Analytics

---
name: Analytics
description: Use when setting up analytics tracking, measuring marketing results, configuring GA4 or GTM, or implementing conversion tracking.
category: Paid & Measurement
version: 2.0.0
tools: []
---

# Analytics Implementation

Set up analytics tracking that provides actionable insights for marketing and product decisions. Track for decisions, not data. Avoid vanity metrics. Quality of events > quantity.

## Core Principles

Start with business context: What decisions will this data inform? What are key conversions? What tracking exists? What tools are in use? What's the tech stack? Any privacy/compliance requirements?

**Work backwards.** What do you need to know? What actions will you take based on this data?

## Tracking Plan Framework

**Event Naming:** Use object-action format (signature_completed, button_clicked, form_submitted, article_read). Lowercase with underscores. Be specific: cta_hero_clicked vs. button_clicked. Include context in properties, not event names.

**Essential Events:**
- 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)

**Standard 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

## GA4 & GTM Implementation

**GA4 Setup:** Create GA4 property and data stream. Install gtag.js. Enable enhanced measurement. Configure custom events. Mark conversions in Admin.

**Custom event:** gtag('event', 'signup_completed', {'method': 'email', 'plan': 'free'});

**Google Tag Manager:** Container structure with Tags (code execution), Triggers (when tags fire), Variables (dynamic values). Data Layer Pattern: Push events with context data to datalayer.

## UTM Parameter Strategy

UTM parameters: utm_source (google, newsletter), utm_medium (cpc, email, social), utm_campaign (spring_sale), utm_content (hero_cta), utm_term (paid search keywords). Lowercase everything. Use underscores or hyphens consistently. Document all UTMs in spreadsheet.

## Event Properties & Analytics Tools

Core analytics platforms: GA4, Mixpanel, Segment, Amplitude, PostHog. Each supports event tracking with configurable properties and user segmentation. Choose based on: product analytics depth, cost, integration ecosystem, data retention policies.

Property best practices:
- Use consistent naming across all events
- Avoid PII in properties
- Include user context: user_id, user_type, account_id, plan_type
- Add campaign tracking: source, medium, campaign
- Tag product context: product_id, category, price

## Validation & Privacy

**Debugging Tools:** GA4 DebugView (real-time monitoring), GTM Preview Mode (test triggers), Browser Extensions (Tag Assistant). Validate: events firing correctly, properties populating, no duplicates, cross-browser compatibility, conversions recorded, no PII.

**Compliance:** Cookie consent required in EU/UK/CA. No PII in properties. Implement consent mode (wait for consent). IP anonymization. Data retention settings in GA4 (default 14 months, configurable 2–50 months).

## Funnel & Cohort Analysis

Define conversion funnels: signup → onboarding_complete → first_feature_used → paid_upgrade. Track drop-off at each stage. Use cohort analysis to segment users by signup date, acquisition source, or plan tier to identify retention patterns and LTV trends.