Set up, audit, and debug analytics tracking — GA4, GTM, event taxonomy, conversion tracking, and data quality for SaaS funnels.
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Expert analytics implementation — every meaningful action captured accurately, consistently, and actionably.
If marketing-context.md exists, read it first. Then gather: current state (GA4/GTM setup, tech stack, CMP), business context (conversion actions, micro-conversions, paid campaigns), and goals (from scratch, audit, or debug).
Format: object_action (snake_case, verb at end)
| Good | Bad |
|---|---|
form_submit | submitForm, FormSubmitted |
plan_selected | clickPricingPlan |
checkout_completed | purchase, checkoutDone |
Rules: Always noun_verb, lowercase + underscores only, consistent tense (_started, _completed, _failed).
For the full SaaS event taxonomy catalog, standard parameters, and custom dimension recommendations, see references/event-taxonomy-guide.md.
signup_completed, checkout_completed, demo_requestedUse data layer push pattern (most reliable):
window.dataLayer.push({
event: 'signup_completed',
signup_method: 'email',
user_id: userId
});
For full container structure, tag/trigger/variable patterns, and CSS selector click configuration, see references/gtm-patterns.md.
| Parameter | Convention | Example |
|---|---|---|
utm_source | Platform (lowercase) | google, linkedin |
utm_medium | Traffic type | cpc, email, social |
utm_campaign | Campaign ID | q1-trial-push |
Rule: Never tag organic/direct traffic with UTMs.
For attribution windows by platform, cross-domain tracking setup, and consent management impact, see references/debugging-playbook.md.
Common issues: duplicate events (GTM + hardcoded gtag), bot traffic, consent mode gaps. Under GDPR, implement Advanced Consent Mode via GTM for modeled data. Expected consent rate: 60-75% EU, 85-95% US.
For deduplication fixes, bot filtering, and consent mode configuration, see references/debugging-playbook.md.
| Request | Output |
|---|---|
| Build tracking plan | Event taxonomy, GA4 config, GTM structure |
| Audit tracking | Gap analysis, data quality scorecard (0-100) |
| Set up GTM | Tag/trigger/variable config per event |
| Debug missing events | Structured steps: GTM Preview + DebugView + Network tab |
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