Web Analyst · example output

Example Output: Web Analyst

This page demonstrates the kind of output the Web Analyst role template is built to deliver. It details tracking parameters, event triggers, and unit economics formulas for a coffee roaster launching a spring campaign.

View the Web Analyst roleAll sample results

The brief

What the owner asked

I am launching a spring campaign for Kettle & Crow Coffee. We sell whole bean and ground coffee subscriptions on example.com, shipping every 2 or 4 weeks. I need a standard UTM taxonomy for our ads and emails, a GA4 event brief for the subscription checkout flow, and a unit economics formula sheet so I can calculate my margins.

Inputs and assumptions

  • Brand focus: Kettle & Crow Coffee (whole bean and ground subscriptions).
  • Domain: example.com.
  • Goal: Track spring campaign traffic and map the subscription checkout flow.
  • No historical analytics data or cost metrics were provided.

The output

Example output · fictional brand

Spring Campaign UTM Link Taxonomy

Standardized tracking links to append to your spring campaign assets. Keep all parameters lowercase to prevent data fragmentation in your analytics platform.

Campaign typeTarget URLUTM string
Organic Social (Facebook)/spring-roast?utm_source=facebook&utm_medium=social&utm_campaign=spring_launch&utm_content=post_video
Paid Search (Google)/subscriptions?utm_source=google&utm_medium=cpc&utm_campaign=spring_launch&utm_content=brand_keywords
Newsletter Email/spring-roast?utm_source=newsletter&utm_medium=email&utm_campaign=spring_launch&utm_content=button_header
Affiliate/Partner/subscriptions?utm_source=[partner_name]&utm_medium=affiliate&utm_campaign=spring_launch&utm_content=blog_link
Example output · fictional brand

GA4 Event Brief: Subscription Checkout Flow

Event nameTriggerdataLayer variables
view_itemUser views the subscription product page.items (item_id, item_name, price, item_category: 'subscription')
add_to_cartUser clicks 'Subscribe Now' and adds the item to the cart.items, value, currency, subscription_frequency
begin_checkoutUser proceeds to the first checkout screen.items, value, currency
purchaseUser completes the order and loads the order confirmation page.transaction_id, value, tax, shipping, currency, items
Example output · fictional brand

Unit Economics Formula Sheet

MetricFormulaInputs needed
Customer Acquisition Cost (CAC)Total Sales & Marketing Spend / Number of New Subscribers[total ad spend], [marketing software costs], [new subscriber count]
Average Order Value (AOV)Total Subscription Revenue / Total Number of Orders[total revenue from subscriptions], [total order count]
Gross Margin per Subscription(AOV - Cost of Goods Sold) / AOV[AOV], [raw coffee cost], [roasting cost], [packaging cost], [shipping cost]

Before you use it

What you need to check or fill in

  • Replace target URLs with the actual live paths on your website.
  • Give the GA4 event brief to your developer to configure the data layer correctly.
  • Fill in the unit economics formulas with your actual production, shipping, and ad costs.
  • Fill every bracketed spend, order, and customer count from your own exports before sharing numbers externally.

Suggested handoffs

Hand off toTask
Email SpecialistImplement the UTM links into the spring email sequence.
Audience StrategistUse the unit economics sheet to determine the target acquisition cost for new campaigns.

The role does not publish, send, or change anything on its own. You review and approve every step.

Get Started

Example output — fictional brand. Prepared by ExtraHeads to show what this role template delivers. Kettle & Crow Coffee is not a real business. Your results depend on your inputs, tools and data.

View the Web Analyst roleRead the Get Started guide