Skill: mariokarras/abm-analytics-tracking (version 1.0.0)

--- name: analytics-tracking description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-test-setup. metadata: version: 1.1.0 --- # 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: 1. **Business Context** - What decisions will this data inform? What are key conversions? 2. **Current State** - What tracking exists? What tools are in use? 3. **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](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](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 1. Create GA4 property and data stream 2. Install gtag.js or GTM 3. Enable enhanced measurement 4. Configure custom events 5. Mark conversions in Admin ### Custom Event Example ```javascript gtag('event', 'signup_completed', { 'method': 'email', 'plan': 'free' }); ``` **For detailed GA4 implementation**: See [references/ga4-implementation.md](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 ```javascript dataLayer.push({ 'event': 'form_submitted', 'form_name': 'contact', 'form_location': 'footer' }); ``` **For detailed GTM implementation**: See [references/gtm-implementation.md](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 ```markdown # [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 1. What tools are you using (GA4, Mixpanel, etc.)? 2. What key actions do you want to track? 3. What decisions will this data inform? 4. Who implements - dev team or marketing? 5. Are there privacy/consent requirements? 6. What's already tracked? --- ## Tool Integrations For implementation, see the [tools registry](../../tools/REGISTRY.md). Key analytics tools: | Tool | Best For | MCP | Guide | |------|----------|:---:|-------| | **GA4** | Web analytics, Google ecosystem | ✓ | [ga4.md](../../tools/integrations/ga4.md) | | **Mixpanel** | Product analytics, event tracking | - | [mixpanel.md](../../tools/integrations/mixpanel.md) | | **Amplitude** | Product analytics, cohort analysis | - | [amplitude.md](../../tools/integrations/amplitude.md) | | **PostHog** | Open-source analytics, session replay | - | [posthog.md](../../tools/integrations/posthog.md) | | **Segment** | Customer data platform, routing | - | [segment.md](../../tools/integrations/segment.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

path: evals/evals.json
content: {
  "skill_name": "analytics-tracking",
  "evals": [
    {
      "id": 1,
      "prompt": "Help me set up analytics tracking for our B2B SaaS product. We use GA4 and GTM. We need to track signups, feature usage, and upgrade events.",
      "expected_output": "Should check for product-marketing-context.md first. Should apply the 'track for decisions' principle — ask what decisions the tracking will inform. Should use the event naming convention (object_action, lowercase with underscores). Should define essential events for SaaS: signup_completed, trial_started, feature_used, plan_upgraded, etc. Should provide GA4 implementation details with proper event parameters. Should include GTM data layer push examples. Should organize output as a tracking plan with event name, trigger, parameters, and purpose for each event.",
      "assertions": [
        "Checks for product-marketing-context.md",
        "Applies 'track for decisions' principle",
        "Uses object_action naming convention",
        "Defines essential SaaS events (signup, feature usage, upgrade)",
        "Provides GA4 implementation details",
        "Includes GTM data layer examples",
        "Output follows tracking plan format"
      ],
      "files": []
    },
    {
      "id": 2,
      "prompt": "What UTM parameters should we use? We run ads on Google, Meta, and LinkedIn, plus send a weekly newsletter and post on LinkedIn organically.",
      "expected_output": "Should apply the UTM parameter strategy framework. Should define consistent UTM conventions: source (google, meta, linkedin, newsletter), medium (cpc, paid-social, email, organic-social), campaign (naming convention with date or identifier). Should provide specific UTM examples for each channel mentioned. Should warn about common UTM mistakes (inconsistent casing, redundant parameters, missing medium). Should recommend a UTM tracking spreadsheet or naming convention document.",
      "assertions": [
        "Applies UTM parameter strategy",
        "Defines source, medium, and campaign conventions",
        "Provides specific UTM examples for each channel",
        "Uses consistent naming conventions (lowercase)",
        "Warns about common UTM mistakes",
        "Recommends tracking documentation"
      ],
      "files": []
    },
    {
      "id": 3,
      "prompt": "our tracking seems broken — we're seeing duplicate events and our conversion numbers in GA4 don't match what our database shows. help?",
      "expected_output": "Should trigger on casual phrasing. Should apply the debugging and validation framework. Should systematically check for common issues: duplicate GTM tags firing, missing event deduplication, incorrect trigger conditions, cross-domain tracking issues, consent mode filtering. Should provide specific debugging steps: use GA4 DebugView, GTM Preview mode, browser developer tools. Should address the GA4 vs database discrepancy (common causes: consent mode, ad blockers, client-side vs server-side tracking, session timeout differences).",
      "assertions": [
        "Triggers on casual phrasing",
        "Applies debugging and validation framework",
        "Checks for duplicate tag firing",
        "Provides specific debugging tools (GA4 DebugView, GTM Preview)",
        "Addresses GA4 vs database discrepancy",
        "Lists common causes of data mismatches",
        "Provides systematic troubleshooting steps"
      ],
      "files": []
    },
    {
      "id": 4,
      "prompt": "We're launching an e-commerce store and need to set up tracking from scratch. What events do we absolutely need?",
      "expected_output": "Should reference the essential events by site type, specifically e-commerce. Should define the e-commerce event taxonomy: product_viewed, product_added_to_cart, cart_viewed, checkout_started, checkout_step_completed, purchase_completed, product_removed_from_cart. Should include enhanced e-commerce parameters (item_id, item_name, price, quantity, etc.). Should follow object_action naming convention. Should organize as a tracking plan with priorities (must-have vs nice-to-have).",
      "assertions": [
        "References essential events for e-commerce site type",
        "Defines full e-commerce event taxonomy",
        "Includes enhanced e-commerce parameters",
        "Follows object_action naming convention",
        "Organizes by priority (must-have vs nice-to-have)",
        "Provides tracking plan format output"
      ],
      "files": []
    },
    {
      "id": 5,
      "prompt": "We need to make sure our tracking is GDPR compliant. We have European users and we're using GA4, Hotjar, and Facebook Pixel.",
      "expected_output": "Should apply the privacy and compliance framework. Should address GDPR requirements for each tool: consent before tracking, consent management platform (CMP) setup, GA4 consent mode configuration, conditional loading of Hotjar and Facebook Pixel. Should recommend a consent hierarchy (necessary, analytics, marketing). Should provide GTM implementation for consent-based tag firing. Should mention data retention settings in GA4. Should address cookie banner requirements.",
      "assertions": [
        "Applies privacy and compliance framework",
        "Addresses GDPR requirements specifically",
        "Recommends consent management platform",
        "Covers GA4 consent mode configuration",
        "Addresses conditional loading for each tool",
        "Provides consent hierarchy",
        "Mentions data retention settings"
      ],
      "files": []
    },
    {
      "id": 6,
      "prompt": "Help me set up tracking for our A/B test. We want to measure which version of our pricing page converts better.",
      "expected_output": "Should recognize this overlaps with A/B test setup, not just analytics tracking. Should defer to or cross-reference the ab-test-setup skill for the experiment design, hypothesis, and statistical analysis. May help with the tracking implementation (events to fire, parameters to include) but should make clear that ab-test-setup is the right skill for the experiment framework.",
      "assertions": [
        "Recognizes overlap with A/B test setup",
        "References or defers to ab-test-setup skill",
        "May help with tracking implementation specifics",
        "Does not attempt to design the full experiment"
      ],
      "files": []
    }
  ]
}


path: references/event-library.md
content: # Event Library Reference

Comprehensive list of events to track by business type and context.

## Contents
- Marketing Site Events (navigation & engagement, CTA & form interactions, conversion events)
- Product/App Events (onboarding, core usage, errors & support)
- Monetization Events (pricing & checkout, subscription management)
- E-commerce Events (browsing, cart, checkout, post-purchase)
- B2B / SaaS Specific Events (team & collaboration, integration events, account events)
- Event Properties (Parameters)
- Funnel Event Sequences

## Marketing Site Events

### Navigation & Engagement

| Event Name | Description | Properties |
|------------|-------------|------------|
| page_view | Page loaded (enhanced) | page_title, page_location, content_group |
| scroll_depth | User scrolled to threshold | depth (25, 50, 75, 100) |
| outbound_link_clicked | Click to external site | link_url, link_text |
| internal_link_clicked | Click within site | link_url, link_text, location |
| video_played | Video started | video_id, video_title, duration |
| video_completed | Video finished | video_id, video_title, duration |

### CTA & Form Interactions

| Event Name | Description | Properties |
|------------|-------------|------------|
| cta_clicked | Call to action clicked | button_text, cta_location, page |
| form_started | User began form | form_name, form_location |
| form_field_completed | Field filled | form_name, field_name |
| form_submitted | Form successfully sent | form_name, form_location |
| form_error | Form validation failed | form_name, error_type |
| resource_downloaded | Asset downloaded | resource_name, resource_type |

### Conversion Events

| Event Name | Description | Properties |
|------------|-------------|------------|
| signup_started | Initiated signup | source, page |
| signup_completed | Finished signup | method, plan, source |
| demo_requested | Demo form submitted | company_size, industry |
| contact_submitted | Contact form sent | inquiry_type |
| newsletter_subscribed | Email list signup | source, list_name |
| trial_started | Free trial began | plan, source |

---

## Product/App Events

### Onboarding

| Event Name | Description | Properties |
|------------|-------------|------------|
| signup_completed | Account created | method, referral_source |
| onboarding_started | Began onboarding | - |
| onboarding_step_completed | Step finished | step_number, step_name |
| onboarding_completed | All steps done | steps_completed, time_to_complete |
| onboarding_skipped | User skipped onboarding | step_skipped_at |
| first_key_action_completed | Aha moment reached | action_type |

### Core Usage

| Event Name | Description | Properties |
|------------|-------------|------------|
| session_started | App session began | session_number |
| feature_used | Feature interaction | feature_name, feature_category |
| action_completed | Core action done | action_type, count |
| content_created | User created content | content_type |
| content_edited | User modified content | content_type |
| content_deleted | User removed content | content_type |
| search_performed | In-app search | query, results_count |
| settings_changed | Settings modified | setting_name, new_value |
| invite_sent | User invited others | invite_type, count |

### Errors & Support

| Event Name | Description | Properties |
|------------|-------------|------------|
| error_occurred | Error experienced | error_type, error_message, page |
| help_opened | Help accessed | help_type, page |
| support_contacted | Support request made | contact_method, issue_type |
| feedback_submitted | User feedback given | feedback_type, rating |

---

## Monetization Events

### Pricing & Checkout

| Event Name | Description | Properties |
|------------|-------------|------------|
| pricing_viewed | Pricing page seen | source |
| plan_selected | Plan chosen | plan_name, billing_cycle |
| checkout_started | Began checkout | plan, value |
| payment_info_entered | Payment submitted | payment_method |
| purchase_completed | Purchase successful | plan, value, currency, transaction_id |
| purchase_failed | Purchase failed | error_reason, plan |

### Subscription Management

| Event Name | Description | Properties |
|------------|-------------|------------|
| trial_started | Trial began | plan, trial_length |
| trial_ended | Trial expired | plan, converted (bool) |
| subscription_upgraded | Plan upgraded | from_plan, to_plan, value |
| subscription_downgraded | Plan downgraded | from_plan, to_plan |
| subscription_cancelled | Cancelled | plan, reason, tenure |
| subscription_renewed | Renewed | plan, value |
| billing_updated | Payment method changed | - |

---

## E-commerce Events

### Browsing

| Event Name | Description | Properties |
|------------|-------------|------------|
| product_viewed | Product page viewed | product_id, product_name, category, price |
| product_list_viewed | Category/list viewed | list_name, products[] |
| product_searched | Search performed | query, results_count |
| product_filtered | Filters applied | filter_type, filter_value |
| product_sorted | Sort applied | sort_by, sort_order |

### Cart

| Event Name | Description | Properties |
|------------|-------------|------------|
| product_added_to_cart | Item added | product_id, product_name, price, quantity |
| product_removed_from_cart | Item removed | product_id, product_name, price, quantity |
| cart_viewed | Cart page viewed | cart_value, items_count |

### Checkout

| Event Name | Description | Properties |
|------------|-------------|------------|
| checkout_started | Checkout began | cart_value, items_count |
| checkout_step_completed | Step finished | step_number, step_name |
| shipping_info_entered | Address entered | shipping_method |
| payment_info_entered | Payment entered | payment_method |
| coupon_applied | Coupon used | coupon_code, discount_value |
| purchase_completed | Order placed | transaction_id, value, currency, items[] |

### Post-Purchase

| Event Name | Description | Properties |
|------------|-------------|------------|
| order_confirmed | Confirmation viewed | transaction_id |
| refund_requested | Refund initiated | transaction_id, reason |
| refund_completed | Refund processed | transaction_id, value |
| review_submitted | Product reviewed | product_id, rating |

---

## B2B / SaaS Specific Events

### Team & Collaboration

| Event Name | Description | Properties |
|------------|-------------|------------|
| team_created | New team/org made | team_size, plan |
| team_member_invited | Invite sent | role, invite_method |
| team_member_joined | Member accepted | role |
| team_member_removed | Member removed | role |
| role_changed | Permissions updated | user_id, old_role, new_role |

### Integration Events

| Event Name | Description | Properties |
|------------|-------------|------------|
| integration_viewed | Integration page seen | integration_name |
| integration_started | Setup began | integration_name |
| integration_connected | Successfully connected | integration_name |
| integration_disconnected | Removed integration | integration_name, reason |

### Account Events

| Event Name | Description | Properties |
|------------|-------------|------------|
| account_created | New account | source, plan |
| account_upgraded | Plan upgrade | from_plan, to_plan |
| account_churned | Account closed | reason, tenure, mrr_lost |
| account_reactivated | Returned customer | previous_tenure, new_plan |

---

## Event Properties (Parameters)

### Standard Properties to Include

**User Context:**
```
user_id: "12345"
user_type: "free" | "trial" | "paid"
account_id: "acct_123"
plan_type: "starter" | "pro" | "enterprise"
```

**Session Context:**
```
session_id: "sess_abc"
session_number: 5
page: "/pricing"
referrer: "https://google.com"
```

**Campaign Context:**
```
source: "google"
medium: "cpc"
campaign: "spring_sale"
content: "hero_cta"
```

**Product Context (E-commerce):**
```
product_id: "SKU123"
product_name: "Product Name"
category: "Category"
price: 99.99
quantity: 1
currency: "USD"
```

**Timing:**
```
timestamp: "2024-01-15T10:30:00Z"
time_on_page: 45
session_duration: 300
```

---

## Funnel Event Sequences

### Signup Funnel
1. signup_started
2. signup_step_completed (email)
3. signup_step_completed (password)
4. signup_completed
5. onboarding_started

### Purchase Funnel
1. pricing_viewed
2. plan_selected
3. checkout_started
4. payment_info_entered
5. purchase_completed

### E-commerce Funnel
1. product_viewed
2. product_added_to_cart
3. cart_viewed
4. checkout_started
5. shipping_info_entered
6. payment_info_entered
7. purchase_completed


path: references/ga4-implementation.md
content: # GA4 Implementation Reference

Detailed implementation guide for Google Analytics 4.

## Contents
- Configuration (data streams, enhanced measurement events, recommended events)
- Custom Events (gtag.js implementation, Google Tag Manager)
- Conversions Setup (creating conversions, conversion values)
- Custom Dimensions and Metrics (when to use, setup steps, examples)
- Audiences (creating audiences, audience examples)
- Debugging (DebugView, real-time reports, common issues)
- Data Quality (filters, cross-domain tracking, session settings)
- Integration with Google Ads (linking, audience export)

## Configuration

### Data Streams

- One stream per platform (web, iOS, Android)
- Enable enhanced measurement for automatic tracking
- Configure data retention (2 months default, 14 months max)
- Enable Google Signals (for cross-device, if consented)

### Enhanced Measurement Events (Automatic)

| Event | Description | Configuration |
|-------|-------------|---------------|
| page_view | Page loads | Automatic |
| scroll | 90% scroll depth | Toggle on/off |
| outbound_click | Click to external domain | Automatic |
| site_search | Search query used | Configure parameter |
| video_engagement | YouTube video plays | Toggle on/off |
| file_download | PDF, docs, etc. | Configurable extensions |

### Recommended Events

Use Google's predefined events when possible for enhanced reporting:

**All properties:**
- login, sign_up
- share
- search

**E-commerce:**
- view_item, view_item_list
- add_to_cart, remove_from_cart
- begin_checkout
- add_payment_info
- purchase, refund

**Games:**
- level_up, unlock_achievement
- post_score, spend_virtual_currency

Reference: https://support.google.com/analytics/answer/9267735

---

## Custom Events

### gtag.js Implementation

```javascript
// Basic event
gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});

// Event with value
gtag('event', 'purchase', {
  'transaction_id': 'T12345',
  'value': 99.99,
  'currency': 'USD',
  'items': [{
    'item_id': 'SKU123',
    'item_name': 'Product Name',
    'price': 99.99
  }]
});

// User properties
gtag('set', 'user_properties', {
  'user_type': 'premium',
  'plan_name': 'pro'
});

// User ID (for logged-in users)
gtag('config', 'GA_MEASUREMENT_ID', {
  'user_id': 'USER_ID'
});
```

### Google Tag Manager (dataLayer)

```javascript
// Custom event
dataLayer.push({
  'event': 'signup_completed',
  'method': 'email',
  'plan': 'free'
});

// Set user properties
dataLayer.push({
  'user_id': '12345',
  'user_type': 'premium'
});

// E-commerce purchase
dataLayer.push({
  'event': 'purchase',
  'ecommerce': {
    'transaction_id': 'T12345',
    'value': 99.99,
    'currency': 'USD',
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});

// Clear ecommerce before sending (best practice)
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'view_item',
  'ecommerce': {
    // ...
  }
});
```

---

## Conversions Setup

### Creating Conversions

1. **Collect the event** - Ensure event is firing in GA4
2. **Mark as conversion** - Admin > Events > Mark as conversion
3. **Set counting method**:
   - Once per session (leads, signups)
   - Every event (purchases)
4. **Import to Google Ads** - For conversion-optimized bidding

### Conversion Values

```javascript
// Event with conversion value
gtag('event', 'purchase', {
  'value': 99.99,
  'currency': 'USD'
});
```

Or set default value in GA4 Admin when marking conversion.

---

## Custom Dimensions and Metrics

### When to Use

**Custom dimensions:**
- Properties you want to segment/filter by
- User attributes (plan type, industry)
- Content attributes (author, category)

**Custom metrics:**
- Numeric values to aggregate
- Scores, counts, durations

### Setup Steps

1. Admin > Data display > Custom definitions
2. Create dimension or metric
3. Choose scope:
   - **Event**: Per event (content_type)
   - **User**: Per user (account_type)
   - **Item**: Per product (product_category)
4. Enter parameter name (must match event parameter)

### Examples

| Dimension | Scope | Parameter | Description |
|-----------|-------|-----------|-------------|
| User Type | User | user_type | Free, trial, paid |
| Content Author | Event | author | Blog post author |
| Product Category | Item | item_category | E-commerce category |

---

## Audiences

### Creating Audiences

Admin > Data display > Audiences

**Use cases:**
- Remarketing audiences (export to Ads)
- Segment analysis
- Trigger-based events

### Audience Examples

**High-intent visitors:**
- Viewed pricing page
- Did not convert
- In last 7 days

**Engaged users:**
- 3+ sessions
- Or 5+ minutes total engagement

**Purchasers:**
- Purchase event
- For exclusion or lookalike

---

## Debugging

### DebugView

Enable with:
- URL parameter: `?debug_mode=true`
- Chrome extension: GA Debugger
- gtag: `'debug_mode': true` in config

View at: Reports > Configure > DebugView

### Real-Time Reports

Check events within 30 minutes:
Reports > Real-time

### Common Issues

**Events not appearing:**
- Check DebugView first
- Verify gtag/GTM firing
- Check filter exclusions

**Parameter values missing:**
- Custom dimension not created
- Parameter name mismatch
- Data still processing (24-48 hrs)

**Conversions not recording:**
- Event not marked as conversion
- Event name doesn't match
- Counting method (once vs. every)

---

## Data Quality

### Filters

Admin > Data streams > [Stream] > Configure tag settings > Define internal traffic

**Exclude:**
- Internal IP addresses
- Developer traffic
- Testing environments

### Cross-Domain Tracking

For multiple domains sharing analytics:

1. Admin > Data streams > [Stream] > Configure tag settings
2. Configure your domains
3. List all domains that should share sessions

### Session Settings

Admin > Data streams > [Stream] > Configure tag settings

- Session timeout (default 30 min)
- Engaged session duration (10 sec default)

---

## Integration with Google Ads

### Linking

1. Admin > Product links > Google Ads links
2. Enable auto-tagging in Google Ads
3. Import conversions in Google Ads

### Audience Export

Audiences created in GA4 can be used in Google Ads for:
- Remarketing campaigns
- Customer match
- Similar audiences


path: references/gtm-implementation.md
content: # Google Tag Manager Implementation Reference

Detailed guide for implementing tracking via Google Tag Manager.

## Contents
- Container Structure (tags, triggers, variables)
- Naming Conventions
- Data Layer Patterns
- Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)
- Preview and Debug
- Workspaces and Versioning
- Consent Management
- Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)

## Container Structure

### Tags

Tags are code snippets that execute when triggered.

**Common tag types:**
- GA4 Configuration (base setup)
- GA4 Event (custom events)
- Google Ads Conversion
- Facebook Pixel
- LinkedIn Insight Tag
- Custom HTML (for other pixels)

### Triggers

Triggers define when tags fire.

**Built-in triggers:**
- Page View: All Pages, DOM Ready, Window Loaded
- Click: All Elements, Just Links
- Form Submission
- Scroll Depth
- Timer
- Element Visibility

**Custom triggers:**
- Custom Event (from dataLayer)
- Trigger Groups (multiple conditions)

### Variables

Variables capture dynamic values.

**Built-in (enable as needed):**
- Click Text, Click URL, Click ID, Click Classes
- Page Path, Page URL, Page Hostname
- Referrer
- Form Element, Form ID

**User-defined:**
- Data Layer variables
- JavaScript variables
- Lookup tables
- RegEx tables
- Constants

---

## Naming Conventions

### Recommended Format

```
[Type] - [Description] - [Detail]

Tags:
GA4 - Event - Signup Completed
GA4 - Config - Base Configuration
FB - Pixel - Page View
HTML - LiveChat Widget

Triggers:
Click - CTA Button
Submit - Contact Form
View - Pricing Page
Custom - signup_completed

Variables:
DL - user_id
JS - Current Timestamp
LT - Campaign Source Map
```

---

## Data Layer Patterns

### Basic Structure

```javascript
// Initialize (in <head> before GTM)
window.dataLayer = window.dataLayer || [];

// Push event
dataLayer.push({
  'event': 'event_name',
  'property1': 'value1',
  'property2': 'value2'
});
```

### Page Load Data

```javascript
// Set on page load (before GTM container)
window.dataLayer = window.dataLayer || [];
dataLayer.push({
  'pageType': 'product',
  'contentGroup': 'products',
  'user': {
    'loggedIn': true,
    'userId': '12345',
    'userType': 'premium'
  }
});
```

### Form Submission

```javascript
document.querySelector('#contact-form').addEventListener('submit', function() {
  dataLayer.push({
    'event': 'form_submitted',
    'formName': 'contact',
    'formLocation': 'footer'
  });
});
```

### Button Click

```javascript
document.querySelector('.cta-button').addEventListener('click', function() {
  dataLayer.push({
    'event': 'cta_clicked',
    'ctaText': this.innerText,
    'ctaLocation': 'hero'
  });
});
```

### E-commerce Events

```javascript
// Product view
dataLayer.push({ ecommerce: null }); // Clear previous
dataLayer.push({
  'event': 'view_item',
  'ecommerce': {
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'item_category': 'Category',
      'quantity': 1
    }]
  }
});

// Add to cart
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'add_to_cart',
  'ecommerce': {
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});

// Purchase
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'purchase',
  'ecommerce': {
    'transaction_id': 'T12345',
    'value': 99.99,
    'currency': 'USD',
    'tax': 5.00,
    'shipping': 10.00,
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});
```

---

## Common Tag Configurations

### GA4 Configuration Tag

**Tag Type:** Google Analytics: GA4 Configuration

**Settings:**
- Measurement ID: G-XXXXXXXX
- Send page view: Checked (for pageviews)
- User Properties: Add any user-level dimensions

**Trigger:** All Pages

### GA4 Event Tag

**Tag Type:** Google Analytics: GA4 Event

**Settings:**
- Configuration Tag: Select your config tag
- Event Name: {{DL - event_name}} or hardcode
- Event Parameters: Add parameters from dataLayer

**Trigger:** Custom Event with event name match

### Facebook Pixel - Base

**Tag Type:** Custom HTML

```html
<script>
  !function(f,b,e,v,n,t,s)
  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
  n.queue=[];t=b.createElement(e);t.async=!0;
  t.src=v;s=b.getElementsByTagName(e)[0];
  s.parentNode.insertBefore(t,s)}(window, document,'script',
  'https://connect.facebook.net/en_US/fbevents.js');
  fbq('init', 'YOUR_PIXEL_ID');
  fbq('track', 'PageView');
</script>
```

**Trigger:** All Pages

### Facebook Pixel - Event

**Tag Type:** Custom HTML

```html
<script>
  fbq('track', 'Lead', {
    content_name: '{{DL - form_name}}'
  });
</script>
```

**Trigger:** Custom Event - form_submitted

---

## Preview and Debug

### Preview Mode

1. Click "Preview" in GTM
2. Enter site URL
3. GTM debug panel opens at bottom

**What to check:**
- Tags fired on this event
- Tags not fired (and why)
- Variables and their values
- Data layer contents

### Debug Tips

**Tag not firing:**
- Check trigger conditions
- Verify data layer push
- Check tag sequencing

**Wrong variable value:**
- Check data layer structure
- Verify variable path (nested objects)
- Check timing (data may not exist yet)

**Multiple firings:**
- Check trigger uniqueness
- Look for duplicate tags
- Check tag firing options

---

## Workspaces and Versioning

### Workspaces

Use workspaces for team collaboration:
- Default workspace for production
- Separate workspaces for large changes
- Merge when ready

### Version Management

**Best practices:**
- Name every version descriptively
- Add notes explaining changes
- Review changes before publish
- Keep production version noted

**Version notes example:**
```
v15: Added purchase conversion tracking
- New tag: GA4 - Event - Purchase
- New trigger: Custom Event - purchase
- New variables: DL - transaction_id, DL - value
- Tested: Chrome, Safari, Mobile
```

---

## Consent Management

### Consent Mode Integration

```javascript
// Default state (before consent)
gtag('consent', 'default', {
  'analytics_storage': 'denied',
  'ad_storage': 'denied'
});

// Update on consent
function grantConsent() {
  gtag('consent', 'update', {
    'analytics_storage': 'granted',
    'ad_storage': 'granted'
  });
}
```

### GTM Consent Overview

1. Enable Consent Overview in Admin
2. Configure consent for each tag
3. Tags respect consent state automatically

---

## Advanced Patterns

### Tag Sequencing

**Setup tags to fire in order:**
Tag Configuration > Advanced Settings > Tag Sequencing

**Use cases:**
- Config tag before event tags
- Pixel initialization before tracking
- Cleanup after conversion

### Exception Handling

**Trigger exceptions** - Prevent tag from firing:
- Exclude certain pages
- Exclude internal traffic
- Exclude during testing

### Custom JavaScript Variables

```javascript
// Get URL parameter
function() {
  var params = new URLSearchParams(window.location.search);
  return params.get('campaign') || '(not set)';
}

// Get cookie value
function() {
  var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
  return match ? match[2] : null;
}

// Get data from page
function() {
  var el = document.querySelector('.product-price');
  return el ? parseFloat(el.textContent.replace('$', '')) : 0;
}
```


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