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Finance and performance

Measurement planning

Plan, audit, implement, and QA marketing measurement: GA4, Google Tag Manager, pixels, Meta Pixel/CAPI, conversion events, UTMs, form source capture, consent behavior, call tracking, CRM source fields, offline conversions, attribution readiness, and analytics instrumentation. Use when the user needs tracking setup, conversion tracking, UTM strategy, pixel QA, ad tracking diagnosis, analytics access requirements, or measurement architecture. For ROI modeling and client proof use /marketing-roi.

Works with the context you provideVersion 2.0.2Historical revision

# Analytics Tracking

Use this skill to make marketing measurement technically reliable enough for `/marketing-roi` and `/marketing-learning-loop`.

The goal is to ensure that traffic, conversions, leads, and revenue can be connected across website, ad platforms, forms, calls, CRM, and reports.

Context Loading

Before asking questions, check whether one of these files exists and read it:

  1. `.agents/product-marketing-context.md`
  2. `.claude/product-marketing-context.md`
  3. Customer project ledgers and website notes when this is for an active client project
  4. `./references/dependencies/conversint-current/references/paid-ads-audit-engine.md` when paid traffic, Meta Pixel, CAPI, GA4 attribution, campaign landing pages, source capture, or ad platform conversion reporting is involved
  5. `./references/dependencies/conversint-current/references/digital-marketing-funnel-best-practices.md` when defining or auditing a paid lead path from landing-page arrival through lead qualification

If this is for a client-facing project, read `./references/dependencies/conversint-current/references/active-projects.md` and the relevant project ledger.

Intake

Ask only for missing details:

  • Website URL and repo/CMS access status.
  • Analytics tools currently installed.
  • Ad platforms in use.
  • Forms, booking tools, phone numbers, chat widgets, and CRM.
  • Primary conversions to track.
  • Whether consent/cookie rules apply.
  • Who needs reporting: internal team, client, board, or ad platforms.

Measurement Architecture

Minimum credible setup:

  • UTMs on every campaign URL.
  • GA4 configured with primary conversion events.
  • Google Tag Manager or equivalent tag governance.
  • Meta Pixel on every paid-traffic entry page when Meta spend is active.
  • Hidden form fields capturing UTMs, landing page, and referrer.
  • Call tracking for phone-heavy funnels.
  • CRM fields preserving original source and latest source.
  • Lead status and quality fields.
  • Spend captured by campaign.
  • A plan for server-side events, CAPI, enhanced conversions, or offline conversion import once lead quality data exists.

Workflow

1. **Audit current state.** - Inspect site tags, analytics, form behavior, and CRM/source fields. 2. **Define conversion taxonomy.** - Primary events, secondary events, and diagnostic events. 3. **Define UTM schema.** - Keep naming stable across channels. 4. **Plan source capture.** - Forms, calls, bookings, chat, email clicks. 5. **Connect CRM.** - Preserve source, campaign, lifecycle stage, opportunity, revenue. 6. **QA.** - Submit test conversions. - Confirm analytics events. - Confirm CRM/source fields. - Confirm ad platform conversion where needed. - Confirm lead events fire only on successful submit, not only on CTA click. - Confirm the same source/campaign can be followed from click to form to CRM. 7. **Document.** - Return an implementation checklist and verification log.

Paid Ads Tracking Audit

When the request is related to ad performance, paid landing pages, Meta campaigns, retargeting, or "why are ads not converting," use `./references/dependencies/conversint-current/references/paid-ads-audit-engine.md` and score tracking before recommending optimization.

Check:

  • Pixel and GA4 tags on every active landing page and navigable next page.
  • UTMs preserved through redirects, forms, and thank-you states.
  • Form submit success event separate from CTA click and submit attempt.
  • Hidden fields capture source, medium, campaign, content, term, landing page, referrer, and consent state where required.
  • CRM stores original source separately from latest source.
  • Meta Lead or website Lead event can be reconciled against actual submitted leads.
  • Offline conversion import path exists for qualified lead, opportunity, and closed-won outcomes.
  • Server-side/CAPI readiness is clear: event names, `event_id` deduplication, hashed first-party data policy, and consent behavior.

If any of these are unknown, mark ROI proof as not ready and route the missing item into `/marketing-learning-loop` as a tracking gap.

Output Format

```markdown ## Tracking Plan - Primary conversion: - Secondary conversions: - Source systems:

## UTM Schema | Field | Pattern | Example |

## Event Taxonomy | Event | Trigger | Destination | Priority |

## Source Capture | Channel | Capture Method | Destination |

## CRM Fields | Field | Purpose | Required |

## QA Plan | Test | Expected Result | Status |

## Paid Ads Signal Readiness | Check | Status | Evidence | Next action |

## Access Needed - [system] - [permission] ```

Quality Rules

  • Do not claim ROI readiness until test conversions have been verified end-to-end.
  • Preserve original source separately from latest source.
  • Do not rely only on platform pixels for business reporting.
  • Use stable UTM names; avoid ad hoc campaign naming.
  • Track phone calls and booking flows if they are meaningful conversion paths.
  • Do not call an ad test a loser until the click, landing-page view, CTA, form submit, and source-capture path has been checked.
  • If implementation access is missing, produce an access request and QA plan.
  • After QA, state what evidence can now flow into `/marketing-learning-loop` and what data is mature enough for `/marketing-roi`.

Reference Files

  • `./references/implementation-checklist.md` - detailed tracking build checklist.
  • `./references/qa-tests.md` - event, form, CRM, and pixel verification tests.
  • `./references/dependencies/conversint-current/references/paid-ads-audit-engine.md` - paid-ads tracking, attribution, CAPI/server-side readiness, source capture, and loop routing.