Imported from hellobanora/Claude-Code-Banora (.claude/skills/analytics-tracking/SKILL.md). Install upstream with npx skills add hellobanora/Claude-Code-Banora --skill analytics-tracking. Copyright stays with the author.

Analytics & Conversion Tracking — Banora Chiropractic

You set up measurement for everything that matters. A beautiful website with great SEO is worthless if you can't tell whether it's actually bringing in patients. Every tracking decision should answer one question: is this helping us book more appointments?

What We're Measuring

Not everything that can be measured matters. Focus on these:

Primary Metrics (Business Outcomes)

These directly indicate patient acquisition:

Metric	What It Tells You	How We Track It
Booking clicks	Someone clicked "Book Now" or visited /book	GA4 event
Phone taps	Someone tapped the phone number on mobile	GA4 event
Contact form submissions	Someone submitted the contact form	GA4 event
Chatbot booking conversions	Chatbot conversation led to a booking click	GA4 event

Secondary Metrics (Leading Indicators)

These predict future bookings:

Metric	What It Tells You	How We Track It
Organic search traffic	SEO is working	GA4 + Search Console
Local pack impressions	Showing up in Google Maps results	Search Console
Service page views	People are researching specific conditions	GA4
Time on service pages	People are actually reading, not bouncing	GA4
Blog traffic	Content strategy is driving visits	GA4
Returning visitors	People came back (considering booking)	GA4

Vanity Metrics (Track but Don't Obsess)

These feel good but don't directly mean patients:

Total page views
Social media followers
Bounce rate (misleading for single-page visits from search)

Google Analytics 4 (GA4) Setup

Installation

Use the Next.js Script component for optimal loading:

// app/layout.tsx
import Script from 'next/script';

export default function RootLayout({ children }: { children: React.ReactNode }) {
  return (
    <html lang="en">
      <head>
        <Script
          src={`https://www.googletagmanager.com/gtag/js?id=${process.env.NEXT_PUBLIC_GA_ID}`}
          strategy="afterInteractive"
        />
        <Script id="google-analytics" strategy="afterInteractive">
          {`
            window.dataLayer = window.dataLayer || [];
            function gtag(){dataLayer.push(arguments);}
            gtag('js', new Date());
            gtag('config', '${process.env.NEXT_PUBLIC_GA_ID}', {
              page_title: document.title,
              send_page_view: true
            });
          `}
        </Script>
      </head>
      <body>{children}</body>
    </html>
  );
}

Important: Use strategy="afterInteractive" — this loads analytics after the page is interactive, so it doesn't slow down the initial render. Never use beforeInteractive for analytics.

Custom Events

Create a centralised tracking utility:

// lib/analytics.ts

type EventParams = Record<string, string | number | boolean>;

export function trackEvent(eventName: string, params?: EventParams) {
  if (typeof window !== 'undefined' && window.gtag) {
    window.gtag('event', eventName, params);
  }
}

// Pre-defined events for consistency
export const analytics = {
  // Primary conversions
  bookingClick: (source: string) =>
    trackEvent('booking_click', { source, page: window.location.pathname }),

  phoneTap: (source: string) =>
    trackEvent('phone_tap', { source, page: window.location.pathname }),

  contactFormSubmit: () =>
    trackEvent('contact_form_submit', { page: window.location.pathname }),

  chatbotBooking: () =>
    trackEvent('chatbot_booking_click'),

  // Engagement events
  servicePageView: (service: string) =>
    trackEvent('service_page_view', { service }),

  locationPageView: (location: string) =>
    trackEvent('location_page_view', { location }),

  blogPostRead: (slug: string, readTimePercent: number) =>
    trackEvent('blog_post_read', { slug, read_percent: readTimePercent }),

  faqExpand: (question: string) =>
    trackEvent('faq_expand', { question }),

  chatbotOpen: () =>
    trackEvent('chatbot_open'),

  chatbotMessage: (messageCount: number) =>
    trackEvent('chatbot_message', { message_count: messageCount }),

  mapClick: () =>
    trackEvent('map_click', { page: window.location.pathname }),

  directionsClick: () =>
    trackEvent('directions_click'),
};

Implementing Events in Components

Book Now button (appears everywhere):

// components/ui/BookNowButton.tsx
'use client';

import { analytics } from '@/lib/analytics';

interface BookNowButtonProps {
  source: string; // 'header' | 'hero' | 'cta_banner' | 'service_page' | 'footer'
  href: string;
}

export function BookNowButton({ source, href }: BookNowButtonProps) {
  return (
    <a
      href={href}
      onClick={() => analytics.bookingClick(source)}
      className="bg-primary text-white px-6 py-3 rounded-lg font-semibold hover:bg-primary-hover transition-colors"
    >
      Book an Appointment
    </a>
  );
}

Phone number link:

// components/PhoneLink.tsx
'use client';

import { analytics } from '@/lib/analytics';

export function PhoneLink({ source }: { source: string }) {
  return (
    <a
      href="tel:0755992322"
      onClick={() => analytics.phoneTap(source)}
      className="text-primary hover:underline"
    >
      (07) 5599 2322
    </a>
  );
}

Track these events on every interactive element — every "Book Now" button, every phone number, every form submission. Tag the source so you know which button/page drives the most conversions.

GA4 Conversion Goals

In the GA4 admin panel, mark these events as conversions:

booking_click
phone_tap
contact_form_submit
chatbot_booking_click

These show up in the Conversions report and can be used for Google Ads if the practice ever runs paid campaigns.

GA4 Audiences to Create

Set up these audiences for deeper analysis:

Audience	Definition	Why
Booking intenders	Visited /book OR clicked booking button but didn't convert	Retargeting potential
Service researchers	Viewed 2+ service pages in one session	High-intent visitors
Local visitors	Location: Tweed Heads / Gold Coast / Northern NSW	Core target audience
Blog readers	Viewed 3+ blog posts	Content is working for engagement
Returning non-bookers	2+ sessions, never triggered booking_click	Need a nudge

Vercel Analytics

Vercel Analytics provides real user monitoring (Core Web Vitals) without the complexity of GA4 for performance data.

Setup

npm install @vercel/analytics

// app/layout.tsx
import { Analytics } from '@vercel/analytics/react';

export default function RootLayout({ children }: { children: React.ReactNode }) {
  return (
    <html lang="en">
      <body>
        {children}
        <Analytics />
      </body>
    </html>
  );
}

What Vercel Analytics Gives You

Core Web Vitals in real user conditions (not just Lighthouse lab data)
LCP, FID, CLS per page — identify which pages are slow
Geographic breakdown — confirm traffic is coming from the Tweed/Gold Coast area
Top pages — which pages get the most traffic
Speed insights — per-route performance

Performance Budgets

Set alerts for when pages get slow:

Metric	Budget	Action if exceeded
LCP	< 2.5s	Optimise hero image, check server response time
FID	< 100ms	Reduce client-side JS, check third-party scripts
CLS	< 0.1	Fix image dimensions, preload fonts
TTFB	< 800ms	Check Vercel region, API routes, database queries

Google Search Console

Search Console is the only tool that shows exactly how the site appears in Google search results. It's essential for monitoring the SEO skill's recommendations.

Setup

Add property: banorachiropractic.com.au
Verify via DNS TXT record (most reliable) or HTML file upload to /public
Submit sitemap: https://banorachiropractic.com.au/sitemap.xml

Key Reports to Monitor

Performance report — check weekly:

Queries: What search terms are people using to find the site?
Pages: Which pages get the most search impressions and clicks?
CTR: Are title tags and meta descriptions compelling enough to click?
Position: Average ranking position for target keywords

Track these specific queries over time:

chiropractor banora point — should be position 1
chiropractor tweed heads — target: top 3
chiropractor tweed heads south — should be position 1
back pain chiropractor tweed heads — target: top 3
[each service] tweed heads — monitor all service keywords

Coverage report — check monthly:

Are all pages indexed?
Any crawl errors?
Any pages blocked by robots.txt accidentally?

Enhancements report:

Structured data (schema markup) — are rich results appearing?
Mobile usability — any issues?
Core Web Vitals — any pages failing?

Search Console + GA4 Integration

Link Search Console to GA4 for combined reporting: GA4 Admin → Product Links → Search Console → Link

This lets you see search query data alongside on-site behaviour — which keywords lead to bookings, not just clicks.

Dashboard & Reporting

Weekly Check (5 minutes)

Look at these numbers every Monday:

Total sessions this week vs last week
Organic search sessions — is SEO traffic growing?
Total conversions (booking clicks + phone taps + form submissions)
Top landing pages — which pages bring people in?
Top search queries in Search Console — any new keywords appearing?

Monthly Review (30 minutes)

Deeper analysis:

Conversion rate by page — which service pages convert best?
Search position changes — are target keywords improving?
New vs returning visitors — healthy ratio is roughly 70/30
Competitor comparison — run the SEO Expert skill to check for ranking changes
Content performance — which blog posts drive the most traffic?
Core Web Vitals trends — is the site staying fast?

Reporting Template

# Banora Chiropractic — Monthly Digital Report

## Summary
- Sessions: [X] ([+/-X%] vs last month)
- Organic traffic: [X] ([+/-X%])
- Conversions: [X] booking clicks, [X] phone taps, [X] form submissions
- Conversion rate: [X%]

## Search Performance
- Average position for "chiropractor tweed heads": [X]
- Average position for "chiropractor banora point": [X]
- New keywords ranking in top 10: [list]
- Pages indexed: [X]

## Top Performing Pages
| Page | Sessions | Conversions | Conv. Rate |
|---|---|---|---|

## Actions for Next Month
1. [specific action based on data]
2. [specific action based on data]
3. [specific action based on data]

Implementation Checklist

When setting up analytics for the first time:

Privacy & Compliance

Cookie Consent

Australian privacy law (Privacy Act 1988) requires informing users about data collection. Implement a simple cookie consent banner:

// components/CookieConsent.tsx

Requirements:

Show on first visit
Allow accepting or declining analytics cookies
If declined, don't load GA4 script
Store preference in localStorage
Link to privacy policy page
Don't block page content — use a non-intrusive bottom banner

Important: Only load GA4 after consent is given. Vercel Analytics uses privacy-friendly, cookieless tracking and doesn't require consent.

Privacy Policy

The privacy policy page must mention:

What data is collected (analytics, cookies, form submissions)
How it's used (improving the website, not sold to third parties)
Google Analytics specifically (link to Google's privacy policy)
How to opt out (browser settings, cookie consent)
Contact details for privacy questions

Working With Other Skills

SEO Expert — Search Console data validates whether SEO recommendations are working. Run monthly comparisons.
Website Builder — provides the component architecture where tracking code lives. Coordinate event naming.
Content Writer — blog post performance data guides future content topics. Write more of what works.
Chatbot Personality — chatbot analytics reveal what patients actually ask, informing both chatbot improvements and website content gaps.

analytics-tracking

About

Analytics & Conversion Tracking — Banora Chiropractic

What We're Measuring

Primary Metrics (Business Outcomes)

Secondary Metrics (Leading Indicators)

Vanity Metrics (Track but Don't Obsess)

Google Analytics 4 (GA4) Setup

Installation

Custom Events

Implementing Events in Components

GA4 Conversion Goals

GA4 Audiences to Create

Vercel Analytics

Setup

What Vercel Analytics Gives You

Performance Budgets

Google Search Console

Setup

Key Reports to Monitor

Search Console + GA4 Integration

Dashboard & Reporting

Weekly Check (5 minutes)

Monthly Review (30 minutes)

Reporting Template

Implementation Checklist

Privacy & Compliance

Cookie Consent

Privacy Policy

Working With Other Skills

Use it

Manifest

Reviews