Analytics tracking, interpretation, funnel analysis, product metrics, and ROI measurement. Use when setting up GA4/GTM tracking, interpreting analytics data, analyzing conversion funnels, calculating ROI, or measuring product engagement. Triggers on "analytics," "GA4," "Google Analytics," "conversio

Data & Funnel Analytics Workspace Context Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product marketing context files only as fallback. Save generated drafts to content/<platform /drafts/YYYY MM DD short topic slug.md , and route durable learnings back to strategy/brand.md , about/me.md , or content/ideas.md . Operating Contract This skill is self contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic. End to end analytics: set up tracking, interpret data, analyze funnels, measure product engagement, validate conversion paths, and calculate ROI. Principle: Track for decisions, not data — every event should inform an action. Analytics Tracking Event Naming Convention Format: object action in lowercase snake case. Rules: Specific over vague ( cta hero clicked not button clicked ), past tense for completed actions, context in properties not event name. Tracking Plan Category Event Key Properties Marketing page view page title, page location, referrer cta clicked button text, location, page form submitted form type, page signup completed method, plan Product onboarding step completed step number, step name feature used feature name, context trial started plan, source purchase completed plan, value, currency E commerce product viewed product id, category, price product added to cart product id, price, quantity checkout started cart value, items count Standard Properties User context: user id, user type (free/paid/admin), plan type Attribution: source, medium, campaign, content, term (UTM params) Page: page title, page location, content group PII hygiene: Never send email, name, or phone as event properties. Use hashed user IDs only. GA4 Implementation Enhanced Measurement (enable in GA4): page view, scroll, outbound click, site search, video engagement, file download. Conversions: Admin → Events → Toggle "Mark as conversion." Counting: once per session (form submit) or every time (purchase). UTM Parameters Convention: utm source={channel}&utm medium={cpc email organic social}&utm campaign={id}&utm content={variant}&utm term={keyword} Apply to ALL paid and email links Never use on internal links (breaks session attribution) Lowercase, hyphens not spaces Document in a UTM tracking sheet Privacy & Compliance GDPR/CCPA: Implement consent management, block GA4 until consent granted GA4 data retention: 14 months max (Admin → Data Settings) IP anonymization enabled Analytics Interpretation GA4 Benchmarks Metric Good Warning Poor Action When Poor Avg Time on Page 3 min 1–3 min <1 min Improve content depth Bounce Rate <40% 40–70% 70% Add internal links, improve intro Engagement Rate 60% 30–60% <30% Review content quality Scroll Depth 75% 50–75% <50% Add visual breaks Pages/Session 2.5 1.5–2.5 <1.5 Improve internal linking Google Search Console Benchmarks Metric Good Warning Poor Action When Poor CTR 5% 2–5% <2% Improve title/meta description Avg Position 1–3 4–10 10 Strengthen content, build links Impressions Growing Stable Declining Refresh content Traffic Quality Matrix Anomaly Detection Metric Significant Change Alert Level Traffic ±30% WoW HIGH CTR ±1pp WoW MEDIUM Position ±5 positions HIGH Bounce Rate ±10pp WoW MEDIUM Product Analytics North Star Metric The ONE metric that represents customer value: Company North Star Slack Weekly Active Users Airbnb Nights Booked Spotify Time Listening Shopify GMV Criteria: Represents customer value, correlates with revenue, measurable frequently, rallies the team. Key Metrics by Stage Stage Metrics Acquisition Traffic sources, CPC, visitor → signup rate Activation Signup → first core action, time to value, onboarding completion Retention DAU/MAU (stickiness), D1/D7/D30 retention, churn rate Revenue MRR/ARR, ARPU, LTV, LTV:CAC ratio Referral Viral coefficient, referral signups, NPS Retention Benchmarks Timeframe Good Bad D1 60–80% <40% D7 40–60% <10% D30 30–50% <2% Good = flattening curve. Bad = steep drop off. Dashboard Design Executive: North Star Metric (big number), revenue (MRR/ARR), key trends Product: Active users, feature usage, retention cohorts, funnels Marketing: Traffic sources, conversion rates, CPA, ROI by channel Funnel Analysis Core Workflow 1. Load and merge user journey data 2. Define funnel steps and calculate step by step conversion rates 3. Segment by user attributes (device, cohort, plan) 4. Visualize bottlenecks 5. Generate optimization recommendations Common Funnel Types Funnel Steps E commerce Promotion → Search → Product View → Add to Cart → Purchase SaaS Signup Landing Page → Sign Up → Email Verify → Onboarding Complete Content Article View → Comment → Share → Subscribe Analysis Patterns Bottleneck identification — Steps with highest drop off rates Segment comparison — Conversion across user groups Temporal analysis — Conversion over time A/B testing — Compare funnel variations See examples/ for Python implementations with Plotly visualizations. Funnel Validation (DotCom Secrets) Score existing funnels against Russell Brunson's framework: Hook → Story → Offer . Scoring Dimensions Dimension Weight What It Measures Hook Strength 2x Stops the scroll, grabs attention Story Connection 1.5x Creates emotional connection and belief Offer Clarity 2x Clear, compelling, irresistible Value Ladder Fit 1x Fits the ascension path Traffic Match 1.5x Matched to traffic temperature Conversion Path 1x Next step obvious and frictionless Rating Scale Score Verdict 85–100 Conversion Machine — Ready to scale 70–84 Strong Funnel — Fix weak points, then scale 55–69 Leaky Funnel — Fix before scaling traffic 40–54 Broken Funnel — Rebuild key components 0–39 Non Functional — Start over Traffic Temperature Temperature They Know Appropriate Funnel Cold Nothing about you Lead funnel, value first content Warm Problem + your solution Tripwire, webinar, challenge Hot Ready to buy Sales page, order form, call booking For complete scoring criteria and examples, see [references/full guide.md](references/full guide.md). ROI Analysis Core Metrics ROI: (Net Profit / Total Investment) × 100% ✅ INVEST: ROI 100% (realistic case) ⚠️ REVIEW: ROI 50–100% ❌ REJECT: ROI < 50% Break Even: Investment / Monthly Net Profit ✅ INVEST: Break even < 50% of realistic target ❌ REJECT: Break even 70% Payback Period: Investment / Monthly Net Profit ✅ INVEST: < 12 months ⚠️ REVIEW: 12–24 months ❌ REJECT: 24 months 3 Scenario Analysis Always model Best / Realistic / Worst: Case Assumptions Revenue Profit ROI Assessment Worst Pessimistic Risk level Realistic Expected Target Best Optimistic Upside Decision rule: If worst case ROI ≥ 0%, investment is low risk. Executive Summary Template For detailed formulas (NPV, LTV, CAC, sensitivity analysis), see [references/roi reference.md](references/roi reference.md). Validation & QA Before Launch [ ] Events fire in GA4 DebugView [ ] Properties have expected values [ ] No duplicate events [ ] Conversions marked correctly [ ] UTM parameters captured on landing Ongoing Weekly: Check for sudden drops in key events ( 20% change = investigate) Monthly: Audit for new pages/features without tracking Quarterly: Full tracking plan review — remove stale events, add missing ones Tools Category Tools Event Tracking Mixpanel, Amplitude, PostHog (open source) Session Recording FullStory, LogRocket, Hotjar A/B Testing Optimizely, VWO Web Analytics GA4, Google Search Console Tag Management Google Tag Manager Related Skills ab test setup — A/B test measurement and setup seo and aeo strategy — Measuring SEO/AEO performance conversion rate optimization — Optimizing conversion after funnel analysis executive dashboard generator — Building dashboards from analytics data

data-and-funnel-analytics