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
bash
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
bash
# 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