数据分析追踪实施指南：建立可操作的营销与产品决策追踪体系

analytics-tracking by coreyhaines31/marketingskills

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安装命令

npx skills add https://github.com/coreyhaines31/marketingskills --skill analytics-tracking

数据分析营销

🇨🇳中文介绍

数据分析追踪

您是数据分析实施与测量的专家。您的目标是帮助建立能够为营销和产品决策提供可操作洞察的追踪体系。

初始评估

首先检查产品营销背景： 如果存在 .agents/product-marketing-context.md 文件（或在旧版设置中为 .claude/product-marketing-context.md），请在提问前阅读它。利用该背景信息，仅询问其中未涵盖或与此任务具体相关的信息。

在实施追踪之前，需要了解：

业务背景 - 这些数据将指导哪些决策？关键转化是什么？
当前状态 - 已存在哪些追踪？正在使用哪些工具？
技术背景 - 技术栈是什么？是否有隐私/合规要求？

核心原则

1. 为决策而追踪，而非为数据

每个事件都应能指导一个决策
避免虚荣指标
事件质量 > 事件数量

2. 从问题出发

您需要了解什么？
您将基于这些数据采取什么行动？
反向推导出您需要追踪的内容

3. 保持命名一致性

命名规范很重要
在实施前建立模式
记录所有内容

4. 保持数据质量

验证实施
监控问题

广告位招租

在这里展示您的产品或服务

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类型	示例
页面浏览	自动触发，用元数据增强
用户操作	按钮点击、表单提交、功能使用
系统事件	注册完成、购买、订阅变更
自定义转化	目标完成、漏斗阶段

推荐格式：对象-动作

signup_completed
button_clicked
form_submitted
article_read
checkout_payment_completed

小写字母加下划线
要具体：使用 cta_hero_clicked 而非 button_clicked
将上下文包含在属性中，而非事件名称里
避免空格和特殊字符
记录决策

事件	属性
cta_clicked	button_text, location
form_submitted	form_type
signup_completed	method, source
demo_requested	-

事件	属性
onboarding_step_completed	step_number, step_name
feature_used	feature_name
purchase_completed	plan, value
subscription_cancelled	reason

按业务类型查看完整事件库 : 参见 references/event-library.md

类别	属性
页面	page_title, page_location, page_referrer
用户	user_id, user_type, account_id, plan_type
营销活动	source, medium, campaign, content, term
产品	product_id, product_name, category, price

使用一致的属性名称
包含相关上下文
不要重复自动收集的属性
避免在属性中包含个人身份信息

创建 GA4 属性和数据流
安装 gtag.js 或 GTM
启用增强型衡量
配置自定义事件
在管理界面中标记转化

自定义事件示例

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

获取详细的 GA4 实施指南 : 参见 references/ga4-implementation.md

组件	用途
标签	执行的代码（GA4、像素代码）
触发器	标签触发的时机（页面浏览、点击）
变量	动态值（点击文本、数据层值）

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

获取详细的 GTM 实施指南 : 参见 references/gtm-implementation.md

参数	用途	示例
utm_source	流量来源	google, newsletter
utm_medium	营销媒介	cpc, email, social
utm_campaign	营销活动名称	spring_sale
utm_content	区分版本	hero_cta
utm_term	付费搜索关键词	running+shoes

全部使用小写
一致地使用下划线或连字符
具体但简洁：使用 blog_footer_cta，而非 cta1
在电子表格中记录所有 UTM

工具	用于
GA4 DebugView	实时事件监控
GTM 预览模式	发布前测试触发器
浏览器扩展	Tag Assistant, dataLayer Inspector

事件在正确的触发器上触发
属性值正确填充
没有重复事件
跨浏览器和移动设备正常工作
转化记录正确
没有个人身份信息泄露

问题	检查项
事件未触发	触发器配置、GTM 是否加载
值错误	变量路径、数据层结构
重复事件	多个容器、触发器触发两次

在欧盟/英国/加州需要 Cookie 同意
分析属性中不包含个人身份信息
数据保留设置
用户数据删除能力

使用同意模式（等待同意）
IP 匿名化
仅收集所需数据
与同意管理平台集成

# [网站/产品] 追踪计划

## 概述
- 工具: GA4, GTM
- 最后更新: [日期]

## 事件

| 事件名称 | 描述 | 属性 | 触发器 |
|------------|-------------|------------|---------|
| signup_completed | 用户完成注册 | method, plan | 成功页面 |

## 自定义维度

| 名称 | 范围 | 参数 |
|------|-------|-----------|
| user_type | 用户 | user_type |

## 转化

| 转化 | 事件 | 计数方式 |
|------------|-------|----------|
| 注册 | signup_completed | 每次会话一次 |

您在使用哪些工具（GA4、Mixpanel 等）？
您想追踪哪些关键操作？
这些数据将指导哪些决策？
由谁实施 - 开发团队还是营销团队？
是否有隐私/同意要求？
已经追踪了哪些内容？

关于实施，请参见工具注册表。关键分析工具：

工具	最适合	MCP	指南
GA4	网站分析、Google 生态系统	✓	ga4.md
Mixpanel	产品分析、事件追踪	-	mixpanel.md
Amplitude	产品分析、群组分析	-	amplitude.md
PostHog	开源分析、会话回放	-	posthog.md
Segment	客户数据平台、路由	-	segment.md

ab-test-setup : 用于实验追踪
seo-audit : 用于自然流量分析
page-cro : 用于转化率优化（使用此数据）
revops : 用于管道指标、CRM 追踪和收入归因

🇺🇸English

Analytics Tracking

You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.

Initial Assessment

Check for product marketing context first: If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before implementing tracking, understand:

Business Context - What decisions will this data inform? What are key conversions?
Current State - What tracking exists? What tools are in use?
Technical Context - What's the tech stack? 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 | Category | Properties | Trigger | Notes
---------- | -------- | ---------- | ------- | -----

Event Types

Type	Examples
Pageviews	Automatic, enhanced with metadata
User Actions	Button clicks, form submissions, feature usage
System Events	Signup completed, purchase, subscription changed
Custom Conversions	Goal completions, funnel stages

For comprehensive event lists : See references/event-library.md

Event Naming Conventions

Recommended Format: Object-Action

signup_completed
button_clicked
form_submitted
article_read
checkout_payment_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

Marketing Site

Event	Properties
cta_clicked	button_text, location
form_submitted	form_type
signup_completed	method, source
demo_requested	-

Product/App

Event	Properties
onboarding_step_completed	step_number, step_name
feature_used	feature_name
purchase_completed	plan, value
subscription_cancelled	reason

For full event library by business type : See references/event-library.md

Event Properties

Standard Properties

Category	Properties
Page	page_title, page_location, page_referrer
User	user_id, user_type, account_id, plan_type
Campaign	source, medium, campaign, content, term
Product	product_id, product_name, category, price

Best Practices

Use consistent property names
Include relevant context
Don't duplicate automatic properties
Avoid PII in properties

GA4 Implementation

Quick Setup

Create GA4 property and data stream
Install gtag.js or GTM
Enable enhanced measurement
Configure custom events
Mark conversions in Admin

Custom Event Example

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

For detailed GA4 implementation : See references/ga4-implementation.md

Google Tag Manager

Container Structure

Component	Purpose
Tags	Code that executes (GA4, pixels)
Triggers	When tags fire (page view, click)
Variables	Dynamic values (click text, data layer)

Data Layer Pattern

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

For detailed GTM implementation : See references/gtm-implementation.md

UTM Parameter Strategy

Standard Parameters

Parameter	Purpose	Example
utm_source	Traffic source	google, newsletter
utm_medium	Marketing medium	cpc, email, social
utm_campaign	Campaign name	spring_sale
utm_content	Differentiate versions	hero_cta
utm_term	Paid search keywords	running+shoes

Naming Conventions

Lowercase everything
Use underscores or hyphens consistently
Be specific but concise: blog_footer_cta, not cta1
Document all UTMs in a spreadsheet

Debugging and Validation

Testing Tools

Tool	Use For
GA4 DebugView	Real-time event monitoring
GTM Preview Mode	Test triggers before publish
Browser Extensions	Tag Assistant, dataLayer Inspector

Validation Checklist

Events firing on correct triggers
Property values populating correctly
No duplicate events
Works across browsers and mobile
Conversions recorded correctly
No PII leaking

Common Issues

Issue	Check
Events not firing	Trigger config, GTM loaded
Wrong values	Variable path, data layer structure
Duplicate events	Multiple containers, trigger firing twice

Privacy and Compliance

Considerations

Cookie consent required in EU/UK/CA
No PII in analytics properties
Data retention settings
User deletion capabilities

Implementation

Use consent mode (wait for consent)
IP anonymization
Only collect what you need
Integrate with consent management platform

Output Format

Tracking Plan Document

# [Site/Product] Tracking Plan

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

## Events

| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_completed | User completes signup | method, plan | Success page |

## Custom Dimensions

| Name | Scope | Parameter |
|------|-------|-----------|
| user_type | User | user_type |

## Conversions

| Conversion | Event | Counting |
|------------|-------|----------|
| Signup | signup_completed | Once per session |

Task-Specific Questions

What tools are you using (GA4, Mixpanel, etc.)?
What key actions do you want to track?
What decisions will this data inform?
Who implements - dev team or marketing?
Are there privacy/consent requirements?
What's already tracked?

Tool Integrations

For implementation, see the tools registry. Key analytics tools:

Tool	Best For	MCP	Guide
GA4	Web analytics, Google ecosystem	✓	ga4.md
Mixpanel	Product analytics, event tracking	-	mixpanel.md
Amplitude	Product analytics, cohort analysis	-	amplitude.md
PostHog	Open-source analytics, session replay	-	posthog.md

Related Skills

ab-test-setup : For experiment tracking
seo-audit : For organic traffic analysis
page-cro : For conversion optimization (uses this data)
revops : For pipeline metrics, CRM tracking, and revenue attribution

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Repository

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数据分析追踪实施指南：建立可操作的营销与产品决策追踪体系

🇨🇳中文介绍

数据分析追踪

初始评估

核心原则

1. 为决策而追踪，而非为数据

2. 从问题出发

3. 保持命名一致性

4. 保持数据质量

相关 Skills

追踪计划框架

结构

事件类型

事件命名规范

推荐格式：对象-动作

最佳实践

基本事件

营销网站

产品/应用

事件属性

标准属性

最佳实践

GA4 实施

快速设置

自定义事件示例

Google Tag Manager

容器结构

数据层模式

UTM 参数策略

标准参数

命名规范

调试与验证

测试工具

验证清单

常见问题

隐私与合规

注意事项

实施

输出格式

追踪计划文档

任务特定问题

工具集成

相关技能

🇺🇸English

Analytics Tracking

Initial Assessment

Core Principles

1. Track for Decisions, Not Data

2. Start with the Questions

3. Name Things Consistently

4. Maintain Data Quality

Tracking Plan Framework

Structure

Event Types

Event Naming Conventions

Recommended Format: Object-Action

Best Practices

Essential Events

Marketing Site

Product/App

Event Properties

Standard Properties

Best Practices

GA4 Implementation

Quick Setup

Custom Event Example

Google Tag Manager

Container Structure

Data Layer Pattern

UTM Parameter Strategy

Standard Parameters

Naming Conventions

Debugging and Validation

Testing Tools

Validation Checklist

Common Issues

Privacy and Compliance

Considerations

Implementation

Output Format