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analytics-setup

Data & analytics

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Updated 10-16 05:04

About this skill

Analytics Setup

Hard rules

  1. Do not install gtag.js directly and GTM at the same time (double the data).
  2. Internal traffic filters are not excluded just by defining them — switch them to 'Active'for them to apply.
  3. Google Ads ↔ GA4 linking is not retroactive — link it first and foremost before starting ads.
  4. Audiences accumulate from the point of setup — if you have ad plans, in advance create them.
  5. UTM: unify with lowercase + underscores; if unsure, follow Google's default channel rules.
  6. Do not leave conversion events to auto-generation; specify them manually + have a human review.
  7. Verify with your own eyes: pass GA4 Realtime + GTM Preview, then publish.

Turning on ads without measurement = spending money without knowing the results. §1–§7 must be complete before moving on to paid ads (paid-ads skill).

1. GA4 property + GTM setup

  • analytics.google.com → Admin → Create property → obtain the Measurement ID (G-XXXXXXXXXX).
  • GTM is recommended for installation: GTM → New tag → "Google Analytics: GA4 Configuration" → Measurement ID → Trigger All Pages → after confirming it fires in Preview mode publish.
  • Warning: do not install gtag.js directly and GTM in parallel — data will be double-counted. If it is an existing site, first check which method is installed (Omnibug, source search) and use only one.

2. Microsoft Clarity (via GTM)

  • If GA4 is "how many came", Clarity is "why they left" — session recordings + heatmaps.
  • GTM → Clarity snippet in a Custom HTML tag → Trigger All Pages.

3. Three essential default settings (the defaults are all wrong)

  1. Enable Google signals data: Admin → Property → Data settings → Data collection. Recognizes cross-device movement as one person.
  2. Data retention 14 months: Admin → Property → Data settings → Data retention. Default is 2 months — if you do not change it, past data disappears from Explorations.
  3. Internal traffic filter: Admin → Data streams → Configure tag settings → Internal traffic define → enter your IP. Defining it alone does not exclude it — switch the filter to 'Active' as well.

Optional — early stage with low traffic: set the reporting ID to device-based(Admin → Data display → Reporting ID). Prevents numbers from being hidden by data thresholds (cross-device tracking becomes weaker).

4. Conversion events — pick only the core ones and mark them

  • Admin → Events → toggle → mark as key event (conversion).
  • Marking targets: form submission complete, audit page reached, phone/KakaoTalk button click.
  • Use Google's default event names (form submission = generate_lead) → automatically included in business objective reports. Reference: support.google.com/analytics/answer/9267735
  • Principles of form conversion: At the point the server confirms receipt dataLayer.push (Option A). If code access is not possible, replace with a custom HTML tag but accept the reliability limitations (Option B).
  • For CTA clicks, do not create an event for each button; use one tag + cta_location parameters to distinguish. Register as a custom dimension.

5. UTM — Tagging Where Traffic Came From

Sharing a link without UTM = (direct)/(none) = Unable to measure channel effectiveness.

utm_source   = 유입 출처 (google, threads, newsletter)
utm_medium   = 매체 유형 (cpc, social, email)
utm_campaign = 캠페인명 (spring_sale_2026)
utm_content  = 소재 구분 (banner_a, text_link)
utm_term     = 키워드 (검색광고)
  • Rules: Use all lowercase, use underscores instead of spaces. Generate with Google Campaign URL Builder.
  • If you are not familiar with it, use values that match Google's predefined channel rules → channel-level classification becomes automatic. Reference: support.google.com/analytics/answer/9756891

6. Product Linking + Audiences (Ad Preparation)

  • Google Ads linking — top priority: Admin → Product links → Google Ads. Data before linking cannot be retroactively applied (it uses real-time synchronization), so do it as soon as possible. GSC linking uses a query method, so retroactive application is possible — not urgent, but do it too.
  • Create audiences in advance (accumulates from the time of setup): ① Lead submitters (primary target) ② Sessions 3 seconds+ ③ 2+ pageviews (②③ = not simple traffic but the ad audience pool).
  • Add AI Search channel: Duplicate the default channel group → add an "AI Search" channel at the very top, with the condition being the source regex: chatgpt|openai|oaistatic|gemini|bard|claude|perplexity|genspark|clovax|wrtn|copilot|getliner|deepseek|grok|you\.com|poe\.com

7. Verification (Publishing Is Not the End)

  • GA4 [Reports] → Realtime: check events in the event count by event name card, click any event → check UTM values with the campaign/medium/source parameters.
  • Omnibug Chrome extension (F12 → Omnibug tab): measure in real time which tags fire and when.
  • Do not publish without passing GTM Preview.

8. AI Delegation Prompt (Copy-Paste for Vibe-Coding Sites)

Prerequisites: GTM inserted into the site, GA/GTM API + Claude connected, (Option A) code repository access, site className rule documentation (without it, the AI will write regex triggers that cannot be maintained).

1. GTM 연결해서 내 컨테이너(GTM-XXXXXXX) 찾아줘
2. GA4 측정 ID를 상수 변수 ga4_ID로 만들고, Google 태그를 Initialization - All Pages 트리거로
3. 버튼 전부 이벤트로 만들지 말고, 전환이랑 핵심만 골라줘. CTA 클릭은 태그 하나로 묶고
   어느 버튼인지는 파라미터(cta_location)로 구분. 트리거 조건은 내가 준 className 규칙 기준으로.
4. 폼 제출은 버튼 클릭 말고, 서버가 접수 확인했을 때만 generate_lead 이벤트가 발행되게
   코드에 dataLayer.push 넣어줘. (코드 접근이 안 되면 맞춤 HTML로 대체하되 신뢰성 한계 감안.)
5. 미리보기 확인했으면 버전 게시해줘

GA4 기본 세팅 해줘.
① 데이터 보존 14개월 ② 구글 신호 데이터 활성화
③ 내 IP 내부 트래픽 등록 + 필터 '활성' 전환
④ 보고 ID 기기 기반 ⑤ generate_lead 키 이벤트 + cta_location 맞춤 측정기준
⑥ 잠재고객: 리드 제출자, CTA 클릭, 참여 사용자
⑦ 기본 채널 그룹 복제해서 AI Search 채널 최상단 추가 (소스 정규식은 §6)

Warning: Do not leave conversion events entirely to automatic generation — this is the axis exported as media conversion values, so if this is wrong, ad optimization will be completely off. A human must review it.