marketing-product-analytics

仓库: vasilyu1983/ai-agents-public
安装量: 66
排名: #11462

安装

npx skills add https://github.com/vasilyu1983/ai-agents-public --skill marketing-product-analytics

Product Analytics - Instrumentation & Measurement OS

Modern Best Practices (January 2026): PostHog-first, session context registration, strict event naming, North Star activation events, privacy-first attribution.

Primary sources live in data/sources.json. If web search is available, refresh time-sensitive details against official docs before giving definitive advice.

No fluff. Only executable steps, templates, and checklists.

When to Use This Skill Event taxonomy design: Naming conventions, event hierarchy, property structure Tracking plan creation: What to track, where, and why Marketing attribution: UTM capture, campaign tracking, source attribution Activation metrics: Defining and measuring user activation Retention analysis: Cohort analysis, churn prediction, engagement scoring Platform setup: PostHog, Pendo, Amplitude, Mixpanel, Heap configuration Data quality: Event validation, debugging, governance Default Workflow (Use Unless User Overrides) Clarify goals and constraints: business questions, lifecycle stages, identity model, privacy/consent requirements, platforms (web/mobile/backend). Define the North Star value event: one canonical event that represents value received (plus the smallest set of supporting events). Write the tracking plan: use assets/tracking-plan-saas.md as the starting template; define required properties and ownership. Implement instrumentation: pick the platform guide in Quick Reference (PostHog/Pendo/Amplitude/Mixpanel/Heap; server-side if needed). QA and harden: use assets/analytics-qa-checklist.md + references/event-quality-rules.md + references/production-hardening.md. Core Principles 1. North Star Value Event (VITAL)

Every product must have ONE canonical activation event - the single event that means "user received real value."

Product Type North Star Event When It Fires Content/Media content_consumed Content fully loaded and visible SaaS Tool workflow_completed User completes core workflow E-commerce purchase_completed Transaction successful Developer Tool integration_working First successful API call

Rule: Every feature event should collapse into ONE activation event with properties:

// PASS CORRECT: One event, differentiated by property posthog.capture('value_delivered', { value_type: 'report', value_id: 'rpt_123' }); posthog.capture('value_delivered', { value_type: 'integration', value_id: 'int_456' });

// FAIL WRONG: Fragmented "value" events (harder to unify in retention/funnels) posthog.capture('report_generated'); posthog.capture('integration_working');

  1. Minimum Viable Analytics (MVA)

Start with 5-15 events, not 200. You can always add more.

Layer Required Events Optional Acquisition page_viewed, signup_completed campaign_landed Activation Your activation event (1-2 max) onboarding_step_completed Engagement Your engagement signal (1-2 max) feature_used Conversion purchase_completed checkout_started 3. Session Context Registration

Register standard context once per session using posthog.register():

posthog.register({ app_env: 'prod', platform: 'web', landing_path: window.location.pathname, traffic_source: deriveTrafficSource(), utm_source, utm_medium, utm_campaign });

  1. Event Naming Convention Rule Correct Incorrect Lowercase only user_signed_up User_Signed_Up Snake_case button_clicked buttonClicked Object_action format project_created createProject Quick Reference Task Reference PostHog setup references/posthog-implementation.md Pendo setup references/pendo-implementation.md Amplitude setup references/amplitude-implementation.md Mixpanel setup references/mixpanel-implementation.md Heap setup references/heap-implementation.md Server-side tracking references/server-side-tracking.md Privacy compliance references/privacy-compliance.md Event quality rules references/event-quality-rules.md Production patterns references/production-hardening.md Tracking plan template assets/tracking-plan-saas.md UTM standards assets/utm-naming-standards.md Implementation Checklist

Event Correctness

  • [ ] Activation event fires only when value is visible (not on mount)
  • [ ] Event includes required properties defined in the tracking plan (e.g., object_type, object_id, surface, flow)
  • [ ] Dedupe guard used where re-renders can double-fire (see references/production-hardening.md)
  • [ ] Event fires in exactly one place per feature

Session Context

  • [ ] registerSessionContext() called on app init
  • [ ] Includes: app_env, platform, landing_path, traffic_source, UTMs

Type Safety

  • [ ] TrafficSource uses TypeScript enum, not free string
  • [ ] All properties use snake_case

Privacy

  • [ ] Person properties contain no PII by default
  • [ ] Email only stored with explicit consent

Decision Tree

Not seeing expected events?

├─ PostHog default events visible? ($pageview, autocapture) │ ├─ Yes -> Custom event bug -> Check component, guards, dedupe │ └─ No -> SDK issue -> Check env vars, consent, ad blockers ├─ Check DevTools Network -> verify /e/ calls └─ Check PostHog Live Events (not Activity)

Can't answer business questions?

├─ Missing events -> Add custom events for key moments ├─ Missing properties -> Enrich with context ├─ No user ID -> Implement identify() calls └─ Attribution gaps -> Capture UTMs, persist through signup

Anti-Patterns Summary Anti-Pattern Instead No North Star event Define ONE canonical activation event Excessive _viewed events Collapse into one event with properties PII in identify() State-based identification only Event spam from re-renders Use isPostHogReady() guard + dedupe Free text source Use TypeScript enum for TrafficSource Non-unique IDs Use stable domain IDs (_id) or an action_instance_id Tracking everything Focus on 5-15 key events (MVA) Inconsistent naming Enforce lowercase snake_case strictly

See references/event-quality-rules.md for detailed examples.

Metrics and Benchmarks

Default to internal baselines and trendlines; use external benchmarks only when comparing like-for-like segments and definitions.

If you need external references, see data/sources.json -> benchmarks_research.

Templates Template Purpose tracking-plan-saas.md Complete SaaS tracking plan marketing-event-library.md Marketing attribution events utm-naming-standards.md UTM parameter guide activation-metrics-template.md Activation metric definition analytics-qa-checklist.md Data quality checklist International Markets

This skill uses US/UK market defaults. For international product analytics:

Need See Skill Regional compliance (GDPR, PIPL, LGPD) marketing-geo-localization Regional analytics platforms (Baidu Analytics) marketing-geo-localization Privacy requirements by region marketing-geo-localization Cookie consent by jurisdiction marketing-geo-localization

If your query is primarily about GDPR/PIPL/LGPD or consent configuration, use marketing-geo-localization alongside this skill.

Related Skills marketing-cro - A/B testing, conversion optimization marketing-leads-generation - Lead funnel, B2B attribution qa-agent-testing - LLM agent testing (complements AI analytics) data-sql-optimization - SQL for analytics queries Data Sources

See data/sources.json for official documentation links.

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