analytics-insights
Analyze marketing performance. Use when: KPI frameworks, attribution modeling, anomaly investigation, measurement strategy.
npx skills add indranilbanerjee/digital-marketing-pro --skill analytics-insights --agent claude-code
Same command for any agent — swap --agent for codex, cursor, copilot.
Weekly change comes from our own snapshots, not the repository page — it measures attention, not adoption.
What it does
Analyzes marketing performance and supports KPI frameworks, attribution modeling, anomaly investigation, competitive intelligence, MMM guidance, incrementality testing, dark social tracking, privacy-first measurement, and dashboard design. It is activated when working on KPI definitions, performance reporting, anomaly diagnosis, competitive analysis, attribution, MMM, incrementality, dark social, or privacy-first measurement. It provides structured workflows for building KPI trees, reporting templates, anomaly protocols, and privacy-conscious measurement architectures.
How it works
Outlines a primary workflow: establish business context and goals, construct a KPI tree with top-level goals down to channel-level metrics, design reporting templates (weekly, monthly, quarterly, campaign), follow a formal anomaly investigation protocol (verify data, define anomaly precisely, check external/internal factors, isolate/diagnose), and implement a privacy-first measurement architecture (server-side tracking, first-party data, consent management, modeled conversions, MMM, and incrementality).
When to use it
Use when the task involves KPI frameworks, performance reporting, anomaly investigation, competitive intelligence, attribution modeling, MMM, incrementality testing, dark social measurement, or privacy-first measurement and related dashboard design.
What it can touch
References tools and outputs through described workflows: GA4-related channel grouping context, custom reports, dashboards, and measurement architectures. It mentions platforms and concepts (server-side tracking, consent management, CAPI, enhanced conversions) but does not specify executable touchpoints beyond the described processes.
Caveats
No explicit licensing notes beyond the repository license (MIT) in the input. The skill mandates following the described procedures and brand-context steps prior to output, and to rely on the listed reference files for templates and diagnosis playbooks.
# Analytics & Insights ## GA4 "AI Assistant" channel group (added 13 May 2026) Google Analytics 4 added a new **default channel group called "AI Assistant"** on 13 May 2026 ([GA4 channel groups doc](https://support.google.com/analytics/answer/9164320?hl=en)). When a referrer matches a recognized AI Assistant (ChatGPT, Gemini, Claude, etc.), GA4 automatically: - Categorizes the session under the **AI Assistant channel group** - Sets the **Medium dimension to `ai-assistant`** This is the **attribution-side counterpart** to the new GSC AI Performance Report (rolled out 3 June 2026 — see `/digital-marketing-pro:gsc-ai-performance`). Because the GSC AI report intentionally excludes click data, the GA4 AI Assistant channel is currently the cleanest path to attribute *actual traffic* coming from generative AI surfaces. **Recommended GA4 setup checks** when onboarding a brand: 1. **Confirm the channel group is live in the property.** Newer GA4 properties get it automatically; older ones may need it to appear after Google's backfill completes. If the brand reports their channel reports look unchanged after 13 May, check explore reports filtered by `sessionDefaultChannelGroup = "AI Assistant
- GA4 "AI Assistant" channel group (added 13 May 2026)
- When to Use This Skill
- Brand Context (Auto-Applied)
- Required Context
- Capabilities
- Process
- Reference Files
- Output Formats
- Edge Cases
- Insufficient Data for MMM (<2 Years)
- iOS ATT Destroying Attribution
- Dark Social Dominating Referral Traffic
- Multi-Touch B2B Attribution Across 12+ Month Cycles
- Regulated Data Handling
What does the analytics-insights skill do?
Analyze marketing performance. Use when: KPI frameworks, attribution modeling, anomaly investigation, measurement strategy.
How do I install it?
Run `npx skills add indranilbanerjee/digital-marketing-pro --skill analytics-insights --agent claude-code` — it drops the skill into your project so the agent can pick it up. Swap the --agent value for codex, cursor or copilot if you use one of those.
Where does this skill come from?
From indranilbanerjee/digital-marketing-pro, a repository with 700 stars. We read it straight from the repository tree rather than a submitted listing, so what you see here is what is actually published.
Is a popular skill a good skill?
Not necessarily. Stars measure attention, not adoption — a repository can trend for a week and be abandoned. That is why we show the weekly change from our own snapshots next to the total, instead of a single flattering number.