Analytics & Reporting

Use this skill when measuring campaign performance, analyzing sales data, identifying trends, or building marketing reports.

WP-CLI Commands

Key mcp-ai WP-CLI commands for reporting. Run via terminal:

Command	Use for
wp mcp-ai log	View execution logs for report data extraction
wp mcp-ai health	System health check before generating reports
wp mcp-ai ezuite low-stock-report	ERP low stock report for e-commerce analytics
wp mcp-ai shopify-sync cost-report	Shopify API cost analysis

When to use this skill

Trigger when ANY of the following is true:

• The task asks for "campaign performance", "analytics report", or "ROI analysis".
• Tracking social media engagement, reach, or follower growth.
• Analyzing WooCommerce sales data — top sellers, slow movers, revenue trends.
• Identifying overused or underperforming SKUs for campaign rotation.
• Building a monthly or quarterly marketing performance report.
• Comparing campaign results against targets or benchmarks.
• The task mentions "metrics", "KPIs", "conversion rate", or "performance data".
• Feeding analytics insights back into the monthly campaign planning cycle.

Data Sources & Available Tools

Data Source	Tool / Method	What You Get
WooCommerce orders	remote_wp_connection → get_wc_orders	Revenue, products sold, order count
WooCommerce products	remote_wp_connection → get_wc_products	Stock levels, prices, product status
Product catalog	Products_Export_Converted.json	Full product list with historical stock
Social media	Platform native analytics (Instagram, Facebook, etc.)	Reach, engagement, follower data
Web traffic	Google Analytics / Search Console	Page views, traffic sources, keywords
Industry benchmarks	web_search_validated	Social media engagement averages, conversion benchmarks
Report storage (on request)	paper_store_write / paper_store_read	Persist reports for historical comparison
Media report generation	generate_media_report	Generate structured reports on media library composition and usage
Pro toolkit CPTs	toolkit_cpt → mcp_ai_project, mcp_ai_task, mcp_ai_event	Campaign projects, tasks, and event data for cross-reference

Core Metrics Framework

Social Media Metrics

Metric	Formula	What It Tells You
Engagement Rate	(Likes + Comments + Saves + Shares) ÷ Reach × 100	Content quality and resonance
Reach	Unique accounts that saw the post	Audience size and distribution
Impressions	Total times post was displayed	Visibility (includes repeat views)
Follower Growth	New followers − Unfollows (per period)	Brand momentum
Click-Through Rate	Link clicks ÷ Impressions × 100	CTA effectiveness
Save Rate	Saves ÷ Reach × 100	Value — "want to come back to this"
Share Rate	Shares ÷ Reach × 100	Virality — "want others to see this"
Video Retention	% watched to end (for reels/videos)	Content holding power

E-Commerce Metrics

Metric	Formula	What It Tells You
Revenue	Sum of completed order totals	Top-line performance
Average Order Value	Total Revenue ÷ Number of Orders	Basket size
Conversion Rate	Orders ÷ Site Visits × 100	Site effectiveness
Units Sold	Total quantity sold (per period)	Product velocity
Sell-Through Rate	Units Sold ÷ (Starting Stock + Units Sold) × 100	Inventory efficiency
Revenue per Product	Product Revenue ÷ Quantity Sold	Product-level contribution
Refund Rate	Refunded Orders ÷ Total Orders × 100	Customer satisfaction

Campaign Performance Metrics

Metric	Formula	What It Tells You
Campaign ROAS	Campaign Revenue ÷ Campaign Ad Spend	Return on ad investment
Cost per Engagement	Ad Spend ÷ Total Engagements	Content cost efficiency
Attributed Sales	Sales directly linked to campaign period	Campaign impact
Email Open Rate	Unique Opens ÷ Emails Delivered × 100	Subject line + list health
Email Click Rate	Unique Clicks ÷ Emails Delivered × 100	Content relevance
Email Conversion	Purchases ÷ Emails Delivered × 100	Revenue per email sent

Product Velocity Analysis

Identify what's selling and what's sitting:

Velocity Score (Weekly)

Velocity Score = Units Sold per Week ÷ Average Stock Level

Fast Mover:    ≥ 1.0  (selling faster than restocking)
Healthy:       0.5–1.0  (steady, predictable)
Slow:          0.1–0.5  (moving, but slowly)
Dead:          < 0.1  (barely or not moving)

Slow Mover Identification

Use remote_wp_connection to pull product data, then flag:

Slow Mover Criteria (any 2 of 3):
  1. Stock > 3 AND no sales in last 30 days
  2. Price above category average AND < 1 unit sold/month
  3. Listed > 60 days AND total sales < 2 units

Overused SKU Detection

Overused SKU Warning Signs:
  ● Featured in 3+ campaigns in last 6 months
  ● Appears in > 50% of monthly content calendars
  ● Engagement rate declining over time (audience fatigue)
  ● Stock depleting faster than restock cycle

Action: Rotate out for 2 months minimum.

Reporting Templates

Monthly Marketing Report

═══════════════════════════════════════════════════
           MONTHLY MARKETING REPORT
           [Month Year] — The Parfumerie
═══════════════════════════════════════════════════

1. EXECUTIVE SUMMARY
   Campaign theme: [Theme]
   Total revenue: Rs. XX,XXX (vs target: Rs. XX,XXX)
   Highlights: [2–3 key wins]
   Lowlights: [1–2 areas to improve]

2. SOCIAL MEDIA PERFORMANCE
   ┌──────────┬────────┬──────────┬──────────┬────────┐
   │ Platform │ Posts  │ Reach    │ Engage % │ Growth │
   ├──────────┼────────┼──────────┼──────────┼────────┤
   │ Instagram│ X      │ XX,XXX   │ X.X%     │ +XXX   │
   │ Facebook │ X      │ XX,XXX   │ X.X%     │ +XX    │
   │ TikTok   │ X      │ XX,XXX   │ X.X%     │ +XX    │
   └──────────┴────────┴──────────┴──────────┴────────┘

   Top 3 Posts:
   1. [Post type + topic] — XX,XXX reach, X.X% engagement
   2. [Post type + topic] — XX,XXX reach, X.X% engagement
   3. [Post type + topic] — XX,XXX reach, X.X% engagement

   Bottom 3 Posts (what didn't work):
   1. [Post] — [likely reason]
   2. [Post] — [likely reason]
   3. [Post] — [likely reason]

3. E-COMMERCE PERFORMANCE
   Total orders: XX
   Total revenue: Rs. XX,XXX
   Average order value: Rs. X,XXX
   Top-selling product: [SKU + Name] — X units (Rs. XX,XXX)
   Slowest product: [SKU + Name] — X units (Rs. XX,XXX)

   Sales by category:
   ● Fragrance: Rs. XX,XXX (XX%)
   ● Jewelry:   Rs. XX,XXX (XX%)
   ● Skincare:  Rs. XX,XXX (XX%)

4. CAMPAIGN PERFORMANCE
   Campaign: [Name]
   Products featured: X
   Products sold during campaign: X units
   Revenue attributed: Rs. XX,XXX
   Social engagement during campaign: X.X% (vs monthly avg: X.X%)
   ROI: [Revenue ÷ Cost]

5. PRODUCT VELOCITY SNAPSHOT
   Fast movers (promote more):
   ● [Product] — X units/week (velocity: X.X)

   Slow movers (needs push):
   ● [Product] — X units/month (velocity: X.X)
     Suggested action: [Bundle, discount, feature in campaign]

   Overused (rotate out):
   ● [Product] — Appeared X times in X months. Rest until [Month].

6. AUDIENCE INSIGHTS
   Follower demographics (if available):
   ● Age, gender, location, active hours

   Content preferences:
   ● Best format: [Reel / Static / Story]
   ● Best topic: [Product spotlight / Education / Lifestyle]
   ● Best day/time: [Day + Time with highest engagement]

7. LEARNINGS & NEXT MONTH
   What to keep doing:
   1. [Winning tactic]
   2. [Winning format]

   What to stop doing:
   1. [Failing tactic]
   2. [Underperforming format]

   What to try:
   1. [New experiment]
   2. [New platform or format]

   Next month's theme: [Proposed theme based on data]
   Products to feature: [Based on velocity + rotation rules]
═══════════════════════════════════════════════════

Campaign Post-Mortem (One-Pager)

CAMPAIGN: [Name]
Period: [Start Date] – [End Date]

OBJECTIVE:  [What we wanted to achieve]
RESULT:     [What actually happened]

PRODUCTS FEATURED:
  ● [Product 1]: X units sold (before: X/week, during: X/week)
  ● [Product 2]: X units sold (before: X/week, during: X/week)

CONTENT PERFORMANCE:
  ● Reels: X total, avg reach XX,XXX, avg engagement X.X%
  ● Static: X total, avg reach XX,XXX, avg engagement X.X%
  ● Stories: X total, avg reach X,XXX

BUDGET:
  ● Ad spend: Rs. XX,XXX
  ● Revenue attributed: Rs. XX,XXX
  ● ROAS: X.X

WHAT WORKED: [3 bullet points]
WHAT DIDN'T: [2 bullet points]
CHANGES FOR NEXT TIME: [3 bullet points]

Data Collection Workflow

WEEKLY (Quick pulse check):
  1. Check top 3 posts by engagement (platform analytics)
  2. Check WooCommerce orders for the week (remote_wp_connection)
  3. Note any anomalies (spike or drop)

MONTHLY (Full report):
  1. Pull all social metrics for the month
  2. Pull WooCommerce orders + product data
  3. Calculate velocity scores for all products
  4. Identify slow movers + overused SKUs
  5. Compare against previous month
  6. Write report (use template above)
  7. Feed insights into next month's campaign plan

QUARTERLY (Strategic review):
  1. Aggregate 3 monthly reports
  2. Trend analysis (is engagement rising or falling?)
  3. Category performance comparison
  4. Audience growth trajectory
  5. Budget efficiency review (ROAS trend)

Using Available Tools for Analytics

Pulling Sales Data

remote_wp_connection {
  connection_id: "conn_8srcad8zylhe"
  action: "get_wc_orders"
  status: "completed"
  per_page: 50
}
→ Returns recent orders with totals, products, dates

remote_wp_connection {
  connection_id: "conn_8srcad8zylhe"
  action: "get_wc_products"
  per_page: 100
}
→ Returns all products with stock levels, prices, status

Researching Benchmarks

web_search_validated {
  query: "Instagram engagement rate benchmark Sri Lanka retail 2026"
  max_results: 5
}
→ Compare your rates against industry standards

Setting Targets

Benchmark Ranges (E-Commerce)

Metric	Below Average	Average	Good	Excellent
Instagram Engagement	< 1%	1–3%	3–6%	> 6%
Email Open Rate	< 15%	15–25%	25–35%	> 35%
Email Click Rate	< 1%	1–3%	3–5%	> 5%
E-com Conversion Rate	< 1%	1–2%	2–4%	> 4%
Cart Abandonment	> 80%	70–80%	60–70%	< 60%
AOV Growth (MoM)	Negative	0–5%	5–15%	> 15%

Set realistic targets based on your current baseline, not industry averages alone. An account with 500 followers shouldn't target 3% engagement — aim for steady improvement month over month.

Insight-to-Action Framework

Analytics are useless without action. Every report should answer: "So what do we do differently?"

DATA → INSIGHT → ACTION

"Reels average 3.2% engagement, static posts 1.1%"
  → Reels outperform static by 3×
    → Shift to 2 reels/week, reduce static to 1–2/week

"Slow mover CN29 has 4 units, 0 sales in 60 days"
  → Product isn't moving at current price/positioning
    → Feature in next campaign OR bundle with bestseller OR discount

"Email open rate dropped from 28% to 18% over 3 months"
  → List fatigue or subject lines aren't working
    → Segment dormant subscribers. A/B test new subject line styles.
      Clean list (remove unengaged after 90 days).

"Peak engagement: Friday 6–8 PM, Sunday 10 AM–12 PM"
  → Audience is most active weekend evenings/mornings
    → Schedule reels Friday 6 PM. Post static Sunday 10 AM.

Common Mistakes

WRONG:
  ● Reporting vanity metrics with no action ("We got 10K impressions!")
  ● Comparing raw numbers month-to-month without context
    (Jan had a festival sale, Feb didn't — of course Jan was higher)
  ● Tracking everything, understanding nothing (metric overload)
  ● Burying the insight in numbers — "So what should we change?"
  ● Using industry benchmarks as targets instead of your own baseline
  ● Ignoring audience feedback signals (saves, shares, DMs)
  ● Not tracking product-level velocity (miss slow movers until dead stock)

RIGHT:
  ✅ Every metric has a decision attached ("If X < Y, then do Z")
  ✅ Compare like-for-like periods or use per-post averages
  ✅ Track 5–7 core metrics deeply, not 30 metrics shallowly
  ✅ Report ends with 3 clear actions for next month
  ✅ Set targets based on your own trend (+10% MoM), not averages
  ✅ Saves + shares = content value > likes alone
  ✅ Weekly velocity check catches slow movers before they become dead stock

Critical Rules

• Every metric answers a decision — don't track anything you won't act on.
• Compare trends, not snapshots — one month tells you little. Three months tells a story.
• Segment by platform and format — reel performance ≠ static post performance ≠ story performance.
• Track product velocity weekly — stock that sits for 60+ days is a problem. Flag it early.
• Report ends with actions — every monthly report should produce 3 concrete changes for next month.
• Use your own baseline — benchmark against your own historical data first, industry averages second.
• Clean your data — exclude outliers (viral post that skews monthly average), note anomalies.
• Feed insights back into planning — analytics reports are the input for campaign orchestration and product selection.

What This Skill Does NOT Cover

• Creating or scheduling social media posts — use schedule_social_post via design-social-publishing.
• Writing social media captions or content — use design-social-content.
• Building campaign plans from analytics insights — use design-campaign-orchestration.
• Generating charts and visual reports — use the create_chart_validated tool directly.
• Running deep research on market trends — use deep_research via design-deep-research.
• Managing CRM data (leads, deals, customers) — use design-crm.
• Direct WooCommerce product management — use woo_products or remote_wp_connection tools directly.

Cross-references

• Run design-campaign-orchestration to apply analytics insights to next month's campaign plan.
• Run design-product-research to research underperforming products for better positioning.
• Run design-social-content to apply format-performance insights to content strategy.
• Run design-email-marketing to optimize email campaigns based on open/click data.
• Run design-seo-content to optimize pages based on search performance data.
• Use remote_wp_connection to pull WooCommerce order and product data.
• Use web_search_validated to research industry benchmarks and trend data.
• Use generate_media_report to generate automated reports on media library composition, format distribution, and storage usage.