Google Analytics 4 Skills: Traffic, Funnels, Ecommerce & Leads
16 skills Claude can run against your live accounts through MCP Ads. GA4 analysis for every kind of site: channels, attribution, funnels and landing pages for all of them, checkout, product and revenue reports for stores, and form, funnel and lead-quality reports for lead-gen sites.
Google Analytics 4 - Traffic & Funnels
The GA4 traffic and funnel skills answer where visitors come from, what they do on the site, and where they leave before converting. The month-over-month report runs at the start of each month and is the standard analytics section in a client report. Channel analysis runs monthly or when budget is being reallocated between paid, organic, email and social. Funnel and landing page analysis run when conversion rates fall, when a landing page is being redesigned, or monthly as a conversion rate optimisation review. Audience behaviour, new versus returning and device comparisons are monthly checks that feed targeting decisions in the ad platforms. Agencies, in-house marketers and anyone responsible for a website's conversion rate use these. The GA4 property must be connected through MCP Ads with key events configured; the skills say so if they find none. Connecting Google Ads and Meta Ads as well lets Claude compare what the platforms claim with what GA4 recorded, which is the most common source of bad decisions in a marketing team. The procedure reads acquisition channels, landing pages, funnel steps, device and geographic breakdowns, and period comparisons, then writes findings rather than a data dump. The output names the specific channels, pages or steps where something changed, quantifies it, suggests the cause, and recommends what to test or change.
Compares conversions reported by Google Ads and Meta Ads against what GA4 actually recorded. Both platforms over-report due to attribution overlap and view-through counting. GA4 is the independent truth source. This skill calculates the real CPA per channel and shows which platform is actually driving results versus claiming credit.
For: Agencies, Business Owners
Show me the real conversion numbers from GA4 vs what platforms report
Pulls converting user demographics from GA4: age, gender, device, geography, and new versus returning. Identifies the segments that convert best. Translates directly into targeting recommendations for Google Ads (bid modifiers by device, location, age) and Meta Ads (audience targeting refinements).
For: Agencies, Business Owners
Analyse audience demographics — who converts best
Builds the conversion funnel from landing to purchase or lead submission. Calculates the conversion rate at every step. Identifies the single biggest drop-off point. Segments by device (mobile often drops much faster than desktop) and by traffic source (which channel converts best through the full funnel).
For: Agencies, Business Owners
Show me the conversion funnel and where we are losing people
Ranks all landing pages receiving paid traffic by conversion rate. Identifies pages with high bounce rates that are wasting ad spend. Flags pages where conversion rate dropped this week versus last week (possible page issue). Highlights the highest-converting pages that should receive more traffic.
For: Agencies, Business Owners
Analyse landing page performance from paid traffic
Compares mobile and desktop performance across sessions, bounce rate, conversion rate, and revenue or leads. Most businesses convert at significantly lower rates on mobile. This skill quantifies the gap, identifies which pages are worst for mobile users, and recommends specific fixes to improve mobile conversion.
For: Agencies, Business Owners
Compare mobile vs desktop performance and identify UX problems
Month-over-month comparison of all key GA4 metrics: sessions, users, conversions, conversion rate, engagement rate, and average engagement time. Breaks down by channel and top pages. Explains significant movements in plain language and provides context for client reporting.
For: Agencies, Business Owners
Generate monthly GA4 traffic report for [client]
Compares new and returning user behaviour across sessions, conversion rate, revenue, and engagement. A declining return rate signals customer retention issues. Identifies which channels bring customers who return (high lifetime value) versus one-time visitors. Informs budget allocation between acquisition and retention campaigns.
For: Agencies, Business Owners
Compare new vs returning visitor performance
Breaks down all website traffic by channel: paid search, paid social, organic search, direct, referral, and email. Compares sessions, conversion rate, and conversions per channel. Identifies the highest quality traffic (conversion rate) versus highest volume (sessions) and recommends where to invest more or less based on real return.
For: Agencies, Business Owners
Analyse traffic channels — which drives the most conversions
Download all 8 Google Analytics 4 - Traffic & Funnels skills
Google Analytics 4 - eCommerce
GA4 eCommerce skills are written for online stores and the agencies that manage them. They cover revenue, transactions, average order value, product performance, cart and checkout abandonment, and the predictive audiences GA4 builds for purchase and churn probability. The eCommerce performance report runs monthly as part of the revenue reporting pack; the predictive insights report runs monthly too, to feed remarketing audiences into Google Ads and Meta before budget is committed. Product-level reviews run weekly during peak season and before any promotion. Store owners, eCommerce managers and performance agencies use these. The GA4 property must be connected through MCP Ads with eCommerce events (view item, add to cart, begin checkout, purchase) firing; the skills verify this first and use the GA4 setup tools to fix gaps if you approve. Connecting Google Ads and Meta Ads lets Claude reconcile the platforms' attributed revenue with the store's actual figure. The procedure reads the eCommerce overview, item performance, checkout funnel, new versus returning revenue and period comparisons, then writes findings in the language of a store: which products and categories carried the month, where the checkout leaks, and which audiences are worth paying to reach again. The output is a report with tables and commentary plus a list of actions for the ad accounts and the site.
Maps the step-by-step checkout journey from add to cart through to purchase confirmation. Calculates abandonment rate at each step: cart page, checkout start, payment details, and order confirmation. A drop at the payment step often signals a payment method or trust issue. Gives specific fixes for each drop-off point.
For: eCommerce, Agencies
Analyse the checkout funnel and find where people are dropping off
Pulls complete eCommerce performance data from GA4: revenue, transactions, average order value, top products by revenue and units sold, products with high views but low purchase rates, cart abandonment rate, and checkout funnel completion at each step. Identifies the biggest revenue leak and gives specific fixes.
For: eCommerce, Agencies
Analyse eCommerce performance — revenue, products, and cart abandonment
Ranks all products by revenue, units sold, and conversion rate. Identifies products with high traffic but low purchase rate (price, page, or review issue). Finds products that punch above their weight in conversion rate (candidates for more ad budget). Reveals seasonal product trends.
For: eCommerce, Agencies
Show me product performance — which products are driving revenue
Attributes revenue to each traffic channel using GA4 as the source of truth (not platform self-reporting). Shows revenue, transactions, AOV, and conversion rate by channel. Often reveals that the channel with the highest reported ROAS in its own dashboard is not the channel driving the most actual revenue in GA4.
For: eCommerce, Agencies
Show me revenue broken down by marketing channel
Google Analytics 4 - Lead Generation
GA4 lead generation skills are for businesses whose website exists to produce enquiries, form submissions, calls and bookings rather than sales: service businesses, B2B companies, clinics, agencies and trades. They run the lead generation dashboard weekly and the campaign attribution report monthly, when it is time to decide which channels really produced the leads the sales team closed. Landing page and device analysis run when cost per lead rises or a new landing page goes live. Marketing managers and agencies running lead campaigns use these, and so do owners who want to know which of their marketing efforts actually makes the phone ring. The GA4 property has to be connected through MCP Ads with lead events marked as key events; the skills check and can configure a lead-gen property using the GA4 setup tools if the events are missing. Connecting Google Ads and Meta Ads allows Claude to reconcile each platform's reported leads with what GA4 saw and to show assisted conversions the platforms never credit. The procedure reads conversions by channel, attribution paths, landing page conversion rates, device splits and period comparisons, then explains the movements. The output is a report that names the channels and pages producing leads, the cost per lead by source where ad data is available, and a set of recommendations for budget and landing pages.
Uses GA4 to attribute leads to campaigns, ad groups, and keywords accurately. Corrects the over-reporting from platform-level attribution. Calculates the true cost per lead per campaign using GA4 as the source. Identifies assisted conversions — campaigns that did not get last-click credit but played a role in the conversion.
For: Lead Gen, Agencies
Show me which campaigns are actually generating leads in GA4
Analyses form completion rates by form type, device, and traffic source. Identifies whether the problem is people not finding the form (landing page issue), starting but not finishing (form UX issue), or submitting but not reaching the thank you page (technical error). Gives specific recommendations for each scenario.
For: Lead Gen, Agencies
Analyse form completion rates and find why people are not converting
Maps the lead generation journey in GA4: landing page arrival, form page visit, form start, form completion, and thank you page. Calculates conversion rate at each step and compares week over week. Identifies the exact step where the most potential leads are lost and gives specific fixes.
For: Lead Gen, Agencies
Analyse our lead generation funnel in GA4
Compares lead volume and on-site quality signals by traffic source. Quality signals include session depth before converting, time on site, pages visited, and geographic match. Identifies channels that send high lead volume but low quality (often broad Meta audiences) versus channels with fewer but better leads.
For: Lead Gen, Agencies
Which channels send us the best quality leads
Run these skills
Download a skill or a whole set above, or copy a trigger phrase into Claude once the MCP Ads connector is connected. Claude reads the procedure, pulls live data and works through the steps; nothing changes in an account until you approve it.
These skills call the ga4 MCP tools. See the connect guide to link the account first.
Other skill collections
23 skills
Google Ads Keyword & Negative Keyword Skills16 skills
Google Ads Bids & Budgets Skills6 skills
Meta Ads Skills: Audits, Audiences, Creative & Reporting16 skills
SEO Skills: Technical Audits, Content & Rankings12 skills
Daily, Weekly & Monthly Campaigner Routines17 skills
Agency Skills: Client Setup, Reporting & Management12 skills
B2C Campaign Skills: Launch, Ecommerce & Lead Generation19 skills
Frequently asked questions
What if my GA4 property has no key events set up?
The skills check first and tell you. Claude can create key events from existing events with the GA4 setup tools once you confirm which actions count as conversions.
Can the analysis compare a specific campaign's landing page against the rest of the site?
Yes. Ask for a landing page or a campaign by name and Claude filters the funnel and engagement metrics to that traffic and compares it with the site average.
Do these skills work with Shopify or WooCommerce?
They read GA4, so any store sending standard eCommerce events works. With a WooCommerce site connected through the WordPress tools, Claude can also cross-check orders directly against GA4 revenue.
Can Claude push the predictive audiences into my ad accounts?
GA4 predictive audiences are shared to Google Ads through the GA4 link, which the skills can verify. For Meta, Claude can build a matching custom audience from your customer list with your approval.
Can Claude tell which leads turned into customers?
Only if that outcome reaches GA4 or an ad platform as an offline conversion. The skills explain how to send closed-deal data back so future reports can weigh channels by revenue, not just lead count.
Does it track phone calls?
It reports whatever call events exist in GA4, such as click-to-call taps or events from a call tracking tool. If none are set up, the skill tells you and suggests the simplest way to add them.