Performance measurement, attribution modeling, and marketing ROI analysis. Use when setting up tracking, analyzing campaign performance, building attribution models, or creating marketing reports.
name analytics-attribution version 1.0.0 brand AgentKits Marketing by AityTech category core difficulty advanced description Performance measurement, attribution modeling, and marketing ROI analysis. Use when setting up tracking, analyzing campaign performance, building attribution models, or creating marketing reports. triggers ["analytics","attribution","tracking","ROI","CAC","LTV","dashboard","reporting","conversion tracking","marketing metrics"] prerequisites ["marketing-fundamentals"] related_skills ["ab-test-setup","paid-advertising"] agents ["project-manager","researcher"] mcp_integrations {"optional":["google-analytics","google-search-console"]} success_metrics ["tracking_accuracy","attribution_confidence"] Analytics & Attribution Performance measurement and attribution modeling for data-driven marketing decisions. Language & Quality Standards CRITICAL : Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish. Standards : Token efficiency, sacrifice grammar for concision, list unresolved questions at end. When to Use This Skill Apply analytics expertise when: Setting up marketing tracking and measurement Analyzing campaign or channel performance Building attribution models Creating dashboards and reports Calculating marketing ROI and CAC/LTV Troubleshooting data discrepancies Core Concepts Analytics Framework Dimensions (What you're measuring by): Channel, campaign, source/medium Device, geography, time period Audience segment, persona Content type, landing page Metrics (What you're measuring): Traffic: Sessions, users, pageviews Engagement: Time on site, bounce rate, pages/session Conversion: Goal completions, conversion rate Revenue: Transaction value, ROAS, ROI Cost: CPC, CPL, CAC Key Marketing Reports Report Questions Answered Frequency Acquisition Where do visitors come from? Weekly Behavior What do they do on site? Weekly Conversion Do they complete goals? Daily Attribution What drove the conversion? Monthly Funnel Where do they drop off? Weekly Cohort How do segments perform over time? Monthly Attribution Models Model Credit Distribution Best For Last Click 100% to final touchpoint Short cycles, direct response First Click 100% to first touchpoint Brand awareness, TOFU Linear Equal across all Understanding full journey Time Decay More to recent touches Long sales cycles Position-Based 40/20/40 first-mid-last Balanced view Data-Driven ML-based distribution High volume, mature programs Marketing KPIs by Funnel Stage TOFU (Awareness) Impressions, reach, traffic CPM, cost per visitor Brand search volume MOFU (Consideration) Leads, MQLs, engagement CPL, cost per MQL Content downloads, webinar registrations BOFU (Decision) SQLs, opportunities, customers CAC, cost per opportunity Demo requests, trial signups Retention NPS, retention rate, churn LTV, expansion revenue Referrals, advocacy Best Practices Setup Excellence UTM Discipline : Consistent naming convention across all campaigns Goal Hierarchy : Primary conversions > secondary > micro-conversions Cross-Domain Tracking : Proper setup for checkout/payment flows Event Taxonomy : Clear naming for custom events Reporting Excellence Context Always : Never report numbers without comparison (vs target, vs previous) Action-Oriented : Every insight should suggest an action Visualization : Use appropriate chart types (trends=line, comparison=bar) Segmentation : Break down by meaningful dimensions Attribution Excellence Window Matching : Attribution window matches sales cycle Model Selection : Choose model based on marketing maturity Multi-Touch Visibility : Track full journey, not just last touch Offline Integration : Include phone, events, direct sales Agent Integration Agent How They Use This Skill researcher Compiling performance data, competitive benchmarks lead-qualifier Funnel conversion analysis, lead source quality planner Budget allocation based on channel ROI project-manager Campaign performance tracking Anti-Patterns to Avoid Anti-Pattern Why It's Wrong Do This Instead Vanity metrics only Impressions ≠ impact Focus on conversion metrics Last-click bias Ignores awareness touchpoints Use multi-touch attribution No control groups Can't prove causation A/B test when possible Siloed data Missing full picture Integrate CRM + analytics Report without action Wastes time and attention Include recommendations Workflow Integration crm-workflow.md