Marketing Analytics Tracking

---
name: marketing-analytics-tracking
description: Plan analytics and event tracking — measurement framework, event naming taxonomy, attribution model, UTM strategy and tool setup. Use when the user does not know what to track, is setting up GA4, Mixpanel or PostHog, or cannot tell which channels drive signups. Not for pipeline stages, lead scoring and revenue reporting; see /marketing-revops.
metadata:
  argument-hint: "[project] [--skip-checks]"
---

# Analytics Tracking

Plan analytics and event tracking for "$ARGUMENTS". Design measurement frameworks, event taxonomies, and attribution models.

**Arguments.** `$ARGUMENTS` may contain the project name and optional flags. Take the first token as `<project>` and treat `--skip-checks` as a flag; never include flags in file paths. All paths below use `<project>`. If `--skip-checks` is present, skip the prerequisite check and, **before writing any artifact**, append one line to `.singularskills/log.jsonl`: `{"ts":"<ISO timestamp>","skill":"marketing-analytics-tracking","workflow":"marketing","phase":null,"project":"<project>","event":"skipped","artifact":"<artifact file>","note":"<reason or \"none given\">"}`.

## Prerequisites

None — this is a utility skill that works across all phases.

## Process

1. **Read context** (if available):
   - Read `.singularskills/marketing/<project>/00-strategy.md` for KPIs and success metrics
   - Read any existing phase artifacts for metrics mentioned

2. **Define measurement framework:**
   - What business questions need answering?
   - Map KPIs to RACE phases: Reach, Act, Convert, Engage
   - Identify leading vs. lagging indicators
   - Define the conversion funnel with measurable steps

3. **Design event taxonomy:**
   - Naming convention: `category_action_label` or `object.action`
   - Core events: page views, signups, activations, conversions, upgrades, churns
   - Engagement events: feature usage, content consumption, sharing
   - Campaign events: UTM tracking, ad clicks, email opens
   - Properties per event: what metadata to capture

4. **Attribution model:**
   - First-touch vs. last-touch vs. multi-touch attribution
   - UTM parameter strategy
   - Cross-device and cross-session tracking considerations
   - Privacy and consent requirements (GDPR, CCPA)

5. **Tool recommendations:**
   - Analytics platform (GA4, Mixpanel, Amplitude, PostHog)
   - Tag management (GTM)
   - Data layer design
   - Dashboard and reporting recommendations

6. **Write the artifact** — write to `.singularskills/marketing/<project>/analytics-tracking.md`:
   - **Measurement Framework** — KPIs per RACE phase
   - **Event Taxonomy** — full event list with properties
   - **Attribution Model** — recommended model with rationale
   - **Implementation Guide** — tool setup and tag management
   - **Dashboard Plan** — what dashboards to build

## Output

Analytics plan written to `.singularskills/marketing/<project>/analytics-tracking.md`. Present a summary highlighting:
- Core events to implement
- Recommended analytics stack
- Attribution model choice