marketing-analytics

marketingv1.0.0

Marketing analytics setup and optimization. GA4, attribution, dashboards, KPIs, funnel analysis.

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Marketing Analytics

GA4 Setup

Event Taxonomy

Design events in a consistent object_action pattern:

page_view, session_start, first_visit
form_submit, form_start, form_error
button_click, link_click, cta_click
signup_start, signup_complete
purchase_start, purchase_complete
feature_use, feature_activate
content_view, content_scroll, content_share

Key Events (Conversions)

Mark as conversions in GA4:

signup_complete — new account creation
purchase_complete — transaction
demo_request — high-intent lead
trial_start — trial activation
contact_submit — contact form

Enhanced Measurement

Enable in GA4 settings: page views, scrolls, outbound clicks, site search, file downloads, video engagement.

Custom Dimensions

user_type: free, trial, paid, churned
traffic_source_detail: granular source tracking
content_category: blog, docs, landing, product
experiment_variant: A/B test tracking

Full setup guide: references/ga4-setup.md

UTM Strategy

Convention

utm_source = platform (google, facebook, linkedin, newsletter)
utm_medium = channel type (cpc, social, email, referral)
utm_campaign = campaign name (spring-sale-2026, product-launch)
utm_content = creative variant (hero-image-a, cta-blue)
utm_term = keyword (only for paid search)

Rules

All lowercase, hyphens not underscores
Consistent naming across team (document in shared sheet)
Never use UTMs on internal links (breaks session attribution)
Tag every external link: ads, emails, social posts, partner links

Full conventions: references/utm-conventions.md

Attribution Models

Model	How It Works	Best For
Last Click	100% credit to last touchpoint	Bottom-funnel optimization
First Click	100% credit to first touchpoint	Understanding acquisition
Linear	Equal credit to all touchpoints	Balanced view
Time Decay	More credit to recent touchpoints	Long sales cycles
Position-Based	40% first, 40% last, 20% middle	Most balanced default
Data-Driven	ML-based, GA4 default	1000+ conversions/month

Recommendation: Use data-driven if you have the volume. Otherwise, position-based is the best default.

Details: references/attribution-models.md

KPI Dashboard

Acquisition

Sessions by source/medium
New vs returning users
Cost per acquisition (CPA) by channel
Landing page conversion rates

Engagement

Pages per session
Average engagement time
Bounce rate by page
Scroll depth (25%, 50%, 75%, 100%)

Conversion

Conversion rate by funnel step
Drop-off between steps
Revenue by attribution model
Customer acquisition cost (CAC)

Retention

Cohort retention curves
Monthly active users (MAU)
Churn rate by cohort
Customer lifetime value (CLV)

References

references/ga4-setup.md — Complete GA4 implementation guide
references/utm-conventions.md — UTM naming standards and examples
references/attribution-models.md — Deep dive on each model with examples