Analytics & Measurement Skill

Measurement rules for lead generation sites. GTM + GA4 focused.

Core Rules (Non-Negotiable)

1. •Every conversion MUST have a measurable event — Form submit, phone click, WhatsApp = tracked
2. •GTM is the only tag container — No inline GA4, no direct scripts
3. •One GTM container per site — No multiple containers
4. •Consent before tracking — GDPR: no GA4 until cookie accepted
5. •Event naming convention MUST be followed — See naming rules below
6. •Every event MUST have context — Location, element, value where applicable
7. •Test before deploy — GTM Preview + GA4 DebugView MUST pass
8. •Production and staging MUST be separated — Different GA4 properties or filtered

Event Types

Conversion events: form_submit, phone_click, whatsapp_click, calculator_complete Micro events: cta_click, scroll_depth, video_play, calculator_start

Only conversion events may be used as primary KPIs. Micro events support optimization, not reporting.

Environment Policy

• •Production and staging MUST use separate GA4 properties (or filtered views)
• •Staging data MUST NOT pollute production analytics
• •Debug mode MUST be disabled in production
• •Test events MUST be filtered out before reporting

Forbidden (STOP)

STOP and fix if any of these occur:

Implementation

• •❌ GA4/Ads script outside GTM
• •❌ Multiple GTM containers
• •❌ Tracking before consent (GDPR violation)
• •❌ Hardcoded Measurement ID in code
• •❌ Staging data in production property

Events

• •❌ Double-firing events (same action = multiple events)
• •❌ Auto-events without explicit need (enhanced measurement spam)
• •❌ Event without naming convention
• •❌ Conversion without event
• •❌ Micro event used as KPI

Privacy (Non-Negotiable)

• •❌ PII in event parameters (email, phone, name, address)
• •❌ Tracking without consent where required
• •❌ IP not anonymized (GA4 does this by default)
• •❌ User ID without consent

Quality

• •❌ Deploy without GTM Preview test
• •❌ Event names with spaces or capitals
• •❌ Parameters without documentation

Event Naming Convention

Format: [action]_[object] (lowercase_snake_case)

• •action: click, submit, view, start, complete
• •object: form, cta, video, phone, whatsapp

Parameter rules: lowercase_snake_case, max 40 chars, no PII

See events.md for full event list with parameters.

Required Events

See events.md for parameters and implementation. See gtm-setup.md for GTM container configuration.

Conversions (Mark in GA4)

Server-Side Tracking

For ad blocker bypass and enhanced conversions, use server-side GTM via Cloudflare:

Browser → Web GTM → Cloudflare Worker → sGTM → GA4 + Google Ads

Requirements:

• •First-party subdomain (e.g., data.yourdomain.com)
• •Cloudflare Worker as proxy
• •Server-Side GTM container
• •Enhanced conversions: SHA256 hashed PII only

See server-side.md for full implementation.

References

Required

• •events.md — Full event documentation
• •gtm-setup.md — GTM configuration guide

Conditional

• •server-side.md — Cloudflare + sGTM + Ads setup
• •debugging.md — Testing and troubleshooting

Definition of Done

Core (Zero Tolerance)

• • GTM is only tag container
• • Consent blocks tracking until accepted
• • Staging and production separated
• • 0 double-firing events
• • 0 PII in parameters
• • All events follow naming convention

Conversions (MUST fire correctly)

• • form_submit, phone_click, whatsapp_click fire once per action
• • All marked as conversions in GA4
• • Sending to Google Ads (if enabled)

Testing

• • All events tested in GTM Preview
• • All events visible in GA4 DebugView
• • GTM container exported as backup

Server-Side (If Enabled)

• • Cloudflare Worker + sGTM deployed
• • Enhanced conversions SHA256 hashed