Overview

GA4 Intelligence Tool is an internal tool I built for Kellett Communications to reduce the manual work of pulling, filtering, and interpreting GA4 data — surfacing patterns and drafting analysis so account managers can focus on judgment rather than report assembly.

The workflow is two-pass: a first Claude call reviews broad GA4 metrics and surfaces 3–5 focus areas worth investigating. The account manager selects one, which triggers a deeper data pull and an agentic Claude session that investigates, fetches live page content where relevant, and streams a plain-language brief to the UI.

Architecture

The backend is Slim 4 PHP. It proxies GA4 API calls server-side (using the official google/analytics-data client) and exposes a URL-fetch proxy that Claude can call during analysis to inspect live page content, check redirect chains, or parse sitemaps. The frontend is a single Alpine.js page with no build step.

Anthropic API calls are made directly from the browser with the key served to the JS session at load time and held only in memory — acceptable here because the tool is internal and protected by Google OAuth.

Agentic Tool Use

Drill, path analysis, period comparison, and chat turns all give Claude a tools array it can call mid-turn: custom GA4 drill queries with optional filters and comparison periods, inbound/outbound path lookups, and several page-fetch modes (head check, link extraction, body text, redirect chain, sitemap). Claude decides which to call, sequences them, and produces a single coherent response. Prompt caching is applied to system prompts and large data payloads to keep multi-turn sessions fast.

Features

• Site profiles store platform type (WordPress or Drupal), base URL, and account manager notes per property. On first load Claude scans the homepage and a secondary page to generate a site summary that gets injected into every subsequent system prompt. Claude can also propose context updates mid-analysis — if it observes something about the site that should revise the stored summary, it surfaces the change for the account manager to accept.
• Session persistence — analysis state is saved server-side (UUID-keyed, per property, 48-hour TTL) so account managers can close the tab and resume exactly where they left off.
• Discussion items extracted after each drill brief give structured follow-up actions: period comparisons, device/geo/channel breakdowns, path analysis for specific pages — each opening its own threaded sub-investigation.
• Scrapbook and report library — exchanges and full threads can be pinned during a session, then compiled by Claude into a structured markdown draft. Compiled reports are persisted server-side per property with a configurable TTL, accessible across sessions as a starting point for client-ready output.
• Access is restricted via Google OAuth (email whitelist); PHP sessions handle auth state with proactive token refresh before expiry.