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Data & Funnel Analytics
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
// 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)
- Lowercase, hyphens not spaces
- Document in a UTM tracking sheet
Privacy & Compliance
- GDPR/CCPA: Implement consent management, block GA4 until consent granted
- GA4 data retention: 14 months max (Admin → Data Settings)
- IP anonymization enabled
Analytics Interpretation
GA4 Benchmarks
| Metric | Good | Warning | Poor | Action When Poor |
|---|
| Avg Time on Page | >3 min | 1–3 min | <1 min | Improve content depth |
| Bounce Rate | <40% | 40–70% | >70% | Add internal links, improve intro |
| Engagement Rate | >60% | 30–60% | <30% | Review content quality |
| Scroll Depth | >75% | 50–75% | <50% | Add visual breaks |
| Pages/Session | >2.5 | 1.5–2.5 | <1.5 | Improve internal linking |
Google Search Console Benchmarks
| Metric | Good | Warning | Poor | Action When Poor |
|---|
| CTR | >5% | 2–5% | <2% | Improve title/meta description |
| Avg Position | 1–3 | 4–10 | >10 | Strengthen content, build links |
| Impressions | Growing | Stable | Declining | Refresh content |
Traffic Quality Matrix
High Engagement
│
┌──────────────┼──────────────┐
│ HIDDEN GEM │ STAR │
│ Low traffic │ High traffic│
│ → Promote │ → Maintain │
Low ───────┼──────────────┼──────────────┼─── High
Traffic │ UNDERPERFORM│ LEAKY │ Traffic
│ Low traffic │ High traffic│
│ → Rework │ → Optimize │
└──────────────┼──────────────┘
│
Low Engagement
Anomaly Detection
| Metric | Significant Change | Alert Level |
|---|
| Traffic | ±30% WoW | HIGH |
| CTR | ±1pp WoW | MEDIUM |
| Position | ±5 positions | HIGH |
| Bounce Rate | ±10pp WoW | MEDIUM |
Product Analytics
North Star Metric
The ONE metric that represents customer value:
| Company | North Star |
|---|
| Slack | Weekly Active Users |
| Airbnb | Nights Booked |
| Spotify | Time Listening |
| Shopify | GMV |
Criteria: Represents customer value, correlates with revenue, measurable frequently, rallies the team.
Key Metrics by Stage
| Stage | Metrics |
|---|
| Acquisition | Traffic sources, CPC, visitor → signup rate |
| Activation | Signup → first core action, time to value, onboarding completion |
| Retention | DAU/MAU (stickiness), D1/D7/D30 retention, churn rate |
| Revenue | MRR/ARR, ARPU, LTV, LTV:CAC ratio |
| Referral | Viral coefficient, referral signups, NPS |
Retention Benchmarks
| Timeframe | Good | Bad |
|---|
| D1 | 60–80% | <40% |
| D7 | 40–60% | <10% |
| D30 | 30–50% | <2% |
Good = flattening curve. Bad = steep drop-off.
Dashboard Design
- Executive: North Star Metric (big number), revenue (MRR/ARR), key trends
- Product: Active users, feature usage, retention cohorts, funnels
- Marketing: Traffic sources, conversion rates, CPA, ROI by channel
Funnel Analysis
Core Workflow
- Load and merge user journey data
- Define funnel steps and calculate step-by-step conversion rates
- Segment by user attributes (device, cohort, plan)
- Visualize bottlenecks
- Generate optimization recommendations
Common Funnel Types
| Funnel | Steps |
|---|
| E-commerce | Promotion → Search → Product View → Add to Cart → Purchase |
| SaaS Signup | Landing Page → Sign Up → Email Verify → Onboarding Complete |
| Content | Article View → Comment → Share → Subscribe |
Analysis Patterns
- Bottleneck identification — Steps with highest drop-off rates
- Segment comparison — Conversion across user groups
- Temporal analysis — Conversion over time
- A/B testing — Compare funnel variations
See examples/ for Python implementations with Plotly visualizations.
Funnel Validation (DotCom Secrets)
Score existing funnels against Russell Brunson's framework: Hook → Story → Offer.
Scoring Dimensions
| Dimension | Weight | What It Measures |
|---|
| Hook Strength | 2x | Stops the scroll, grabs attention |
| Story Connection | 1.5x | Creates emotional connection and belief |
| Offer Clarity | 2x | Clear, compelling, irresistible |
| Value Ladder Fit | 1x | Fits the ascension path |
| Traffic Match | 1.5x | Matched to traffic temperature |
| Conversion Path | 1x | Next step obvious and frictionless |
Rating Scale
| Score | Verdict |
|---|
| 85–100 | Conversion Machine — Ready to scale |
| 70–84 | Strong Funnel — Fix weak points, then scale |
| 55–69 | Leaky Funnel — Fix before scaling traffic |
| 40–54 | Broken Funnel — Rebuild key components |
| 0–39 | Non-Functional — Start over |
Traffic Temperature
| Temperature | They Know | Appropriate Funnel |
|---|
| Cold | Nothing about you | Lead funnel, value-first content |
| Warm | Problem + your solution | Tripwire, webinar, challenge |
| Hot | Ready to buy | Sales page, order form, call booking |
For complete scoring criteria and examples, see references/full-guide.md.
ROI Analysis
Core Metrics
ROI: (Net Profit / Total Investment) × 100%
- ✅ INVEST: ROI > 100% (realistic case)
- ⚠️ REVIEW: ROI 50–100%
- ❌ REJECT: ROI < 50%
Break-Even: Investment / Monthly Net Profit
- ✅ INVEST: Break-even < 50% of realistic target
- ❌ REJECT: Break-even > 70%
Payback Period: Investment / Monthly Net Profit
- ✅ INVEST: < 12 months
- ⚠️ REVIEW: 12–24 months
- ❌ REJECT: > 24 months
3-Scenario Analysis
Always model Best / Realistic / Worst:
| Case | Assumptions | Revenue | Profit | ROI | Assessment |
|---|
| Worst | Pessimistic | | | | Risk level |
| Realistic | Expected | | | | Target |
| Best | Optimistic | | | | Upside |
Decision rule: If worst-case ROI ≥ 0%, investment is low-risk.
Executive Summary Template
[Investment] achieves [ROI%] ROI at [conversion/growth rate].
Break-even occurs at [threshold], with payback in [months].
Investment is [recommended/not recommended] because [reason].
For detailed formulas (NPV, LTV, CAC, sensitivity analysis), see references/roi-reference.md.
Validation & QA
Before Launch
- Events fire in GA4 DebugView
- Properties have expected values
- No duplicate events
- Conversions marked correctly
- UTM parameters captured on landing
Ongoing
- Weekly: Check for sudden drops in key events (>20% change = investigate)
- Monthly: Audit for new pages/features without tracking
- Quarterly: Full tracking plan review — remove stale events, add missing ones
Tools
| Category | Tools |
|---|
| Event Tracking | Mixpanel, Amplitude, PostHog (open-source) |
| Session Recording | FullStory, LogRocket, Hotjar |
| A/B Testing | Optimizely, VWO |
| Web Analytics | GA4, Google Search Console |
| Tag Management | Google Tag Manager |
Related Skills
- ab-test-setup — A/B test measurement and setup
- seo-and-aeo-strategy — Measuring SEO/AEO performance
- conversion-rate-optimization — Optimizing conversion after funnel analysis
- executive-dashboard-generator — Building dashboards from analytics data
Weekly Installs
107
Repository
manojbajaj95/cl…m-plugin
GitHub Stars
18
First Seen
14 days ago
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