Analytics Attribution

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.

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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

1. UTM Discipline: Consistent naming convention across all campaigns
2. Goal Hierarchy: Primary conversions > secondary > micro-conversions
3. Cross-Domain Tracking: Proper setup for checkout/payment flows
4. Event Taxonomy: Clear naming for custom events

Reporting Excellence

1. Context Always: Never report numbers without comparison (vs target, vs previous)
2. Action-Oriented: Every insight should suggest an action
3. Visualization: Use appropriate chart types (trends=line, comparison=bar)
4. Segmentation: Break down by meaningful dimensions

Attribution Excellence

1. Window Matching: Attribution window matches sales cycle
2. Model Selection: Choose model based on marketing maturity
3. Multi-Touch Visibility: Track full journey, not just last touch
4. 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 thresholds
• sales-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 usage
• references/search-console.md - SEO performance tracking
• references/attribution-models.md - Attribution deep dive
• references/dashboards.md - Reporting best practices
• references/reporting-templates.md - Client-ready report templates

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: aitytech
• Source: aitytech/agentkits-marketing
• License: MIT

Install and usage instructions live in the source repository linked above.