# Launch Analytics > Instrument a launch so the traffic spike is ATTRIBUTABLE, not a vanity number — one consistent UTM scheme on every launch link, the conversion funnel (visit → signup → activation) wired into GA4 or the project's existing analytics, and a validate + read-out step. Writes the UTM map + event plan to `.ulpi/launch//analytics.md`, parameterized by launch source (e.g. producthunt, hackernews) so each link and report is correctly attributed. Shared measurement block of the launch-* family — invoked by the per-platform runners (`launch-product-hunt`, `launch-hacker-news`, `launch-x`, `launch-linkedin`) to close the loop, or run standalone. Measures durable outcomes (signups, activation), extends the real stack, and NEVER puts PII in links or events. Use when a launch needs UTMs on every link and signup tracking, not just an upvote count. - Skill: `ulpi-io/launch-analytics` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds add ulpi-io/launch-analytics` - Raw SKILL.md: https://api.skillmd.com/api/skills/ulpi-io/launch-analytics/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Data & Analytics - Author: ulpi-io (https://skillmd.com/u/ulpi-io) - Updated: 2026-09-09 - Page: https://skillmd.com/skills/ulpi-io/launch-analytics --- This skill instruments a launch for attribution. Non-negotiable rules: 1. NO PII IN LINKS OR EVENTS. Never put emails, names, or identifiers in UTM parameters or event params. Honor the project's consent/cookie/GDPR setup; if consent gating exists, don't bypass it. 2. ONE CONSISTENT SCHEME. Define the UTM convention once (lowercase, documented), and use it for every launch link across listing, outreach, and social — inconsistent tags fragment the report. 3. DON'T BREAK EXISTING ANALYTICS. Detect the project's current stack first; extend it, never duplicate a tag manager or double-fire `page_view`. If GA4 isn't present, propose adding it — don't assume it. 4. MEASURE DURABLE OUTCOMES. Track the funnel to **signup and activation**, not just visits/upvotes — the launch's value is the emails and activated users it produces, not the vanity spike. 5. VERIFY THE SNIPPET AGAINST CURRENT DOCS. GA4/gtag specifics change; confirm event syntax against the current Google docs (use a docs/`find-docs` skill) before pasting code, and adapt to the real stack. 6. NEVER FABRICATE NUMBERS. Set up the measurement; report only what the tools actually show. 7. WRITE THE KIT TO DISK at `.ulpi/launch//analytics.md` (create the directory if needed) — a durable, paste-ready artifact, not advice that scrolls away. # launch-analytics ## Inputs - `$request`: the launch source and the site/stack. When invoked by a launch skill, the caller passes the **channel** (the hyphenated on-disk launch slug, e.g. `product-hunt` — this is the output dir), the **`utm_source`** GA value (e.g. `producthunt`, no hyphen), and the target links. Standalone, ask for the source, the site URL, and the current analytics stack (default the channel slug from the source). ## Goal A **launch attribution kit** written to `.ulpi/launch//analytics.md`: a consistent UTM scheme, a per-link UTM map, the GA4 (or existing-stack) event plan for the conversion funnel, the wiring snippets, and a validation + read-out plan. ## Step 0: Resolve source & stack Determine the **channel** (output dir slug, e.g. `product-hunt`) and the **`utm_source`** GA value (e.g. `producthunt`) — keep them distinct — and detect the current analytics: look for GA4/`gtag.js`, Google Tag Manager, Plausible/Fathom/PostHog, or none. **Success criteria**: the channel, the `utm_source`, and the real analytics stack are known. ## Step 1: Define the UTM scheme & link map Load `references/utm-and-events.md`. Set a single convention (lowercase, hyphenated) and produce the **UTM map** — every launch link tagged by where it appears: - `utm_source` = the platform (e.g. `producthunt`) - `utm_medium` = the placement (e.g. `launch`, `maker-comment`, `email`, `social`) - `utm_campaign` = the launch (e.g. `ph-launch-2026-06`) - `utm_content` = the specific link (e.g. `x-thread`, `wave1-email`, `gallery-cta`) When invoked by a launch skill, hand the tagged links back to the caller (listing/outreach) so every link is attributable; standalone, the tagged-link map in the written artifact is the deliverable for the user to apply. **Success criteria**: one scheme, and a tagged link for every place a link appears. ## Step 2: Map the funnel & events Define the conversion funnel and the events that mark each step — typically `page_view` (automatic) → `sign_up` → a key **activation** event (the first real value moment). Mark `sign_up` and activation as **conversions/key events** in GA4. **Success criteria**: each funnel step has a named event and the key ones are flagged as conversions. ## Step 3: Wire it Provide the tracking snippets for the real stack (GA4 `gtag('event', …)` or the equivalent), verified against current docs, plus where to add them. Keep it minimal and consent-aware. **Success criteria**: copy-paste wiring that fits the stack and doesn't double-fire. ## Step 4: Validate & read out Give a validation step (GA4 **DebugView** / **Realtime** to confirm events fire with the right params) and a simple read-out plan: where to see launch-day traffic by `utm_source`, signups by source, and the funnel conversion. **Success criteria**: the user can confirm tracking works before launch and read the result after. ## Step 5: Persist the kit Write everything above to `.ulpi/launch//analytics.md` (creating the directory if needed): the UTM scheme + tagged-link map, the funnel/events plan, the wiring snippets, and the validate/read-out steps. The `` is the hyphenated launch slug the caller passes (e.g. `product-hunt`), distinct from `utm_source`. **Success criteria**: a durable, paste-ready `analytics.md` exists on disk. ## Guardrails - No PII in UTMs or event params; honor consent/GDPR. - One documented scheme; lowercase; reused across every link. - Extend the existing stack; don't double-instrument or break consent gating. - Track signups/activation, not just visits; durable outcomes over vanity. - Verify GA4/gtag syntax against current docs; adapt to the real stack. - Report only real numbers; never fabricate. ## When To Load References - `references/utm-and-events.md` — the UTM convention + per-link map, the GA4 event taxonomy and conversion setup, the wiring snippet pattern, and validation (Steps 1–4). ## Output Contract Write / return `.ulpi/launch//analytics.md`: 1. the UTM scheme + a tagged-link map for every launch link 2. the funnel and its events, with `sign_up`/activation flagged as conversions 3. the wiring snippet(s) for the real stack (verified against current docs) 4. a validation step (DebugView/Realtime) and a read-out plan (traffic/signups by source)