What it does. 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," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing. Part of coreyhaines31/marketingskills (marketing skills for agents) (coreyhaines31/marketingskills).

Upstream	coreyhaines31/marketingskills
Skill file	skills/analytics/SKILL.md
License	MIT
Author	Corey Haines
Fetched	2026-09-10

Install

• npx skills add coreyhaines31/marketingskills --skill analytics, or copy the skill folder into ~/.claude/skills/analytics/.
• Raw file: curl -sL https://raw.githubusercontent.com/coreyhaines31/marketingskills/HEAD/skills/analytics/SKILL.md

SKILL.md (verbatim)

name: analytics
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," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.
metadata:
  version: 2.0.1

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

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before implementing tracking, understand:

1. Business Context - What decisions will this data inform? What are key conversions?
2. Current State - What tracking exists? What tools are in use?
3. Technical Context - What's the tech stack? 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 | Category | Properties | Trigger | Notes
---------- | -------- | ---------- | ------- | -----

Event Types

Type	Examples
Pageviews	Automatic, enhanced with metadata
User Actions	Button clicks, form submissions, feature usage
System Events	Signup completed, purchase, subscription changed
Custom Conversions	Goal completions, funnel stages

For comprehensive event lists: See references/event-library.md

---

Event Naming Conventions

Recommended Format: Object-Action

signup_completed
button_clicked
form_submitted
article_read
checkout_payment_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

Marketing Site

Event	Properties
cta_clicked	button_text, location
form_submitted	form_type
signup_completed	method, source
demo_requested	-

Product/App

Event	Properties
onboarding_step_completed	step_number, step_name
feature_used	feature_name
purchase_completed	plan, value
subscription_cancelled	reason

For full event library by business type: See references/event-library.md

---

Event Properties

Standard Properties

Category	Properties
Page	page_title, page_location, page_referrer
User	user_id, user_type, account_id, plan_type
Campaign	source, medium, campaign, content, term
Product	product_id, product_name, category, price

Best Practices

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

---

GA4 Implementation

Quick Setup

1. Create GA4 property and data stream
2. Install gtag.js or GTM
3. Enable enhanced measurement
4. Configure custom events
5. Mark conversions in Admin

Custom Event Example

gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});

For detailed GA4 implementation: See references/ga4-implementation.md

---

Google Tag Manager

Container Structure

Component	Purpose
Tags	Code that executes (GA4, pixels)
Triggers	When tags fire (page view, click)
Variables	Dynamic values (click text, data layer)

Data Layer Pattern

dataLayer.push({
  'event': 'form_submitted',
  'form_name': 'contact',
  'form_location': 'footer'
});

For detailed GTM implementation: See references/gtm-implementation.md

---

UTM Parameter Strategy

Standard Parameters

Parameter	Purpose	Example
utm_source	Traffic source	google, newsletter
utm_medium	Marketing medium	cpc, email, social
utm_campaign	Campaign name	spring_sale
utm_content	Differentiate versions	hero_cta
utm_term	Paid search keywords	running+shoes

Naming Conventions

• Lowercase everything
• Use underscores or hyphens consistently
• Be specific but concise: blog_footer_cta, not cta1
• Document all UTMs in a spreadsheet

---

Debugging and Validation

Testing Tools

Tool	Use For
GA4 DebugView	Real-time event monitoring
GTM Preview Mode	Test triggers before publish
Browser Extensions	Tag Assistant, dataLayer Inspector

Validation Checklist

• Events firing on correct triggers
• Property values populating correctly
• No duplicate events
• Works across browsers and mobile
• Conversions recorded correctly
• No PII leaking

Common Issues

Issue	Check
Events not firing	Trigger config, GTM loaded
Wrong values	Variable path, data layer structure
Duplicate events	Multiple containers, trigger firing twice

---

Privacy and Compliance

Considerations

• Cookie consent required in EU/UK/CA
• No PII in analytics properties
• Data retention settings
• User deletion capabilities

Implementation

• Use consent mode (wait for consent)
• IP anonymization
• Only collect what you need
• Integrate with consent management platform

---

Output Format

Tracking Plan Document

# [Site/Product] Tracking Plan

## Overview
- Tools: GA4, GTM
- Last updated: [Date]

## Events

| Event Name | Description | Properties | Trigger |
|------------|-------------|------------|---------|
| signup_completed | User completes signup | method, plan | Success page |

## Custom Dimensions

| Name | Scope | Parameter |
|------|-------|-----------|
| user_type | User | user_type |

## Conversions

| Conversion | Event | Counting |
|------------|-------|----------|
| Signup | signup_completed | Once per session |

---

Task-Specific Questions

1. What tools are you using (GA4, Mixpanel, etc.)?
2. What key actions do you want to track?
3. What decisions will this data inform?
4. Who implements - dev team or marketing?
5. Are there privacy/consent requirements?
6. What's already tracked?

---

Tool Integrations

For implementation, see the tools registry. Key analytics tools:

Tool	Best For	MCP	Guide
GA4	Web analytics, Google ecosystem	✓	ga4.md
Mixpanel	Product analytics, event tracking	-	mixpanel.md
Amplitude	Product analytics, cohort analysis	-	amplitude.md
PostHog	Open-source analytics, session replay	-	posthog.md
Segment	Customer data platform, routing	-	segment.md

---

Related Skills

• ab-testing: For experiment tracking
• attribution: For attribution models, multi-touch/MMM/incrementality, and reconciling conflicting numbers across tools (once tracking is live)
• seo-audit: For organic traffic analysis
• cro: For conversion optimization (uses this data)
• revops: For pipeline metrics, CRM tracking, and revenue attribution

Other files in this skill

• evals/evals.json
• references/event-library.md
• references/ga4-implementation.md
• references/gtm-implementation.md

references/event-library.md (verbatim)

Event Library Reference

Comprehensive list of events to track by business type and context.

Contents

• Marketing Site Events (navigation & engagement, CTA & form interactions, conversion events)
• Product/App Events (onboarding, core usage, errors & support)
• Monetization Events (pricing & checkout, subscription management)
• E-commerce Events (browsing, cart, checkout, post-purchase)
• B2B / SaaS Specific Events (team & collaboration, integration events, account events)
• Event Properties (Parameters)
• Funnel Event Sequences

Marketing Site Events

Navigation & Engagement

Event Name	Description	Properties
page_view	Page loaded (enhanced)	page_title, page_location, content_group
scroll_depth	User scrolled to threshold	depth (25, 50, 75, 100)
outbound_link_clicked	Click to external site	link_url, link_text
internal_link_clicked	Click within site	link_url, link_text, location
video_played	Video started	video_id, video_title, duration
video_completed	Video finished	video_id, video_title, duration

CTA & Form Interactions

Event Name	Description	Properties
cta_clicked	Call to action clicked	button_text, cta_location, page
form_started	User began form	form_name, form_location
form_field_completed	Field filled	form_name, field_name
form_submitted	Form successfully sent	form_name, form_location
form_error	Form validation failed	form_name, error_type
resource_downloaded	Asset downloaded	resource_name, resource_type

Conversion Events

Event Name	Description	Properties
signup_started	Initiated signup	source, page
signup_completed	Finished signup	method, plan, source
demo_requested	Demo form submitted	company_size, industry
contact_submitted	Contact form sent	inquiry_type
newsletter_subscribed	Email list signup	source, list_name
trial_started	Free trial began	plan, source

---

Product/App Events

Onboarding

Event Name	Description	Properties
signup_completed	Account created	method, referral_source
onboarding_started	Began onboarding	-
onboarding_step_completed	Step finished	step_number, step_name
onboarding_completed	All steps done	steps_completed, time_to_complete
onboarding_skipped	User skipped onboarding	step_skipped_at
first_key_action_completed	Aha moment reached	action_type

Core Usage

Event Name	Description	Properties
session_started	App session began	session_number
feature_used	Feature interaction	feature_name, feature_category
action_completed	Core action done	action_type, count
content_created	User created content	content_type
content_edited	User modified content	content_type
content_deleted	User removed content	content_type
search_performed	In-app search	query, results_count
settings_changed	Settings modified	setting_name, new_value
invite_sent	User invited others	invite_type, count

Errors & Support

Event Name	Description	Properties
error_occurred	Error experienced	error_type, error_message, page
help_opened	Help accessed	help_type, page
support_contacted	Support request made	contact_method, issue_type
feedback_submitted	User feedback given	feedback_type, rating

---

Monetization Events

Pricing & Checkout

Event Name	Description	Properties
pricing_viewed	Pricing page seen	source
plan_selected	Plan chosen	plan_name, billing_cycle
checkout_started	Began checkout	plan, value
payment_info_entered	Payment submitted	payment_method
purchase_completed	Purchase successful	plan, value, currency, transaction_id
purchase_failed	Purchase failed	error_reason, plan

Subscription Management

Event Name	Description	Properties
trial_started	Trial began	plan, trial_length
trial_ended	Trial expired	plan, converted (bool)
subscription_upgraded	Plan upgraded	from_plan, to_plan, value
subscription_downgraded	Plan downgraded	from_plan, to_plan
subscription_cancelled	Cancelled	plan, reason, tenure
subscription_renewed	Renewed	plan, value
billing_updated	Payment method changed	-

---

E-commerce Events

Browsing

Event Name	Description	Properties
product_viewed	Product page viewed	product_id, product_name, category, price
product_list_viewed	Category/list viewed	list_name, products[]
product_searched	Search performed	query, results_count
product_filtered	Filters applied	filter_type, filter_value
product_sorted	Sort applied	sort_by, sort_order

Cart

Event Name	Description	Properties
product_added_to_cart	Item added	product_id, product_name, price, quantity
product_removed_from_cart	Item removed	product_id, product_name, price, quantity
cart_viewed	Cart page viewed	cart_value, items_count

Checkout

Event Name	Description	Properties
checkout_started	Checkout began	cart_value, items_count
checkout_step_completed	Step finished	step_number, step_name
shipping_info_entered	Address entered	shipping_method
payment_info_entered	Payment entered	payment_method
coupon_applied	Coupon used	coupon_code, discount_value
purchase_completed	Order placed	transaction_id, value, currency, items[]

Post-Purchase

Event Name	Description	Properties
order_confirmed	Confirmation viewed	transaction_id
refund_requested	Refund initiated	transaction_id, reason
refund_completed	Refund processed	transaction_id, value
review_submitted	Product reviewed	product_id, rating

---

B2B / SaaS Specific Events

Team & Collaboration

Event Name	Description	Properties
team_created	New team/org made	team_size, plan
team_member_invited	Invite sent	role, invite_method
team_member_joined	Member accepted	role
team_member_removed	Member removed	role
role_changed	Permissions updated	user_id, old_role, new_role

Integration Events

Event Name	Description	Properties
integration_viewed	Integration page seen	integration_name
integration_started	Setup began	integration_name
integration_connected	Successfully connected	integration_name
integration_disconnected	Removed integration	integration_name, reason

Account Events

Event Name	Description	Properties
account_created	New account	source, plan
account_upgraded	Plan upgrade	from_plan, to_plan
account_churned	Account closed	reason, tenure, mrr_lost
account_reactivated	Returned customer	previous_tenure, new_plan

---

Event Properties (Parameters)

Standard Properties to Include

User Context:

user_id: "12345"
user_type: "free" | "trial" | "paid"
account_id: "acct_123"
plan_type: "starter" | "pro" | "enterprise"

Session Context:

session_id: "sess_abc"
session_number: 5
page: "/pricing"
referrer: "https://google.com"

Campaign Context:

source: "google"
medium: "cpc"
campaign: "spring_sale"
content: "hero_cta"

Product Context (E-commerce):

product_id: "SKU123"
product_name: "Product Name"
category: "Category"
price: 99.99
quantity: 1
currency: "USD"

Timing:

timestamp: "2024-01-15T10:30:00Z"
time_on_page: 45
session_duration: 300

---

Funnel Event Sequences

Signup Funnel

1. signup_started
2. signup_step_completed (email)
3. signup_step_completed (password)
4. signup_completed
5. onboarding_started

Purchase Funnel

1. pricing_viewed
2. plan_selected
3. checkout_started
4. payment_info_entered
5. purchase_completed

E-commerce Funnel

1. product_viewed
2. product_added_to_cart
3. cart_viewed
4. checkout_started
5. shipping_info_entered
6. payment_info_entered
7. purchase_completed

references/ga4-implementation.md (verbatim)

GA4 Implementation Reference

Detailed implementation guide for Google Analytics 4.

Contents

• Configuration (data streams, enhanced measurement events, recommended events)
• Custom Events (gtag.js implementation, Google Tag Manager)
• Conversions Setup (creating conversions, conversion values)
• Custom Dimensions and Metrics (when to use, setup steps, examples)
• Audiences (creating audiences, audience examples)
• Debugging (DebugView, real-time reports, common issues)
• Data Quality (filters, cross-domain tracking, session settings)
• Integration with Google Ads (linking, audience export)

Configuration

Data Streams

• One stream per platform (web, iOS, Android)
• Enable enhanced measurement for automatic tracking
• Configure data retention (2 months default, 14 months max)
• Enable Google Signals (for cross-device, if consented)

Enhanced Measurement Events (Automatic)

Event	Description	Configuration
page_view	Page loads	Automatic
scroll	90% scroll depth	Toggle on/off
outbound_click	Click to external domain	Automatic
site_search	Search query used	Configure parameter
video_engagement	YouTube video plays	Toggle on/off
file_download	PDF, docs, etc.	Configurable extensions

Recommended Events

Use Google's predefined events when possible for enhanced reporting:

All properties:

• login, sign_up
• share
• search

E-commerce:

• view_item, view_item_list
• add_to_cart, remove_from_cart
• begin_checkout
• add_payment_info
• purchase, refund

Games:

• level_up, unlock_achievement
• post_score, spend_virtual_currency

Reference: https://support.google.com/analytics/answer/9267735

---

Custom Events

gtag.js Implementation

// Basic event
gtag('event', 'signup_completed', {
  'method': 'email',
  'plan': 'free'
});

// Event with value
gtag('event', 'purchase', {
  'transaction_id': 'T12345',
  'value': 99.99,
  'currency': 'USD',
  'items': [{
    'item_id': 'SKU123',
    'item_name': 'Product Name',
    'price': 99.99
  }]
});

// User properties
gtag('set', 'user_properties', {
  'user_type': 'premium',
  'plan_name': 'pro'
});

// User ID (for logged-in users)
gtag('config', 'GA_MEASUREMENT_ID', {
  'user_id': 'USER_ID'
});

Google Tag Manager (dataLayer)

// Custom event
dataLayer.push({
  'event': 'signup_completed',
  'method': 'email',
  'plan': 'free'
});

// Set user properties
dataLayer.push({
  'user_id': '12345',
  'user_type': 'premium'
});

// E-commerce purchase
dataLayer.push({
  'event': 'purchase',
  'ecommerce': {
    'transaction_id': 'T12345',
    'value': 99.99,
    'currency': 'USD',
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});

// Clear ecommerce before sending (best practice)
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'view_item',
  'ecommerce': {
    // ...
  }
});

---

Conversions Setup

Creating Conversions

1. Collect the event - Ensure event is firing in GA4
2. Mark as conversion - Admin > Events > Mark as conversion
3. Set counting method:
   • Once per session (leads, signups)
   • Every event (purchases)
4. Import to Google Ads - For conversion-optimized bidding

Conversion Values

// Event with conversion value
gtag('event', 'purchase', {
  'value': 99.99,
  'currency': 'USD'
});

Or set default value in GA4 Admin when marking conversion.

---

Custom Dimensions and Metrics

When to Use

Custom dimensions:

• Properties you want to segment/filter by
• User attributes (plan type, industry)
• Content attributes (author, category)

Custom metrics:

• Numeric values to aggregate
• Scores, counts, durations

Setup Steps

1. Admin > Data display > Custom definitions
2. Create dimension or metric
3. Choose scope:
   • Event: Per event (content_type)
   • User: Per user (account_type)
   • Item: Per product (product_category)
4. Enter parameter name (must match event parameter)

Examples

Dimension	Scope	Parameter	Description
User Type	User	user_type	Free, trial, paid
Content Author	Event	author	Blog post author
Product Category	Item	item_category	E-commerce category

---

Audiences

Creating Audiences

Admin > Data display > Audiences

Use cases:

• Remarketing audiences (export to Ads)
• Segment analysis
• Trigger-based events

Audience Examples

High-intent visitors:

• Viewed pricing page
• Did not convert
• In last 7 days

Engaged users:

• 3+ sessions
• Or 5+ minutes total engagement

Purchasers:

• Purchase event
• For exclusion or lookalike

---

Debugging

DebugView

Enable with:

• URL parameter: ?debug_mode=true
• Chrome extension: GA Debugger
• gtag: 'debug_mode': true in config

View at: Reports > Configure > DebugView

Real-Time Reports

Check events within 30 minutes: Reports > Real-time

Common Issues

Events not appearing:

• Check DebugView first
• Verify gtag/GTM firing
• Check filter exclusions

Parameter values missing:

• Custom dimension not created
• Parameter name mismatch
• Data still processing (24-48 hrs)

Conversions not recording:

• Event not marked as conversion
• Event name doesn't match
• Counting method (once vs. every)

---

Data Quality

Filters

Admin > Data streams > [Stream] > Configure tag settings > Define internal traffic

Exclude:

• Internal IP addresses
• Developer traffic
• Testing environments

Cross-Domain Tracking

For multiple domains sharing analytics:

1. Admin > Data streams > [Stream] > Configure tag settings
2. Configure your domains
3. List all domains that should share sessions

Session Settings

Admin > Data streams > [Stream] > Configure tag settings

• Session timeout (default 30 min)
• Engaged session duration (10 sec default)

---

Integration with Google Ads

Linking

1. Admin > Product links > Google Ads links
2. Enable auto-tagging in Google Ads
3. Import conversions in Google Ads

Audience Export

Audiences created in GA4 can be used in Google Ads for:

• Remarketing campaigns
• Customer match
• Similar audiences

references/gtm-implementation.md (verbatim)

Google Tag Manager Implementation Reference

Detailed guide for implementing tracking via Google Tag Manager.

Contents

• Container Structure (tags, triggers, variables)
• Naming Conventions
• Data Layer Patterns
• Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)
• Preview and Debug
• Workspaces and Versioning
• Consent Management
• Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)

Container Structure

Tags

Tags are code snippets that execute when triggered.

Common tag types:

• GA4 Configuration (base setup)
• GA4 Event (custom events)
• Google Ads Conversion
• Facebook Pixel
• LinkedIn Insight Tag
• Custom HTML (for other pixels)

Triggers

Triggers define when tags fire.

Built-in triggers:

• Page View: All Pages, DOM Ready, Window Loaded
• Click: All Elements, Just Links
• Form Submission
• Scroll Depth
• Timer
• Element Visibility

Custom triggers:

• Custom Event (from dataLayer)
• Trigger Groups (multiple conditions)

Variables

Variables capture dynamic values.

Built-in (enable as needed):

• Click Text, Click URL, Click ID, Click Classes
• Page Path, Page URL, Page Hostname
• Referrer
• Form Element, Form ID

User-defined:

• Data Layer variables
• JavaScript variables
• Lookup tables
• RegEx tables
• Constants

---

Naming Conventions

Recommended Format

[Type] - [Description] - [Detail]

Tags:
GA4 - Event - Signup Completed
GA4 - Config - Base Configuration
FB - Pixel - Page View
HTML - LiveChat Widget

Triggers:
Click - CTA Button
Submit - Contact Form
View - Pricing Page
Custom - signup_completed

Variables:
DL - user_id
JS - Current Timestamp
LT - Campaign Source Map

---

Data Layer Patterns

Basic Structure

// Initialize (in <head> before GTM)
window.dataLayer = window.dataLayer || [];

// Push event
dataLayer.push({
  'event': 'event_name',
  'property1': 'value1',
  'property2': 'value2'
});

Page Load Data

// Set on page load (before GTM container)
window.dataLayer = window.dataLayer || [];
dataLayer.push({
  'pageType': 'product',
  'contentGroup': 'products',
  'user': {
    'loggedIn': true,
    'userId': '12345',
    'userType': 'premium'
  }
});

Form Submission

document.querySelector('#contact-form').addEventListener('submit', function() {
  dataLayer.push({
    'event': 'form_submitted',
    'formName': 'contact',
    'formLocation': 'footer'
  });
});

Button Click

document.querySelector('.cta-button').addEventListener('click', function() {
  dataLayer.push({
    'event': 'cta_clicked',
    'ctaText': this.innerText,
    'ctaLocation': 'hero'
  });
});

E-commerce Events

// Product view
dataLayer.push({ ecommerce: null }); // Clear previous
dataLayer.push({
  'event': 'view_item',
  'ecommerce': {
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'item_category': 'Category',
      'quantity': 1
    }]
  }
});

// Add to cart
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'add_to_cart',
  'ecommerce': {
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});

// Purchase
dataLayer.push({ ecommerce: null });
dataLayer.push({
  'event': 'purchase',
  'ecommerce': {
    'transaction_id': 'T12345',
    'value': 99.99,
    'currency': 'USD',
    'tax': 5.00,
    'shipping': 10.00,
    'items': [{
      'item_id': 'SKU123',
      'item_name': 'Product Name',
      'price': 99.99,
      'quantity': 1
    }]
  }
});

---

Common Tag Configurations

GA4 Configuration Tag

Tag Type: Google Analytics: GA4 Configuration

Settings:

• Measurement ID: G-XXXXXXXX
• Send page view: Checked (for pageviews)
• User Properties: Add any user-level dimensions

Trigger: All Pages

GA4 Event Tag

Tag Type: Google Analytics: GA4 Event

Settings:

• Configuration Tag: Select your config tag
• Event Name: {{DL - event_name}} or hardcode
• Event Parameters: Add parameters from dataLayer

Trigger: Custom Event with event name match

Facebook Pixel - Base

Tag Type: Custom HTML

<script>
  !function(f,b,e,v,n,t,s)
  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
  n.queue=[];t=b.createElement(e);t.async=!0;
  t.src=v;s=b.getElementsByTagName(e)[0];
  s.parentNode.insertBefore(t,s)}(window, document,'script',
  'https://connect.facebook.net/en_US/fbevents.js');
  fbq('init', 'YOUR_PIXEL_ID');
  fbq('track', 'PageView');
</script>

Trigger: All Pages

Facebook Pixel - Event

Tag Type: Custom HTML

<script>
  fbq('track', 'Lead', {
    content_name: '{{DL - form_name}}'
  });
</script>

Trigger: Custom Event - form_submitted

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Preview and Debug

Preview Mode

1. Click "Preview" in GTM
2. Enter site URL
3. GTM debug panel opens at bottom

What to check:

• Tags fired on this event
• Tags not fired (and why)
• Variables and their values
• Data layer contents

Debug Tips

Tag not firing:

• Check trigger conditions
• Verify data layer push
• Check tag sequencing

Wrong variable value:

• Check data layer structure
• Verify variable path (nested objects)
• Check timing (data may not exist yet)

Multiple firings:

• Check trigger uniqueness
• Look for duplicate tags
• Check tag firing options

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Workspaces and Versioning

Workspaces

Use workspaces for team collaboration:

• Default workspace for production
• Separate workspaces for large changes
• Merge when ready

Version Management

Best practices:

• Name every version descriptively
• Add notes explaining changes
• Review changes before publish
• Keep production version noted

Version notes example:

v15: Added purchase conversion tracking
- New tag: GA4 - Event - Purchase
- New trigger: Custom Event - purchase
- New variables: DL - transaction_id, DL - value
- Tested: Chrome, Safari, Mobile

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Consent Management

Consent Mode Integration

// Default state (before consent)
gtag('consent', 'default', {
  'analytics_storage': 'denied',
  'ad_storage': 'denied'
});

// Update on consent
function grantConsent() {
  gtag('consent', 'update', {
    'analytics_storage': 'granted',
    'ad_storage': 'granted'
  });
}

GTM Consent Overview

1. Enable Consent Overview in Admin
2. Configure consent for each tag
3. Tags respect consent state automatically

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Advanced Patterns

Tag Sequencing

Setup tags to fire in order: Tag Configuration > Advanced Settings > Tag Sequencing

Use cases:

• Config tag before event tags
• Pixel initialization before tracking
• Cleanup after conversion

Exception Handling

Trigger exceptions - Prevent tag from firing:

• Exclude certain pages
• Exclude internal traffic
• Exclude during testing

Custom JavaScript Variables

// Get URL parameter
function() {
  var params = new URLSearchParams(window.location.search);
  return params.get('campaign') || '(not set)';
}

// Get cookie value
function() {
  var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
  return match ? match[2] : null;
}

// Get data from page
function() {
  var el = document.querySelector('.product-price');
  return el ? parseFloat(el.textContent.replace('$', '')) : 0;
}

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