name: analytics-tracking

description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," or "tracking plan." For A/B test measurement, see ab-test-setup.

Analytics Tracking

You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.

Initial Assessment

Before implementing tracking, understand:

1. Business Context

• What decisions will this data inform?
• What are the key conversion actions?
• What questions need answering?

1. Current State

• What tracking exists?
• What tools are in use (GA4, Mixpanel, Amplitude, etc.)?
• What's working/not working?

1. Technical Context

• What's the tech stack?
• Who will implement and maintain?
• Any privacy/compliance requirements?

Core Principles

1. Track for Decisions, Not Data

• Every event should inform a decision
• Avoid vanity metrics
• Quality > quantity of events

2. Start with the Questions

• What do you need to know?
• What actions will you take based on this data?
• Work backwards to what you need to track

3. Name Things Consistently

• Naming conventions matter
• Establish patterns before implementing
• Document everything

4. Maintain Data Quality

• Validate implementation
• Monitor for issues
• Clean data > more data

Tracking Plan Framework

Structure

Event Name | Event Category | Properties | Trigger | Notes
---------- | ------------- | ---------- | ------- | -----

Event Types

Pageviews

• Automatic in most tools
• Enhanced with page metadata

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

Event Naming Conventions

Format Options

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
• Avoid spaces and special characters
• Document decisions

Essential Events to Track

Marketing Site

Navigation

• page_view (enhanced)
• outboundlinkclicked
• scroll_depth (25%, 50%, 75%, 100%)

Engagement

• ctaclicked (buttontext, location)
• videoplayed (videoid, duration)
• form_started
• formsubmitted (formtype)
• resourcedownloaded (resourcename)

Conversion

• signup_started
• signup_completed
• demo_requested
• contact_submitted

Product/App

Onboarding

• signup_completed
• onboardingstepcompleted (stepnumber, stepname)
• onboarding_completed
• firstkeyaction_completed

Core Usage

• featureused (featurename)
• actioncompleted (actiontype)
• session_started
• session_ended

Monetization

• trial_started
• pricing_viewed
• checkout_started
• purchase_completed (plan, value)
• subscription_cancelled

E-commerce

Browsing

• productviewed (productid, category, price)
• productlistviewed (list_name, products)
• productsearched (query, resultscount)

Cart

• productaddedto_cart
• productremovedfrom_cart
• cart_viewed

Checkout

• checkout_started
• checkoutstepcompleted (step)
• paymentinfoentered
• purchasecompleted (orderid, value, products)

Event Properties (Parameters)

Standard Properties to Consider

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
• timeonpage

Best Practices

• Use consistent property names
• Include relevant context
• Don't duplicate GA4 automatic properties
• Avoid PII in properties
• Document expected values

GA4 Implementation

Configuration

Data Streams

• One stream per platform (web, iOS, Android)
• Enable enhanced measurement

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 Even