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

analytics-tracking