When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I m

Analytics Tracking You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions. Initial Assessment Check for product marketing context first: If .agents/product marketing.md exists (or .claude/product marketing.md , or the legacy product marketing context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Before implementing tracking, understand: 1. Business Context What decisions will this data inform? What are key conversions? 2. Current State What tracking exists? What tools are in use? 3. Technical Context What's the tech stack? Any privacy/compliance requirements? Core Principles 1. Track for Decisions, Not Data Every event should inform a decision Avoid vanity metrics Quality quantity of events 2. Start with the Questions What do you need to know? What actions will you take based on this data? Work backwards to what you need to track 3. Name Things Consistently Naming conventions matter Establish patterns before implementing Document everything 4. Maintain Data Quality Validate implementation Monitor for issues Clean data more data Tracking Plan Framework Structure Event Types Type Examples Pageviews Automatic, enhanced with metadata User Actions Button clicks, form submissions, feature usage System Events Signup completed, purchase, subscription changed Custom Conversions Goal completions, funnel stages For comprehensive event lists : See [references/event library.md](references/event library.md) Event Naming Conventions Recommended Format: Object Action Best Practices Lowercase with underscores Be specific: cta hero clicked vs. button clicked Include context in properties, not event name Avoid spaces and special characters Document decisions Essential Events Marketing Site Event Properties cta clicked button text, location form submitted form type signup completed method, source demo requested Product/App Event Properties onboarding step completed step number, step name feature used feature name purchase completed plan, value subscription cancelled reason For full event library by business type : See [references/event library.md](references/event library.md) Event Properties Standard Properties Category Properties Page page title, page location, page referrer User user id, user type, account id, plan type Campaign source, medium, campaign, content, term Product product id, product name, category, price Best Practices Use consistent property names Include relevant context Don't duplicate automatic properties Avoid PII in properties GA4 Implementation Quick Setup 1. Create GA4 property and data stream 2. Install gtag.js or GTM 3. Enable enhanced measurement 4. Configure custom events 5. Mark conversions in Admin Custom Event Example For detailed GA4 implementation : See [references/ga4 implementation.md](references/ga4 implementation.md) Google Tag Manager Container Structure Component Purpose Tags Code that executes (GA4, pixels) Triggers When tags fire (page view, click) Variables Dynamic values (click text, data layer) Data Layer Pattern For detailed GTM implementation : See [references/gtm implementation.md](references/gtm implementation.md) UTM Parameter Strategy Standard Parameters Parameter Purpose Example utm source Traffic source google, newsletter utm medium Marketing medium cpc, email, social utm campaign Campaign name spring sale utm content Differentiate versions hero cta utm term Paid search keywords running+shoes Naming Conventions Lowercase everything Use underscores or hyphens consistently Be specific but concise: blog footer cta , not cta1 Document all UTMs in a spreadsheet Debugging and Validation Testing Tools Tool Use For GA4 DebugView Real time event monitoring GTM Preview Mode Test triggers before publish Browser Extensions Tag Assistant, dataLayer Inspector Validation Checklist [ ] Events firing on correct triggers [ ] Property values populating correctly [ ] No duplicate events [ ] Works across browsers and mobile [ ] Conversions recorded correctly [ ] No PII leaking Common Issues Issue Check Events not firing Trigger config, GTM loaded Wrong values Variable path, data layer structure Duplicate events Multiple containers, trigger firing twice Privacy and Compliance Considerations Cookie consent required in EU/UK/CA No PII in analytics properties Data retention settings User deletion capabilities Implementation Use consent mode (wait for consent) IP anonymization Only collect what you need Integrate with consent management platform Output Format Tracking Plan Document Task Specific Questions 1. What tools are you using (GA4, Mixpanel, etc.)? 2. What key actions do you want to track? 3. What decisions will this data inform? 4. Who implements dev team or marketing? 5. Are there privacy/consent requirements? 6. What's already tracked? Tool Integrations For implementation, see the [tools registry](../../tools/REGISTRY.md). Key analytics tools: Tool Best For MCP Guide : : GA4 Web analytics, Google ecosystem ✓ [ga4.md](../../tools/integrations/ga4.md) Mixpanel Product analytics, event tracking [mixpanel.md](../../tools/integrations/mixpanel.md) Amplitude Product analytics, cohort analysis [amplitude.md](../../tools/integrations/amplitude.md) PostHog Open source analytics, session replay [posthog.md](../../tools/integrations/posthog.md) Segment Customer data platform, routing [segment.md](../../tools/integrations/segment.md) Related Skills ab testing : For experiment tracking attribution : For attribution models, multi touch/MMM/incrementality, and reconciling conflicting numbers across tools (once tracking is live) seo audit : For organic traffic analysis cro : For conversion optimization (uses this data) revops : For pipeline metrics, CRM tracking, and revenue attribution