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skills/marketing-analytics/SKILL.md

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+# Analytics Skill
+
+**Metrics tracking patterns for engagement, reach, conversions, and comprehensive social media reporting**
+
+This skill provides proven frameworks for tracking, analyzing, and reporting on social media performance.
+
+---
+
+## Core Principles
+
+1. **Track What Matters**: Focus on metrics that drive business goals
+2. **Context Over Numbers**: Raw metrics mean nothing without comparison
+3. **Actionable Insights**: Every metric should inform a decision
+4. **Trends Over Snapshots**: Look at patterns, not single data points
+5. **Iterate Based on Data**: Let performance guide strategy
+
+---
+
+## Key Metrics Framework
+
+### Tier 1: North Star Metrics (Track Weekly)
+
+These metrics directly impact business goals:
+
+**Engagement Rate**:
+```
+Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100
+```
+- Most important metric for content quality
+- Shows how compelling your content is
+- Compare to historical average and industry benchmarks
+
+**Follower Growth Rate**:
+```
+Growth Rate = (New Followers - Unfollows) / Starting Followers × 100
+```
+- Indicates account health and reach expansion
+- Track weekly to catch trends early
+- Negative growth signals content/strategy issues
+
+**Click-Through Rate (CTR)**:
+```
+CTR = Clicks / Impressions × 100
+```
+- Measures CTA effectiveness
+- Shows intent and interest level
+- Critical for conversion-focused content
+
+---
+
+### Tier 2: Performance Metrics (Track Daily)
+
+These metrics show content effectiveness:
+
+**Reach**:
+- Unique users who saw your content
+- Organic vs paid breakdown
+- Platform-specific nuances matter
+
+**Impressions**:
+- Total times content was displayed
+- Can exceed reach (same user sees multiple times)
+- High impressions + low engagement = content issue
+
+**Saves (Instagram, LinkedIn)**:
+- Strongest signal of valuable content
+- Algorithm boost on Instagram
+- Users find it reference-worthy
+
+**Shares/Retweets**:
+- Highest value engagement action
+- Extends reach beyond followers
+- Shows content resonates deeply
+
+**Video Completion Rate**:
+```
+Completion Rate = Full Video Views / Video Starts × 100
+```
+- Critical for video content success
+- First 3 seconds make or break
+- Platform algorithms heavily weight this
+
+---
+
+### Tier 3: Vanity Metrics (Context Needed)
+
+These metrics need context to be useful:
+
+**Total Followers**:
+- Growth rate matters more than total
+- 10K engaged followers > 100K dormant followers
+- Quality over quantity
+
+**Total Likes**:
+- Engagement rate is more meaningful
+- Easy, low-value action
+- Likes alone don't indicate success
+
+**Impressions (alone)**:
+- Meaningless without engagement context
+- 1M impressions with 0 engagement = failure
+- Always pair with engagement metrics
+
+---
+
+## Platform-Specific Analytics
+
+### Twitter/X Analytics
+
+**Access**: Twitter Analytics dashboard (analytics.twitter.com)
+
+**Key Metrics to Track**:
+
+1. **Tweet Impressions**: How many times tweets were seen
+2. **Engagement Rate**: Engagements / Impressions
+3. **Profile Visits**: Interest in your account
+4. **Mention**: Brand awareness indicator
+5. **Top Tweet**: What resonated most
+6. **Follower Demographics**: Location, interests
+
+**Twitter-Specific Calculations**:
+
+```
+Amplification Rate = Retweets / Followers × 100
+(Measures share-worthiness)
+
+Applause Rate = Likes / Impressions × 100
+(Measures content resonance)
+
+Conversation Rate = Replies / Impressions × 100
+(Measures discussion generation)
+```
+
+**What to Track**:
+- Best performing tweets by engagement rate
+- Optimal posting times (when YOUR audience engages)
+- Thread performance vs single tweets
+- Media tweet performance (image/video vs text)
+
+**Red Flags**:
+- Declining engagement rate over time
+- High impressions but low engagement (content quality issue)
+- Follower growth plateau or decline
+- Increasing profile visits but not followers (conversion issue)
+
+---
+
+### LinkedIn Analytics
+
+**Access**: LinkedIn Page Analytics
+
+**Key Metrics to Track**:
+
+1. **Impressions**: Organic vs viral breakdown
+2. **Unique Viewers**: How many people saw content
+3. **Engagement Rate**: Total engagements / Impressions
+4. **Click-Through Rate**: Link clicks / Impressions
+5. **Follower Demographics**: Job titles, industries, seniority
+6. **Visitor Analytics**: Who's viewing your profile
+
+**LinkedIn-Specific Metrics**:
+
+```
+Social Selling Index (SSI) = Your professional brand score
+(0-100, track monthly)
+
+Viral Impressions = Shares × Average follower count
+(Measures content spread beyond your network)
+```
+
+**What to Track**:
+- Carousel/Document post performance (typically highest reach)
+- Engagement by post type (article vs native vs link)
+- Connection growth from posts
+- Visitor sources (search, shares, direct)
+
+**LinkedIn Algorithm Signals**:
+- Dwell time (keep readers on platform)
+- Early engagement (first hour crucial)
+- Comments > Reactions > Shares (weighted differently)
+- Personal posts often outperform company page posts
+
+**Red Flags**:
+- Low dwell time (readers leave quickly)
+- High impressions but low unique viewers (shown repeatedly to same people)
+- External link posts get low reach (algorithm penalty)
+
+---
+
+### Instagram Analytics
+
+**Access**: Instagram Insights (in-app)
+
+**Key Metrics to Track**:
+
+1. **Reach**: How many unique accounts saw your content
+2. **Impressions**: Total views (reach × frequency)
+3. **Engagement Rate**: (Likes + Comments + Saves + Shares) / Reach × 100
+4. **Saves**: Strongest quality signal
+5. **Profile Visits**: Interest indicator
+6. **Follows from Post**: Conversion metric
+7. **Story Metrics**: Replies, exits, forward/back taps
+
+**Instagram-Specific Metrics**:
+
+```
+Save Rate = Saves / Reach × 100
+(Instagram's #1 quality signal, aim for >5%)
+
+Story Completion Rate = Final Frame Views / First Frame Views × 100
+(Measures story engagement)
+
+Reel Retention = Average Watch Time / Video Length × 100
+(Critical for Reels performance)
+```
+
+**What to Track**:
+- Reel performance (reach beyond followers)
+- Carousel save rate (educational content indicator)
+- Story engagement features (polls, questions, quizzes)
+- Best hashtag sets (track performance by rotation set)
+
+**Instagram Algorithm Signals**:
+- Saves (highest priority)
+- Shares to DMs (strong signal)
+- Time spent on post (dwell time)
+- Comments and replies
+- Profile visits after seeing post
+
+**Red Flags**:
+- Low save rate (<2% consistently)
+- High exits on Stories (losing viewers)
+- Reach not extending beyond followers (algorithm not boosting)
+- Decreasing Reel views (trend fatigue)
+
+---
+
+### Facebook Analytics
+
+**Access**: Facebook Page Insights
+
+**Key Metrics to Track**:
+
+1. **Reach**: Organic vs paid breakdown
+2. **Engagement Rate**: Actions / Reach × 100
+3. **Video Views**: Total and average watch time
+4. **Page Views**: Interest in your business
+5. **Page Likes**: Growth over time
+6. **Post Clicks**: Link clicks, photo views
+
+**Facebook-Specific Metrics**:
+
+```
+Engagement Rate = (Reactions + Comments + Shares + Clicks) / Reach × 100
+
+Video Retention = Average Watch Time / Video Length × 100
+(Critical for video content)
+
+Virality = Shares / Reach × 100
+(How share-worthy is your content)
+```
+
+**What to Track**:
+- Organic reach decline (typical, plan accordingly)
+- Video completion rates (Facebook prioritizes video)
+- Peak online times (when to post)
+- Top posts by reach and engagement
+
+**Facebook Algorithm Signals**:
+- Meaningful interactions (comments, shares > likes)
+- Time spent on post (video watch time)
+- Friends/family engagement (weighted higher)
+- Recency (newer content prioritized)
+
+**Red Flags**:
+- Declining organic reach (common but track rate)
+- Low video completion rates (<25%)
+- High negative feedback (hide post, report, unlike)
+
+---
+
+### TikTok Analytics
+
+**Access**: TikTok Pro Account (in-app)
+
+**Key Metrics to Track**:
+
+1. **Video Views**: Total plays
+2. **Average Watch Time**: How long viewers stay
+3. **Completion Rate**: % who watch to end
+4. **Engagement Rate**: (Likes + Comments + Shares) / Views × 100
+5. **Traffic Source**: FYP vs Following vs other
+6. **Follower Growth**: New followers per video
+
+**TikTok-Specific Metrics**:
+
+```
+Completion Rate = Full Video Watches / Video Starts × 100
+(Most important TikTok metric, aim for >50%)
+
+Loop Rate = Replays / Video Views × 100
+(Strong signal to algorithm)
+
+FYP Ratio = FYP Views / Total Views × 100
+(>70% means algorithm is promoting you)
+```
+
+**What to Track**:
+- First 3-second retention (make or break moment)
+- Traffic source breakdown (FYP vs Following)
+- Trending sounds performance
+- Watch-through patterns (where viewers drop off)
+
+**TikTok Algorithm Signals**:
+- Completion rate (highest priority)
+- Rewatches/loops (strong signal)
+- Shares (highest value action)
+- Comments (conversation value)
+- Not interested/hidden (negative signals)
+
+**Red Flags**:
+- Low FYP percentage (<30%)
+- Drop-offs in first 3 seconds (hook failure)
+- Low completion rate (<25%)
+- Declining views despite follower growth
+
+---
+
+## Analytics Reporting Framework
+
+### Executive Summary Template
+
+```
+SOCIAL MEDIA PERFORMANCE REPORT
+Period: [Date Range]
+Generated: [Date]
+
+═══════════════════════════════════════
+EXECUTIVE SUMMARY
+═══════════════════════════════════════
+
+Overall Performance: [↑/↓ X% vs previous period]
+
+KEY METRICS:
+• Total Reach: [Number] ([+/- X%])
+• Total Engagement: [Number] ([+/- X%])
+• Engagement Rate: [X%] ([+/- X%])
+• Follower Growth: [Number] ([+/- X%])
+• Link Clicks: [Number] ([+/- X%])
+
+TOP 3 INSIGHTS:
+1. [Most important finding with impact]
+2. [Second key insight]
+3. [Third key insight]
+
+TOP CONTENT:
+1. [Platform] - [Post preview] - [Engagement metric]
+2. [Platform] - [Post preview] - [Engagement metric]
+3. [Platform] - [Post preview] - [Engagement metric]
+
+ACTION ITEMS:
+1. [High-priority recommendation]
+2. [Medium-priority recommendation]
+3. [Low-priority recommendation]
+```
+
+---
+
+### Platform-by-Platform Breakdown
+
+```
+═══════════════════════════════════════
+[PLATFORM NAME]
+═══════════════════════════════════════
+
+OVERVIEW:
+• Followers: [Number] ([+/- X] | [+/- X%])
+• Reach: [Number] ([+/- X%])
+• Engagement Rate: [X%] ([+/- X%])
+
+CONTENT PERFORMANCE:
+• Posts Published: [Number]
+• Avg Engagement Rate: [X%]
+• Best Performing Post: [Preview]
+  - Reach: [Number]
+  - Engagement: [Number]
+  - Why it worked: [Analysis]
+
+AUDIENCE INSIGHTS:
+• Top Demographics: [Age, location, interests]
+• Peak Activity Times: [Time ranges]
+• Growth Sources: [Where new followers came from]
+
+TRENDS:
+• [Positive trend observed]
+• [Negative trend observed]
+• [Neutral observation]
+
+RECOMMENDATIONS:
+1. [Specific actionable recommendation]
+2. [Another recommendation]
+```
+
+---
+
+### Content Type Analysis
+
+```
+═══════════════════════════════════════
+CONTENT TYPE PERFORMANCE
+═══════════════════════════════════════
+
+EDUCATIONAL CONTENT:
+• Posts: [Number]
+• Avg Engagement Rate: [X%]
+• Top Performing: [Post preview]
+• Recommendation: [More/Less/Maintain]
+
+PROMOTIONAL CONTENT:
+• Posts: [Number]
+• Avg Engagement Rate: [X%]
+• Top Performing: [Post preview]
+• Recommendation: [More/Less/Maintain]
+
+BEHIND-THE-SCENES:
+• Posts: [Number]
+• Avg Engagement Rate: [X%]
+• Top Performing: [Post preview]
+• Recommendation: [More/Less/Maintain]
+
+USER-GENERATED CONTENT:
+• Posts: [Number]
+• Avg Engagement Rate: [X%]
+• Top Performing: [Post preview]
+• Recommendation: [More/Less/Maintain]
+
+INSIGHT: [Which content type to focus on and why]
+```
+
+---
+
+### Hashtag Performance Analysis
+
+```
+═══════════════════════════════════════
+HASHTAG PERFORMANCE
+═══════════════════════════════════════
+
+TOP PERFORMING HASHTAGS:
+1. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]
+2. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]
+3. #[Tag] - Avg Reach: [Number] | Avg Engagement: [Number]
+
+UNDERPERFORMING HASHTAGS (Remove):
+1. #[Tag] - Low reach/engagement
+2. #[Tag] - Low reach/engagement
+
+NEW HASHTAGS TO TEST:
+1. #[Tag] - [Why test this]
+2. #[Tag] - [Why test this]
+
+ROTATION SET PERFORMANCE:
+• Set A (Mon/Wed/Fri): Avg Reach [Number]
+• Set B (Tue/Thu): Avg Reach [Number]
+• Set C (Sat/Sun): Avg Reach [Number]
+
+RECOMMENDATION: [Strategy adjustment based on data]
+```
+
+---
+
+### Posting Time Analysis
+
+```
+═══════════════════════════════════════
+OPTIMAL POSTING TIMES
+═══════════════════════════════════════
+
+CURRENT SCHEDULE:
+• Monday: [Times]
+• Tuesday: [Times]
+• Wednesday: [Times]
+[etc.]
+
+BEST PERFORMING TIMES (by engagement):
+1. [Day] at [Time] - Avg Engagement: [X%]
+2. [Day] at [Time] - Avg Engagement: [X%]
+3. [Day] at [Time] - Avg Engagement: [X%]
+
+WORST PERFORMING TIMES:
+1. [Day] at [Time] - Avg Engagement: [X%]
+2. [Day] at [Time] - Avg Engagement: [X%]
+
+SCHEDULE OPTIMIZATION:
+• Add posts: [Day/Time slots]
+• Remove/Shift posts: [Day/Time slots]
+• Expected impact: [+/- X% engagement]
+```
+
+---
+
+## Competitive Benchmarking
+
+### Competitor Analysis Framework
+
+```
+═══════════════════════════════════════
+COMPETITOR BENCHMARKING
+═══════════════════════════════════════
+
+COMPETITOR 1: [Name]
+• Followers: [Number]
+• Posting Frequency: [X posts/week]
+• Avg Engagement Rate: [X%]
+• Content Strategy: [Observations]
+• What they do well: [Strength]
+• Gap/Opportunity: [What we can do better]
+
+COMPETITOR 2: [Name]
+• Followers: [Number]
+• Posting Frequency: [X posts/week]
+• Avg Engagement Rate: [X%]
+• Content Strategy: [Observations]
+• What they do well: [Strength]
+• Gap/Opportunity: [What we can do better]
+
+OUR POSITION:
+• Follower Comparison: [Behind/Ahead by X]
+• Engagement Comparison: [Higher/Lower by X%]
+• Content Gaps: [What competitors do that we don't]
+• Unique Strengths: [What we do better]
+
+ACTIONS:
+1. [Competitive strategy adjustment]
+2. [Content gap to fill]
+```
+
+---
+
+## ROI Calculation
+
+### Organic Social Media ROI
+
+```
+ROI = (Value Generated - Time Investment) / Time Investment × 100
+
+Where:
+Value Generated =
+  (Conversions × Average Value) +
+  (Brand Awareness Value) +
+  (Customer Support Savings)
+
+Time Investment =
+  (Content Creation Hours × Hourly Rate) +
+  (Management Hours × Hourly Rate)
+```
+
+### Example Calculation:
+
+```
+TIME INVESTMENT:
+• Content creation: 10 hrs/week × $50/hr = $500
+• Management: 5 hrs/week × $50/hr = $250
+• Total weekly investment: $750
+
+VALUE GENERATED:
+• Conversions: 20 sign-ups × $100 LTV = $2,000
+• Brand awareness: Est. $500 (reach equivalent)
+• Support savings: $200 (community answers questions)
+• Total weekly value: $2,700
+
+ROI = ($2,700 - $750) / $750 × 100 = 260% ROI
+```
+
+---
+
+## A/B Testing Framework
+
+### What to Test
+
+**Content Variables**:
+- Post copy variations (hooks, lengths)
+- Visual styles (photos vs graphics vs videos)
+- CTA placement (beginning vs end)
+- Hashtag sets (different mixes)
+- Emoji usage (amount and placement)
+
+**Timing Variables**:
+- Post times (morning vs afternoon vs evening)
+- Days of week (weekday vs weekend)
+- Frequency (1x vs 2x vs 3x per day)
+
+**Format Variables**:
+- Single image vs carousel
+- Video length (15s vs 30s vs 60s)
+- Thread vs single post
+- Link post vs native content
+
+### Testing Methodology
+
+1. **Define Hypothesis**:
+   "We believe [changing X] will increase [metric Y] by [Z%]"
+
+2. **Test One Variable**:
+   Change only ONE thing at a time
+
+3. **Minimum Sample Size**:
+   At least 30 posts per variation for statistical significance
+
+4. **Control for Timing**:
+   Test same day/time to remove timing variable
+
+5. **Measure Results**:
+   Compare engagement rate, not absolute numbers
+
+6. **Implement Learnings**:
+   Apply winning variation to strategy
+
+---
+
+## Analytics Tools & Resources
+
+### Native Platform Tools (Free)
+
+**Twitter Analytics**:
+- Tweet activity dashboard
+- Audience insights
+- Export data (CSV)
+
+**LinkedIn Analytics**:
+- Page analytics
+- Visitor analytics
+- Competitor analytics
+
+**Instagram Insights**:
+- Account insights (requires business/creator account)
+- Post and story insights
+- Audience demographics
+
+**Facebook Insights**:
+- Page performance
+- Post analytics
+- Audience insights
+
+**TikTok Analytics**:
+- Video insights (requires pro account)
+- Follower insights
+- Trending content
+
+---
+
+### Third-Party Tools (Paid)
+
+**All-in-One Platforms**:
+- Sprout Social: Comprehensive analytics + scheduling
+- Hootsuite: Multi-platform management + reporting
+- Buffer: Simple analytics + scheduling
+
+**Advanced Analytics**:
+- Rival IQ: Competitive analysis
+- Brandwatch: Social listening + analytics
+- Iconosquare: Instagram/Facebook focused
+
+**Reporting Tools**:
+- Google Data Studio: Custom dashboards (free)
+- Tableau: Advanced visualizations
+- Supermetrics: Data aggregation to Google Sheets/Excel
+
+---
+
+## Data Visualization Best Practices
+
+### Chart Types for Different Metrics
+
+**Line Charts**: Trends over time
+- Follower growth
+- Engagement rate trends
+- Posting frequency vs engagement
+
+**Bar Charts**: Comparisons
+- Platform performance comparison
+- Content type performance
+- Day of week analysis
+
+**Pie Charts**: Composition (use sparingly)
+- Traffic sources
+- Audience demographics
+- Content type distribution
+
+**Heatmaps**: Time-based patterns
+- Best posting times by day/hour
+- Engagement patterns by day
+
+**Tables**: Detailed data
+- Post-by-post performance
+- Hashtag performance breakdown
+- Competitor comparison
+
+---
+
+## Red Flags & Troubleshooting
+
+### Engagement Rate Declining
+
+**Possible Causes**:
+- Content quality drop
+- Posting too frequently or infrequently
+- Algorithm change
+- Audience fatigue with content type
+- Hashtags shadowbanned
+
+**Diagnostic Steps**:
+1. Compare to industry benchmarks (platform-wide decline?)
+2. Analyze top posts vs recent posts (what changed?)
+3. Check hashtag performance (banned or ineffective?)
+4. Review posting frequency (too much/too little?)
+5. Survey audience (ask what they want)
+
+**Solutions**:
+- Refresh content mix (new formats, topics)
+- Adjust posting frequency
+- Update hashtag strategy
+- Increase video content (algorithms prioritize)
+- Engage more with community (algorithm boost)
+
+---
+
+### Follower Growth Stalled
+
+**Possible Causes**:
+- Reach not extending beyond current followers
+- Content not shareable
+- Profile not optimized for conversions
+- Not using growth tactics (collaborations, trending content)
+
+**Diagnostic Steps**:
+1. Check reach metrics (reaching new accounts?)
+2. Analyze share rates (is content share-worthy?)
+3. Review profile optimization (clear value prop?)
+4. Compare to competitors (market-wide issue?)
+
+**Solutions**:
+- Create more shareable content
+- Optimize profile bio and CTA
+- Collaborate with others (cross-promotion)
+- Leverage trending topics/sounds
+- Use platform growth features (Reels, carousels)
+
+---
+
+### High Reach, Low Engagement
+
+**Possible Causes**:
+- Wrong audience being reached
+- Content not compelling enough to engage
+- Weak or missing CTA
+- Audience mismatch with content
+
+**Diagnostic Steps**:
+1. Check audience demographics (right people?)
+2. Analyze content quality (valuable enough?)
+3. Review CTAs (clear and compelling?)
+4. Compare to high-engagement posts (what's different?)
+
+**Solutions**:
+- Refine hashtag strategy (better audience targeting)
+- Improve content quality/depth
+- Add stronger CTAs
+- Create more engagement-focused content (polls, questions)
+
+---
+
+## Analytics Reporting Schedule
+
+### Daily Monitoring (5-10 minutes)
+
+- Check engagement on new posts
+- Respond to comments
+- Note any viral or underperforming content
+- Monitor trending topics/hashtags
+
+### Weekly Review (30-60 minutes)
+
+- Calculate engagement rates by platform
+- Identify top 3 posts and why they worked
+- Track follower growth
+- Update posting time strategy if needed
+- Plan next week's content based on learnings
+
+### Monthly Deep Dive (2-3 hours)
+
+- Full platform-by-platform analysis
+- Content type performance review
+- Hashtag performance audit
+- Competitive benchmarking
+- Create comprehensive report
+- Strategic adjustments for next month
+
+### Quarterly Strategic Review (4-5 hours)
+
+- ROI calculation
+- Long-term trend analysis
+- Major strategy pivots if needed
+- Goal setting for next quarter
+- Tool/process optimization
+- Team performance review
+
+---
+
+**Version**: 1.0
+**Last Updated**: January 2025
+**Platform Coverage**: Twitter/X, LinkedIn, Instagram, Facebook, TikTok
+**Metrics Tracked**: 50+ key performance indicators
+**Frameworks Included**: Reporting, benchmarking, ROI calculation, A/B testing