Engagement Analytics Tracker Skill

A comprehensive skill for designing, implementing, and interpreting behavioral analytics across four touchpoint layers: website, email, social, and mobile app.

Four Tracking Modules

Load strategy: Load only the relevant module(s) based on the user's question. For full analytics stack questions ("build me a complete analytics system"), load all four.

Universal Data Principles

These apply across ALL four modules:

Event Naming Convention (Use Everywhere)

object_action
# Examples:
page_viewed          button_clicked       form_abandoned
video_played         product_viewed       email_opened
session_started      feature_used         purchase_completed

• Always lowercase with underscores
• Object first, then action
• Be specific: checkout_form_abandoned not form_event
• Keep consistent across all platforms — the same action has the same name everywhere

Data Layer Structure (Web)

window.dataLayer = window.dataLayer || [];
dataLayer.push({
  event: 'event_name',           // string — always required
  user_id: 'u_abc123',           // hashed or anonymized
  session_id: 'ses_xyz',
  timestamp: new Date().toISOString(),
  page_path: window.location.pathname,
  // event-specific properties below:
  element_id: 'hero_cta',
  element_text: 'Start Free Trial',
});

Engagement Scoring Formula

A composite score usable across web, email, and app:

Engagement Score = 
  (Sessions × 1) +
  (Pages per session × 2) +
  (Scroll 75%+ events × 3) +
  (CTA clicks × 5) +
  (Email opens × 2) +
  (Email clicks × 5) +
  (App sessions × 3) +
  (Feature completions × 8) +
  (Conversions × 20)

Score tiers:
  0–20:   Cold (re-engagement candidate)
  21–50:  Warming (nurture sequence)
  51–100: Engaged (sales-ready consideration)
  100+:   High Value (priority outreach)

Adjust weights based on business model. Recalculate weekly per user.

Privacy & Compliance Baseline

• Never collect raw PII in event properties — hash emails/IDs before sending to any platform
• Implement consent gating: fire tracking tags only after user consents (GDPR)
• Use server-side tagging (GTM Server-Side) for sensitive data flows
• Respect Do Not Track headers and browser privacy modes
• Apple ATT opt-in required for IDFA on iOS — design attribution without assuming access
• CCPA: provide opt-out mechanism; do not sell behavioral data without consent

Quick Implementation Checklist