Marketing Analytics

Performance measurement, reporting, and data-driven optimization.

When to Use

Campaign performance analysis
KPI dashboard creation
Attribution modeling
ROI calculation
A/B test analysis
Funnel optimization
Report generation

Core Capabilities

KPI Framework

Load: references/marketing-kpis.md

Reporting Templates

Load: references/report-templates.md

Attribution Models

Load: references/attribution-models.md

Analysis Workflows

Load: references/analysis-workflows.md

Quick Reference

Core Marketing KPIs: | Category | Metrics | |----------|---------| | Acquisition | CAC, CPL, Traffic | | Engagement | CTR, Time on Site, Bounce | | Conversion | CVR, ROAS, Revenue | | Retention | LTV, Churn, NPS |

Reporting Cadence:

Daily: Spend, impressions, clicks
Weekly: Conversions, ROI by channel
Monthly: Full funnel, trends
Quarterly: Strategic review

Workflow

Campaign Analysis

Define success metrics
Pull data from sources
Calculate key ratios
Compare to benchmarks
Identify patterns
Generate insights
Recommend actions

A/B Test Analysis

Check sample size
Calculate statistical significance
Compare conversion rates
Determine winner
Document learnings

Report Output

Activate: assets-organizing skill for report file paths

Reports go to assets/reports/analytics/ with naming {date}-{report-type}.md

Template: references/report-templates.md

Reports include:

Mermaid.js charts (pie, bar, flowchart)
Prioritized recommendations table
Actionable next steps with owners

Google Analytics 4 API

Setup

npm install @google-analytics/admin @google-analytics/data

Credentials: .claude/secrets/ga_service_account.json or google_client_secret.json

Scripts

| Script | Purpose | |--------|---------| | scripts/ga-config-loader.cjs | Load credentials from .claude/secrets | | scripts/ga-list-accounts.cjs | List GA4 accounts & properties | | scripts/ga-run-report.cjs | Run custom reports | | scripts/ga-auth-setup.cjs | OAuth authentication setup |

Quick Usage

# List accounts
node .claude/skills/analytics/scripts/ga-list-accounts.cjs --summaries

# Run report
node .claude/skills/analytics/scripts/ga-run-report.cjs \
  --property=PROPERTY_ID \
  --dimensions=country,city \
  --metrics=activeUsers,sessions

API References

references/ga-admin-api.md - Admin API (property config)
references/ga-data-api.md - Data API (reporting)

Agent Integration

Primary Agents: data-analyst, campaign-manager, growth-specialist

Data Sources: GA4, Ads platforms, CRM, Email tools

Best Practices

Track leading indicators, not just lagging
Compare apples to apples (same timeframes)
Statistical significance before conclusions
Attribution ≠ causation
Report insights, not just numbers
Automate recurring reports