analytics

name: analytics description: GA4 setup, Facebook Pixel, event tracking, UTM conventions, marketing dashboards, reporting. Triggers on "analytics", "tracking", "GA4", "metrics", "report", "đo lường", "báo cáo marketing".

Analytics

Set up tracking, define metrics, build reports, and create marketing dashboards. Covers Google Analytics 4, Facebook Pixel, event tracking, UTM parameter conventions, funnel analysis, and reporting templates designed for Vietnamese SME marketing teams.

Initial Assessment

Before any analytics task, determine:

1. Task type? Setup/install, event configuration, UTM convention, report template, dashboard design, or data analysis?
2. Tools in use? GA4, Facebook Pixel, Google Tag Manager, TikTok Pixel, Shopee analytics, or combination?
3. Current state? No tracking (greenfield), basic tracking (pageviews only), or advanced (events configured)?
4. Key questions? What business questions should analytics answer? (Where do leads come from? Which content converts? What's ROI per channel?)
5. Reporting audience? Founder (wants headlines), marketing manager (wants details), or investor (wants trends)?
6. Brand context loaded? Read docs/brand-guidelines.md for product and funnel understanding.

Core Methodology

Measurement Framework

Before adding any tracking code, define what matters:

Step 1 — Business objectives (3-5 max) Example: increase trial signups, grow organic traffic, improve email conversion rate.

Step 2 — KPIs per objective (1-2 per objective) Example: trial signups → weekly signup count + signup-to-paid conversion rate.

Step 3 — Segments (how to slice data) Example: by channel (organic, paid, social, email), by device, by geography (HCM vs Hà Nội vs other).

Step 4 — Events (what to track in GA4/Pixel) Map each KPI to specific trackable events:

UTM Convention Standard

Consistent UTM parameters enable reliable attribution. Enforce this convention across all campaigns:

utm_source:   Where the traffic comes from (platform name)
utm_medium:   How it arrives (channel type)
utm_campaign: Which campaign (specific name)
utm_content:  Which creative/variant (optional, for A/B)
utm_term:     Which keyword (optional, for paid search)

Standard values:

Rules:

• Always lowercase. Never mixed case.
• Hyphens for spaces, never underscores or %20.
• Vietnamese keywords in utm_term: use không dấu (no accents) for cleaner URLs.
• Document all active UTM campaigns in a shared reference.

Funnel Analysis Framework

Define the marketing funnel as a series of measurable steps:

Awareness:    Sessions, new users, impressions
    ↓
Interest:     Pageviews/session, scroll depth, time on site, blog reads
    ↓
Consideration: Product page views, pricing page views, feature comparisons
    ↓
Conversion:   Signups, trials, purchases, lead forms
    ↓
Retention:    Return visits, feature adoption, subscription renewal

For each funnel stage, track:

• Volume (how many enter this stage)
• Conversion rate to next stage (what % advance)
• Drop-off rate (what % leave)
• Average time in stage (how long before advancing or dropping)

Workflow

Scenario 1: GA4 + Pixel Setup Guide

1. Load brand context to understand the product and funnel
2. Define the Measurement Framework (objectives → KPIs → segments → events)
3. Generate GA4 setup instructions:
   • Install GA4 tag via Google Tag Manager (GTM) or direct snippet
   • Configure recommended events (sign_up, purchase, generate_lead)
   • Set up custom events for product-specific actions
   • Configure conversions (mark key events as conversions in GA4)
   • Set up audiences for remarketing (e.g., "visited pricing but didn't sign up")
4. Generate Facebook Pixel setup instructions:
   • Install base pixel code via GTM or direct
   • Configure standard events matching the event mapping table
   • Set up Custom Conversions if needed
   • Verify with Facebook Pixel Helper browser extension
5. Generate UTM convention document for the team
6. Save to assets/reports/analytics-setup-YYYY-MM-DD.md

Scenario 2: Marketing Report Template

1. Load brand context and measurement framework

2. Determine reporting frequency: weekly, monthly, or quarterly

3. Design report sections:

   Weekly Report Template:

   # Marketing Report — Week [N], [Month Year]
   
   ## Highlights
   - [1-line top win]
   - [1-line concern or blocker]
   
   ## Traffic
   | Metric | This Week | Last Week | Change |
   |---|---|---|---|
   | Sessions | X | Y | +Z% |
   | New Users | X | Y | +Z% |
   | Bounce Rate | X% | Y% | ±Z% |
   
   ## Conversions
   | Metric | This Week | Last Week | Change |
   |---|---|---|---|
   | Signups | X | Y | +Z% |
   | Conversion Rate | X% | Y% | ±Z% |
   
   ## Channel Performance
   | Channel | Sessions | Conversions | CPA |
   |---|---|---|---|
   | Organic | X | Y | Z |
   | Paid | X | Y | Z |
   | Social | X | Y | Z |
   | Email | X | Y | Z |
   
   ## Top Content
   | Page | Views | Avg Time | Conversion |
   |---|---|---|---|
   
   ## Actions for Next Week
   - [ ] [Specific action]
   

4. For monthly/quarterly: add trend charts description, funnel analysis, and budget vs actual

5. Save template to assets/reports/templates/marketing-report-weekly.md

Scenario 3: Campaign Performance Analysis

1. Identify the campaign (by UTM campaign name)
2. Gather data: traffic, engagement, conversions, revenue, cost
3. Calculate key metrics:
   • CPA (Cost Per Acquisition) = Total spend ÷ Conversions
   • ROAS (Return on Ad Spend) = Revenue ÷ Ad spend
   • CTR (Click-Through Rate) = Clicks ÷ Impressions
   • CVR (Conversion Rate) = Conversions ÷ Clicks
4. Compare against benchmarks (industry or historical)
5. Segment analysis: which audience/creative/platform performed best?
6. Recommendations: scale what works, cut what doesn't, test new angles
7. Save to assets/reports/campaign-analysis-[name]-YYYY-MM-DD.md

Vietnamese Analytics Specifics

Reporting for Vietnamese SME Teams

Vietnamese SME marketing teams often have 1-3 people. Reports must be:

• Actionable, not academic. "Tăng budget Facebook thêm 2 triệu/tuần cho ad set B" not "CPM shows positive correlation with CTR."
• Vietnamese-labeled. Column headers in Vietnamese for non-English teams: Lượt truy cập, Khách mới, Tỷ lệ chuyển đổi, Chi phí/đơn hàng.
• Compared to previous period. Vietnamese managers think in "so với tuần trước" / "so với tháng trước" — always include comparison.
• Highlight wins clearly. Vietnamese business culture appreciates celebrating progress — bold the positive metrics.
• Include VND figures. Always show costs and revenue in VND. If tools report USD, convert at current rate.

Vietnam Platform Analytics Stack

Vietnamese UTM Naming for Common Channels

Output Specification

• Format: Markdown report templates, setup guides, analysis reports
• Location: assets/reports/ for reports, assets/reports/templates/ for reusable templates
• Naming: analytics-setup-YYYY-MM-DD.md, marketing-report-weekly.md, campaign-analysis-[name]-YYYY-MM-DD.md

Quality Checklist

• Measurement Framework defined before any tracking setup
• Events mapped to both GA4 and Facebook Pixel naming conventions
• UTM convention documented and consistent
• Report includes comparison to previous period
• Vietnamese-labeled columns for local team consumption
• VND currency used for cost/revenue figures
• Funnel stages defined with conversion rates between each
• Actionable recommendations included (not just data)
• Output saved to assets/reports/ with correct naming

Related Skills

• ads-management — Campaign tracking and ROAS measurement
• seo-optimization — Organic traffic analysis and keyword ranking
• ab-test-setup — Experiment measurement and statistical analysis
• email-marketing — Email campaign metrics tracking
• content-marketing — Content performance analysis