Data And Funnel Analytics

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//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.

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Analytics Tracking

Event Naming Convention

Format: object_action in lowercase snake_case.

signup_completed | cta_hero_clicked | checkout_started | onboarding_step_completed

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 | pagetitle, pagelocation, referrer | | | cta_clicked | buttontext, location, page | | | form_submitted | formtype, page | | | signup_completed | method, plan | | Product | onboarding_step_completed | stepnumber, stepname | | | feature_used | featurename, context | | | trial_started | plan, source | | | purchase_completed | plan, value, currency | | E-commerce | product_viewed | productid, category, price | | | product_added_to_cart | productid, price, quantity | | | checkout_started | cartvalue, items_count |

Standard Properties

• User context: userid, usertype (free/paid/admin), plan_type
• Attribution: source, medium, campaign, content, term (UTM params)
• Page: pagetitle, pagelocation, content_group
• PII hygiene: Never send email, name, or phone as event properties. Use hashed user IDs only.

GA4 Implementation

// gtag.js custom event
gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free',
  'user_id': userId
});

// GTM dataLayer
dataLayer.push({
  'event': 'signup_completed',
  'method': 'email',
  'plan': 'free'
});

Enhanced Measurement (enable in GA4): pageview, scroll, outboundclick, sitesearch, videoengagement, 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

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Analytics Interpretation

GA4 Benchmarks

| Metric | Good | Warning | Poor | Action When Poor | |--------|------|---------|------|------------------| | Avg Time on Page | >3 min | 1–3 min | 70% | Add internal links, improve intro | | Engagement Rate | >60% | 30–60% | 75% | 50–75% | 2.5 | 1.5–2.5 | 5% | 2–5% | 10 | Strengthen content, build links | | Impressions | Growing | Stable | Declining | Refresh content |

Traffic Quality Matrix

                    High Engagement
                          │
           ┌──────────────┼──────────────┐
           │  HIDDEN GEM  │   STAR       │
           │  Low traffic  │   High traffic│
           │  → Promote   │   → Maintain  │
Low ───────┼──────────────┼──────────────┼─── High
Traffic    │  UNDERPERFORM│   LEAKY      │   Traffic
           │  Low traffic  │   High traffic│
           │  → Rework    │   → Optimize  │
           └──────────────┼──────────────┘
                          │
                    Low Engagement

Anomaly Detection

| Metric | Significant Change | Alert Level | |--------|-------------------|-------------| | Traffic | ±30% WoW | HIGH | | CTR | ±1pp WoW | MEDIUM | | Position | ±5 positions | HIGH | | Bounce Rate | ±10pp WoW | MEDIUM |

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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% | 100% (realistic case)

• ⚠️ REVIEW: ROI 50–100%
• ❌ REJECT: ROI 70%

Payback Period: Investment / Monthly Net Profit

• ✅ INVEST: 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

[Investment] achieves [ROI%] ROI at [conversion/growth rate].
Break-even occurs at [threshold], with payback in [months].
Investment is [recommended/not recommended] because [reason].

For detailed formulas (NPV, LTV, CAC, sensitivity analysis), see [references/roi-reference.md](references/roi-reference.md).

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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

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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 |

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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

Source & license

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

• Author: manojbajaj95
• Source: manojbajaj95/claude-gtm-plugin
• License: MIT

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