By name: analytics-attribution version: "1.0.0" brand: AgentKits Marketing by AityTech category: core difficulty: advanced description: Performance measurement, attribution modeling, and marketing ROI analysis. Use when setting up tracking, analyzing campaign performance, building attribution models, or creating marketing reports. triggers:
- analytics
- attribution
- tracking
- ROI
- CAC
- LTV
- dashboard
- reporting
- conversion tracking
- marketing metrics prerequisites:
- marketing-fundamentals related_skills:
- ab-test-setup
- paid-advertising agents:
- project-manager
- researcher
mcp_integrations:
optional:
- google-analytics
- google-search-console success_metrics:
- tracking_accuracy
- attribution_confidence
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 thresholdssales-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 usagereferences/search-console.md- SEO performance trackingreferences/attribution-models.md- Attribution deep divereferences/dashboards.md- Reporting best practicesreferences/reporting-templates.md- Client-ready report templates