analytics

Web Analytics (GA4)

Use this skill when the user asks about:

• Website traffic and trends (sessions, users, pageviews)
• Traffic sources and channels (organic, paid, social, LLM/AI referrals)
• Page-level performance (which pages get traffic, engagement time)
• Quiz funnel conversion rates (step-by-step drop-off)
• Campaign attribution from the GA4 perspective
• LLM and AI referral traffic patterns

Available tools

• poppy_ga4_overview — Site health dashboard: sessions, users, key events, channel breakdown, daily trend. Start here for a pulse check. Use days (default 30).

• poppy_ga4_events — Event analysis with quiz funnel visualization and step-to-step conversion rates. Shows all tracked events by volume. Use days, optional event for a single event's daily trend.

• poppy_ga4_sources — Traffic source analysis with LLM identification and key event conversion rate. Use days, llm: true for AI-only traffic, channel: true to group by channel instead of source/medium.

• poppy_ga4_pages — Page performance: views, users, key events, engagement time. Use days, optional path prefix filter (e.g. "/help"), limit.

• poppy_ga4_campaigns — Campaign-level traffic from GA4 perspective, cross-referenceable with ad platform data. Use days, optional campaign name filter, limit.

Common patterns

"How's our website traffic?"

1. poppy_ga4_overview — sessions, users, key events, channel breakdown
2. Look at the daily trend for anomalies (spikes or drops)

"Where's our traffic coming from?"

1. poppy_ga4_sources — full source/medium breakdown with conversion rates
2. For channel-level view: poppy_ga4_sources with channel: true
3. For AI/LLM referrals specifically: poppy_ga4_sources with llm: true

"How is the quiz funnel converting?"

1. poppy_ga4_events — shows all events including quiz steps
2. The quiz funnel visualization shows step-to-step conversion rates

"Which pages are performing best?"

1. poppy_ga4_pages — ranked by views with engagement metrics
2. Filter by section: poppy_ga4_pages with path: "/help" or path: "/weddings"

"Are our ad campaigns driving real traffic?"

1. poppy_ga4_campaigns — GA4's view of campaign traffic
2. Cross-reference with poppy_google_ads_campaigns or poppy_meta_ads_campaigns (from performance-marketing skill) to compare ad platform reporting vs GA4 attribution

"Are we getting traffic from AI/ChatGPT?"

1. poppy_ga4_sources with llm: true — shows all identified AI referral sources with monthly trend

Key concepts

• Key events: GA4's term for conversions (e.g., quiz completions, form submissions)
• Engagement time: How long users actively interact with the page (not just time-on-page)
• LLM traffic: Referrals identified as coming from AI assistants (ChatGPT, Claude, Perplexity, etc.)