@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/domain/marketing-ops/references/activate/analytics.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20
+stage: activate
+upstream_path: skills/analytics/SKILL.md
+---
+
+> **Adjacency:** This skill is part of the [`marketing-ops`](../../SKILL.md) umbrella, organized by funnel stage (activate). For Brazilian direct-response methodology (3-Document Protocol, Schwartz awareness levels, Anti-AI Copy Detection, ROAS viability, WhatsApp formats), see [`digital-marketing/SKILL.md`](../../../digital-marketing/SKILL.md). For page-level SaaS copy, see [`general/copywriting/SKILL.md`](../../../../general/copywriting/SKILL.md). For email delivery use [`general/resend-email`](../../../../general/resend-email/SKILL.md), for visuals [`general/image-gen`](../../../../general/image-gen/SKILL.md), for decks [`general/blkskrn`](../../../../general/blkskrn/SKILL.md).
+
+---
+
+# Analytics Tracking
+
+You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before implementing tracking, understand:
+
+1. **Business Context** - What decisions will this data inform? What are key conversions?
+2. **Current State** - What tracking exists? What tools are in use?
+3. **Technical Context** - What's the tech stack? Any privacy/compliance requirements?
+
+---
+
+## Core Principles
+
+### 1. Track for Decisions, Not Data
+
+- Every event should inform a decision
+- Avoid vanity metrics
+- Quality > quantity of events
+
+### 2. Start with the Questions
+
+- What do you need to know?
+- What actions will you take based on this data?
+- Work backwards to what you need to track
+
+### 3. Name Things Consistently
+
+- Naming conventions matter
+- Establish patterns before implementing
+- Document everything
+
+### 4. Maintain Data Quality
+
+- Validate implementation
+- Monitor for issues
+- Clean data > more data
+
+---
+
+## Tracking Plan Framework
+
+### Structure
+
+```
+Event Name | Category | Properties | Trigger | Notes
+---------- | -------- | ---------- | ------- | -----
+```
+
+### Event Types
+
+| Type               | Examples                                         |
+| ------------------ | ------------------------------------------------ |
+| Pageviews          | Automatic, enhanced with metadata                |
+| User Actions       | Button clicks, form submissions, feature usage   |
+| System Events      | Signup completed, purchase, subscription changed |
+| Custom Conversions | Goal completions, funnel stages                  |
+
+**For comprehensive event lists**: See [references/event-library.md](references/event-library.md)
+
+---
+
+## Event Naming Conventions
+
+### Recommended Format: Object-Action
+
+```
+signup_completed
+button_clicked
+form_submitted
+article_read
+checkout_payment_completed
+```
+
+### Best Practices
+
+- Lowercase with underscores
+- Be specific: `cta_hero_clicked` vs. `button_clicked`
+- Include context in properties, not event name
+- Avoid spaces and special characters
+- Document decisions
+
+---
+
+## Essential Events
+
+### Marketing Site
+
+| Event            | Properties            |
+| ---------------- | --------------------- |
+| cta_clicked      | button_text, location |
+| form_submitted   | form_type             |
+| signup_completed | method, source        |
+| demo_requested   | -                     |
+
+### Product/App
+
+| Event                     | Properties             |
+| ------------------------- | ---------------------- |
+| onboarding_step_completed | step_number, step_name |
+| feature_used              | feature_name           |
+| purchase_completed        | plan, value            |
+| subscription_cancelled    | reason                 |
+
+**For full event library by business type**: See [references/event-library.md](references/event-library.md)
+
+---
+
+## Event Properties
+
+### Standard Properties
+
+| Category | Properties                                |
+| -------- | ----------------------------------------- |
+| Page     | page_title, page_location, page_referrer  |
+| User     | user_id, user_type, account_id, plan_type |
+| Campaign | source, medium, campaign, content, term   |
+| Product  | product_id, product_name, category, price |
+
+### Best Practices
+
+- Use consistent property names
+- Include relevant context
+- Don't duplicate automatic properties
+- Avoid PII in properties
+
+---
+
+## GA4 Implementation
+
+### Quick Setup
+
+1. Create GA4 property and data stream
+2. Install gtag.js or GTM
+3. Enable enhanced measurement
+4. Configure custom events
+5. Mark conversions in Admin
+
+### Custom Event Example
+
+```javascript
+gtag("event", "signup_completed", {
+  method: "email",
+  plan: "free",
+});
+```
+
+**For detailed GA4 implementation**: See [references/ga4-implementation.md](references/ga4-implementation.md)
+
+---
+
+## Google Tag Manager
+
+### Container Structure
+
+| Component | Purpose                                 |
+| --------- | --------------------------------------- |
+| Tags      | Code that executes (GA4, pixels)        |
+| Triggers  | When tags fire (page view, click)       |
+| Variables | Dynamic values (click text, data layer) |
+
+### Data Layer Pattern
+
+```javascript
+dataLayer.push({
+  event: "form_submitted",
+  form_name: "contact",
+  form_location: "footer",
+});
+```
+
+**For detailed GTM implementation**: See [references/gtm-implementation.md](references/gtm-implementation.md)
+
+---
+
+## UTM Parameter Strategy
+
+### Standard Parameters
+
+| Parameter    | Purpose                | Example            |
+| ------------ | ---------------------- | ------------------ |
+| utm_source   | Traffic source         | google, newsletter |
+| utm_medium   | Marketing medium       | cpc, email, social |
+| utm_campaign | Campaign name          | spring_sale        |
+| utm_content  | Differentiate versions | hero_cta           |
+| utm_term     | Paid search keywords   | running+shoes      |
+
+### Naming Conventions
+
+- Lowercase everything
+- Use underscores or hyphens consistently
+- Be specific but concise: `blog_footer_cta`, not `cta1`
+- Document all UTMs in a spreadsheet
+
+---
+
+## Debugging and Validation
+
+### Testing Tools
+
+| Tool               | Use For                            |
+| ------------------ | ---------------------------------- |
+| GA4 DebugView      | Real-time event monitoring         |
+| GTM Preview Mode   | Test triggers before publish       |
+| Browser Extensions | Tag Assistant, dataLayer Inspector |
+
+### Validation Checklist
+
+- [ ] Events firing on correct triggers
+- [ ] Property values populating correctly
+- [ ] No duplicate events
+- [ ] Works across browsers and mobile
+- [ ] Conversions recorded correctly
+- [ ] No PII leaking
+
+### Common Issues
+
+| Issue             | Check                                     |
+| ----------------- | ----------------------------------------- |
+| Events not firing | Trigger config, GTM loaded                |
+| Wrong values      | Variable path, data layer structure       |
+| Duplicate events  | Multiple containers, trigger firing twice |
+
+---
+
+## Privacy and Compliance
+
+### Considerations
+
+- Cookie consent required in EU/UK/CA
+- No PII in analytics properties
+- Data retention settings
+- User deletion capabilities
+
+### Implementation
+
+- Use consent mode (wait for consent)
+- IP anonymization
+- Only collect what you need
+- Integrate with consent management platform
+
+---
+
+## Output Format
+
+### Tracking Plan Document
+
+```markdown
+# [Site/Product] Tracking Plan
+
+## Overview
+
+- Tools: GA4, GTM
+- Last updated: [Date]
+
+## Events
+
+| Event Name       | Description           | Properties   | Trigger      |
+| ---------------- | --------------------- | ------------ | ------------ |
+| signup_completed | User completes signup | method, plan | Success page |
+
+## Custom Dimensions
+
+| Name      | Scope | Parameter |
+| --------- | ----- | --------- |
+| user_type | User  | user_type |
+
+## Conversions
+
+| Conversion | Event            | Counting         |
+| ---------- | ---------------- | ---------------- |
+| Signup     | signup_completed | Once per session |
+```
+
+---
+
+## Task-Specific Questions
+
+1. What tools are you using (GA4, Mixpanel, etc.)?
+2. What key actions do you want to track?
+3. What decisions will this data inform?
+4. Who implements - dev team or marketing?
+5. Are there privacy/consent requirements?
+6. What's already tracked?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key analytics tools:
+
+| Tool          | Best For                              | MCP | Guide                                                 |
+| ------------- | ------------------------------------- | :-: | ----------------------------------------------------- |
+| **GA4**       | Web analytics, Google ecosystem       |  ✓  | [ga4.md](../../tools/integrations/ga4.md)             |
+| **Mixpanel**  | Product analytics, event tracking     |  -  | [mixpanel.md](../../tools/integrations/mixpanel.md)   |
+| **Amplitude** | Product analytics, cohort analysis    |  -  | [amplitude.md](../../tools/integrations/amplitude.md) |
+| **PostHog**   | Open-source analytics, session replay |  -  | [posthog.md](../../tools/integrations/posthog.md)     |
+| **Segment**   | Customer data platform, routing       |  -  | [segment.md](../../tools/integrations/segment.md)     |
+
+---
+
+## Related Skills
+
+- **ab-testing**: For experiment tracking
+- **seo-audit**: For organic traffic analysis
+- **cro**: For conversion optimization (uses this data)
+- **revops**: For pipeline metrics, CRM tracking, and revenue attribution

package/.merlin-core/skills/domain/marketing-ops/references/activate/copy-editing.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (pointer)
+stage: activate
+pointer_to: ../../../../general/copy-editing/SKILL.md
+---
+
+# copy-editing — pointer
+
+This skill's authoritative body lives at [`../../../../general/copy-editing/SKILL.md`](../../../../general/copy-editing/SKILL.md).
+
+**What's there:** General skill — Seven Sweeps Framework + Expert Panel Scoring for editing/refining existing copy. Created in Phase E from upstream v2.0.0.
+
+**Why a pointer:** Avoid duplicating the body in two places. The funnel-stage organization under `marketing-ops/` cross-references it; the canonical home stays where it lives.
+
+**Upstream:** General skill — see ../../../../general/copy-editing/SKILL.md for body.
+
+**Adjacency:** Part of the [`marketing-ops`](../../SKILL.md) umbrella.

package/.merlin-core/skills/domain/marketing-ops/references/activate/copywriting.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (pointer)
+stage: activate
+pointer_to: ../../../../general/copywriting/SKILL.md
+---
+
+# copywriting — pointer
+
+This skill's authoritative body lives at [`../../../../general/copywriting/SKILL.md`](../../../../general/copywriting/SKILL.md).
+
+**What's there:** General skill — page-level SaaS copy (homepage, LP, pricing, feature, about). Re-synced to upstream v2.0.0 in Phase E.
+
+**Why a pointer:** Avoid duplicating the body in two places. The funnel-stage organization under `marketing-ops/` cross-references it; the canonical home stays where it lives.
+
+**Upstream:** General skill — see ../../../../general/copywriting/SKILL.md for body.
+
+**Adjacency:** Part of the [`marketing-ops`](../../SKILL.md) umbrella.

package/.merlin-core/skills/domain/marketing-ops/references/activate/cro/references/experiments.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: activate
+skill: cro
+upstream_path: skills/cro/references/experiments.md
+---
+
+# experiments — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/cro/references/experiments.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/cro/references/experiments.md
+
+**Parent skill:** [`../cro.md`](../cro.md) (stage: activate)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/activate/cro/references/experiments.md`, then prepend the standard Adjacency header.

package/.merlin-core/skills/domain/marketing-ops/references/activate/cro/references/form.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: activate
+skill: cro
+upstream_path: skills/cro/references/form.md
+---
+
+# form — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/cro/references/form.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/cro/references/form.md
+
+**Parent skill:** [`../cro.md`](../cro.md) (stage: activate)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/activate/cro/references/form.md`, then prepend the standard Adjacency header.

package/.merlin-core/skills/domain/marketing-ops/references/activate/cro.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20
+stage: activate
+upstream_path: skills/cro/SKILL.md
+---
+
+> **Adjacency:** This skill is part of the [`marketing-ops`](../../SKILL.md) umbrella, organized by funnel stage (activate). For Brazilian direct-response methodology (3-Document Protocol, Schwartz awareness levels, Anti-AI Copy Detection, ROAS viability, WhatsApp formats), see [`digital-marketing/SKILL.md`](../../../digital-marketing/SKILL.md). For page-level SaaS copy, see [`general/copywriting/SKILL.md`](../../../../general/copywriting/SKILL.md). For email delivery use [`general/resend-email`](../../../../general/resend-email/SKILL.md), for visuals [`general/image-gen`](../../../../general/image-gen/SKILL.md), for decks [`general/blkskrn`](../../../../general/blkskrn/SKILL.md).
+
+---
+
+# Conversion Rate Optimization (CRO)
+
+You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before providing recommendations, identify:
+
+1. **Page Type**: Homepage, landing page, pricing, feature, blog, about, other
+2. **Primary Conversion Goal**: Sign up, request demo, purchase, subscribe, download, contact sales
+3. **Traffic Context**: Where are visitors coming from? (organic, paid, email, social)
+
+---
+
+## CRO Analysis Framework
+
+Analyze the page across these dimensions, in order of impact:
+
+### 1. Value Proposition Clarity (Highest Impact)
+
+**Check for:**
+
+- Can a visitor understand what this is and why they should care within 5 seconds?
+- Is the primary benefit clear, specific, and differentiated?
+- Is it written in the customer's language (not company jargon)?
+
+**Common issues:**
+
+- Feature-focused instead of benefit-focused
+- Too vague or too clever (sacrificing clarity)
+- Trying to say everything instead of the most important thing
+
+### 2. Headline Effectiveness
+
+**Evaluate:**
+
+- Does it communicate the core value proposition?
+- Is it specific enough to be meaningful?
+- Does it match the traffic source's messaging?
+
+**Strong headline patterns:**
+
+- Outcome-focused: "Get [desired outcome] without [pain point]"
+- Specificity: Include numbers, timeframes, or concrete details
+- Social proof: "Join 10,000+ teams who..."
+
+### 3. CTA Placement, Copy, and Hierarchy
+
+**Primary CTA assessment:**
+
+- Is there one clear primary action?
+- Is it visible without scrolling?
+- Does the button copy communicate value, not just action?
+  - Weak: "Submit," "Sign Up," "Learn More"
+  - Strong: "Start Free Trial," "Get My Report," "See Pricing"
+
+**CTA hierarchy:**
+
+- Is there a logical primary vs. secondary CTA structure?
+- Are CTAs repeated at key decision points?
+
+### 4. Visual Hierarchy and Scannability
+
+**Check:**
+
+- Can someone scanning get the main message?
+- Are the most important elements visually prominent?
+- Is there enough white space?
+- Do images support or distract from the message?
+
+### 5. Trust Signals and Social Proof
+
+**Types to look for:**
+
+- Customer logos (especially recognizable ones)
+- Testimonials (specific, attributed, with photos)
+- Case study snippets with real numbers
+- Review scores and counts
+- Security badges (where relevant)
+
+**Placement:** Near CTAs and after benefit claims
+
+### 6. Objection Handling
+
+**Common objections to address:**
+
+- Price/value concerns
+- "Will this work for my situation?"
+- Implementation difficulty
+- "What if it doesn't work?"
+
+**Address through:** FAQ sections, guarantees, comparison content, process transparency
+
+### 7. Friction Points
+
+**Look for:**
+
+- Too many form fields
+- Unclear next steps
+- Confusing navigation
+- Required information that shouldn't be required
+- Mobile experience issues
+- Long load times
+
+---
+
+## Output Format
+
+Structure your recommendations as:
+
+### Quick Wins (Implement Now)
+
+Easy changes with likely immediate impact.
+
+### High-Impact Changes (Prioritize)
+
+Bigger changes that require more effort but will significantly improve conversions.
+
+### Test Ideas
+
+Hypotheses worth A/B testing rather than assuming.
+
+### Copy Alternatives
+
+For key elements (headlines, CTAs), provide 2-3 alternatives with rationale.
+
+---
+
+## Page-Specific Frameworks
+
+### Homepage CRO
+
+- Clear positioning for cold visitors
+- Quick path to most common conversion
+- Handle both "ready to buy" and "still researching"
+
+### Landing Page CRO
+
+- Message match with traffic source
+- Single CTA (remove navigation if possible)
+- Complete argument on one page
+
+### Pricing Page CRO
+
+- Clear plan comparison
+- Recommended plan indication
+- Address "which plan is right for me?" anxiety
+
+### Feature Page CRO
+
+- Connect feature to benefit
+- Use cases and examples
+- Clear path to try/buy
+
+### Blog Post CRO
+
+- Contextual CTAs matching content topic
+- Inline CTAs at natural stopping points
+
+---
+
+## Experiment Ideas
+
+When recommending experiments, consider tests for:
+
+- Hero section (headline, visual, CTA)
+- Trust signals and social proof placement
+- Pricing presentation
+- Form optimization
+- Navigation and UX
+
+**For comprehensive experiment ideas by page type**: See [references/experiments.md](references/experiments.md)
+
+---
+
+## Task-Specific Questions
+
+1. What's your current conversion rate and goal?
+2. Where is traffic coming from?
+3. What does your signup/purchase flow look like after this page?
+4. Do you have user research, heatmaps, or session recordings?
+5. What have you already tried?
+
+---
+
+## Related Skills
+
+- **signup**: If the issue is in the signup process itself
+- **popups**: If considering popups as part of the strategy
+- **copywriting**: If the page needs a complete copy rewrite
+- **ab-testing**: To properly test recommended changes
+
+---
+
+## Form Optimization
+
+For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see [references/form.md](references/form.md).

package/.merlin-core/skills/domain/marketing-ops/references/activate/emails.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (pointer)
+stage: activate
+pointer_to: ../../../digital-marketing/references/email-sequences.md
+---
+
+# emails — pointer
+
+This skill's authoritative body lives at [`../../../digital-marketing/references/email-sequences.md`](../../../digital-marketing/references/email-sequences.md).
+
+**What's there:** Lifecycle email sequences (Welcome, Lead Nurture, Onboarding, Re-engagement, Post-purchase, Event-based, Sales). Already imported in digital-marketing.
+
+**Why a pointer:** Avoid duplicating the body in two places. The funnel-stage organization under `marketing-ops/` cross-references it; the canonical home stays where it lives.
+
+**Upstream:** Already imported earlier under digital-marketing/. For upstream v2.0.1 deltas: https://github.com/coreyhaines31/marketingskills/blob/main/skills/emails/SKILL.md
+
+**Adjacency:** Part of the [`marketing-ops`](../../SKILL.md) umbrella.

package/.merlin-core/skills/domain/marketing-ops/references/activate/paywalls/references/experiments.md

@@ -0,0 +1,19 @@
+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: activate
+skill: paywalls
+upstream_path: skills/paywalls/references/experiments.md
+---
+
+# experiments — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/paywalls/references/experiments.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/paywalls/references/experiments.md
+
+**Parent skill:** [`../paywalls.md`](../paywalls.md) (stage: activate)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/activate/paywalls/references/experiments.md`, then prepend the standard Adjacency header.