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Refactor remaining skills for progressive disclosure

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Phase 2 refactoring of skills >500 lines and medium-sized skills:

- paid-ads: 553 → 297 lines
  - Extract ad-copy-templates.md, audience-targeting.md, platform-setup-checklists.md

- analytics-tracking: 541 → 292 lines
  - Extract ga4-implementation.md, gtm-implementation.md, event-library.md

- ab-test-setup: 510 → 264 lines
  - Extract test-templates.md, sample-size-guide.md

- copywriting: 458 → 248 lines
  - Extract copy-frameworks.md (headline formulas, section types)

- page-cro: 336 → 180 lines
  - Extract experiments.md (experiment ideas by page type)

- onboarding-cro: 435 → 218 lines
  - Extract experiments.md (onboarding experiment ideas)

All skills now use progressive disclosure with references/ folders,
keeping SKILL.md files focused on core workflow while detailed
content is available when needed.

Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
This commit is contained in:
Corey Haines
2026-01-26 16:59:23 -08:00
parent c29ee7e6db
commit 98e74b79d7
17 changed files with 3356 additions and 1721 deletions
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413
skills/analytics-tracking/SKILL.md
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@@ -14,20 +14,9 @@ If `.claude/product-marketing-context.md` exists, read it before asking question
Before implementing tracking, understand:
1. **Business Context**
- What decisions will this data inform?
- What are the key conversion actions?
- What questions need answering?
2. **Current State**
- What tracking exists?
- What tools are in use (GA4, Mixpanel, Amplitude, etc.)?
- What's working/not working?
3. **Technical Context**
- What's the tech stack?
- Who will implement and maintain?
- Any privacy/compliance requirements?
1. **Business Context** - What decisions will this data inform? What are key conversions?
2. **Current State** - What tracking exists? What tools are in use?
3. **Technical Context** - What's the tech stack? Any privacy/compliance requirements?
---
@@ -60,63 +49,36 @@ Before implementing tracking, understand:
### Structure
```
Event Name | Event Category | Properties | Trigger | Notes
---------- | ------------- | ---------- | ------- | -----
Event Name | Category | Properties | Trigger | Notes
---------- | -------- | ---------- | ------- | -----
```
### Event Types
**Pageviews**
- Automatic in most tools
- Enhanced with page metadata
| Type | Examples |
|------|----------|
| Pageviews | Automatic, enhanced with metadata |
| User Actions | Button clicks, form submissions, feature usage |
| System Events | Signup completed, purchase, subscription changed |
| Custom Conversions | Goal completions, funnel stages |
**User Actions**
- Button clicks
- Form submissions
- Feature usage
- Content interactions
**System Events**
- Signup completed
- Purchase completed
- Subscription changed
- Errors occurred
**Custom Conversions**
- Goal completions
- Funnel stages
- Business-specific milestones
**For comprehensive event lists**: See [references/event-library.md](references/event-library.md)
---
## Event Naming Conventions
### Format Options
### Recommended Format: Object-Action
**Object-Action (Recommended)**
```
signup_completed
button_clicked
form_submitted
article_read
```
**Action-Object**
```
click_button
submit_form
complete_signup
```
**Category_Object_Action**
```
checkout_payment_completed
blog_article_viewed
onboarding_step_completed
```
### Best Practices
- Lowercase with underscores
- Be specific: `cta_hero_clicked` vs. `button_clicked`
- Include context in properties, not event name
@@ -125,235 +87,94 @@ onboarding_step_completed
---
## Essential Events to Track
## Essential Events
### Marketing Site
**Navigation**
- page_view (enhanced)
- outbound_link_clicked
- scroll_depth (25%, 50%, 75%, 100%)
**Engagement**
- cta_clicked (button_text, location)
- video_played (video_id, duration)
- form_started
- form_submitted (form_type)
- resource_downloaded (resource_name)
**Conversion**
- signup_started
- signup_completed
- demo_requested
- contact_submitted
| Event | Properties |
|-------|------------|
| cta_clicked | button_text, location |
| form_submitted | form_type |
| signup_completed | method, source |
| demo_requested | - |
### Product/App
**Onboarding**
- signup_completed
- onboarding_step_completed (step_number, step_name)
- onboarding_completed
- first_key_action_completed
| Event | Properties |
|-------|------------|
| onboarding_step_completed | step_number, step_name |
| feature_used | feature_name |
| purchase_completed | plan, value |
| subscription_cancelled | reason |
**Core Usage**
- feature_used (feature_name)
- action_completed (action_type)
- session_started
- session_ended
**Monetization**
- trial_started
- pricing_viewed
- checkout_started
- purchase_completed (plan, value)
- subscription_cancelled
### E-commerce
**Browsing**
- product_viewed (product_id, category, price)
- product_list_viewed (list_name, products)
- product_searched (query, results_count)
**Cart**
- product_added_to_cart
- product_removed_from_cart
- cart_viewed
**Checkout**
- checkout_started
- checkout_step_completed (step)
- payment_info_entered
- purchase_completed (order_id, value, products)
**For full event library by business type**: See [references/event-library.md](references/event-library.md)
---
## Event Properties (Parameters)
## Event Properties
### Standard Properties to Consider
### Standard Properties
**Page/Screen**
- page_title
- page_location (URL)
- page_referrer
- content_group
**User**
- user_id (if logged in)
- user_type (free, paid, admin)
- account_id (B2B)
- plan_type
**Campaign**
- source
- medium
- campaign
- content
- term
**Product** (e-commerce)
- product_id
- product_name
- category
- price
- quantity
- currency
**Timing**
- timestamp
- session_duration
- time_on_page
| Category | Properties |
|----------|------------|
| Page | page_title, page_location, page_referrer |
| User | user_id, user_type, account_id, plan_type |
| Campaign | source, medium, campaign, content, term |
| Product | product_id, product_name, category, price |
### Best Practices
- Use consistent property names
- Include relevant context
- Don't duplicate GA4 automatic properties
- Don't duplicate automatic properties
- Avoid PII in properties
- Document expected values
---
## GA4 Implementation
### Configuration
### Quick Setup
**Data Streams**
- One stream per platform (web, iOS, Android)
- Enable enhanced measurement
1. Create GA4 property and data stream
2. Install gtag.js or GTM
3. Enable enhanced measurement
4. Configure custom events
5. Mark conversions in Admin
**Enhanced Measurement Events**
- page_view (automatic)
- scroll (90% depth)
- outbound_click
- site_search
- video_engagement
- file_download
**Recommended Events**
- Use Google's predefined events when possible
- Correct naming for enhanced reporting
- See: https://support.google.com/analytics/answer/9267735
### Custom Events (GA4)
### Custom Event Example
```javascript
// gtag.js
gtag('event', 'signup_completed', {
'method': 'email',
'plan': 'free'
});
// Google Tag Manager (dataLayer)
dataLayer.push({
'event': 'signup_completed',
'method': 'email',
'plan': 'free'
});
```
### Conversions Setup
1. Collect event in GA4
2. Mark as conversion in Admin > Events
3. Set conversion counting (once per session or every time)
4. Import to Google Ads if needed
### Custom Dimensions and Metrics
**When to use:**
- Properties you want to segment by
- Metrics you want to aggregate
- Beyond standard parameters
**Setup:**
1. Create in Admin > Custom definitions
2. Scope: Event, User, or Item
3. Parameter name must match
**For detailed GA4 implementation**: See [references/ga4-implementation.md](references/ga4-implementation.md)
---
## Google Tag Manager Implementation
## Google Tag Manager
### Container Structure
**Tags**
- GA4 Configuration (base)
- GA4 Event tags (one per event or grouped)
- Conversion pixels (Facebook, LinkedIn, etc.)
**Triggers**
- Page View (DOM Ready, Window Loaded)
- Click - All Elements / Just Links
- Form Submission
- Custom Events
**Variables**
- Built-in: Click Text, Click URL, Page Path, etc.
- Data Layer variables
- JavaScript variables
- Lookup tables
### Best Practices
- Use folders to organize
- Consistent naming (Tag_Type_Description)
- Version notes on every publish
- Preview mode for testing
- Workspaces for team collaboration
| Component | Purpose |
|-----------|---------|
| Tags | Code that executes (GA4, pixels) |
| Triggers | When tags fire (page view, click) |
| Variables | Dynamic values (click text, data layer) |
### Data Layer Pattern
```javascript
// Push custom event
dataLayer.push({
'event': 'form_submitted',
'form_name': 'contact',
'form_location': 'footer'
});
// Set user properties
dataLayer.push({
'user_id': '12345',
'user_type': 'premium'
});
// E-commerce event
dataLayer.push({
'event': 'purchase',
'ecommerce': {
'transaction_id': 'T12345',
'value': 99.99,
'currency': 'USD',
'items': [{
'item_id': 'SKU123',
'item_name': 'Product Name',
'price': 99.99
}]
}
});
```
**For detailed GTM implementation**: See [references/gtm-implementation.md](references/gtm-implementation.md)
---
## UTM Parameter Strategy
@@ -362,40 +183,17 @@ dataLayer.push({
| Parameter | Purpose | Example |
|-----------|---------|---------|
| utm_source | Where traffic comes from | google, facebook, newsletter |
| utm_medium | Marketing medium | cpc, email, social, referral |
| utm_campaign | Campaign name | spring_sale, product_launch |
| utm_content | Differentiate versions | hero_cta, sidebar_link |
| utm_source | Traffic source | google, newsletter |
| utm_medium | Marketing medium | cpc, email, social |
| utm_campaign | Campaign name | spring_sale |
| utm_content | Differentiate versions | hero_cta |
| utm_term | Paid search keywords | running+shoes |
### Naming Conventions
**Lowercase everything**
- google, not Google
- email, not Email
**Use underscores or hyphens consistently**
- product_launch or product-launch
- Pick one, stick with it
**Be specific but concise**
- blog_footer_cta, not cta1
- 2024_q1_promo, not promo
### UTM Documentation
Track all UTMs in a spreadsheet or tool:
| Campaign | Source | Medium | Content | Full URL | Owner | Date |
|----------|--------|--------|---------|----------|-------|------|
| ... | ... | ... | ... | ... | ... | ... |
### UTM Builder
Provide a consistent UTM builder link to team:
- Google's URL builder
- Internal tool
- Spreadsheet formula
- Lowercase everything
- Use underscores or hyphens consistently
- Be specific but concise: `blog_footer_cta`, not `cta1`
- Document all UTMs in a spreadsheet
---
@@ -403,72 +201,44 @@ Provide a consistent UTM builder link to team:
### Testing Tools
**GA4 DebugView**
- Real-time event monitoring
- Enable with ?debug_mode=true
- Or via Chrome extension
**GTM Preview Mode**
- Test triggers and tags
- See data layer state
- Validate before publish
**Browser Extensions**
- GA Debugger
- Tag Assistant
- dataLayer Inspector
| Tool | Use For |
|------|---------|
| GA4 DebugView | Real-time event monitoring |
| GTM Preview Mode | Test triggers before publish |
| Browser Extensions | Tag Assistant, dataLayer Inspector |
### Validation Checklist
- [ ] Events firing on correct triggers
- [ ] Property values populating correctly
- [ ] No duplicate events
- [ ] Works across browsers
- [ ] Works on mobile
- [ ] Works across browsers and mobile
- [ ] Conversions recorded correctly
- [ ] User ID passing when logged in
- [ ] No PII leaking
### Common Issues
**Events not firing**
- Trigger misconfigured
- Tag paused
- GTM not loaded on page
**Wrong values**
- Variable not configured
- Data layer not pushing correctly
- Timing issues (fire before data ready)
**Duplicate events**
- Multiple GTM containers
- Multiple tag instances
- Trigger firing multiple times
| Issue | Check |
|-------|-------|
| Events not firing | Trigger config, GTM loaded |
| Wrong values | Variable path, data layer structure |
| Duplicate events | Multiple containers, trigger firing twice |
---
## Privacy and Compliance
### Considerations
- Cookie consent required in EU/UK/CA
- No PII in analytics properties
- Data retention settings
- User deletion capabilities
- Cross-device tracking consent
### Implementation
**Consent Mode (GA4)**
- Wait for consent before tracking
- Use consent mode for partial tracking
- Integrate with consent management platform
**Data Minimization**
- Only collect what you need
- Use consent mode (wait for consent)
- IP anonymization
- No PII in custom dimensions
- Only collect what you need
- Integrate with consent management platform
---
@@ -476,51 +246,32 @@ Provide a consistent UTM builder link to team:
### Tracking Plan Document
```
```markdown
# [Site/Product] Tracking Plan
## Overview
- Tools: GA4, GTM
- Last updated: [Date]
- Owner: [Name]
## Events
### Marketing Events
| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_started | User initiates signup | source, page | Click signup CTA |
| signup_completed | User completes signup | method, plan | Signup success page |
### Product Events
[Similar table]
| signup_completed | User completes signup | method, plan | Success page |
## Custom Dimensions
| Name | Scope | Parameter | Description |
|------|-------|-----------|-------------|
| user_type | User | user_type | Free, trial, paid |
| Name | Scope | Parameter |
|------|-------|-----------|
| user_type | User | user_type |
## Conversions
| Conversion | Event | Counting | Google Ads |
|------------|-------|----------|------------|
| Signup | signup_completed | Once per session | Yes |
## UTM Convention
[Guidelines]
| Conversion | Event | Counting |
|------------|-------|----------|
| Signup | signup_completed | Once per session |
```
### Implementation Code
Provide ready-to-use code snippets
### Testing Checklist
Specific validation steps
---
## Task-Specific Questions