Analytics: Tracking

Guides analytics implementation: GA4 setup, event tracking, conversions, and data quality. Applies to web and app tracking across marketing channels.

When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

User ID

• Purpose: Cross-device, cross-session user identification
• Implementation: Set user_id when user is identified (e.g., login); send to GA4
• Benefit: Accurate attribution across sessions; better audience building

CTA Attribution (Article ROI)

Track CTA clicks on key articles to measure content ROI:

| Action | Purpose | |--------|---------| | Event per CTA | e.g., cta_click with content_url, content_type | | Conversion | Mark as conversion in GA4 for attribution | | Use | Compare high vs low performers; optimize CTA placement and copy |

See seo-monitoring for article database and benchmark context.

Infrastructure Requirements

| Component | Purpose | |-----------|---------| | Data warehouse | Centralized data; BI reporting | | Event tracking | User behavior; funnel mapping | | Attribution | Ad pixels; attribution model; impression-to-sale tracking |

Optimization flow: Clean UTM + conversion events → attribution reports → optimize channel mix.

Scope

• GA4: Web data stream, gtag.js, configuration
• User ID: Cross-device, cross-session identification
• CTA attribution: Per-article conversion tracking for content ROI
• Events: Recommended and custom events
• Conversions: Key events, parameters
• Quality: Naming, testing, validation

GA4 Setup

Prerequisites

• Google Analytics property and web data stream
• Google tag (gtag.js) on all pages
• Measurement ID (e.g., G-XXXXXXXXXX)

Enhanced Measurement

Enable in Admin > Data Streams > Enhanced Measurement for automatic tracking of:

• Page views, scrolls, outbound clicks
• Site search, file downloads
• Video engagement (YouTube)

Event Tracking

Event Types

| Type | Description | |------|-------------| | Automatically collected | page_view, first_visit, session_start | | Enhanced measurement | scroll, click, file_download, etc. | | Recommended | purchase, sign_up, search, etc. | | Custom | Business-specific actions |

Naming Conventions

• Length: <=40 characters (GA4 hard limit; longer names are not logged)
• Format: snake_case, lowercase
• Verb first: download_pdf, submit_form, video_play
• Context: pricing_page_scroll vs generic scroll

gtag.js Syntax

gtag('event', '<event_name>', {
  <parameter_name>: <value>,
  // e.g. value: 99.99, currency: 'USD'
});

Place below the Google tag snippet. Events fire on page load or user action (e.g., button click).

Recommended Events

| Event | Use | Key Parameters | |-------|-----|----------------| | purchase | E-commerce | value, currency, items | | sign_up | Registration | method | | login | Login | method | | search | Site search | search_term | | view_item | Product view | items | | add_to_cart | Add to cart | items |

Custom Events

• Focus on 15-25 meaningful events aligned with KPIs
• Add parameters for context (e.g., content_type, item_id)
• Avoid tracking everything; prioritize quality over quantity

Conversions (Key Events)

• Mark important events as conversions in GA4 Admin
• Use for attribution, audiences, and reporting
• Typical: purchase, sign_up, lead, contact

Attribution & Conversion Optimization

Attribution models determine how conversion credit is assigned across touchpoints. Use attribution data to optimize ads and growth channels.

| Model | Use | |-------|-----| | Data-driven (GA4 default) | ML assigns credit by actual contribution; best for multi-touch journeys | | Last-click | 100% to final touchpoint; simple but undervalues awareness/consideration |

Optimization flow: Clean UTM (source, medium, campaign) + conversion events → GA4 attribution reports → compare channels by attributed conversions → reallocate budget to ads/channels that drive results. Inconsistent UTM fragments data; multi-touch attribution requires reliable touchpoint data.

Reference: UTM.io – UTMs for Marketing Attribution, GA4 – Get started with attribution

Testing & Validation

| Tool | Use | |------|-----| | Realtime | See events as they fire | | DebugView | Detailed event/parameter inspection; requires debug mode | | GA4 Debug mode | gtag('config', 'G-XXX', { 'debug_mode': true }); or GTM preview |

• Test before launch; verify parameters and naming
• Check for duplicate events, missing values

Output Format

• Event list (name, trigger, parameters)
• Implementation notes (gtag or GTM)
• Conversion mapping
• Testing checklist

Related Skills

• traffic-analysis: UTM, source attribution; attribution for channel optimization
• ai-traffic-tracking: AI traffic in GA4
• google-search-console: GSC analysis (correlate with GA4)
• seo-monitoring: Article database, benchmark, full SEO monitoring framework