A five minute test
The skill asks whether you could pull, in five minutes, what your paid search spend contributed to closed revenue in the last 90 days. If not, it traces the usual causes. Tags were added over the years by different people with different names, and teams measure what is easy, such as pageviews, instead of qualified leads.
The tracking plan comes first.
Every event gets a written entry before anyone touches a tag. The entry holds a name in a consistent verb and object pattern, such as form_submitted or trial_started, and the exact user action that fires it. It also lists the properties it carries, where it is sent, how important it is, and who maintains it. The plan lives in a shared sheet and changes whenever the setup does.
GA4 and Tag Manager, set up once
The GA4 checklist raises data retention from the default 2 months to 14 months right away, because lost history cannot be recovered. It filters out your own team’s traffic, sets up cross domain tracking where a site and an app live on different domains, and marks the events that count as conversions.
Tag Manager then carries every tag. The skill uses the data layer to pass details such as a plan type, and tests each change in Preview mode alongside GA4’s DebugView before publishing.
UTM links with one set of rules
All five UTM parameters follow a written convention: lowercase only, hyphens instead of spaces, and the same abbreviations every time. Links come from a builder sheet rather than memory, and a quarterly audit merges near duplicate campaign names. Google Ads uses auto tagging instead of manual UTMs, never both on the same link.
Broken tracking, step by step
The skill has you perform the action yourself and watch DebugView. If the event does not appear within 30 seconds, the tag is not firing. From there it checks Preview mode for tags that fired zero times, reads the trigger conditions, and looks for console errors and ad blockers.
For traffic that lands as direct, it checks for UTMs placed on a redirect instead of the final address, broken characters, and redirects that strip the query.
Setup and diagnosis in the analytics file
The tracking plan fields, the GA4 checklist, Tag Manager triggers, UTM rules, and the audit steps are in the analytics skill file on GitHub. It is released under the MIT License, “Copyright (c) 2026 ScayverGraphix.” The skills follow the Agent Skills spec published by vercel-labs/skills.
Audit what is already installed.
On an existing site, the skill starts with five steps. It lists every tag with Tag Assistant, completes each main conversion by hand to confirm it records, and reviews six months of UTM data for inconsistent names. It then lists what you cannot measure yet and documents what is live.
The readme puts this skill next to revops for marketing operations, so add both with npx skills add scayver/marketing-skills --skill analytics revops.
A report worth maintaining
The skill’s dashboard shows new visitors by channel, conversion rate by channel, cost per conversion for paid channels, and the rate at which leads become customers. It should update itself, because a report that takes hours of manual work stops being maintained.
Numbers that lead to a decision
Our Analytics Dashboards service begins with the decision a dashboard should inform. It then maps each metric to a source, a calculation, a time period, and an owner, so the team agrees on what each number counts.