aitytech/agentkits-marketing/analytics-attribution

Claude Code and agent skill by aitytech/agentkits-marketing

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Performance measurement, attribution modeling, and marketing ROI analysis. Use when setting up tracking, analyzing campaign performance, building attribution models, or creating marketing reports.

Install

npx vskill@latest install aitytech/agentkits-marketing/analytics-attribution

SKILL.md

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
ReportQuestions AnsweredFrequency
AcquisitionWhere do visitors come from?Weekly
BehaviorWhat do they do on site?Weekly
ConversionDo they complete goals?Daily
AttributionWhat drove the conversion?Monthly
FunnelWhere do they drop off?Weekly
CohortHow do segments perform over time?Monthly
Attribution Models
ModelCredit DistributionBest For
Last Click100% to final touchpointShort cycles, direct response
First Click100% to first touchpointBrand awareness, TOFU
LinearEqual across allUnderstanding full journey
Time DecayMore to recent touchesLong sales cycles
Position-Based40/20/40 first-mid-lastBalanced view
Data-DrivenML-based distributionHigh 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
  1. UTM Discipline: Consistent naming convention across all campaigns
  2. Goal Hierarchy: Primary conversions > secondary > micro-conversions
  3. Cross-Domain Tracking: Proper setup for checkout/payment flows
  4. Event Taxonomy: Clear naming for custom events
Reporting Excellence
  1. Context Always: Never report numbers without comparison (vs target, vs previous)
  2. Action-Oriented: Every insight should suggest an action
  3. Visualization: Use appropriate chart types (trends=line, comparison=bar)
  4. Segmentation: Break down by meaningful dimensions
Attribution Excellence
  1. Window Matching: Attribution window matches sales cycle
  2. Model Selection: Choose model based on marketing maturity
  3. Multi-Touch Visibility: Track full journey, not just last touch
  4. Offline Integration: Include phone, events, direct sales

Agent Integration

AgentHow They Use This Skill
researcherCompiling performance data, competitive benchmarks
lead-qualifierFunnel conversion analysis, lead source quality
plannerBudget allocation based on channel ROI
project-managerCampaign performance tracking

Anti-Patterns to Avoid

Anti-PatternWhy It's WrongDo This Instead
Vanity metrics onlyImpressions ≠ impactFocus on conversion metrics
Last-click biasIgnores awareness touchpointsUse multi-touch attribution
No control groupsCan't prove causationA/B test when possible
Siloed dataMissing full pictureIntegrate CRM + analytics
Report without actionWastes time and attentionInclude recommendations

Workflow Integration

  • crm-workflow.md - Lead stage definitions, scoring thresholds
  • sales-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 usage
  • references/search-console.md - SEO performance tracking
  • references/attribution-models.md - Attribution deep dive
  • references/dashboards.md - Reporting best practices
  • references/reporting-templates.md - Client-ready report templates

Security

  • Security scanPassed, 100 of 100Pattern checks on the skill's files.
  • Model reviewPassed

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Quality evaluation

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Source

Popularity

Repository stars
401
Repository forks
49
Repository npm downloads, 7 days
53
7-day trend score
41

Stars and forks are for the whole GitHub repository, not this skill alone. Downloads are for the repository's npm package. Refreshed 19 Mar 2026, 7 months ago.

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