version: "1.0.0" name: marketing-analytics-attribution description: Define, audit, and improve marketing analytics, GA4 events, conversion goals, attribution, dashboards, funnel metrics, CAC, LTV, campaign measurement, experiment design, UTM governance, CRM-source reporting, and data quality checks. Use when Codex is asked to measure sales/marketing performance or diagnose reporting. license: MIT

Marketing Analytics Attribution

Core Workflow

1. Define business questions before dashboards.
2. Map the funnel and data sources: website, product, CRM, ad platforms, email, events, sales, billing, and support.
3. Define events, properties, identities, UTMs, conversion goals, lifecycle stages, and revenue joins.
4. Separate source-of-truth reporting from exploratory reporting.
5. Validate tracking with test events, debug tools, CRM reconciliation, and known conversion paths.
6. Report decisions, not vanity metrics.

Freshness Rule

Verify current GA4, Google Ads, and ad-platform documentation before prescribing event setup, conversion import, attribution windows, consent mode, enhanced conversions, or bidding optimization. Terminology changes: GA4 refers to important analytics events as key events, while Google Ads uses conversion actions and conversion goals for optimization/reporting.

Measurement Priorities

• Funnel: traffic, conversion, lead quality, opportunity creation, win rate, sales cycle, revenue, retention, expansion.
• Efficiency: CAC, payback, LTV/CAC, CPA, CPL, cost per opportunity, ROAS, margin-aware return.
• Attribution: use directional models; avoid pretending multi-touch reports are perfect truth.
• Experiments: define hypothesis, sample, metric, guardrail, minimum duration, success threshold, and action rule.
• Data quality: track missing UTMs, duplicate leads, offline conversions, consent gaps, bot traffic, and CRM stage drift.

Deliverable Shape

• Measurement questions
• Event/conversion schema
• UTM and source rules
• Dashboard outline
• Attribution assumptions
• Data QA checks
• Decision cadence

References

• Read references/analytics-attribution-checklist.md when designing or auditing marketing measurement.