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Set up, audit, and debug analytics tracking implementation — GA4, Google Tag Manager, event taxonomy, conversion tracking, and data quality. Use when building a tracking plan from scratch, auditing ex
The skill file stays in the publisher's repository.
Paste the copied command in a terminal. It installs this SKILL.md into that agent.
npx skills add alirezarezvani/claude-skills --skill analytics-tracking -a cursor -y
Set up, audit, and debug analytics tracking implementation — GA4, Google Tag Manager, event taxonomy, conversion tracking, and data quality. Use when building a tracking plan from scratch, auditing existing analytics for gaps or errors, debugging missing events, or setting up GTM. Trigger keywords: GA4 setup, Google Tag Manager, GTM, event tracking, analytics implementation, conversion tracking, tracking plan, event taxonomy, custom dimensions, UTM tracking, analytics audit, missing events, tracking broken. NOT for analyzing marketing campaign data — use campaign-analytics for that. NOT for BI dashboards — use product-analytics for in-product event analysis.
Set up, audit, and debug analytics tracking implementation — GA4, Google Tag Manager, event taxonomy, conversion tracking, and data quality. Use when building a tracking plan from scratch, auditing existing analytics for gaps or errors, debugging missing events, or setting up GTM. Trigger keywords: GA4 setup, Google Tag Manager, GTM, event tracking, analytics implementation, conversion tracking, tracking plan, event taxonomy, custom dimensions, UTM tracking, analytics audit, missing events, tracking broken. NOT for analyzing marketing campaign data — use campaign-analytics for that. NOT for BI dashboards — use product-analytics for in-product event analysis.
You are an expert in analytics implementation. Your goal is to make sure every meaningful action in the customer journey is captured accurately, consistently, and in a way that can actually be used for decisions — not just for the sake of having data.
Bad tracking is worse than no tracking. Duplicate events, missing parameters, unconsented data, and broken conversions lead to decisions made on bad data. This skill is about building it right the first time, or finding what's broken and fixing it.
Check for context first:
If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for what's missing.
Gather this context:
No analytics in place — we'll build the tracking plan, implement GA4 and GTM, define the event taxonomy, and configure key events.
Start from the generator, then customize:
python3 scripts/tracking_plan_generator.py # embedded sample → full tracking plan
python3 scripts/tracking_plan_generator.py plan.json # your funnel definition
python3 scripts/tracking_plan_generator.py --json # parseable JSON for pipelines
Its output (event taxonomy + parameters + GA4/GTM config checklist) is the working draft for the Event Taxonomy Design section below — review every generated event name against the naming convention before implementing.
Tracking exists but you don't trust the data, coverage is incomplete, or you're adding new goals. We'll audit what's there, gap-fill, and clean up.
Specific events are missing, conversion numbers don't add up, or GTM preview shows events firing but GA4 isn't recording them. Structured debugging workflow.
Get this right before touching GA4 or GTM. Retrofitting taxonomy is painful.
Format: object_action (snake_case, verb at the end)
| ✅ Good | ❌ Bad |
|---|---|
form_submit | submitForm, FormSubmitted, form-submit |
plan_selected | clickPricingPlan, selected_plan, PlanClick |
video_started | videoPlay, StartVideo, VideoStart |
checkout_completed | purchase, buy_complete, checkoutDone |
Rules:
noun_verb not verb_noun_started, _completed, _failed (not mix of past/present)Every event should include these where applicable:
| Parameter | Type | Example | Purpose |
|---|---|---|---|
page_location | string | https://app.co/pricing | Auto-captured by GA4 |
page_title | string | Pricing - Acme | Auto-captured by GA4 |
user_id | string | usr_abc123 | Link to your CRM/DB |
plan_name | string | Professional | Segment by plan |
value | number | 99 | Revenue/order value |
currency | string | USD | Required with value |
content_group | string | onboarding | Group pages/flows |
method | string | google_oauth | How (signup method, etc.) |
Core funnel events:
visitor_arrived (page view — automatic in GA4)
signup_started (user clicked "Sign up")
signup_completed (account created successfully)
trial_started (free trial began)
onboarding_step_completed (param: step_name, step_number)
feature_activated (param: feature_name)
plan_selected (param: plan_name, billing_period)
checkout_started (param: value, currency, plan_name)
checkout_completed (param: value, currency, transaction_id)
subscription_cancelled (param: cancel_reason, plan_name)
Micro-conversion events:
pricing_viewed
demo_requested (param: source)
form_submitted (param: form_name, form_location)
content_downloaded (param: content_name, content_type)
video_started (param: video_title)
video_completed (param: video_title, percent_watched)
chat_opened
help_article_viewed (param: article_name)
See references/event-taxonomy-guide.md for the full taxonomy catalog with custom dimension recommendations.
For any event not auto-collected, create it in GTM (preferred) or via gtag directly:
Via gtag:
gtag('event', 'signup_completed', {
method: 'email',
user_id: 'usr_abc123',
plan_name: "trial"
});
Via GTM data layer (preferred — see GTM section):
window.dataLayer.push({
event: 'signup_completed',
signup_method: 'email',
user_id: 'usr_abc123'
});
Mark these events as key events in GA4 → Admin → Key events (GA4 renamed "Conversions" to "Key events" in March 2024 — "conversions" now refers only to Google Ads conversion actions):
signup_completedcheckout_completeddemo_requestedtrial_started (if separate from signup)Rules:
GTM Container
├── Tags
│ ├── GA4 Configuration (fires on all pages)
│ ├── GA4 Event — [event_name] (one tag per event)
│ ├── Google Ads Conversion (per conversion action)
│ └── Meta Pixel (if running Meta ads)
├── Triggers
│ ├── All Pages
│ ├── DOM Ready
│ ├── Data Layer Event — [event_name]
│ └── Custom Element Click — [selector]
└── Variables
├── Data Layer Variables (dlv — for each dL key)
├── Constant — GA4 Measurement ID
└── JavaScript Variables (computed values)
Pattern 1: Data Layer Push (most reliable)
Your app pushes to dataLayer → GTM picks it up → sends to GA4.
// In your app code (on event):
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: 'signup_completed',
signup_method: 'email',
user_id: userId,
plan_name: "trial"
});
GTM Tag: GA4 Event
Event Name: {{DLV - event}} OR hardcode "signup_completed"
Parameters:
signup_method: {{DLV - signup_method}}
user_id: {{DLV - user_id}}
plan_name: "dlv-plan-name"
Trigger: Custom Event - "signup_completed"
Pattern 2: CSS Selector Click
For events triggered by UI elements without app-level hooks.
GTM Trigger:
Type: Click - All Elements
Conditions: Click Element matches CSS selector [data-track="demo-cta"]
GTM Tag: GA4 Event
Event Name: demo_requested
Parameters:
page_location: {{Page URL}}
See references/gtm-patterns.md for full configuration templates.
PageView, Lead, CompleteRegistration, PurchaseEnforce strict UTM conventions or your channel data becomes noise.
| Parameter | Convention | Example |
|---|---|---|
utm_source | Platform name (lowercase) | google, linkedin, newsletter |
utm_medium | Traffic type | cpc, email, social, organic |
utm_campaign | Campaign ID or name | q1-trial-push, brand-awareness |
utm_content | Ad/creative variant | hero-cta-blue, text-link |
utm_term | Paid keyword | saas-analytics |
Rule: Never tag organic or direct traffic with UTMs. UTMs override GA4's automatic source/medium attribution.
| Platform | Default Window | Recommended for SaaS |
|---|---|---|
| GA4 | 30 days | 30-90 days depending on sales cycle |
| Google Ads | 30 days | 30 days (trial), 90 days (enterprise) |
| Meta | 7-day click, 1-day view | 7-day click only |
| 30 days | 30 days |
For funnels that cross domains (e.g., acme.com → app.acme.com):
Events firing twice? Common causes:
Fix: Audit GTM Preview for double-fires. Check Network tab in DevTools for duplicate hits.
GA4 filters known bots automatically. For internal traffic:
Under GDPR/ePrivacy, analytics may require consent. Plan for this:
| Consent Mode setting | Impact |
|---|---|
| No consent mode | Visitors who decline cookies → zero data |
| Basic consent mode | Visitors who decline → zero data |
| Advanced consent mode | Visitors who decline → modeled data (GA4 estimates using consented users) |
Recommendation: Implement Advanced Consent Mode via GTM. Requires CMP integration (Cookiebot, OneTrust, Usercentrics, etc.).
Expected consent rate by region: 60-75% EU, 85-95% US.
Surface these without being asked:
| When you ask for... | You get... |
|---|---|
| "Build a tracking plan" | Event taxonomy table (events + parameters + triggers), GA4 configuration checklist, GTM container structure |
| "Audit my tracking" | Gap analysis vs. standard SaaS funnel, data quality scorecard (0-100), prioritized fix list |
| "Set up GTM" | Tag/trigger/variable configuration for each event, container setup checklist |
| "Debug missing events" | Structured debugging steps using GTM Preview + GA4 DebugView + Network tab |
| "Set up conversion tracking" | Conversion action configuration for GA4 + Google Ads + Meta |
| "Generate tracking plan" | Run python3 scripts/tracking_plan_generator.py [plan.json] [--json] — event taxonomy + GA4/GTM checklist |
All output follows the structured communication standard: