aitytech/analytics-attribution
skills/analytics-attribution/SKILL.md
Performance measurement, attribution modeling, and marketing ROI analysis. Use when setting up tracking, analyzing campaign performance, building attribution models, or creating marketing reports.
$ install --global
skillsauthnpx skillsauth add aitytech/agentkits-marketing analytics-attributionInstall this skill globally with one command. Works with Claude Code, Cursor, and Windsurf.
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SKILL.md
- 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.
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- Lead stage definitions, scoring thresholdssales-workflow.md- SQL criteria, deal velocity metrics
Related Commands
/report/weekly- Weekly performance report/report/monthly- Monthly strategic report/checklist/analytics-monthly- Monthly analytics review/analytics/roi- Campaign ROI calculation/analytics/funnel- Funnel performance analysis
References
references/google-analytics.md- GA4 setup and usagereferences/search-console.md- SEO performance trackingreferences/attribution-models.md- Attribution deep divereferences/dashboards.md- Reporting best practicesreferences/reporting-templates.md- Client-ready report templates
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