Refactor remaining skills for progressive disclosure

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>

skills/paid-ads/references/ad-copy-templates.md

@@ -0,0 +1,200 @@
+# Ad Copy Templates Reference
+
+Detailed formulas and templates for writing high-converting ad copy.
+
+## Primary Text Formulas
+
+### Problem-Agitate-Solve (PAS)
+
+```
+[Problem statement]
+[Agitate the pain]
+[Introduce solution]
+[CTA]
+```
+
+**Example:**
+> Spending hours on manual reporting every week?
+> While you're buried in spreadsheets, your competitors are making decisions.
+> [Product] automates your reports in minutes.
+> Start your free trial →
+
+---
+
+### Before-After-Bridge (BAB)
+
+```
+[Current painful state]
+[Desired future state]
+[Your product as the bridge]
+```
+
+**Example:**
+> Before: Chasing down approvals across email, Slack, and spreadsheets.
+> After: Every approval tracked, automated, and on time.
+> [Product] connects your tools and keeps projects moving.
+
+---
+
+### Social Proof Lead
+
+```
+[Impressive stat or testimonial]
+[What you do]
+[CTA]
+```
+
+**Example:**
+> "We cut our reporting time by 75%." — Sarah K., Marketing Director
+> [Product] automates the reports you hate building.
+> See how it works →
+
+---
+
+### Feature-Benefit Bridge
+
+```
+[Feature]
+[So that...]
+[Which means...]
+```
+
+**Example:**
+> Real-time collaboration on documents
+> So your team always works from the latest version
+> Which means no more version confusion or lost work
+
+---
+
+### Direct Response
+
+```
+[Bold claim/outcome]
+[Proof point]
+[CTA with urgency if genuine]
+```
+
+**Example:**
+> Cut your reporting time by 80%
+> Join 5,000+ marketing teams already using [Product]
+> Start free → First month 50% off
+
+---
+
+## Headline Formulas
+
+### For Search Ads
+
+| Formula | Example |
+|---------|---------|
+| [Keyword] + [Benefit] | "Project Management That Teams Actually Use" |
+| [Action] + [Outcome] | "Automate Reports \| Save 10 Hours Weekly" |
+| [Question] | "Tired of Manual Data Entry?" |
+| [Number] + [Benefit] | "500+ Teams Trust [Product] for [Outcome]" |
+| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
+| [Price/Offer] + [Keyword] | "Free Project Management \| No Credit Card" |
+
+### For Social Ads
+
+| Type | Example |
+|------|---------|
+| Outcome hook | "How we 3x'd our conversion rate" |
+| Curiosity hook | "The reporting hack no one talks about" |
+| Contrarian hook | "Why we stopped using [common tool]" |
+| Specificity hook | "The exact template we use for..." |
+| Question hook | "What if you could cut your admin time in half?" |
+| Number hook | "7 ways to improve your workflow today" |
+| Story hook | "We almost gave up. Then we found..." |
+
+---
+
+## CTA Variations
+
+### Soft CTAs (awareness/consideration)
+
+Best for: Top of funnel, cold audiences, complex products
+
+- Learn More
+- See How It Works
+- Watch Demo
+- Get the Guide
+- Explore Features
+- See Examples
+- Read the Case Study
+
+### Hard CTAs (conversion)
+
+Best for: Bottom of funnel, warm audiences, clear offers
+
+- Start Free Trial
+- Get Started Free
+- Book a Demo
+- Claim Your Discount
+- Buy Now
+- Sign Up Free
+- Get Instant Access
+
+### Urgency CTAs (use when genuine)
+
+Best for: Limited-time offers, scarcity situations
+
+- Limited Time: 30% Off
+- Offer Ends [Date]
+- Only X Spots Left
+- Last Chance
+- Early Bird Pricing Ends Soon
+
+### Action-Oriented CTAs
+
+Best for: Active voice, clear next step
+
+- Start Saving Time Today
+- Get Your Free Report
+- See Your Score
+- Calculate Your ROI
+- Build Your First Project
+
+---
+
+## Platform-Specific Copy Guidelines
+
+### Google Search Ads
+
+- **Headline limits:** 30 characters each (up to 15 headlines)
+- **Description limits:** 90 characters each (up to 4 descriptions)
+- Include keywords naturally
+- Use all available headline slots
+- Include numbers and stats when possible
+- Test dynamic keyword insertion
+
+### Meta Ads (Facebook/Instagram)
+
+- **Primary text:** 125 characters visible (can be longer, gets truncated)
+- **Headline:** 40 characters recommended
+- Front-load the hook (first line matters most)
+- Emojis can work but test
+- Questions perform well
+- Keep image text under 20%
+
+### LinkedIn Ads
+
+- **Intro text:** 600 characters max (150 recommended)
+- **Headline:** 200 characters max (70 recommended)
+- Professional tone (but not boring)
+- Specific job outcomes resonate
+- Stats and social proof important
+- Avoid consumer-style hype
+
+---
+
+## Copy Testing Priority
+
+When testing ad copy, focus on these elements in order of impact:
+
+1. **Hook/angle** (biggest impact on performance)
+2. **Headline**
+3. **Primary benefit**
+4. **CTA**
+5. **Supporting proof points**
+
+Test one element at a time for clean data.

skills/paid-ads/references/audience-targeting.md

@@ -0,0 +1,234 @@
+# Audience Targeting Reference
+
+Detailed targeting strategies for each major ad platform.
+
+## Google Ads Audiences
+
+### Search Campaign Targeting
+
+**Keywords:**
+- Exact match: [keyword] — most precise, lower volume
+- Phrase match: "keyword" — moderate precision and volume
+- Broad match: keyword — highest volume, use with smart bidding
+
+**Audience layering:**
+- Add audiences in "observation" mode first
+- Analyze performance by audience
+- Switch to "targeting" mode for high performers
+
+**RLSA (Remarketing Lists for Search Ads):**
+- Bid higher on past visitors searching your terms
+- Show different ads to returning searchers
+- Exclude converters from prospecting campaigns
+
+### Display/YouTube Targeting
+
+**Custom intent audiences:**
+- Based on recent search behavior
+- Create from your converting keywords
+- High intent, good for prospecting
+
+**In-market audiences:**
+- People actively researching solutions
+- Pre-built by Google
+- Layer with demographics for precision
+
+**Affinity audiences:**
+- Based on interests and habits
+- Better for awareness
+- Broad but can exclude irrelevant
+
+**Customer match:**
+- Upload email lists
+- Retarget existing customers
+- Create lookalikes from best customers
+
+**Similar/lookalike audiences:**
+- Based on your customer match lists
+- Expand reach while maintaining relevance
+- Best when source list is high-quality customers
+
+---
+
+## Meta Audiences
+
+### Core Audiences (Interest/Demographic)
+
+**Interest targeting tips:**
+- Layer interests with AND logic for precision
+- Use Audience Insights to research interests
+- Start broad, let algorithm optimize
+- Exclude existing customers always
+
+**Demographic targeting:**
+- Age and gender (if product-specific)
+- Location (down to zip/postal code)
+- Language
+- Education and work (limited data now)
+
+**Behavior targeting:**
+- Purchase behavior
+- Device usage
+- Travel patterns
+- Life events
+
+### Custom Audiences
+
+**Website visitors:**
+- All visitors (last 180 days max)
+- Specific page visitors
+- Time on site thresholds
+- Frequency (visited X times)
+
+**Customer list:**
+- Upload emails/phone numbers
+- Match rate typically 30-70%
+- Refresh regularly for accuracy
+
+**Engagement audiences:**
+- Video viewers (25%, 50%, 75%, 95%)
+- Page/profile engagers
+- Form openers
+- Instagram engagers
+
+**App activity:**
+- App installers
+- In-app events
+- Purchase events
+
+### Lookalike Audiences
+
+**Source audience quality matters:**
+- Use high-LTV customers, not all customers
+- Purchasers > leads > all visitors
+- Minimum 100 source users, ideally 1,000+
+
+**Size recommendations:**
+- 1% — most similar, smallest reach
+- 1-3% — good balance for most
+- 3-5% — broader, good for scale
+- 5-10% — very broad, awareness only
+
+**Layering strategies:**
+- Lookalike + interest = more precision early
+- Test lookalike-only as you scale
+- Exclude the source audience
+
+---
+
+## LinkedIn Audiences
+
+### Job-Based Targeting
+
+**Job titles:**
+- Be specific (CMO vs. "Marketing")
+- LinkedIn normalizes titles, but verify
+- Stack related titles
+- Exclude irrelevant titles
+
+**Job functions:**
+- Broader than titles
+- Combine with seniority level
+- Good for awareness campaigns
+
+**Seniority levels:**
+- Entry, Senior, Manager, Director, VP, CXO, Partner
+- Layer with function for precision
+
+**Skills:**
+- Self-reported, less reliable
+- Good for technical roles
+- Use as expansion layer
+
+### Company-Based Targeting
+
+**Company size:**
+- 1-10, 11-50, 51-200, 201-500, 501-1000, 1001-5000, 5000+
+- Key filter for B2B
+
+**Industry:**
+- Based on company classification
+- Can be broad, layer with other criteria
+
+**Company names (ABM):**
+- Upload target account list
+- Minimum 300 companies recommended
+- Match rate varies
+
+**Company growth rate:**
+- Hiring rapidly = budget available
+- Good signal for timing
+
+### High-Performing Combinations
+
+| Use Case | Targeting Combination |
+|----------|----------------------|
+| Enterprise sales | Company size 1000+ + VP/CXO + Industry |
+| SMB sales | Company size 11-200 + Manager/Director + Function |
+| Developer tools | Skills + Job function + Company type |
+| ABM campaigns | Company list + Decision-maker titles |
+| Broad awareness | Industry + Seniority + Geography |
+
+---
+
+## Twitter/X Audiences
+
+### Targeting options:
+- Follower lookalikes (accounts similar to followers of X)
+- Interest categories
+- Keywords (in tweets)
+- Conversation topics
+- Events
+- Tailored audiences (your lists)
+
+### Best practices:
+- Follower lookalikes of relevant accounts work well
+- Keyword targeting catches active conversations
+- Lower CPMs than LinkedIn/Meta
+- Less precise, better for awareness
+
+---
+
+## TikTok Audiences
+
+### Targeting options:
+- Demographics (age, gender, location)
+- Interests (TikTok's categories)
+- Behaviors (video interactions)
+- Device (iOS/Android, connection type)
+- Custom audiences (pixel, customer file)
+- Lookalike audiences
+
+### Best practices:
+- Younger skew (18-34 primarily)
+- Interest targeting is broad
+- Creative matters more than targeting
+- Let algorithm optimize with broad targeting
+
+---
+
+## Audience Size Guidelines
+
+| Platform | Minimum Recommended | Ideal Range |
+|----------|-------------------|-------------|
+| Google Search | 1,000+ searches/mo | 5,000-50,000 |
+| Google Display | 100,000+ | 500K-5M |
+| Meta | 100,000+ | 500K-10M |
+| LinkedIn | 50,000+ | 100K-500K |
+| Twitter/X | 50,000+ | 100K-1M |
+| TikTok | 100,000+ | 1M+ |
+
+Too narrow = expensive, slow learning
+Too broad = wasted spend, poor relevance
+
+---
+
+## Exclusion Strategy
+
+Always exclude:
+- Existing customers (unless upsell)
+- Recent converters (7-14 days)
+- Bounced visitors (<10 sec)
+- Employees (by company or email list)
+- Irrelevant page visitors (careers, support)
+- Competitors (if identifiable)

skills/paid-ads/references/platform-setup-checklists.md

@@ -0,0 +1,269 @@
+# Platform Setup Checklists
+
+Complete setup checklists for major ad platforms.
+
+## Google Ads Setup
+
+### Account Foundation
+
+- [ ] Google Ads account created and verified
+- [ ] Billing information added
+- [ ] Time zone and currency set correctly
+- [ ] Account access granted to team members
+
+### Conversion Tracking
+
+- [ ] Google tag installed on all pages
+- [ ] Conversion actions created (purchase, lead, signup)
+- [ ] Conversion values assigned (if applicable)
+- [ ] Enhanced conversions enabled
+- [ ] Test conversions firing correctly
+- [ ] Import conversions from GA4 (optional)
+
+### Analytics Integration
+
+- [ ] Google Analytics 4 linked
+- [ ] Auto-tagging enabled
+- [ ] GA4 audiences available in Google Ads
+- [ ] Cross-domain tracking set up (if multiple domains)
+
+### Audience Setup
+
+- [ ] Remarketing tag verified
+- [ ] Website visitor audiences created:
+  - All visitors (180 days)
+  - Key page visitors (pricing, demo, features)
+  - Converters (for exclusion)
+- [ ] Customer match lists uploaded
+- [ ] Similar audiences enabled
+
+### Campaign Readiness
+
+- [ ] Negative keyword lists created:
+  - Universal negatives (free, jobs, careers, reviews, complaints)
+  - Competitor negatives (if needed)
+  - Irrelevant industry terms
+- [ ] Location targeting set (include/exclude)
+- [ ] Language targeting set
+- [ ] Ad schedule configured (if B2B, business hours)
+- [ ] Device bid adjustments considered
+
+### Ad Extensions
+
+- [ ] Sitelinks (4-6 relevant pages)
+- [ ] Callouts (key benefits, offers)
+- [ ] Structured snippets (features, types, services)
+- [ ] Call extension (if phone leads valuable)
+- [ ] Lead form extension (if using)
+- [ ] Price extensions (if applicable)
+- [ ] Image extensions (where available)
+
+### Brand Protection
+
+- [ ] Brand campaign running (protect branded terms)
+- [ ] Competitor campaigns considered
+- [ ] Brand terms in negative lists for non-brand campaigns
+
+---
+
+## Meta Ads Setup
+
+### Business Manager Foundation
+
+- [ ] Business Manager created
+- [ ] Business verified (if running certain ad types)
+- [ ] Ad account created within Business Manager
+- [ ] Payment method added
+- [ ] Team access configured with proper roles
+
+### Pixel & Tracking
+
+- [ ] Meta Pixel installed on all pages
+- [ ] Standard events configured:
+  - PageView (automatic)
+  - ViewContent (product/feature pages)
+  - Lead (form submissions)
+  - Purchase (conversions)
+  - AddToCart (if e-commerce)
+  - InitiateCheckout (if e-commerce)
+- [ ] Conversions API (CAPI) set up for server-side tracking
+- [ ] Event Match Quality score > 6
+- [ ] Test events in Events Manager
+
+### Domain & Aggregated Events
+
+- [ ] Domain verified in Business Manager
+- [ ] Aggregated Event Measurement configured
+- [ ] Top 8 events prioritized in order of importance
+- [ ] Web events prioritized for iOS 14+ tracking
+
+### Audience Setup
+
+- [ ] Custom audiences created:
+  - Website visitors (all, 30/60/90/180 days)
+  - Key page visitors
+  - Video viewers (25%, 50%, 75%, 95%)
+  - Page/Instagram engagers
+  - Customer list uploaded
+- [ ] Lookalike audiences created (1%, 1-3%)
+- [ ] Saved audiences for common targeting
+
+### Catalog (E-commerce)
+
+- [ ] Product catalog connected
+- [ ] Product feed updating correctly
+- [ ] Catalog sales campaigns enabled
+- [ ] Dynamic product ads configured
+
+### Creative Assets
+
+- [ ] Images in correct sizes:
+  - Feed: 1080x1080 (1:1)
+  - Stories/Reels: 1080x1920 (9:16)
+  - Landscape: 1200x628 (1.91:1)
+- [ ] Videos in correct formats
+- [ ] Ad copy variations ready
+- [ ] UTM parameters in all destination URLs
+
+### Compliance
+
+- [ ] Special Ad Categories declared (if housing, credit, employment, politics)
+- [ ] Landing page complies with Meta policies
+- [ ] No prohibited content in ads
+
+---
+
+## LinkedIn Ads Setup
+
+### Campaign Manager Foundation
+
+- [ ] Campaign Manager account created
+- [ ] Company Page connected
+- [ ] Billing information added
+- [ ] Team access configured
+
+### Insight Tag & Tracking
+
+- [ ] LinkedIn Insight Tag installed on all pages
+- [ ] Tag verified and firing
+- [ ] Conversion tracking configured:
+  - URL-based conversions
+  - Event-specific conversions
+- [ ] Conversion values set (if applicable)
+
+### Audience Setup
+
+- [ ] Matched Audiences created:
+  - Website retargeting audiences
+  - Company list uploaded (for ABM)
+  - Contact list uploaded
+- [ ] Lookalike audiences created
+- [ ] Saved audiences for common targeting
+
+### Lead Gen Forms (if using)
+
+- [ ] Lead gen form templates created
+- [ ] Form fields selected (minimize for conversion)
+- [ ] Privacy policy URL added
+- [ ] Thank you message configured
+- [ ] CRM integration set up (or CSV export process)
+
+### Document Ads (if using)
+
+- [ ] Documents uploaded (PDF, PowerPoint)
+- [ ] Gating configured (full gate or preview)
+- [ ] Lead gen form connected
+
+### Creative Assets
+
+- [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)
+- [ ] Carousel images ready
+- [ ] Video specs met (if using)
+- [ ] Ad copy within character limits:
+  - Intro text: 600 max, 150 recommended
+  - Headline: 200 max, 70 recommended
+
+### Budget Considerations
+
+- [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)
+- [ ] Audience size validated (50K+ recommended)
+- [ ] Daily vs. lifetime budget decided
+- [ ] Bid strategy selected
+
+---
+
+## Twitter/X Ads Setup
+
+### Account Foundation
+
+- [ ] Ads account created
+- [ ] Payment method added
+- [ ] Account verified (if required)
+
+### Tracking
+
+- [ ] Twitter Pixel installed
+- [ ] Conversion events created
+- [ ] Website tag verified
+
+### Audience Setup
+
+- [ ] Tailored audiences created:
+  - Website visitors
+  - Customer lists
+- [ ] Follower lookalikes identified
+- [ ] Interest and keyword targets researched
+
+### Creative
+
+- [ ] Tweet copy within 280 characters
+- [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)
+- [ ] Video specs met (if using)
+- [ ] Cards configured (website, app, etc.)
+
+---
+
+## TikTok Ads Setup
+
+### Account Foundation
+
+- [ ] TikTok Ads Manager account created
+- [ ] Business verification completed
+- [ ] Payment method added
+
+### Pixel & Tracking
+
+- [ ] TikTok Pixel installed
+- [ ] Events configured (ViewContent, Purchase, etc.)
+- [ ] Events API set up (recommended)
+
+### Audience Setup
+
+- [ ] Custom audiences created
+- [ ] Lookalike audiences created
+- [ ] Interest categories identified
+
+### Creative
+
+- [ ] Vertical video (9:16) ready
+- [ ] Native-feeling content (not too polished)
+- [ ] First 3 seconds are compelling hooks
+- [ ] Captions added (most watch without sound)
+- [ ] Music/sounds selected (licensed if needed)
+
+---
+
+## Universal Pre-Launch Checklist
+
+Before launching any campaign:
+
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly (daily vs. lifetime)
+- [ ] Start/end dates correct
+- [ ] Targeting matches intended audience
+- [ ] Ad creative approved
+- [ ] Team notified of launch
+- [ ] Reporting dashboard ready