Analytics Tracking

Initial Assessment

1. Business Context
   • What decisions will this data inform?
   • What are the key conversion actions?
   • What questions need answering?
2. Current State
   • What tracking exists?
   • What tools are in use (GA4, Mixpanel, Amplitude, etc.)?
   • What's working/not working?
3. Technical Context
   • What's the tech stack?
   • Who will implement and maintain?
   • 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

Tracking Plan Framework

Structure

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

Event Types

• Automatic in most tools
• Enhanced with page metadata

• Button clicks
• Form submissions
• Feature usage
• Content interactions

• Signup completed
• Purchase completed
• Subscription changed
• Errors occurred

• Goal completions
• Funnel stages
• Business-specific milestones

Event Naming Conventions

Format Options

signup_completed
button_clicked
form_submitted
article_read

click_button
submit_form
complete_signup

checkout_payment_completed
blog_article_viewed
onboarding_step_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

Essential Events to Track

Marketing Site

• page_view (enhanced)
• outbound_link_clicked
• scroll_depth (25%, 50%, 75%, 100%)

• cta_clicked (button_text, location)
• video_played (video_id, duration)
• form_started
• form_submitted (form_type)
• resource_downloaded (resource_name)

• signup_started
• signup_completed
• demo_requested
• contact_submitted

Product/App

• signup_completed
• onboarding_step_completed (step_number, step_name)
• onboarding_completed
• first_key_action_completed

• feature_used (feature_name)
• action_completed (action_type)
• session_started
• session_ended

• trial_started
• pricing_viewed
• checkout_started
• purchase_completed (plan, value)
• subscription_cancelled

E-commerce

• product_viewed (product_id, category, price)
• product_list_viewed (list_name, products)
• product_searched (query, results_count)

• product_added_to_cart
• product_removed_from_cart
• cart_viewed

• checkout_started
• checkout_step_completed (step)
• payment_info_entered
• purchase_completed (order_id, value, products)

Event Properties (Parameters)

Standard Properties to Consider

• page_title
• page_location (URL)
• page_referrer
• content_group

• user_id (if logged in)
• user_type (free, paid, admin)
• account_id (B2B)
• plan_type

• source
• medium
• campaign
• content
• term

• product_id
• product_name
• category
• price
• quantity
• currency

• timestamp
• session_duration
• time_on_page

Best Practices

• Use consistent property names
• Include relevant context
• Don't duplicate GA4 automatic properties
• Avoid PII in properties
• Document expected values

GA4 Implementation

Configuration

• One stream per platform (web, iOS, Android)
• Enable enhanced measurement

• page_view (automatic)
• scroll (90% depth)
• outbound_click
• site_search
• video_engagement
• file_download

• Use Google's predefined events when possible
• Correct naming for enhanced reporting
• See: https://support.google.com/analytics/answer/9267735

Custom Events (GA4)

// gtag.js
gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});

// Google Tag Manager (dataLayer)
dataLayer.push({
  'event': 'signup_completed',
  'method': 'email',
  'plan': 'free'
});

Conversions Setup

1. Collect event in GA4
2. Mark as conversion in Admin > Events
3. Set conversion counting (once per session or every time)
4. Import to Google Ads if needed

Custom Dimensions and Metrics

• Properties you want to segment by
• Metrics you want to aggregate
• Beyond standard parameters

1. Create in Admin > Custom definitions
2. Scope: Event, User, or Item
3. Parameter name must match

Google Tag Manager Implementation

Container Structure

• GA4 Configuration (base)
• GA4 Event tags (one per event or grouped)
• Conversion pixels (Facebook, LinkedIn, etc.)

• Page View (DOM Ready, Window Loaded)
• Click - All Elements / Just Links
• Form Submission
• Custom Events

• Built-in: Click Text, Click URL, Page Path, etc.
• Data Layer variables
• JavaScript variables
• Lookup tables

Best Practices

• Use folders to organize
• Consistent naming (Tag_Type_Description)
• Version notes on every publish
• Preview mode for testing
• Workspaces for team collaboration

Data Layer Pattern

// Push custom event
dataLayer.push({
  'event': 'form_submitted',
  'form_name': 'contact',
  'form_location': 'footer'
});

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

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

UTM Parameter Strategy

Standard Parameters

Naming Conventions

• google, not Google
• email, not Email

• product_launch or product-launch
• Pick one, stick with it

• blog_footer_cta, not cta1
• 2024_q1_promo, not promo

UTM Documentation

UTM Builder

• Google's URL builder
• Internal tool
• Spreadsheet formula

Debugging and Validation

Testing Tools

• Real-time event monitoring
• Enable with ?debug_mode=true
• Or via Chrome extension

• Test triggers and tags
• See data layer state
• Validate before publish

• GA Debugger
• Tag Assistant
• dataLayer Inspector

Validation Checklist

• Events firing on correct triggers
• Property values populating correctly
• No duplicate events
• Works across browsers
• Works on mobile
• Conversions recorded correctly
• User ID passing when logged in
• No PII leaking

Common Issues

• Trigger misconfigured
• Tag paused
• GTM not loaded on page

• Variable not configured
• Data layer not pushing correctly
• Timing issues (fire before data ready)

• Multiple GTM containers
• Multiple tag instances
• Trigger firing multiple times

Privacy and Compliance

Considerations

• Cookie consent required in EU/UK/CA
• No PII in analytics properties
• Data retention settings
• User deletion capabilities
• Cross-device tracking consent

Implementation

• Wait for consent before tracking
• Use consent mode for partial tracking
• Integrate with consent management platform

• Only collect what you need
• IP anonymization
• No PII in custom dimensions

Output Format

Tracking Plan Document

# [Site/Product] Tracking Plan

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

## Events

### Marketing Events

| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_started | User initiates signup | source, page | Click signup CTA |
| signup_completed | User completes signup | method, plan | Signup success page |

### Product Events
[Similar table]

## Custom Dimensions

| Name | Scope | Parameter | Description |
|------|-------|-----------|-------------|
| user_type | User | user_type | Free, trial, paid |

## Conversions

| Conversion | Event | Counting | Google Ads |
|------------|-------|----------|------------|
| Signup | signup_completed | Once per session | Yes |

## UTM Convention

[Guidelines]

Implementation Code

Testing Checklist

Questions to Ask

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?

Related Skills

• ab-test-setup: For experiment tracking
• seo-audit: For organic traffic analysis
• lp-optimizer: For conversion optimization (uses this data)