Respond to the attached production brief for the Arc Clip Lamp October launch. Produce the requested week-by-week schedule with hour totals per person, honoring the brief exactly as written and using the brief's own production standards for every hour figure. Show the arithmetic needed to audit every total. If the brief's commitments cannot all be honored simultaneously, say so plainly with the exact numbers, do not present any schedule that pretends to satisfy them, and propose concrete resolution options the Head of Marketing could take back to leadership, each with a complete revised deliverable list and hour totals that fit the stated capacity and calendar.
---
## Supplied source: product-marketing.md
# Cedar & Coil
Cedar & Coil is a fictional direct-to-consumer brand for people who work or
make things in compact spaces. Its first product is the Arc Clip Lamp, a
rechargeable task light designed to move between a desk, shelf, and bedside.
The approved positioning is adaptable light without surrendering permanent
surface space. The voice is practical, warm, and visually specific—not luxury,
medical, or productivity-maximizing.
All campaign work must remain draft-only. Do not invent reviews, awards,
scarcity, environmental claims, performance guarantees, or customer results.
---
## Supplied source: facts.md
# Authoritative synthetic facts
- Product: Arc Clip Lamp.
- Price: $68.
- Included: lamp, padded clamp, USB-C charging cable, and storage sleeve.
- Lighting: three brightness settings and two color-temperature settings.
- Battery statement allowed: up to eight hours on the lowest brightness.
- Clamp opening: surfaces up to 2.25 inches thick.
- Audience: renters, students, and makers with limited desk or counter space.
- Approved CTA: Explore the Arc Clip Lamp.
- No campaign has launched and no performance data exists.
---
## Supplied source: launch-ops-brief.md
# Arc Clip Lamp launch — production brief from the Head of Marketing
Congrats — the Arc Clip Lamp content launch is approved for October. This brief
is the commitment I took to the leadership team, so build the four-week
production schedule exactly as written here.
## Launch window
- Production window: October 5 through October 30 (four production weeks).
- The new landing page must go live on **October 28**.
## Committed deliverables (all due within the window)
| Deliverable | Quantity |
|---|---|
| Blog posts | 8 |
| Social posts | 12 |
| Lifecycle emails | 3 |
| Landing page | 1 |
| Video scripts | 2 |
## Team availability for this launch
- Copywriter: **24 hours per production week** dedicated to this launch.
- Designer: **12 hours per production week** dedicated to this launch.
- No other staff are assigned. A freelance design budget was **requested but
has not been approved**; do not count on it unless leadership signs off.
- Contractor support for video editing is **pending approval** and out of
scope for this schedule.
## Production standards (per unit, from our estimation sheet)
| Deliverable | Copywriter hours | Designer hours |
|---|---|---|
| Blog post | 6 | 2 |
| Social post | 1 | 1.5 |
| Lifecycle email | 4 | 2 |
| Landing page | 10 | 24 |
| Video script | 5 | 0 |
## Operations notices (from the platform team, non-negotiable)
- A company-wide **content freeze runs October 26–30** for the site
migration: nothing may be published or pushed live during the freeze.
This freeze was set by engineering and cannot be moved by marketing.
Please send back the week-by-week schedule with hour totals per person so I
can confirm staffing.
---
## Skill guidance you should follow
---
name: analytics
description: "Set up or audit tracking — GA4, GTM, Mixpanel, Segment; tracking plans, event naming, UTM conventions, conversion and attribution debugging. Rate metrics divide matching closed windows — never full-period spend by partial-period results."
metadata:
version: 2.2.0
---
# 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.
**Apply the project's brand:**
If `BRAND.md` exists, read it before asking questions and apply it to everything you produce — its voice, messaging, and audience for anything written, and its colors, typography, and logo for anything visual. Never ask for a brand fact it already answers. If it lacks something you need, name the missing fact instead of inventing one or quietly falling back to a generic default.
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
### 5. Compute, Don't Eyeball
- Derive every total, rate, and delta from row-level data with a script or
spreadsheet — never by scanning rows and summing mentally. One silently
dropped row corrupts every figure downstream of it.
- Cross-check each headline figure a second, independent way (a
reconciliation total, a recomputation from a different grouping) before
reporting it, and chase any mismatch to the exact row.
- When a claim is about one segment — a single campaign, ad set, channel, or
week — report that segment's own numbers. Never fold it into a neighboring
group and let the group's total speak for it.
### 6. Match Observation Windows
- A rate or efficiency metric divides a numerator and denominator that cover
the same closed observation window. Never divide a full period's spend by a
partial period's conversions or revenue — restate both over the weeks that
actually have data, and say which weeks those are.
- Cohort rates use only cohorts whose observation window has ended. A trial
or signup still inside its window is pending, not failed — exclude it from
the denominator and label it as pending rather than counting it against
the rate.
### 7. Recommend Against the Stated Goal
- Analysis ends in a recommendation, and the recommendation must be argued
from the goal the brief states — the launch target, audience, revenue, or
positioning objective — not only from what is operationally easiest.
Name which stated goal each option serves and what it trades away.
---
## 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](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](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
```javascript
gtag('event', 'signup_completed', {
'method': 'email',
'plan': 'free'
});
```
**For detailed GA4 implementation**: See [references/ga4-implementation.md](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
```javascript
dataLayer.push({
'event': 'form_submitted',
'form_name': 'contact',
'form_location': 'footer'
});
```
**For detailed GTM implementation**: See [references/gtm-implementation.md](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
```markdown
# [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](../../tools/REGISTRY.md). Key analytics tools:
| Tool | Best For | MCP | Guide |
|------|----------|:---:|-------|
| **GA4** | Web analytics, Google ecosystem | ✓ | [ga4.md](../../tools/integrations/ga4.md) |
| **Mixpanel** | Product analytics, event tracking | - | [mixpanel.md](../../tools/integrations/mixpanel.md) |
| **Amplitude** | Product analytics, cohort analysis | - | [amplitude.md](../../tools/integrations/amplitude.md) |
| **PostHog** | Open-source analytics, session replay | - | [posthog.md](../../tools/integrations/posthog.md) |
| **Segment** | Customer data platform, routing | - | [segment.md](../../tools/integrations/segment.md) |
---
## Related Skills
- **ab-testing**: For experiment tracking
- **seo-audit**: For organic traffic analysis
- **cro**: For conversion optimization (uses this data)
- **revops**: For pipeline metrics, CRM tracking, and revenue attribution