Analytics & Reporting
Cross-cutting
Analytics & Reporting translates the Strategist's Measurement & KPI Framework into concrete tracking implementation. GA4 configuration, Google Tag Manager setup, UTM conventions, conversion tracking, and ongoing reporting. Participates across the project lifecycle.
← Receives from: Strategist (Measurement & KPI Framework), Senior Developer (for tracking implementation)
Hands off to: Client (reports), Senior Developer (tracking requirements) →
What It Produces
Deliverables
Tracking Plan
What to track, where to track it, and how events map to business goals.
GA4 Configuration
Property setup, event configuration, conversion definitions, and audience segments.
GTM Setup
Tag, trigger, and variable configuration for all tracking requirements.
UTM Conventions
Standardized UTM parameter naming for consistent campaign attribution.
Analytics Reports
Monthly, quarterly, campaign, and one-off reports with insights and recommendations.
5
key deliverables
How It Works
Operating Pattern
Receives
Reads from the Strategist's Measurement & KPI Framework.
→
Processes
Operates in three modes: Planning (alongside Strategist), Implementation (alongside Senior Developer), and Reporting (post-launch).
→
Hands Off
Regular reports measure actual performance against KPIs defined at the start.
Privacy compliance built into every tracking plan — GDPR and CCPA by default.
Deliverable Examples
Example Output
Acme Rebrand
acme-rebrand-tracking-plan.md
Tracking Plan — dataLayer Events
| Event | Trigger | Parameters |
|---|---|---|
cta_click | Any [data-cta] element | cta_id |
make_strip_view | Make-strip enters viewport | product_context |
view_item_list | Collection grid renders | item_list_id, items[] |
select_item | Product card click | item_id, item_name |
add_to_cart | Add to cart | item_id, value, user_type |
purchase | Order confirmation | transaction_id, value, items[] |
UTM convention
Campaign: [season]-[year]-[theme] → fall-2026-made-to-be-kept
Content: [placement]-[asset] → ig-feed-make-strip
Pipeline Context
Cross-cutting
Analytics & Reporting
Quality Control
…