Use the playbook below as your instructions for this conversation.

How to use it in this chat:
1. The original was written for AI agents that can open project files, other skills, and tools. You will not have any of those here, and you do not need them.
2. Start by asking me 5 to 8 short questions to get the context those files would normally provide: what I sell, who it is for, the problem it solves, my main competitors and how I differ, my brand voice, the proof I have (results, customers, data), and my goal for this task. Skip anything I have already told you.
3. Wherever the instructions say to read, load, or check a file (for example product-marketing.md, brand-context.md, or a references folder), use my answers and your own expertise instead. If a referenced file is included at the end of this message, use it.
4. Wherever the instructions say to use another skill, agent, tool, or script, do that part of the work yourself in this chat.
5. Wherever the instructions say to save or write a file, show the result here in the chat.

---

PLAYBOOK

# Analytics Tracking

You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.

## Initial Assessment

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before implementing tracking, understand:

1. **Business Context** - What decisions will this data inform? What are key conversions?
2. **Current State** - What tracking exists? What tools are in use?
3. **Technical Context** - What's the tech stack? Any privacy/compliance requirements?

---

## Core Principles

### 1. Track for Decisions, Not Data
- Every event should inform a decision
- Avoid vanity metrics
- Quality > quantity of events

### 2. Start with the Questions
- What do you need to know?
- What actions will you take based on this data?
- Work backwards to what you need to track

### 3. Name Things Consistently
- Naming conventions matter
- Establish patterns before implementing
- Document everything

### 4. Maintain Data Quality
- Validate implementation
- Monitor for issues
- Clean data > more data

### 5. Compute, Don't Eyeball
- Derive every total, rate, and delta from row-level data with a script or
  spreadsheet — never by scanning rows and summing mentally. One silently
  dropped row corrupts every figure downstream of it.
- Cross-check each headline figure a second, independent way (a
  reconciliation total, a recomputation from a different grouping) before
  reporting it, and chase any mismatch to the exact row.
- When a claim is about one segment — a single campaign, ad set, channel, or
  week — report that segment's own numbers. Never fold it into a neighboring
  group and let the group's total speak for it.

### 6. Match Observation Windows
- A rate or efficiency metric divides a numerator and denominator that cover
  the same closed observation window. Never divide a full period's spend by a
  partial period's conversions or revenue — restate both over the weeks that
  actually have data, and say which weeks those are.
- Cohort rates use only cohorts whose observation window has ended. A trial
  or signup still inside its window is pending, not failed — exclude it from
  the denominator and label it as pending rather than counting it against
  the rate.

### 7. Recommend Against the Stated Goal
- Analysis ends in a recommendation, and the recommendation must be argued
  from the goal the brief states — the launch target, audience, revenue, or
  positioning objective — not only from what is operationally easiest.
  Name which stated goal each option serves and what it trades away.

---

## Tracking Plan Framework

### Structure

```
Event Name | Category | Properties | Trigger | Notes
---------- | -------- | ---------- | ------- | -----
```

### Event Types

| Type | Examples |
|------|----------|
| 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 |

**For comprehensive event lists**: See [references/event-library.md](references/event-library.md)

---

## Event Naming Conventions

### Recommended Format: Object-Action

```
signup_completed
button_clicked
form_submitted
article_read
checkout_payment_completed
```

### Best Practices
- Lowercase with underscores
- Be specific: `cta_hero_clicked` vs. `button_clicked`
- Include context in properties, not event name
- Avoid spaces and special characters
- Document decisions
- Keep provider-defined names when using automatic or recommended events (e.g. GA4 `click`, `view_search_results`, `purchase`). Map internal business names explicitly; naming a custom event does not make the provider collect it automatically.

---

## Essential Events

### Marketing Site

| Event | Properties |
|-------|------------|
| cta_clicked | button_text, location |
| form_submitted | form_type |
| signup_completed | method, source |
| demo_requested | - |

### Product/App

| Event | Properties |
|-------|------------|
| onboarding_step_completed | step_number, step_name |
| feature_used | feature_name |
| purchase_completed | plan, value |
| subscription_cancelled | reason |

**For full event library by business type**: See [references/event-library.md](references/event-library.md)

---

## Event Properties

### Standard Properties

| Category | 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 |

### Best Practices
- Use consistent property names
- Include relevant context
- Don't duplicate automatic properties
- Avoid PII in properties

---

## GA4 Implementation

### Quick Setup

1. Create GA4 property and data stream
2. Install gtag.js or GTM
3. Enable enhanced measurement
4. Configure custom events
5. Mark conversions in Admin

### Event Example

```javascript
// GA4's recommended sign_up event, not a custom name, so it feeds built-in reports.
// Your tracking plan can still call this signup_completed; map the name explicitly.
gtag('event', 'sign_up', {
  'method': 'email',
  'plan': 'free'
});
```

**For detailed GA4 implementation**: See [references/ga4-implementation.md](references/ga4-implementation.md)

---

## Google Tag Manager

### Container Structure

| Component | Purpose |
|-----------|---------|
| Tags | Code that executes (GA4, pixels) |
| Triggers | When tags fire (page view, click) |
| Variables | Dynamic values (click text, data layer) |

### Data Layer Pattern

```javascript
dataLayer.push({
  'event': 'form_submitted',
  'form_name': 'contact',
  'form_location': 'footer'
});
```

**For detailed GTM implementation**: See [references/gtm-implementation.md](references/gtm-implementation.md)

---

## UTM Parameter Strategy

### Standard Parameters

| Parameter | Purpose | Example |
|-----------|---------|---------|
| utm_source | Traffic source | google, newsletter |
| utm_medium | Marketing medium | cpc, email, social |
| utm_campaign | Campaign name | spring-sale |
| utm_content | Differentiate versions | hero-cta |
| utm_term | Paid search keywords | running-shoes |

### Naming Conventions
- **Lowercase everything.** GA4 treats `LinkedIn` and `linkedin` as two sources, and the split never merges back.
- **Hyphens between words.** No spaces, underscores, or `+`. Pick one separator for the whole company; this skill uses hyphens.
- **One spelling per source.** `linkedin`, never also `li` or `linkedin.com`. Keep the allowed values in a shared sheet and build links from it.
- **No personal data.** Never put emails, names, phone numbers, or user IDs in a UTM. They land in analytics reports and in referrer logs, and Google's terms prohibit sending PII to GA4.
- **Specific but short:** `blog-footer-cta`, not `cta1`.
- **Test the final URL.** Shorteners and redirects can drop or double parameters. Click the live link and check the landing URL before the campaign ships.

### UTM Patterns by Partner Type

Partner links break most often because each deal gets named on the spot. Fix the pattern per partner type once: `utm_medium` names the kind of deal, `utm_source` names who sent the traffic.

| Partner type | utm_source | utm_medium | utm_campaign | utm_content |
|---|---|---|---|---|
| Newsletter | `{partner}` (one per partner, across all their publications) | `newsletter` | `{partner}-{publication}-{yyyy}-{mm}` | `{placement}-{yyyy-mm-dd}` |
| Creator (YouTube, LinkedIn, TikTok) | `{platform}` | `creator` | `{creator}` | `{post-date}` or the video ID |
| Podcast | `{podcast}` | `podcast` | `{podcast}-{yyyy}-{mm}` | `{spot}-{yyyy-mm-dd}` (pre-roll, mid-roll) |
| Affiliate | `{partner}` | `affiliate` | `{partner}-affiliate` | placement, if they have several |
| Community | `{community}` | `community` | `{community}-{program}` | the channel or post, if known |

- **Use `creator` as the medium for paid creator deals**, not `social` (which mixes them with your organic posts) or `video` (which mixes them with paid video ads). The platform goes in `utm_source`.
- **One link per placement.** A newsletter that runs you on two dates gets two links, so each date's clicks stay separate. The monthly `utm_campaign` rolls them up.
- **Add a custom channel group in GA4.** GA4's default grouping sends mediums like `newsletter`, `creator`, `podcast`, and `community` to Unassigned (only `affiliate` and `email` map to a default channel). Create a channel group with a rule per medium so partner traffic shows up as its own channels.
- Podcast and video links often aren't clickable, so pair the UTM link with a promo code or vanity URL. See **influencer-marketing** for the rest of partner measurement.

*The partner-type pattern is adapted from Wispr Flow's link-creator skill (MIT), published in the skills.marketing library.*

### Traffic From AI Assistants

You can't tag links that ChatGPT, Claude, Perplexity, Gemini, or Copilot put in their answers. Some of those visits arrive with a referrer (`chatgpt.com`, `perplexity.ai`) or an assistant-added `utm_source`; many arrive as direct, or come later through a branded search.

- Add a GA4 channel group rule that matches known assistant referrers and sources into an "AI assistants" channel, and update the list as new assistants appear.
- Treat that channel as the floor. Assistant-driven visits that show up as direct or branded search can be most of the effect, and they won't carry the referrer.
- For measuring the full effect (exposure, delayed visits, and longer attribution windows), see **ai-seo**. For reconciling it with other sources, see **attribution**.

---

## Debugging and Validation

### Testing Tools

| Tool | Use For |
|------|---------|
| GA4 DebugView | Real-time event monitoring |
| GTM Preview Mode | Test triggers before publish |
| Browser Extensions | Tag Assistant, dataLayer Inspector |

### Validation Checklist

- [ ] Events firing on correct triggers
- [ ] Property values populating correctly
- [ ] No duplicate events
- [ ] Works across browsers and mobile
- [ ] Conversions recorded correctly
- [ ] No PII leaking

### Common Issues

| Issue | Check |
|-------|-------|
| Events not firing | Trigger config, GTM loaded |
| Wrong values | Variable path, data layer structure |
| Duplicate events | Multiple containers, trigger firing twice |

---

## Privacy and Compliance

### Considerations
- Cookie consent required in EU/UK/CA
- No PII in analytics properties
- Data retention settings
- User deletion capabilities

### Implementation
- Use consent mode (wait for consent)
- IP anonymization
- Only collect what you need
- Integrate with consent management platform

---

## Output Format

### Tracking Plan Document

```markdown
# [Site/Product] Tracking Plan

## Overview
- Tools: GA4, GTM
- Last updated: [Date]

## Events

| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_completed | User completes signup | method, plan | Success page |

## Custom Dimensions

| Name | Scope | Parameter |
|------|-------|-----------|
| user_type | User | user_type |

## Conversions

| Conversion | Event | Counting |
|------------|-------|----------|
| Signup | signup_completed | Once per session |
```

---

## Task-Specific Questions

1. What tools are you using (GA4, Mixpanel, etc.)?
2. What key actions do you want to track?
3. What decisions will this data inform?
4. Who implements - dev team or marketing?
5. Are there privacy/consent requirements?
6. What's already tracked?

---

## Tool Integrations

For implementation, see the [tools registry](https://github.com/coreyhaines31/marketingskills/blob/main/tools/REGISTRY.md). Key analytics tools:

| Tool | Best For | MCP | Guide |
|------|----------|:---:|-------|
| **GA4** | Web analytics, Google ecosystem | ✓ | [ga4.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/ga4.md) |
| **Mixpanel** | Product analytics, event tracking | - | [mixpanel.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/mixpanel.md) |
| **Amplitude** | Product analytics, cohort analysis | - | [amplitude.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/amplitude.md) |
| **PostHog** | Open-source analytics, session replay | - | [posthog.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/posthog.md) |
| **Segment** | Customer data platform, routing | - | [segment.md](https://github.com/coreyhaines31/marketingskills/blob/main/tools/integrations/segment.md) |

---

## Related Skills

- **ab-testing**: For experiment tracking
- **conversion-tracking**: For getting conversions (including GA4 key events from forms and bookings) to ad platforms and GA4, and verifying they arrive
- **attribution**: For attribution models, multi-touch/MMM/incrementality, and reconciling conflicting numbers across tools (once tracking is live)
- **seo-audit**: For organic traffic analysis
- **cro**: For conversion optimization (uses this data)
- **revops**: For pipeline metrics, CRM tracking, and revenue attribution

---

REFERENCE FILE: skills/analytics/references/event-library.md

# Event Library Reference

Comprehensive list of events to track by business type and context.

## Contents
- Marketing Site Events (navigation & engagement, CTA & form interactions, conversion events)
- Product/App Events (onboarding, core usage, errors & support)
- Monetization Events (pricing & checkout, subscription management)
- E-commerce Events (browsing, cart, checkout, post-purchase)
- B2B / SaaS Specific Events (team & collaboration, integration events, account events)
- Event Properties (Parameters)
- Funnel Event Sequences

## Marketing Site Events

### Navigation & Engagement

| Event Name | Description | Properties |
|------------|-------------|------------|
| page_view | Page loaded (enhanced) | page_title, page_location, content_group |
| scroll_depth | User scrolled to threshold | depth (25, 50, 75, 100) |
| outbound_link_clicked | Click to external site | link_url, link_text |
| internal_link_clicked | Click within site | link_url, link_text, location |
| video_played | Video started | video_id, video_title, duration |
| video_completed | Video finished | video_id, video_title, duration |

### CTA & Form Interactions

| Event Name | Description | Properties |
|------------|-------------|------------|
| cta_clicked | Call to action clicked | button_text, cta_location, page |
| form_started | User began form | form_name, form_location |
| form_field_completed | Field filled | form_name, field_name |
| form_submitted | Form successfully sent | form_name, form_location |
| form_error | Form validation failed | form_name, error_type |
| resource_downloaded | Asset downloaded | resource_name, resource_type |

### Conversion Events

| Event Name | Description | Properties |
|------------|-------------|------------|
| signup_started | Initiated signup | source, page |
| signup_completed | Finished signup | method, plan, source |
| demo_requested | Demo form submitted | company_size, industry |
| contact_submitted | Contact form sent | inquiry_type |
| newsletter_subscribed | Email list signup | source, list_name |
| trial_started | Free trial began | plan, source |

---

## Product/App Events

### Onboarding

| Event Name | Description | Properties |
|------------|-------------|------------|
| signup_completed | Account created | method, referral_source |
| onboarding_started | Began onboarding | - |
| onboarding_step_completed | Step finished | step_number, step_name |
| onboarding_completed | All steps done | steps_completed, time_to_complete |
| onboarding_skipped | User skipped onboarding | step_skipped_at |
| first_key_action_completed | Aha moment reached | action_type |

### Core Usage

| Event Name | Description | Properties |
|------------|-------------|------------|
| session_started | App session began | session_number |
| feature_used | Feature interaction | feature_name, feature_category |
| action_completed | Core action done | action_type, count |
| content_created | User created content | content_type |
| content_edited | User modified content | content_type |
| content_deleted | User removed content | content_type |
| search_performed | In-app search | query, results_count |
| settings_changed | Settings modified | setting_name, new_value |
| invite_sent | User invited others | invite_type, count |

### Errors & Support

| Event Name | Description | Properties |
|------------|-------------|------------|
| error_occurred | Error experienced | error_type, error_message, page |
| help_opened | Help accessed | help_type, page |
| support_contacted | Support request made | contact_method, issue_type |
| feedback_submitted | User feedback given | feedback_type, rating |

---

## Monetization Events

### Pricing & Checkout

| Event Name | Description | Properties |
|------------|-------------|------------|
| pricing_viewed | Pricing page seen | source |
| plan_selected | Plan chosen | plan_name, billing_cycle |
| checkout_started | Began checkout | plan, value |
| payment_info_entered | Payment submitted | payment_method |
| purchase_completed | Purchase successful | plan, value, currency, transaction_id |
| purchase_failed | Purchase failed | error_reason, plan |

### Subscription Management

| Event Name | Description | Properties |
|------------|-------------|------------|
| trial_started | Trial began | plan, trial_length |
| trial_ended | Trial expired | plan, converted (bool) |
| subscription_upgraded | Plan upgraded | from_plan, to_plan, value |
| subscription_downgraded | Plan downgraded | from_plan, to_plan |
| subscription_cancelled | Cancelled | plan, reason, tenure |
| subscription_renewed | Renewed | plan, value |
| billing_updated | Payment method changed | - |

---

## E-commerce Events

### Browsing

| Event Name | Description | Properties |
|------------|-------------|------------|
| product_viewed | Product page viewed | product_id, product_name, category, price |
| product_list_viewed | Category/list viewed | list_name, products[] |
| product_searched | Search performed | query, results_count |
| product_filtered | Filters applied | filter_type, filter_value |
| product_sorted | Sort applied | sort_by, sort_order |

### Cart

| Event Name | Description | Properties |
|------------|-------------|------------|
| product_added_to_cart | Item added | product_id, product_name, price, quantity |
| product_removed_from_cart | Item removed | product_id, product_name, price, quantity |
| cart_viewed | Cart page viewed | cart_value, items_count |

### Checkout

| Event Name | Description | Properties |
|------------|-------------|------------|
| checkout_started | Checkout began | cart_value, items_count |
| checkout_step_completed | Step finished | step_number, step_name |
| shipping_info_entered | Address entered | shipping_method |
| payment_info_entered | Payment entered | payment_method |
| coupon_applied | Coupon used | coupon_code, discount_value |
| purchase_completed | Order placed | transaction_id, value, currency, items[] |

### Post-Purchase

| Event Name | Description | Properties |
|------------|-------------|------------|
| order_confirmed | Confirmation viewed | transaction_id |
| refund_requested | Refund initiated | transaction_id, reason |
| refund_completed | Refund processed | transaction_id, value |
| review_submitted | Product reviewed | product_id, rating |

---

## B2B / SaaS Specific Events

### Team & Collaboration

| Event Name | Description | Properties |
|------------|-------------|------------|
| team_created | New team/org made | team_size, plan |
| team_member_invited | Invite sent | role, invite_method |
| team_member_joined | Member accepted | role |
| team_member_removed | Member removed | role |
| role_changed | Permissions updated | user_id, old_role, new_role |

### Integration Events

| Event Name | Description | Properties |
|------------|-------------|------------|
| integration_viewed | Integration page seen | integration_name |
| integration_started | Setup began | integration_name |
| integration_connected | Successfully connected | integration_name |
| integration_disconnected | Removed integration | integration_name, reason |

### Account Events

| Event Name | Description | Properties |
|------------|-------------|------------|
| account_created | New account | source, plan |
| account_upgraded | Plan upgrade | from_plan, to_plan |
| account_churned | Account closed | reason, tenure, mrr_lost |
| account_reactivated | Returned customer | previous_tenure, new_plan |

---

## Event Properties (Parameters)

### Standard Properties to Include

**User Context:**
```
user_id: "12345"
user_type: "free" | "trial" | "paid"
account_id: "acct_123"
plan_type: "starter" | "pro" | "enterprise"
```

**Session Context:**
```
session_id: "sess_abc"
session_number: 5
page: "/pricing"
referrer: "https://google.com"
```

**Campaign Context:**
```
source: "google"
medium: "cpc"
campaign: "spring-sale"
content: "hero-cta"
```

**Product Context (E-commerce):**
```
product_id: "SKU123"
product_name: "Product Name"
category: "Category"
price: 99.99
quantity: 1
currency: "USD"
```

**Timing:**
```
timestamp: "2024-01-15T10:30:00Z"
time_on_page: 45
session_duration: 300
```

---

## Funnel Event Sequences

### Signup Funnel
1. signup_started
2. signup_step_completed (email)
3. signup_step_completed (password)
4. signup_completed
5. onboarding_started

### Purchase Funnel
1. pricing_viewed
2. plan_selected
3. checkout_started
4. payment_info_entered
5. purchase_completed

### E-commerce Funnel
1. product_viewed
2. product_added_to_cart
3. cart_viewed
4. checkout_started
5. shipping_info_entered
6. payment_info_entered
7. purchase_completed

---

REFERENCE FILE: skills/analytics/references/ga4-implementation.md

# GA4 Implementation Reference

Detailed implementation guide for Google Analytics 4.

## Contents
- Configuration (data streams, enhanced measurement events, recommended events)
- Custom Events (gtag.js implementation, Google Tag Manager)
- Conversions Setup (creating conversions, conversion values)
- Custom Dimensions and Metrics (when to use, setup steps, examples)
- Audiences (creating audiences, audience examples)
- Debugging (DebugView, real-time reports, common issues)
- Data Quality (filters, cross-domain tracking, session settings)
- Integration with Google Ads (linking, audience export)

## Configuration

### Data Streams

- One stream per platform (web, iOS, Android)
- Enable enhanced measurement for automatic tracking
- Configure data retention (2 months default, 14 months max)
- Enable Google Signals (for cross-device, if consented)

### Enhanced Measurement Events (Automatic)

| Event | Description | Configuration |
|-------|-------------|---------------|
| page_view | Page loads | Automatic |
| scroll | 90% scroll depth | Toggle on/off |
| click | Outbound link click (`outbound: true`); cross-domain measurement domains are excluded | Toggle on/off |
| view_search_results | Search results page with a configured search query parameter | Configure query parameters |
| video_start, video_progress, video_complete | Embedded YouTube start, progress and completion | Toggle on/off; JS API support required |
| file_download | PDF, docs, etc. | Configurable extensions |

Use these exact names in event filters and triggers. The option labels "outbound clicks", "site search" and "video engagement" are not automatic event names. For video, report starts, progress milestones and completions separately; adding all three counts double-counts a viewing journey. A custom event with one of the old labels needs its own implementation. Verify enabled options and observed parameters in DebugView before expecting data.

Contract: [Google enhanced measurement events](https://support.google.com/analytics/answer/9216061).

### Recommended Events

Use Google's predefined events when possible for enhanced reporting:

**All properties:**
- login, sign_up
- share
- search

**E-commerce:**
- view_item, view_item_list
- add_to_cart, remove_from_cart
- begin_checkout
- add_payment_info
- purchase, refund

**Games:**
- level_up, unlock_achievement
- post_score, spend_virtual_currency

Reference: https://support.google.com/analytics/answer/9267735

---

## Custom Events

### gtag.js Implementation

```javascript
// Recommended event (your plan's signup_completed maps to GA4's sign_up)
gtag('event', 'sign_up', {
  'method': 'email',
  'plan': 'free'
});

// Event with value
gtag('event', 'purchase', {
  'transaction_id': 'T12345',
  'value': 99.99,
  'currency': 'USD',
  'items': [{
    'item_id': 'SKU123',
    'item_name': 'Product Name',
    'price': 99.99
  }]
});

// User properties
gtag('set', 'user_properties', {
  'user_type': 'premium',
  'plan_name': 'pro'
});

// User ID (for logged-in users)
gtag('config', 'GA_MEASUREMENT_ID', {
  'user_id': 'USER_ID'
});
```

### Google Tag Manager (dataLayer)

```javascript
// Internal event name; a GTM GA4 Event tag sends it to GA4 as sign_up
dataLayer.push({
  'event': 'signup_completed',
  'method': 'email',
  'plan': 'free'
});

// Set user properties
dataLayer.push({
  'user_id': '12345',
  'user_type': 'premium'
});

// E-commerce purchase
dataLayer.push({
  'event': 'purchase',
  'ecommerce': {
    'transaction_id': 'T12345',
    'value': 99.99,
    'currency': 'USD',
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});

// Clear ecommerce before sending (best practice)
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'view_item',
  'ecommerce': {
    // ...
  }
});
```

---

## Conversions Setup

### Creating Conversions

1. **Collect the event** - Ensure event is firing in GA4
2. **Mark as conversion** - Admin > Events > Mark as conversion
3. **Set counting method**:
   - Once per session (leads, signups)
   - Every event (purchases)
4. **Import to Google Ads** - For conversion-optimized bidding

### Conversion Values

```javascript
// Event with conversion value
gtag('event', 'purchase', {
  'value': 99.99,
  'currency': 'USD'
});
```

Or set default value in GA4 Admin when marking conversion.

---

## Custom Dimensions and Metrics

### When to Use

**Custom dimensions:**
- Properties you want to segment/filter by
- User attributes (plan type, industry)
- Content attributes (author, category)

**Custom metrics:**
- Numeric values to aggregate
- Scores, counts, durations

### Setup Steps

1. Admin > Data display > Custom definitions
2. Create dimension or metric
3. Choose scope:
   - **Event**: Per event (content_type)
   - **User**: Per user (account_type)
   - **Item**: Per product (product_category)
4. Enter parameter name (must match event parameter)

### Examples

| Dimension | Scope | Parameter | Description |
|-----------|-------|-----------|-------------|
| User Type | User | user_type | Free, trial, paid |
| Content Author | Event | author | Blog post author |
| Product Category | Item | item_category | E-commerce category |

---

## Audiences

### Creating Audiences

Admin > Data display > Audiences

**Use cases:**
- Remarketing audiences (export to Ads)
- Segment analysis
- Trigger-based events

### Audience Examples

**High-intent visitors:**
- Viewed pricing page
- Did not convert
- In last 7 days

**Engaged users:**
- 3+ sessions
- Or 5+ minutes total engagement

**Purchasers:**
- Purchase event
- For exclusion or lookalike

---

## Debugging

### DebugView

Enable with:
- URL parameter: `?debug_mode=true`
- Chrome extension: GA Debugger
- gtag: `'debug_mode': true` in config

View at: Reports > Configure > DebugView

### Real-Time Reports

Check events within 30 minutes:
Reports > Real-time

### Common Issues

**Events not appearing:**
- Check DebugView first
- Verify gtag/GTM firing
- Check filter exclusions

**Parameter values missing:**
- Custom dimension not created
- Parameter name mismatch
- Data still processing (24-48 hrs)

**Conversions not recording:**
- Event not marked as conversion
- Event name doesn't match
- Counting method (once vs. every)

---

## Data Quality

### Filters

Admin > Data streams > [Stream] > Configure tag settings > Define internal traffic

**Exclude:**
- Internal IP addresses
- Developer traffic
- Testing environments

### Cross-Domain Tracking

For multiple domains sharing analytics:

1. Admin > Data streams > [Stream] > Configure tag settings
2. Configure your domains
3. List all domains that should share sessions

### Session Settings

Admin > Data streams > [Stream] > Configure tag settings

- Session timeout (default 30 min)
- Engaged session duration (10 sec default)

---

## Integration with Google Ads

### Linking

1. Admin > Product links > Google Ads links
2. Enable auto-tagging in Google Ads
3. Import conversions in Google Ads

### Audience Export

Audiences created in GA4 can be used in Google Ads for:
- Remarketing campaigns
- Customer match
- Similar audiences

---

REFERENCE FILE: skills/analytics/references/gtm-implementation.md

# Google Tag Manager Implementation Reference

Detailed guide for implementing tracking via Google Tag Manager.

## Contents
- Container Structure (tags, triggers, variables)
- Naming Conventions
- Data Layer Patterns
- Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)
- Preview and Debug
- Workspaces and Versioning
- Consent Management
- Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)

## Container Structure

### Tags

Tags are code snippets that execute when triggered.

**Common tag types:**
- GA4 Configuration (base setup)
- GA4 Event (custom events)
- Google Ads Conversion
- Facebook Pixel
- LinkedIn Insight Tag
- Custom HTML (for other pixels)

### Triggers

Triggers define when tags fire.

**Built-in triggers:**
- Page View: All Pages, DOM Ready, Window Loaded
- Click: All Elements, Just Links
- Form Submission
- Scroll Depth
- Timer
- Element Visibility

**Custom triggers:**
- Custom Event (from dataLayer)
- Trigger Groups (multiple conditions)

### Variables

Variables capture dynamic values.

**Built-in (enable as needed):**
- Click Text, Click URL, Click ID, Click Classes
- Page Path, Page URL, Page Hostname
- Referrer
- Form Element, Form ID

**User-defined:**
- Data Layer variables
- JavaScript variables
- Lookup tables
- RegEx tables
- Constants

---

## Naming Conventions

### Recommended Format

```
[Type] - [Description] - [Detail]

Tags:
GA4 - Event - Signup Completed
GA4 - Config - Base Configuration
FB - Pixel - Page View
HTML - LiveChat Widget

Triggers:
Click - CTA Button
Submit - Contact Form
View - Pricing Page
Custom - signup_completed

Variables:
DL - user_id
JS - Current Timestamp
LT - Campaign Source Map
```

---

## Data Layer Patterns

### Basic Structure

```javascript
// Initialize (in <head> before GTM)
window.dataLayer = window.dataLayer || [];

// Push event
dataLayer.push({
  'event': 'event_name',
  'property1': 'value1',
  'property2': 'value2'
});
```

### Page Load Data

```javascript
// Set on page load (before GTM container)
window.dataLayer = window.dataLayer || [];
dataLayer.push({
  'pageType': 'product',
  'contentGroup': 'products',
  'user': {
    'loggedIn': true,
    'userId': '12345',
    'userType': 'premium'
  }
});
```

### Form Submission

```javascript
document.querySelector('#contact-form').addEventListener('submit', function() {
  dataLayer.push({
    'event': 'form_submitted',
    'formName': 'contact',
    'formLocation': 'footer'
  });
});
```

### Button Click

```javascript
document.querySelector('.cta-button').addEventListener('click', function() {
  dataLayer.push({
    'event': 'cta_clicked',
    'ctaText': this.innerText,
    'ctaLocation': 'hero'
  });
});
```

### E-commerce Events

```javascript
// Product view
dataLayer.push({ ecommerce: null }); // Clear previous
dataLayer.push({
  'event': 'view_item',
  'ecommerce': {
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'item_category': 'Category',
      'quantity': 1
    }]
  }
});

// Add to cart
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'add_to_cart',
  'ecommerce': {
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});

// Purchase
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'purchase',
  'ecommerce': {
    'transaction_id': 'T12345',
    'value': 99.99,
    'currency': 'USD',
    'tax': 5.00,
    'shipping': 10.00,
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});
```

---

## Common Tag Configurations

### GA4 Configuration Tag

**Tag Type:** Google Analytics: GA4 Configuration

**Settings:**
- Measurement ID: G-XXXXXXXX
- Send page view: Checked (for pageviews)
- User Properties: Add any user-level dimensions

**Trigger:** All Pages

### GA4 Event Tag

**Tag Type:** Google Analytics: GA4 Event

**Settings:**
- Configuration Tag: Select your config tag
- Event Name: {{DL - event_name}} or hardcode
- Event Parameters: Add parameters from dataLayer

**Trigger:** Custom Event with event name match

### Facebook Pixel - Base

**Tag Type:** Custom HTML

```html
<script>
  !function(f,b,e,v,n,t,s)
  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
  n.queue=[];t=b.createElement(e);t.async=!0;
  t.src=v;s=b.getElementsByTagName(e)[0];
  s.parentNode.insertBefore(t,s)}(window, document,'script',
  'https://connect.facebook.net/en_US/fbevents.js');
  fbq('init', 'YOUR_PIXEL_ID');
  fbq('track', 'PageView');
</script>
```

**Trigger:** All Pages

### Facebook Pixel - Event

**Tag Type:** Custom HTML

```html
<script>
  fbq('track', 'Lead', {
    content_name: '{{DL - form_name}}'
  });
</script>
```

**Trigger:** Custom Event - form_submitted

---

## Preview and Debug

### Preview Mode

1. Click "Preview" in GTM
2. Enter site URL
3. GTM debug panel opens at bottom

**What to check:**
- Tags fired on this event
- Tags not fired (and why)
- Variables and their values
- Data layer contents

### Debug Tips

**Tag not firing:**
- Check trigger conditions
- Verify data layer push
- Check tag sequencing

**Wrong variable value:**
- Check data layer structure
- Verify variable path (nested objects)
- Check timing (data may not exist yet)

**Multiple firings:**
- Check trigger uniqueness
- Look for duplicate tags
- Check tag firing options

---

## Workspaces and Versioning

### Workspaces

Use workspaces for team collaboration:
- Default workspace for production
- Separate workspaces for large changes
- Merge when ready

### Version Management

**Best practices:**
- Name every version descriptively
- Add notes explaining changes
- Review changes before publish
- Keep production version noted

**Version notes example:**
```
v15: Added purchase conversion tracking
- New tag: GA4 - Event - Purchase
- New trigger: Custom Event - purchase
- New variables: DL - transaction_id, DL - value
- Tested: Chrome, Safari, Mobile
```

---

## Consent Management

### Consent Mode Integration

```javascript
// Default state (before consent)
gtag('consent', 'default', {
  'analytics_storage': 'denied',
  'ad_storage': 'denied'
});

// Update on consent
function grantConsent() {
  gtag('consent', 'update', {
    'analytics_storage': 'granted',
    'ad_storage': 'granted'
  });
}
```

### GTM Consent Overview

1. Enable Consent Overview in Admin
2. Configure consent for each tag
3. Tags respect consent state automatically

---

## Advanced Patterns

### Tag Sequencing

**Setup tags to fire in order:**
Tag Configuration > Advanced Settings > Tag Sequencing

**Use cases:**
- Config tag before event tags
- Pixel initialization before tracking
- Cleanup after conversion

### Exception Handling

**Trigger exceptions** - Prevent tag from firing:
- Exclude certain pages
- Exclude internal traffic
- Exclude during testing

### Custom JavaScript Variables

```javascript
// Get URL parameter
function() {
  var params = new URLSearchParams(window.location.search);
  return params.get('campaign') || '(not set)';
}

// Get cookie value
function() {
  var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
  return match ? match[2] : null;
}

// Read a machine-readable amount, not the localized display text.
// Example: <span class="product-price" data-price="1234.56">$1,234.56</span>
function() {
  var el = document.querySelector('.product-price');
  var raw = el ? el.getAttribute('data-price') : null;
  if (raw === null || !/^(?:0|[1-9][0-9]*)(?:\.[0-9]+)?$/.test(raw)) return null;
  var amount = Number(raw);
  return isFinite(amount) ? amount : null;
}
```

For monetary tracking, prefer the numeric amount and currency from the application data layer. If a DOM variable is needed, have the application render `data-price` as an unformatted, non-negative decimal in major currency units; pass its currency separately. Do not infer the amount or currency from presentation text: `parseFloat` turns `$1,234.56` into `1` after removing `$`, and localized separators have different meanings. A missing or invalid amount returns `null`, so skip that monetary event or diagnose it before sending; reserve `0` for an explicitly free item.

---

Source: Marketing Skills by Corey Haines, shared under the MIT License.

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