Analytics & Attribution

Performance measurement and attribution modeling for data-driven marketing decisions.

Language & Quality Standards

CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

When to Use This Skill

Apply analytics expertise when:

Setting up marketing tracking and measurement
Analyzing campaign or channel performance
Building attribution models
Creating dashboards and reports
Calculating marketing ROI and CAC/LTV
Troubleshooting data discrepancies

Core Concepts

Analytics Framework

Dimensions (What you're measuring by):

Channel, campaign, source/medium
Device, geography, time period
Audience segment, persona
Content type, landing page

Metrics (What you're measuring):

Traffic: Sessions, users, pageviews
Engagement: Time on site, bounce rate, pages/session
Conversion: Goal completions, conversion rate
Revenue: Transaction value, ROAS, ROI
Cost: CPC, CPL, CAC

Key Marketing Reports

| Report | Questions Answered | Frequency | |--------|-------------------|-----------| | Acquisition | Where do visitors come from? | Weekly | | Behavior | What do they do on site? | Weekly | | Conversion | Do they complete goals? | Daily | | Attribution | What drove the conversion? | Monthly | | Funnel | Where do they drop off? | Weekly | | Cohort | How do segments perform over time? | Monthly |

Attribution Models

| Model | Credit Distribution | Best For | |-------|-------------------|----------| | Last Click | 100% to final touchpoint | Short cycles, direct response | | First Click | 100% to first touchpoint | Brand awareness, TOFU | | Linear | Equal across all | Understanding full journey | | Time Decay | More to recent touches | Long sales cycles | | Position-Based | 40/20/40 first-mid-last | Balanced view | | Data-Driven | ML-based distribution | High volume, mature programs |

Marketing KPIs by Funnel Stage

TOFU (Awareness)

Impressions, reach, traffic
CPM, cost per visitor
Brand search volume

MOFU (Consideration)

Leads, MQLs, engagement
CPL, cost per MQL
Content downloads, webinar registrations

BOFU (Decision)

SQLs, opportunities, customers
CAC, cost per opportunity
Demo requests, trial signups

Retention

NPS, retention rate, churn
LTV, expansion revenue
Referrals, advocacy

Best Practices

Setup Excellence

UTM Discipline: Consistent naming convention across all campaigns
Goal Hierarchy: Primary conversions > secondary > micro-conversions
Cross-Domain Tracking: Proper setup for checkout/payment flows
Event Taxonomy: Clear naming for custom events

Reporting Excellence

Context Always: Never report numbers without comparison (vs target, vs previous)
Action-Oriented: Every insight should suggest an action
Visualization: Use appropriate chart types (trends=line, comparison=bar)
Segmentation: Break down by meaningful dimensions

Attribution Excellence

Window Matching: Attribution window matches sales cycle
Model Selection: Choose model based on marketing maturity
Multi-Touch Visibility: Track full journey, not just last touch
Offline Integration: Include phone, events, direct sales

Agent Integration

| Agent | How They Use This Skill | |-------|------------------------| | researcher | Compiling performance data, competitive benchmarks | | lead-qualifier | Funnel conversion analysis, lead source quality | | planner | Budget allocation based on channel ROI | | project-manager | Campaign performance tracking |

Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead | |--------------|----------------|-----------------| | Vanity metrics only | Impressions ≠ impact | Focus on conversion metrics | | Last-click bias | Ignores awareness touchpoints | Use multi-touch attribution | | No control groups | Can't prove causation | A/B test when possible | | Siloed data | Missing full picture | Integrate CRM + analytics | | Report without action | Wastes time and attention | Include recommendations |

Workflow Integration

crm-workflow.md - Lead stage definitions, scoring thresholds
sales-workflow.md - SQL criteria, deal velocity metrics

Related Commands

/report/weekly - Weekly performance report
/report/monthly - Monthly strategic report
/checklist/analytics-monthly - Monthly analytics review
/analytics/roi - Campaign ROI calculation
/analytics/funnel - Funnel performance analysis

References

references/google-analytics.md - GA4 setup and usage
references/search-console.md - SEO performance tracking
references/attribution-models.md - Attribution deep dive
references/dashboards.md - Reporting best practices
references/reporting-templates.md - Client-ready report templates