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