Analytics & Attribution
Performance measurement and attribution modeling for data-driven marketing decisions.
Language & Quality Standards
CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.
Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.
When to Use This Skill
Apply analytics expertise when:
- Setting up marketing tracking and measurement
- Analyzing campaign or channel performance
- Building attribution models
- Creating dashboards and reports
- Calculating marketing ROI and CAC/LTV
- Troubleshooting data discrepancies
Core Concepts
Analytics Framework
Dimensions (What you're measuring by):
- Channel, campaign, source/medium
- Device, geography, time period
- Audience segment, persona
- Content type, landing page
Metrics (What you're measuring):
- Traffic: Sessions, users, pageviews
- Engagement: Time on site, bounce rate, pages/session
- Conversion: Goal completions, conversion rate
- Revenue: Transaction value, ROAS, ROI
- Cost: CPC, CPL, CAC
Key Marketing Reports
| Report |
Questions Answered |
Frequency |
| Acquisition |
Where do visitors come from? |
Weekly |
| Behavior |
What do they do on site? |
Weekly |
| Conversion |
Do they complete goals? |
Daily |
| Attribution |
What drove the conversion? |
Monthly |
| Funnel |
Where do they drop off? |
Weekly |
| Cohort |
How do segments perform over time? |
Monthly |
Attribution Models
| Model |
Credit Distribution |
Best For |
| Last Click |
100% to final touchpoint |
Short cycles, direct response |
| First Click |
100% to first touchpoint |
Brand awareness, TOFU |
| Linear |
Equal across all |
Understanding full journey |
| Time Decay |
More to recent touches |
Long sales cycles |
| Position-Based |
40/20/40 first-mid-last |
Balanced view |
| Data-Driven |
ML-based distribution |
High volume, mature programs |
Marketing KPIs by Funnel Stage
TOFU (Awareness)
- Impressions, reach, traffic
- CPM, cost per visitor
- Brand search volume
MOFU (Consideration)
- Leads, MQLs, engagement
- CPL, cost per MQL
- Content downloads, webinar registrations
BOFU (Decision)
- SQLs, opportunities, customers
- CAC, cost per opportunity
- Demo requests, trial signups
Retention
- NPS, retention rate, churn
- LTV, expansion revenue
- Referrals, advocacy
Best Practices
Setup Excellence
- UTM Discipline: Consistent naming convention across all campaigns
- Goal Hierarchy: Primary conversions > secondary > micro-conversions
- Cross-Domain Tracking: Proper setup for checkout/payment flows
- Event Taxonomy: Clear naming for custom events
Reporting Excellence
- Context Always: Never report numbers without comparison (vs target, vs previous)
- Action-Oriented: Every insight should suggest an action
- Visualization: Use appropriate chart types (trends=line, comparison=bar)
- Segmentation: Break down by meaningful dimensions
Attribution Excellence
- Window Matching: Attribution window matches sales cycle
- Model Selection: Choose model based on marketing maturity
- Multi-Touch Visibility: Track full journey, not just last touch
- Offline Integration: Include phone, events, direct sales
Agent Integration
| Agent |
How They Use This Skill |
researcher |
Compiling performance data, competitive benchmarks |
lead-qualifier |
Funnel conversion analysis, lead source quality |
planner |
Budget allocation based on channel ROI |
project-manager |
Campaign performance tracking |
Anti-Patterns to Avoid
| Anti-Pattern |
Why It's Wrong |
Do This Instead |
| Vanity metrics only |
Impressions ≠ impact |
Focus on conversion metrics |
| Last-click bias |
Ignores awareness touchpoints |
Use multi-touch attribution |
| No control groups |
Can't prove causation |
A/B test when possible |
| Siloed data |
Missing full picture |
Integrate CRM + analytics |
| Report without action |
Wastes time and attention |
Include recommendations |
Workflow Integration
crm-workflow.md - Lead stage definitions, scoring thresholdssales-workflow.md - SQL criteria, deal velocity metrics
Related Commands
/report/weekly - Weekly performance report/report/monthly - Monthly strategic report/checklist/analytics-monthly - Monthly analytics review/analytics/roi - Campaign ROI calculation/analytics/funnel - Funnel performance analysis
References
references/google-analytics.md - GA4 setup and usagereferences/search-console.md - SEO performance trackingreferences/attribution-models.md - Attribution deep divereferences/dashboards.md - Reporting best practicesreferences/reporting-templates.md - Client-ready report templates
1---2name: analytics-attribution3description: Performance measurement, attribution modeling, and marketing ROI analysis. Use when setting up tracking, analyzing campaign performance, building attribution models, or creating marketing reports.4---56# Analytics & Attribution78Performance measurement and attribution modeling for data-driven marketing decisions.910## Language & Quality Standards1112**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.1314**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.1516---1718## When to Use This Skill1920Apply analytics expertise when:21- Setting up marketing tracking and measurement22- Analyzing campaign or channel performance23- Building attribution models24- Creating dashboards and reports25- Calculating marketing ROI and CAC/LTV26- Troubleshooting data discrepancies2728## Core Concepts2930### Analytics Framework3132**Dimensions** (What you're measuring by):33- Channel, campaign, source/medium34- Device, geography, time period35- Audience segment, persona36- Content type, landing page3738**Metrics** (What you're measuring):39- Traffic: Sessions, users, pageviews40- Engagement: Time on site, bounce rate, pages/session41- Conversion: Goal completions, conversion rate42- Revenue: Transaction value, ROAS, ROI43- Cost: CPC, CPL, CAC4445### Key Marketing Reports4647| Report | Questions Answered | Frequency |48|--------|-------------------|-----------|49| Acquisition | Where do visitors come from? | Weekly |50| Behavior | What do they do on site? | Weekly |51| Conversion | Do they complete goals? | Daily |52| Attribution | What drove the conversion? | Monthly |53| Funnel | Where do they drop off? | Weekly |54| Cohort | How do segments perform over time? | Monthly |5556### Attribution Models5758| Model | Credit Distribution | Best For |59|-------|-------------------|----------|60| Last Click | 100% to final touchpoint | Short cycles, direct response |61| First Click | 100% to first touchpoint | Brand awareness, TOFU |62| Linear | Equal across all | Understanding full journey |63| Time Decay | More to recent touches | Long sales cycles |64| Position-Based | 40/20/40 first-mid-last | Balanced view |65| Data-Driven | ML-based distribution | High volume, mature programs |6667### Marketing KPIs by Funnel Stage6869**TOFU (Awareness)**70- Impressions, reach, traffic71- CPM, cost per visitor72- Brand search volume7374**MOFU (Consideration)**75- Leads, MQLs, engagement76- CPL, cost per MQL77- Content downloads, webinar registrations7879**BOFU (Decision)**80- SQLs, opportunities, customers81- CAC, cost per opportunity82- Demo requests, trial signups8384**Retention**85- NPS, retention rate, churn86- LTV, expansion revenue87- Referrals, advocacy8889## Best Practices9091### Setup Excellence921. **UTM Discipline**: Consistent naming convention across all campaigns932. **Goal Hierarchy**: Primary conversions > secondary > micro-conversions943. **Cross-Domain Tracking**: Proper setup for checkout/payment flows954. **Event Taxonomy**: Clear naming for custom events9697### Reporting Excellence981. **Context Always**: Never report numbers without comparison (vs target, vs previous)992. **Action-Oriented**: Every insight should suggest an action1003. **Visualization**: Use appropriate chart types (trends=line, comparison=bar)1014. **Segmentation**: Break down by meaningful dimensions102103### Attribution Excellence1041. **Window Matching**: Attribution window matches sales cycle1052. **Model Selection**: Choose model based on marketing maturity1063. **Multi-Touch Visibility**: Track full journey, not just last touch1074. **Offline Integration**: Include phone, events, direct sales108109## Agent Integration110111| Agent | How They Use This Skill |112|-------|------------------------|113| `researcher` | Compiling performance data, competitive benchmarks |114| `lead-qualifier` | Funnel conversion analysis, lead source quality |115| `planner` | Budget allocation based on channel ROI |116| `project-manager` | Campaign performance tracking |117118## Anti-Patterns to Avoid119120| Anti-Pattern | Why It's Wrong | Do This Instead |121|--------------|----------------|-----------------|122| Vanity metrics only | Impressions ≠ impact | Focus on conversion metrics |123| Last-click bias | Ignores awareness touchpoints | Use multi-touch attribution |124| No control groups | Can't prove causation | A/B test when possible |125| Siloed data | Missing full picture | Integrate CRM + analytics |126| Report without action | Wastes time and attention | Include recommendations |127128## Workflow Integration129130- `crm-workflow.md` - Lead stage definitions, scoring thresholds131- `sales-workflow.md` - SQL criteria, deal velocity metrics132133## Related Commands134135- `/report/weekly` - Weekly performance report136- `/report/monthly` - Monthly strategic report137- `/checklist/analytics-monthly` - Monthly analytics review138- `/analytics/roi` - Campaign ROI calculation139- `/analytics/funnel` - Funnel performance analysis140141## References142143- `references/google-analytics.md` - GA4 setup and usage144- `references/search-console.md` - SEO performance tracking145- `references/attribution-models.md` - Attribution deep dive146- `references/dashboards.md` - Reporting best practices147- `references/reporting-templates.md` - Client-ready report templates
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