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Compact two-skill starter: clarify positioning and choose a lead magnet. Use Marketing Launch for the broader eight-skill go-to-market workflow.

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Build an evidence-led marketing plan from ICP and competition through positioning, campaigns, growth and measurement.

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Diagnose architecture and context, plan agent-team responsibilities, then organize project context and session handoffs. Memory and cost-runtime reviews remain outside this pack.

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Review the journey from landing page and lead capture through registration, first value and transparent upgrades.

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Choose a relevant lead magnet, then draft a permission-based nurture journey with entry, suppression and exit rules.

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Define the API contract, then plan how to observe its latency, failures and retries. Guidance and checklist; no production changes.

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Define the target account, prioritize buying signals, plan a human LinkedIn engagement routine and prepare evidence-led responses to buyer concerns.

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01 · Category

What the MCP returns at this step

21 · Data & Analytics · Measurement Integration

HyperFX Analytics Workflow

Plan GA4, GTM, Search Console and BigQuery work through HyperFX; use Google Analytics Reporting for the Google-authored Data API guide.

hyperanalysebetriebanalytics-insights

HyperFX — Analytics Insights · Original SKILL.md

---
name: analytics-insights
description: Drive Google Analytics (GA4), Google Tag Manager, Google Search Console, and BigQuery from chat — tracking plans, GA4 reports, key-event (conversion) setup, custom dimensions and metrics, GTM audits, GSC performance, and GA4 BigQuery export queries. Use when the user wants an analytics audit, a GA4 report, a tracking plan, conversion setup, GTM cleanup, search-performance data, or asks "how is the site performing?" or "are my conversions firing?".
requires_toolkits:
  - google_analytics_toolkit
icon: google_analytics
short_description: Drive GA4, GTM, Search Console, and BigQuery from chat for reports and tracking.
---

# Analytics Insights

Operator skill for the Google measurement stack — GA4, GTM, Search Console, and BigQuery — driven directly from chat. Build a tracking plan, run reports, mark conversions, audit existing setup, and query the warehouse without leaving the conversation.

## Out of scope — defer to other skills

| Request | Send them to |
| --- | --- |
| Keyword research, AI-search visibility, full SEO audit | `seo-research` (HyperSEO toolkit — broader and richer than GSC for keyword work) |
| Google Ads campaign performance | `google-ads` (campaign-level) — but GA4-side conversion attribution lives here |
| Meta / Facebook ads metrics | `meta-ads` |
| Email program metrics | `email-lifecycle` (provider-side) |

GSC and HyperSEO overlap on search-performance data. Rule of thumb: use GSC here for *the user's own site's* impression / click / position data. Use HyperSEO (in `seo-research`) for keyword research, competitor data, AI-search visibility.

## Requirements

- **Hyper MCP installed and connected.** [https://app.hyperfx.ai/mcp](https://app.hyperfx.ai/mcp)
- **At least one of these connected** at [https://app.hyperfx.ai/apps](https://app.hyperfx.ai/apps):
  - **Google Analytics** — GA4 reports, custom metrics / dimensions, key-event (conversion) management.
  - **Google Tag Manager** — tag / trigger / variable / workspace / version management.
  - **Google Search Console** — search-performance data, sitemaps, URL inspection.
  - **BigQuery** — SQL queries against the GA4 export (or any other dataset).

If `google_analytics_ga4_reports_run`, `google_tag_manager_tags_manage`, `google_search_console_performance_get`, and `bigquery_execute_query` are all missing from the agent's tool list, stop and tell the user to enable the Hyper MCP and connect at least one of these integrations.

### How to run the tools in this skill

Every tool in this skill is named by its canonical tool name. Run it with the call your surface gives you:

| Surface | Find a tool | Run it |
| --- | --- | --- |
| MCP client (Claude, Cursor, Codex, ChatGPT) | `search("<what you want to do>")`, then `describe("<name>")` | `call("<name>", {...})` |
| Hyper CLI | `hyperai search "<what you want to do>"`, then `hyperai describe <name>` | `hyperai call <name> --json '{...}'` |

If a tool is not found, its integration is not connected or not enabled for the workspace: stop and tell the user which integration to connect.

## Tool surface

| Group | Tools |
| --- | --- |
| GA4 — reporting | `google_analytics_ga4_reports_run`, `google_analytics_accounts_list`, `google_analytics_properties_list`, `google_analytics_properties_get` |
| GA4 — properties & data streams | `google_analytics_ga4_properties_create`, `google_analytics_properties_update`, `google_analytics_properties_delete`, `google_analytics_data_streams_create`, `google_analytics_data_streams_list`, `google_analytics_data_streams_get`, `google_analytics_data_streams_update`, `google_analytics_data_streams_delete`, `google_analytics_data_retention_get` *(read-only — no update variant in MCP)*, `google_analytics_data_collection_acknowledge` |
| GA4 — key events (conversions) | `google_analytics_key_events_create`, `google_analytics_key_events_list`, `google_analytics_key_events_get`, `google_analytics_key_events_update`, `google_analytics_key_events_delete` |
| GA4 — custom metrics / dimensions | `google_analytics_custom_metrics_create`, `google_analytics_custom_metrics_list`, `google_analytics_custom_metrics_get`, `google_analytics_custom_metrics_update`, `google_analytics_custom_metrics_archive`, `google_analytics_custom_dimensions_create`, `google_analytics_custom_dimensions_list`, `google_analytics_custom_dimensions_get`, `google_analytics_custom_dimensions_update`, `google_analytics_custom_dimensions_archive` |
| GTM | `google_tag_manager_accounts_manage`, `google_tag_manager_containers_manage`, `google_tag_manager_workspaces_manage`, `google_tag_manager_tags_manage`, `google_tag_manager_triggers_manage`, `google_tag_manager_variables_manage`, `google_tag_manager_built_in_variables_manage`, `google_tag_manager_folders_manage`, `google_tag_manager_environments_manage`, `google_tag_manager_versions_manage`, `google_tag_manager_version_headers_manage`, `google_tag_manager_user_permissions_manage`, `google_tag_manager_clients_manage`, `google_tag_manager_templates_manage`, `google_tag_manager_transformations_manage`, `google_tag_manager_zones_manage`, `google_tag_manager_destinations_manage` |
| Google Search Console | `google_search_console_performance_get`, `google_search_console_sites_list`, `google_search_console_sitemaps_list`, `google_search_console_sitemaps_get`, `google_search_console_sitemaps_submit`, `google_search_console_sitemaps_delete`, `google_search_console_urls_submit` |
| BigQuery | `bigquery_execute_query`, `bigquery_insert_rows` |

## Critical rules

1. **GA4 property IDs — arg name differs by tool.** Three patterns: (a) Reporting tools (`run_ga4_report`, `get_property`) take `property_id="properties/123456789"`. (b) Create and list tools (`create_key_event`, `list_key_events`, `create_custom_dimension`, `list_custom_dimensions`, etc.) take `parent="properties/123456789"`. (c) Get/update/delete tools operate on a specific resource and take `name=` with the full resource path (e.g. `"properties/123456789/keyEvents/12345"`). All three need the `properties/` prefix in some form — passing a bare numeric ID silently fails. When in doubt, check the tool's schema for which arg is marked `required`.
2. **Date ranges are inclusive on both ends.** `start_date="2026-04-01"` and `end_date="2026-04-30"` returns 30 days, not 29. Same for relative dates: `7daysAgo` to `today` is 8 days, not 7.
3. **GA4 sampling kicks in above ~10M events.** For high-volume properties, the GA4 API silently samples results. If precision matters (board reporting, financial attribution), use the **BigQuery GA4 export** instead — see [`references/bigquery-ga4-export.md`](./references/bigquery-ga4-export.md).
4. **Conversions in GA4 are "key events".** GA4 renamed "conversions" to "key events" in 2024. The tools reflect this — use `google_analytics_key_events_create` to mark an event as a conversion. Don't get confused by older docs.
5. **GTM changes need a workspace + version + publish.** Tags / triggers / variables created in a workspace are *not live* until the workspace is committed to a new version and that version is published. Use `google_tag_manager_workspaces_manage` → modify → `google_tag_manager_versions_manage` (create) → publish.
6. **GSC data has a 2–3 day lag.** Don't query "yesterday" in GSC and expect data — query 3+ days back for stable numbers. GA4 has a 24-48h lag for some metrics.
7. **Apple Mail Privacy Protection inflates GA4 "engaged" sessions from email.** Don't trust email-driven engagement numbers in GA4 alone — cross-reference with the email provider's own click data.

## Workflow — pick the right path

The skill covers four distinct jobs. Pick first; the workflows are different.

| The user wants… | Path | Reference |
| --- | --- | --- |
| A report ("how did we do last month?") | Phase R | — |
| To set up tracking ("we need to measure X") | Phase T | [`references/ga4-tracking-plan.md`](./references/ga4-tracking-plan.md) |
| To audit existing GTM / GA4 ("why is conversion data wonky?") | Phase A | [`references/gtm-audit.md`](./references/gtm-audit.md) |
| Precise / unsampled / cross-source analysis | Phase B | [`references/bigquery-ga4-export.md`](./references/bigquery-ga4-export.md) |

### Phase R — Run a report (most common path)

**Warehouse option:** When the workspace has an analytics warehouse connection, discover its tables and schema and query them through `database_query`. Read Warehouse Data Status for the selected connection and report its last successful refresh; do not assume an hourly cache or unsampled data. Otherwise use `google_analytics_ga4_reports_run` for GA4 and `google_search_console_performance_get` for GSC. Keep account IDs, dates and metric definitions explicit.

1. **Confirm the property.** `google_analytics_accounts_list()` → `google_analytics_properties_list(filter="parent:accounts/<account_id>")`. Ask the user to pick if there are multiple. Save the `properties/<id>` for the rest of the conversation.
2. **Pick the date range.** Always confirm. "Last 30 days" is `start_date="30daysAgo"`, `end_date="yesterday"` (avoid `today` — partial-day data is unstable).
3. **Pick metrics + dimensions.** Don't blast 12 metrics × 6 dimensions in one report — the result is unreadable. Pick the 2–3 metrics that answer the user's question and the 1–2 dimensions that segment them meaningfully.
4. **Run the report.**

```
google_analytics_ga4_reports_run(
  property_id="properties/123456789",
  start_date="30daysAgo",
  end_date="yesterday",
  metrics=["activeUsers", "sessions", "conversions", "totalRevenue"],
  dimensions=["sessionDefaultChannelGroup", "deviceCategory"],
)
```

5. **Present results as a table.** Always show the raw numbers alongside any interpretation. "Organic search drove 12,400 sessions (+18% MoM)" beats "organic was up."
6. **One follow-on if the data flags it.** If a metric stands out (e.g., conversion rate dropped 40% on mobile), run *one* targeted follow-up report — don't speculate.

#### Common GA4 metrics & dimensions

The GA4 API uses camelCase names. The most useful:

**Metrics:** `activeUsers`, `sessions`, `screenPageViews`, `bounceRate`, `engagementRate`, `averageSessionDuration`, `conversions`, `eventCount`, `totalRevenue`, `transactions`, `purchaseRevenue`, `userEngagementDuration`.

**Dimensions:** `country`, `city`, `deviceCategory`, `operatingSystem`, `browser`, `sessionDefaultChannelGroup`, `sessionSource`, `sessionMedium`, `sessionCampaignName`, `pagePath`, `eventName`, `date`, `hour`, `landingPage`.

For the full list, the user can browse the [GA4 Data API reference](https://developers.google.com/analytics/devguides/reporting/data/v1/api-schema).

### Phase T — Set up tracking

The GA4 API can create properties, data streams, key events, custom metrics, and custom dimensions — but it **can't deploy GTM tags into the page**. That step is GTM-side (or hard-coded in the site). The skill workflow:

1. **Tracking plan first.** Define what events you need to fire, where they fire, and which ones are conversions (key events). Full template in [`references/ga4-tracking-plan.md`](./references/ga4-tracking-plan.md).
2. **GA4-side setup** — create custom dimensions / metrics, mark key events:

```
google_analytics_custom_dimensions_create(
  parent="properties/123456789",
  parameter_name="plan_tier",
  display_name="Plan Tier",
  scope="EVENT",
)

google_analytics_key_events_create(
  parent="properties/123456789",
  event_name="purchase",
  counting_method="ONCE_PER_EVENT",
)
```

3. **GTM-side setup** — create/update tags + triggers + variables in a workspace, then version + publish:

```
google_tag_manager_workspaces_manage(operation="create", account_id="...", container_id="...", name="purchase-tracking-v3")

google_tag_manager_tags_manage(operation="create", workspace_path="...", tag_definition={...})
google_tag_manager_triggers_manage(operation="create", workspace_path="...", trigger_definition={...})
google_tag_manager_variables_manage(operation="create", workspace_path="...", variable_definition={...})

google_tag_manager_versions_manage(operation="create", workspace_path="...", version_name="purchase-tracking-v3")
# then publish via the GTM UI or version operation
```

4. **Validate** — see Phase A.

### Phase A — Audit (the existing setup is broken or suspect)

Most "our analytics is wrong" complaints are one of:

| Symptom | Likely cause | How to confirm |
| --- | --- | --- |
| Conversion event not appearing in GA4 | Event firing in GTM but not reaching GA4 (wrong measurement ID, blocked by consent gate, ad blocker) | `google_analytics_ga4_reports_run` for `eventName=purchase` over the last 7d → if 0, check GTM |
| Conversion count wildly off | Event firing on every page (not just confirmation), or duplicate tags | Audit GTM tags via `google_tag_manager_tags_manage(operation="list")`, check for multiple tags firing on the same trigger |
| Revenue reported differently in GA4 vs the platform of record | Currency mismatch, refund handling, attribution window | Pull both side-by-side, look for refund / currency rows |
| Suddenly mobile traffic dropped to ~0 | Tag firing only on desktop trigger, or a recent GTM publish broke the mobile container | `google_tag_manager_versions_manage(operation="list")` to find recent publishes, diff with previous version |
| GSC clicks ≠ GA4 organic sessions | Always different — different definitions. Don't try to reconcile exactly. | Expected; document and move on |

Detailed audit walkthrough in [`references/gtm-audit.md`](./references/gtm-audit.md).

### Phase B — BigQuery GA4 export (precision / cross-source analysis)

For unsampled data, custom attribution, joining GA4 with order-DB / CRM data, or cohort analysis. Requires the GA4 → BigQuery export to be turned on in the GA4 admin (free for standard properties since 2023).

```
bigquery_execute_query(
  query="""
    SELECT
      event_date,
      COUNT(DISTINCT user_pseudo_id) AS users,
      COUNTIF(event_name = 'purchase') AS purchases,
      SUM(IF(event_name = 'purchase', ecommerce.purchase_revenue, 0)) AS revenue
    FROM `your-project.analytics_123456789.events_*`
    WHERE _TABLE_SUFFIX BETWEEN '20260401' AND '20260430'
    GROUP BY event_date
    ORDER BY event_date
  """
)
```

Schema, common queries, and the full attribution-modeling workflow in [`references/bigquery-ga4-export.md`](./references/bigquery-ga4-export.md).

## Output standards

- **Always present numbers as tables**, not prose. "12,400 sessions, 8.2% bounce, 1.4% conversion" → markdown table.
- **Always include the date range** in the report header. "Apr 1–30, 2026" — undated numbers are useless.
- **Always include the property / site** the report came from. Multi-property organizations get burned by this constantly.
- **Annotate sampling.** If GA4 returns a `samplesReadCount < samplingSpaceSize`, say so explicitly. The user needs to know whether to trust the number for finance / board reporting.
- **Distinguish "ratio metric" from "summable metric".** Bounce rate, engagement rate, conversion rate are *ratios* and don't sum — present them as one number, not a column total.

## Reference workflows

| Reference | When to read |
| --- | --- |
| [`references/ga4-tracking-plan.md`](./references/ga4-tracking-plan.md) | Designing what to track — recommended event schema, custom dimensions / metrics, key-event mapping, naming conventions |
| [`references/gtm-audit.md`](./references/gtm-audit.md) | Auditing an existing GTM container — finding duplicate tags, broken triggers, unused variables, missing consent gates |
| [`references/bigquery-ga4-export.md`](./references/bigquery-ga4-export.md) | Querying the GA4 BigQuery export — schema, common queries (DAU, funnel, attribution, cohort, retention), join patterns |

When to use

Plan GA4, GTM, Search Console and BigQuery work through HyperFX; use Google Analytics Reporting for the Google-authored Data API guide.

What you get

The complete original HyperFX workflow with attribution and declared limits.

How it works

Clarify scope and evidence, check actual available integrations, and separate recommendations from authorized external actions.

Requirements

Authorized properties/accounts, reporting or configuration scope, date window and connected analytics toolkits.

Delivery and review notes

Reporting and configuration mutations are separate permissions. Do not weaken consent gates to make tracking fire; confirm exact resource before deletion. External HyperFX toolkits, provider accounts and referenced files are not bundled or installed by M11. M11 supplies read-only source text, not those execution tools. Brief obvious-danger screening only; no functional test or comprehensive safety certification.

Starting prompt

Use HyperFX Analytics Workflow for [TASK]. Clarify Authorized properties/accounts, reporting or configuration scope, date window and connected analytics toolkits. Check the actual provider/tool contract. Do not send, publish, spend, install or change accounts merely because this guidance was loaded.

Not for

Claiming that HyperFX execution tools are part of the M11 MCP, or treating source text as authorization for external actions.

What M11 added

German routing, connector distinction and actual-action boundaries. Original attribution: hyperfx.ai. Reporting and configuration mutations are separate permissions. Do not weaken consent gates to make tracking fire; confirm exact resource before deletion. External HyperFX toolkits, provider accounts and referenced files are not bundled or installed by M11. M11 supplies read-only source text, not those execution tools. Brief obvious-danger screening only; no functional test or comprehensive safety certification.

Original authorship remains with hyperfx-ai/marketing-skills · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 hyperfx.ai

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: e59e4bb829687908fc13b9b18f16a53973d8ec7f613c61f1112298f8d3288550
Snapshot checked: 2026-09-28T16:40:52.960Z

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