# Data & funnel analytics Human Guide

## What This Is For
Analytics tracking, interpretation, funnel analysis, product metrics, and ROI measurement. It gives the agent a clearer input/output frame for marketing analytics: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Data & funnel analytics agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for data & funnel analytics.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Data & funnel analytics guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **User context:** user_id, user_type (free/paid/admin), plan_type
- **Attribution:** source, medium, campaign, content, term (UTM params)
- **Page:** page_title, page_location, content_group
- **PII hygiene:** Never send email, name, or phone as event properties. Use hashed user IDs only.
- Apply to ALL paid and email links
- Never use on internal links (breaks session attribution)
- Lowercase, hyphens not spaces
- Document in a UTM tracking sheet
- GDPR/CCPA: Implement consent management, block GA4 until consent granted
- GA4 data retention: 14 months max (Admin → Data Settings)
- **Executive:** North Star Metric (big number), revenue (MRR/ARR), key trends
- **Product:** Active users, feature usage, retention cohorts, funnels

## Decision Points And Nuance
The original skill emphasizes: Workspace Context, Operating Contract, Analytics Tracking, Event Naming Convention, Tracking Plan, Standard Properties, GA4 Implementation, UTM Parameters, Privacy & Compliance, Analytics Interpretation.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- **PII hygiene:** Never send email, name, or phone as event properties. Use hashed user IDs only.
- Never use on internal links (breaks session attribution)
- | Metric | Good | Warning | Poor | Action When Poor |
- [ ] Do not send traffic to this funnel
- | -50% | 360M | -140M | -70% | Never |

## Copy-And-Paste Prompt
```text
Use the Data & funnel analytics human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the manojbajaj95/claude-gtm-plugin skill entry for `data-and-funnel-analytics`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Data & Funnel Analytics

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.


End-to-end analytics: set up tracking, interpret data, analyze funnels, measure product engagement, validate conversion paths, and calculate ROI.

**Principle:** Track for decisions, not data — every event should inform an action.

---

## Analytics Tracking

### Event Naming Convention

Format: `object_action` in lowercase snake_case.

```
signup_completed | cta_hero_clicked | checkout_started | onboarding_step_completed
```

Rules: Specific over vague (`cta_hero_clicked` not `button_clicked`), past tense for completed actions, context in properties not event name.

### Tracking Plan

| Category | Event | Key Properties |
|----------|-------|---------------|
| **Marketing** | `page_view` | page_title, page_location, referrer |
| | `cta_clicked` | button_text, location, page |
| | `form_submitted` | form_type, page |
| | `signup_completed` | method, plan |
| **Product** | `onboarding_step_completed` | step_number, step_name |
| | `feature_used` | feature_name, context |
| | `trial_started` | plan, source |
| | `purchase_completed` | plan, value, currency |
| **E-commerce** | `product_viewed` | product_id, category, price |
| | `product_added_to_cart` | product_id, price, quantity |
| | `checkout_started` | cart_value, items_count |

### Standard Properties

- **User context:** user_id, user_type (free/paid/admin), plan_type
- **Attribution:** source, medium, campaign, content, term (UTM params)
- **Page:** page_title, page_location, content_group
- **PII hygiene:** Never send email, name, or phone as event properties. Use hashed user IDs only.

### GA4 Implementation

```javascript
// gtag.js custom event
gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free',
  'user_id': userId
});

// GTM dataLayer
dataLayer.push({
  'event': 'signup_completed',
  'method': 'email',
  'plan': 'free'
});
```

**Enhanced Measurement** (enable in GA4): page_view, scroll, outbound_click, site_search, video_engagement, file_download.

**Conversions:** Admin → Events → Toggle "Mark as conversion." Counting: once per session (form submit) or every time (purchase).

### UTM Parameters

Convention: `utm_source={channel}&utm_medium={cpc|email|organic|social}&utm_campaign={id}&utm_content={variant}&utm_term={keyword}`

- Apply to ALL paid and email links
- Never use on internal links (breaks session attribution)