Google Analytics Agent

tests PyPI License: MIT version

Quickstart

uv venv && uv pip install -r scripts/requirements.txt
python scripts/ga4_auth.py --adc        # run the printed gcloud command, then:
python scripts/ga4_auth.py --check
python scripts/ga4_audit.py --property <id> --output audit.md

Or run the MCP server in any MCP client: uvx --from google-analytics-agent ga4-mcp

A multi-agent toolkit for Google Analytics 4. Talks to the GA4 Data API and Admin API, profiles the property's live website, runs specialist analysis subagents (funnel, segments, attribution, event taxonomy, data quality, property configuration), benchmarks findings against industry bands, and ships write surfaces for event rules, audiences, custom dimensions and metrics, key events, plus local-stored segment and custom-report definitions. Audits render to markdown by default (no emoji), with HTML and PDF as alternatives.

Designed to work with three runtimes side by side:

• Claude Code — full skill and subagent integration via skills/ and agents/
• OpenAI Codex — driven by AGENTS.md and the universal Python CLI
• Gemini CLI — driven by GEMINI.md and the universal Python CLI

The Python adapters under scripts/ are the source of truth and work the same on all three.

What is google-analytics-agent?

A toolkit, not just an analyzer. It can:

• Profile the property's live website: read the web-stream URL from GA4, fetch the homepage / robots.txt / sitemap.xml, and infer vertical, platform (Shopify, WordPress, Magento, …), framework (Next.js, React, Vue, …), SPA-vs-MPA, language, and a sitemap-derived page-type inventory.
• Audit data quality, funnel drop-off, segment cohorts, event taxonomy, attribution, key events, and property configuration.
• Benchmark findings against industry bands. Nine verticals shipped (ecommerce, saas, media, lead_gen, finance, travel, education, nonprofit, other); metrics include bounce / engagement / pages-per- session / avg engagement time / conversion rate / cart abandonment / direct share / mobile share / sampling / not-set share.
• Edit GA4 configuration: rename/synthesize events via EventEditRule and EventCreateRule, create and archive audiences, manage custom dimensions and metrics, manage key events.
• Persist and reuse local definitions: saved segment filters and saved custom report specs (rendered to JSON / CSV / markdown / HTML / PDF).

Three layers:

• Python adapters under scripts/ call the Data and Admin APIs, cache responses on disk for 15 minutes, scrub PII, and return structured JSON.
• Markdown agent definitions under agents/ describe how an agent should analyze that JSON.
• Skills under skills/ route /ga4 ... commands (in Claude Code) to the right agent or script. For Codex and Gemini CLI, the runtime-specific instruction files describe the same flow in their conventions.

vs. the official Google GA4 MCP server

Google's official server exposes raw Data/Admin API access. This toolkit adds, on top of that surface: an industry benchmark engine (nine verticals), live-site context profiling (vertical / platform / framework / sitemap), a multi-agent audit orchestrator that produces a prioritized action plan, and the same features across Claude Code, Codex, and Gemini CLI as well as MCP.

Requirements

• Python 3.10 or newer
• Google Cloud SDK (gcloud) for the default auth path, or a Cloud OAuth Desktop client for the fallback path
• GA4 property access at the Viewer level (read) or Editor level (write)
• WeasyPrint runtime libraries are only needed if you want PDF reports (markdown is the default audit format and does not need them):
  • Debian/Ubuntu: apt install libpango-1.0-0 libpangoft2-1.0-0
  • macOS: brew install pango
  • Windows: install the GTK 3 runtime — see WeasyPrint's Windows installation notes. Easiest path is the MSYS2 bundle; the standalone GTK installer also works. Skip this entirely if you only need markdown or HTML output.

Install

From PyPI

The package is published as google-analytics-agent:

pip install google-analytics-agent        # or: uv pip install google-analytics-agent

This installs the ga4-mcp console entry point (the MCP server) without cloning the repo. Add the PDF extra with pip install "google-analytics-agent[pdf]".

The remaining options install from a working copy of the repo (run them from inside the project directory).

Recommended: uv

uv venv
uv pip install -r scripts/requirements.txt
uv run python scripts/ga4_auth.py --check

uv is a single-binary Python installer and runner. One install of uv replaces the venv + pip dance and is faster on cold-start.

Optional extras

• pip install -e ".[pdf]" — adds WeasyPrint for PDF report rendering. Markdown is the default audit format and needs no extra system libs.
• pip install -e ".[dev]" — adds pytest + ruff for contributors.

Plain venv (works everywhere)

python -m venv .venv

# macOS / Linux
source .venv/bin/activate

# Windows PowerShell
.venv\Scripts\Activate.ps1

pip install -r scripts/requirements.txt

Authenticate

The default path is gcloud Application Default Credentials. You do not need to register your own OAuth client.

python scripts/ga4_auth.py --adc            # prints the gcloud command
python scripts/ga4_auth.py --adc --write    # same, scoped for write APIs

Run the printed command, then verify:

python scripts/ga4_auth.py --check
python scripts/ga4_auth.py --properties

Set a quota project once (any Cloud project you have access to with the GA4 Data and Admin APIs enabled):

python scripts/ga4_auth.py --quota-project <project-id>

Fallback for environments without gcloud (CI, locked-down workstations):

python scripts/ga4_auth.py --oauth --client-secret-file <path>

Credentials are resolved in this order: GOOGLE_APPLICATION_CREDENTIALS, gcloud ADC, legacy OAuth file at ~/.claude/ga4-credentials.json.

Use it

Claude Code

After authentication, slash commands work directly:

/ga4 audit <property-id>
/ga4 funnel <property-id> --steps view_item,add_to_cart,purchase
/ga4 audiences <property-id>

The full list lives in skills/ga4/SKILL.md. The runtime auto-loads the skill and agent definitions.

Codex

Codex reads AGENTS.md at the project root for instructions. The fastest path is the one-command driver:

python scripts/ga4_audit.py --property <id> --output audit.md

For finer control:

python scripts/ga4_context.py --property <id> --analyze --json
python scripts/ga4_funnel.py --property <id> --days 28 --json
python scripts/ga4_admin.py --property <id> --key-events --json

Gemini CLI

Gemini CLI reads GEMINI.md. Same Python CLI, same flags, including the one-command driver python scripts/ga4_audit.py --property <id>.

Plain Python

Every feature is exposed as a Python CLI under scripts/. The runtimes above are conveniences — anything they can do, you can do manually.

MCP server

The same toolkit runs as an MCP server over stdio, usable from any MCP client (Claude Desktop/Code, Cursor, Windsurf, n8n).

{
  "mcpServers": {
    "ga4": {
      "command": "uvx",
      "args": ["--from", "google-analytics-agent", "ga4-mcp"]
    }
  }
}

The server registers 32 tools. Read and analysis tools cover the full audit surface — audit, context, funnel, events, check_events, quality, conversions, attribution, property_config, report, benchmarks — plus read-only admin reads (property_details, data_streams, custom_defs, key_events, attribution_settings, list_audiences, list_event_rules) and saved-definition tools (list_segments, list_saved_reports, run_saved_report). Write tools follow a dry-run-first contract: tools like add_key_event, create_audience, add_custom_dimension, and add_event_edit_rule, when called without confirm=true, return the exact change that would be applied and make no API call; re-invoking the same call with confirm=true executes it.

Commands

Read:

/ga4 audit <property-id>          # full audit, agents in parallel, benchmarked, markdown by default
/ga4 context <property-id>        # profile the live site: vertical, platform, framework, sitemap shape
/ga4 funnel <property-id>         # step-by-step funnel (configurable steps)
/ga4 segments <property-id>       # cohort drop-off breakdowns
/ga4 events <property-id>         # event taxonomy validation
/ga4 conversions <property-id>    # key events configuration
/ga4 attribution <property-id>    # channel attribution at each step
/ga4 quality <property-id>        # data quality and integrity
/ga4 property <property-id>       # property configuration
/ga4 benchmarks [--vertical V]    # inspect bundled industry benchmark bands

Write (need analytics.edit scope):

/ga4 events-edit <property-id>    # EventEditRule / EventCreateRule
/ga4 audiences <property-id>      # create, list, archive audiences
/ga4 custom-defs <property-id>    # custom dimensions and metrics
/ga4 key-events <property-id>     # key events (conversions)

Local stored definitions (no API write):

/ga4 segment-defs ...             # saved filter expressions
/ga4 report ...                   # saved custom reports → JSON / CSV / HTML / PDF

Auth:

/ga4 auth
/ga4 properties

Outside Claude Code, the same commands run through the Python adapters in scripts/ — see AGENTS.md for the cross-runtime invocation table.

How it works

scripts/ga4_auth.py resolves credentials. ga4_data.py wraps runReport and runFunnelReport. ga4_admin.py wraps the Admin API for both reads (property, streams, custom defs, key events, audiences) and writes (event rules, audiences, custom dimensions, key events). ga4_context.py reads the property's web-stream URL and analyzes the live site to produce the property profile that grounds every other audit. ga4_benchmarks.py ships a vertical-by-metric benchmark table and a compare() helper used by the reporter to attach calibrated verdicts to findings. ga4_definitions.py stores reusable segment filter expressions and custom report definitions under ~/.claude/ga4-definitions/. ga4_report.py renders the audit and single-report markdown, HTML, and PDF (PDF via WeasyPrint).

Agents under agents/ are markdown files Claude reads and dispatches as subagents. Skills under skills/ provide the /ga4 ... routing surface for Claude Code. Codex and Gemini CLI use the equivalent runtime-specific instruction files (AGENTS.md, GEMINI.md) plus the same Python adapters.

Project structure

google-analytics-agent/
  .claude-plugin/        plugin manifest and marketplace config
  agents/                specialist agent definitions
  docs/                  setup guide
  hooks/                 placeholder for pre/post-tool guards
  scripts/               Python adapters and tests (the universal CLI)
  examples/              sample-audit.md showing the audit output shape
  skills/
    ga4/                 top-level router skill + reference docs
    ga4-audit/           parallel audit orchestrator (with benchmarks + markdown)
    ga4-context/         live-site profiler: vertical / platform / framework
    ga4-funnel/          funnel analysis (configurable steps)
    ga4-segments/        cohort drop-off
    ga4-events/          event taxonomy validation
    ga4-events-edit/     EventEditRule / EventCreateRule writes
    ga4-audiences/       audience CRUD
    ga4-custom-defs/     custom dimension / metric CRUD
    ga4-key-events/      key event CRUD
    ga4-segment-defs/    local stored segment definitions
    ga4-custom-report/   local stored report definitions
  AGENTS.md              Codex instructions
  GEMINI.md              Gemini CLI instructions
  CLAUDE.md              Claude Code instructions (also points here)

The conversions, attribution, quality, and property read commands are routed directly by the ga4 router (which spawns the matching agent in agents/); they no longer have separate skill directories. Every /ga4 <command> invocation is unchanged.

Funnels

The funnel analysis accepts any ordered list of GA4 event names. The e-commerce purchase funnel is available as a convenience preset:

view_item -> add_to_cart -> begin_checkout -> add_payment_info -> purchase

For e-commerce flows where a payment provider redirects the user out of the page and back, the --check-postpayment flag runs a heuristic that detects add_payment_info firing after purchase and drops the misleading step from the funnel. The check is opt-in and not relevant outside that class of flow.

Date ranges

• Funnel, segments, conversions, attribution, property: 28 days default
• Events (data quality sampling): 7 days default
• Override with --days N on any command

Benchmarks

scripts/ga4_benchmarks.py ships a vertical-by-metric band table (p25 / p50 / p75) for nine verticals — ecommerce, saas, media, lead_gen, finance, travel, education, nonprofit, other. Numbers are conservative directional estimates compiled from public industry reports (Contentsquare digital experience benchmarks, WordStream PPC benchmarks, Unbounce conversion benchmark reports, Statista) as of late 2025. Any finding that declares a metric / metric_value pair is auto-enriched with the band, interpretation, and a delta-vs-median percent. The benchmark vertical is read from the property context (ga4-context), overridable per audit via --vertical.

Markdown reports

Audit and custom-report runs default to plain markdown (no emoji) — easy to commit, review, and diff. The audit markdown includes:

• Header with property ID, confidence label, and benchmark vertical
• Property Context section with homepage status, inferred vertical / platform / framework, language, SPA-vs-MPA, sitemap-derived page-type inventory
• Executive Summary (one bullet per agent)
• Action Plan grouped by severity, with benchmark band annotations on any metric-bearing finding
• Per-Agent Output with collapsed raw JSON appendix per agent

Pass --format html or --format pdf for the other renderings.

Confidence labels

The ga4-quality agent runs first in every audit and emits a label that every other finding inherits:

Label	Meaning
high	<1% sampling, clean data — act on findings
medium	1-10% sampling — act but verify with raw event sampling
low	10-30% sampling — directional only
very_low	>30% sampling — fix data quality first, do not act on findings

Status

v0.4.1 — published to PyPI as google-analytics-agent, with an MCP server (ga4-mcp), packaging and CI hardening, and automated Trusted-Publishing releases. Read path is complete and works against live properties. Write path (event rules, audiences, custom defs, key events) is wired and covered by offline integration tests that exercise the real proto round-trip (recorded API responses, mocked transport); it has not yet been smoke-tested against a live property. Local segment and custom-report stores are complete.

Releasing

Releases publish to PyPI automatically via .github/workflows/release.yml, using PyPI Trusted Publishing (OIDC — no API token stored in the repo).

To cut a release:

1. Bump version in pyproject.toml and commit.
2. Push to master.
3. Create a GitHub Release with tag vX.Y.Z (matching the new version).

The workflow then verifies the tag matches the packaged version, builds the sdist and wheel, runs twine check, and publishes to PyPI from the pypi environment. The tag/version guard (scripts/check_release_version.py) fails the build if the Release tag and pyproject.toml version disagree.

If the release: published event fails to trigger the workflow (GitHub occasionally drops it when the workflow was only just added to the default branch), trigger it manually against an existing tag:

gh workflow run release.yml -f tag=vX.Y.Z

The manual run builds from the branch HEAD it is dispatched on (so push the version bump first) and otherwise follows the same verify and publish path. The tag input is checked against the packaged version by the same guard.

One-time setup (already done for this repo, listed for forks):

• On PyPI, register a Trusted Publisher for the project: owner, repo, workflow release.yml, environment pypi.
• In GitHub repo settings, create an environment named pypi.

License

MIT. See pyproject.toml.

Sample output

See examples/sample-audit.md for a hand-crafted audit showing the markdown report shape — header, property context, executive summary, severity-grouped action plan with benchmark verdicts, and per-agent appendix.

A condensed view is in examples/sample-audit-screenshot.md.

Acknowledgements

Built on top of google-analytics-data and google-analytics-admin.

Related

Part of a set of marketing-measurement agent toolkits:

• google-ads-agents
• google-search-console-agent
• meta-ads-agents
• gtm-diff
• figma-taxonomy-gen

Built and maintained by Good Labs.