Update to Ad Superpowers

{
  "name": "ga4-revenue-analysis",
  "description": "This skill should be used when the user asks to \"analyze GA4 revenue\", \"review product performance\", \"build a checkout funnel\", or mentions \"purchase journey insights\", \"e-commerce KPI dashboard\", or \"revenue trends in GA4\". Do NOT use for: e-commerce event implementation (use ga4-ecommerce-setup), promotion and coupon tracking (use ga4-promotion-tracking).",
  "included_files": [],
  "skill_md_contents": "---\nname: ga4-revenue-analysis\ndescription: \"This skill should be used when the user asks to \\\"analyze GA4 revenue\\\", \\\"review product performance\\\", \\\"build a checkout funnel\\\", or mentions \\\"purchase journey insights\\\", \\\"e-commerce KPI dashboard\\\", or \\\"revenue trends in GA4\\\". Do NOT use for: e-commerce event implementation (use ga4-ecommerce-setup), promotion and coupon tracking (use ga4-promotion-tracking).\"\n---\n# GA4 Revenue Analysis Guide\n\nComplete guide for analyzing e-commerce revenue, product performance, and checkout funnels in Google Analytics 4.\n\n## Quick Decision Tree\n\n```\nGA4 REVENUE ANALYSIS FLOW\n|\n+---> WHAT DO YOU WANT TO ANALYZE?\n|   +---> Overall revenue & trends\n|   |   +---> Monetization overview report\n|   |       +---> Date comparison for trends\n|   |\n|   +---> Product performance\n|   |   +---> E-commerce purchases report\n|   |       +---> Items viewed vs purchased\n|   |\n|   +---> Checkout dropoff\n|   |   +---> Custom funnel exploration\n|   |       +---> Checkout step analysis\n|   |\n|   +---> Customer journey\n|       +---> Path exploration\n|           +---> Purchase path analysis\n|\n+---> WHICH DIMENSIONS NEEDED?\n|   +---> Traffic source impact\n|   |   +---> Session source/medium breakdown\n|   |\n|   +---> Device/platform\n|   |   +---> Device category, platform\n|   |\n|   +---> Audience segments\n|       +---> Custom segments or audiences\n|\n+---> REPORTING NEEDS?\n    +---> Ad-hoc analysis\n    |   +---> Explorations (free-form analysis)\n    |\n    +---> Recurring reports\n    |   +---> Custom reports in Library\n    |\n    +---> External dashboards\n        +---> Looker Studio / BigQuery export\n```\n\n## Monetization Reports Overview\n\n```\nGA4 MONETIZATION REPORTS\n========================\n\nLOCATION: Reports -> Monetization\n\nAVAILABLE REPORTS:\n+-------------------------+------------------------------------------+\n| Report                  | Shows                                    |\n+-------------------------+------------------------------------------+\n| Overview                | Revenue KPIs, trends, top items          |\n+-------------------------+------------------------------------------+\n| E-commerce purchases    | Product-level metrics (views, carts,     |\n|                         | purchases, revenue)                      |\n+-------------------------+------------------------------------------+\n| In-app purchases        | App subscription/purchase data           |\n+-------------------------+------------------------------------------+\n| Publisher ads           | Ad revenue (AdMob/Ad Manager)            |\n+-------------------------+------------------------------------------+\n| Promotions              | Promotion performance                    |\n+-------------------------+------------------------------------------+\n\nMONETIZATION OVERVIEW METRICS:\n------------------------------\n+-------------------------+------------------------------------------+\n| Metric                  | Definition                               |\n+-------------------------+------------------------------------------+\n| Total revenue           | purchase + in_app_purchase + ad revenue  |\n+-------------------------+------------------------------------------+\n| E-commerce revenue      | Purchase event revenue only              |\n+-------------------------+------------------------------------------+\n| Total purchasers        | Unique users with purchase event         |\n+-------------------------+------------------------------------------+\n| First-time purchasers   | Users with their first ever purchase     |\n+-------------------------+------------------------------------------+\n| ARPPU                   | Average Revenue Per Paying User          |\n+-------------------------+------------------------------------------+\n| Average purchase value  | Average order value                      |\n+-------------------------+------------------------------------------+\n```\n\n## Product Performance Analysis\n\n```\nE-COMMERCE PURCHASES REPORT\n============================\n\nLOCATION: Reports -> Monetization -> E-commerce purchases\n\nKEY METRICS PER PRODUCT:\n+-------------------------+------------------------------------------+\n| Metric                  | Meaning                                  |\n+-------------------------+------------------------------------------+\n| Items viewed            | Number of view_item events               |\n+-------------------------+------------------------------------------+\n| Items added to cart     | Number of add_to_cart events             |\n+-------------------------+------------------------------------------+\n| Items purchased         | Number of items in purchase events       |\n+-------------------------+------------------------------------------+\n| Item revenue            | Total revenue per product                |\n+-------------------------+------------------------------------------+\n| Cart-to-view rate       | (added to cart / viewed) x 100%          |\n+-------------------------+------------------------------------------+\n| Purchase-to-view rate   | (purchased / viewed) x 100%             |\n+-------------------------+------------------------------------------+\n\nAVAILABLE DIMENSIONS:\n+-- Item name\n+-- Item ID\n+-- Item brand\n+-- Item category (1-5 levels)\n+-- Item variant\n+-- Item list name\n\nANALYSIS TIPS:\n--------------\n1. VIEW-TO-CART RATE < 5%\n   +-- Product page optimization needed\n       +-- Better product photos\n       +-- Clearer pricing\n       +-- Improve product descriptions\n\n2. CART-TO-PURCHASE RATE < 30%\n   +-- Checkout optimization needed\n       +-- Make shipping costs clearer\n       +-- Add trust badges\n       +-- Simplify checkout\n\n3. HIGH VIEWS, LOW REVENUE\n   +-- Investigate product issues\n       +-- Pricing vs competition\n       +-- Stock availability\n       +-- Product-market fit\n```\n\n## Checkout Funnel Analysis\n\n```\nCHECKOUT FUNNEL EXPLORATION\n============================\n\nLOCATION: Explore -> Funnel exploration\n\nSETUP STEPS:\n+----+--------------------------------------------------------------------+\n| 1  | Explore -> Blank -> Choose \"Funnel exploration\"                    |\n+----+--------------------------------------------------------------------+\n| 2  | Tab Settings -> Steps -> Edit                                      |\n+----+--------------------------------------------------------------------+\n| 3  | Add checkout events as steps:                                      |\n|    | +-- Step 1: view_cart                                              |\n|    | +-- Step 2: begin_checkout                                        |\n|    | +-- Step 3: add_shipping_info                                     |\n|    | +-- Step 4: add_payment_info                                      |\n|    | +-- Step 5: purchase                                              |\n+----+--------------------------------------------------------------------+\n| 4  | Optional: Make steps \"closed\" for strict sequence                  |\n+----+--------------------------------------------------------------------+\n| 5  | Add breakdown (device, source, etc.)                               |\n+----+--------------------------------------------------------------------+\n\nFUNNEL METRICS:\n---------------\n+-------------------------+------------------------------------------+\n| Metric                  | Meaning                                  |\n+-------------------------+------------------------------------------+\n| Users (per step)        | Unique users reaching step               |\n+-------------------------+------------------------------------------+\n| Completion rate         | % users reaching next step               |\n+-------------------------+------------------------------------------+\n| Abandonment rate        | % users dropping off at step             |\n+-------------------------+------------------------------------------+\n| Time to convert         | Average time through funnel              |\n+-------------------------+------------------------------------------+\n\nBENCHMARK COMPLETION RATES:\n----------------------------\n+-------------------------+--------------+---------------------------+\n| Step                    | Benchmark    | Action if lower           |\n+-------------------------+--------------+---------------------------+\n| Cart -> Checkout        | 50-70%       | Cart abandonment emails   |\n+-------------------------+--------------+---------------------------+\n| Checkout -> Shipping    | 70-85%       | Simplify form fields      |\n+-------------------------+--------------+---------------------------+\n| Shipping -> Payment     | 80-90%       | More shipping options     |\n+-------------------------+--------------+---------------------------+\n| Payment -> Purchase     | 70-85%       | More payment options      |\n+-------------------------+--------------+---------------------------+\n| Overall funnel          | 25-40%       | End-to-end optimization   |\n+-------------------------+--------------+---------------------------+\n```\n\n## Revenue per Traffic Source\n\n```\nTRAFFIC SOURCE REVENUE ANALYSIS\n================================\n\nLOCATION: Reports -> Acquisition -> Traffic acquisition\n\nADDING SECONDARY DIMENSION:\n----------------------------\n1. Click \"+\" next to primary dimension\n2. Select \"E-commerce\" -> \"Total revenue\"\n3. Or add metrics via \"Edit comparisons\"\n\nCUSTOM EXPLORATION FOR REVENUE:\n-------------------------------\nSETUP:\n+-- Technique: Free form\n+-- Rows: Session source/medium\n+-- Values:\n|   +-- Total revenue\n|   +-- Transactions\n|   +-- Average purchase value\n|   +-- E-commerce conversion rate\n|   +-- Sessions\n+-- Filter: Only sessions with transactions (optional)\n\nKEY ANALYSES:\n-------------\n1. REVENUE PER SOURCE\n   +-- Which sources generate the most revenue?\n   +-- Which have the highest conversion rate?\n   +-- Which have the highest AOV?\n\n2. ROAS CALCULATION (manual)\n   +-- Export revenue per source\n   +-- Match with ad spend data\n   +-- Calculate: Revenue / Ad Spend\n\n3. ASSISTED CONVERSIONS\n   +-- Which sources assist purchases?\n   +-- See Attribution -> Conversion paths\n```\n\n## Key E-commerce KPIs\n\n```\nESSENTIAL E-COMMERCE KPIs\n==========================\n\nREVENUE KPIs:\n+-------------------------+------------------------------------------+\n| KPI                     | Calculation / Location                   |\n+-------------------------+------------------------------------------+\n| Total Revenue           | Monetization -> Overview                 |\n+-------------------------+------------------------------------------+\n| Average Order Value     | Total revenue / Transactions             |\n| (AOV)                   |                                          |\n+-------------------------+------------------------------------------+\n| Revenue per Session     | Total revenue / Sessions                 |\n| (RPS)                   |                                          |\n+-------------------------+------------------------------------------+\n| Revenue per User        | Total revenue / Total users              |\n| (RPU)                   |                                          |\n+-------------------------+------------------------------------------+\n| Customer Lifetime       | Requires cohort analysis                 |\n| Value (CLV)             |                                          |\n+-------------------------+------------------------------------------+\n\nCONVERSION KPIs:\n+-------------------------+------------------------------------------+\n| KPI                     | Calculation                              |\n+-------------------------+------------------------------------------+\n| E-commerce Conv. Rate   | Purchasers / Total users x 100%         |\n+-------------------------+------------------------------------------+\n| Cart Abandonment Rate   | (Carts - Purchases) / Carts x 100%      |\n+-------------------------+------------------------------------------+\n| Checkout Abandon Rate   | (Checkouts - Purchases) / Checkouts     |\n+-------------------------+------------------------------------------+\n| Add-to-Cart Rate        | Add to cart users / Total users x 100%   |\n+-------------------------+------------------------------------------+\n\nPRODUCT KPIs:\n+-------------------------+------------------------------------------+\n| KPI                     | Calculation                              |\n+-------------------------+------------------------------------------+\n| Product View Rate       | Item views / Sessions x 100%            |\n+-------------------------+------------------------------------------+\n| Cart-to-Detail Rate     | Add to cart / Item views x 100%          |\n+-------------------------+------------------------------------------+\n| Buy-to-Detail Rate      | Purchases / Item views x 100%            |\n+-------------------------+------------------------------------------+\n| Average Items/Order     | Items purchased / Transactions           |\n+-------------------------+------------------------------------------+\n```\n\n## Custom Explorations for E-commerce\n\n```\nEXPLORATION 1: PRODUCT CATEGORY PERFORMANCE\n============================================\n\nSETUP:\n+-- Technique: Free form\n+-- Rows: Item category\n+-- Values:\n|   +-- Item revenue\n|   +-- Items purchased\n|   +-- Item views\n|   +-- Cart-to-view rate\n|   +-- Purchase-to-view rate\n+-- Filters: Date range\n\nINSIGHTS:\n+-- Which categories perform best?\n+-- Where are optimization opportunities?\n+-- Category growth trends\n\nEXPLORATION 2: DEVICE REVENUE COMPARISON\n=========================================\n\nSETUP:\n+-- Technique: Free form\n+-- Rows: Device category\n+-- Values:\n|   +-- Total revenue\n|   +-- Transactions\n|   +-- Average purchase value\n|   +-- E-commerce conversion rate\n|   +-- Sessions\n+-- Visualization: Bar chart\n\nINSIGHTS:\n+-- Mobile vs Desktop conversion gaps\n+-- Where is mobile optimization needed?\n+-- Cross-device journey impact\n\nEXPLORATION 3: NEW VS RETURNING PURCHASERS\n==========================================\n\nSETUP:\n+-- Technique: Free form\n+-- Rows: New/established\n+-- Values:\n|   +-- Total revenue\n|   +-- First-time purchasers\n|   +-- Purchasers\n|   +-- Average purchase value\n|   +-- Transactions\n+-- Segment by time for trends\n\nINSIGHTS:\n+-- Retention health check\n+-- New customer acquisition cost\n+-- Repeat purchase rate\n```\n\n## Cohort Analysis for CLV\n\n```\nPURCHASER COHORT ANALYSIS\n==========================\n\nLOCATION: Explore -> Cohort exploration\n\nSETUP:\n+----+--------------------------------------------------------------------+\n| 1  | Cohort inclusion: first_open or first_visit                        |\n+----+--------------------------------------------------------------------+\n| 2  | Return criteria: purchase (or custom purchase event)               |\n+----+--------------------------------------------------------------------+\n| 3  | Cohort granularity: Weekly or Monthly                              |\n+----+--------------------------------------------------------------------+\n| 4  | Values: User retention or Event count or Metric sum                |\n+----+--------------------------------------------------------------------+\n| 5  | Breakdown: Traffic source (optional)                               |\n+----+--------------------------------------------------------------------+\n\nCOHORT METRIC OPTIONS:\n----------------------\n+-- User retention: % users who return and purchase\n+-- Event count: Number of purchases per cohort over time\n+-- Metric sum: Revenue per cohort over time\n\nANALYSIS QUESTIONS:\n-------------------\n+-- What % repurchases after 30/60/90 days?\n+-- Which acquisition source has the best CLV?\n+-- How long until repeat purchase?\n+-- Which cohorts (seasons) perform best?\n\nPREDICTIVE CLV CALCULATION:\n---------------------------\nCLV = AOV x Purchase Frequency x Customer Lifespan\n\nExample:\n+-- AOV: $75\n+-- Purchases per year: 3\n+-- Average customer lifespan: 2.5 years\n+-- CLV = $75 x 3 x 2.5 = $562.50\n```\n\n## Common Problems\n\n```\nTROUBLESHOOTING REVENUE ANALYSIS\n==================================\n\nPROBLEM: Revenue shows $0 or is missing\n-----------------------------------------\nCauses:\n+-- purchase event not implemented\n+-- value parameter missing\n+-- Currency not configured\n+-- Data processing delay (24-48 hours)\n+-- Filters in report\n\nSolution:\n+-- Verify purchase event in DebugView\n+-- Check dataLayer for value parameter\n+-- Check property currency setting\n+-- Wait for data processing\n+-- Remove report filters and test again\n\nPROBLEM: AOV unrealistically high/low\n--------------------------------------\nCauses:\n+-- Test transactions in data\n+-- Duplicate purchases\n+-- Pricing in wrong currency\n+-- Tax/shipping incorrectly included\n+-- Item quantities wrong\n\nSolution:\n+-- Exclude test orders with segment\n+-- Check transaction_id duplicates\n+-- Verify currency matching\n+-- Review value calculation in code\n+-- Audit quantity parameters\n\nPROBLEM: Product data not visible\n----------------------------------\nCauses:\n+-- items array missing in events\n+-- Item parameters incorrect\n+-- item_id/item_name missing\n+-- GA4 report processing time\n+-- Insufficient data volume\n\nSolution:\n+-- Check items array in dataLayer\n+-- Verify required item parameters\n+-- Ensure item_id and item_name present\n+-- Wait 24-48 hours for processing\n+-- Select longer date range\n\nPROBLEM: Funnel shows no data\n------------------------------\nCauses:\n+-- Checkout events not implemented\n+-- Event names incorrect\n+-- Closed funnel too strict\n+-- Segment filters too narrow\n+-- Date range too short\n\nSolution:\n+-- Verify all checkout events are active\n+-- Check exact event names in DebugView\n+-- Make funnel \"open\" for testing\n+-- Remove or broaden segments\n+-- Select longer date range\n```\n\n## MCP Tool: Pull Revenue Reports\n\n```python\n# Overall revenue by source/medium (last 30 days)\nga4_run_report(\n    property_id=\"YOUR_PROPERTY_ID\",\n    metrics=[\"totalRevenue\", \"ecommercePurchases\", \"averagePurchaseRevenue\", \"sessionKeyEventRate\"],\n    dimensions=[\"sessionSourceMedium\"],\n    start_date=\"30daysAgo\",\n    end_date=\"yesterday\"\n)\n\n# Top products by revenue\nga4_run_report(\n    property_id=\"YOUR_PROPERTY_ID\",\n    metrics=[\"itemRevenue\", \"itemsPurchased\", \"itemsViewed\"],\n    dimensions=[\"itemName\", \"itemCategory\"],\n    start_date=\"30daysAgo\",\n    end_date=\"yesterday\"\n)\n\n# Revenue trend by day (for anomaly detection)\nga4_run_report(\n    property_id=\"YOUR_PROPERTY_ID\",\n    metrics=[\"totalRevenue\", \"ecommercePurchases\", \"averagePurchaseRevenue\"],\n    dimensions=[\"date\"],\n    start_date=\"60daysAgo\",\n    end_date=\"yesterday\"\n)\n```\n\n## Output: Revenue Analysis Report Template\n\n```markdown\n# GA4 Revenue Analysis Report\n\n## Reporting Period\n- **From:** [Start date]\n- **To:** [End date]\n- **Comparison:** [Previous period/Previous year]\n\n## Executive Summary\n\n| KPI | Current Period | Comparison | Trend |\n|-----|----------------|------------|-------|\n| Total Revenue | $XX,XXX | $XX,XXX | +X% |\n| Transactions | X,XXX | X,XXX | +X% |\n| Average Order Value | $XX.XX | $XX.XX | +X% |\n| Conversion Rate | X.X% | X.X% | +X% |\n| Cart Abandonment | XX% | XX% | -X% |\n\n## Revenue per Traffic Source\n\n| Source/Medium | Revenue | % of Total | Conv. Rate | AOV |\n|---------------|---------|------------|------------|-----|\n| google / organic | $X,XXX | XX% | X.X% | $XX |\n| google / cpc | $X,XXX | XX% | X.X% | $XX |\n| direct / (none) | $X,XXX | XX% | X.X% | $XX |\n| [Other] | $X,XXX | XX% | X.X% | $XX |\n\n## Top 10 Products (Revenue)\n\n| Product | Revenue | Units Sold | View-to-Cart | Cart-to-Purchase |\n|---------|---------|------------|--------------|------------------|\n| [Product 1] | $X,XXX | XXX | XX% | XX% |\n| [Product 2] | $X,XXX | XXX | XX% | XX% |\n| ... | ... | ... | ... | ... |\n\n## Category Performance\n\n| Category | Revenue | Growth | Contribution |\n|----------|---------|--------|--------------|\n| [Category 1] | $X,XXX | +XX% | XX% |\n| [Category 2] | $X,XXX | +XX% | XX% |\n| [Category 3] | $X,XXX | -XX% | XX% |\n\n## Checkout Funnel Performance\n\n| Step | Users | Drop-off | Benchmark |\n|------|-------|----------|-----------|\n| View Cart | X,XXX | - | - |\n| Begin Checkout | X,XXX | XX% | 30-50% |\n| Add Shipping | X,XXX | XX% | 15-30% |\n| Add Payment | X,XXX | XX% | 10-20% |\n| Purchase | X,XXX | XX% | 15-30% |\n\n**Overall Funnel Conversion:** XX% (benchmark: 25-40%)\n\n## Device Breakdown\n\n| Device | Revenue | % Share | Conv. Rate | AOV |\n|--------|---------|---------|------------|-----|\n| Desktop | $X,XXX | XX% | X.X% | $XX |\n| Mobile | $X,XXX | XX% | X.X% | $XX |\n| Tablet | $X,XXX | XX% | X.X% | $XX |\n\n## Key Insights\n\n### Positive Trends\n1. [Insight 1]\n2. [Insight 2]\n\n### Areas of Concern\n1. [Issue 1] - Impact: [High/Medium/Low]\n2. [Issue 2] - Impact: [High/Medium/Low]\n\n## Recommendations\n\n| Priority | Action | Expected Impact |\n|----------|--------|-----------------|\n| HIGH | [Action 1] | +XX% revenue |\n| MEDIUM | [Action 2] | +XX% conversion |\n| LOW | [Action 3] | UX improvement |\n\n## Next Steps\n1. [ ] [First action]\n2. [ ] [Second action]\n3. [ ] [Third action]\n```\n"
}