gtm-reporting

仓库: aimonk2025/google-tag-manager-automation
安装量: 42
排名: #17351

安装

npx skills add https://github.com/aimonk2025/google-tag-manager-automation --skill gtm-reporting

GTM Reporting - Documentation & Impact Analysis Generate comprehensive documentation and analyze the reporting impact of your GTM tracking implementation. Core Mission Transform technical tracking implementation into business-focused documentation that: Explains what was implemented (technical docs) Shows what insights are now possible (reporting impact) Recommends specific reports to build (GA4 configurations) Defines high-value audiences (remarketing/segmentation) Translates events into business value (stakeholder summary) Workflow Phase 0: Load Business Context (if available) Check for gtm-context.md in the project root: If found: read it silently and use the business context throughout this skill run (site type, goals, and reporting stakeholders tailor the executive summary tone and report selection) If not found: proceed normally - ask context questions as usual during the workflow This file is created automatically by gtm-analytics-audit at the end of its first run. Phase 1: Context Loading Step 1.1: Load Implementation Details Check for implementation artifacts: - gtm-tracking-plan.json (from gtm-strategy) - gtm-implementation-log.json (from gtm-implementation) - gtm-test-results.json (from gtm-testing) If missing → Ask user to describe what was implemented Step 1.2: Analyze Implementation Scope Extract key information: - Events implemented (names, parameters) - Elements tracked (CTAs, forms, navigation, etc.) - Business model (SaaS, e-commerce, lead-gen) - Primary goals (conversions, engagement, leads) Phase 2: Technical Documentation Generation Create comprehensive implementation documentation for developers and analysts. Document 2.1: Event Schema Documentation

GTM Tracking Implementation - Event Schema Last Updated: [Date] GTM Container: GTM-XXXXXX Implementation Version: 1.0

Events Overview This document describes all custom events implemented in Google Tag Manager.

Event: cta_click
**
Description
**
Fires when a user clicks any call-to-action button on the site
**
Trigger
**
Custom Event "cta_click" ** Parameters ** : | Parameter | Type | Description | Example Values | Required | |

|

|

|

|

|
|
cta_location
|
string
|
Section of page where CTA is located
|
"hero", "pricing", "footer"
|
Yes
|
|
cta_type
|
string
|
Visual style of CTA
|
"primary", "secondary", "text"
|
No
|
|
cta_text
|
string
|
Text content of button
|
"Get Started", "Book Demo"
|
Yes
|
|
cta_destination
|
string
|
Target URL or action
|
"/signup", "/pricing"
|
Yes
|
**
Sample DataLayer Push
**
:
```javascript
{
event: 'cta_click',
cta_location: 'hero',
cta_type: 'primary',
cta_text: 'Get Started',
cta_destination: '/signup'
}
GTM Configuration
:
Variables: DLV - CTA Location, DLV - CTA Type, DLV - CTA Text, DLV - CTA Destination
Trigger: CE - CTA Click
Tag: GA4 - CTA Click
Elements Tracked
12 CTA buttons across site
Event: form_submit
Description
Fires when a user submits any form on the site
Trigger
Custom Event "form_submit"
Parameters
:
Parameter
Type
Description
Example Values
Required
form_name
string
Identifier for the form
"contact", "newsletter", "demo"
Yes
form_location
string
Page section where form is located
"hero", "footer", "sidebar"
Yes
form_type
string
Purpose/category of form
"contact_request", "email_capture"
Yes
Sample DataLayer Push
:
{
event
:
'form_submit'
,
form_name
:
'newsletter'
,
form_location
:
'footer'
,
form_type
:
'email_capture'
}
GTM Configuration
:
Variables: DLV - Form Name, DLV - Form Location, DLV - Form Type
Trigger: CE - Form Submit
Tag: GA4 - Form Submit
Elements Tracked
3 forms across site [Continue for all events...] Document 2.2: Implementation Summary ```markdown

GTM Implementation Summary

Overview

This document summarizes the GTM tracking implementation completed on [Date].

Scope

Events Implemented: 5 custom events Elements Tracked: 23 total elements - 12 CTA buttons - 8 navigation links - 3 forms Code Changes: 8 files modified

Technical Stack

  • Framework: Next.js 16.1.6 (App Router)
  • GTM Container: GTM-XXXXXX
  • GA4 Property: [Property ID]
  • Implementation Method: DataLayer + GTM API

Events Summary

Event Name Purpose Elements Priority
cta_click Track conversion intent via CTA clicks 12 P0
form_submit Capture lead submissions 3 P0
form_start Measure form abandonment 3 P0
navigation_click Understand user journey 8 P1
video_play Measure content engagement 1 P1
## GTM Configuration
Created via API:
- 12 Data Layer Variables
- 5 Custom Event Triggers
- 5 GA4 Event Tags
Container Version: 42
Published: [Date]
## Files Modified
1. app/page.tsx - Added CTA and form tracking (4 elements)
2. components/Navbar.tsx - Added navigation tracking (5 elements)
3. components/Footer.tsx - Added navigation and form tracking (4 elements)
... [list all files]
## Testing Status
All events validated across 3 tiers:
✓ Tier 1: Browser Console (dataLayer)
✓ Tier 2: GTM Preview Mode
✓ Tier 3: GA4 DebugView
## Maintenance
Adding New Tracking:
1. Add analytics classes to element (js-track js-cta js-click js-location)
2. Implement dataLayer.push() in onClick handler
3. Create GTM variable/trigger/tag (or use existing)
4. Test in Preview mode
5. Publish container
Modifying Existing Tracking:
1. Update dataLayer.push() parameters in code
2. Update GTM tag event parameters if needed
3. Test and publish
## Support
For questions or issues, contact: [Technical Owner]
Phase 3: Reporting Impact Analysis
Analyze what reports and insights are now possible with this tracking.
Analysis 3.1: GA4 Reports Enabled
#
Reporting Capabilities - GA4
##
New Reports Enabled by Implementation
###
1. CTA Performance Dashboard
**
Purpose
**
: Understand which CTAs drive conversions
**
Metrics
**
:
-
CTA clicks by location (hero vs pricing vs footer)
-
CTA clicks by type (primary vs secondary)
-
CTA click-through rate by page
-
CTA → Form submission conversion rate
**
How to Build
**
:
1.
GA4 → Explore → Free Form
2.
Dimensions: Event name, CTA location, CTA type, CTA text
3.
Metrics: Event count, Conversions
4.
Segment: Users who clicked CTA → Users who submitted form
**
Business Value
**
: Optimize CTA placement and copy based on conversion data
---
###
2. Form Funnel Analysis
**
Purpose
**
: Measure form abandonment and completion
**
Funnel Steps
**
:
1.
form_start (user begins filling form)
2.
form_submit (user submits form)
3.
/thank-you (confirmation page view)
**
Metrics
**
:
-
Abandonment rate: (form_start - form_submit) / form_start
-
Completion rate: form_submit / form_start
-
Average time to complete: form_submit timestamp - form_start timestamp
**
How to Build
**
:
1.
GA4 → Explore → Funnel Exploration
2.
Step 1: form_start
3.
Step 2: form_submit
4.
Step 3: page_view (page_location contains /thank-you)
5.
Breakdown by form_name
**
Business Value
**
: Identify form friction points and improve conversion rates
---
###
3. User Journey Mapping
**
Purpose
**
: Understand how users navigate the site
**
Path Analysis
**
:
-
Entry page → First navigation click → Second click → Conversion
-
Most common paths to pricing page
-
Navigation patterns of converting vs non-converting users
**
How to Build
**
:
1.
GA4 → Explore → Path Exploration
2.
Starting point: page_view OR navigation_click
3.
Step types: Events and pages
4.
Ending point: form_submit OR trial_start
**
Business Value
**
: Optimize site structure and content flow based on user behavior
[Continue for all report types...]
Analysis 3.2: Custom Dashboards
Recommend specific dashboard configurations:
##
Recommended Dashboards
###
Executive Dashboard: Conversion Overview
**
Audience
**
: C-suite, Marketing leadership
**
Metrics
**
(Weekly):
-
Total CTA clicks (trend)
-
Form submissions (trend)
-
CTA → Form conversion rate
-
Top converting CTAs (by location)
-
Form abandonment rate
**
Format
**
: Looker Studio dashboard
**
Value
**
: High-level conversion health monitoring
---
###
Marketing Dashboard: Campaign Performance
**
Audience
**
: Marketing team
**
Metrics
**
(Daily):
-
CTA clicks by traffic source (organic, paid, social)
-
Form submissions by campaign
-
Cost per form submission (CPC data + form_submit count)
-
Landing page → CTA → Form funnel by campaign
**
Format
**
: GA4 Custom Report
**
Value
**
: Measure campaign ROI and optimize spend
---
###
Product Dashboard: Engagement Metrics
**
Audience
**
: Product team
**
Metrics
**
(Weekly):
-
Navigation patterns (top clicked links)
-
Video engagement (play rate, completion rate)
-
Feature page views → CTA clicks
-
Time on site by engagement level
**
Format
**
: GA4 Explorations
**
Value
**
: Understand product interest and optimize content
Phase 4: Audience Definitions
Define high-value remarketing audiences based on tracked events.
Audience 4.1: Remarketing Audiences
#
Remarketing Audience Definitions
##
Audience: High-Intent Visitors
**
Criteria
**
:
-
Clicked pricing CTA (cta_click where cta_destination = /pricing)
OR
-
Submitted contact form (form_submit where form_type = contact_request)
Within last 7 days
**
Size Estimate
**
: 5-10% of traffic
**
Business Value
**
: Users showing strong purchase intent
**
Remarketing Strategy
**
:
-
Message: Case studies, testimonials, urgency ("Limited time offer")
-
Channel: Google Ads, Facebook Ads
-
Bid adjustment: +50% (high conversion probability)
**
Expected ROI
**
: 3-5x higher conversion rate vs cold traffic
---
##
Audience: Demo Requesters
**
Criteria
**
:
-
Clicked "Book Demo" CTA (cta_click where cta_text contains "Demo")
OR
-
Submitted demo form (form_submit where form_name = demo)
Within last 14 days
**
Size Estimate
**
: 1-3% of traffic
**
Business Value
**
: Highest-intent audience, sales-ready
**
Use Cases
**
:
1.
Sales follow-up priority list
2.
Email nurture sequence
3.
Retargeting with customer success stories
**
Expected ROI
**
: 10-20x higher conversion rate
---
##
Audience: Engaged Browsers
**
Criteria
**
:
-
Viewed 3+ pages
AND
-
Clicked 2+ CTAs (any type)
AND
-
Time on site > 2 minutes
Within last 30 days
**
Size Estimate
**
: 15-20% of traffic
**
Business Value
**
: Researching actively, not yet converted
**
Remarketing Strategy
**
:
-
Message: Educational content, comparison guides
-
Channel: Display ads, email (if captured)
-
Goal: Move to high-intent with valuable content
**
Expected ROI
**
: 2-3x higher conversion rate
[Continue for all audience definitions...]
Phase 5: Stakeholder Summary
Create non-technical summary for business stakeholders.
Summary 5.1: Executive Summary
#
GTM Tracking Implementation - Executive Summary
##
What We Built
We implemented comprehensive website analytics tracking that captures user behavior across all key conversion points.
##
What This Means for the Business
###
Before
-
Limited visibility into which marketing efforts drive conversions
-
No data on where users drop off in conversion funnel
-
Guesswork for website optimization decisions
-
Unable to identify high-value visitors for remarketing
###
After
-
Full visibility into user journey from landing to conversion
-
Precise data on CTA performance and form abandonment
-
Data-driven optimization of website and campaigns
-
Ability to target high-intent visitors with personalized messaging
##
Key Capabilities Unlocked
1.
**
CTA Optimization
**
($)
-
See which call-to-action buttons drive conversions
-
A/B test button copy and placement with real data
-
**
Impact
**
: 10-30% increase in conversion rate typical
2.
**
Form Funnel Analysis
**
($$)
-
Identify exactly where users abandon forms
-
Reduce friction, improve completion rates
-
**
Impact
**
: 5-15% increase in leads typical
3.
**
Campaign Attribution
**
($$$)
-
Know which campaigns drive qualified leads
-
Optimize ad spend based on conversion data
-
**
Impact
**
: 20-40% improvement in CAC typical
4.
**
High-Intent Audiences
**
($$)
-
Target visitors who clicked pricing or requested demo
-
3-5x higher conversion rate on retargeting
-
**
Impact
**
: Significant ROI improvement on ad spend
##
Investment vs Return
**
Implementation Cost
**
:
-
Time: 8 hours total (mostly automated)
-
Ongoing: No additional cost (built on existing GA4/GTM)
**
Expected Annual Value
**
:
-
Improved conversion rates: $XXk-XXXk (depends on traffic)
-
Reduced CAC from better targeting: $XXk
-
Time saved vs manual reporting: $XXk
**
ROI
**
: 10-50x typical (based on industry benchmarks)
##
Next Steps
1.
**
Week 1-2
**
: Monitor data collection, validate accuracy
2.
**
Week 3-4
**
: Build recommended dashboards
3.
**
Month 2
**
: Launch remarketing to high-intent audiences
4.
**
Month 3
**
: Begin A/B testing CTAs based on data
##
Questions?
Contact [Technical Owner] for implementation details or [Marketing Owner] for strategic questions.
Phase 6: Output Generation
Generate all documentation files:
Files to Create
:
gtm-event-schema.md
- Technical event documentation
gtm-implementation-summary.md
- Implementation overview
gtm-reporting-capabilities.md
- Reports and insights enabled
gtm-audience-definitions.md
- Remarketing audience specs
gtm-executive-summary.md
- Stakeholder summary (non-technical)
Naming Convention
: All files prefixed with
gtm-
for easy identification
Phase 7: Next Steps Recommendations
Provide actionable next steps:
=== GTM Implementation Documentation Complete ===
Documentation generated:
✓ Event schema (technical)
✓ Implementation summary
✓ Reporting capabilities analysis
✓ Audience definitions
✓ Executive summary (stakeholder-friendly)
All files saved to project root.
--- Recommended Next Steps ---
Week 1-2: Data Validation
[ ] Monitor events in GA4 Reports (not DebugView)
[ ] Verify event counts match expectations
[ ] Check that parameters are populating correctly
[ ] Identify any gaps or issues
Week 3-4: Build Dashboards
[ ] Create CTA Performance dashboard in Looker Studio
[ ] Set up Form Funnel in GA4 Explorations
[ ] Build User Journey path analysis
[ ] Configure conversion tracking
Month 2: Activate Audiences
[ ] Create "High-Intent Visitors" audience in GA4
[ ] Export to Google Ads for remarketing
[ ] Set up personalized ad campaigns
[ ] Monitor performance vs cold traffic
Month 3: Optimize & Iterate
[ ] A/B test top-performing CTAs (new copy/placement)
[ ] Optimize forms based on abandonment data
[ ] Adjust marketing spend based on attribution data
[ ] Refine audience definitions based on conversion data
--- Support Resources ---
Technical Documentation: See gtm-event-schema.md
Business Case: See gtm-executive-summary.md
Reporting Guide: See gtm-reporting-capabilities.md
Questions? Review documentation or contact implementation team.
Assets
assets/doc-templates/implementation-summary.md
Template for technical implementation documentation
assets/doc-templates/stakeholder-summary.md
Template for executive/business summary
Important Guidelines
Documentation Principles
1. Two Audiences, Two Formats
:
Technical docs (engineers, analysts): Detailed, code examples, schema
Business docs (executives, marketing): High-level, ROI-focused, no jargon
2. Actionable Recommendations
:
Don't just describe tracking - explain what to do with data
Provide specific report configurations, not generic ideas
Include expected business impact for each recommendation
3. Realistic ROI Estimates
:
Base estimates on industry benchmarks or conservative assumptions
Explain methodology (e.g., "10% conversion lift typical for CTA optimization")
Avoid overpromising - underpromise and overdeliver
4. Maintenance Focus
:
Include instructions for adding new tracking
Document where to find configurations in GTM
Provide troubleshooting for common issues
Translation: Technical → Business
Technical
: "Implemented cta_click event with 4 parameters"
Business
: "Now tracking which call-to-action buttons drive conversions, enabling data-driven optimization of button copy and placement (typical 10-30% conversion lift)"
Technical
: "Created form_start and form_submit events"
Business
: "Measuring form abandonment to identify friction points and improve lead capture (typical 5-15% increase in form completions)"
Technical
: "Configured 3 Data Layer Variables for navigation tracking"
Business
: "Understanding user journey through site to optimize content flow and increase engagement"
Supporting Files
template.md
- Documentation templates Claude fills in (event-schema, implementation-summary, reporting-capabilities, audience-definitions, executive-summary)
examples/sample.md
- Example reporting output including console output and event-schema.md excerpt
Execution Checklist
Implementation details loaded
Event schema documentation generated
Implementation summary created
Reporting capabilities analyzed
GA4 report configurations specified
Audience definitions documented
ROI estimates calculated
Executive summary created
Next steps recommendations provided
All documentation files saved
Common Questions
Q: Who should receive which documentation?
A: Technical docs → Engineers/Analysts. Executive summary → Business stakeholders. Reporting guide → Marketing team.
Q: How often should documentation be updated?
A: Update when events are added/modified. Review quarterly to ensure accuracy.
Q: Can I customize the templates?
A: Yes. Templates are starting points. Adapt to your organization's needs.
Q: What if I don't know the ROI estimates?
A: Use industry benchmarks (10-30% conversion lift typical) or skip estimates and focus on capabilities.
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