Restructure skill numbering: SEO 11-30, GTM 60-69, reserve 19-28 for future skills

Renumber 12 existing skills to new ranges: - SEO: 11→13, 12→18, 13→16, 14→17, 15→14, 16→15, 17→29, 18→30, 19→12 - GTM: 20→60, 21→61, 22→62 Update cross-references in gateway architect/builder skills, GTM guardian README, CLAUDE.md (skill tables + directory layout), and AGENTS.md (domain routing ranges). Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
2026-02-13 02:37:39 +09:00
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--- a/custom-skills/62-gtm-guardian/desktop/references/phase2-behaviour.md
+++ b/custom-skills/62-gtm-guardian/desktop/references/phase2-behaviour.md
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+# Phase 2: User Behaviour Modeling & KPI Definition
+
+사용자의 웹/앱 사용 흐름을 분석하고, 중점 관리 행동과 KPI를 정의.
+
+## Objectives
+
+1. 사용자 여정(User Journey) 매핑
+2. 핵심 전환 포인트(Conversion Points) 식별
+3. KPI 및 측정 지표 정의
+4. 이벤트 우선순위 결정
+
+## User Journey Framework
+
+### Standard Funnel Stages
+```
+Awareness → Interest → Consideration → Intent → Purchase → Loyalty
+    ↓          ↓           ↓            ↓          ↓         ↓
+ Landing    Browse     View Item    Add Cart   Checkout   Repeat
+```
+
+### Site Type별 Journey
+
+#### E-commerce
+```
+Landing → Category → Product View → Add to Cart → Checkout → Purchase
+                          ↓
+                    Wishlist/Compare
+```
+
+#### Lead Generation
+```
+Landing → Content Browse → Form View → Form Start → Form Submit → Thank You
+                               ↓
+                         Chat/Call CTA
+```
+
+#### SaaS
+```
+Landing → Pricing → Sign Up Start → Email Verify → Onboarding → Activation
+                         ↓
+                   Demo Request
+```
+
+## Conversion Points Definition
+
+### Macro Conversions (Hard)
+| Conversion | Business Value | Typical Events |
+|------------|----------------|----------------|
+| Purchase | Revenue | purchase |
+| Lead Submit | Lead value | generate_lead |
+| Sign Up | LTV estimate | sign_up |
+| Subscription | MRR | subscribe |
+
+### Micro Conversions (Soft)
+| Conversion | Intent Signal | Typical Events |
+|------------|---------------|----------------|
+| Add to Cart | Purchase intent | add_to_cart |
+| Form Start | Engagement | form_start |
+| Video Complete | Content consumption | video_complete |
+| Scroll 75% | Page engagement | scroll |
+
+## KPI Framework
+
+### SMART KPI Template
+```
+Metric: [이름]
+Definition: [정의]
+Formula: [계산식]
+Target: [목표값]
+Tracking Event: [관련 이벤트]
+```
+
+### Standard E-commerce KPIs
+| KPI | Formula | Events Required |
+|-----|---------|-----------------|
+| Conversion Rate | transactions / sessions | purchase, session_start |
+| AOV | revenue / transactions | purchase |
+| Cart Abandonment | 1 - (purchases / carts) | add_to_cart, purchase |
+| Product View Rate | product_views / sessions | view_item |
+
+### Lead Gen KPIs
+| KPI | Formula | Events Required |
+|-----|---------|-----------------|
+| Lead Conversion Rate | leads / sessions | generate_lead |
+| Form Completion Rate | submits / form_starts | form_start, form_submit |
+| Cost per Lead | ad_spend / leads | generate_lead + ad data |
+
+### Engagement KPIs
+| KPI | Formula | Events Required |
+|-----|---------|-----------------|
+| Avg Session Duration | total_time / sessions | Enhanced Measurement |
+| Pages per Session | pageviews / sessions | page_view |
+| Scroll Depth | avg(scroll_percent) | scroll |
+
+## Event Priority Matrix
+
+### Priority 1 (Must Have)
+- purchase / generate_lead (primary conversion)
+- begin_checkout (funnel step)
+- add_to_cart (intent signal)
+- page_view (baseline)
+
+### Priority 2 (Should Have)
+- view_item (product engagement)
+- form_start (form engagement)
+- login / sign_up (user identity)
+- search (intent signal)
+
+### Priority 3 (Nice to Have)
+- scroll_depth (engagement)
+- video_progress (content consumption)
+- share (virality)
+- cta_click (UI interaction)
+
+## Output Template
+
+```markdown
+# [프로젝트명] User Behaviour & KPI Report
+
+## User Journey Map
+[Mermaid diagram 또는 텍스트 플로우차트]
+
+## Conversion Points
+### Macro Conversions
+| Conversion | Value | Priority | Event |
+|------------|-------|----------|-------|
+
+### Micro Conversions
+| Conversion | Signal | Priority | Event |
+|------------|--------|----------|-------|
+
+## KPI Definition
+### Primary KPIs
+| KPI | Formula | Target | Tracking |
+|-----|---------|--------|----------|
+
+### Secondary KPIs
+| KPI | Formula | Target | Tracking |
+|-----|---------|--------|----------|
+
+## Event Priority List
+### Must Track (P1)
+- 
+### Should Track (P2)
+-
+### Nice to Track (P3)
+-
+
+## Custom Dimensions Required
+| Dimension | Scope | Values | Purpose |
+|-----------|-------|--------|---------|
+
+## Custom Metrics Required
+| Metric | Type | Unit | Purpose |
+|--------|------|------|---------|
+```
+
+## Stakeholder Input Needed
+
+- Marketing: 캠페인 목표, 전환 가치
+- Sales: Lead qualification criteria
+- Product: 핵심 사용자 액션
+- Analytics: 리포팅 요구사항
+
+## Next Phase
+
+KPI 정의 완료 후 → Phase 3: Tagging Plan Design