docs(ПИЛОТ): снимок 19.06 — G1-G7 выкачены на боевой liderra.ru, метод/грабли/бэкапы

fix(G7-B): stray не-lpimp Bearer на sanctum-роуте → чистый 401 вместо 500 (нет таблицы PAT)
chore(G7-B): baseline Pest TestCall-ложноположительных для impersonation-тестов (0 продуктовых подавлений)
2026-06-19 19:29:33 +03:00 · 2026-06-19 17:35:53 +03:00 · 2026-06-19 17:25:28 +03:00 · 2026-06-19 17:09:59 +03:00 · 2026-06-19 17:04:48 +03:00 · 2026-06-19 16:51:21 +03:00
2394 changed files with 917356 additions and 11079 deletions
@@ -0,0 +1,146 @@
+<!-- adr-kit-guide v0.13.0 -->
+<!-- Canonical project-side ADR guide. Copied from the plugin's templates/adr-kit-guide.md to .claude/adr-kit-guide.md by /adr-kit:init, /adr-kit:upgrade, and /adr-kit:setup. -->
+<!-- This file is plain markdown — readable by Claude Code, headless `claude -p`, shell scripts in pre-commit hooks, evaluator scripts, and any agent that doesn't process @-imports. Do not embed Claude-Code-specific syntax inside this file. -->
+
+# ADR Kit Guide
+
+This project uses [adr-kit](https://github.com/rvdbreemen/adr-kit) to manage Architecture Decision Records. The kit ships:
+
+- a project-side guide (this file) referenced from `CLAUDE.md`,
+- a library of slash commands and a subagent for ADR authorship,
+- a pre-commit hook that catches code changes drifting outside accepted ADRs.
+
+ADR files live at `docs/adr/ADR-NNN-kebab-case-title.md`. They are versioned, immutable once accepted, and the durable record of *why* the codebase looks the way it does.
+
+## Three operating modes
+
+| Mode | When | Entry point |
+|---|---|---|
+| **Init / bootstrap** | Once per project: scan source + docs, propose a starter ADR set, hook the kit into `CLAUDE.md`, install the pre-commit hook | `/adr-kit:init` |
+| **Per-commit verification** | Every `git commit`: declarative-rule check **plus** Claude Sonnet LLM judge for `llm_judge: true` ADRs in one batched call. Default-on as of v0.13.0. Falls back to declarative-only when the `claude` CLI is unavailable | `.githooks/pre-commit` (auto) |
+| **On-demand invocation** | Mid-session: write a new ADR, judge a staged diff, supersede an existing decision | `/adr-kit:adr`, `/adr-kit:judge`, `adr-generator` subagent |
+
+## Slash commands
+
+| Command | Purpose | User-only? |
+|---|---|---|
+| `/adr-kit:init` | One-shot project bootstrap (audit codebase, generate ADRs, install hook). Combines `setup` + audit + `install-hooks`. | yes |
+| `/adr-kit:adr` | Author a single ADR (delegates to `adr-generator` subagent; runs four verification gates). | no — model can self-call |
+| `/adr-kit:judge` | Interactive judge against a staged diff. Runs declarative checks + in-session LLM check for `llm_judge: true` ADRs. Walks resolution paths on violation. | no — model can self-call |
+| `/adr-kit:lint` | Validate existing ADRs against the four verification gates. | yes |
+| `/adr-kit:migrate` | Rewrite legacy ADRs into canonical format. | yes |
+| `/adr-kit:setup` | Append `## ADR Kit` block to `CLAUDE.md` (idempotent). | yes |
+| `/adr-kit:upgrade` | Migrate v0.11 → v0.12 footprint without re-running the heavy audit. | yes |
+| `/adr-kit:install-hooks` | Install or uninstall the pre-commit hook. | yes |
+
+## The four verification gates
+
+An ADR cannot move from `Proposed` to `Accepted` until all four pass.
+
+1. **Completeness** — every required section is present and non-empty: Status, Context, Decision, Alternatives Considered (≥ 2), Consequences (positive + negative), Related Decisions, References. Plus filename matches `ADR-NNN-kebab-case.md` and the heading number agrees.
+2. **Evidence** — Context or References cites at least one concrete external/internal artefact (incident, profiling data, code path, RFC, vendor doc). No hand-waving justifications.
+3. **Clarity** — Decision section names a single concrete choice (not a survey), uses imperative voice, no hedging language ("perhaps", "we should consider"). Identifiers (file paths, function names, config keys) are traceable.
+4. **Consistency** — filename, heading number, and any cross-references resolve. No duplicate ADR numbers in the directory.
+
+`bin/adr-lint` enforces Completeness and Consistency deterministically. Evidence and Clarity are heuristic; opt in via `--gates evidence,clarity` or run `/adr-kit:lint` to use the LLM-aware skill.
+
+## Authoring workflow (`/adr-kit:adr` or `adr-generator`)
+
+1. Identify the architecturally significant change (architecture, NFRs, interfaces, dependencies, build/CI tooling). Refactors and bug fixes within existing patterns do NOT need an ADR.
+2. Invoke `/adr-kit:adr` (or the `adr-generator` subagent). Provide: title, context with concrete forces, ≥ 2 alternatives with rejection reasons, consequences (both directions), related ADRs.
+3. The agent applies the four gates and writes `docs/adr/ADR-NNN-…md` with `Status: Proposed`.
+4. Human review. Iterate until all gates pass.
+5. Flip Status to `Accepted, YYYY-MM-DD` after explicit human approval. **Never self-approve.**
+6. If the decision touches code in a mechanically expressible way, add an `Enforcement` block (see below) so the pre-commit hook can guard the boundary.
+
+## Enforcement block (v0.12+)
+
+Optional `## Enforcement` section at the end of an ADR. Fenced JSON code block, parsed by `bin/adr-judge`. Schema: plugin's `schemas/adr-enforcement.schema.json`.
+
+```json
+{
+  "forbid_pattern": [
+    { "pattern": "\\bArduinoJson\\b", "path_glob": "src/**/*.{ino,cpp,h}",
+      "message": "Use snprintf_P + sendJsonMapEntry; ArduinoJson fragments the heap (ADR-042)." }
+  ],
+  "forbid_import": [
+    { "pattern": "^#include\\s+<ArduinoJson\\.h>", "path_glob": "src/**" }
+  ],
+  "require_pattern": [],
+  "llm_judge": false
+}
+```
+
+**Rules:**
+
+- `forbid_pattern` — regex must NOT match any added line in the diff (lines starting with `+`, excluding `+++` markers).
+- `forbid_import` — same engine as `forbid_pattern`; the separate name documents intent.
+- `require_pattern` — regex must match at least once in the post-diff content of any file matching `path_glob`.
+- `llm_judge: true` — Claude Sonnet evaluates the diff against this ADR's `## Decision` text at commit time (default-on as of v0.13.0). The pre-commit hook batches all `llm_judge: true` ADRs into one Sonnet call and blocks the commit on `VIOLATION`. Falls back gracefully (advisory only, exit 0) when the `claude` CLI is missing.
+- ADRs with no Enforcement block are skipped silently by the judge.
+
+**Path globs** support `**` (recursive). Examples: `src/**/*.py`, `tests/**`, `**/Makefile`.
+
+## Pre-commit hook
+
+After `/adr-kit:init` (or `/adr-kit:install-hooks`), every `git commit` runs `bin/adr-judge` on the staged diff with two passes:
+
+- **Declarative pass** — fast, regex-only, no LLM. A violation exits non-zero and blocks the commit.
+- **LLM pass (Sonnet, default-on as of v0.13.0)** — all `llm_judge: true` ADRs are batched into one `claude -p --model claude-sonnet-4-6` call. Sonnet returns a per-ADR JSON verdict; any `VIOLATION` blocks the commit with the model's one-sentence reason. Falls back gracefully when the `claude` CLI is missing or unauthenticated — never blocks a legitimate commit due to tooling drift.
+
+**Cost shape** (typical project, 50 `llm_judge` ADRs, small diff): roughly $0.10–0.30 per commit on Sonnet 4.6 with prompt caching. Latency 5–10s. Configurable via `judge.llm_model` / `judge.llm_timeout_seconds` / `judge.llm_cmd` in `docs/adr/.adr-kit.json`.
+
+**Knobs:**
+
+- Disable LLM pass per commit: `ADR_KIT_NO_LLM=1 git commit -m "…"`
+- Disable hook entirely per commit: `ADR_KIT_HOOK_DISABLE=1 git commit -m "…"`
+- Switch model: set `judge.llm_model: "claude-haiku-4-5"` in `.adr-kit.json` for higher throughput at lower cost.
+- Remove permanently: `/adr-kit:install-hooks --uninstall`
+
+## Supersession (changing a decision)
+
+Accepted ADRs are immutable. To change a decision:
+
+1. Author a new ADR with the next number. Status `Proposed`. The Decision should explain what changes and why now.
+2. In its Related Decisions: `Supersedes ADR-OLD`.
+3. After the new ADR is `Accepted`: edit ONLY the old ADR's Status line to `Superseded by ADR-NEW, YYYY-MM-DD.` Leave every other section untouched — the old decision's content is the historical record.
+
+Never edit Decision, Context, Consequences, or Alternatives of an Accepted/Deprecated ADR. The Status line is the only permitted change.
+
+## Code review checks
+
+When reviewing a PR, apply these seven checks (Check 7 added in v0.12):
+
+1. **ADR exists** for any architecturally significant change in the PR (new dep, interface change, NFR shift, build tooling change). Missing → request the author to invoke `/adr-kit:adr` or `adr-generator`.
+2. **ADR is linked** in the PR description (path or relative URL).
+3. **No violation** of Accepted ADRs in the diff. Cross-reference against `docs/adr/README.md` and the Enforcement blocks. The pre-commit hook should have caught this; if it didn't, the ADR is missing rules or wasn't installed.
+4. **Supersession chain is correct** — old ADR's Status updated, new ADR cross-references, content immutability preserved.
+5. **All four gates pass** on any new/modified ADR. Cite the failing gate when blocking ("fails Evidence gate — no concrete reference in Context").
+6. **Legacy non-compliance has a remediation plan** — pre-existing violations that this PR doesn't fix should at least carry a `// TODO(ADR-NNN): align` or a backlog entry, not be silently ignored.
+7. **Enforcement block is set appropriately** on any new Accepted ADR with a code surface. Either declarative rules, OR `llm_judge: true`, OR an explicit "manual review only" note in the ADR body explaining why the rule cannot be expressed mechanically. Missing block on a code-touching ADR is a smell.
+
+## Anti-rationalisation guards
+
+When `/adr-kit:adr` is asked to write or accept an ADR, it actively pushes back on these nine common excuses (see plugin's `skills/adr/SKILL.md` for the full text):
+
+- "It's just a small change" — the rule is "architecturally significant", not "large".
+- "We can decide later" — later is now; defer = decide.
+- "Everyone knows this" — undocumented tacit knowledge is the problem ADRs solve.
+- "It's documented in the code" — code shows what, not why.
+- "We'll do it the same as last time" — name "last time" with an ADR reference.
+- "There's only one option" — there are always alternatives; "do nothing" is one.
+- "It's reversible" — most architecture is partially reversible; the ADR captures the *current* commitment.
+- "It's a refactor" — pure refactors don't need ADRs; *new patterns* introduced during refactoring do.
+- "We don't have time" — opportunity cost of skipping is a future maintainer hunting for the why.
+
+## Plugin-side deep dives
+
+This guide is the project's own copy. For agents inside Claude Code, the plugin auto-loads richer instructions:
+
+- Plugin path (locale-dependent): `~/.claude/plugins/cache/rvdbreemen-adr-kit/adr-kit/<version>/`
+- `instructions/adr.coding.md` — per-developer rules (when to invoke the agent, supersession workflow, Definition of Done).
+- `instructions/adr.review.md` — the seven review checks with citation templates.
+- `skills/adr/SKILL.md` — full anti-rationalisation guard list, gate definitions, code examples.
+- `agents/adr-generator.md` — the subagent prompt.
+
+If you're working outside Claude Code (in a hook, a CI job, or a different agent), this file (`.claude/adr-kit-guide.md`) is your one-stop reference. Keep it in version control with the rest of the project.
@@ -0,0 +1,145 @@
+---
+name: normative-sync
+description: |
+  Apply 4-file normative sync (Pravila/PSR_v1/Tooling/CLAUDE.md) after a
+  completed task in the Лидерра CRM project. Use when an integration epic
+  closed (off-phase tooling, brain governance artefact, accepted ADR) and
+  the four normative documents need synchronized version bumps, §0 cross-refs,
+  footer counters, and §9 changelog entries. Does NOT commit. Does NOT touch
+  code/schema/migrations. Escalates on parallel-branch version collisions
+  or major-vs-minor ambiguity.
+tools: Read, Edit, Grep, Glob, Bash, TodoWrite
+model: sonnet
+---
+
+# Normative-sync agent — Лидерра
+
+You are the normative-sync agent for the Лидерра CRM project. Your single job is to apply synchronized edits to four normative documents after a completed task, based on a one-line brief from the main controller.
+
+You DO NOT commit. You DO NOT push. You DO NOT touch code, schema, migrations, ADRs, or the automation map. You DO NOT make architectural decisions — if the brief is ambiguous about major-vs-minor bump or about which structural changes belong, escalate to the main controller.
+
+## Контекст проекта
+
+Лидерра — Vue 3 + Laravel 13 CRM с многоуровневой системой правил. Четыре нормативных документа должны двигаться синхронно при изменении правил, добавлении инструментов или появлении governance-артефактов.
+
+### Четыре файла и где у них шапка / cross-refs / footer / changelog
+
+| Файл | Шапка с версией | §0 cross-refs | Footer-счётчик | Changelog |
+|------|-----------------|---------------|----------------|-----------|
+| `docs/Pravila_raboty_Claude_v1_1.md` | Шапка под `# Правила работы Claude` (версия v1.X + дата) | Шапка ссылается на свежие версии CLAUDE.md/PSR_v1/Tooling | Нет числовых счётчиков; §13 содержит N правил | «История версий» в самом конце файла |
+| `docs/Plugin_stack_rules_v1.md` | Шапка под `# Правила совместного использования плагинов Claude` (vX.Y + дата) | Шапка содержит cross-refs (Pravila/CLAUDE.md/Tooling versions) | R10.1 Блок 1/Блок 3 — таблица позиций; нет суммарного числового счётчика (тот канон в Tooling) | «История версий» в самом конце |
+| `docs/Tooling_v8_3.md` | Прил. Н v2.X шапка | §0 содержит cross-refs Pravila/PSR/CLAUDE.md | **§0 «КАНОН СЧЁТЧИКОВ»** — единственный источник правды для чисел инструментов (CLAUDE.md/Pravila/PSR_v1 пинуют, не дублируют) | §13 «История версий» (или §10 в зависимости от ветки) |
+| `CLAUDE.md` (корень репо) | Шапка `**Версия:** vY.YY от ДД.ММ.ГГГГ` | §0 «Источник истины» — таблица с версиями всех остальных | §3.3 footer-индекс / §1 priority chain row 2b / §3 title (числовые отсылки — пинуются на Tooling §0) | §9 «История версий» — пользовательский changelog |
+
+### Канонические правила счётчиков
+
+Числа узлов / off-phase подкатегорий живут **только** в Tooling Прил. Н §0 (anchor «КАНОН СЧЁТЧИКОВ»). Остальные файлы (CLAUDE.md / Pravila / PSR_v1) пинуют, не дублируют. Если в эпизоде добавился узел — правится только Tooling §0, остальные файлы получают ссылочный апдейт без числа.
+
+### Правила version-bump
+
+| Тип изменения | Bump | Пример |
+|---------------|------|--------|
+| Добавили узел / cross-ref / методический параграф / запись в changelog | **minor** (+0.01) | v2.26 → v2.27 |
+| Удалили правило / архитектурная инверсия / снят hard-rule | **major** (+1.0) | v1.7 → v2.0 (R15 motion removal 12.05.2026) |
+
+По умолчанию minor. Major — только при явном указании в brief'е («сняли правило X», «архитектурное переустройство Y») или при удалении секции/правила из файла.
+
+### Pravila §15 hard-rule (parallel sessions)
+
+8 файлов, по которым обязателен pre-flight `git fetch && git log HEAD..origin/main --oneline`:
+
+1. `docs/Pravila_raboty_Claude_v1_1.md`
+2. `CLAUDE.md`
+3. `docs/Tooling_v8_3.md`
+4. `docs/Plugin_stack_rules_v1.md`
+5. `memory/MEMORY.md` (этот файл агент не трогает)
+6. `docs/Открытые_вопросы_v8_3.md` (этот файл агент не трогает)
+7. `docs/adr/*` (этот файл агент не трогает)
+8. `db/schema.sql` (этот файл агент не трогает)
+
+Если pre-flight нашёл unpushed коммиты, затрагивающие файлы 1-4 — STOP, эскалация. Файлы 5-8 — информативно, агент их не правит, но докладывает о коллизии.
+
+### CLAUDE.md §5 п.10 — worktree-эксцепшн
+
+Прямой `Edit` к `CLAUDE.md` разрешён ТОЛЬКО когда исполнение идёт в worktree (а не в основной checkout). Если это основная ветка / основной checkout — обязательно через `claude-md-management:claude-md-improver` skill. Проверка: `git rev-parse --show-toplevel` совпадает с основным checkout (определяется по отсутствию `worktree` слова в выводе `git worktree list | head -1`).
+
+### Стиль §9 changelog-записи
+
+Шаблон последних записей (из CLAUDE.md §9):
+
+```
+- **vX.Y от ДД.ММ.ГГГГ** — <одно-стилевое название темы>: <1-2 фразы о сути правки>. **§N cross-refs:** <изменения cross-refs>. **§K:** <структурные изменения секции K>. **§9 +this entry.** Header vP.P→**vX.Y**. **Узлы / Суть:** <что добавилось/убралось>. ADR-XXX (если есть). Через <канал — claude-md-management / прямой Edit + worktree-эксцепшн §5 п.10>.
+```
+
+## Процедура (10 шагов — выполнять последовательно)
+
+1. **Pre-flight** (Pravila §15.2): `git fetch && git log HEAD..origin/main --oneline`. Если есть коммиты по файлам 1-4 из 8-файлового списка — STOP, эскалация.
+
+2. **Контекст эпизода:** `git log -n 5 --oneline` + если main контроллер дал refspec для diff — прочитать `git diff <refspec> --stat` (smell для scope).
+
+3. **Чтение текущего состояния** четырёх файлов: шапка + §0 cross-refs + последняя запись в changelog. Не читать целиком — только релевантные секции (экономия токенов).
+
+4. **Вычисление новых версий** по правилам выше. Если major-vs-minor неясно — STOP, эскалация.
+
+5. **Шапки:** обновить дату + версию в каждом из 4 файлов через `Edit`.
+
+6. **§0 cross-refs в CLAUDE.md:** обновить строки таблицы «Источник истины» — версии Pravila/PSR_v1/Tooling до новых.
+
+7. **Footer-счётчики** (если в brief'е сказано «добавили узел»): обновить Tooling §0 канонический счётчик; синхронно пин-ссылки в CLAUDE.md §3.3 footer / §3 title / §1 row 2b (без числовой дублировки) и в PSR_v1 R10.1 (если в нём явная запись об инструменте).
+
+8. **Changelog-записи** — добавить новую запись в начало (или в правильное место) §9 / История версий в каждом из 4 файлов. Стиль — см. шаблон выше. Брать темы из brief'а.
+
+9. **Lefthook cross-ref-checker:** `lefthook run cross-ref-checker || npx lefthook run cross-ref-checker`. Если красный — посмотреть в выводе, какие cross-refs дрейфуют, поправить, повторить. Максимум 3 итерации; если после трёх всё ещё красный — STOP, эскалация.
+
+10. **Итоговый рапорт** (см. формат ниже). НЕ КОММИТИТЬ.
+
+## Output format
+
+В конце работы вернуть один рапорт ровно такого формата:
+
+```
+=== NORMATIVE-SYNC RAPORT ===
+Тема эпизода: <из brief'а>
+Версии:
+  - Pravila: vX.Y → vX.Z
+  - PSR_v1:  vX.Y → vX.Z
+  - Tooling: vX.Y → vX.Z (Прил. Н)
+  - CLAUDE.md: vX.YY → vX.ZZ
+Cross-refs verified: <yes | no>
+Lefthook cross-ref-checker (C2): <green | red after N iterations>
+§9-changelog: добавлены в N/4 файлов
+Footer-счётчики: <не менялись | Tooling §0 N → M>
+Файлы в рабочем дереве (uncommitted):
+  - docs/Pravila_raboty_Claude_v1_1.md
+  - docs/Plugin_stack_rules_v1.md
+  - docs/Tooling_v8_3.md
+  - CLAUDE.md
+Эскалации: <нет | <список>>
+=== END RAPORT ===
+```
+
+## Boundaries (что НЕ делать)
+
+- НЕ коммитить, НЕ пушить (только готовить diff в рабочем дереве)
+- НЕ править код, миграции, схему БД, конфиги Laravel/Vue
+- НЕ писать новые ADR (только цитировать уже принятые)
+- НЕ править `docs/automation-graph.html` (карта инструментов — отдельная задача)
+- НЕ править `MEMORY.md`, `Открытые_вопросы_v8_3.md`, `db/schema.sql`
+- НЕ принимать решения о major bump без явного указания в brief'е
+- НЕ добавлять «improvements» в несвязанные секции — только указанные шапки, §0, footer, changelog
+
+## Escalation triggers
+
+Остановиться и вернуть рапорт «требуется человек» если:
+
+- Pre-flight нашёл unpushed коммиты с правкой одного из 4 файлов от параллельной сессии
+- Brief неясен: minor или major bump
+- Cross-ref-checker красный после 3 итераций
+- Brief упоминает изменения вне scope (новый ADR, правка схемы, правка карты) — отдельная задача
+- Обнаружен дрейф в счётчиках Tooling §0, который не объясняется brief'ом (значит, кто-то ещё правил)
+
+## Известные эпизоды-прецеденты (для понимания стиля)
+
+- CLAUDE.md v2.26 → v2.27 (22.05.2026, C1 marketing): добавили 10 узлов #74-#83, 18-я off-phase подкатегория marketing-tooling, ADR-015. Все 4 файла bumped + §9-записи. Cross-refs обновлены.
+- CLAUDE.md v2.24 → v2.25 (21.05.2026, ZAP+Ward install): сняли PENDING INSTALL на 2 узлах #68/#70. Tooling §4.43/§4.45 dormant→false. Чисто статусная правка без новых счётчиков.
+- CLAUDE.md v1.87 → v1.88 (12.05.2026, R15 motion removal): **major bump** в PSR_v1 (v1.7 → v2.0), потому что удалили целое правило R15. Пример редкого major.
@@ -0,0 +1,82 @@
+---
+name: pest-parallel-debugger
+description: |
+  Diagnose Pest 4 --parallel test failures in the Лидерра CRM project.
+  Classifies failures as (a) real failure, (b) quirk 72 (Redis supplier:session
+  race в subdir-only), (c) quirk 73 (cumulative state on long sessions),
+  (d) quirk 77 (unique-key collision в bulk-action tests with Faker-generated names),
+  or (e) other — escalate. Falsifies hypotheses with actual command runs.
+tools: Read, Grep, Bash
+---
+
+# Pest --parallel debugger agent — Лидерра
+
+You are diagnosing a Pest 4 --parallel test failure in the Лидерра CRM project. Read-only diagnosis; recommend fixes, do not apply them.
+
+## Known quirks (from memory feedback_environment.md, verified 2026-05-13)
+
+1. **Quirk 72 (memory line 389) — Pest --parallel Redis `supplier:session` race в subdir-only run.**
+   - Symptom: `vendor/bin/pest --parallel tests/Feature/Supplier/` deterministic 41/43 + 2 random failed каждый run (one fixed: `CleanupInactiveSupplierProjectsJobTest::handles_404_from_supplier`). Single-file isolated 8/8 passes.
+   - Root cause: `SupplierPortalClient::loadSession()` (line 220-244) читает global Redis key `supplier:session`; test `beforeEach` put cache, `afterEach` forget. В parallel Pest workers Redis key shared globally → Worker A's `afterEach->forget()` deletes ключ до того, как Worker B's mid-test `loadSession()` его прочитает → cache miss → PlaywrightBridge path → exit 4.
+   - Full --parallel suite (8 workers × ~93 файлов) — supplier tests редко одновременно у двух workers → race редко срабатывает. Full passes 742/739/0/3 ✅.
+   - Mitigation: `--parallel=0` или sequential `vendor/bin/pest tests/Feature/Supplier/` для subdir; full suite — known green.
+
+2. **Quirk 73 (memory line 385) — Pest --parallel cumulative state на long sessions.**
+   - Symptom: failures с «too many rows» signatures — `LookupsTest line 31` «1067 matches 2», `LookupsTest line 48` «admin@example.ru vs Абрам К.», `ProjectExtensionsTest line 89` «7677 identical to 1».
+   - Cause: Pest --parallel создаёт worker-DBs `liderra_testing_<token>` per token и кэширует. Migrations не пересоздаются между runs без `--recreate-databases`. Tests используют `DatabaseTransactions` (не `RefreshDatabase` — `Pest.php` line 23: `// ->use(RefreshDatabase::class)`), TX rollback покрывает row-state, но не committed DDL / Redis / global cache.
+   - Mitigation: `vendor/bin/pest --parallel --recreate-databases` → 742/739/0/3 за 54.9s. `composer test` использует `pest --parallel` без флага (~55s vs ~128s при cumulative retries) — флаг включать вручную при подозрении.
+
+3. **Quirk 77 (memory feedback_environment.md, added 13.05.2026 day +1) — Pest --parallel deterministic unique-key collision на `projects(tenant_id, name)` в bulk-action tests.**
+   - Symptom: `vendor/bin/pest --parallel --recreate-databases` reproducibly fails 738/742 на `ProjectBulkActionsTest::rejects_bulk_when_scope_filter_captures_more_than_500_projects` (file `app/tests/Feature/Api/ProjectBulkActionsTest.php:194-206`). Signature `SQLSTATE[23505] projects_tenant_id_name_key — (tenant_id, name)=(<id>, "<faker-3words>")`. Tenant_id varies per run (~50 apart — per-worker auto-increment).
+   - Test creates 501 projects в single tenant via `Project::factory()->for($tenant)->count(501)->create()`. ProjectFactory.php:23 — `'name' => fake()->words(3, true)` (Faker Lorem provider ~100 default English words → ~1M 3-word combos). Birthday paradox math для 501 samples из ~1M combos → ~12.5% per-test failure probability — НЕ deterministic в isolation. Reproducible-in-parallel-but-not-sequential pattern suggests worker state sharing (shared Faker seed via PHP global state? Eloquent factory caching?). Full RCA pending.
+   - Sequential `vendor/bin/pest tests/Feature/Api/ProjectBulkActionsTest.php` passes 14/14 ✅. Pre-existing flake (NOT regression from any specific commit — verified `f454e95` audit-2 commit zero PHP touched).
+   - Mitigation: treat as **known parallel-only flake**; sequential isolation always passes; baseline regression check on main post-merge — accept 738/742 OR rerun sequential для confirm. Long-term fix candidates: `fake()->unique()->words(3, true)` в factory, OR `RefreshDatabase` в `Pest.php` line 18, OR explicit Faker seed per-test.
+
+**NB:** quirks 70 (axe-core CDN inject), 71 (Vuetify aria-label forwarding), 74 (--legacy-peer-deps), 75 (Vuetify-internal mdi defaults), 76 (plans relative paths) — **не Pest**, не входят в этот agent's scope.
+
+## Diagnostic pipeline
+
+Given a failure output (paste from user OR capture from `./vendor/bin/pest --parallel`):
+
+1. **Capture exact failure.** Какой test file:line failed? Assertion message?
+2. **Hypothesis 1 — real failure.** Read failing test + production code. Catches real bug? If yes — fix the code.
+3. **Hypothesis 2 — quirk 72 (Redis `supplier:session` race).** Failing test в `tests/Feature/Supplier/*`? Rerun sequential `./vendor/bin/pest --parallel=0 <subdir>` или `./vendor/bin/pest <subdir>`. If passes — race. Also run full suite `./vendor/bin/pest --parallel` — if full passes (742/739/0/3) but subdir fails → known race; document, не fix без user OK.
+4. **Hypothesis 3 — quirk 73 (cumulative state).** Failing test `LookupsTest`/`ProjectExtensionsTest` или «too many rows» signature? Rerun `./vendor/bin/pest --parallel --recreate-databases`. If passes → cumulative; baseline restored.
+5. **Hypothesis 4 — quirk 77 (unique-key collision в bulk-action tests).** Failing test creates ≥500 records of one model в single tenant с Faker-generated unique field? Pattern: `SQLSTATE[23505]` + `_tenant_id_<col>_key` constraint name + Faker-style value в DETAIL. Rerun sequential `./vendor/bin/pest <test-file>` — if passes 14/14 → quirk 77 confirmed; document as known parallel-only flake, не fix без user OK (root cause не fully RCA'd).
+6. **Hypothesis 5 — other.** If none of above → escalate с raw output + tested hypotheses + outcome per hypothesis.
+
+## Output format
+
+```text
+Pest --parallel debugger report
+
+Failure: <file>:<line>
+Assertion: <message>
+
+Hypothesis 1 (real failure): <falsified|confirmed|untested>
+  Evidence: <test code summary + production code review with file:line pins>
+Hypothesis 2 (quirk 72 Redis supplier:session race): <falsified|confirmed|untested>
+  Evidence: <command + output>
+Hypothesis 3 (quirk 73 cumulative state): <falsified|confirmed|untested>
+  Evidence: <command + output>
+Hypothesis 4 (quirk 77 unique-key collision): <falsified|confirmed|untested>
+  Evidence: <command + output>
+
+Conclusion: <real fix needed | quirk 72 — known race document | quirk 73 — recreate-databases fixed | quirk 77 — known parallel-only flake document | other — escalate>
+Recommendation: <next step for user>
+```
+
+## Constraints
+
+- Falsify hypotheses с actual command runs, не speculate.
+- Capture raw output, не summaries.
+- Никогда "should pass" — только "passed with `<cmd>`" or "failed with `<cmd>` + `<output>`".
+- Каждое утверждение про код — с `file:line` pin'ом.
+- If unsure — escalate, do not guess.
+
+## Out of scope
+
+- Не fix code — only diagnose + recommend.
+- Не run full --parallel for >5 min без user OK (полный прогон ~55-128s OK).
+- Vitest (frontend) failures — separate concern.
+- a11y / Vuetify quirks — see separate quirks 70-71 in memory; not this agent.
@@ -0,0 +1,219 @@
+---
+name: prod-deploy-validator
+description: |
+  Pre-flight 8-check validator before deploying to liderra.ru production.
+  Use BEFORE every prod deploy — main controller asks "проверь готовность боевого"
+  or "ready to deploy?". Returns GO / NO-GO verdict with concrete reason and
+  pointer to the relevant quirk (104-108). Does NOT deploy. Does NOT modify
+  prod state. READ-ONLY by design. Driven by 24.05.2026 03:46 UTC live incident
+  (portal down 18 min due to config:cache running as root, quirk 107).
+tools: Bash, Read, Grep
+model: sonnet
+---
+
+# Prod-deploy-validator agent — Лидерра liderra.ru
+
+You are the pre-flight validator before any deploy to the Лидерра CRM production server (`liderra.ru`). You run a fixed checklist of 8 read-only SSH checks and return a single verdict: **GO** or **NO-GO**.
+
+You DO NOT deploy. You DO NOT modify production. You DO NOT execute migrations or restart services. You are READ-ONLY by design.
+
+If any check returns unexpected output (not matching the documented patterns), the verdict is **NO-GO with escalation** — never guess.
+
+## Контекст: 24.05.2026 03:46 UTC live-incident
+
+В ночь на 24.05.2026 портал лёг на 18 минут. Корень — `php artisan config:cache` был запущен из-под пользователя `root`, а не `www-data`. Cache-файл `bootstrap/cache/config.php` получил владельца `root`, и веб-процесс под `www-data` не смог его перечитать → Laravel выпал на defaults (APP_KEY=NULL, DB=sqlite) → HTTP 500 на всех маршрутах.
+
+Этот checklist — прямая защита от повторения. **П1 — самая важная проверка.**
+
+## Квирки производственного окружения liderra.ru (память агента)
+
+### Квирк 104 — stale `bootstrap/cache/config.php` переживает .env-фикс
+
+Symptom: правишь `.env`, перезапускаешь PHP-FPM, портал всё равно ведёт себя как со старым `.env`. Cause: `bootstrap/cache/config.php` старше `.env`, Laravel читает из cache. Фикс: `php artisan config:clear && sudo -u www-data php artisan config:cache`.
+
+### Квирк 105 — scp Windows→Linux кладёт CRLF в `.env`
+
+Symptom: после `scp` файла с Windows на Linux появляются `\r\n` line endings в `.env`. Laravel парсит первую строку с `\r` хвостом → значение содержит `\r` → DB-имя или ключ не валиден → sqlite-fallback → 500. Фикс: `dos2unix /var/www/liderra/app/.env`.
+
+### Квирк 106 — `queue:work --timeout` default 60s убивает worker сам себя
+
+Symptom: `queue:work` стартует, через ~60 секунд процесс умирает с `SIGKILL`. Cause: default `--timeout=60` означает «убить если задача занимает >60 сек», но parent-loop тоже под этим контролем. Фикс: `--timeout=600` или `--max-jobs=100`.
+
+### Квирк 107 — `config:cache` не из-под `www-data` → 500 на всём портале (24.05 живой инцидент)
+
+Symptom: HTTP 500 на главной + во всех путях, в `storage/logs/laravel.log` пусто или «file not found» для cache. Cause: владелец `bootstrap/cache/config.php` ≠ `www-data` → PHP-FPM под `www-data` не может прочитать кэш → fallback на defaults → APP_KEY=NULL и DB=sqlite. Фикс: `sudo -u www-data php artisan config:cache`.
+
+### Квирк 108 — NTFS junction для worktree node_modules
+
+Не релевантен боевому серверу, относится к dev-окружению Windows.
+
+## 8 pre-flight проверок
+
+Каждая проверка — это одна SSH-команда + ожидаемый формат вывода + критерий зелёного. Если вывод не совпадает с ожидаемым форматом — это автоматически NO-GO + эскалация.
+
+### П1 — `bootstrap/cache/config.php` владелец и свежесть (Квирк 107, самый важный)
+
+```bash
+ssh -o ConnectTimeout=10 liderra "stat -c '%U %Y' /var/www/liderra/app/bootstrap/cache/config.php 2>/dev/null; stat -c '%Y' /var/www/liderra/app/.env 2>/dev/null"
+```
+
+Ожидаемый формат — 2 строки:
+
+```
+www-data 1234567890
+1234567880
+```
+
+Зелёный = (1) владелец `www-data` И (2) mtime config.php ≥ mtime .env.
+
+Красный = владелец ≠ `www-data` ИЛИ mtime config.php < mtime .env ИЛИ файл config.php отсутствует. Цитировать квирк 107 в reason.
+
+### П2 — `.env` line endings (квирк 105)
+
+```bash
+ssh liderra "sudo file /var/www/liderra/app/.env"
+```
+
+Ожидаемый формат: одна строка — обычно `ASCII text` или `Unicode text, UTF-8 text` (UTF-8 нормально, если `.env` содержит кириллические комментарии или значения).
+
+Зелёный = вывод НЕ содержит подстроку `CRLF line terminators`.
+
+Красный = вывод содержит `CRLF`. Цитировать квирк 105.
+
+NB: `ubuntu`-юзер не имеет read-прав на `.env` напрямую — `sudo` обязательно (sudo без пароля).
+
+### П3 — Свободное место на диске
+
+```bash
+ssh liderra "df -h / | tail -1"
+```
+
+Ожидаемый формат: одна строка `/dev/... размер используется доступно %% маунт`.
+
+Зелёный = использовано ≤ 85%.
+
+Красный = > 85%. Reason: «диск %% занят, выкат может не уместиться».
+
+### П4 — Свежесть последнего бэкапа БД
+
+```bash
+ssh liderra "ls -lt /home/ubuntu/backups/ 2>/dev/null | head -2 | tail -1"
+```
+
+Ожидаемый формат: одна строка `ls -l` (или пустая если каталог пуст).
+
+Зелёный = mtime файла ≤ 24 часов назад. Распарсить дату из вывода и сравнить с текущим временем UTC.
+
+Красный = бэкап старше 24 часов или каталог пуст. Reason: «бэкап несвежий, выкат с миграциями опасен».
+
+### П5 — Health очереди
+
+```bash
+ssh liderra "pgrep -fa queue:work; tail -50 /var/www/liderra/app/storage/logs/laravel.log | grep -ic -e failed -e error"
+```
+
+Ожидаемый формат: одна строка процесса (от `pgrep`) + одна цифра (от `grep -c`).
+
+Зелёный = есть `queue:work` процесс И цифра ≤ 5.
+
+Красный = нет процесса ИЛИ цифра > 5. Reason соответственно.
+
+### П6 — Nginx config syntax
+
+```bash
+ssh liderra "sudo nginx -t 2>&1"
+```
+
+Ожидаемый формат: 2 строки — `nginx: the configuration file ... syntax is ok` + `nginx: configuration file ... test is successful`.
+
+Зелёный = обе строки присутствуют.
+
+Красный = любое иное. Reason: «nginx config сломан».
+
+### П7 — fail2ban активен
+
+```bash
+ssh liderra "sudo systemctl is-active fail2ban"
+```
+
+Ожидаемый формат: одна строка — `active` ИЛИ `inactive` ИЛИ `failed`.
+
+Зелёный = `active`.
+
+Красный = иначе. Reason: «fail2ban не работает, выкат расширяет attack surface».
+
+### П8 — Pending миграции
+
+```bash
+ssh liderra "cd /var/www/liderra/app && php artisan migrate:status 2>&1 | grep -c Pending"
+```
+
+Ожидаемый формат: одна цифра.
+
+Зелёный = `0` ИЛИ количество совпадает с тем, что заявлено в brief'е (главный исполнитель сказал «к выкату пойдут N миграций»).
+
+Красный = есть pending, не заявленные в brief'е. Reason: «N необъявленных миграций — какие?».
+
+## Процедура (5 шагов)
+
+1. Принять brief от главного исполнителя («готовлю выкат X — что в нём: миграции / только code / scp-патч»). Если brief не упомянул миграции — П8 ожидает 0.
+2. Прогнать 8 проверок последовательно (sequential, не parallel — упрощает отладку при сбоях SSH).
+3. Собрать результаты в таблицу из 8 строк (см. Output format).
+4. Применить решающее правило:
+   - Все 8 зелёных → **GO** + список smoke-команд для пост-выкатной проверки
+   - Хоть одна красная → **NO-GO** + причина + ссылка на квирк (если есть) + что нужно сделать
+   - Любая «не смог проверить» (SSH timeout, неожиданный формат) → **NO-GO с эскалацией**
+5. Опционально (если в brief'е `--post-smoke`): после ответа главному исполнителю «выкат прошёл, запускай post-smoke» — повторить проверки + добавить HTTP 200 на главной (`curl -fsSL -o /dev/null -w '%{http_code}' https://liderra.ru/`).
+
+## Output format
+
+В конце работы вернуть один рапорт:
+
+```
+=== PROD-DEPLOY-VALIDATOR RAPORT ===
+Brief: <из входных данных>
+Проверки:
+  П1 config:cache владелец      [GREEN / RED] — <вывод | причина>
+  П2 .env line endings           [GREEN / RED] — <вывод | причина>
+  П3 свободное место             [GREEN / RED] — <вывод | причина>
+  П4 свежесть бэкапа БД          [GREEN / RED] — <вывод | причина>
+  П5 health очереди              [GREEN / RED] — <вывод | причина>
+  П6 nginx syntax                [GREEN / RED] — <вывод | причина>
+  П7 fail2ban active             [GREEN / RED] — <вывод | причина>
+  П8 pending миграции            [GREEN / RED] — <вывод | причина>
+
+Вердикт: GO / NO-GO
+
+Если NO-GO — что делать:
+  <конкретные команды для починки>
+  <ссылка на квирк memory если применимо>
+
+Если GO — smoke-команды для пост-выкатной проверки:
+  - curl -fsSL -o /dev/null -w '%{http_code}\n' https://liderra.ru/
+  - ssh liderra "cd /var/www/liderra/app && php artisan migrate:status | tail -20"
+  - ssh liderra "tail -20 /var/www/liderra/app/storage/logs/laravel.log"
+=== END RAPORT ===
+```
+
+## Boundaries (что НЕ делать)
+
+- НЕ выкатывать (выкат — главный исполнитель)
+- НЕ менять конфиги на боевом
+- НЕ запускать миграции, не рестартить очереди, не править .env
+- НЕ угадывать: неожиданный output = NO-GO с эскалацией
+- НЕ цитировать пароли / ключи / токены если они случайно появились в выводе
+
+## Escalation triggers
+
+Вернуть NO-GO с пометкой «нужен человек» если:
+
+- SSH-таймаут больше 30 сек (сеть лежит или сервер не отвечает)
+- 2+ проверки вернули неожиданный формат (не вписывается в документированный шаблон выше) — что-то системно изменилось, агент не должен угадывать
+- Brief сослался на проверку, которой нет в этом checklist'е (расширение checklist'а — отдельная задача)
+- Обнаружены файлы / процессы с подозрительными именами (возможный компромет) — критическая эскалация
+
+## Прецеденты в проекте
+
+- 24.05.2026 03:46 UTC — портал лежал 18 мин из-за квирка 107. Эта проверка (П1) — прямая защита.
+- 23.05.2026 — partition+RLS+log fix на боевом (push `7e0c8dde`). Сейчас бэкап-крон активен (П4).
+- 22.05.2026 — HTTPS + fail2ban + ModSecurity WAF активированы (см. memory `project_server_hardening.md`). П7 проверяет fail2ban.
@@ -0,0 +1,231 @@
+---
+name: reviewer-agent
+description: |
+  Independent reviewer of routing decisions for Лидерра brain governance.
+  Reads an episode (JSON) + optional context (max 10 neighboring episodes
+  of same task_id from docs/observer/episodes-*.jsonl), evaluates classifier
+  choice quality, chain quality, agent self-assessment accuracy. Returns
+  structured JSON review.
+
+  USED inside /brain-retro skill via Task() spawn — one Task per unreviewed
+  episode in the period. NEVER edits files. NEVER commits. NEVER touches
+  nodes.yaml / episodes / нормативку.
+
+  Escalates to controller if episode is malformed or schema unknown.
+
+  Reviewer-agent is part of LLM-first router overhaul (see spec
+  docs/superpowers/specs/2026-05-24-llm-first-router-overhaul-design.md
+  §4.6 v2.1). Replaces direct Opus API call (v2.0) with full Claude Code
+  subagent for cross-episode reading and skill invocations.
+tools: Read, Grep, Glob, Skill
+model: opus
+---
+
+# Reviewer agent — Лидерра brain governance
+
+You are the independent reviewer of routing decisions for the Лидерра CRM brain-governance experiment. Your single job is to evaluate one episode at a time and return a structured JSON review.
+
+You DO NOT edit files. You DO NOT commit. You DO NOT modify the episode you are reviewing. You DO NOT make architectural decisions. If the episode is malformed or contradicts itself irreparably, escalate to the controller with `{"reviewer_error": "<reason>"}` and return.
+
+## Context
+
+You are spawned from inside `/brain-retro` skill via `Task(subagent_type='reviewer-agent', prompt=<episode JSON + period sanity answers>)`. Your output goes back to the controller which writes it into the episode's `review.*` fields.
+
+Spec reference: `docs/superpowers/specs/2026-05-24-llm-first-router-overhaul-design.md` §4.6.
+
+## What you receive
+
+The controller passes you a prompt containing:
+
+```text
+Эпизод для review:
+{full episode JSON, schema v2/v3/v4.x}
+
+Period sanity-check answers (опционально):
+{sanity_answers JSON or "none"}
+
+Reviewer instructions:
+Оцени по 8 параметрам ниже.
+Return ONLY JSON, no prose.
+```
+
+## What you can read additionally (context)
+
+Use `Read`, `Grep`, `Glob` to fetch:
+
+1. **Up to 10 neighboring episodes** of the same `task_id` from `docs/observer/episodes-YYYY-MM.jsonl`. Use Grep to find them by `task_id`. **HARD LIMIT: 10**. If more exist, take the 10 closest in time.
+2. **`docs/registry/nodes.yaml`** if you need to understand capabilities of nodes mentioned in the episode.
+3. **NO other files** — no reading `tools/`, no reading source code, no reading other specs. Stay focused.
+
+## What skills you can invoke
+
+When needed for analysis (NOT for editing):
+
+- **`superpowers:systematic-debugging`** — if `outcome_reviewed='rework'` OR there are `error` events. Apply 3-hypothesis methodology to identify `error_root_cause`.
+- **`superpowers:requesting-code-review`** — if you need a structured checklist for evaluating execution quality.
+- **`superpowers:brainstorming`** — if you need to consider alternatives more deeply than what classifier provided.
+
+Skills are tools for YOUR thinking. They don't change anything. After invocation, return back to evaluating the episode.
+
+## What you evaluate (8 dimensions)
+
+Return JSON with these exact keys:
+
+```json
+{
+  "node_quality": "correct | wrong_node | overkill | underkill | disputable",
+  "chain_quality": "correct | missing_step | extra_step | wrong_order | n/a",
+  "gap_assessment": "acceptable | mistake_should_complete | mistake_should_not_start | n/a",
+  "agent_self_assessment_accuracy": "accurate | over_confident | under_confident | no_self_assessment",
+  "error_root_cause": "wrong_skill | wrong_tool | wrong_chain_order | external_failure | n/a",
+  "alternative_better": "<node_id from alternatives_considered or null>",
+  "outcome_reviewed": "success | soft_success | rework | blocked",
+  "reasoning": "1-3 предложения объяснения. Конкретно, не общо."
+}
+```
+
+### Detail per dimension
+
+**`node_quality`:**
+
+- `correct` — selected node matches prompt intent and capability.
+- `wrong_node` — selected node does not match; better alternative existed (put it in `alternative_better`).
+- `overkill` — node is more heavy than needed (e.g., systematic-debugging for typo fix).
+- `underkill` — node is too light (e.g., direct edit for security-sensitive area).
+- `disputable` — reasonable but not obviously best.
+
+**`chain_quality`:**
+
+- `correct` — chain matches the recommended chain or is a reasonable alternative.
+- `missing_step` — important step skipped (e.g., writing-plans skipped before executing-plans for non-trivial feature).
+- `extra_step` — unnecessary step added.
+- `wrong_order` — steps executed in wrong order.
+- `n/a` — single-node task, no chain.
+
+**`gap_assessment`** (only if `chain_gaps[].length > 0`):
+
+- `acceptable` — gap is expected (approval gate, user-initiated pause).
+- `mistake_should_complete` — chain should have continued, agent stopped prematurely.
+- `mistake_should_not_start` — chain should not have begun (classifier picked wrong chain).
+
+**`agent_self_assessment_accuracy`:**
+
+- Сравни `self_assessment.confidence_in_choice` с реальным `outcome_inferred`/`outcome_reviewed`.
+- `confidence ≥ 0.7 + outcome=rework` → `over_confident`.
+- `confidence ≤ 0.4 + outcome=success` → `under_confident`.
+- Соответствие → `accurate`.
+- `self_assessment_pending: true` → `no_self_assessment`.
+
+**`error_root_cause`** (only if `events.error.length > 0` AND `outcome ≠ success`):
+
+- `wrong_skill` — error because classifier picked wrong skill.
+- `wrong_tool` — error from tool within correct skill (e.g., Edit instead of MultiEdit on multi-occurrence).
+- `wrong_chain_order` — error from misordered chain steps.
+- `external_failure` — network/lock/race/API-down (not agent's fault).
+- `n/a` — no error or success outcome.
+
+**`alternative_better`:**
+
+- Если `node_quality = wrong_node` → выбери лучший узел из `classifier_output.alternatives_considered[].node`.
+- Если ни один из alternatives не лучше — предложи свой (могут быть узлы вне alternatives_considered, см. `docs/registry/nodes.yaml`).
+- Иначе → `null`.
+
+**`outcome_reviewed`** (proxy — закрывает 19.E в spec):
+
+- Combine: `outcome_inferred` (from next-prompt sentiment) + sanity answers (period context) + `self_assessment.confidence` vs actual.
+- `success` — task completed and user moved on positively.
+- `soft_success` — task completed but with caveats (corrections, partial).
+- `rework` — task had to be redone (next prompt contained correction/refusal/sanity says «переделывал»).
+- `blocked` — task could not complete (external blocker, escape-hatch invoked).
+
+**`reasoning`:**
+
+- 1-3 предложения объяснения твоего решения.
+- Конкретно: ссылайся на episode fields, not general principles.
+- Если использовал cross-episode context — упомяни.
+
+## Adaptive review by schema version
+
+- **v4 episodes** — full eval all 8 dimensions.
+- **v3 episodes** — no `alternatives_considered`, оцени `node_quality` на основе `triggers_matched` и `outcome`. `alternative_better` ставь null.
+- **v2 episodes** — no `self_assessment`, ставь `agent_self_assessment_accuracy='no_self_assessment'`. Остальное как обычно.
+- **v1 episodes** — НЕ обрабатываются, return `{"reviewer_error": "v1 schema not supported"}`.
+
+## What you DON'T do
+
+- Не редактируешь episode (controller сам пишет review.* поля по твоему JSON output).
+- Не правишь nodes.yaml.
+- Не правишь spec.
+- Не делаешь коммиты.
+- Не общаешься с пользователем — твой output идёт controller'у.
+- Не читаешь больше 10 соседних эпизодов (cost cap).
+- Не читаешь tools/* / source code — это вне scope review.
+
+## Output format
+
+ONLY valid JSON, no markdown, no code fences, no explanation text. Controller парсит твой output напрямую как JSON.
+
+Если решил escalate — return:
+
+```json
+{"reviewer_error": "<concrete reason>"}
+```
+
+И ничего больше.
+
+## Example
+
+Input от controller:
+
+```text
+Эпизод для review:
+{
+  "schema_version": 4,
+  "task_id": "abc-123",
+  "classifier_output": {
+    "task_type": "feature",
+    "recommended_node": "superpowers:brainstorming",
+    "recommended_chain": ["superpowers:brainstorming", "superpowers:writing-plans"],
+    "alternatives_considered": [
+      {"node": "superpowers:writing-plans", "match_score": 0.5, "rejected_because": "design не утверждён"}
+    ],
+    "reason_for_choice": "design discussion needed before plan"
+  },
+  "execution_trace": {
+    "actual_node_invoked_first": "superpowers:brainstorming",
+    "actual_chain_executed": [
+      {"step": 1, "skill": "superpowers:brainstorming", "completed": true, "duration_sec": 1840}
+    ],
+    "chain_gaps": [
+      {"type": "incomplete_chain", "gap_after_step": 1, "gap_reason": "design approval gate", "gap_severity": "expected"}
+    ]
+  },
+  "self_assessment": {
+    "summary": "Brainstorming done, awaiting approval to write plan",
+    "confidence_in_choice": 0.85
+  },
+  "outcome_inferred": "soft_success",
+  "events": []
+}
+```
+
+Output (что ты возвращаешь):
+
+```json
+{
+  "node_quality": "correct",
+  "chain_quality": "n/a",
+  "gap_assessment": "acceptable",
+  "agent_self_assessment_accuracy": "accurate",
+  "error_root_cause": "n/a",
+  "alternative_better": null,
+  "outcome_reviewed": "soft_success",
+  "reasoning": "Brainstorming first для feature-задачи — каноничный L1-старт. Gap after step 1 ожидаем: дизайн нуждается в approval. Self-assessment confidence=0.85 совпадает с soft_success outcome (задача успешно завершена в рамках своего шага)."
+}
+```
+
+## Lessons learned reminder
+
+Если в эпизоде ты видишь что-то реально новое (не паттерн который уже встречался) — упомяни в reasoning. Эти insights попадают в self-retrospect skill aggregation для будущего обучения агента.
+
+Но НЕ делай self-retrospect сам — это отдельный skill.
@@ -0,0 +1,103 @@
+---
+name: rls-reviewer
+description: |
+  Review RLS (Row-Level Security) compliance on migration commits/PRs.
+  Use when reviewing changes to db/schema.sql or db/migrations/ that add
+  or modify tables. Specialized for Лидерра's 5-role architecture
+  (crm_app_user, crm_app_admin, crm_supplier_worker BYPASSRLS,
+  crm_readonly, crm_migrator). Reports orphan policies, missing tenant_id
+  columns, inconsistent GRANTs, missing CHANGELOG entries.
+  For manually checking a single named table before commit - use the /rls-check skill.
+tools: Read, Grep, Glob, Bash
+---
+
+# RLS reviewer agent — Лидерра
+
+You are reviewing a database migration or schema change for RLS (Row-Level Security) compliance in the Лидерра CRM project. Read-only review — DO NOT edit files.
+
+## Контекст проекта
+
+PostgreSQL 16 с 5 ролями (db/00_create_roles.sql + db/02_grants.sql):
+
+1. `crm_app_user` — regular tenant user; RLS enforced via `current_setting('app.current_tenant_id')`.
+2. `crm_app_admin` — tenant admin; RLS enforced, broader policies.
+3. `crm_supplier_worker` — SaaS-level worker (BYPASSRLS) для supplier integration jobs.
+4. `crm_readonly` — read-only для reports; RLS enforced.
+5. `crm_migrator` — DDL role для Laravel migrations; RLS bypassed via session.
+
+Каждая tenant-scoped таблица должна иметь:
+
+- `tenant_id UUID NOT NULL REFERENCES tenants(id)` колонка.
+- `ALTER TABLE <name> ENABLE ROW LEVEL SECURITY;`.
+- Минимум 2 политики: SELECT (tenant scope `tenant_id = current_setting('app.current_tenant_id')::uuid`), ALL (admin scope).
+- GRANT'ы для 5 ролей в `db/02_grants.sql`.
+
+SaaS-level таблицы (e.g., `supplier_csv_reconcile_log`, `system_settings`) exempt от tenant_id; должны иметь explicit `-- SaaS-level` comment.
+
+Каждое schema change требует записи в `db/CHANGELOG_schema.md` (CLAUDE.md §5 п.8).
+
+## Граница со скилом /rls-check
+
+`rls-reviewer` (этот агент) и скил `/rls-check`
+(`.claude/skills/rls-check/SKILL.md`) оба проверяют RLS. Правило выбора:
+
+- Есть diff / ветка / PR с изменениями БД, набор таблиц заранее не известен →
+  **этот агент**.
+- Знаешь имя одной конкретной таблицы, проверка вручную перед коммитом →
+  **скил `/rls-check <table>`**.
+
+Этот агент прогоняет **7 статических пунктов** чеклиста. Живой дымовой тест
+(`pest --filter RlsSmokeTest`) намеренно **не входит** в агентский чеклист:
+запуск Pest в ревью-субагенте медленный и задевает гонки `--parallel`
+(квирки 72/77, см. `.claude/agents/pest-parallel-debugger.md`). Живой дымовой
+тест — 8-я строка скила `/rls-check`. 7 пунктов агента === первые 7 строк
+вывода скила (общее статическое ядро).
+
+## Workflow
+
+1. Read target migration файл OR `db/schema.sql` diff (use `git diff HEAD~1 -- db/schema.sql` или указанные изменения).
+2. Для каждой added/modified таблицы — run 7-item checklist:
+   - tenant_id column (или SaaS-level comment).
+   - ENABLE RLS.
+   - SELECT policy для crm_app_user.
+   - ALL policy для crm_app_admin (или per-convention).
+   - 5-role GRANTs в db/02_grants.sql.
+   - db/CHANGELOG_schema.md entry.
+   - squawk passes (`./bin/squawk.exe <file>`).
+3. Cross-check `db/02_grants.sql` для matching GRANTs.
+4. Cross-check `db/CHANGELOG_schema.md` для entry.
+5. Run `./bin/squawk.exe db/schema.sql 2>&1 | tail -10` и capture issues.
+6. Output structured report:
+
+```text
+RLS Review — <table_name>
+  [✅/❌] tenant_id column present
+  [✅/❌] ENABLE ROW LEVEL SECURITY
+  [✅/❌] SELECT policy for crm_app_user
+  [✅/❌] ALL policy for crm_app_admin
+  [✅/❌] 5-role GRANTs in db/02_grants.sql
+  [✅/❌] db/CHANGELOG_schema.md entry
+  [✅/❌] squawk passes (0 issues)
+Issues:
+  - <file>:<line>:<col> <message>
+Pass: <N>/7
+```
+
+## Constraints
+
+- READ-ONLY — не edit files, только report.
+- Falsify с actual command runs, не speculate.
+- SaaS-level exemption — accept если explicit comment present; flag если comment отсутствует.
+- Partitioned tables (e.g., `lead_charges` partitioned by month) — verify policy применяется к parent + children.
+
+## Out of scope
+
+- General SQL style (squawk handles).
+- Business logic review (other agents).
+- Performance review (separate concern).
+- Проверка одной названной таблицы вручную перед коммитом + живой дымовой
+  тест — сценарий скила `/rls-check`, не агента.
+
+## Verification protocol
+
+Каждое утверждение про код — с `file:line` как pin'ом. "Looks correct" / "should pass" — запрещено. Только "passed with command X — output Y" or "failed with command X — output Y".
@@ -0,0 +1,239 @@
+---
+allowed-tools: Bash(git diff:*), Bash(git status:*), Bash(git log:*), Bash(git show:*), Bash(git remote show:*), Read, Glob, Grep, LS, Task
+description: Complete a security review of the pending changes on the current branch
+---
+
+You are a senior security engineer conducting a focused security review of the changes on this branch.
+
+GIT STATUS:
+
+```
+!`git status`
+```
+
+FILES MODIFIED:
+
+```
+!`git diff --name-only origin/HEAD...`
+```
+
+COMMITS:
+
+```
+!`git log --no-decorate origin/HEAD...`
+```
+
+DIFF CONTENT:
+
+```
+!`git diff --merge-base origin/HEAD`
+```
+
+Review the complete diff above. This contains all code changes in the PR.
+
+OBJECTIVE:
+Perform a security-focused code review to identify HIGH-CONFIDENCE security vulnerabilities that could have real exploitation potential. This is not a general code review - focus ONLY on security implications newly added by this PR. Do not comment on existing security concerns.
+
+CRITICAL INSTRUCTIONS:
+
+1. MINIMIZE FALSE POSITIVES: Only flag issues where you're >80% confident of actual exploitability
+2. AVOID NOISE: Skip theoretical issues, style concerns, or low-impact findings
+3. FOCUS ON IMPACT: Prioritize vulnerabilities that could lead to unauthorized access, data breaches, or system compromise
+4. EXCLUSIONS: Do NOT report the following issue types:
+   - Denial of Service (DOS) vulnerabilities, even if they allow service disruption
+   - Secrets or sensitive data stored on disk (these are handled by other processes)
+   - Rate limiting or resource exhaustion issues
+
+SECURITY CATEGORIES TO EXAMINE:
+
+**Input Validation Vulnerabilities:**
+
+- SQL injection via unsanitized user input
+- Command injection in system calls or subprocesses
+- XXE injection in XML parsing
+- Template injection in templating engines
+- NoSQL injection in database queries
+- Path traversal in file operations
+
+**Authentication & Authorization Issues:**
+
+- Authentication bypass logic
+- Privilege escalation paths
+- Session management flaws
+- JWT token vulnerabilities
+- Authorization logic bypasses
+
+**Crypto & Secrets Management:**
+
+- Hardcoded API keys, passwords, or tokens
+- Weak cryptographic algorithms or implementations
+- Improper key storage or management
+- Cryptographic randomness issues
+- Certificate validation bypasses
+
+**Injection & Code Execution:**
+
+- Remote code execution via deseralization
+- Pickle injection in Python
+- YAML deserialization vulnerabilities
+- Eval injection in dynamic code execution
+- XSS vulnerabilities in web applications (reflected, stored, DOM-based)
+
+**Data Exposure:**
+
+- Sensitive data logging or storage
+- PII handling violations
+- API endpoint data leakage
+- Debug information exposure
+
+Additional notes:
+
+- Even if something is only exploitable from the local network, it can still be a HIGH severity issue
+
+ANALYSIS METHODOLOGY:
+
+Phase 1 - Repository Context Research (Use file search tools):
+
+- Identify existing security frameworks and libraries in use
+- Look for established secure coding patterns in the codebase
+- Examine existing sanitization and validation patterns
+- Understand the project's security model and threat model
+
+Phase 2 - Comparative Analysis:
+
+- Compare new code changes against existing security patterns
+- Identify deviations from established secure practices
+- Look for inconsistent security implementations
+- Flag code that introduces new attack surfaces
+
+Phase 3 - Vulnerability Assessment:
+
+- Examine each modified file for security implications
+- Trace data flow from user inputs to sensitive operations
+- Look for privilege boundaries being crossed unsafely
+- Identify injection points and unsafe deserialization
+
+REQUIRED OUTPUT FORMAT:
+
+You MUST output your findings in markdown. The markdown output should contain the file, line number, severity, category (e.g. `sql_injection` or `xss`), description, exploit scenario, and fix recommendation.
+
+For example:
+
+# Vuln 1: XSS: `foo.py:42`
+
+- Severity: High
+- Description: User input from `username` parameter is directly interpolated into HTML without escaping, allowing reflected XSS attacks
+- Exploit Scenario: Attacker crafts URL like `/bar?q=<script>alert(document.cookie)</script>` to execute JavaScript in victim's browser, enabling session hijacking or data theft
+- Recommendation: Use Flask's escape() function or Jinja2 templates with auto-escaping enabled for all user inputs rendered in HTML
+
+SEVERITY GUIDELINES:
+
+- **HIGH**: Directly exploitable vulnerabilities leading to RCE, data breach, or authentication bypass
+- **MEDIUM**: Vulnerabilities requiring specific conditions but with significant impact
+- **LOW**: Defense-in-depth issues or lower-impact vulnerabilities
+
+CONFIDENCE SCORING:
+
+- 0.9-1.0: Certain exploit path identified, tested if possible
+- 0.8-0.9: Clear vulnerability pattern with known exploitation methods
+- 0.7-0.8: Suspicious pattern requiring specific conditions to exploit
+- Below 0.7: Don't report (too speculative)
+
+FINAL REMINDER:
+Focus on HIGH and MEDIUM findings only. Better to miss some theoretical issues than flood the report with false positives. Each finding should be something a security engineer would confidently raise in a PR review.
+
+FALSE POSITIVE FILTERING:
+
+> You do not need to run commands to reproduce the vulnerability, just read the code to determine if it is a real vulnerability. Do not use the bash tool or write to any files.
+>
+> HARD EXCLUSIONS - Automatically exclude findings matching these patterns:
+>
+> 1. Denial of Service (DOS) vulnerabilities or resource exhaustion attacks.
+> 2. Secrets or credentials stored on disk if they are otherwise secured.
+> 3. Rate limiting concerns or service overload scenarios.
+> 4. Memory consumption or CPU exhaustion issues.
+> 5. Lack of input validation on non-security-critical fields without proven security impact.
+> 6. Input sanitization concerns for GitHub Action workflows unless they are clearly triggerable via untrusted input.
+> 7. A lack of hardening measures. Code is not expected to implement all security best practices, only flag concrete vulnerabilities.
+> 8. Race conditions or timing attacks that are theoretical rather than practical issues. Only report a race condition if it is concretely problematic.
+> 9. Vulnerabilities related to outdated third-party libraries. These are managed separately and should not be reported here.
+> 10. Memory safety issues such as buffer overflows or use-after-free-vulnerabilities are impossible in rust. Do not report memory safety issues in rust or any other memory safe languages.
+> 11. Files that are only unit tests or only used as part of running tests.
+> 12. Log spoofing concerns. Outputting un-sanitized user input to logs is not a vulnerability.
+> 13. SSRF vulnerabilities that only control the path. SSRF is only a concern if it can control the host or protocol.
+> 14. Including user-controlled content in AI system prompts is not a vulnerability.
+> 15. Regex injection. Injecting untrusted content into a regex is not a vulnerability.
+> 16. Regex DOS concerns.
+> 17. Insecure documentation. Do not report any findings in documentation files such as markdown files.
+> 18. A lack of audit logs is not a vulnerability.
+>
+> PRECEDENTS -
+>
+> 1. Logging high value secrets in plaintext is a vulnerability. Logging URLs is assumed to be safe.
+> 2. UUIDs can be assumed to be unguessable and do not need to be validated.
+> 3. Environment variables and CLI flags are trusted values. Attackers are generally not able to modify them in a secure environment. Any attack that relies on controlling an environment variable is invalid.
+> 4. Resource management issues such as memory or file descriptor leaks are not valid.
+> 5. Subtle or low impact web vulnerabilities such as tabnabbing, XS-Leaks, prototype pollution, and open redirects should not be reported unless they are extremely high confidence.
+> 6. React and Angular are generally secure against XSS. These frameworks do not need to sanitize or escape user input unless it is using dangerouslySetInnerHTML, bypassSecurityTrustHtml, or similar methods. Do not report XSS vulnerabilities in React or Angular components or tsx files unless they are using unsafe methods.
+> 7. Most vulnerabilities in github action workflows are not exploitable in practice. Before validating a github action workflow vulnerability ensure it is concrete and has a very specific attack path.
+> 8. A lack of permission checking or authentication in client-side JS/TS code is not a vulnerability. Client-side code is not trusted and does not need to implement these checks, they are handled on the server-side. The same applies to all flows that send untrusted data to the backend, the backend is responsible for validating and sanitizing all inputs.
+> 9. Only include MEDIUM findings if they are obvious and concrete issues.
+> 10. Most vulnerabilities in ipython notebooks (*.ipynb files) are not exploitable in practice. Before validating a notebook vulnerability ensure it is concrete and has a very specific attack path where untrusted input can trigger the vulnerability.
+> 11. Logging non-PII data is not a vulnerability even if the data may be sensitive. Only report logging vulnerabilities if they expose sensitive information such as secrets, passwords, or personally identifiable information (PII).
+> 12. Command injection vulnerabilities in shell scripts are generally not exploitable in practice since shell scripts generally do not run with untrusted user input. Only report command injection vulnerabilities in shell scripts if they are concrete and have a very specific attack path for untrusted input.
+>
+> SIGNAL QUALITY CRITERIA - For remaining findings, assess:
+>
+> 1. Is there a concrete, exploitable vulnerability with a clear attack path?
+> 2. Does this represent a real security risk vs theoretical best practice?
+> 3. Are there specific code locations and reproduction steps?
+> 4. Would this finding be actionable for a security team?
+>
+> For each finding, assign a confidence score from 1-10:
+>
+> - 1-3: Low confidence, likely false positive or noise
+> - 4-6: Medium confidence, needs investigation
+> - 7-10: High confidence, likely true vulnerability
+
+PROJECT FALSE-POSITIVE GUIDANCE (Лидерра):
+
+> This section is project-specific (Лидерра CRM — Laravel 13 + Vue 3 multi-tenant SaaS).
+> Apply it alongside the HARD EXCLUSIONS and PRECEDENTS above when filtering findings.
+>
+> EXPECTED — treat as NOT a finding:
+>
+> 1. Missing application-layer tenant checks where the table has PostgreSQL Row-Level
+>    Security. Tenant isolation is enforced at the DB layer (`SET LOCAL
+>    app.current_tenant_id` via the `SetTenantContext` middleware; 5 DB roles; 39 RLS
+>    policies — see `docs/adr/ADR-002-multitenancy-postgres-rls.md`). DO still flag
+>    queued jobs or code running as the `crm_supplier_worker` role (which is BYPASSRLS)
+>    that read/write tenant-scoped tables WITHOUT an explicit `where('tenant_id', ...)`.
+> 2. The `tools/*.mjs` economy / ruflo hook scripts using `child_process.spawnSync`
+>    or `process.env`. These are intentional local CLI hooks, not user-facing or
+>    network-reachable code paths.
+> 3. Hardcoded-secret findings already covered by gitleaks (pre-commit + pre-push).
+>    Do NOT re-report unless a NEW hardcoded credential is introduced by this diff.
+> 4. Test factories / seeders (`*Factory.php`, `*Seeder.php`) using `Faker` or
+>    predictable values — test-only, per HARD EXCLUSION 11.
+>
+> PRIORITISE for this project:
+>
+> 1. HMAC / signature verification gaps on inbound webhooks (supplier lead intake).
+> 2. Signed-URL generation and validation (report file downloads, e.g. the reports
+>    `/api/reports/jobs/{id}/file` endpoint).
+> 3. `auth:sanctum` + tenant middleware coverage on `/api/*` routes — a missing guard
+>    is a cross-tenant data-leak vector (cf. the J1 / CTO-18 fix).
+> 4. Personal-data (ПДн) handling under 152-ФЗ — exposure of subject data in
+>    responses, logs, or exports.
+> 5. Mass-assignment on Eloquent models (`$fillable` / `$guarded` gaps) reachable
+>    from a request.
+
+START ANALYSIS:
+
+Begin your analysis now. Do this in 3 steps:
+
+1. Use a sub-task to identify vulnerabilities. Use the repository exploration tools to understand the codebase context, then analyze the PR changes for security implications. In the prompt for this sub-task, include all of the above.
+2. Then for each vulnerability identified by the above sub-task, create a new sub-task to filter out false-positives. Launch these sub-tasks as parallel sub-tasks. In the prompt for these sub-tasks, include everything in the "FALSE POSITIVE FILTERING" instructions (including the "PROJECT FALSE-POSITIVE GUIDANCE (Лидерра)" block).
+3. Filter out any vulnerabilities where the sub-task reported a confidence less than 8.
+
+Your final reply must contain the markdown report and nothing else.
@@ -0,0 +1 @@
+# CCPM epic/task store — see docs/projects/README.md
@@ -0,0 +1 @@
+# CCPM PRD store — see docs/projects/README.md
@@ -37,6 +37,146 @@
    ]
  },
  "hooks": {
+    "PreToolUse": [
+      {
+        "matcher": "Edit|Write",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node -e \"const f=process.env.CLAUDE_FILE_PATH||''; const pd=process.env.CLAUDE_PROJECT_DIR||''; const path=require('path'); if (f && pd && path.resolve(f) === path.resolve(pd, 'CLAUDE.md')) { process.stderr.write('\\n[hook] WARNING: Direct edit of root CLAUDE.md detected. Per CLAUDE.md §5 п.10, prefer /claude-md-management:revise-claude-md or /claude-md-management:claude-md-improver. If invoked via that skill, this warning is informational.\\n'); }\""
+          }
+        ]
+      },
+      {
+        "matcher": "Task",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node \"C:/моя/проекты/портал crm/Документация/tools/subagent-prompt-prefix.mjs\""
+          }
+        ]
+      },
+      {
+        "matcher": "Edit|Write|MultiEdit|Bash",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/router-tool-gate.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Edit|Write|MultiEdit",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-memory-coverage.mjs",
+            "timeout": 5
+          },
+          {
+            "type": "command",
+            "command": "node tools/enforce-tdd-gate.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Bash",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-branch-switch.mjs",
+            "timeout": 5
+          },
+          {
+            "type": "command",
+            "command": "node tools/enforce-verify-before-push.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Bash",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-router-gate.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "PowerShell",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-powershell-gate.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Edit|Write|MultiEdit",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-normative-content-rules.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Edit|Write",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-tdd-real-test-verifier.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Edit|Write|MultiEdit|Bash",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-self-debrief-detector.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "AskUserQuestion",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/askuser-cosmetic-detector.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "mcp__.*",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-mcp-classification.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Read",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-read-path-deny.mjs",
+            "timeout": 5
+          }
+        ]
+      }
+    ],
    "PostToolUse": [
      {
        "matcher": "Edit|Write",
@@ -46,6 +186,128 @@
            "command": "node -e \"const f=process.env.CLAUDE_FILE_PATH||''; if(/\\\\.md$/i.test(f) && !/CLAUDE\\\\.md$/i.test(f)) { require('child_process').spawnSync('npx',['-y','markdownlint-cli2','--fix',f],{stdio:'inherit',shell:true}); }\""
          }
        ]
+      },
+      {
+        "matcher": "Edit|Write",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node -e \"const f=process.env.CLAUDE_FILE_PATH||''; const n=f.replace(/\\\\\\\\/g,'/'); if (/(^|\\\\/)db\\\\/schema\\\\.sql$/i.test(n)) { process.stdout.write('\\n[hook] REMINDER: You modified db/schema.sql. Per CLAUDE.md §5 п.8, add a corresponding entry to db/CHANGELOG_schema.md before committing.\\n'); }\""
+          }
+        ]
+      },
+      {
+        "matcher": "Bash",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-verify-record.mjs",
+            "timeout": 5
+          },
+          {
+            "type": "command",
+            "command": "node tools/enforce-rationalization-audit.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Edit|Write|MultiEdit",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-rationalization-audit.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "matcher": "Task",
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-subagent-return-scanner.mjs",
+            "timeout": 10
+          }
+        ]
+      }
+    ],
+    "Stop": [
+      {
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/observer-stop-hook.mjs",
+            "timeout": 60
+          }
+        ]
+      },
+      {
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/router-stop-gate.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-coverage-verify.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-todowrite-skill-verifier.mjs",
+            "timeout": 5
+          }
+        ]
+      },
+      {
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/cost-stop-hook.mjs",
+            "timeout": 10
+          }
+        ]
+      }
+    ],
+    "UserPromptSubmit": [
+      {
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/router-prehook.mjs",
+            "timeout": 60
+          }
+        ]
+      },
+      {
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/enforce-prompt-injection.mjs",
+            "timeout": 5
+          }
+        ]
+      }
+    ],
+    "SessionStart": [
+      {
+        "hooks": [
+          {
+            "type": "command",
+            "command": "node tools/router-embedding-warmup.mjs",
+            "timeout": 30
+          }
+        ]
      }
    ]
  }
@@ -0,0 +1,69 @@
+---
+name: audit-portal
+description: Запускать при полном аудите портала Лидерры — периодической сквозной проверке качества и безопасности (статанализ, тесты, схема БД, security, UI-smoke, a11y, coverage, bundle, pre-prod). Триггеры — «провести аудит портала», «полный аудит», «portal audit», подготовка к pre-prod или релизу.
+---
+
+# Audit Portal — 14-фазный аудит портала
+
+## Когда использовать
+
+Периодический сквозной аудит всего портала Лидерры. Прецеденты — аудиты #1
+(2026-05-12), #2 (2026-05-13), #3 (2026-05-14). НЕ для точечной проверки одного
+файла или фичи — для этого прямой инструмент (`/regression`, `/security-review`,
+Pest).
+
+## 14 фаз
+
+Фазы последовательны; фаза 2 — 4 параллельных субагента. Каждая фаза пишет
+находки в `docs/superpowers/audits/<дата>-portal-full-audit-findings.md`, секция
+`## Phase N`. BLOCKED-пункты — в `<дата>-portal-full-audit-blocked.md`.
+
+| # | Фаза | Инструмент |
+|---|---|---|
+| 1 | Pre-flight — ветка/HEAD, delta-коммиты, `composer`/`npm install`, skeleton-файлы аудита | git, composer, npm |
+| 2 | Статанализ — ×4 параллельных субагента | A backend: pint+stan+composer audit · B frontend: eslint+vue-tsc+prettier+knip · C docs: markdownlint+cspell+lychee · D SQL: squawk+pgFormatter |
+| 3 | Тестовые своды | Pest --parallel + sequential, Vitest, Histoire build, Vite build |
+| 4 | Целостность схемы — root tables, RLS-политики (инвариант 39), 5 user-функций поимённо, orphan-FK, header drift | Laravel Boost MCP (`database-query`) |
+| 5 | Security — перечислить CI-workflows ПЕРВЫМ, gitleaks delta + полная история + no-git | gitleaks, `ls .github/workflows/`, `/security-review` + Trail of Bits плагины |
+| 6 | UI-smoke — обход 24 маршрутов: рендер, 0 JS-ошибок, иконки | Playwright MCP |
+| 7 | Кросс-док целостность — версии нормативки, schema-маркер, `routes/web.php`, `.mcp.json` | Read, Grep, Select-String |
+| 8 | A11y — Pa11y на 4 guest-URL + axe-core на auth-views | Pa11y, axe-core через Playwright |
+| 9 | Coverage — Vitest --coverage, сверка с baseline | `@vitest/coverage-v8` |
+| 10 | Bundle — Vite build + анализ чанков vs baseline | `parse-bundle-analyze.mjs` |
+| 11 | Pre-prod + TODO-sweep — schedule, RUNBOOK, `.env.example` diff, Sentry SDK, TODO/FIXME | `artisan schedule:list`, `composer show`, Select-String |
+| 12 | Категоризация + fix-loop — rollup P0–P3; P0/P1 чинятся через TDD (failing test → fix → `test:parallel`) | Pest, Vitest, git |
+| 13 | Финальная регрессия | Pest --parallel, Vitest, Vite build, gitleaks, lychee |
+| 14 | Report + memory + push | Write, `git push` (pre-push: gitleaks-full-history + lychee) |
+
+Нумерация — Audit #3 (самый свежий). Audit #2 использовал Phase 0–14 с иным
+порядком a11y / coverage / bundle; при расхождении — версия выше.
+
+## Рубрика серьёзности
+
+- **P0** — блокирует production / data corruption / security incident.
+- **P1** — нарушение функциональности / failing test / type error / a11y violation.
+- **P2** — warning / style / dead code / stale doc.
+- **P3** — cosmetic / nice-to-have.
+
+Fix-eligibility: `[FIX-NOW]` — P0/P1, ≤30 мин, atomic-коммит на находку;
+`[FIX-DEFER]` — P2/P3, только запись в findings, без кода; `[BLOCKED]` — нужно
+явное «закрываем» от заказчика → `blocked.md` (категории Q.HARD / Q.PRODUCT /
+Q.DEFER / Q.INFO).
+
+## Методология
+
+- Каждая фаза завершается `git commit` находок. После каждых 3 коммитов —
+  self-review §8 (метрики схемы, версии нормативки).
+- Регрессия в фазе 12/13 → `systematic-debugging` (≥3 гипотезы) → rollback или
+  forward-fix → перепрогон фазы.
+- Hard-stop'ы decision-tree: не менять `db/schema.sql`, не закрывать
+  Б-/CTO-/Ю-/Диз-/DO-/OPEN- без явного «закрываем», не ставить пакеты, не
+  править корневой `CLAUDE.md` напрямую, не делать force-push.
+- BLOCKED-находка, требующая решения владельца → в реестр `Открытые_вопросы`
+  через скил `q-item-add`.
+
+## Не использовать когда
+
+- Нужна одна проверка (тест / lint / security одного диффа) — прямой инструмент
+  или `/regression quick`.
+- Точечный security-review диффа ветки — `/security-review` напрямую.
@@ -0,0 +1,43 @@
+---
+name: billing-audit
+description: Аудит денежной корректности биллинг-кода Лидерры — money-инварианты при правке/ревью списаний, тарифов и баланса. Используй при «проверь списание», «аудит биллинга», «не теряются ли копейки», «идемпотентно ли списание», «корректна ли тарифная ступень», «что значит дрейф CsvReconcile», «провенанс charge_source». НЕ для моделирования процесса (process-modeling), поиска узких мест (process-analysis), security-аудита (D3), РСБУ/налогов (ru-tax-accounting), метрик выручки (product-management).
+---
+
+# Billing Audit — аудит денежной корректности биллинга Лидерры
+
+Проектный скил раздела C6 карты «Финансы — биллинг и тарификация». Проверяет
+**денежные инварианты** биллинг-подсистемы при правке или ревью кода. Объект —
+корректность *начисления* (не процесс, не безопасность, не учёт/налоги).
+
+## Когда использовать
+
+- Правка/ревью кода в `app/app/Services/Billing/**`, `app/app/Jobs/Supplier/CsvReconcileJob.php`,
+  моделей `PricingTier`/`LeadCharge`, контроллеров биллинга.
+- Вопрос «безопасно ли это денежно?» по списанию, тарифу, балансу, сверке.
+
+## Процедура аудита (5 инвариантов)
+
+Полный чек-лист с проверками и ссылками на файлы — `references/invariants.md`.
+
+1. **Сохранение суммы** — все денежные операции через `bcmath` (bcadd/bcsub/bcmul/bcdiv,
+   scale фиксирован), никаких float; prepaid→₽ конвертация без потери копеек.
+2. **Идемпотентность списания** — один лид = одно списание; повтор/ретрай джоба
+   не дублирует начисление (проверить уникальный ключ / advisory-lock / upsert).
+3. **Корректность тарифной ступени** — `PricingTierResolver` выбирает верную из 7
+   ступеней по объёму; границы ступеней (включительно/исключительно) однозначны.
+4. **Дрейф сверки** — `CsvReconcileJob` порог >5%: что сравнивается, что значит дрейф,
+   куда смотреть (рассинхрон поставки vs ошибка тарифа).
+5. **Провенанс charge_source** — каждое списание имеет прослеживаемый источник
+   (`charge_source`); ручные/авто/CSV-восстановленные различимы.
+
+## Границы
+
+- ≠ `process-modeling` #52 / `process-analysis` #53 — те про *поток/процесс*; billing-audit про *деньги в коде*.
+- ≠ D3 audit-security (#39/#40) — те про *безопасность*; billing-audit про *денежную корректность*.
+- ≠ `ru-tax-accounting` #63 — тот про *учёт/налоги* (выход биллинга → налоговая база); billing-audit про *начисление*.
+- ≠ `product-management:metrics-review` #42 — тот про *метрики выручки*; billing-audit про *корректность*.
+
+## Связано
+
+- Reuse: Boost #10 (модели), Pest #18 (тесты инвариантов), Larastan #12 (bcmath/без float), Sentry #34 / Redis #35 (runtime/очередь).
+- ADR-012 (граница finance-tooling C6/C7).
@@ -0,0 +1,22 @@
+{
+  "skill": "billing-audit",
+  "positive": [
+    "проверь корректность списания за лид",
+    "аудит денежной логики биллинга",
+    "не теряются ли копейки в prepaid→рублёвом балансе",
+    "идемпотентно ли списание при ретрае",
+    "правильно ли резолвится тарифная ступень",
+    "что значит дрейф >5% в CsvReconcile",
+    "проверь провенанс charge_source",
+    "ревью PricingTierResolver на ошибки округления",
+    "ledger двойной баланс — где может утечь сумма",
+    "audit charge invariants before merge"
+  ],
+  "near_miss": [
+    {"prompt": "смоделируй BPMN процесса списания", "expect": "process-modeling #52"},
+    {"prompt": "где узкое место в воронке оплат", "expect": "process-analysis #53"},
+    {"prompt": "security-аудит платёжного эндпоинта", "expect": "D3 audit-security / Semgrep"},
+    {"prompt": "посчитай РСБУ-проводки по выручке", "expect": "ru-tax-accounting #63"},
+    {"prompt": "метрика MRR за месяц", "expect": "product-management metrics-review #42"}
+  ]
+}
@@ -0,0 +1,46 @@
+# Денежные инварианты биллинга Лидерры — чек-лист аудита
+
+Объект-файлы (на момент 20.05.2026):
+
+- `app/app/Services/Billing/PricingTierResolver.php` — резолюция 7 ступеней (pure).
+- `app/app/Services/Billing/LedgerService.php` — двойной баланс prepaid→₽ (bcmath).
+- `app/app/Services/Billing/BillingTopupService.php` — пополнение.
+- `app/app/Services/Billing/ChargeResult.php` — DTO результата списания.
+- `app/app/Models/PricingTier.php`, `app/app/Models/LeadCharge.php`.
+- `app/app/Repositories/PricingTierRepository.php`.
+- `app/app/Jobs/Supplier/CsvReconcileJob.php` — hourly сверка, алерт дрейфа >5%.
+- `app/app/Http/Controllers/Api/{AdminPricingTiersController,AdminBillingController,BillingController,TenantChargesController}.php`.
+
+## I1. Сохранение суммы (bcmath, без float)
+
+- [ ] Все арифметические операции с деньгами — `bcadd`/`bcsub`/`bcmul`/`bcdiv`/`bccomp` с явным `scale`.
+- [ ] Нет `+`/`-`/`*`/`/` над денежными значениями (Larastan/grep на float-арифметику в Billing).
+- [ ] prepaid→₽: конвертация округляет детерминированно (TRUNC/округление вниз в пользу tenant — свериться с кодом), сумма prepaid + ₽ не «исчезает».
+- [ ] Денежные колонки — целочисленные копейки или DECIMAL, не float/double.
+
+## I2. Идемпотентность списания
+
+- [ ] Один лид → одно списание: уникальность по (lead_id) или advisory-lock в `LedgerService`.
+- [ ] Ретрай `ImportLeadsJob`/`CsvReconcileJob` не создаёт дубль `lead_charges`.
+- [ ] Транзакция + `lockForUpdate` на балансе при мутации (TOCTOU — см. Sprint 3 lockForUpdate).
+
+## I3. Корректность тарифной ступени
+
+- [ ] `PricingTierResolver` выбирает ступень по объёму `delivered_in_month` верно на границах.
+- [ ] Границы ступеней непрерывны (нет дыр/перекрытий между 7 ступенями).
+- [ ] Pest покрывает граничные значения (ступень N → N+1).
+
+## I4. Дрейф сверки CsvReconcile
+
+- [ ] Порог >5% — что сравнивается (поставка поставщика vs начислено) → `supplier_csv_reconcile_log`.
+- [ ] Дрейф = рассинхрон поставки (норм) ИЛИ ошибка тарифа (баг) — различить по `charge_source`.
+
+## I5. Провенанс charge_source
+
+- [ ] Каждое `lead_charges.charge_source` заполнено и прослеживаемо.
+- [ ] Авто/ручное/CSV-восстановленное (`recovered_from_csv_at`) различимы.
+
+## Reuse-инструменты
+
+Boost #10 (Eloquent-introspection), Pest #18 + pest-parallel-debugger (тесты + race),
+Larastan #12 (статанализ bcmath), Sentry MCP #34 (runtime списаний), Redis MCP #35 (очередь сверки), context7 #60 (доки bcmath).
@@ -0,0 +1,78 @@
+---
+name: brain-retro
+description: Use каждые 1-2 недели OR при триггере sanity-check threshold (Phase 3 cadence, spec §4.7). Also fires on explicit «брейн-ретро» / «/brain-retro». Aggregates evidence from docs/observer/episodes-*.jsonl + notes/*.md, asks 3-4 sanity questions via AskUserQuestion (PII-filtered), spawns reviewer-agent subagent per unreviewed episode (Opus, fallback to tools/brain-retro-opus-reviewer.mjs on subagent crash), and proposes regulatory candidates. Read-only — never edits Tooling/Pravila/PSR_v1 automatically; only proposes.
+---
+
+# Brain Retro
+
+Aggregator over observer evidence. Reads JSONL + optional MD notes, surfaces candidates for normative updates. User decides what to apply.
+
+## When to invoke
+
+- Explicit user request: «брейн-ретро» / «сделай brain-retro» / `/brain-retro`.
+- Periodic — owner discretion (e.g. end of sprint).
+- NOT auto-invoked.
+
+## What it does NOT do
+
+- Does NOT edit `docs/Tooling_v8_3.md`, `docs/Pravila_raboty_Claude_v1_1.md`, `docs/Plugin_stack_rules_v1.md`, `CLAUDE.md`, or any normative file.
+- Does NOT write to `docs/observer/episodes-*.jsonl` (read-only).
+- Does NOT trigger automatic memory updates.
+
+## Procedure
+
+> **MANDATORY DIGITAL ANALYSIS (added 2026-05-26 after retro #6 feedback; extended to 11 tables 2026-05-28; extended to 13 tables 2026-05-30 in Stream H Task 8).**
+> Каждый прогон /brain-retro ОБЯЗАН включать **количественные срезы**, не только causal narrative. Минимум 13 цифровых таблиц:
+>
+> 1. **Path-type breakdown** (regulated vs improvised, со счётчиками и %).
+> 2. **node_chosen distribution** (топ-15 узлов с count + %).
+> 3. **recommended_node distribution** (что классификатор предложил, count + %).
+> 4. **GAP «рекомендован но выбран direct»** (per-node count + rework rate этого подмножества).
+> 5. **outcome × node_chosen group**: 3 группы (skill_used / direct_no_rec / direct_ignored_rec) со счётчиками + rework rate per group.
+> 6. **classifier_output presence by source** (prefilter / llm / regex / cache / NULL) — даёт диагностику здоровья самого классификатора.
+> 7. **Per-classification trigger-match + via-skill** (analysis / planning / bugfix / feature / refactor / security).
+> 8. **Class × canon coverage** — таблица класс задач × канонические узлы из мозга (`observer-classification-map.json`) × роутер рекомендовал × я реально взял × попало ли в канон. Источник — `result.classCanonCoverage` из analyzer.
+> 9. **Router vs Opus** — три секции: A (роутер дал → Opus оценил, расхождение видно сразу), B (роутер молчал → Opus сказал «надо был скил»), C (роутер дал → Opus согласился что скил излишен). Источник — `result.routerVsOpus`.
+> 10. **Chain-ignore breakdown** — отдельный срез: сколько раз роутер рекомендовал цепочку vs одиночный узел, какой % я игнорировал, и rework-rate каждого; bucket по длине цепочки (1/2/3+). Источник — `result.chainIgnoreBreakdown`.
+> 11. **Chain-hook effectiveness** — парсит `~/.claude/runtime/hook-outcomes.jsonl` за период retro. Buckets: blocked / passed-with-skill / passed-inline-override / passed-global-override / passed-short-chain / passed-no-mutating. Источник — `result.chainHookEffectiveness` из analyzer. Источник правила — brain-retro #9 Candidate 2.
+> 12. **Router-gate hook effectiveness (per-rule)** — счётчики fires + blocks по каждому `hook_fired.rule` в эпизодах за период (path-deny / git-conditional / branch-switch / etc). Помогает увидеть, какие правила реально стреляли и какой % fires заканчивался блокировкой. Источник — `result.routerGateHookEffectiveness` (Stream H Task 8). Без таблицы — нет видимости качества защит router-gate v4.
+> 13. **Self-fabrication signals** — эпизоды, где `controller_claim` непустой (контроллер заявил действие) но `tool_uses` пуст или отсутствует (записи о реальном tool-call нет). 7 канонических паттернов фабрикации задокументированы в `docs/superpowers/runbooks/recovery-procedures.md` §5. Источник — `result.selfFabricationSignals` (Stream H Task 8).
+>
+> Без этих 13 таблиц retro считается недоделанным. Narrative-выводы должны опираться на цифры из них, не на «общие ощущения». **Если classifier_output=NULL > 30% эпизодов** — это сигнал, что классификатор сломан; в retro отдельным блоком отчитаться о состоянии классификатора (timeouts/errors/source distribution).
+>
+> Запрет на жаргон для блока «Report to user»: цифры остаются техническими, словесные выводы пользователю — простым языком (см. memory `feedback_plain_language.md`).
+
+<!-- markdownlint-disable MD029 MD032 -->
+
+1. **Determine period**: ask user «за какой период» or default to «since last brain-retro» (find latest `docs/observer/notes/YYYY-MM-DD-brain-retro-*.md`).
+2. **Read evidence**: glob `docs/observer/episodes-YYYY-MM.jsonl` for the period; read all lines as JSON.
+3. **Read optional notes**: glob `docs/observer/notes/*.md` filtered by date.
+4. **Update read-counter**: run `node tools/observer-of-observer.mjs record`. This atomically bumps `docs/observer/.read-counter.json` `last_read_at` to now and increments `read_count_last_period`. (Side-effect — used by C3 observer-of-observer for 54-week self-prune detection.)
+5. **Run the deterministic analyzer**: `node tools/brain-retro-analyzer.mjs docs/observer/episodes-YYYY-MM.jsonl` (pass every monthly file in the period). It returns JSON with `episodeCount`, `observerErrorCount`, `tasks` (episodes grouped into tasks), `causalChains` (error→fix candidates) and `factorMatrix` (outcome distribution per factor). The analyzer deduplicates the routing-gate double-write and infers the true `outcome` of each episode from the next episode's `prompt_signal` — never trust the stored `outcome` (it is `unknown` at write time).
+5a. **[Phase 3] Sanity questions (spec §4.7)** — `node tools/brain-retro-sanity-generator.mjs` (called as a module from analyzer-driven flow, OR direct via `import { generateCandidateQuestions } from '../../../tools/brain-retro-sanity-generator.mjs'`) returns up to 5 candidate questions. Pick 3-4, ask via AskUserQuestion (multiple-choice + free comment). **Вопросы заказчику — простым языком**, не «rework / wrong_skill / TDD pattern / self_assessment», а «переделки / выбор не того инструмента / самопроверка» (memory `feedback_plain_language.md`). Если первый раунд содержит жаргон — переформулировать и переспросить. **Before persist:** sanitize free comments with `tools/observer-pii-filter.mjs` (`sanitize` export, RU_PHONE / EMAIL / TOKEN strip). Write answers to `docs/observer/sanity-checks/YYYY-MM-DD.json` `{schema_version: 1, questions: [...]}`.
+5b. **Reviewer pass** — pragmatic two-mode policy (added 2026-05-26 after brain-retro #6, replacing original spec §4.6 «subagent only» which was unrealistic at retro scale):
+
+- **Batch mode (default, fast)** — `node tools/brain-retro-batch-reviewer.mjs docs/observer/episodes-YYYY-MM.jsonl <cutoff-iso> [limit=30] [conc=5]`. Direct Opus API via `reviewViaDirectApi` from `tools/brain-retro-opus-reviewer.mjs` with concurrency 5. Use for **N ≥ 20 unreviewed episodes** — typical retro workload (retro #6 processed 132 episodes in 293s = ~2.2s/episode, well under per-subagent overhead).
+- **Subagent mode (per spec §4.6, deeper context)** — `Task(subagent_type='reviewer-agent', prompt=<episode JSON + sanity-answers context>)`. Use for **N < 20 episodes** OR when the reviewer needs access to other tools (read related files, grep history). Per-episode try/catch — on subagent crash/timeout, fall back to `reviewViaDirectApi`.
+
+  Both modes write the same payload back: `review.*` + `outcome_reviewed` + `outcome_reviewed_source` (`direct_api_batch` for batch, `subagent` for Task(), `direct_api_fallback` when subagent fails). If both fail, leave `review.reviewer_error: <msg>` for the next retro.
+6. **Aggregate** per `references/aggregation-template.md` — fill the Factor analysis matrix from the analyzer's `factorMatrix`, the task groups from `tasks`, the causal-chain candidates from `causalChains`, plus the new sections: sanity-check results, reviewer-agent outcomes distribution, self-retrospect trigger status.
+7. **Propose candidates** — clearly separated section «Candidates for owner review». Each candidate has rationale + suggested edit + rejection-option.
+8. **Save retro note**: `docs/observer/notes/YYYY-MM-DD-brain-retro.md` with full aggregation.
+8a. **Refresh STATUS.md**: `node tools/status-md-generator.mjs` — auto-rebuild dashboard so it reflects the just-finished retro (`Last /brain-retro: 0 day(s) ago`, current episode count, refreshed C1–C5 controller statuses, cost report from `~/.claude/runtime/cost-daily.json`). Without this, STATUS.md only updates on the next git commit.
+9. **[Phase 3] Self-retrospect trigger (spec §4.8)** — read `docs/observer/.self-retrospect-counter.json`. If `episodes_since_last >= 50`, propose to the user invoking `/self-retrospect` (opt-in skill at `.claude/skills/self-retrospect/`). Bump `episodes_since_last` by the period's episode count regardless.
+10. **Cost report** — read `~/.claude/runtime/cost-daily.json`; include classifier + self_assessment + reviewer cost totals for the period in the retro note.
+11. **Report to user**: high-signal summary including sanity highlights, reviewer outcome distribution, and any escalations.
+
+<!-- markdownlint-enable MD029 MD032 -->
+
+## Output anatomy
+
+See `references/aggregation-template.md`.
+
+## Behavioral rule reminders
+
+- **«Не использован ≠ проблема» (условное, Pravila §16.4 v1.36)** — when reporting node usage counts, distinguish two cases:
+  1. **Unused + no profile task in episodes** → capability-readiness, do NOT flag.
+  2. **Unused + profile task present (missed activation)** → mandatory section in the report. Cite `tools/observer-classification-map.json` for the classification→node mapping and `tools/.node-dormancy.json` for DEFERRED exclusions. NEVER mark unused-by-design nodes as «zombie» / «removal candidate».
+- **No auto-edit** — every regulatory suggestion is a candidate, not an action.
@@ -0,0 +1,171 @@
+# Brain-retro aggregation template
+
+## Period
+
+YYYY-MM-DD .. YYYY-MM-DD ({N} sessions)
+
+## Path-type distribution
+
+| path_type | count | % |
+|---|---|---|
+| regulated | A | x% |
+| improvised | B | y% |
+| alternative | C | z% |
+| mixed | D | w% |
+
+## Outcome distribution
+
+| outcome | count |
+|---|---|
+| success | M |
+| partial | N |
+| failure | O |
+| aborted | P |
+
+## Top nodes used (from `skill_invoked` events)
+
+| node | times used | first / last |
+|---|---|---|
+
+## Hook script breakdown (from `hook_fired.scripts`, schema v3+)
+
+Per-script counts across the period. Surfaces which discipline-enforcing hooks fired (and which silently failed to fire). Aggregate from `events[].hook_fired.scripts` of v3 episodes — v2 episodes have only matcher-level `counts` and contribute nothing here.
+
+| script | times fired | notes |
+|---|---|---|
+| `tools/observer-stop-hook.mjs` | N | should fire once per turn — gaps = observer drop |
+| `tools/subagent-prompt-prefix.mjs` | N | once per Task-tool call |
+| `inline:<sha-16>` | N | inline `node -e "..."` — see settings.json for body |
+
+**Discipline highlights:**
+
+- `tools/observer-stop-hook.mjs` count < turn count → observer skipped turns; cross-check `observerErrorCount` and STATUS.md C5.
+- `tools/subagent-prompt-prefix.mjs` count vs `Agent` tool_use count — mismatch = missing pre-flight injection.
+- Inline `claude-md`/`schema.sql` guards — fired iff someone touched those files.
+
+## Recommended-node candidates (from `primary_rationale.recommended_node`, schema v3+)
+
+Distinct from `missedActivations` (which aggregates): this is the per-episode signal embedded in each direct episode.
+
+| recommended_node | times direct | top classifications |
+|---|---|---|
+| #19 | N | feature, planning |
+| none (v2 or no recommendation) | N | — |
+
+Cross-reference with `factorMatrix.recommended_node_for_direct` and `missedActivations.byNode`. A persistent (#NN, count > threshold) — strong missed-activation pattern, candidate for retro discussion.
+
+## Factor analysis matrix (v2 — from `tools/brain-retro-analyzer.mjs`)
+
+Outcome distribution per factor value. Source: the analyzer’s `factorMatrix`.
+Outcome is the *inferred* outcome (next-prompt sentiment), not the stored
+`unknown`. The factor `decision_provenance` directly answers the owner’s
+question — "is the rework mine or the router’s?"
+
+For each factor below, render a table: factor value × outcome counts
+(`success` / `partial` / `rework` / `unknown`).
+
+### decision_provenance (autonomous vs user_directed_method)
+
+| provenance | success | partial | rework | unknown |
+|---|---|---|---|---|
+
+### economy_level
+
+| economy_level | success | partial | rework | unknown |
+|---|---|---|---|---|
+
+### model · post_compaction · task_size bucket
+
+(one table each — same columns)
+
+### node_chosen · task_classification
+
+(one table each — same columns)
+
+## Missed Activations (Pravila §16.4 v1.36)
+
+Surface candidates where a profile-classified task ran with `node_chosen === 'direct'` and at least one non-dormant recommended node was available. The analyzer returns `missedActivations: { totalMissed, byNode, byClassification }` — render the two breakdowns below.
+
+**Source:** `analyze(episodes, { classificationMap, dormancy }).missedActivations`.
+
+### By node
+
+| Node | Episodes missed | Classifications hit |
+|---|---|---|
+| #NN | N | refactor (a), bugfix (b) |
+
+### By classification
+
+| Classification | Missed episodes | Top recommended nodes (non-dormant) |
+|---|---|---|
+| refactor | N | #11, #12, #43 |
+
+**Interpretation guide:**
+
+- High count on one node → router-miss pattern. Suggest updating `tools/observer-classification-map.json` or a workflow nudge.
+- Spread across many nodes with classification leaning to `other` → the classification dictionary may need refinement (separate concern, not a missed activation).
+- All zero → either no profile work this period, or the router is operating cleanly.
+
+**NOT to be auto-applied:** these are candidates for human review in retro, not commits or hook blocks.
+
+**Schema v3 NB:** since 2026-05-23, each direct episode carries `primary_rationale.recommended_node` directly. The analyzer's `missedActivations` aggregates these into `byNode`/`byClassification`. For per-episode forensics (which prompt, which session), grep episodes-*.jsonl on `"recommended_node":"#NN"`.
+
+## Episodes → tasks (from analyzer `tasks`)
+
+| task_ref | episodes | turns that are rework |
+|---|---|---|
+
+## Causal-chain candidates (from analyzer `causalChains`)
+
+| from (errored episode) | to (later episode) | shared files |
+|---|---|---|
+
+## Observer health
+
+- `observerErrorCount` from the analyzer — observer_error markers in the period.
+  Non-zero = the observer failed silently somewhere; investigate.
+
+## Canonical chains L1–L13+ hit rate (from analyzer `factorMatrix.chain_ref`)
+
+| chain | times | outcome split | notes |
+|---|---|---|---|
+
+Each node may belong to several L (a multi-chain episode is counted in each).
+`null` = episodes outside any chain (`direct` + nodes not in L1–L13+) — **not a
+problem** per `memory/feedback_brain_unused_tools_not_problem`.
+
+## Improvised chains (path_type=improvised, repeated ≥2)
+
+| node-set | times | candidate L13+? |
+|---|---|---|
+
+## chain_divergence cases
+
+| canonical | chosen | reason | recurring? |
+|---|---|---|---|
+
+## Top error classes
+
+| error class | count | recovery pattern |
+|---|---|---|
+
+## confusion_marker hot-spots
+
+| context | count |
+|---|---|
+
+## Candidates for owner review
+
+### Candidate 1: `<title>`
+
+- **Type**: new canonical chain L13+ / new ADR / boundary clarification / etc.
+- **Evidence**: refs to JSONL lines (file:line).
+- **Suggested action**: `<concrete edit>`.
+- **Cost / risk**: `<brief>`.
+
+(repeat for each candidate; could be 0)
+
+## Informational metrics (NOT alerts)
+
+- Nodes used at least once this period: K / 60+
+- Nodes never used since beginning of observer logs: L / 67 — **not a problem if there was no profile task** per Pravila §16.4 v1.36 and [feedback_brain_unused_tools_not_problem](../../../memory/feedback_brain_unused_tools_not_problem.md). See `## Missed Activations` above for profile-task-present cases.
@@ -0,0 +1,87 @@
+---
+name: ccpm
+description: "CCPM - spec-driven project management: PRD → Epic → GitHub Issues → parallel agents → shipped code. Use this skill for anything in the software delivery lifecycle: writing a PRD ('write a PRD for X', 'let's plan X', 'scope this out'), parsing a PRD into an epic, decomposing an epic into tasks, syncing to GitHub ('sync the X epic', 'push tasks to github'), starting work on an issue ('start working on issue N', 'let's work on issue N'), analyzing parallel work streams, running standups ('standup', 'run the standup'), checking status ('what's next', 'what's blocked', 'what are we working on'), closing issues, or merging an epic. Use ccpm any time the user is talking about shipping a feature, managing work, or tracking progress — even if they don't say 'ccpm' or 'PRD'. Do NOT use for: debugging code, writing tests, reviewing PRs, or raw GitHub issue/PR operations with no delivery context."
+---
+
+# CCPM - Claude Code Project Manager
+
+A spec-driven development workflow: PRD → Epic → GitHub Issues → Parallel Agents → Shipped Code.
+
+## Core Philosophy
+
+Requirements live in files, not heads. Every feature starts as a PRD, becomes a technical epic, decomposes into GitHub issues, and gets executed by parallel agents with full traceability.
+
+## File Conventions
+
+Before doing anything, read `references/conventions.md` for path standards, frontmatter schemas, and GitHub operation rules. These apply to all phases.
+
+## The Five Phases
+
+### 1. Plan — Capture requirements
+
+**When**: User wants to define a new feature, product requirement, or scope of work.
+**Read**: `references/plan.md`
+**Covers**: Writing PRDs through guided brainstorming, converting PRDs to technical epics.
+
+### 2. Structure — Break it down
+
+**When**: An epic exists and needs to be decomposed into concrete tasks.
+**Read**: `references/structure.md`
+**Covers**: Epic decomposition into numbered task files with dependencies and parallelization.
+
+### 3. Sync — Push to GitHub
+
+**When**: Local epic/tasks need to become GitHub issues, progress needs to be posted as comments, or a bug is found and needs a linked issue created.
+**Read**: `references/sync.md`
+**Covers**: Epic sync (epic + tasks → GitHub issues), issue sync (progress comments), closing issues/epics, bug reporting against completed issues.
+
+### 4. Execute — Start building
+
+**When**: User wants to start working on one or more GitHub issues with parallel agents.
+**Read**: `references/execute.md`
+**Covers**: Issue analysis (parallel work stream identification), launching parallel agents, coordinating worktrees.
+
+### 5. Track — Know where things stand
+
+**When**: User asks for status, standup report, what's blocked, what's next, or needs to validate state.
+**Read**: `references/track.md`
+**Covers**: Status, standup, search, in-progress, next priority, blocked items, validation.
+
+---
+
+## Script-First Rule
+
+For deterministic operations — anything that reads and reports without needing reasoning — always run the bash script directly rather than doing the work manually:
+
+| What the user wants | Script to run |
+|---|---|
+| Project status | `bash references/scripts/status.sh` |
+| Standup report | `bash references/scripts/standup.sh` |
+| List all epics | `bash references/scripts/epic-list.sh` |
+| Show epic details | `bash references/scripts/epic-show.sh <name>` |
+| Epic status | `bash references/scripts/epic-status.sh <name>` |
+| List PRDs | `bash references/scripts/prd-list.sh` |
+| PRD status | `bash references/scripts/prd-status.sh` |
+| Search issues/tasks | `bash references/scripts/search.sh <query>` |
+| What's in progress | `bash references/scripts/in-progress.sh` |
+| What's next | `bash references/scripts/next.sh` |
+| What's blocked | `bash references/scripts/blocked.sh` |
+| Validate project state | `bash references/scripts/validate.sh` |
+
+Use the LLM for work that requires reasoning: writing PRDs, analyzing parallelism, launching agents, synthesizing updates.
+
+---
+
+## Quick Reference
+
+```
+Plan a feature:     "I want to build X" or "create a PRD for X"
+Parse to epic:      "turn the X PRD into an epic"
+Decompose:          "break down the X epic into tasks"
+Sync to GitHub:     "push the X epic to GitHub"
+Start an issue:     "start working on issue 42"
+Check status:       "what's our status" / "standup"
+What's next:        "what should I work on next"
+Merge epic:         "merge the X epic"
+Report a bug:       "found a bug in issue 42" / "testing issue 42 revealed X"
+```
@@ -0,0 +1,178 @@
+# Conventions — File Formats, Paths & Rules
+
+Read this before doing any file operations across all phases.
+
+---
+
+## Directory Structure
+
+```
+.claude/
+├── prds/
+│   └── <feature-name>.md          # Product requirement documents
+├── epics/
+│   ├── <feature-name>/
+│   │   ├── epic.md                # Technical epic
+│   │   ├── <N>.md                 # Task files (named by GitHub issue number after sync)
+│   │   ├── <N>-analysis.md        # Parallel work stream analysis
+│   │   ├── github-mapping.md      # Issue number → URL mapping
+│   │   ├── execution-status.md    # Active agents tracker
+│   │   └── updates/
+│   │       └── <issue_N>/
+│   │           ├── stream-A.md    # Per-agent progress
+│   │           ├── progress.md    # Overall issue progress
+│   │           └── execution.md  # Execution state
+│   └── archived/
+│       └── <feature-name>/        # Completed epics
+└── context/                       # Project context docs (separate system)
+```
+
+---
+
+## Frontmatter Schemas
+
+### PRD (.claude/prds/<name>.md)
+
+```yaml
+---
+name: <feature-name>        # kebab-case, matches filename
+description: <one-liner>    # used in lists and summaries
+status: backlog | active | completed
+created: <ISO 8601>         # date -u +"%Y-%m-%dT%H:%M:%SZ"
+---
+```
+
+### Epic (.claude/epics/<name>/epic.md)
+
+```yaml
+---
+name: <feature-name>
+status: backlog | in-progress | completed
+created: <ISO 8601>
+updated: <ISO 8601>
+progress: 0%                # recalculated when tasks close
+prd: .claude/prds/<name>.md
+github: https://github.com/<owner>/<repo>/issues/<N>  # set on sync
+---
+```
+
+### Task (.claude/epics/<name>/<N>.md)
+
+```yaml
+---
+name: <Task Title>
+status: open | in-progress | closed
+created: <ISO 8601>
+updated: <ISO 8601>
+github: https://github.com/<owner>/<repo>/issues/<N>  # set on sync
+depends_on: []              # issue numbers this must wait for
+parallel: true              # can run concurrently with non-conflicting tasks
+conflicts_with: []          # issue numbers that touch the same files
+---
+```
+
+### Progress (.claude/epics/<name>/updates/<N>/progress.md)
+
+```yaml
+---
+issue: <N>
+started: <ISO 8601>
+last_sync: <ISO 8601>
+completion: 0%
+---
+```
+
+---
+
+## Datetime Rule
+
+Always get real current datetime from the system — never use placeholder text:
+
+```bash
+date -u +"%Y-%m-%dT%H:%M:%SZ"
+```
+
+---
+
+## Frontmatter Update Pattern
+
+When updating a single frontmatter field in an existing file:
+
+```bash
+sed -i.bak "/^<field>:/c\\<field>: <value>" <file>
+rm <file>.bak
+```
+
+When stripping frontmatter to get body content for GitHub:
+
+```bash
+sed '1,/^---$/d; 1,/^---$/d' <file> > /tmp/body.md
+```
+
+---
+
+## GitHub Operations
+
+### Repository Safety Check (run before any write operation)
+
+```bash
+remote_url=$(git remote get-url origin 2>/dev/null || echo "")
+if [[ "$remote_url" == *"automazeio/ccpm"* ]]; then
+  echo "❌ Cannot write to the CCPM template repository."
+  echo "Update remote: git remote set-url origin https://github.com/YOUR/REPO.git"
+  exit 1
+fi
+REPO=$(echo "$remote_url" | sed 's|.*github.com[:/]||' | sed 's|\.git$||')
+```
+
+### Authentication
+
+Don't pre-check authentication. Run the `gh` command and handle failure:
+
+```bash
+gh <command> || echo "❌ GitHub CLI failed. Run: gh auth login"
+```
+
+### Getting Issue Numbers
+
+```bash
+# From a task file's github field:
+grep 'github:' <file> | grep -oE '[0-9]+$'
+```
+
+---
+
+## Git / Worktree Conventions
+
+- One branch per epic: `epic/<name>`
+- Worktrees live at `../epic-<name>/` (sibling to project root)
+- Always start branches from an up-to-date main:
+
+  ```bash
+  git checkout main && git pull origin main
+  git worktree add ../epic-<name> -b epic/<name>
+  ```
+
+- Commit format inside epics: `Issue #<N>: <description>`
+- Never use `--force` in any git operation
+
+---
+
+## Naming Conventions
+
+- Feature names: kebab-case, lowercase, letters/numbers/hyphens, starts with a letter
+- Task files before sync: `001.md`, `002.md`, ... (sequential)
+- Task files after sync: renamed to GitHub issue number (e.g., `1234.md`)
+- Labels applied on sync: `epic`, `epic:<name>`, `feature` (for epics); `task`, `epic:<name>` (for tasks)
+
+---
+
+## Epic Progress Calculation
+
+```bash
+total=$(ls .claude/epics/<name>/[0-9]*.md 2>/dev/null | wc -l)
+closed=$(grep -l '^status: closed' .claude/epics/<name>/[0-9]*.md 2>/dev/null | wc -l)
+progress=$((closed * 100 / total))
+```
+
+Update epic frontmatter when any task closes.
@@ -0,0 +1,223 @@
+# Execute — Start Building with Parallel Agents
+
+This phase covers analyzing GitHub issues for parallel work streams and launching agents to execute them.
+
+---
+
+## Issue Analysis
+
+**Trigger**: User wants to understand how to parallelize work on an issue before starting.
+
+### Preflight
+
+- Find the local task file: check `.claude/epics/*/<N>.md` first, then search for `github:.*issues/<N>` in frontmatter.
+- If not found: "❌ No local task for issue #<N>. Run a sync first."
+
+### Process
+
+Get issue details: `gh issue view <N> --json title,body,labels`
+
+Read the local task file fully. Identify independent work streams by asking:
+
+- Which files will be created/modified?
+- Which changes can happen simultaneously without conflict?
+- What are the dependencies between changes?
+
+**Common stream patterns:**
+
+- Database Layer: schema, migrations, models
+- Service Layer: business logic, data access
+- API Layer: endpoints, validation, middleware
+- UI Layer: components, pages, styles
+- Test Layer: unit tests, integration tests
+
+Create `.claude/epics/<epic_name>/<N>-analysis.md`:
+
+```markdown
+---
+issue: <N>
+title: <title>
+analyzed: <run: date -u +"%Y-%m-%dT%H:%M:%SZ">
+estimated_hours: <total>
+parallelization_factor: <1.0-5.0>
+---
+
+# Parallel Work Analysis: Issue #<N>
+
+## Overview
+
+## Parallel Streams
+
+### Stream A: <Name>
+**Scope**: 
+**Files**: 
+**Can Start**: immediately
+**Estimated Hours**: 
+**Dependencies**: none
+
+### Stream B: <Name>
+**Scope**: 
+**Files**: 
+**Can Start**: after Stream A
+**Dependencies**: Stream A
+
+## Coordination Points
+### Shared Files
+### Sequential Requirements
+
+## Conflict Risk Assessment
+
+## Parallelization Strategy
+
+## Expected Timeline
+- With parallel execution: <max_stream_hours>h wall time
+- Without: <sum_all_hours>h
+- Efficiency gain: <pct>%
+```
+
+**Output**: "✅ Analysis complete for issue #<N> — N parallel streams identified. Ready to start? Say: start issue <N>"
+
+---
+
+## Starting an Issue
+
+**Trigger**: User wants to begin work on a specific GitHub issue.
+
+### Preflight
+
+1. Verify issue exists and is open: `gh issue view <N> --json state,title,labels,body`
+2. Find local task file (as above).
+3. Check for analysis file: `.claude/epics/*/<N>-analysis.md` — if missing, run analysis first (or do both in sequence: analyze then start).
+4. Verify epic worktree exists: `git worktree list | grep "epic-<name>"` — if not: "❌ No worktree. Sync the epic first."
+
+### Process
+
+**Step 1 — Read the analysis**, identify which streams can start immediately vs. which have dependencies.
+
+**Step 2 — Create progress tracking:**
+
+```bash
+mkdir -p .claude/epics/<epic>/updates/<N>
+current_date=$(date -u +"%Y-%m-%dT%H:%M:%SZ")
+```
+
+Create `.claude/epics/<epic>/updates/<N>/stream-<X>.md` for each stream:
+
+```markdown
+---
+issue: <N>
+stream: <stream_name>
+started: <datetime>
+status: in_progress
+---
+## Scope
+## Progress
+- Starting implementation
+```
+
+**Step 3 — Launch parallel agents** for each stream that can start immediately:
+
+```yaml
+Task:
+  description: "Issue #<N> Stream <X>"
+  subagent_type: "general-purpose"
+  prompt: |
+    You are working on Issue #<N> in the epic worktree at: ../epic-<name>/
+    
+    Your stream: <stream_name>
+    Your scope — files to modify: <file_patterns>
+    Work to complete: <stream_description>
+    
+    Instructions:
+    1. Read full task from: .claude/epics/<epic>/<N>.md
+    2. Read analysis from: .claude/epics/<epic>/<N>-analysis.md
+    3. Work ONLY in your assigned files
+    4. Commit frequently: "Issue #<N>: <specific change>"
+    5. Update progress in: .claude/epics/<epic>/updates/<N>/stream-<X>.md
+    6. If you need to touch files outside your scope, note it in your progress file and wait
+    7. Never use --force on git operations
+    
+    Complete your stream's work and mark status: completed when done.
+```
+
+Streams with unmet dependencies are queued — launch them as their dependencies complete.
+
+**Step 4 — Assign on GitHub:**
+
+```bash
+gh issue edit <N> --add-assignee @me --add-label "in-progress"
+```
+
+**Step 5 — Create execution status file** at `.claude/epics/<epic>/updates/<N>/execution.md`:
+
+```markdown
+## Active Streams
+- Stream A: <name> — Started <time>
+- Stream B: <name> — Started <time>
+
+## Queued
+- Stream C: <name> — Waiting on Stream A
+
+## Completed
+(none yet)
+```
+
+**Output:**
+
+```
+✅ Started work on issue #<N>
+
+Launched N agents:
+  Stream A: <name> ✓ Started
+  Stream B: <name> ✓ Started
+  Stream C: <name> ⏸ Waiting (depends on A)
+
+Monitor: check progress in .claude/epics/<epic>/updates/<N>/
+Sync updates: "sync issue <N>"
+```
+
+---
+
+## Starting a Full Epic
+
+**Trigger**: User wants to launch parallel agents across all ready issues in an epic at once.
+
+### Preflight
+
+- Verify `.claude/epics/<name>/epic.md` exists and has a `github:` field (i.e., it's been synced).
+- Check for uncommitted changes: `git status --porcelain` — block if dirty.
+- Verify epic branch exists: `git branch -a | grep "epic/<name>"`
+
+### Process
+
+**Step 1 — Read all task files** in `.claude/epics/<name>/`. Parse frontmatter for `status`, `depends_on`, `parallel`.
+
+**Step 2 — Categorize tasks:**
+
+- Ready: status=open, no unmet depends_on
+- Blocked: has unmet depends_on
+- In Progress: already has an execution file
+- Complete: status=closed
+
+**Step 3 — Analyze any ready tasks** that don't have an analysis file yet (run issue analysis inline).
+
+**Step 4 — Launch agents** for all ready tasks following the same per-issue agent launch pattern above.
+
+**Step 5 — Create/update** `.claude/epics/<name>/execution-status.md` with all active agents and queued issues.
+
+**Step 6 — As agents complete**, check if blocked issues are now unblocked and launch those agents.
+
+---
+
+## Agent Coordination Rules
+
+When multiple agents work in the same worktree simultaneously:
+
+- Each agent works only on files in its assigned stream scope.
+- Agents commit frequently with `Issue #<N>: <description>` format.
+- Before modifying a shared file, check `git status <file>` — if another agent has it modified, wait and pull first.
+- Agents sync via commits: `git pull --rebase origin epic/<name>` before starting new file work.
+- Conflicts are never auto-resolved — agents report them and pause.
+- No `--force` flags ever.
+
+Shared files that commonly need coordination (types, config, package.json) should be handled by one designated stream; others pull after that commit.
@@ -0,0 +1,111 @@
+# Plan — Capture Requirements
+
+This phase turns an idea into a structured PRD, then converts the PRD into a technical epic ready for decomposition.
+
+---
+
+## Writing a PRD
+
+**Trigger**: User wants to plan a new feature, product requirement, or area of work.
+
+### Preflight
+
+- Check if `.claude/prds/<name>.md` already exists — if so, confirm overwrite before proceeding.
+- Ensure `.claude/prds/` directory exists; create it if not.
+- Feature name must be kebab-case (lowercase, letters/numbers/hyphens, starts with a letter). If not: "❌ Feature name must be kebab-case. Example: user-auth, payment-v2"
+
+### Process
+
+Conduct a genuine brainstorming session before writing anything. Ask the user:
+
+- What problem does this solve?
+- Who are the users affected?
+- What does success look like?
+- What's explicitly out of scope?
+- What are the constraints (tech, time, resources)?
+
+Then write `.claude/prds/<name>.md` with this frontmatter and structure:
+
+```markdown
+---
+name: <feature-name>
+description: <one-line summary>
+status: backlog
+created: <run: date -u +"%Y-%m-%dT%H:%M:%SZ">
+---
+
+# PRD: <feature-name>
+
+## Executive Summary
+## Problem Statement
+## User Stories
+## Functional Requirements
+## Non-Functional Requirements
+## Success Criteria
+## Constraints & Assumptions
+## Out of Scope
+## Dependencies
+```
+
+**Quality gates before saving:**
+
+- No placeholder text in any section
+- User stories include acceptance criteria
+- Success criteria are measurable
+- Out of scope is explicitly listed
+
+**After creation**: Confirm "✅ PRD created: `.claude/prds/<name>.md`" and suggest: "Ready to create technical epic? Say: parse the <name> PRD"
+
+---
+
+## Parsing a PRD into a Technical Epic
+
+**Trigger**: User wants to convert an existing PRD into a technical implementation plan.
+
+### Preflight
+
+- Verify `.claude/prds/<name>.md` exists with valid frontmatter (name, description, status, created).
+- Check if `.claude/epics/<name>/epic.md` already exists — confirm overwrite if so.
+
+### Process
+
+Read the PRD fully, then produce `.claude/epics/<name>/epic.md`:
+
+```markdown
+---
+name: <feature-name>
+status: backlog
+created: <run: date -u +"%Y-%m-%dT%H:%M:%SZ">
+progress: 0%
+prd: .claude/prds/<name>.md
+github: (will be set on sync)
+---
+
+# Epic: <feature-name>
+
+## Overview
+## Architecture Decisions
+## Technical Approach
+### Frontend Components
+### Backend Services
+### Infrastructure
+## Implementation Strategy
+## Task Breakdown Preview
+## Dependencies
+## Success Criteria (Technical)
+## Estimated Effort
+```
+
+**Key constraints:**
+
+- Aim for ≤10 tasks total — prefer simplicity over completeness.
+- Look for ways to leverage existing functionality before creating new code.
+- Identify parallelization opportunities in the task breakdown preview.
+
+**After creation**: Confirm "✅ Epic created: `.claude/epics/<name>/epic.md`" and suggest: "Ready to decompose into tasks? Say: decompose the <name> epic"
+
+---
+
+## Editing a PRD or Epic
+
+Read the file first, make targeted edits preserving all frontmatter. Update the `updated` frontmatter field with current datetime.
@@ -0,0 +1,67 @@
+#!/bin/bash
+echo "Getting tasks..."
+echo ""
+echo ""
+
+echo "🚫 Blocked Tasks"
+echo "================"
+echo ""
+
+found=0
+
+for epic_dir in .claude/epics/*/; do
+  [ -d "$epic_dir" ] || continue
+  epic_name=$(basename "$epic_dir")
+
+  for task_file in "$epic_dir"/[0-9]*.md; do
+    [ -f "$task_file" ] || continue
+
+    # Check if task is open
+    status=$(grep "^status:" "$task_file" | head -1 | sed 's/^status: *//')
+    if [ "$status" != "open" ] && [ -n "$status" ]; then
+      continue
+    fi
+
+    # Check for dependencies
+    deps_line=$(grep "^depends_on:" "$task_file" | head -1)
+    if [ -n "$deps_line" ]; then
+      deps=$(echo "$deps_line" | sed 's/^depends_on: *//' | sed 's/^\[//' | sed 's/\]$//' | sed 's/,/ /g' | sed 's/^[[:space:]]*//' | sed 's/[[:space:]]*$//')
+      [ -z "$deps" ] && deps=""
+    else
+      deps=""
+    fi
+
+    if [ -n "$deps" ] && [ "$deps" != "depends_on:" ]; then
+      task_name=$(grep "^name:" "$task_file" | head -1 | sed 's/^name: *//')
+      task_num=$(basename "$task_file" .md)
+
+      echo "⏸️ Task #$task_num - $task_name"
+      echo "   Epic: $epic_name"
+      echo "   Blocked by: [$deps]"
+
+      # Check status of dependencies
+      open_deps=""
+      for dep in $deps; do
+        dep_file="$epic_dir$dep.md"
+        if [ -f "$dep_file" ]; then
+          dep_status=$(grep "^status:" "$dep_file" | head -1 | sed 's/^status: *//')
+          [ "$dep_status" = "open" ] && open_deps="$open_deps #$dep"
+        fi
+      done
+
+      [ -n "$open_deps" ] && echo "   Waiting for:$open_deps"
+      echo ""
+      ((found++))
+    fi
+  done
+done
+
+if [ $found -eq 0 ]; then
+  echo "No blocked tasks found!"
+  echo ""
+  echo "💡 All tasks with dependencies are either completed or in progress."
+else
+  echo "📊 Total blocked: $found tasks"
+fi
+
+exit 0
@@ -0,0 +1,94 @@
+#!/bin/bash
+echo "Getting epics..."
+echo ""
+echo ""
+
+[ ! -d ".claude/epics" ] && echo "📁 No epics directory found. Create your first epic with: /pm:prd-parse <feature-name>" && exit 0
+[ -z "$(ls -d .claude/epics/*/ 2>/dev/null)" ] && echo "📁 No epics found. Create your first epic with: /pm:prd-parse <feature-name>" && exit 0
+
+echo "📚 Project Epics"
+echo "================"
+echo ""
+
+# Initialize arrays to store epics by status
+planning_epics=""
+in_progress_epics=""
+completed_epics=""
+
+# Process all epics
+for dir in .claude/epics/*/; do
+  [ -d "$dir" ] || continue
+  [ -f "$dir/epic.md" ] || continue
+
+  # Extract metadata
+  n=$(grep "^name:" "$dir/epic.md" | head -1 | sed 's/^name: *//')
+  s=$(grep "^status:" "$dir/epic.md" | head -1 | sed 's/^status: *//' | tr '[:upper:]' '[:lower:]')
+  p=$(grep "^progress:" "$dir/epic.md" | head -1 | sed 's/^progress: *//')
+  g=$(grep "^github:" "$dir/epic.md" | head -1 | sed 's/^github: *//')
+
+  # Defaults
+  [ -z "$n" ] && n=$(basename "$dir")
+  [ -z "$p" ] && p="0%"
+
+  # Count tasks
+  t=$(ls "$dir"/[0-9]*.md 2>/dev/null | wc -l)
+
+  # Format output with GitHub issue number if available
+  if [ -n "$g" ]; then
+    i=$(echo "$g" | grep -o '/[0-9]*$' | tr -d '/')
+    entry="   📋 ${dir}epic.md (#$i) - $p complete ($t tasks)"
+  else
+    entry="   📋 ${dir}epic.md - $p complete ($t tasks)"
+  fi
+
+  # Categorize by status (handle various status values)
+  case "$s" in
+    planning|draft|"")
+      planning_epics="${planning_epics}${entry}\n"
+      ;;
+    in-progress|in_progress|active|started)
+      in_progress_epics="${in_progress_epics}${entry}\n"
+      ;;
+    completed|complete|done|closed|finished)
+      completed_epics="${completed_epics}${entry}\n"
+      ;;
+    *)
+      # Default to planning for unknown statuses
+      planning_epics="${planning_epics}${entry}\n"
+      ;;
+  esac
+done
+
+# Display categorized epics
+echo "📝 Planning:"
+if [ -n "$planning_epics" ]; then
+  echo -e "$planning_epics" | sed '/^$/d'
+else
+  echo "   (none)"
+fi
+
+echo ""
+echo "🚀 In Progress:"
+if [ -n "$in_progress_epics" ]; then
+  echo -e "$in_progress_epics" | sed '/^$/d'
+else
+  echo "   (none)"
+fi
+
+echo ""
+echo "✅ Completed:"
+if [ -n "$completed_epics" ]; then
+  echo -e "$completed_epics" | sed '/^$/d'
+else
+  echo "   (none)"
+fi
+
+# Summary
+echo ""
+echo "📊 Summary"
+total=$(ls -d .claude/epics/*/ 2>/dev/null | wc -l)
+tasks=$(find .claude/epics -name "[0-9]*.md" 2>/dev/null | wc -l)
+echo "   Total epics: $total"
+echo "   Total tasks: $tasks"
+
+exit 0
@@ -0,0 +1,91 @@
+#!/bin/bash
+
+epic_name="$1"
+
+if [ -z "$epic_name" ]; then
+  echo "❌ Please provide an epic name"
+  echo "Usage: /pm:epic-show <epic-name>"
+  exit 1
+fi
+
+echo "Getting epic..."
+echo ""
+echo ""
+
+epic_dir=".claude/epics/$epic_name"
+epic_file="$epic_dir/epic.md"
+
+if [ ! -f "$epic_file" ]; then
+  echo "❌ Epic not found: $epic_name"
+  echo ""
+  echo "Available epics:"
+  for dir in .claude/epics/*/; do
+    [ -d "$dir" ] && echo "  • $(basename "$dir")"
+  done
+  exit 1
+fi
+
+# Display epic details
+echo "📚 Epic: $epic_name"
+echo "================================"
+echo ""
+
+# Extract metadata
+status=$(grep "^status:" "$epic_file" | head -1 | sed 's/^status: *//')
+progress=$(grep "^progress:" "$epic_file" | head -1 | sed 's/^progress: *//')
+github=$(grep "^github:" "$epic_file" | head -1 | sed 's/^github: *//')
+created=$(grep "^created:" "$epic_file" | head -1 | sed 's/^created: *//')
+
+echo "📊 Metadata:"
+echo "  Status: ${status:-planning}"
+echo "  Progress: ${progress:-0%}"
+[ -n "$github" ] && echo "  GitHub: $github"
+echo "  Created: ${created:-unknown}"
+echo ""
+
+# Show tasks
+echo "📝 Tasks:"
+task_count=0
+open_count=0
+closed_count=0
+
+for task_file in "$epic_dir"/[0-9]*.md; do
+  [ -f "$task_file" ] || continue
+
+  task_num=$(basename "$task_file" .md)
+  task_name=$(grep "^name:" "$task_file" | head -1 | sed 's/^name: *//')
+  task_status=$(grep "^status:" "$task_file" | head -1 | sed 's/^status: *//')
+  parallel=$(grep "^parallel:" "$task_file" | head -1 | sed 's/^parallel: *//')
+
+  if [ "$task_status" = "closed" ] || [ "$task_status" = "completed" ]; then
+    echo "  ✅ #$task_num - $task_name"
+    ((closed_count++))
+  else
+    echo "  ⬜ #$task_num - $task_name"
+    [ "$parallel" = "true" ] && echo -n " (parallel)"
+    ((open_count++))
+  fi
+
+  ((task_count++))
+done
+
+if [ $task_count -eq 0 ]; then
+  echo "  No tasks created yet"
+  echo "  Run: /pm:epic-decompose $epic_name"
+fi
+
+echo ""
+echo "📈 Statistics:"
+echo "  Total tasks: $task_count"
+echo "  Open: $open_count"
+echo "  Closed: $closed_count"
+[ $task_count -gt 0 ] && echo "  Completion: $((closed_count * 100 / task_count))%"
+
+# Next actions
+echo ""
+echo "💡 Actions:"
+[ $task_count -eq 0 ] && echo "  • Decompose into tasks: /pm:epic-decompose $epic_name"
+[ -z "$github" ] && [ $task_count -gt 0 ] && echo "  • Sync to GitHub: /pm:epic-sync $epic_name"
+[ -n "$github" ] && [ "$status" != "completed" ] && echo "  • Start work: /pm:epic-start $epic_name"
+
+exit 0
@@ -0,0 +1,90 @@
+#!/bin/bash
+
+echo "Getting status..."
+echo ""
+echo ""
+
+epic_name="$1"
+
+if [ -z "$epic_name" ]; then
+  echo "❌ Please specify an epic name"
+  echo "Usage: /pm:epic-status <epic-name>"
+  echo ""
+  echo "Available epics:"
+  for dir in .claude/epics/*/; do
+    [ -d "$dir" ] && echo "  • $(basename "$dir")"
+  done
+  exit 1
+else
+  # Show status for specific epic
+  epic_dir=".claude/epics/$epic_name"
+  epic_file="$epic_dir/epic.md"
+
+  if [ ! -f "$epic_file" ]; then
+    echo "❌ Epic not found: $epic_name"
+    echo ""
+    echo "Available epics:"
+    for dir in .claude/epics/*/; do
+      [ -d "$dir" ] && echo "  • $(basename "$dir")"
+    done
+    exit 1
+  fi
+
+  echo "📚 Epic Status: $epic_name"
+  echo "================================"
+  echo ""
+
+  # Extract metadata
+  status=$(grep "^status:" "$epic_file" | head -1 | sed 's/^status: *//')
+  progress=$(grep "^progress:" "$epic_file" | head -1 | sed 's/^progress: *//')
+  github=$(grep "^github:" "$epic_file" | head -1 | sed 's/^github: *//')
+
+  # Count tasks
+  total=0
+  open=0
+  closed=0
+  blocked=0
+
+  # Use find to safely iterate over task files
+  for task_file in "$epic_dir"/[0-9]*.md; do
+    [ -f "$task_file" ] || continue
+    ((total++))
+
+    task_status=$(grep "^status:" "$task_file" | head -1 | sed 's/^status: *//')
+    deps=$(grep "^depends_on:" "$task_file" | head -1 | sed 's/^depends_on: *\[//' | sed 's/\]//')
+
+    if [ "$task_status" = "closed" ] || [ "$task_status" = "completed" ]; then
+      ((closed++))
+    elif [ -n "$deps" ] && [ "$deps" != "depends_on:" ]; then
+      ((blocked++))
+    else
+      ((open++))
+    fi
+  done
+
+  # Display progress bar
+  if [ $total -gt 0 ]; then
+    percent=$((closed * 100 / total))
+    filled=$((percent * 20 / 100))
+    empty=$((20 - filled))
+
+    echo -n "Progress: ["
+    [ $filled -gt 0 ] && printf '%0.s█' $(seq 1 $filled)
+    [ $empty -gt 0 ] && printf '%0.s░' $(seq 1 $empty)
+    echo "] $percent%"
+  else
+    echo "Progress: No tasks created"
+  fi
+
+  echo ""
+  echo "📊 Breakdown:"
+  echo "  Total tasks: $total"
+  echo "  ✅ Completed: $closed"
+  echo "  🔄 Available: $open"
+  echo "  ⏸️ Blocked: $blocked"
+
+  [ -n "$github" ] && echo ""
+  [ -n "$github" ] && echo "🔗 GitHub: $github"
+fi
+
+exit 0
@@ -0,0 +1,71 @@
+#!/bin/bash
+echo "Helping..."
+echo ""
+echo ""
+
+echo "📚 Claude Code PM - Project Management System"
+echo "============================================="
+echo ""
+echo "🎯 Quick Start Workflow"
+echo "  1. /pm:prd-new <name>        - Create a new PRD"
+echo "  2. /pm:prd-parse <name>      - Convert PRD to epic"
+echo "  3. /pm:epic-decompose <name> - Break into tasks"
+echo "  4. /pm:epic-sync <name>      - Push to GitHub"
+echo "  5. /pm:epic-start <name>     - Start parallel execution"
+echo ""
+echo "📄 PRD Commands"
+echo "  /pm:prd-new <name>     - Launch brainstorming for new product requirement"
+echo "  /pm:prd-parse <name>   - Convert PRD to implementation epic"
+echo "  /pm:prd-list           - List all PRDs"
+echo "  /pm:prd-edit <name>    - Edit existing PRD"
+echo "  /pm:prd-status         - Show PRD implementation status"
+echo ""
+echo "📚 Epic Commands"
+echo "  /pm:epic-decompose <name> - Break epic into task files"
+echo "  /pm:epic-sync <name>      - Push epic and tasks to GitHub"
+echo "  /pm:epic-oneshot <name>   - Decompose and sync in one command"
+echo "  /pm:epic-list             - List all epics"
+echo "  /pm:epic-show <name>      - Display epic and its tasks"
+echo "  /pm:epic-status [name]    - Show epic progress"
+echo "  /pm:epic-close <name>     - Mark epic as complete"
+echo "  /pm:epic-edit <name>      - Edit epic details"
+echo "  /pm:epic-refresh <name>   - Update epic progress from tasks"
+echo "  /pm:epic-start <name>     - Launch parallel agent execution"
+echo ""
+echo "📝 Issue Commands"
+echo "  /pm:issue-show <num>      - Display issue and sub-issues"
+echo "  /pm:issue-status <num>    - Check issue status"
+echo "  /pm:issue-start <num>     - Begin work with specialized agent"
+echo "  /pm:issue-sync <num>      - Push updates to GitHub"
+echo "  /pm:issue-close <num>     - Mark issue as complete"
+echo "  /pm:issue-reopen <num>    - Reopen closed issue"
+echo "  /pm:issue-edit <num>      - Edit issue details"
+echo "  /pm:issue-analyze <num>   - Analyze for parallel work streams"
+echo ""
+echo "🔄 Workflow Commands"
+echo "  /pm:next               - Show next priority tasks"
+echo "  /pm:status             - Overall project dashboard"
+echo "  /pm:standup            - Daily standup report"
+echo "  /pm:blocked            - Show blocked tasks"
+echo "  /pm:in-progress        - List work in progress"
+echo ""
+echo "🔗 Sync Commands"
+echo "  /pm:sync               - Full bidirectional sync with GitHub"
+echo "  /pm:import <issue>     - Import existing GitHub issues"
+echo ""
+echo "🔧 Maintenance Commands"
+echo "  /pm:validate           - Check system integrity"
+echo "  /pm:clean              - Archive completed work"
+echo "  /pm:search <query>     - Search across all content"
+echo ""
+echo "⚙️  Setup Commands"
+echo "  /pm:init               - Install dependencies and configure GitHub"
+echo "  /pm:help               - Show this help message"
+echo ""
+echo "💡 Tips"
+echo "  • Use /pm:next to find available work"
+echo "  • Run /pm:status for quick overview"
+echo "  • Epic workflow: prd-new → prd-parse → epic-decompose → epic-sync"
+echo "  • View README.md for complete documentation"
+
+exit 0
@@ -0,0 +1,74 @@
+#!/bin/bash
+echo "Getting status..."
+echo ""
+echo ""
+
+echo "🔄 In Progress Work"
+echo "==================="
+echo ""
+
+# Check for active work in updates directories
+found=0
+
+if [ -d ".claude/epics" ]; then
+  for updates_dir in .claude/epics/*/updates/*/; do
+    [ -d "$updates_dir" ] || continue
+
+    issue_num=$(basename "$updates_dir")
+    epic_name=$(basename $(dirname $(dirname "$updates_dir")))
+
+    if [ -f "$updates_dir/progress.md" ]; then
+      completion=$(grep "^completion:" "$updates_dir/progress.md" | head -1 | sed 's/^completion: *//')
+      [ -z "$completion" ] && completion="0%"
+
+      # Get task name from the task file
+      task_file=".claude/epics/$epic_name/$issue_num.md"
+      if [ -f "$task_file" ]; then
+        task_name=$(grep "^name:" "$task_file" | head -1 | sed 's/^name: *//')
+      else
+        task_name="Unknown task"
+      fi
+
+      echo "📝 Issue #$issue_num - $task_name"
+      echo "   Epic: $epic_name"
+      echo "   Progress: $completion complete"
+
+      # Check for recent updates
+      if [ -f "$updates_dir/progress.md" ]; then
+        last_update=$(grep "^last_sync:" "$updates_dir/progress.md" | head -1 | sed 's/^last_sync: *//')
+        [ -n "$last_update" ] && echo "   Last update: $last_update"
+      fi
+
+      echo ""
+      ((found++))
+    fi
+  done
+fi
+
+# Also check for in-progress epics
+echo "📚 Active Epics:"
+for epic_dir in .claude/epics/*/; do
+  [ -d "$epic_dir" ] || continue
+  [ -f "$epic_dir/epic.md" ] || continue
+
+  status=$(grep "^status:" "$epic_dir/epic.md" | head -1 | sed 's/^status: *//')
+  if [ "$status" = "in-progress" ] || [ "$status" = "active" ]; then
+    epic_name=$(grep "^name:" "$epic_dir/epic.md" | head -1 | sed 's/^name: *//')
+    progress=$(grep "^progress:" "$epic_dir/epic.md" | head -1 | sed 's/^progress: *//')
+    [ -z "$epic_name" ] && epic_name=$(basename "$epic_dir")
+    [ -z "$progress" ] && progress="0%"
+
+    echo "   • $epic_name - $progress complete"
+  fi
+done
+
+echo ""
+if [ $found -eq 0 ]; then
+  echo "No active work items found."
+  echo ""
+  echo "💡 Start work with: /pm:next"
+else
+  echo "📊 Total active items: $found"
+fi
+
+exit 0
@@ -0,0 +1,192 @@
+#!/bin/bash
+
+echo "Initializing..."
+echo ""
+echo ""
+
+echo " ██████╗ ██████╗██████╗ ███╗   ███╗"
+echo "██╔════╝██╔════╝██╔══██╗████╗ ████║"
+echo "██║     ██║     ██████╔╝██╔████╔██║"
+echo "╚██████╗╚██████╗██║     ██║ ╚═╝ ██║"
+echo " ╚═════╝ ╚═════╝╚═╝     ╚═╝     ╚═╝"
+
+echo "┌─────────────────────────────────┐"
+echo "│ Claude Code Project Management  │"
+echo "│ by https://x.com/aroussi        │"
+echo "└─────────────────────────────────┘"
+echo "https://github.com/automazeio/ccpm"
+echo ""
+echo ""
+
+echo "🚀 Initializing Claude Code PM System"
+echo "======================================"
+echo ""
+
+# Check for required tools
+echo "🔍 Checking dependencies..."
+
+# Check gh CLI
+if command -v gh &> /dev/null; then
+  echo "  ✅ GitHub CLI (gh) installed"
+else
+  echo "  ❌ GitHub CLI (gh) not found"
+  echo ""
+  echo "  Installing gh..."
+  if command -v brew &> /dev/null; then
+    brew install gh
+  elif command -v apt-get &> /dev/null; then
+    sudo apt-get update && sudo apt-get install gh
+  else
+    echo "  Please install GitHub CLI manually: https://cli.github.com/"
+    exit 1
+  fi
+fi
+
+# Check gh auth status
+echo ""
+echo "🔐 Checking GitHub authentication..."
+if gh auth status &> /dev/null; then
+  echo "  ✅ GitHub authenticated"
+else
+  echo "  ⚠️ GitHub not authenticated"
+  echo "  Running: gh auth login"
+  gh auth login
+fi
+
+# Check for gh-sub-issue extension
+echo ""
+echo "📦 Checking gh extensions..."
+if gh extension list | grep -q "yahsan2/gh-sub-issue"; then
+  echo "  ✅ gh-sub-issue extension installed"
+else
+  echo "  📥 Installing gh-sub-issue extension..."
+  gh extension install yahsan2/gh-sub-issue
+fi
+
+# Create directory structure
+echo ""
+echo "📁 Creating directory structure..."
+mkdir -p .claude/prds
+mkdir -p .claude/epics
+mkdir -p .claude/rules
+mkdir -p .claude/agents
+mkdir -p .claude/scripts/pm
+echo "  ✅ Directories created"
+
+# Copy scripts if in main repo
+if [ -d "scripts/pm" ] && [ ! "$(pwd)" = *"/.claude"* ]; then
+  echo ""
+  echo "📝 Copying PM scripts..."
+  cp -r scripts/pm/* .claude/scripts/pm/
+  chmod +x .claude/scripts/pm/*.sh
+  echo "  ✅ Scripts copied and made executable"
+fi
+
+# Check for git
+echo ""
+echo "🔗 Checking Git configuration..."
+if git rev-parse --git-dir > /dev/null 2>&1; then
+  echo "  ✅ Git repository detected"
+
+  # Check remote
+  if git remote -v | grep -q origin; then
+    remote_url=$(git remote get-url origin)
+    echo "  ✅ Remote configured: $remote_url"
+    
+    # Check if remote is the CCPM template repository
+    if [[ "$remote_url" == *"automazeio/ccpm"* ]] || [[ "$remote_url" == *"automazeio/ccpm.git"* ]]; then
+      echo ""
+      echo "  ⚠️ WARNING: Your remote origin points to the CCPM template repository!"
+      echo "  This means any issues you create will go to the template repo, not your project."
+      echo ""
+      echo "  To fix this:"
+      echo "  1. Fork the repository or create your own on GitHub"
+      echo "  2. Update your remote:"
+      echo "     git remote set-url origin https://github.com/YOUR_USERNAME/YOUR_REPO.git"
+      echo ""
+    else
+      # Create GitHub labels if this is a GitHub repository
+      if gh repo view &> /dev/null; then
+        echo ""
+        echo "🏷️ Creating GitHub labels..."
+        
+        # Create base labels with improved error handling
+        epic_created=false
+        task_created=false
+        
+        if gh label create "epic" --color "0E8A16" --description "Epic issue containing multiple related tasks" --force 2>/dev/null; then
+          epic_created=true
+        elif gh label list 2>/dev/null | grep -q "^epic"; then
+          epic_created=true  # Label already exists
+        fi
+        
+        if gh label create "task" --color "1D76DB" --description "Individual task within an epic" --force 2>/dev/null; then
+          task_created=true
+        elif gh label list 2>/dev/null | grep -q "^task"; then
+          task_created=true  # Label already exists
+        fi
+        
+        # Report results
+        if $epic_created && $task_created; then
+          echo "  ✅ GitHub labels created (epic, task)"
+        elif $epic_created || $task_created; then
+          echo "  ⚠️ Some GitHub labels created (epic: $epic_created, task: $task_created)"
+        else
+          echo "  ❌ Could not create GitHub labels (check repository permissions)"
+        fi
+      else
+        echo "  ℹ️ Not a GitHub repository - skipping label creation"
+      fi
+    fi
+  else
+    echo "  ⚠️ No remote configured"
+    echo "  Add with: git remote add origin <url>"
+  fi
+else
+  echo "  ⚠️ Not a git repository"
+  echo "  Initialize with: git init"
+fi
+
+# Create CLAUDE.md if it doesn't exist
+if [ ! -f "CLAUDE.md" ]; then
+  echo ""
+  echo "📄 Creating CLAUDE.md..."
+  cat > CLAUDE.md << 'EOF'
+# CLAUDE.md
+
+> Think carefully and implement the most concise solution that changes as little code as possible.
+
+## Project-Specific Instructions
+
+Add your project-specific instructions here.
+
+## Testing
+
+Always run tests before committing:
+- `npm test` or equivalent for your stack
+
+## Code Style
+
+Follow existing patterns in the codebase.
+EOF
+  echo "  ✅ CLAUDE.md created"
+fi
+
+# Summary
+echo ""
+echo "✅ Initialization Complete!"
+echo "=========================="
+echo ""
+echo "📊 System Status:"
+gh --version | head -1
+echo "  Extensions: $(gh extension list | wc -l) installed"
+echo "  Auth: $(gh auth status 2>&1 | grep -o 'Logged in to [^ ]*' || echo 'Not authenticated')"
+echo ""
+echo "🎯 Next Steps:"
+echo "  1. Create your first PRD: /pm:prd-new <feature-name>"
+echo "  2. View help: /pm:help"
+echo "  3. Check status: /pm:status"
+echo ""
+echo "📚 Documentation: README.md"
+
+exit 0
@@ -0,0 +1,61 @@
+#!/bin/bash
+echo "Getting status..."
+echo ""
+echo ""
+
+echo "📋 Next Available Tasks"
+echo "======================="
+echo ""
+
+# Find tasks that are open and have no dependencies or whose dependencies are closed
+found=0
+
+for epic_dir in .claude/epics/*/; do
+  [ -d "$epic_dir" ] || continue
+  epic_name=$(basename "$epic_dir")
+
+  for task_file in "$epic_dir"/[0-9]*.md; do
+    [ -f "$task_file" ] || continue
+
+    # Check if task is open
+    status=$(grep "^status:" "$task_file" | head -1 | sed 's/^status: *//')
+    if [ "$status" != "open" ] && [ -n "$status" ]; then
+      continue
+    fi
+
+    # Check dependencies
+    deps_line=$(grep "^depends_on:" "$task_file" | head -1)
+    if [ -n "$deps_line" ]; then
+      deps=$(echo "$deps_line" | sed 's/^depends_on: *//' | sed 's/^\[//' | sed 's/\]$//' | sed 's/^[[:space:]]*//' | sed 's/[[:space:]]*$//')
+      [ -z "$deps" ] && deps=""
+    else
+      deps=""
+    fi
+
+    # If no dependencies or empty, task is available
+    if [ -z "$deps" ] || [ "$deps" = "depends_on:" ]; then
+      task_name=$(grep "^name:" "$task_file" | head -1 | sed 's/^name: *//')
+      task_num=$(basename "$task_file" .md)
+      parallel=$(grep "^parallel:" "$task_file" | head -1 | sed 's/^parallel: *//')
+
+      echo "✅ Ready: #$task_num - $task_name"
+      echo "   Epic: $epic_name"
+      [ "$parallel" = "true" ] && echo "   🔄 Can run in parallel"
+      echo ""
+      ((found++))
+    fi
+  done
+done
+
+if [ $found -eq 0 ]; then
+  echo "No available tasks found."
+  echo ""
+  echo "💡 Suggestions:"
+  echo "  • Check blocked tasks: /pm:blocked"
+  echo "  • View all tasks: /pm:epic-list"
+fi
+
+echo ""
+echo "📊 Summary: $found tasks ready to start"
+
+exit 0
@@ -0,0 +1,89 @@
+# !/bin/bash
+# Check if PRD directory exists
+if [ ! -d ".claude/prds" ]; then
+  echo "📁 No PRD directory found. Create your first PRD with: /pm:prd-new <feature-name>"
+  exit 0
+fi
+
+# Check for PRD files
+if ! ls .claude/prds/*.md >/dev/null 2>&1; then
+  echo "📁 No PRDs found. Create your first PRD with: /pm:prd-new <feature-name>"
+  exit 0
+fi
+
+# Initialize counters
+backlog_count=0
+in_progress_count=0
+implemented_count=0
+total_count=0
+
+echo "Getting PRDs..."
+echo ""
+echo ""
+
+
+echo "📋 PRD List"
+echo "==========="
+echo ""
+
+# Display by status groups
+echo "🔍 Backlog PRDs:"
+for file in .claude/prds/*.md; do
+  [ -f "$file" ] || continue
+  status=$(grep "^status:" "$file" | head -1 | sed 's/^status: *//')
+  if [ "$status" = "backlog" ] || [ "$status" = "draft" ] || [ -z "$status" ]; then
+    name=$(grep "^name:" "$file" | head -1 | sed 's/^name: *//')
+    desc=$(grep "^description:" "$file" | head -1 | sed 's/^description: *//')
+    [ -z "$name" ] && name=$(basename "$file" .md)
+    [ -z "$desc" ] && desc="No description"
+    # echo "   📋 $name - $desc"
+    echo "   📋 $file - $desc"
+    ((backlog_count++))
+  fi
+  ((total_count++))
+done
+[ $backlog_count -eq 0 ] && echo "   (none)"
+
+echo ""
+echo "🔄 In-Progress PRDs:"
+for file in .claude/prds/*.md; do
+  [ -f "$file" ] || continue
+  status=$(grep "^status:" "$file" | head -1 | sed 's/^status: *//')
+  if [ "$status" = "in-progress" ] || [ "$status" = "active" ]; then
+    name=$(grep "^name:" "$file" | head -1 | sed 's/^name: *//')
+    desc=$(grep "^description:" "$file" | head -1 | sed 's/^description: *//')
+    [ -z "$name" ] && name=$(basename "$file" .md)
+    [ -z "$desc" ] && desc="No description"
+    # echo "   📋 $name - $desc"
+    echo "   📋 $file - $desc"
+    ((in_progress_count++))
+  fi
+done
+[ $in_progress_count -eq 0 ] && echo "   (none)"
+
+echo ""
+echo "✅ Implemented PRDs:"
+for file in .claude/prds/*.md; do
+  [ -f "$file" ] || continue
+  status=$(grep "^status:" "$file" | head -1 | sed 's/^status: *//')
+  if [ "$status" = "implemented" ] || [ "$status" = "completed" ] || [ "$status" = "done" ]; then
+    name=$(grep "^name:" "$file" | head -1 | sed 's/^name: *//')
+    desc=$(grep "^description:" "$file" | head -1 | sed 's/^description: *//')
+    [ -z "$name" ] && name=$(basename "$file" .md)
+    [ -z "$desc" ] && desc="No description"
+    # echo "   📋 $name - $desc"
+    echo "   📋 $file - $desc"
+    ((implemented_count++))
+  fi
+done
+[ $implemented_count -eq 0 ] && echo "   (none)"
+
+# Display summary
+echo ""
+echo "📊 PRD Summary"
+echo "   Total PRDs: $total_count"
+echo "   Backlog: $backlog_count"
+echo "   In-Progress: $in_progress_count"
+echo "   Implemented: $implemented_count"
+
+exit 0
@@ -0,0 +1,63 @@
+#!/bin/bash
+
+echo "📄 PRD Status Report"
+echo "===================="
+echo ""
+
+if [ ! -d ".claude/prds" ]; then
+  echo "No PRD directory found."
+  exit 0
+fi
+
+total=$(ls .claude/prds/*.md 2>/dev/null | wc -l)
+[ $total -eq 0 ] && echo "No PRDs found." && exit 0
+
+# Count by status
+backlog=0
+in_progress=0
+implemented=0
+
+for file in .claude/prds/*.md; do
+  [ -f "$file" ] || continue
+  status=$(grep "^status:" "$file" | head -1 | sed 's/^status: *//')
+
+  case "$status" in
+    backlog|draft|"") ((backlog++)) ;;
+    in-progress|active) ((in_progress++)) ;;
+    implemented|completed|done) ((implemented++)) ;;
+    *) ((backlog++)) ;;
+  esac
+done
+
+echo "Getting status..."
+echo ""
+echo ""
+
+# Display chart
+echo "📊 Distribution:"
+echo "================"
+
+echo ""
+echo "  Backlog:     $(printf '%-3d' $backlog) [$(printf '%0.s█' $(seq 1 $((backlog*20/total))))]"
+echo "  In Progress: $(printf '%-3d' $in_progress) [$(printf '%0.s█' $(seq 1 $((in_progress*20/total))))]"
+echo "  Implemented: $(printf '%-3d' $implemented) [$(printf '%0.s█' $(seq 1 $((implemented*20/total))))]"
+echo ""
+echo "  Total PRDs: $total"
+
+# Recent activity
+echo ""
+echo "📅 Recent PRDs (last 5 modified):"
+ls -t .claude/prds/*.md 2>/dev/null | head -5 | while read file; do
+  name=$(grep "^name:" "$file" | head -1 | sed 's/^name: *//')
+  [ -z "$name" ] && name=$(basename "$file" .md)
+  echo "  • $name"
+done
+
+# Suggestions
+echo ""
+echo "💡 Next Actions:"
+[ $backlog -gt 0 ] && echo "  • Parse backlog PRDs to epics: /pm:prd-parse <name>"
+[ $in_progress -gt 0 ] && echo "  • Check progress on active PRDs: /pm:epic-status <name>"
+[ $total -eq 0 ] && echo "  • Create your first PRD: /pm:prd-new <name>"
+
+exit 0
@@ -0,0 +1,71 @@
+#!/bin/bash
+
+query="$1"
+
+if [ -z "$query" ]; then
+  echo "❌ Please provide a search query"
+  echo "Usage: /pm:search <query>"
+  exit 1
+fi
+
+echo "Searching for '$query'..."
+echo ""
+echo ""
+
+echo "🔍 Search results for: '$query'"
+echo "================================"
+echo ""
+
+# Search in PRDs
+if [ -d ".claude/prds" ]; then
+  echo "📄 PRDs:"
+  results=$(grep -l -i "$query" .claude/prds/*.md 2>/dev/null)
+  if [ -n "$results" ]; then
+    for file in $results; do
+      name=$(basename "$file" .md)
+      matches=$(grep -c -i "$query" "$file")
+      echo "  • $name ($matches matches)"
+    done
+  else
+    echo "  No matches"
+  fi
+  echo ""
+fi
+
+# Search in Epics
+if [ -d ".claude/epics" ]; then
+  echo "📚 Epics:"
+  results=$(find .claude/epics -name "epic.md" -exec grep -l -i "$query" {} \; 2>/dev/null)
+  if [ -n "$results" ]; then
+    for file in $results; do
+      epic_name=$(basename $(dirname "$file"))
+      matches=$(grep -c -i "$query" "$file")
+      echo "  • $epic_name ($matches matches)"
+    done
+  else
+    echo "  No matches"
+  fi
+  echo ""
+fi
+
+# Search in Tasks
+if [ -d ".claude/epics" ]; then
+  echo "📝 Tasks:"
+  results=$(find .claude/epics -name "[0-9]*.md" -exec grep -l -i "$query" {} \; 2>/dev/null | head -10)
+  if [ -n "$results" ]; then
+    for file in $results; do
+      epic_name=$(basename $(dirname "$file"))
+      task_num=$(basename "$file" .md)
+      echo "  • Task #$task_num in $epic_name"
+    done
+  else
+    echo "  No matches"
+  fi
+fi
+
+# Summary
+total=$(find .claude -name "*.md" -exec grep -l -i "$query" {} \; 2>/dev/null | wc -l)
+echo ""
+echo "📊 Total files with matches: $total"
+
+exit 0
@@ -0,0 +1,86 @@
+#!/bin/bash
+
+echo "📅 Daily Standup - $(date '+%Y-%m-%d')"
+echo "================================"
+echo ""
+
+today=$(date '+%Y-%m-%d')
+
+echo "Getting status..."
+echo ""
+echo ""
+
+echo "📝 Today's Activity:"
+echo "===================="
+echo ""
+
+# Find files modified today
+recent_files=$(find .claude -name "*.md" -mtime -1 2>/dev/null)
+
+if [ -n "$recent_files" ]; then
+  # Count by type
+  prd_count=$(echo "$recent_files" | grep -c "/prds/" 2>/dev/null | tr -d '[:space:]')
+  epic_count=$(echo "$recent_files" | grep -c "/epic.md" 2>/dev/null | tr -d '[:space:]')
+  task_count=$(echo "$recent_files" | grep -c "/[0-9]*.md" 2>/dev/null | tr -d '[:space:]')
+  update_count=$(echo "$recent_files" | grep -c "/updates/" 2>/dev/null | tr -d '[:space:]')
+  prd_count=${prd_count:-0}; epic_count=${epic_count:-0}; task_count=${task_count:-0}; update_count=${update_count:-0}
+
+  [ "$prd_count" -gt 0 ] && echo "  • Modified $prd_count PRD(s)"
+  [ "$epic_count" -gt 0 ] && echo "  • Updated $epic_count epic(s)"
+  [ "$task_count" -gt 0 ] && echo "  • Worked on $task_count task(s)"
+  [ "$update_count" -gt 0 ] && echo "  • Posted $update_count progress update(s)"
+else
+  echo "  No activity recorded today"
+fi
+
+echo ""
+echo "🔄 Currently In Progress:"
+# Show active work items
+for updates_dir in .claude/epics/*/updates/*/; do
+  [ -d "$updates_dir" ] || continue
+  if [ -f "$updates_dir/progress.md" ]; then
+    issue_num=$(basename "$updates_dir")
+    epic_name=$(basename $(dirname $(dirname "$updates_dir")))
+    completion=$(grep "^completion:" "$updates_dir/progress.md" | head -1 | sed 's/^completion: *//')
+    echo "  • Issue #$issue_num ($epic_name) - ${completion:-0%} complete"
+  fi
+done
+
+echo ""
+echo "⏭️ Next Available Tasks:"
+# Show top 3 available tasks
+count=0
+for epic_dir in .claude/epics/*/; do
+  [ -d "$epic_dir" ] || continue
+  for task_file in "$epic_dir"/[0-9]*.md; do
+    [ -f "$task_file" ] || continue
+    status=$(grep "^status:" "$task_file" | head -1 | sed 's/^status: *//')
+    if [ "$status" != "open" ] && [ -n "$status" ]; then
+      continue
+    fi
+
+    deps_line=$(grep "^depends_on:" "$task_file" | head -1)
+    if [ -n "$deps_line" ]; then
+      deps=$(echo "$deps_line" | sed 's/^depends_on: *//' | sed 's/^\[//' | sed 's/\]$//' | sed 's/^[[:space:]]*//' | sed 's/[[:space:]]*$//')
+      [ -z "$deps" ] && deps=""
+    else
+      deps=""
+    fi
+    if [ -z "$deps" ] || [ "$deps" = "depends_on:" ]; then
+      task_name=$(grep "^name:" "$task_file" | head -1 | sed 's/^name: *//')
+      task_num=$(basename "$task_file" .md)
+      echo "  • #$task_num - $task_name"
+      ((count++))
+      [ $count -ge 3 ] && break 2
+    fi
+  done
+done
+
+echo ""
+echo "📊 Quick Stats:"
+total_tasks=$(find .claude/epics -name "[0-9]*.md" 2>/dev/null | wc -l)
+open_tasks=$(find .claude/epics -name "[0-9]*.md" -exec grep -l "^status: *open" {} \; 2>/dev/null | wc -l)
+closed_tasks=$(find .claude/epics -name "[0-9]*.md" -exec grep -l "^status: *closed" {} \; 2>/dev/null | wc -l)
+echo "  Tasks: $open_tasks open, $closed_tasks closed, $total_tasks total"
+
+exit 0
@@ -0,0 +1,42 @@
+#!/bin/bash
+
+echo "Getting status..."
+echo ""
+echo ""
+
+
+echo "📊 Project Status"
+echo "================"
+echo ""
+
+echo "📄 PRDs:"
+if [ -d ".claude/prds" ]; then
+  total=$(ls .claude/prds/*.md 2>/dev/null | wc -l)
+  echo "  Total: $total"
+else
+  echo "  No PRDs found"
+fi
+
+echo ""
+echo "📚 Epics:"
+if [ -d ".claude/epics" ]; then
+  total=$(ls -d .claude/epics/*/ 2>/dev/null | grep -v '/archived/$' | wc -l)
+  echo "  Total: $total"
+else
+  echo "  No epics found"
+fi
+
+echo ""
+echo "📝 Tasks:"
+if [ -d ".claude/epics" ]; then
+  total=$(find .claude/epics -path "*/archived/*" -prune -o -name "[0-9]*.md" -print 2>/dev/null | wc -l)
+  open=$(find .claude/epics -path "*/archived/*" -prune -o -name "[0-9]*.md" -print 2>/dev/null | xargs grep -l "^status: *open" 2>/dev/null | wc -l)
+  closed=$(find .claude/epics -path "*/archived/*" -prune -o -name "[0-9]*.md" -print 2>/dev/null | xargs grep -l "^status: *closed" 2>/dev/null | wc -l)
+  echo "  Open: $open"
+  echo "  Closed: $closed"
+  echo "  Total: $total"
+else
+  echo "  No tasks found"
+fi
+
+exit 0
@@ -0,0 +1,96 @@
+#!/bin/bash
+
+echo "Validating PM System..."
+echo ""
+echo ""
+
+echo "🔍 Validating PM System"
+echo "======================="
+echo ""
+
+errors=0
+warnings=0
+
+# Check directory structure
+echo "📁 Directory Structure:"
+[ -d ".claude" ] && echo "  ✅ .claude directory exists" || { echo "  ❌ .claude directory missing"; ((errors++)); }
+[ -d ".claude/prds" ] && echo "  ✅ PRDs directory exists" || echo "  ⚠️ PRDs directory missing"
+[ -d ".claude/epics" ] && echo "  ✅ Epics directory exists" || echo "  ⚠️ Epics directory missing"
+[ -d ".claude/rules" ] && echo "  ✅ Rules directory exists" || echo "  ⚠️ Rules directory missing"
+echo ""
+
+# Check for orphaned files
+echo "🗂️ Data Integrity:"
+
+# Check epics have epic.md files
+for epic_dir in .claude/epics/*/; do
+  [ -d "$epic_dir" ] || continue
+  if [ ! -f "$epic_dir/epic.md" ]; then
+    echo "  ⚠️ Missing epic.md in $(basename "$epic_dir")"
+    ((warnings++))
+  fi
+done
+
+# Check for tasks without epics
+orphaned=$(find .claude -name "[0-9]*.md" -not -path ".claude/epics/*/*" 2>/dev/null | wc -l)
+[ $orphaned -gt 0 ] && echo "  ⚠️ Found $orphaned orphaned task files" && ((warnings++))
+
+# Check for broken references
+echo ""
+echo "🔗 Reference Check:"
+
+for task_file in .claude/epics/*/[0-9]*.md; do
+  [ -f "$task_file" ] || continue
+
+  deps_line=$(grep "^depends_on:" "$task_file" | head -1)
+  if [ -n "$deps_line" ]; then
+    deps=$(echo "$deps_line" | sed 's/^depends_on: *//' | sed 's/^\[//' | sed 's/\]$//' | sed 's/,/ /g' | sed 's/^[[:space:]]*//' | sed 's/[[:space:]]*$//')
+    [ -z "$deps" ] && deps=""
+  else
+    deps=""
+  fi
+  if [ -n "$deps" ] && [ "$deps" != "depends_on:" ]; then
+    epic_dir=$(dirname "$task_file")
+    for dep in $deps; do
+      if [ ! -f "$epic_dir/$dep.md" ]; then
+        echo "  ⚠️ Task $(basename "$task_file" .md) references missing task: $dep"
+        ((warnings++))
+      fi
+    done
+  fi
+done
+
+if [ $warnings -eq 0 ] && [ $errors -eq 0 ]; then
+  echo "  ✅ All references valid"
+fi
+
+# Check frontmatter
+echo ""
+echo "📝 Frontmatter Validation:"
+invalid=0
+
+for file in $(find .claude -name "*.md" -path "*/epics/*" -o -path "*/prds/*" 2>/dev/null); do
+  if ! grep -q "^---" "$file"; then
+    echo "  ⚠️ Missing frontmatter: $(basename "$file")"
+    ((invalid++))
+  fi
+done
+
+[ $invalid -eq 0 ] && echo "  ✅ All files have frontmatter"
+
+# Summary
+echo ""
+echo "📊 Validation Summary:"
+echo "  Errors: $errors"
+echo "  Warnings: $warnings"
+echo "  Invalid files: $invalid"
+
+if [ $errors -eq 0 ] && [ $warnings -eq 0 ] && [ $invalid -eq 0 ]; then
+  echo ""
+  echo "✅ System is healthy!"
+else
+  echo ""
+  echo "💡 Run /pm:clean to fix some issues automatically"
+fi
+
+exit 0
@@ -0,0 +1,111 @@
+# Structure — Break Down an Epic
+
+This phase converts a technical epic into concrete, numbered task files with dependency and parallelization metadata.
+
+---
+
+## Epic Decomposition
+
+**Trigger**: User wants to break an epic into actionable tasks.
+
+### Preflight
+
+- Verify `.claude/epics/<name>/epic.md` exists with valid frontmatter.
+- If numbered task files (001.md, 002.md...) already exist in the epic directory, list them and confirm deletion before recreating.
+- If epic status is "completed", warn the user before proceeding.
+
+### Process
+
+Read the epic fully. Analyze for parallelism — which pieces of work can happen simultaneously without file conflicts?
+
+**Task types to consider:**
+
+- Setup: environment, scaffolding, dependencies
+- Data: models, schemas, migrations
+- API: endpoints, services, integration
+- UI: components, pages, styling
+- Tests: unit, integration, e2e
+- Docs: README, API docs, changelogs
+
+**Parallelization strategy by epic size:**
+
+- Small (<5 tasks): create sequentially
+- Medium (5–10 tasks): batch into 2–3 groups, spawn parallel Task agents
+- Large (>10 tasks): analyze dependencies first, launch parallel agents (max 5 concurrent), create dependent tasks after prerequisites
+
+For parallel creation, use the Task tool:
+
+```yaml
+Task:
+  description: "Create task files batch N"
+  subagent_type: "general-purpose"
+  prompt: |
+    Create task files for epic: <name>
+    Tasks to create: [list 3-4 tasks]
+    Save to: .claude/epics/<name>/001.md, 002.md, etc.
+    Follow the task file format exactly.
+    Return: list of files created.
+```
+
+### Task File Format
+
+```markdown
+---
+name: <Task Title>
+status: open
+created: <run: date -u +"%Y-%m-%dT%H:%M:%SZ">
+updated: <same as created>
+github: (will be set on sync)
+depends_on: []
+parallel: true
+conflicts_with: []
+---
+
+# Task: <Task Title>
+
+## Description
+
+## Acceptance Criteria
+- [ ]
+
+## Technical Details
+
+## Dependencies
+
+## Effort Estimate
+- Size: XS/S/M/L/XL
+- Hours: N
+
+## Definition of Done
+- [ ] Code implemented
+- [ ] Tests written and passing
+- [ ] Code reviewed
+```
+
+**Numbering**: sequential 001.md, 002.md, etc. Tasks are renamed to GitHub issue numbers after sync — do not hard-code dependencies by filename, use the `depends_on` array.
+
+### After Creating All Tasks
+
+Append a summary to the epic file:
+
+```markdown
+## Tasks Created
+- [ ] 001.md - <Title> (parallel: true/false)
+- [ ] 002.md - <Title> (parallel: true/false)
+
+Total tasks: N
+Parallel tasks: N
+Sequential tasks: N
+Estimated total effort: N hours
+```
+
+**After completion**: Confirm "✅ Created N tasks for epic: <name>" and suggest: "Ready to push to GitHub? Say: sync the <name> epic"
+
+---
+
+## Dependency Rules
+
+- `depends_on` lists task numbers that must complete before this task can start.
+- `parallel: true` means the task can run concurrently with others it doesn't conflict with.
+- `conflicts_with` lists tasks that touch the same files — these cannot run in parallel.
+- Circular dependencies are an error — check before finalizing.
@@ -0,0 +1,315 @@
+# Sync — Push to GitHub & Track Progress
+
+This phase covers pushing local epics/tasks to GitHub as issues, syncing progress as comments, and closing issues when work is done.
+
+---
+
+## Repository Safety Check
+
+**Always run this before any GitHub write operation:**
+
+```bash
+remote_url=$(git remote get-url origin 2>/dev/null || echo "")
+if [[ "$remote_url" == *"automazeio/ccpm"* ]]; then
+  echo "❌ Cannot sync to the CCPM template repository."
+  echo "Update remote: git remote set-url origin https://github.com/YOUR/REPO.git"
+  exit 1
+fi
+REPO=$(echo "$remote_url" | sed 's|.*github.com[:/]||' | sed 's|\.git$||')
+```
+
+---
+
+## Epic Sync — Push Epic + Tasks to GitHub
+
+**Trigger**: User wants to push a local epic and its tasks to GitHub as issues.
+
+### Preflight
+
+- Verify `.claude/epics/<name>/epic.md` exists.
+- Verify numbered task files exist — if none: "❌ No tasks to sync. Decompose the epic first."
+
+### Process
+
+**Step 1 — Create epic issue:**
+
+Strip frontmatter from epic.md, then:
+
+```bash
+sed '1,/^---$/d; 1,/^---$/d' .claude/epics/<name>/epic.md > /tmp/epic-body.md
+epic_number=$(gh issue create \
+  --repo "$REPO" \
+  --title "Epic: <name>" \
+  --body-file /tmp/epic-body.md \
+  --label "epic,epic:<name>,feature" \
+  --json number -q .number)
+```
+
+**Step 2 — Create task sub-issues:**
+
+Check if `gh-sub-issue` extension is available:
+
+```bash
+if gh extension list | grep -q "yahsan2/gh-sub-issue"; then
+  use_subissues=true
+fi
+```
+
+For <5 tasks: create sequentially.
+For ≥5 tasks: use parallel Task agents (3-4 tasks per batch).
+
+Per task:
+
+```bash
+sed '1,/^---$/d; 1,/^---$/d' <task_file> > /tmp/task-body.md
+task_number=$(gh issue create \
+  --repo "$REPO" \
+  --title "<task_name>" \
+  --body-file /tmp/task-body.md \
+  --label "task,epic:<name>" \
+  --json number -q .number)
+# or with sub-issues:
+# gh sub-issue create --parent $epic_number ...
+```
+
+**Step 3 — Rename task files and update references:**
+
+After all issues are created, rename `001.md` → `<issue_number>.md` and update all `depends_on`/`conflicts_with` arrays to use real issue numbers (not sequential numbers).
+
+```bash
+# Build old→new mapping, then for each task file:
+sed -i.bak "s/\b001\b/<new_num_1>/g" <file>  # repeat for each mapping
+mv 001.md <new_num>.md
+```
+
+**Step 4 — Update frontmatter:**
+
+```bash
+current_date=$(date -u +"%Y-%m-%dT%H:%M:%SZ")
+# Update github: and updated: fields in epic.md and each task file
+github_url="https://github.com/$REPO/issues/<number>"
+sed -i.bak "/^github:/c\\github: $github_url" <file>
+sed -i.bak "/^updated:/c\\updated: $current_date" <file>
+rm <file>.bak
+```
+
+**Step 5 — Create worktree for the epic:**
+
+```bash
+git checkout main && git pull origin main
+git worktree add ../epic-<name> -b epic/<name>
+```
+
+**Step 6 — Create github-mapping.md:**
+
+```markdown
+# GitHub Issue Mapping
+Epic: #<N> - https://github.com/<repo>/issues/<N>
+Tasks:
+- #<N>: <title> - https://github.com/<repo>/issues/<N>
+Synced: <datetime>
+```
+
+**Output:**
+
+```
+✅ Synced epic <name> to GitHub
+  Epic: #<N>
+  Tasks: N sub-issues
+  Worktree: ../epic-<name>
+  Next: "start working on issue <N>" or "start the <name> epic"
+```
+
+---
+
+## Issue Sync — Post Progress to GitHub
+
+**Trigger**: User wants to sync local development progress to a GitHub issue as a comment.
+
+### Preflight
+
+- Verify issue exists: `gh issue view <N> --json state`
+- Check `.claude/epics/*/updates/<N>/` exists with a `progress.md` file.
+- Check `last_sync` in progress.md — if synced <5 minutes ago, confirm before proceeding.
+
+### Process
+
+Gather updates from `.claude/epics/<epic>/updates/<N>/` (progress.md, notes.md, commits.md).
+
+Format and post a comment:
+
+```bash
+gh issue comment <N> --body-file /tmp/update-comment.md
+```
+
+Comment format:
+
+```markdown
+## 🔄 Progress Update - <date>
+
+### ✅ Completed Work
+### 🔄 In Progress
+### 📝 Technical Notes
+### 📊 Acceptance Criteria Status
+### 🚀 Next Steps
+### ⚠️ Blockers
+
+---
+*Progress: N% | Synced at <timestamp>*
+```
+
+After posting: update `last_sync` in progress.md frontmatter, update `updated` in the task file.
+
+Add sync marker to local files to prevent duplicate comments:
+
+```markdown
+<!-- SYNCED: <datetime> -->
+```
+
+---
+
+## Closing an Issue
+
+**Trigger**: User marks a task complete.
+
+### Process
+
+1. Find the local task file (`.claude/epics/*/<N>.md`).
+2. Update frontmatter: `status: closed`, `updated: <now>`.
+3. Post completion comment:
+
+```bash
+echo "✅ Task completed — all acceptance criteria met." | gh issue comment <N> --body-file -
+gh issue close <N>
+```
+1. Check off the task in the epic issue body:
+
+```bash
+gh issue view <epic_N> --json body -q .body > /tmp/epic-body.md
+sed -i "s/- \[ \] #<N>/- [x] #<N>/" /tmp/epic-body.md
+gh issue edit <epic_N> --body-file /tmp/epic-body.md
+```
+1. Recalculate and update epic progress: `progress = closed_tasks / total_tasks * 100`
+
+---
+
+## Merging an Epic
+
+**Trigger**: User wants to merge a completed epic back to main.
+
+### Preflight
+
+- Verify worktree `../epic-<name>` exists.
+- Check for uncommitted changes in the worktree — block if dirty.
+- Warn if any task issues are still open.
+
+### Process
+
+```bash
+# From worktree: run project tests if detectable
+cd ../epic-<name>
+# detect and run: npm test / pytest / cargo test / go test / etc.
+
+# From main repo:
+git checkout main && git pull origin main
+git merge epic/<name> --no-ff -m "Merge epic: <name>"
+git push origin main
+
+# Cleanup
+git worktree remove ../epic-<name>
+git branch -d epic/<name>
+git push origin --delete epic/<name>
+
+# Archive
+mkdir -p .claude/epics/archived/
+mv .claude/epics/<name> .claude/epics/archived/
+
+# Close GitHub issues
+epic_issue=$(grep 'github:' .claude/epics/archived/<name>/epic.md | grep -oE '[0-9]+$')
+gh issue close $epic_issue -c "Epic completed and merged to main"
+```
+
+Update epic.md frontmatter: `status: completed`.
+
+---
+
+## Reporting a Bug Against a Completed Issue
+
+**Trigger**: User finds a bug while testing a completed or in-progress issue — e.g. "found a bug in issue 42", "email validation is broken, came up while testing issue 42".
+
+The workflow should stay automated: create a linked bug task without losing context from the original issue.
+
+### Process
+
+**Step 1 — Read the original issue for context:**
+
+```bash
+gh issue view <original_N> --json title,body,labels
+```
+
+Also read the local task file if it exists: `.claude/epics/*/<original_N>.md`
+
+**Step 2 — Create a local bug task file:**
+
+```markdown
+---
+name: Bug: <short description>
+status: open
+created: <run: date -u +"%Y-%m-%dT%H:%M:%SZ">
+updated: <same>
+github: (will be set on sync)
+depends_on: []
+parallel: false
+conflicts_with: []
+bug_for: <original_N>
+---
+
+# Bug: <short description>
+
+## Context
+Found while working on / testing issue #<original_N>: <original title>
+
+## Description
+<what's broken>
+
+## Steps to Reproduce
+<steps>
+
+## Expected vs Actual
+- Expected: 
+- Actual: 
+
+## Acceptance Criteria
+- [ ] Bug is fixed
+- [ ] Original issue #<original_N> behaviour is unaffected
+
+## Effort Estimate
+- Size: XS/S
+```
+
+Save to `.claude/epics/<same_epic_as_original>/bug-<original_N>-<slug>.md`
+
+**Step 3 — Create a linked GitHub issue:**
+
+```bash
+gh issue create \
+  --repo "$REPO" \
+  --title "Bug: <short description>" \
+  --body "$(cat /tmp/bug-body.md)" \
+  --label "bug,epic:<epic_name>" \
+  --json number -q .number
+```
+
+The issue body should open with `Fixes / follow-up to #<original_N>` so GitHub auto-links them.
+
+**Step 4 — Update the local file** with the GitHub issue number and rename to `<new_N>.md`.
+
+**Output:**
+
+```
+✅ Bug issue created: #<new_N> — "Bug: <short description>"
+  Linked to: #<original_N>
+  Epic: <epic_name>
+
+Start fixing it: "start working on issue <new_N>"
+```
@@ -0,0 +1,165 @@
+# Track — Know Where Things Stand
+
+Tracking operations use bash scripts directly for speed and consistency. The LLM is not needed for these — just run the script and present the output.
+
+---
+
+## Script-First Rule
+
+All tracking operations have a corresponding bash script. Run the script; do not reconstruct the output manually.
+
+Scripts live in `references/scripts/` relative to this skill, but need to run from the **project root** (where `.claude/` lives). Run them as:
+
+```bash
+bash <skill_path>/references/scripts/<script>.sh [args]
+```
+
+Or if ccpm is installed project-locally:
+
+```bash
+bash ccpm/scripts/pm/<script>.sh [args]
+```
+
+---
+
+## Project Status
+
+**Trigger**: "what's our status", "project status", "overview"
+
+```bash
+bash references/scripts/status.sh
+```
+
+Shows: active epics, open issues count, recent activity.
+
+---
+
+## Standup Report
+
+**Trigger**: "standup", "daily standup", "what did we do", "morning update"
+
+```bash
+bash references/scripts/standup.sh
+```
+
+Shows: what was completed yesterday, what's in progress today, any blockers.
+
+---
+
+## List Epics
+
+**Trigger**: "list epics", "show epics", "what epics do we have"
+
+```bash
+bash references/scripts/epic-list.sh
+```
+
+---
+
+## Show Epic Details
+
+**Trigger**: "show the <name> epic", "epic details for <name>"
+
+```bash
+bash references/scripts/epic-show.sh <name>
+```
+
+---
+
+## Epic Status
+
+**Trigger**: "status of the <name> epic", "how far along is <name>"
+
+```bash
+bash references/scripts/epic-status.sh <name>
+```
+
+Shows: task completion breakdown, active agents, blocking issues.
+
+---
+
+## List PRDs
+
+**Trigger**: "list PRDs", "what PRDs do we have", "show backlog"
+
+```bash
+bash references/scripts/prd-list.sh
+```
+
+---
+
+## PRD Status
+
+**Trigger**: "PRD status", "which PRDs are parsed", "what's in backlog"
+
+```bash
+bash references/scripts/prd-status.sh
+```
+
+---
+
+## Search
+
+**Trigger**: "search for <query>", "find issues about <topic>", "look for <term>"
+
+```bash
+bash references/scripts/search.sh "<query>"
+```
+
+Searches local task files, PRDs, and epics for the query term.
+
+---
+
+## What's In Progress
+
+**Trigger**: "what's in progress", "what are we working on", "active work"
+
+```bash
+bash references/scripts/in-progress.sh
+```
+
+---
+
+## What's Next
+
+**Trigger**: "what should I work on next", "what's next", "next priority"
+
+```bash
+bash references/scripts/next.sh
+```
+
+Shows highest-priority open tasks with no blocking dependencies.
+
+---
+
+## What's Blocked
+
+**Trigger**: "what's blocked", "any blockers", "what can't we move on"
+
+```bash
+bash references/scripts/blocked.sh
+```
+
+---
+
+## Validate Project State
+
+**Trigger**: "validate", "check project state", "is everything consistent"
+
+```bash
+bash references/scripts/validate.sh
+```
+
+Checks: frontmatter consistency, orphaned files, missing GitHub links, dependency integrity.
+
+---
+
+## When Scripts Fail
+
+If a script fails or the output needs interpretation (e.g., an error in the output, or the user asks "what does this mean"), then step in to explain. But always run the script first — don't guess at what status/standup output would look like.
+
+If `.claude/` directory doesn't exist at all, the project hasn't been initialized. Direct the user to run:
+
+```bash
+bash references/scripts/init.sh
+```
@@ -0,0 +1,224 @@
+---
+name: data-scientist
+description: Expert data scientist for advanced analytics, machine learning, and statistical modeling. Handles complex data analysis, predictive modeling, and business intelligence.
+---
+
+## Use this skill when
+
+- Working on data scientist tasks or workflows
+- Needing guidance, best practices, or checklists for data scientist
+
+## Do not use this skill when
+
+- The task is unrelated to data scientist
+- You need a different domain or tool outside this scope
+
+## Instructions
+
+- Clarify goals, constraints, and required inputs.
+- Apply relevant best practices and validate outcomes.
+- Provide actionable steps and verification.
+
+You are a data scientist specializing in advanced analytics, machine learning, statistical modeling, and data-driven business insights.
+
+## Purpose
+
+Expert data scientist combining strong statistical foundations with modern machine learning techniques and business acumen. Masters the complete data science workflow from exploratory data analysis to production model deployment, with deep expertise in statistical methods, ML algorithms, and data visualization for actionable business insights.
+
+## Capabilities
+
+### Statistical Analysis & Methodology
+
+- Descriptive statistics, inferential statistics, and hypothesis testing
+- Experimental design: A/B testing, multivariate testing, randomized controlled trials
+- Causal inference: natural experiments, difference-in-differences, instrumental variables
+- Time series analysis: ARIMA, Prophet, seasonal decomposition, forecasting
+- Survival analysis and duration modeling for customer lifecycle analysis
+- Bayesian statistics and probabilistic modeling with PyMC3, Stan
+- Statistical significance testing, p-values, confidence intervals, effect sizes
+- Power analysis and sample size determination for experiments
+
+### Machine Learning & Predictive Modeling
+
+- Supervised learning: linear/logistic regression, decision trees, random forests, XGBoost, LightGBM
+- Unsupervised learning: clustering (K-means, hierarchical, DBSCAN), PCA, t-SNE, UMAP
+- Deep learning: neural networks, CNNs, RNNs, LSTMs, transformers with PyTorch/TensorFlow
+- Ensemble methods: bagging, boosting, stacking, voting classifiers
+- Model selection and hyperparameter tuning with cross-validation and Optuna
+- Feature engineering: selection, extraction, transformation, encoding categorical variables
+- Dimensionality reduction and feature importance analysis
+- Model interpretability: SHAP, LIME, feature attribution, partial dependence plots
+
+### Data Analysis & Exploration
+
+- Exploratory data analysis (EDA) with statistical summaries and visualizations
+- Data profiling: missing values, outliers, distributions, correlations
+- Univariate and multivariate analysis techniques
+- Cohort analysis and customer segmentation
+- Market basket analysis and association rule mining
+- Anomaly detection and fraud detection algorithms
+- Root cause analysis using statistical and ML approaches
+- Data storytelling and narrative building from analysis results
+
+### Programming & Data Manipulation
+
+- Python ecosystem: pandas, NumPy, scikit-learn, SciPy, statsmodels
+- R programming: dplyr, ggplot2, caret, tidymodels, shiny for statistical analysis
+- SQL for data extraction and analysis: window functions, CTEs, advanced joins
+- Big data processing: PySpark, Dask for distributed computing
+- Data wrangling: cleaning, transformation, merging, reshaping large datasets
+- Database interactions: PostgreSQL, MySQL, BigQuery, Snowflake, MongoDB
+- Version control and reproducible analysis with Git, Jupyter notebooks
+- Cloud platforms: AWS SageMaker, Azure ML, GCP Vertex AI
+
+### Data Visualization & Communication
+
+- Advanced plotting with matplotlib, seaborn, plotly, altair
+- Interactive dashboards with Streamlit, Dash, Shiny, Tableau, Power BI
+- Business intelligence visualization best practices
+- Statistical graphics: distribution plots, correlation matrices, regression diagnostics
+- Geographic data visualization and mapping with folium, geopandas
+- Real-time monitoring dashboards for model performance
+- Executive reporting and stakeholder communication
+- Data storytelling techniques for non-technical audiences
+
+### Business Analytics & Domain Applications
+
+#### Marketing Analytics
+
+- Customer lifetime value (CLV) modeling and prediction
+- Attribution modeling: first-touch, last-touch, multi-touch attribution
+- Marketing mix modeling (MMM) for budget optimization
+- Campaign effectiveness measurement and incrementality testing
+- Customer segmentation and persona development
+- Recommendation systems for personalization
+- Churn prediction and retention modeling
+- Price elasticity and demand forecasting
+
+#### Financial Analytics
+
+- Credit risk modeling and scoring algorithms
+- Portfolio optimization and risk management
+- Fraud detection and anomaly monitoring systems
+- Algorithmic trading strategy development
+- Financial time series analysis and volatility modeling
+- Stress testing and scenario analysis
+- Regulatory compliance analytics (Basel, GDPR, etc.)
+- Market research and competitive intelligence analysis
+
+#### Operations Analytics
+
+- Supply chain optimization and demand planning
+- Inventory management and safety stock optimization
+- Quality control and process improvement using statistical methods
+- Predictive maintenance and equipment failure prediction
+- Resource allocation and capacity planning models
+- Network analysis and optimization problems
+- Simulation modeling for operational scenarios
+- Performance measurement and KPI development
+
+### Advanced Analytics & Specialized Techniques
+
+- Natural language processing: sentiment analysis, topic modeling, text classification
+- Computer vision: image classification, object detection, OCR applications
+- Graph analytics: network analysis, community detection, centrality measures
+- Reinforcement learning for optimization and decision making
+- Multi-armed bandits for online experimentation
+- Causal machine learning and uplift modeling
+- Synthetic data generation using GANs and VAEs
+- Federated learning for distributed model training
+
+### Model Deployment & Productionization
+
+- Model serialization and versioning with MLflow, DVC
+- REST API development for model serving with Flask, FastAPI
+- Batch prediction pipelines and real-time inference systems
+- Model monitoring: drift detection, performance degradation alerts
+- A/B testing frameworks for model comparison in production
+- Containerization with Docker for model deployment
+- Cloud deployment: AWS Lambda, Azure Functions, GCP Cloud Run
+- Model governance and compliance documentation
+
+### Data Engineering for Analytics
+
+- ETL/ELT pipeline development for analytics workflows
+- Data pipeline orchestration with Apache Airflow, Prefect
+- Feature stores for ML feature management and serving
+- Data quality monitoring and validation frameworks
+- Real-time data processing with Kafka, streaming analytics
+- Data warehouse design for analytics use cases
+- Data catalog and metadata management for discoverability
+- Performance optimization for analytical queries
+
+### Experimental Design & Measurement
+
+- Randomized controlled trials and quasi-experimental designs
+- Stratified randomization and block randomization techniques
+- Power analysis and minimum detectable effect calculations
+- Multiple hypothesis testing and false discovery rate control
+- Sequential testing and early stopping rules
+- Matched pairs analysis and propensity score matching
+- Difference-in-differences and synthetic control methods
+- Treatment effect heterogeneity and subgroup analysis
+
+## Behavioral Traits
+
+- Approaches problems with scientific rigor and statistical thinking
+- Balances statistical significance with practical business significance
+- Communicates complex analyses clearly to non-technical stakeholders
+- Validates assumptions and tests model robustness thoroughly
+- Focuses on actionable insights rather than just technical accuracy
+- Considers ethical implications and potential biases in analysis
+- Iterates quickly between hypotheses and data-driven validation
+- Documents methodology and ensures reproducible analysis
+- Stays current with statistical methods and ML advances
+- Collaborates effectively with business stakeholders and technical teams
+
+## Knowledge Base
+
+- Statistical theory and mathematical foundations of ML algorithms
+- Business domain knowledge across marketing, finance, and operations
+- Modern data science tools and their appropriate use cases
+- Experimental design principles and causal inference methods
+- Data visualization best practices for different audience types
+- Model evaluation metrics and their business interpretations
+- Cloud analytics platforms and their capabilities
+- Data ethics, bias detection, and fairness in ML
+- Storytelling techniques for data-driven presentations
+- Current trends in data science and analytics methodologies
+
+## Response Approach
+
+1. **Understand business context** and define clear analytical objectives
+2. **Explore data thoroughly** with statistical summaries and visualizations
+3. **Apply appropriate methods** based on data characteristics and business goals
+4. **Validate results rigorously** through statistical testing and cross-validation
+5. **Communicate findings clearly** with visualizations and actionable recommendations
+6. **Consider practical constraints** like data quality, timeline, and resources
+7. **Plan for implementation** including monitoring and maintenance requirements
+8. **Document methodology** for reproducibility and knowledge sharing
+
+## Example Interactions
+
+- "Analyze customer churn patterns and build a predictive model to identify at-risk customers"
+- "Design and analyze A/B test results for a new website feature with proper statistical testing"
+- "Perform market basket analysis to identify cross-selling opportunities in retail data"
+- "Build a demand forecasting model using time series analysis for inventory planning"
+- "Analyze the causal impact of marketing campaigns on customer acquisition"
+- "Create customer segmentation using clustering techniques and business metrics"
+- "Develop a recommendation system for e-commerce product suggestions"
+- "Investigate anomalies in financial transactions and build fraud detection models"
+
+## Limitations
+
+- Use this skill only when the task clearly matches the scope described above.
+- Do not treat the output as a substitute for environment-specific validation, testing, or expert review.
+- Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are missing.
+
+---
+
+> **Provenance (A11 «ML / AI-разработка»):** vendored into Лидерра 2026-05-17 from
+> [`sickn33/antigravity-awesome-skills`](https://github.com/sickn33/antigravity-awesome-skills)
+> `skills/data-scientist`. Skill content is licensed **CC BY 4.0**; repository
+> tooling is MIT. Aggregator frontmatter (`risk`/`source`/`date_added`) dropped on
+> vendor. See `docs/ml/README.md` for the A11 toolset and boundaries.
@@ -0,0 +1,142 @@
+---
+name: discovery-interview
+description: Структурированное интервью-discovery ПЕРЕД проектированием. Два режима. FEATURE — заказчик описывает проблему, боль или цель без готового решения («менеджеры жалуются на…», «сделки теряются», «хочу чтобы…»): JTBD-интервью вскрывает проблему до решения и отдаёт discovery-brief в brainstorming. SYSTEM — запрос ориентации по проекту («сориентируй», «где мы сейчас», «что в тулчейне / на карте», «catch-up по…»): синтез по мета-слою (карта, CLAUDE.md, MEMORY, Открытые_вопросы, Tooling, git log). SKIP — чёткий директив на реализацию («интегрируй X», «закрой находку Y», «поправь Z»): это не discovery. SKIP — анализ бизнес-процесса из кода или диагностика просадки измеримой метрики/конверсии («как устроен процесс X», «process discovery», «где узкое место», «почему просела конверсия»): это skill process-analysis. Используй при «discovery interview», «проведи discovery», «сориентируй по проекту» и при расплывчатом проблемном запросе, даже если слово «discovery» не названо.
+---
+
+# Discovery Interview
+
+Структурированное интервью, которое вскрывает **проблему** прежде, чем кто-либо
+начнёт проектировать решение. Два режима — FEATURE (интервью заказчика перед
+фичей) и SYSTEM (интервью-ориентация по состоянию проекта).
+
+Зачем скил существует: запрос вида «менеджеры жалуются на X» или «хочу, чтобы Y» —
+это симптом, не задача. Уйдёшь сразу в дизайн — спроектируешь решение не той
+проблемы. Discovery interview удерживает разговор в проблемном поле ровно столько,
+сколько нужно, чтобы понять *настоящую* потребность, и только потом передаёт
+эстафету проектированию.
+
+## Когда какой режим
+
+| Запрос | Действие |
+|---|---|
+| Заказчик описал проблему / боль / цель без решения | режим **FEATURE** |
+| Заказчик просит сориентировать по проекту | режим **SYSTEM** |
+| Заказчик дал чёткий директив («сделай X», «интегрируй Y») | скил не нужен — работай напрямую |
+| Вопрос про устройство бизнес-процесса из кода | скил `process-analysis`, не этот |
+
+## Несущий принцип — три слоя-источника
+
+Этот скил соседствует со скилом `process-analysis` (раздел C10 карты). Чтобы не
+дублировать его, способности разведены по **слою данных**, с которым работают:
+
+| Способность | Слой-источник | Метод |
+|---|---|---|
+| `process-analysis` | app-код — `routes/`, `app/Jobs`, `audit_*` | реконструкция бизнес-процесса из кода |
+| discovery-interview **FEATURE** | голова заказчика | интервью человека |
+| discovery-interview **SYSTEM** | мета-слой — карта, CLAUDE.md, MEMORY, Открытые_вопросы, Tooling, git log | интервью + синтез |
+
+Правило разведения: если ответ добывается **чтением кода** — это `process-analysis`.
+Если ответ лежит в голове заказчика или в управляющих документах — это
+discovery-interview.
+
+## Режим FEATURE
+
+### Триггер
+
+Заказчик описывает проблему, боль, раздражение или цель — но НЕ готовое решение.
+Признаки: «менеджеры жалуются…», «X теряется», «неудобно делать Y», «хочу, чтобы…»,
+«было бы хорошо, если…».
+
+### SKIP
+
+Не запускай FEATURE, если запрос — чёткий директив на реализацию: «интегрируй X»,
+«закрой находку Y», «поправь Z», «добавь endpoint». Проблема уже понята заказчиком,
+discovery только затормозит. Работай напрямую — или через `brainstorming`, если
+дизайн решения нетривиален.
+
+Не запускай FEATURE и если запрос — **диагностика просадки измеримой метрики или
+конверсии** («почему падает конверсия B2», «где теряем в воронке», «почему лиды не
+доходят до оплаты»). Ответ там добывается анализом кода и audit-данных — это скил
+`process-analysis`. FEATURE — про UX-боль и желаемые возможности, не про диагностику
+чисел.
+
+### Процесс
+
+1. **Один вопрос за раз.** Не вываливай список — это интервью, не анкета. Ответ на
+   первый вопрос определяет второй.
+2. **Спрашивай про прошлое поведение, не про гипотетику.** «Расскажи, как ты делал
+   это в последний раз» сильнее, чем «как бы ты хотел». Люди плохо предсказывают
+   своё поведение и точно помнят прошлое.
+3. **Копай до корня — «5 почему».** Первая названная проблема обычно симптом.
+4. **Не задавай наводящих вопросов.** «Тебе мешает отсутствие фильтра?» подсказывает
+   ответ. Спроси открыто: «что именно замедляет тебя на этом экране?».
+5. **Поняв проблему — собери discovery-brief и остановись.** Не проектируй решение —
+   это работа `brainstorming`.
+
+Банк вопросов по шагам JTBD — `references/jtbd-questions.md`.
+
+### Артефакт — discovery-brief
+
+Проблема · JTBD (какую работу заказчик «нанимает» решение сделать) · Текущий обходной
+путь · Цена боли (время / деньги / частота) · Сигнал успеха (как поймём, что закрыто)
+· Ограничения. Шаблон — `docs/discovery/templates/discovery-brief.md`.
+
+### Хэндофф
+
+discovery-brief — это вход для `brainstorming`. Передай brief как готовую проблемную
+секцию: `brainstorming` берёт её и переходит к решению — он **не перезадаёт** уже
+выясненные вопросы. discovery-interview отвечает за «что за проблема», brainstorming —
+за «что построим». Отдельным файлом FEATURE-brief не сохраняется — он вливается в
+спеку brainstorming.
+
+## Режим SYSTEM
+
+### Триггер
+
+Заказчик просит сориентировать его по состоянию проекта: «сориентируй», «где мы
+сейчас», «что у нас по X», «что в тулчейне / на карте», «catch-up».
+
+### SKIP
+
+Не запускай SYSTEM, если вопрос про устройство **бизнес-процесса** («как устроен
+процесс сделок», «process discovery», «где узкое место в воронке») — это скил
+`process-analysis`, он читает код. SYSTEM отвечает на «где мы в проекте», не «как
+работает процесс X».
+
+### Процесс
+
+1. **Короткое уточнение scope** — что именно ориентировать? Весь проект, конкретный
+   раздел, тулчейн, открытые вопросы? Без scope ответ будет рыхлым.
+2. **Синтез по мета-слою:** карта `docs/automation-graph.html`, `CLAUDE.md`, MEMORY,
+   `docs/Открытые_вопросы_*.md`, `docs/Tooling_*.md`, `git log`.
+3. **Запрет:** не читай `app/`-код для реконструкции процессов — это исключительный
+   метод `process-analysis`. SYSTEM работает только с мета-слоем.
+4. **Выдай синтез**, а не пересказ документа целиком — ответ на запрос ориентации с
+   пинами на источники.
+
+### Артефакт — system-snapshot
+
+Если ориентация существенная — сохрани `docs/discovery/YYYY-MM-DD-<тема>.md` по
+шаблону `docs/discovery/templates/system-snapshot.md`. Мелкий устный ответ файла не
+требует.
+
+## JTBD-дисциплина (общая для обоих режимов)
+
+- **Один вопрос за раз** — интервью, не анкета.
+- **Прошлое, не гипотетика** — «когда это случилось в последний раз?».
+- **«5 почему»** — корень, не симптом.
+- **Не наводи** — открытые вопросы, без подсказанного ответа.
+- **Слушай, не защищай** — если заказчик критикует существующее, не оправдывай его,
+  копай дальше.
+
+## Границы
+
+- **`brainstorming`** — проектирование решения. discovery-interview вскрывает проблему
+  и передаёт brief; brainstorming проектирует. Не дублируй его вопросы.
+- **`process-analysis`** (раздел C10) — анализ as-is бизнес-процесса из кода и
+  диагностика метрик/конверсии. Если ответ требует чтения `routes/` / `app/Jobs` /
+  `audit_*` или расчёта метрик процесса — это `process-analysis`, не этот скил.
+- **`audit-portal`** — качественный вердикт о здоровье портала. SYSTEM даёт
+  ориентацию («где мы»), не вердикт («здорово ли»).
+- **Интервью конечных пользователей Лидерры** — вне этого скила (defer post-Б-1; для
+  методологии user research — `design:user-research`).
@@ -0,0 +1,26 @@
+{
+  "skill_name": "discovery-interview",
+  "note": "Триггер-eval: should_trigger=true → должен вызваться discovery-interview; false → должен сработать другой инструмент (expected_skill). Особое внимание — near-miss к process-analysis (C10).",
+  "evals": [
+    { "id": 1,  "should_trigger": true,  "expected_skill": "discovery-interview/FEATURE",  "prompt": "менеджеры жалуются что не видят, какие сделки сегодня надо обзвонить — каждое утро роются в фильтрах вручную" },
+    { "id": 2,  "should_trigger": false, "expected_skill": "process-analysis",              "prompt": "у меня ощущение что лиды из B2 проседают по конверсии, но не пойму почему — хочу разобраться" },
+    { "id": 3,  "should_trigger": true,  "expected_skill": "discovery-interview/FEATURE",  "prompt": "хочу чтобы поставщики сами видели свой баланс, а то постоянно пишут в поддержку спрашивают" },
+    { "id": 4,  "should_trigger": true,  "expected_skill": "discovery-interview/FEATURE",  "prompt": "проведи discovery interview по идее напоминаний — я пока сам не уверен что именно нужно" },
+    { "id": 5,  "should_trigger": true,  "expected_skill": "discovery-interview/FEATURE",  "prompt": "не нравится как сейчас сделана выгрузка отчётов, неудобно, давай покопаем что не так" },
+    { "id": 6,  "should_trigger": true,  "expected_skill": "discovery-interview/FEATURE",  "prompt": "клиенты часто отваливаются на этапе оплаты, надо понять что там за проблема" },
+    { "id": 7,  "should_trigger": true,  "expected_skill": "discovery-interview/SYSTEM",   "prompt": "сориентируй меня — где мы сейчас по проекту, что закрыто что нет" },
+    { "id": 8,  "should_trigger": true,  "expected_skill": "discovery-interview/SYSTEM",   "prompt": "что у нас вообще в тулчейне по безопасности, я запутался" },
+    { "id": 9,  "should_trigger": true,  "expected_skill": "discovery-interview/SYSTEM",   "prompt": "вернулся после недели отсутствия, сделай catch-up что произошло по проекту" },
+    { "id": 10, "should_trigger": true,  "expected_skill": "discovery-interview/SYSTEM",   "prompt": "что там на карте в разделе биллинга, какие узлы" },
+    { "id": 11, "should_trigger": false, "expected_skill": "process-analysis",              "prompt": "как устроен процесс обработки сделки от создания до закрытия — пройди по коду" },
+    { "id": 12, "should_trigger": false, "expected_skill": "process-analysis",              "prompt": "где узкое место в воронке лидов, какой шаг тормозит" },
+    { "id": 13, "should_trigger": false, "expected_skill": "process-analysis",              "prompt": "сделай process discovery по джобам импорта лидов" },
+    { "id": 14, "should_trigger": false, "expected_skill": "process-analysis",              "prompt": "посчитай метрики процесса: cycle time по статусам сделок" },
+    { "id": 15, "should_trigger": false, "expected_skill": "directive (no skill)",          "prompt": "интегрируй openapi-mcp-server в .mcp.json" },
+    { "id": 16, "should_trigger": false, "expected_skill": "directive (no skill)",          "prompt": "закрой находку аудита G7 по AdminBillingController" },
+    { "id": 17, "should_trigger": false, "expected_skill": "systematic-debugging",          "prompt": "поправь падающий тест RlsSmokeTest, он валится на teardown" },
+    { "id": 18, "should_trigger": false, "expected_skill": "directive (no skill)",          "prompt": "добавь endpoint POST /api/deals/{id}/archive" },
+    { "id": 19, "should_trigger": false, "expected_skill": "write-spec / brainstorming",    "prompt": "напиши спеку для фичи мультивалютного биллинга" },
+    { "id": 20, "should_trigger": false, "expected_skill": "audit-portal",                  "prompt": "проведи полный аудит портала перед релизом" }
+  ]
+}
@@ -0,0 +1,45 @@
+# Банк вопросов JTBD — режим FEATURE
+
+Вопросы для discovery-интервью. Задавать **по одному**, адаптируя формулировку под
+контекст. Все вопросы — про прошлое поведение, без подсказанного ответа.
+
+## 1. Вскрыть проблему
+
+- Расскажи, что произошло в последний раз, когда [ситуация]?
+- Что именно тебя в этом раздражало или замедляло?
+- Как часто это случается?
+
+## 2. Текущий обходной путь
+
+- Как ты решаешь это сейчас?
+- Что делаешь, когда [проблема] происходит?
+- Кто ещё это делает и как?
+
+## 3. Цена боли
+
+- Сколько времени это съедает за неделю?
+- Что случается, если не сделать это вовремя?
+- Были случаи, когда из-за этого что-то сорвалось?
+
+## 4. JTBD — какую работу «нанимают» решение сделать
+
+- Если бы это работало идеально — что бы ты перестал делать руками?
+- Какого результата ты на самом деле добиваешься?
+
+## 5. Сигнал успеха
+
+- Как ты поймёшь, что проблема закрыта?
+- Что должно стать видимо иначе?
+
+## 6. Ограничения
+
+- Что нельзя ломать или менять?
+- Есть ли срок?
+
+## Антипаттерны
+
+- **Наводящий вопрос** («тебе мешает отсутствие X?») — подсказывает ответ; заказчик
+  согласится из вежливости.
+- **Гипотетика** («как бы ты хотел?») — люди плохо предсказывают своё поведение.
+- **Список вопросов разом** — это анкета, не интервью; теряется ветвление по ответам.
+- **Принять первый ответ за корень** — копай «5 почему» до настоящей причины.
@@ -0,0 +1,62 @@
+---
+name: laravel-backend-patterns
+description: Backend-конвенции Лидерры (Laravel 13) — как писать controller→service→job, RLS-aware Eloquent, деньги через bcmath/LedgerService, идемпотентные джобы, partition-aware запросы. Используй при «как писать backend в Лидерре», «паттерн контроллера/сервиса/джоба», scaffolding новой backend-фичи. НЕ для generic-паттернов (architecture-patterns #38), аудита денег (billing-audit #62), РСБУ/налогов (ru-tax-accounting), security-аудита (D3).
+---
+
+# Laravel Backend Patterns — конвенции backend-кода Лидерры
+
+Проектный скил, который описывает **как здесь пишут backend**, а не как рекомендует generic-Laravel.
+При scaffolding новой фичи или ревью кода — сверяться с пятью конвенциями ниже.
+Детальные примеры с образцами кода и антипаттернами — в `references/conventions.md`.
+
+## 1. Слоистость: Controller → FormRequest → Service → Job
+
+Контроллер тонкий: принимает FormRequest, делегирует Service, возвращает JSON-ответ.
+Бизнес-логика — в Service; асинхронная работа — в Job.
+Слои зафиксированы в `app/deptrac.yaml` (13 слоёв, pre-commit gate job 10).
+
+Подробнее: `references/conventions.md` §1.
+
+## 2. RLS-aware Eloquent и middleware `tenant`
+
+Middleware `SetTenantContext` оборачивает HTTP-запрос в транзакцию и выполняет
+`SET LOCAL app.current_tenant_id = X`, обеспечивая RLS-изоляцию между tenant'ами.
+**КРИТИЧНО**: очередные джобы выполняются под ролью `crm_supplier_worker` (BYPASSRLS),
+поэтому RLS не фильтрует. Каждый запрос в джобе **обязан** содержать явный
+`where('tenant_id', $tenantId)` или устанавливать `SET LOCAL` вручную внутри транзакции.
+
+Подробнее: `references/conventions.md` §2.
+
+## 3. Деньги — только через bcmath и LedgerService
+
+Все денежные операции — `bcadd` / `bcsub` / `bcmul` / `bcdiv` / `bccomp` со строковыми операндами
+и фиксированным `scale`. Никаких операторов `+` / `-` / `*` / `/` над деньгами, никакого `float`.
+Точка входа для биллингового списания — `LedgerService::chargeForDelivery()`.
+Аудит денежных инвариантов кода — скил `billing-audit` (#62); здесь — только конвенция написания.
+
+Подробнее: `references/conventions.md` §3.
+
+## 4. Идемпотентные джобы через advisory lock
+
+Повторный запуск джоба не должен дублировать результат.
+Паттерн: `pg_advisory_xact_lock(composite_bigint)` внутри транзакции — сериализует
+конкурентные обработки одного (tenant_id, source_crm_id). Дополнительно: `lockForUpdate`
+на строку Tenant защищает баланс от TOCTOU при конкурентных списаниях.
+
+Подробнее: `references/conventions.md` §4.
+
+## 5. Partition-aware запросы для `deals` и `supplier_lead_costs`
+
+Таблицы `deals` и `supplier_lead_costs` секционированы по `RANGE (received_at)`.
+Запросы к этим таблицам должны включать условие по `received_at` (или `created_at`
+для `supplier_lead_costs`) — это включает pruning и предотвращает full-scan всех партиций.
+
+Подробнее: `references/conventions.md` §5.
+
+## Связано
+
+- `billing-audit` #62 — аудит денежной корректности (I1–I5 инварианты).
+- `architecture-patterns` #38 — общие паттерны архитектуры (не Лидерра-специфика).
+- Boost #10 — Eloquent introspection, документация Laravel 13.
+- Larastan #12 — статанализ PHP (ловит float-арифметику на деньгах).
+- ADR-005 — deptrac architecture-fitness gate.
@@ -0,0 +1,10 @@
+{
+  "skill": "laravel-backend-patterns",
+  "cases": [
+    {"prompt": "как написать контроллер для новой backend-фичи в Лидерре", "should_trigger": true},
+    {"prompt": "как правильно списать деньги в джобе под crm_supplier_worker", "should_trigger": true},
+    {"prompt": "проверь, не теряются ли копейки в списании", "should_trigger": false, "expected": "billing-audit"},
+    {"prompt": "опиши Clean Architecture в общем", "should_trigger": false, "expected": "architecture-patterns"},
+    {"prompt": "учёт выручки по РСБУ", "should_trigger": false, "expected": "ru-tax-accounting"}
+  ]
+}
@@ -0,0 +1,280 @@
+# Backend-конвенции Лидерры — детальный справочник
+
+Образцы ниже — реальный код из `app/` (Laravel 13, PHP 8.3).
+Указаны конкретные `file:line` на момент 20.05.2026.
+
+---
+
+## §1. Слоистость: Controller → FormRequest → Service → Job
+
+### Правило
+
+Контроллер принимает FormRequest (валидация), делегирует Service (бизнес-логика),
+при необходимости Service dispatch'ит Job (асинхрон). Контроллер не содержит бизнес-логики.
+Слои задокументированы в `app/deptrac.yaml` — 13 слоёв:
+Controller, Request, Resource, Middleware, Service, Job, Console, Repository,
+Model, Mail, Rule, Exception, Provider.
+Допустимые направления зависимостей — только вниз по иерархии (deptrac gate, lefthook job 10).
+
+### Образец из кода
+
+`app/app/Http/Controllers/Api/ProjectController.php:87–90` — контроллер тонкий:
+
+```php
+/** POST /api/projects */
+public function store(StoreProjectRequest $request): JsonResponse
+{
+    $project = $this->projects->create($request->user()->tenant, $request->validated());
+
+    return response()->json(['data' => new ProjectResource($project)], 201);
+}
+```
+
+`app/app/Http/Requests/StoreProjectRequest.php:18–44` — вся валидация в FormRequest:
+
+```php
+public function rules(): array
+{
+    $base = [
+        'name'               => ['required', 'string', 'max:255'],
+        'signal_type'        => ['required', Rule::in(['site', 'call', 'sms'])],
+        'daily_limit_target' => ['required', 'integer', 'min:1', 'max:10000'],
+        'regions'            => ['present', 'array'],
+        'regions.*'          => ['integer', 'between:1,89'],
+        'delivery_days_mask' => ['required', 'integer', 'min:1', 'max:127'],
+    ];
+    // ... conditional rules by signal_type
+    return $base;
+}
+```
+
+`app/app/Services/Billing/LedgerService.php` — бизнес-логика в Service.
+`app/app/Jobs/ProcessWebhookJob.php` — асинхрон в Job.
+
+### Антипаттерн
+
+```php
+// ПЛОХО: бизнес-логика в контроллере
+public function store(Request $request): JsonResponse
+{
+    $tier = PricingTier::where('min_leads', '<=', $count)->orderBy('min_leads', 'desc')->first();
+    $price = $tier->price_per_lead_kopecks * $count;  // float-арифметика + логика тира прямо здесь
+    Deal::create([...]);
+    return response()->json(['ok' => true]);
+}
+```
+
+---
+
+## §2. RLS-aware Eloquent и middleware `tenant`
+
+### Правило
+
+Middleware `SetTenantContext` (`app/app/Http/Middleware/SetTenantContext.php`) оборачивает
+каждый HTTP-запрос в транзакцию и выполняет `SET LOCAL app.current_tenant_id = X`,
+после чего RLS-политики PostgreSQL автоматически фильтруют строки по tenant.
+
+**КРИТИЧНО для джобов**: очередные джобы Laravel выполняются в отдельном процессе вне
+HTTP-стека. Роль `crm_supplier_worker` (connection `pgsql_supplier`) имеет атрибут
+BYPASSRLS — RLS-политики для неё **не применяются**. Любой запрос в таком джобе без
+явного `where('tenant_id', $tenantId)` вернёт строки всех tenant'ов.
+
+Правило: в каждом джобе либо устанавливай `SET LOCAL` внутри транзакции (паттерн
+`ProcessWebhookJob`/`ImportLeadsJob`), либо добавляй явный `where('tenant_id', ...)`.
+
+### Образец из кода
+
+`app/app/Http/Middleware/SetTenantContext.php:36–43` — HTTP-путь:
+
+```php
+DB::beginTransaction();
+try {
+    DB::statement('SET LOCAL app.current_tenant_id = ' . $tenantId);
+    $response = $next($request);
+    DB::commit();
+    return $response;
+} catch (\Throwable $e) {
+    DB::rollBack();
+    throw $e;
+}
+```
+
+`app/app/Jobs/ImportLeadsJob.php:92–96` — джоб устанавливает `SET LOCAL` вручную:
+
+```php
+return DB::transaction(function (): ?ImportLog {
+    DB::statement('SET LOCAL app.current_tenant_id = ' . $this->tenantId);
+    return ImportLog::query()->find($this->importLogId);
+});
+```
+
+`app/app/Jobs/ProcessWebhookJob.php:80–86` — аналогичный паттерн в webhook-джобе:
+
+```php
+DB::transaction(function () use ($duplicateDetector): void {
+    DB::statement('SET LOCAL app.current_tenant_id = ' . $this->tenantId);
+    $tenant = Tenant::query()
+        ->whereKey($this->tenantId)
+        ->lockForUpdate()
+        ->first();
+```
+
+### Антипаттерн
+
+```php
+// ПЛОХО: джоб под crm_supplier_worker без SET LOCAL и без where tenant_id
+// → вернёт все строки всех tenant'ов (BYPASSRLS не фильтрует)
+public function handle(): void
+{
+    $logs = ImportLog::query()->where('status', 'pending')->get(); // ВСЕ tenant'ы!
+}
+```
+
+---
+
+## §3. Деньги — только через bcmath и LedgerService
+
+### Правило
+
+Все арифметические операции с деньгами (рубли, копейки) — исключительно через
+функции `bcmath` с явным `scale`. Операнды передаются строками.
+Никаких PHP `float`, никакого `+` / `-` / `*` / `/` над денежными значениями.
+
+Точка входа для списания за лид — `LedgerService::chargeForDelivery()`.
+Этот метод реализует dual-balance flow (prepaid-лиды → `balance_leads`, рубли → `balance_rub`).
+Вызывается **внутри открытой транзакции** с `lockForUpdate(Tenant)` — см. §4.
+
+Аудит денежных инвариантов (I1–I5) — скил `billing-audit` (#62). Здесь — конвенция написания.
+
+### Образец из кода
+
+`app/app/Services/Billing/LedgerService.php:64–65` — конвертация копеек в рубли:
+
+```php
+$amountRub = bcdiv((string) $priceKopecks, '100', 2);
+$newBalanceRub = bcsub((string) $lockedTenant->balance_rub, $amountRub, 2);
+```
+
+`app/app/Services/Billing/LedgerService.php:124–125` — сравнение балансов:
+
+```php
+$balanceKopecks = bcmul((string) $tenant->balance_rub, '100', 0);
+if (bccomp($balanceKopecks, (string) $priceKopecks, 0) >= 0) {
+    return 'rub';
+}
+```
+
+### Антипаттерн
+
+```php
+// ПЛОХО: float-арифметика теряет копейки
+$price = $tier->price_per_lead_kopecks / 100;  // float
+$newBalance = $tenant->balance_rub - $price;    // потеря точности при накоплении
+```
+
+---
+
+## §4. Идемпотентные джобы через advisory lock
+
+### Правило
+
+Повторный запуск джоба (ретрай, краш, дубль cron) не должен создавать дублирующие
+записи. Паттерн: `pg_advisory_xact_lock(bigint)` внутри транзакции сериализует все
+конкурентные обработки одного (tenant_id, source_crm_id).
+
+Дополнительно для мутаций баланса: `lockForUpdate` на строку Tenant — защита от
+TOCTOU (между чтением баланса и его обновлением другой воркер не должен изменить значение).
+
+### Образец из кода
+
+`app/app/Jobs/ProcessWebhookJob.php:293–296` — advisory lock перед upsert:
+
+```php
+// pg_advisory_xact_lock(bigint): верхние 32 бита = tenant_id, нижние 32 = source_crm_id
+$lockKey = (($tenant->id & 0xFFFFFFFF) << 32) | ($sourceCrmId & 0xFFFFFFFF);
+DB::statement('SELECT pg_advisory_xact_lock(?)', [$lockKey]);
+```
+
+`app/app/Services/Import/HistoricalImportService.php:145–147` — тот же паттерн в сервисе:
+
+```php
+// advisory lock (tenant_id, source_crm_id) — сериализует upsert (§6.5)
+$lockKey = (($tenantId & 0xFFFFFFFF) << 32) | ($row->sourceCrmId & 0xFFFFFFFF);
+DB::statement('SELECT pg_advisory_xact_lock(?)', [$lockKey]);
+```
+
+`app/app/Jobs/RouteSupplierLeadJob.php:210–213` — lockForUpdate на Tenant перед списанием:
+
+```php
+$tenant = Tenant::query()
+    ->whereKey($project->tenant_id)
+    ->lockForUpdate()
+    ->firstOrFail();
+```
+
+Для overlap-защиты долгоживущих джобов (cron) — `Cache::lock` (Redis):
+`app/app/Jobs/Supplier/CsvReconcileJob.php:69–74`:
+
+```php
+$lock = $lockStore->lock(self::LOCK_NAME, self::LOCK_TTL_SECONDS);
+if (! $lock->get()) {
+    Log::info('csv_reconcile.skipped_overlap');
+    return;
+}
+```
+
+### Антипаттерн
+
+```php
+// ПЛОХО: нет lock — два конкурентных воркера создают два deal для одного vid
+$existing = Deal::where('source_crm_id', $vid)->where('tenant_id', $tenantId)->first();
+if (!$existing) {
+    Deal::create([...]); // race condition: оба воркера видят null и оба создают
+}
+```
+
+---
+
+## §5. Partition-aware запросы для `deals` и `supplier_lead_costs`
+
+### Правило
+
+Таблицы `deals` и `supplier_lead_costs` секционированы по `PARTITION BY RANGE (received_at)`.
+Запросы должны содержать условие по `received_at` (ключ партиционирования) — это позволяет
+PostgreSQL выполнять partition pruning и не сканировать все партиции.
+Запрос без `WHERE received_at ...` делает full-scan всех партиций.
+
+### Образец из кода
+
+`db/schema.sql:1658` — партиционирование `deals`:
+
+```sql
+) PARTITION BY RANGE (received_at);
+```
+
+`db/schema.sql:2361` — партиционирование `supplier_lead_costs`:
+
+```sql
+) PARTITION BY RANGE (received_at);
+```
+
+`app/app/Services/DuplicateDetector.php:49` — запрос к `deals` с ключом партиции:
+
+```php
+->where('received_at', '>=', $windowStart)
+```
+
+`app/app/Jobs/Supplier/CsvReconcileJob.php:113` — запрос к `supplier_leads` с ключом:
+
+```php
+->where('received_at', '>=', $windowStart)
+```
+
+### Антипаттерн
+
+```php
+// ПЛОХО: запрос к deals без received_at — full-scan всех партиций
+$deals = Deal::where('tenant_id', $tenantId)
+    ->where('phone', $phone)
+    ->get(); // сканирует deals_2026_05, deals_2026_06, ... все партиции
+```
@@ -0,0 +1,205 @@
+---
+name: marketing-ru
+description: Маркетинг Лидерры на российском рынке — привлечение B2B-клиентов SaaS. Используй при «каналы продвижения Лидерры», «Яндекс.Директ для нашего лендинга», «настроить Директ / Метрика / Wordstat», «конверсия лендинга», «рассылка по 152-ФЗ», «согласие на email/SMS/мессенджер», «форма захвата лида и ФЗ», «CAC / стоимость привлечения», «Telegram-канал для B2B SaaS», «VK для Лидерры», «почему не Google Ads», «семантика для нашего CRM», «стратегия RU-каналов», «продвижение в России». НЕ для: generic-копирайтинга без проектного контекста (marketingskills #75), SaaS-метрик retention/NPS/churn (product-management #42), аудита ПДн в коде/схеме БД (pdn-152fz-audit #71), создания логотипов/иконок/визуала (A4: Universal Icons / Design plugin), брендбук/цвета/типографику (Brandbook — не skill).
+---
+
+# marketing-ru — маркетинг Лидерры на российском рынке
+
+Проектный скил раздела C1 карты «Маркетинг и рост». Охватывает **привлечение
+клиентов Лидерры** (top-of-funnel), специфику российских каналов для B2B SaaS
+и маркетинговые требования 152-ФЗ. Объект — собственный маркетинг Лидерры,
+не маркетинг клиентов-тенантов (они продают лиды, мы — SaaS над ними).
+
+## Когда использовать
+
+- Выбор каналов продвижения Лидерры (Директ, VK, Telegram, Метрика, Wordstat).
+- Оценка конверсии лендинга `лендинг/TZ_landing_v1_0.md` и предложения по улучшению.
+- Вопросы про согласия / opt-in при сборе email/телефона в lead-capture формах.
+- Расчёт CAC (стоимость привлечения клиента) и ROMI по RU-каналам.
+- Планирование Telegram-канала или VK-группы для B2B-аудитории.
+
+## 1. RU-каналы для B2B SaaS — плейбук
+
+### 1.1. Приоритеты каналов
+
+| Канал | Статус | Почему |
+|---|---|---|
+| Яндекс.Директ | **P0 — основной** | Прямой спрос «CRM для лидов», «управление лидами» — аудитория уже в покупательском намерении; CPL прогнозируем |
+| Яндекс.Метрика | **P0 — аналитика** | #78 Метрика MCP (read-only); цели, вебвизор, сегменты по UTM; RU-первичный счётчик |
+| Wordstat | **P0 — семантика** | #79 Wordstat-only (Direct-мутации намеренно отключены — IS9-вет); сбор семантики, оценка спроса |
+| Telegram | **P1 — контент/community** | B2B-аудитория активна; #80 Telegram MCP для авто-постинга; низкий порог входа |
+| VK | **P2 — ретаргетинг/узнаваемость** | Уступает Telegram по B2B-вовлечённости, но полезен для ретаргетинга визитёров лендинга |
+| Google Ads | **Deprioritized** | Заблокированы для RU-рекламодателей с марта 2022; в РФ недоступны |
+| Meta (FB/Instagram) | **Deprioritized** | Meta признана нежелательной организацией в РФ; юридические риски рекламы |
+| DataForSEO | **DEFERRED** | #82 — SEO-аналитика и позиции; отложен до Б-1 (нет домена на юр. лицо) |
+| Unisender | **DEFERRED** | #83 — email-рассылки; отложен до Б-1 (нужны реквизиты для договора + opt-in база) |
+
+### 1.2. Яндекс.Директ
+
+**Что хорошо:** Capture горячего спроса — ключевики «CRM для лидов», «управление
+сделками», «учёт лидов», «crm bp gr ru». Аудитория приходит с покупательским
+намерением, CR выше, чем в социальных сетях.
+
+**Рекомендации для Лидерры:**
+- Запустить РСЯ + Поиск параллельно; на старте — только Поиск для проверки CR.
+- УТП в объявлении: «50 лидов бесплатно», «Kanban + webhook + 2FA».
+- Семантику собирать через Wordstat (#79); ядро — `references/ru-channels.md §2`.
+- Обязательно подключить Метрику (#78) с целью «Регистрация» до запуска кампании.
+- Конверсионный путь: объявление → лендинг → CTA «Попробовать бесплатно» → регистрация.
+- Дневной бюджет на старте — минимальный для накопления статистики (≥100 кликов/нед).
+
+**CAC-расчёт:** CAC = расход на канал / число первых регистраций. Цель: CR лендинга ≥3%
+(KPI из `лендинг/TZ_landing_v1_0.md` §12); при CPC 50–150 руб → CAC 1 700–5 000 руб.
+Окупаемость — через `PricingTierResolver` (минимальный тариф ×3 мес).
+
+### 1.3. Яндекс.Метрика (#78)
+
+Инструмент аналитики, не рекламный. READ-ONLY через Метрика MCP (#78).
+
+Что настроить ДО запуска рекламы:
+- Счётчик на лендинге `liderra.ru` + SPA-трекинг (история браузера).
+- Цели: «Клик CTA», «Открытие формы регистрации», «Успешная регистрация» (server-side event).
+- UTM-разметка всех ссылок (utm_source / utm_medium / utm_campaign / utm_content).
+- Вебвизор — для диагностики поведения на лендинге, особенно scroll-depth.
+- Сегмент «отказы» (время на странице <15 сек) — триаж качества трафика.
+
+### 1.4. Wordstat (#79)
+
+Сбор семантики ПЕРЕД запуском Директа. Wordstat MCP — только чтение, Direct-мутации
+намеренно отключены (IS9-вет — риск неконтролируемых расходов на рекламном аккаунте).
+
+Ядро семантики для Лидерры:
+- Точный спрос: «CRM для лидов», «crm bp-gr», «управление лидами CRM», «учёт сделок онлайн».
+- Смежный: «CRM для продаж малый бизнес», «Kanban доска лиды», «обработка заявок CRM».
+- Исключить нецелевые: «бесплатная CRM» (наша модель pay-per-lead, не freemium навсегда).
+- Детальный список — `references/ru-channels.md §3`.
+
+### 1.5. Telegram (#80)
+
+Telegram MCP (#80) для авто-постинга в канал / бота. B2B-аудитория в Telegram активна —
+короткие посты про продукт, кейсы, tips-and-tricks.
+
+Стратегия контент-канала:
+- Тон: продукт + польза, без «купи-купи»; аудитория — руководители отделов продаж.
+- Контент: кейс «как подключить webhook за 5 мин», «чеклист запуска CRM», релизы.
+- Frequency: 2–3 поста/нед на старте; лучше меньше и качественнее.
+- CTA в каждом посте → ссылка с utm_source=telegram на лендинг.
+- Бот-поддержка: можно настроить через #80 для авто-ответа на FAQ.
+
+### 1.6. VK
+
+Полезен для ретаргетинга: пиксель VK на лендинге → аудитория «был на сайте, не
+зарегистрировался» → ретаргетинговая кампания. Прямые рекламные кампании в VK
+для B2B SaaS менее эффективны, чем Директ; приоритет — P2.
+
+## 2. Конверсия лендинга
+
+Исходный документ: `лендинг/TZ_landing_v1_0.md` (v1.1, ⏸ Б-1).
+
+### 2.1. Целевые KPI (из §12 ТЗ лендинга)
+
+| Метрика | Цель |
+|---|---|
+| CR (visit → register) | ≥ 3% |
+| Активированные аккаунты (≥1 webhook за 7 дней) | ≥ 30% |
+| Bounce rate | < 60% |
+| Среднее время на странице | ≥ 90 сек |
+
+### 2.2. Критические точки конверсии
+
+1. **Hero-блок** (§3.1 ТЗ) — Kanban-визуал как главный дифференциатор; CTA «Начать бесплатно — 50 лидов» должен быть выше fold.
+2. **Боли ЦА** (§2.2 ТЗ) — 7 болей × решение; каждая боль должна звучать словами ЦА, не нашими.
+3. **Блок «Тарифы»** (§3.8 ТЗ) — понятная структура; «50 лидов бесплатно» = снятие барьера «сколько стоит».
+4. **Форма регистрации** — минимально полей (email + пароль + телефон); каждое лишнее поле снижает CR ~10%.
+5. **Возражение «уже есть crm.bp-gr.ru»** (§2.3 ТЗ) — блок «Лиды остаются у вас, мы добавляем интерфейс».
+6. **Security-differentiator** (§3.7 ТЗ) — 2FA + аудит мутаций; важно для корпоративных клиентов.
+
+### 2.3. A/B-гипотезы для тестирования
+
+- CTA: «Начать бесплатно» vs «Попробовать 50 лидов бесплатно» → второй конкретнее.
+- Hero-подзаголовок: техническое (webhook/API) vs бизнесовое (знайте всё о каждом лиде).
+- Форма: полная на первом экране vs двухшаговая (email → далее детали).
+
+Измерять через Метрику (#78) + цели; минимальная выборка на A/B-вариант — 200 конверсий.
+
+## 3. Маркетинг и 152-ФЗ
+
+> Для технического аудита ПДн в коде (RLS, логи, маскирование) — используй
+> `pdn-152fz-audit #71`. Этот раздел — про правовую сторону маркетинговых
+> коммуникаций, не про код.
+
+### 3.1. Согласие при lead-capture
+
+По 152-ФЗ ст.9, для обработки ПДн и отправки маркетинговых сообщений нужно
+**явное информированное согласие**. «Галочка по умолчанию» — нарушение.
+
+Обязательно на форме регистрации / лид-капчере:
+- Незаполненный чекбокс «Согласен на обработку персональных данных» → ссылка на политику обработки.
+- Незаполненный чекбокс «Согласен на получение email-рассылки» (если планируем маркетинговые письма) — отдельный от первого, добровольный.
+- Текст политики обработки: перечень ПДн, цели, сроки хранения, право на отзыв.
+- Хранить факт согласия: `tenant_consents` таблица — timestamp + IP + текст чекбокса на момент согласия.
+
+### 3.2. Email-рассылки
+
+- Без явного opt-in (раздельный чекбокс) рассылка транзакционных писем допустима,
+  маркетинговых — нет. ФЗ «О рекламе» ст.18 + 152-ФЗ ст.9.
+- Каждое маркетинговое письмо должно содержать ссылку «Отписаться» (unsubscribe),
+  обрабатываемую без авторизации.
+- Сервис Unisender (#83) — отложен до Б-1; при запуске нужен договор оператора ПДн.
+
+### 3.3. SMS и мессенджеры
+
+- SMS-маркетинг: нужен отдельный opt-in + зарегистрированный sender-name.
+- Telegram-бот: первое сообщение от бота не требует согласия; подписка на
+  рассылку через `/start` или кнопку — явная, считается opt-in.
+- WhatsApp / Viber: юрисдикционные риски (Meta признана нежелательной); избегать
+  для маркетинговых кампаний.
+
+### 3.4. Форма «Связаться с продажником» (Enterprise)
+
+Лидогенерационная форма из ТЗ §3.9 (Биз-1). Требует:
+- Согласие на обработку ПДн (обязательно, незаполненный чекбокс).
+- Цель обработки: «связь для консультации» — зафиксировать в политике.
+- Срок хранения: рекомендуется ≤3 лет или до отзыва согласия.
+
+### 3.5. Cross-ref
+
+Техническая сторона (код форм, хранение в `tenant_consents`, pg_anonymizer для дампов,
+аудит утечек ПДн) → `pdn-152fz-audit #71`.
+
+## 4. Операционный роутинг задач
+
+| Задача | Инструмент | Примечание |
+|---|---|---|
+| Просмотр метрик лендинга, вебвизор, цели | **Метрика MCP #78** | READ-ONLY |
+| Сбор семантики, оценка спроса | **Wordstat MCP #79** | READ-ONLY; без Direct-мутаций |
+| Постинг в Telegram-канал / бот | **Telegram MCP #80** | авто-постинг + бот-ответы |
+| Кросс-постинг в несколько соцсетей | **Postiz #81** | scheduling + multi-channel |
+| SEO-аналитика, позиции по ключам | **DataForSEO #82** | DEFERRED (Б-1) |
+| Email-рассылки, шаблоны писем | **Unisender #83** | DEFERRED (Б-1); уже SMTP транзакционный |
+| Аудит ПДн в формах / коде | **pdn-152fz-audit #71** | технический аудит, не правовой |
+| Generic SEO-копирайтинг | **marketingskills #75** | без проектного контекста |
+| Метрики продукта / retention | **product-management #42** | SaaS-метрики, не маркетинг |
+
+## Границы
+
+- ≠ `marketingskills` #75 — тот generic-копирайтинг (заголовки, тексты по лучшим
+  практикам); marketing-ru про *RU-каналы и проектный контекст Лидерры*.
+- ≠ `product-management` #42 — тот про *SaaS-метрики* (retention, NPS, roadmap);
+  marketing-ru про *привлечение* (top-of-funnel).
+- ≠ `pdn-152fz-audit` #71 — тот про *технический аудит ПДн в коде и схеме*;
+  marketing-ru про *правовые требования к маркетинговым коммуникациям*.
+- ≠ A4 (Universal Icons #45 / Design plugin #46) — те про *визуальные активы*;
+  marketing-ru про *каналы и сообщения*.
+- ≠ Brandbook — он определяет *палитру/шрифты/стиль*; marketing-ru использует его,
+  но не заменяет.
+- ≠ `process-analysis` #53 — тот диагностирует *падение конверсии через код и данные*;
+  marketing-ru рекомендует *маркетинговые улучшения* по каналам и лендингу.
+
+## Связано
+
+- Лендинг: `лендинг/TZ_landing_v1_0.md` (v1.1, ⏸ Б-1) — источник истины по структуре и KPI.
+- Аналитика: Метрика MCP #78 (read-only), Wordstat MCP #79.
+- Соцсети: Telegram MCP #80, Postiz #81.
+- ПДн в маркетинге: `pdn-152fz-audit` #71 (технический слой), 152-ФЗ + ФЗ «О рекламе».
+- Детали по каналам: `references/ru-channels.md`.
@@ -0,0 +1,26 @@
+{
+  "skill_name": "marketing-ru",
+  "note": "Триггер-eval: should_trigger=true → должен вызваться marketing-ru; false → должен сработать другой инструмент (expected_skill). Особое внимание — near-miss к marketingskills (generic-копирайт), product-management (SaaS-метрики), pdn-152fz-audit (ПДн в коде), A4 (визуал).",
+  "evals": [
+    { "id": 1,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "подбери каналы продвижения Лидерры — откуда привлекать клиентов" },
+    { "id": 2,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "как настроить Яндекс.Директ под наш лендинг, с чего начать" },
+    { "id": 3,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "конверсия лендинга — что улучшить чтобы больше регистрировались" },
+    { "id": 4,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "можно ли слать email-рассылку нашим клиентам по 152-ФЗ, нужны ли согласия" },
+    { "id": 5,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "посоветуй ключевые слова для Wordstat под наш B2B SaaS" },
+    { "id": 6,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "стратегия VK + Telegram для продвижения Лидерры, что в каком канале" },
+    { "id": 7,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "сколько стоит привлечь одного клиента через Яндекс.Директ, как считать CAC" },
+    { "id": 8,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "нужно ли согласие на email-рассылку если клиент зарегистрировался через форму" },
+    { "id": 9,  "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "как продвигать Лидерру в Telegram, есть ли смысл делать канал" },
+    { "id": 10, "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "какую семантику собирать в Wordstat для нашего SaaS CRM лидов" },
+    { "id": 11, "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "почему Google Ads и Meta не подходят для нашего продвижения в России" },
+    { "id": 12, "should_trigger": true,  "expected_skill": "marketing-ru", "prompt": "проверь форму захвата лида на лендинге — соответствует ли она требованиям 152-ФЗ по согласию" },
+    { "id": 13, "should_trigger": false, "expected_skill": "marketingskills (generic copywriting)", "prompt": "напиши продающий заголовок для страницы B2B SaaS, используй лучшие практики копирайтинга" },
+    { "id": 14, "should_trigger": false, "expected_skill": "product-management", "prompt": "какой у нас retention клиентов за первый месяц, как его улучшить" },
+    { "id": 15, "should_trigger": false, "expected_skill": "product-management", "prompt": "проанализируй NPS нашего продукта и дай рекомендации по улучшению" },
+    { "id": 16, "should_trigger": false, "expected_skill": "pdn-152fz-audit", "prompt": "проверь код формы регистрации — не утекают ли ПДн в логи при сохранении email" },
+    { "id": 17, "should_trigger": false, "expected_skill": "pdn-152fz-audit", "prompt": "где в базе данных хранятся телефоны лидов и под какими RLS-политиками" },
+    { "id": 18, "should_trigger": false, "expected_skill": "A4 (Universal Icons / Design plugin)", "prompt": "создай логотип и иконки для посадочной страницы Лидерры" },
+    { "id": 19, "should_trigger": false, "expected_skill": "Brandbook (не skill)", "prompt": "какие цвета и шрифты использовать по брендбуку Лидерры v8 Forest" },
+    { "id": 20, "should_trigger": false, "expected_skill": "process-analysis", "prompt": "почему падает конверсия из регистрации в первый платёж, где теряем в воронке по коду" }
+  ]
+}
@@ -0,0 +1,214 @@
+# RU-каналы Лидерры — операционные заметки
+
+Проектно-специфические детали для каждого канала. Читать вместе с `SKILL.md §1`.
+Не учебник — только то, что нужно для старта и что специфично для Лидерры.
+
+---
+
+## 1. Яндекс.Директ
+
+### Структура кампаний (рекомендуемая на старте)
+
+```
+Аккаунт Лидерра
+├── Кампания: Поиск — горячий спрос
+│   ├── Группа: CRM для лидов (ключи с «crm», «лиды», «управление лидами»)
+│   ├── Группа: Конкуренты (ключи с «crm bp», «crm bp-gr»)
+│   └── Группа: Задача (ключи с «обработка заявок», «учёт сделок», «Kanban»)
+└── Кампания: РСЯ — ретаргетинг и look-alike
+    └── Группа: Ретаргетинг (был на лендинге, не зарегистрировался)
+```
+
+На старте **только Поиск** — максимальный сигнал о намерении, легче интерпретировать
+данные. РСЯ подключать после накопления ≥200 конверсий для обучения алгоритма.
+
+### Структура объявления
+
+- **Заголовок 1** (≤56 знаков): «CRM для лидов с Kanban и webhook» / «50 лидов бесплатно — CRM Лидерра»
+- **Заголовок 2** (≤30 знаков): «Попробуй бесплатно» / «2FA + аудит сделок»
+- **Текст** (≤81 знак): «Управляйте лидами от crm.bp-gr.ru. Kanban, webhook, REST API, 2FA. Старт — 50 лидов бесплатно.»
+- **Отображаемая ссылка**: liderra.ru/crm-dlya-lidov
+- **Быстрые ссылки**: Тарифы / Как работает / Безопасность / Связаться
+
+### Настройки таргетинга
+
+- Гео: РФ; на старте — МСК + СПб + города-миллионники (экономия бюджета при сопоставимом CR).
+- Временной таргетинг: рабочие дни 09:00–20:00 МСК (B2B, решения принимаются в рабочее время).
+- Устройства: десктоп приоритетно (корректировка ставки −30% на мобильных — B2B SaaS).
+- Исключить: «бесплатная crm», «crm скачать», «crm бесплатно навсегда» — не наша аудитория.
+
+### Ставки и бюджет
+
+- Модель: оплата за клики (CPC); цель — целевая CPA через авто-стратегию.
+- Запуск: ручные ставки 2–4 нед для накопления данных → переход на авто-стратегию «Оплата за конверсии».
+- Минимальный дневной бюджет для статистики: ~500–1000 руб/день.
+- Ориентир CPC для горячих ключей «CRM лиды»: 50–200 руб (зависит от конкуренции).
+
+### Отслеживание конверсий
+
+Обязательно до запуска:
+1. Метрика-счётчик на лендинге + цели (см. §2).
+2. Связать аккаунт Директа с Метрикой.
+3. Цель «Регистрация» (server-side событие через `php artisan` + Метрика API) — приоритет.
+4. Мicro-цели: «Скролл 50%», «Клик CTA», «Открытие формы» — для диагностики воронки.
+
+---
+
+## 2. Яндекс.Метрика (#78 read-only)
+
+### Минимальная конфигурация для лендинга
+
+```javascript
+// resources/js/app.js — подключение счётчика (SPA-режим)
+ym(XXXXXXXX, 'init', {
+  clickmap: true,
+  trackLinks: true,
+  accurateTrackBounce: true,
+  webvisor: true,
+  trackHash: true   // для SPA с history API
+});
+
+// При каждом route-change в Vue Router:
+router.afterEach((to) => {
+  ym(XXXXXXXX, 'hit', window.location.href);
+});
+```
+
+Номер счётчика (XXXXXXXX) — в `.env` как `VITE_METRIKA_ID`.
+
+### Цели (настраивать в интерфейсе Метрики)
+
+| Цель | Тип | Условие |
+|---|---|---|
+| CTA-клик | JavaScript | `ym(id, 'reachGoal', 'cta_click')` — добавить в компонент кнопки |
+| Открытие формы регистрации | JavaScript | `ym(id, 'reachGoal', 'form_open')` |
+| Успешная регистрация | JavaScript | `ym(id, 'reachGoal', 'registration')` — стрелять после `/api/register 200` |
+| Скролл 50% / 80% | Посещение страниц | через Scroll Depth в Метрике |
+
+### Сегменты для анализа
+
+- **Конвертировавшие**: выполнили цель «Регистрация» → смотреть источник, поведение.
+- **Отказники**: время <15 сек → смотреть устройство, источник, регион.
+- **Тепловая карта**: вебвизор → где скроллят, куда кликают, на чём останавливаются.
+
+---
+
+## 3. Wordstat (#79 — только чтение)
+
+### Семантическое ядро Лидерры
+
+**Горячий спрос (высокая конверсионность):**
+```
+crm для лидов
+crm bp-gr
+crm bp gr ru
+управление лидами crm
+учёт лидов онлайн
+обработка заявок crm
+```
+
+**Смежный спрос (теплый):**
+```
+crm для продаж малый бизнес
+kanban доска для продаж
+crm с webhook интеграцией
+crm с api интеграцией
+учёт сделок онлайн
+crm отдел продаж
+```
+
+**Информационный (контент-маркетинг):**
+```
+как настроить crm для лидов
+как работает pay per lead
+интеграция crm с амо
+webhook crm настройка
+```
+
+**Минус-слова (нецелевые запросы):**
+```
+-бесплатно навсегда
+-скачать
+-open source
+-1с
+-битрикс24 (если не делаем интеграцию)
+-excel (вместо crm)
+```
+
+### Порядок работы с Wordstat MCP (#79)
+
+1. Ввести маркер (например «crm лиды») → получить список фраз с частотой.
+2. Скачать фразы в xlsx/csv.
+3. Разбить на кластеры по намерению (транзакционный / информационный / конкурентный).
+4. Отфильтровать нецелевые (добавить в минус-слова Директа).
+5. **Не создавать кампании через MCP** — Wordstat-only (IS9-вет).
+
+---
+
+## 4. VK
+
+### Когда и зачем
+
+VK для Лидерры — не основной канал, но полезен для:
+- **Ретаргетинга**: пиксель на лендинге → «был на сайте → не зарегистрировался» → показ рекламы.
+- **Look-alike**: похожие на регистрировавшихся (нужна база ≥1000 пользователей).
+- **Контент-присутствие**: группа как «визитка» компании для SEO и доверия.
+
+### Минимальный сетап
+
+1. Создать группу «Лидерра — CRM для лидов».
+2. Установить пиксель VK на лендинг (через GTM или вручную в `app.blade.php`).
+3. Настроить ретаргетинговую аудиторию «Все посетители лендинга».
+4. Запустить ретаргетинговую кампанию с бюджетом ~300–500 руб/день.
+
+### Контент для группы (если ведём)
+
+- Частота: 1–2 поста/нед; тон — деловой, без «дорогой друг».
+- Форматы: короткий кейс + скриншот / чеклист / анонс фичи.
+- Ссылка в каждом посте: utm_source=vk&utm_medium=social&utm_campaign=organic.
+
+---
+
+## 5. Telegram (#80 Telegram MCP)
+
+### Стратегия канала
+
+**Цель канала**: удержание тёплой аудитории + виральность в B2B-нише.
+
+**Тип контента (соотношение 70/20/10):**
+- 70% — полезное: tips, чеклисты, howto (как настроить webhook, как читать Kanban).
+- 20% — продуктовое: новые фичи, обновления, behind-the-scenes разработки.
+- 10% — продающее: акции, CTA на регистрацию, истории клиентов (testimonials).
+
+**Форматы:**
+- Текст ≤600 знаков + 1 ссылка с UTM.
+- Изображение/GIF + короткий caption.
+- Опрос аудитории (для вовлечённости).
+
+### Telegram MCP (#80) для автоматизации
+
+```
+# Авто-постинг анонса новой фичи
+POST канал: @liderra_crm
+Текст: "Новое в Лидерре: {название_фичи}\n\n{описание}\n\nПопробовать: liderra.ru?utm_source=telegram&utm_medium=organic&utm_campaign=feature"
+```
+
+### Telegram-бот для лидогенерации
+
+- `/start` → приветствие + CTA «Попробовать 50 лидов бесплатно» → ссылка на лендинг.
+- `/help` → FAQ: что такое Лидерра, сколько стоит, как подключиться.
+- Подписка на рассылку через бота = явный opt-in (152-ФЗ соответствует).
+- Интеграция с Unisender (#83 DEFERRED) для email-follow-up после Telegram-подписки.
+
+---
+
+## Checklist «Готов к запуску рекламы»
+
+- [ ] Метрика-счётчик установлен, цель «Регистрация» проверена в тестовом режиме
+- [ ] UTM-шаблоны для всех каналов согласованы (таблица в этом файле выше)
+- [ ] Форма регистрации на лендинге: оба чекбокса согласий (ПДн + рассылка) — незаполненные
+- [ ] Политика обработки ПДн опубликована на `liderra.ru/privacy`
+- [ ] Директ-аккаунт создан, счётчик Метрики привязан
+- [ ] Семантическое ядро собрано через Wordstat, минус-слова загружены
+- [ ] Бюджет первого месяца определён и согласован (рекомендация: ≥15 000 руб на Поиск)
+- [ ] Telegram-канал создан, первые 3 поста готовы к публикации
@@ -0,0 +1,14 @@
+# Attribution — marketingskills
+
+| Field | Value |
+|---|---|
+| Upstream repository | <https://github.com/coreyhaines31/marketingskills> |
+| Pinned commit SHA | `0f39e12b76457c3463a7eba1d22c658de5886b8b` |
+| Original author | Corey Haines (coreyhaines31) |
+| License | MIT — see [`LICENSE`](./LICENSE) |
+| Date of vendoring | 2026-05-22 |
+
+**Vendored content:** `skills/` directory (41 skill subdirectories) + `LICENSE` file only.
+Excluded: `README.md`, `.github/`, `tools/`, `.claude-plugin/`, build/CI scripts, and all other top-level files.
+
+**Rationale:** Vendored per IS9 vet — `docs/security/marketing-vet.md` — for offline immunity to upstream changes / takedown.
@@ -0,0 +1,21 @@
+MIT License
+
+Copyright (c) 2025 Corey Haines
+
+Permission is hereby granted, free of charge, to any person obtaining a copy
+of this software and associated documentation files (the "Software"), to deal
+in the Software without restriction, including without limitation the rights
+to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
+copies of the Software, and to permit persons to whom the Software is
+furnished to do so, subject to the following conditions:
+
+The above copyright notice and this permission notice shall be included in all
+copies or substantial portions of the Software.
+
+THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
+IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
+FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
+AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
+LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
+OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
+SOFTWARE.
@@ -0,0 +1,353 @@
+---
+name: ab-testing
+description: When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics. For page-level conversion optimization, see cro.
+metadata:
+  version: 2.0.0
+---
+
+# A/B Test Setup
+
+You are an expert in experimentation and A/B testing. Your goal is to help design tests that produce statistically valid, actionable results.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before designing a test, understand:
+
+1. **Test Context** - What are you trying to improve? What change are you considering?
+2. **Current State** - Baseline conversion rate? Current traffic volume?
+3. **Constraints** - Technical complexity? Timeline? Tools available?
+
+---
+
+## Core Principles
+
+### 1. Start with a Hypothesis
+- Not just "let's see what happens"
+- Specific prediction of outcome
+- Based on reasoning or data
+
+### 2. Test One Thing
+- Single variable per test
+- Otherwise you don't know what worked
+
+### 3. Statistical Rigor
+- Pre-determine sample size
+- Don't peek and stop early
+- Commit to the methodology
+
+### 4. Measure What Matters
+- Primary metric tied to business value
+- Secondary metrics for context
+- Guardrail metrics to prevent harm
+
+---
+
+## Hypothesis Framework
+
+### Structure
+
+```
+Because [observation/data],
+we believe [change]
+will cause [expected outcome]
+for [audience].
+We'll know this is true when [metrics].
+```
+
+### Example
+
+**Weak**: "Changing the button color might increase clicks."
+
+**Strong**: "Because users report difficulty finding the CTA (per heatmaps and feedback), we believe making the button larger and using contrasting color will increase CTA clicks by 15%+ for new visitors. We'll measure click-through rate from page view to signup start."
+
+---
+
+## Test Types
+
+| Type | Description | Traffic Needed |
+|------|-------------|----------------|
+| A/B | Two versions, single change | Moderate |
+| A/B/n | Multiple variants | Higher |
+| MVT | Multiple changes in combinations | Very high |
+| Split URL | Different URLs for variants | Moderate |
+
+---
+
+## Sample Size
+
+### Quick Reference
+
+| Baseline | 10% Lift | 20% Lift | 50% Lift |
+|----------|----------|----------|----------|
+| 1% | 150k/variant | 39k/variant | 6k/variant |
+| 3% | 47k/variant | 12k/variant | 2k/variant |
+| 5% | 27k/variant | 7k/variant | 1.2k/variant |
+| 10% | 12k/variant | 3k/variant | 550/variant |
+
+**Calculators:**
+- [Evan Miller's](https://www.evanmiller.org/ab-testing/sample-size.html)
+- [Optimizely's](https://www.optimizely.com/sample-size-calculator/)
+
+**For detailed sample size tables and duration calculations**: See [references/sample-size-guide.md](references/sample-size-guide.md)
+
+---
+
+## Metrics Selection
+
+### Primary Metric
+- Single metric that matters most
+- Directly tied to hypothesis
+- What you'll use to call the test
+
+### Secondary Metrics
+- Support primary metric interpretation
+- Explain why/how the change worked
+
+### Guardrail Metrics
+- Things that shouldn't get worse
+- Stop test if significantly negative
+
+### Example: Pricing Page Test
+- **Primary**: Plan selection rate
+- **Secondary**: Time on page, plan distribution
+- **Guardrail**: Support tickets, refund rate
+
+---
+
+## Designing Variants
+
+### What to Vary
+
+| Category | Examples |
+|----------|----------|
+| Headlines/Copy | Message angle, value prop, specificity, tone |
+| Visual Design | Layout, color, images, hierarchy |
+| CTA | Button copy, size, placement, number |
+| Content | Information included, order, amount, social proof |
+
+### Best Practices
+- Single, meaningful change
+- Bold enough to make a difference
+- True to the hypothesis
+
+---
+
+## Traffic Allocation
+
+| Approach | Split | When to Use |
+|----------|-------|-------------|
+| Standard | 50/50 | Default for A/B |
+| Conservative | 90/10, 80/20 | Limit risk of bad variant |
+| Ramping | Start small, increase | Technical risk mitigation |
+
+**Considerations:**
+- Consistency: Users see same variant on return
+- Balanced exposure across time of day/week
+
+---
+
+## Implementation
+
+### Client-Side
+- JavaScript modifies page after load
+- Quick to implement, can cause flicker
+- Tools: PostHog, Optimizely, VWO
+
+### Server-Side
+- Variant determined before render
+- No flicker, requires dev work
+- Tools: PostHog, LaunchDarkly, Split
+
+---
+
+## Running the Test
+
+### Pre-Launch Checklist
+- [ ] Hypothesis documented
+- [ ] Primary metric defined
+- [ ] Sample size calculated
+- [ ] Variants implemented correctly
+- [ ] Tracking verified
+- [ ] QA completed on all variants
+
+### During the Test
+
+**DO:**
+- Monitor for technical issues
+- Check segment quality
+- Document external factors
+
+**Avoid:**
+- Peek at results and stop early
+- Make changes to variants
+- Add traffic from new sources
+
+### The Peeking Problem
+Looking at results before reaching sample size and stopping early leads to false positives and wrong decisions. Pre-commit to sample size and trust the process.
+
+---
+
+## Analyzing Results
+
+### Statistical Significance
+- 95% confidence = p-value < 0.05
+- Means <5% chance result is random
+- Not a guarantee—just a threshold
+
+### Analysis Checklist
+
+1. **Reach sample size?** If not, result is preliminary
+2. **Statistically significant?** Check confidence intervals
+3. **Effect size meaningful?** Compare to MDE, project impact
+4. **Secondary metrics consistent?** Support the primary?
+5. **Guardrail concerns?** Anything get worse?
+6. **Segment differences?** Mobile vs. desktop? New vs. returning?
+
+### Interpreting Results
+
+| Result | Conclusion |
+|--------|------------|
+| Significant winner | Implement variant |
+| Significant loser | Keep control, learn why |
+| No significant difference | Need more traffic or bolder test |
+| Mixed signals | Dig deeper, maybe segment |
+
+---
+
+## Documentation
+
+Document every test with:
+- Hypothesis
+- Variants (with screenshots)
+- Results (sample, metrics, significance)
+- Decision and learnings
+
+**For templates**: See [references/test-templates.md](references/test-templates.md)
+
+---
+
+## Growth Experimentation Program
+
+Individual tests are valuable. A continuous experimentation program is a compounding asset. This section covers how to run experiments as an ongoing growth engine, not just one-off tests.
+
+### The Experiment Loop
+
+```
+1. Generate hypotheses (from data, research, competitors, customer feedback)
+2. Prioritize with ICE scoring
+3. Design and run the test
+4. Analyze results with statistical rigor
+5. Promote winners to a playbook
+6. Generate new hypotheses from learnings
+→ Repeat
+```
+
+### Hypothesis Generation
+
+Feed your experiment backlog from multiple sources:
+
+| Source | What to Look For |
+|--------|-----------------|
+| Analytics | Drop-off points, low-converting pages, underperforming segments |
+| Customer research | Pain points, confusion, unmet expectations |
+| Competitor analysis | Features, messaging, or UX patterns they use that you don't |
+| Support tickets | Recurring questions or complaints about conversion flows |
+| Heatmaps/recordings | Where users hesitate, rage-click, or abandon |
+| Past experiments | "Significant loser" tests often reveal new angles to try |
+
+### ICE Prioritization
+
+Score each hypothesis 1-10 on three dimensions:
+
+| Dimension | Question |
+|-----------|----------|
+| **Impact** | If this works, how much will it move the primary metric? |
+| **Confidence** | How sure are we this will work? (Based on data, not gut.) |
+| **Ease** | How fast and cheap can we ship and measure this? |
+
+**ICE Score** = (Impact + Confidence + Ease) / 3
+
+Run highest-scoring experiments first. Re-score monthly as context changes.
+
+### Experiment Velocity
+
+Track your experimentation rate as a leading indicator of growth:
+
+| Metric | Target |
+|--------|--------|
+| Experiments launched per month | 4-8 for most teams |
+| Win rate | 20-30% is common for mature programs (sustained higher rates may indicate conservative hypotheses) |
+| Average test duration | 2-4 weeks |
+| Backlog depth | 20+ hypotheses queued |
+| Cumulative lift | Compound gains from all winners |
+
+### The Experiment Playbook
+
+When a test wins, don't just implement it — document the pattern:
+
+```
+## [Experiment Name]
+**Date**: [date]
+**Hypothesis**: [the hypothesis]
+**Sample size**: [n per variant]
+**Result**: [winner/loser/inconclusive] — [primary metric] changed by [X%] (95% CI: [range], p=[value])
+**Guardrails**: [any guardrail metrics and their outcomes]
+**Segment deltas**: [notable differences by device, segment, or cohort]
+**Why it worked/failed**: [analysis]
+**Pattern**: [the reusable insight — e.g., "social proof near pricing CTAs increases plan selection"]
+**Apply to**: [other pages/flows where this pattern might work]
+**Status**: [implemented / parked / needs follow-up test]
+```
+
+Over time, your playbook becomes a library of proven growth patterns specific to your product and audience.
+
+### Experiment Cadence
+
+**Weekly (30 min)**: Review running experiments for technical issues and guardrail metrics. Don't call winners early — but do stop tests where guardrails are significantly negative.
+
+**Bi-weekly**: Conclude completed experiments. Analyze results, update playbook, launch next experiment from backlog.
+
+**Monthly (1 hour)**: Review experiment velocity, win rate, cumulative lift. Replenish hypothesis backlog. Re-prioritize with ICE.
+
+**Quarterly**: Audit the playbook. Which patterns have been applied broadly? Which winning patterns haven't been scaled yet? What areas of the funnel are under-tested?
+
+---
+
+## Common Mistakes
+
+### Test Design
+- Testing too small a change (undetectable)
+- Testing too many things (can't isolate)
+- No clear hypothesis
+
+### Execution
+- Stopping early
+- Changing things mid-test
+- Not checking implementation
+
+### Analysis
+- Ignoring confidence intervals
+- Cherry-picking segments
+- Over-interpreting inconclusive results
+
+---
+
+## Task-Specific Questions
+
+1. What's your current conversion rate?
+2. How much traffic does this page get?
+3. What change are you considering and why?
+4. What's the smallest improvement worth detecting?
+5. What tools do you have for testing?
+6. Have you tested this area before?
+
+---
+
+## Related Skills
+
+- **cro**: For generating test ideas based on CRO principles
+- **analytics**: For setting up test measurement
+- **copywriting**: For creating variant copy
@@ -0,0 +1,105 @@
+{
+  "skill_name": "ab-testing",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "I want to A/B test our homepage headline. We currently say 'The All-in-One Project Management Tool' and want to test something benefit-focused. We get about 15,000 visitors/month and our current signup rate is 3.2%.",
+      "expected_output": "Should check for product-marketing.md first. Should build a proper hypothesis using the framework: 'Because [observation], we believe [change] will cause [outcome], which we'll measure by [metric].' Should identify this as an A/B test (two variants). Should calculate or reference sample size needs based on 15,000 monthly visitors and 3.2% baseline. Should define primary metric (signup rate), secondary metrics, and guardrail metrics. Should warn about the peeking problem and recommend a fixed test duration. Should provide the test plan in the structured output format.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Uses the hypothesis framework with observation, belief, outcome, and metric",
+        "Identifies as A/B test type",
+        "Addresses sample size calculation based on traffic and baseline rate",
+        "Defines primary metric (signup rate)",
+        "Defines secondary and guardrail metrics",
+        "Warns about the peeking problem",
+        "Provides structured test plan output"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "we want to test like 4 different CTA button colors on our pricing page. is that a good idea?",
+      "expected_output": "Should trigger on casual phrasing. Should identify this as an A/B/n test (multiple variants). Should caution that testing 4 variants requires significantly more traffic than a simple A/B test. Should reference the sample size quick reference showing traffic multipliers for multiple variants. Should question whether button color alone is likely to produce meaningful lift vs testing CTA copy, placement, or surrounding context. Should recommend either reducing to 2 variants or ensuring sufficient traffic. Should still provide hypothesis framework and test setup if proceeding.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Identifies as A/B/n test (multiple variants)",
+        "Cautions about increased traffic needs for 4 variants",
+        "References sample size requirements",
+        "Questions whether button color alone is high-impact",
+        "Suggests alternative higher-impact elements to test",
+        "Provides hypothesis framework"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Our test has been running for 3 days and Variant B is winning with 95% confidence. Should we call it?",
+      "expected_output": "Should immediately address the peeking problem. Should explain that checking results early inflates false positive rates. Should recommend running for the full pre-calculated duration regardless of early results. Should explain why early significance can be misleading (regression to the mean, day-of-week effects, audience mix shifts). Should provide guidance on when it IS appropriate to stop early (sequential testing methods). Should recommend the pre-test commitment to duration.",
+      "assertions": [
+        "Addresses the peeking problem directly",
+        "Explains why early significance is misleading",
+        "Recommends running for full pre-calculated duration",
+        "Mentions day-of-week effects or audience mix shifts",
+        "Explains false positive rate inflation from peeking",
+        "Mentions sequential testing as alternative approach"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Help me set up a multivariate test on our landing page. I want to test the headline, hero image, and CTA button simultaneously.",
+      "expected_output": "Should identify this as a Multivariate Test (MVT). Should explain that MVT tests combinations of elements and requires much more traffic than A/B tests. Should calculate or reference traffic needs (combinations multiply: e.g., 2 headlines × 2 images × 2 CTAs = 8 combinations). Should recommend MVT only if traffic supports it, otherwise suggest sequential A/B tests. Should build hypotheses for each element being tested. Should define interaction effects to watch for. Should provide structured test plan.",
+      "assertions": [
+        "Identifies as multivariate test (MVT)",
+        "Explains MVT tests combinations of elements",
+        "Addresses dramatically higher traffic requirements",
+        "Calculates number of combinations",
+        "Suggests sequential A/B tests as alternative if traffic insufficient",
+        "Builds hypotheses for each element",
+        "Provides structured test plan"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "What metrics should I track for an A/B test on our trial signup page? We're testing a longer form (adds company size and role fields) against the current short form.",
+      "expected_output": "Should apply the metrics selection framework with three tiers: primary, secondary, and guardrail metrics. Primary: form completion rate (the direct conversion metric). Secondary: lead quality metrics (SQL conversion rate, activation rate post-signup). Guardrail: overall signup volume (ensure longer form doesn't tank total signups below acceptable threshold). Should explain the tradeoff between conversion quantity and lead quality. Should note that this test needs longer observation window to measure downstream metrics.",
+      "assertions": [
+        "Applies three-tier metric framework (primary, secondary, guardrail)",
+        "Identifies form completion rate as primary metric",
+        "Identifies lead quality as secondary metric",
+        "Defines guardrail metrics to protect against negative outcomes",
+        "Explains quantity vs quality tradeoff",
+        "Notes need for longer observation window for downstream metrics"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Can you help me write copy for our new landing page? We want to test it against the current version.",
+      "expected_output": "Should recognize this is primarily a copywriting task, not a test setup task. Should defer to or cross-reference the copywriting skill for writing the actual copy. May help frame the test hypothesis and setup, but should make clear that copywriting is the right skill for creating the page copy itself.",
+      "assertions": [
+        "Recognizes this as primarily a copywriting task",
+        "References or defers to copywriting skill",
+        "Does not attempt to write full page copy using test setup patterns",
+        "May offer to help with test hypothesis and setup"
+      ],
+      "files": []
+    },
+    {
+      "id": 7,
+      "prompt": "We ran an A/B test on our pricing page for 4 weeks. Control: 2.1% conversion. Variant: 2.4% conversion. 12,000 visitors per variant. Is this statistically significant? Should we ship it?",
+      "expected_output": "Should evaluate the results against statistical significance criteria. Should calculate or estimate whether the sample size is sufficient to detect a 0.3 percentage point lift from a 2.1% baseline (this is a ~14% relative lift). Should reference the 95% confidence threshold. Should discuss practical significance vs statistical significance. Should recommend whether to ship, continue testing, or iterate. Should consider segment analysis if results are borderline.",
+      "assertions": [
+        "Evaluates against statistical significance criteria",
+        "Addresses whether sample size is sufficient for this effect size",
+        "References 95% confidence threshold",
+        "Distinguishes statistical significance from practical significance",
+        "Provides clear recommendation on shipping",
+        "Suggests segment analysis or follow-up if borderline"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,263 @@
+# Sample Size Guide
+
+Reference for calculating sample sizes and test duration.
+
+## Contents
+- Sample Size Fundamentals (required inputs, what these mean)
+- Sample Size Quick Reference Tables
+- Duration Calculator (formula, examples, minimum duration rules, maximum duration guidelines)
+- Online Calculators
+- Adjusting for Multiple Variants
+- Common Sample Size Mistakes
+- When Sample Size Requirements Are Too High
+- Sequential Testing
+- Quick Decision Framework
+
+## Sample Size Fundamentals
+
+### Required Inputs
+
+1. **Baseline conversion rate**: Your current rate
+2. **Minimum detectable effect (MDE)**: Smallest change worth detecting
+3. **Statistical significance level**: Usually 95% (α = 0.05)
+4. **Statistical power**: Usually 80% (β = 0.20)
+
+### What These Mean
+
+**Baseline conversion rate**: If your page converts at 5%, that's your baseline.
+
+**MDE (Minimum Detectable Effect)**: The smallest improvement you care about detecting. Set this based on:
+- Business impact (is a 5% lift meaningful?)
+- Implementation cost (worth the effort?)
+- Realistic expectations (what have past tests shown?)
+
+**Statistical significance (95%)**: Means there's less than 5% chance the observed difference is due to random chance.
+
+**Statistical power (80%)**: Means if there's a real effect of size MDE, you have 80% chance of detecting it.
+
+---
+
+## Sample Size Quick Reference Tables
+
+### Conversion Rate: 1%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (1% → 1.05%) | 1,500,000 | 3,000,000 |
+| 10% (1% → 1.1%) | 380,000 | 760,000 |
+| 20% (1% → 1.2%) | 97,000 | 194,000 |
+| 50% (1% → 1.5%) | 16,000 | 32,000 |
+| 100% (1% → 2%) | 4,200 | 8,400 |
+
+### Conversion Rate: 3%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (3% → 3.15%) | 480,000 | 960,000 |
+| 10% (3% → 3.3%) | 120,000 | 240,000 |
+| 20% (3% → 3.6%) | 31,000 | 62,000 |
+| 50% (3% → 4.5%) | 5,200 | 10,400 |
+| 100% (3% → 6%) | 1,400 | 2,800 |
+
+### Conversion Rate: 5%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (5% → 5.25%) | 280,000 | 560,000 |
+| 10% (5% → 5.5%) | 72,000 | 144,000 |
+| 20% (5% → 6%) | 18,000 | 36,000 |
+| 50% (5% → 7.5%) | 3,100 | 6,200 |
+| 100% (5% → 10%) | 810 | 1,620 |
+
+### Conversion Rate: 10%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (10% → 10.5%) | 130,000 | 260,000 |
+| 10% (10% → 11%) | 34,000 | 68,000 |
+| 20% (10% → 12%) | 8,700 | 17,400 |
+| 50% (10% → 15%) | 1,500 | 3,000 |
+| 100% (10% → 20%) | 400 | 800 |
+
+### Conversion Rate: 20%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (20% → 21%) | 60,000 | 120,000 |
+| 10% (20% → 22%) | 16,000 | 32,000 |
+| 20% (20% → 24%) | 4,000 | 8,000 |
+| 50% (20% → 30%) | 700 | 1,400 |
+| 100% (20% → 40%) | 200 | 400 |
+
+---
+
+## Duration Calculator
+
+### Formula
+
+```
+Duration (days) = (Sample per variant × Number of variants) / (Daily traffic × % exposed)
+```
+
+### Examples
+
+**Scenario 1: High-traffic page**
+- Need: 10,000 per variant (2 variants = 20,000 total)
+- Daily traffic: 5,000 visitors
+- 100% exposed to test
+- Duration: 20,000 / 5,000 = **4 days**
+
+**Scenario 2: Medium-traffic page**
+- Need: 30,000 per variant (60,000 total)
+- Daily traffic: 2,000 visitors
+- 100% exposed
+- Duration: 60,000 / 2,000 = **30 days**
+
+**Scenario 3: Low-traffic with partial exposure**
+- Need: 15,000 per variant (30,000 total)
+- Daily traffic: 500 visitors
+- 50% exposed to test
+- Effective daily: 250
+- Duration: 30,000 / 250 = **120 days** (too long!)
+
+### Minimum Duration Rules
+
+Even with sufficient sample size, run tests for at least:
+- **1 full week**: To capture day-of-week variation
+- **2 business cycles**: If B2B (weekday vs. weekend patterns)
+- **Through paydays**: If e-commerce (beginning/end of month)
+
+### Maximum Duration Guidelines
+
+Avoid running tests longer than 4-8 weeks:
+- Novelty effects wear off
+- External factors intervene
+- Opportunity cost of other tests
+
+---
+
+## Online Calculators
+
+### Recommended Tools
+
+**Evan Miller's Calculator**
+https://www.evanmiller.org/ab-testing/sample-size.html
+- Simple interface
+- Bookmark-worthy
+
+**Optimizely's Calculator**
+https://www.optimizely.com/sample-size-calculator/
+- Business-friendly language
+- Duration estimates
+
+**AB Test Guide Calculator**
+https://www.abtestguide.com/calc/
+- Includes Bayesian option
+- Multiple test types
+
+**VWO Duration Calculator**
+https://vwo.com/tools/ab-test-duration-calculator/
+- Duration-focused
+- Good for planning
+
+---
+
+## Adjusting for Multiple Variants
+
+With more than 2 variants (A/B/n tests), you need more sample:
+
+| Variants | Multiplier |
+|----------|------------|
+| 2 (A/B) | 1x |
+| 3 (A/B/C) | ~1.5x |
+| 4 (A/B/C/D) | ~2x |
+| 5+ | Consider reducing variants |
+
+**Why?** More comparisons increase chance of false positives. You're comparing:
+- A vs B
+- A vs C
+- B vs C (sometimes)
+
+Apply Bonferroni correction or use tools that handle this automatically.
+
+---
+
+## Common Sample Size Mistakes
+
+### 1. Underpowered tests
+**Problem**: Not enough sample to detect realistic effects
+**Fix**: Be realistic about MDE, get more traffic, or don't test
+
+### 2. Overpowered tests
+**Problem**: Waiting for sample size when you already have significance
+**Fix**: This is actually fine—you committed to sample size, honor it
+
+### 3. Wrong baseline rate
+**Problem**: Using wrong conversion rate for calculation
+**Fix**: Use the specific metric and page, not site-wide averages
+
+### 4. Ignoring segments
+**Problem**: Calculating for full traffic, then analyzing segments
+**Fix**: If you plan segment analysis, calculate sample for smallest segment
+
+### 5. Testing too many things
+**Problem**: Dividing traffic too many ways
+**Fix**: Prioritize ruthlessly, run fewer concurrent tests
+
+---
+
+## When Sample Size Requirements Are Too High
+
+Options when you can't get enough traffic:
+
+1. **Increase MDE**: Accept only detecting larger effects (20%+ lift)
+2. **Lower confidence**: Use 90% instead of 95% (risky, document it)
+3. **Reduce variants**: Test only the most promising variant
+4. **Combine traffic**: Test across multiple similar pages
+5. **Test upstream**: Test earlier in funnel where traffic is higher
+6. **Don't test**: Make decision based on qualitative data instead
+7. **Longer test**: Accept longer duration (weeks/months)
+
+---
+
+## Sequential Testing
+
+If you must check results before reaching sample size:
+
+### What is it?
+Statistical method that adjusts for multiple looks at data.
+
+### When to use
+- High-risk changes
+- Need to stop bad variants early
+- Time-sensitive decisions
+
+### Tools that support it
+- Optimizely (Stats Accelerator)
+- VWO (SmartStats)
+- PostHog (Bayesian approach)
+
+### Tradeoff
+- More flexibility to stop early
+- Slightly larger sample size requirement
+- More complex analysis
+
+---
+
+## Quick Decision Framework
+
+### Can I run this test?
+
+```
+Daily traffic to page: _____
+Baseline conversion rate: _____
+MDE I care about: _____
+
+Sample needed per variant: _____ (from tables above)
+Days to run: Sample / Daily traffic = _____
+
+If days > 60: Consider alternatives
+If days > 30: Acceptable for high-impact tests
+If days < 14: Likely feasible
+If days < 7: Easy to run, consider running longer anyway
+```
@@ -0,0 +1,277 @@
+# A/B Test Templates Reference
+
+Templates for planning, documenting, and analyzing experiments.
+
+## Contents
+- Test Plan Template
+- Results Documentation Template
+- Test Repository Entry Template
+- Quick Test Brief Template
+- Stakeholder Update Template
+- Experiment Prioritization Scorecard
+- Hypothesis Bank Template
+
+## Test Plan Template
+
+```markdown
+# A/B Test: [Name]
+
+## Overview
+- **Owner**: [Name]
+- **Test ID**: [ID in testing tool]
+- **Page/Feature**: [What's being tested]
+- **Planned dates**: [Start] - [End]
+
+## Hypothesis
+
+Because [observation/data],
+we believe [change]
+will cause [expected outcome]
+for [audience].
+We'll know this is true when [metrics].
+
+## Test Design
+
+| Element | Details |
+|---------|---------|
+| Test type | A/B / A/B/n / MVT |
+| Duration | X weeks |
+| Sample size | X per variant |
+| Traffic allocation | 50/50 |
+| Tool | [Tool name] |
+| Implementation | Client-side / Server-side |
+
+## Variants
+
+### Control (A)
+[Screenshot]
+- Current experience
+- [Key details about current state]
+
+### Variant (B)
+[Screenshot or mockup]
+- [Specific change #1]
+- [Specific change #2]
+- Rationale: [Why we think this will win]
+
+## Metrics
+
+### Primary
+- **Metric**: [metric name]
+- **Definition**: [how it's calculated]
+- **Current baseline**: [X%]
+- **Minimum detectable effect**: [X%]
+
+### Secondary
+- [Metric 1]: [what it tells us]
+- [Metric 2]: [what it tells us]
+- [Metric 3]: [what it tells us]
+
+### Guardrails
+- [Metric that shouldn't get worse]
+- [Another safety metric]
+
+## Segment Analysis Plan
+- Mobile vs. desktop
+- New vs. returning visitors
+- Traffic source
+- [Other relevant segments]
+
+## Success Criteria
+- Winner: [Primary metric improves by X% with 95% confidence]
+- Loser: [Primary metric decreases significantly]
+- Inconclusive: [What we'll do if no significant result]
+
+## Pre-Launch Checklist
+- [ ] Hypothesis documented and reviewed
+- [ ] Primary metric defined and trackable
+- [ ] Sample size calculated
+- [ ] Test duration estimated
+- [ ] Variants implemented correctly
+- [ ] Tracking verified in all variants
+- [ ] QA completed on all variants
+- [ ] Stakeholders informed
+- [ ] Calendar hold for analysis date
+```
+
+---
+
+## Results Documentation Template
+
+```markdown
+# A/B Test Results: [Name]
+
+## Summary
+| Element | Value |
+|---------|-------|
+| Test ID | [ID] |
+| Dates | [Start] - [End] |
+| Duration | X days |
+| Result | Winner / Loser / Inconclusive |
+| Decision | [What we're doing] |
+
+## Hypothesis (Reminder)
+[Copy from test plan]
+
+## Results
+
+### Sample Size
+| Variant | Target | Actual | % of target |
+|---------|--------|--------|-------------|
+| Control | X | Y | Z% |
+| Variant | X | Y | Z% |
+
+### Primary Metric: [Metric Name]
+| Variant | Value | 95% CI | vs. Control |
+|---------|-------|--------|-------------|
+| Control | X% | [X%, Y%] | — |
+| Variant | X% | [X%, Y%] | +X% |
+
+**Statistical significance**: p = X.XX (95% = sig / not sig)
+**Practical significance**: [Is this lift meaningful for the business?]
+
+### Secondary Metrics
+
+| Metric | Control | Variant | Change | Significant? |
+|--------|---------|---------|--------|--------------|
+| [Metric 1] | X | Y | +Z% | Yes/No |
+| [Metric 2] | X | Y | +Z% | Yes/No |
+
+### Guardrail Metrics
+
+| Metric | Control | Variant | Change | Concern? |
+|--------|---------|---------|--------|----------|
+| [Metric 1] | X | Y | +Z% | Yes/No |
+
+### Segment Analysis
+
+**Mobile vs. Desktop**
+| Segment | Control | Variant | Lift |
+|---------|---------|---------|------|
+| Mobile | X% | Y% | +Z% |
+| Desktop | X% | Y% | +Z% |
+
+**New vs. Returning**
+| Segment | Control | Variant | Lift |
+|---------|---------|---------|------|
+| New | X% | Y% | +Z% |
+| Returning | X% | Y% | +Z% |
+
+## Interpretation
+
+### What happened?
+[Explanation of results in plain language]
+
+### Why do we think this happened?
+[Analysis and reasoning]
+
+### Caveats
+[Any limitations, external factors, or concerns]
+
+## Decision
+
+**Winner**: [Control / Variant]
+
+**Action**: [Implement variant / Keep control / Re-test]
+
+**Timeline**: [When changes will be implemented]
+
+## Learnings
+
+### What we learned
+- [Key insight 1]
+- [Key insight 2]
+
+### What to test next
+- [Follow-up test idea 1]
+- [Follow-up test idea 2]
+
+### Impact
+- **Projected lift**: [X% improvement in Y metric]
+- **Business impact**: [Revenue, conversions, etc.]
+```
+
+---
+
+## Test Repository Entry Template
+
+For tracking all tests in a central location:
+
+```markdown
+| Test ID | Name | Page | Dates | Primary Metric | Result | Lift | Link |
+|---------|------|------|-------|----------------|--------|------|------|
+| 001 | Hero headline test | Homepage | 1/1-1/15 | CTR | Winner | +12% | [Link] |
+| 002 | Pricing table layout | Pricing | 1/10-1/31 | Plan selection | Loser | -5% | [Link] |
+| 003 | Signup form fields | Signup | 2/1-2/14 | Completion | Inconclusive | +2% | [Link] |
+```
+
+---
+
+## Quick Test Brief Template
+
+For simple tests that don't need full documentation:
+
+```markdown
+## [Test Name]
+
+**What**: [One sentence description]
+**Why**: [One sentence hypothesis]
+**Metric**: [Primary metric]
+**Duration**: [X weeks]
+**Result**: [TBD / Winner / Loser / Inconclusive]
+**Learnings**: [Key takeaway]
+```
+
+---
+
+## Stakeholder Update Template
+
+```markdown
+## A/B Test Update: [Name]
+
+**Status**: Running / Complete
+**Days remaining**: X (or complete)
+**Current sample**: X% of target
+
+### Preliminary observations
+[What we're seeing - without making decisions yet]
+
+### Next steps
+[What happens next]
+
+### Timeline
+- [Date]: Analysis complete
+- [Date]: Decision and recommendation
+- [Date]: Implementation (if winner)
+```
+
+---
+
+## Experiment Prioritization Scorecard
+
+For deciding which tests to run:
+
+| Factor | Weight | Test A | Test B | Test C |
+|--------|--------|--------|--------|--------|
+| Potential impact | 30% | | | |
+| Confidence in hypothesis | 25% | | | |
+| Ease of implementation | 20% | | | |
+| Risk if wrong | 15% | | | |
+| Strategic alignment | 10% | | | |
+| **Total** | | | | |
+
+Scoring: 1-5 (5 = best)
+
+---
+
+## Hypothesis Bank Template
+
+For collecting test ideas:
+
+```markdown
+| ID | Page/Area | Observation | Hypothesis | Potential Impact | Status |
+|----|-----------|-------------|------------|------------------|--------|
+| H1 | Homepage | Low scroll depth | Shorter hero will increase scroll | High | Testing |
+| H2 | Pricing | Users compare plans | Comparison table will help | Medium | Backlog |
+| H3 | Signup | Drop-off at email | Social login will increase completion | Medium | Backlog |
+```
@@ -0,0 +1,362 @@
+---
+name: ad-creative
+description: "When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting."
+metadata:
+  version: 2.0.0
+---
+
+# Ad Creative
+
+You are an expert performance creative strategist. Your goal is to generate high-performing ad creative at scale — headlines, descriptions, and primary text that drive clicks and conversions — and iterate based on real performance data.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Platform & Format
+- What platform? (Google Ads, Meta, LinkedIn, TikTok, Twitter/X)
+- What ad format? (Search RSAs, display, social feed, stories, video)
+- Are there existing ads to iterate on, or starting from scratch?
+
+### 2. Product & Offer
+- What are you promoting? (Product, feature, free trial, demo, lead magnet)
+- What's the core value proposition?
+- What makes this different from competitors?
+
+### 3. Audience & Intent
+- Who is the target audience?
+- What stage of awareness? (Problem-aware, solution-aware, product-aware)
+- What pain points or desires drive them?
+
+### 4. Performance Data (if iterating)
+- What creative is currently running?
+- Which headlines/descriptions are performing best? (CTR, conversion rate, ROAS)
+- Which are underperforming?
+- What angles or themes have been tested?
+
+### 5. Constraints
+- Brand voice guidelines or words to avoid?
+- Compliance requirements? (Industry regulations, platform policies)
+- Any mandatory elements? (Brand name, trademark symbols, disclaimers)
+
+---
+
+## How This Skill Works
+
+This skill supports two modes:
+
+### Mode 1: Generate from Scratch
+When starting fresh, you generate a full set of ad creative based on product context, audience insights, and platform best practices.
+
+### Mode 2: Iterate from Performance Data
+When the user provides performance data (CSV, paste, or API output), you analyze what's working, identify patterns in top performers, and generate new variations that build on winning themes while exploring new angles.
+
+The core loop:
+
+```
+Pull performance data → Identify winning patterns → Generate new variations → Validate specs → Deliver
+```
+
+---
+
+## Platform Specs
+
+Platforms reject or truncate creative that exceeds these limits, so verify every piece of copy fits before delivering.
+
+### Google Ads (Responsive Search Ads)
+
+| Element | Limit | Quantity |
+|---------|-------|----------|
+| Headline | 30 characters | Up to 15 |
+| Description | 90 characters | Up to 4 |
+| Display URL path | 15 characters each | 2 paths |
+
+**RSA rules:**
+- Headlines must make sense independently and in any combination
+- Pin headlines to positions only when necessary (reduces optimization)
+- Include at least one keyword-focused headline
+- Include at least one benefit-focused headline
+- Include at least one CTA headline
+
+### Meta Ads (Facebook/Instagram)
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Primary text | 125 chars visible (up to 2,200) | Front-load the hook |
+| Headline | 40 characters recommended | Below the image |
+| Description | 30 characters recommended | Below headline |
+| URL display link | 40 characters | Optional |
+
+### LinkedIn Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Intro text | 150 chars recommended (600 max) | Above the image |
+| Headline | 70 chars recommended (200 max) | Below the image |
+| Description | 100 chars recommended (300 max) | Appears in some placements |
+
+### TikTok Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Ad text | 80 chars recommended (100 max) | Above the video |
+| Display name | 40 characters | Brand name |
+
+### Twitter/X Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Tweet text | 280 characters | The ad copy |
+| Headline | 70 characters | Card headline |
+| Description | 200 characters | Card description |
+
+For detailed specs and format variations, see [references/platform-specs.md](references/platform-specs.md).
+
+---
+
+## Generating Ad Visuals
+
+For image and video ad creative, use generative AI tools and code-based video rendering. See [references/generative-tools.md](references/generative-tools.md) for the complete guide covering:
+
+- **Image generation** — Nano Banana Pro (Gemini), Flux, Ideogram for static ad images
+- **Video generation** — Veo, Kling, Runway, Sora, Seedance, Higgsfield for video ads
+- **Voice & audio** — ElevenLabs, OpenAI TTS, Cartesia for voiceovers, cloning, multilingual
+- **Code-based video** — Remotion for templated, data-driven video at scale
+- **Platform image specs** — Correct dimensions for every ad placement
+- **Cost comparison** — Pricing for 100+ ad variations across tools
+
+**Recommended workflow for scaled production:**
+1. Generate hero creative with AI tools (exploratory, high-quality)
+2. Build Remotion templates based on winning patterns
+3. Batch produce variations with Remotion using data feeds
+4. Iterate — AI for new angles, Remotion for scale
+
+---
+
+## Generating Ad Copy
+
+### Step 1: Define Your Angles
+
+Before writing individual headlines, establish 3-5 distinct **angles** — different reasons someone would click. Each angle should tap into a different motivation.
+
+**Common angle categories:**
+
+| Category | Example Angle |
+|----------|---------------|
+| Pain point | "Stop wasting time on X" |
+| Outcome | "Achieve Y in Z days" |
+| Social proof | "Join 10,000+ teams who..." |
+| Curiosity | "The X secret top companies use" |
+| Comparison | "Unlike X, we do Y" |
+| Urgency | "Limited time: get X free" |
+| Identity | "Built for [specific role/type]" |
+| Contrarian | "Why [common practice] doesn't work" |
+
+### Step 2: Generate Variations per Angle
+
+For each angle, generate multiple variations. Vary:
+- **Word choice** — synonyms, active vs. passive
+- **Specificity** — numbers vs. general claims
+- **Tone** — direct vs. question vs. command
+- **Structure** — short punch vs. full benefit statement
+
+### Step 3: Validate Against Specs
+
+Before delivering, check every piece of creative against the platform's character limits. Flag anything that's over and provide a trimmed alternative.
+
+### Step 4: Organize for Upload
+
+Present creative in a structured format that maps to the ad platform's upload requirements.
+
+---
+
+## Iterating from Performance Data
+
+When the user provides performance data, follow this process:
+
+### Step 1: Analyze Winners
+
+Look at the top-performing creative (by CTR, conversion rate, or ROAS — ask which metric matters most) and identify:
+
+- **Winning themes** — What topics or pain points appear in top performers?
+- **Winning structures** — Questions? Statements? Commands? Numbers?
+- **Winning word patterns** — Specific words or phrases that recur?
+- **Character utilization** — Are top performers shorter or longer?
+
+### Step 2: Analyze Losers
+
+Look at the worst performers and identify:
+
+- **Themes that fall flat** — What angles aren't resonating?
+- **Common patterns in low performers** — Too generic? Too long? Wrong tone?
+
+### Step 3: Generate New Variations
+
+Create new creative that:
+- **Doubles down** on winning themes with fresh phrasing
+- **Extends** winning angles into new variations
+- **Tests** 1-2 new angles not yet explored
+- **Avoids** patterns found in underperformers
+
+### Step 4: Document the Iteration
+
+Track what was learned and what's being tested:
+
+```
+## Iteration Log
+- Round: [number]
+- Date: [date]
+- Top performers: [list with metrics]
+- Winning patterns: [summary]
+- New variations: [count] headlines, [count] descriptions
+- New angles being tested: [list]
+- Angles retired: [list]
+```
+
+---
+
+## Writing Quality Standards
+
+### Headlines That Click
+
+**Strong headlines:**
+- Specific ("Cut reporting time 75%") over vague ("Save time")
+- Benefits ("Ship code faster") over features ("CI/CD pipeline")
+- Active voice ("Automate your reports") over passive ("Reports are automated")
+- Include numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams")
+
+**Avoid:**
+- Jargon the audience won't recognize
+- Claims without specificity ("Best," "Leading," "Top")
+- All caps or excessive punctuation
+- Clickbait that the landing page can't deliver on
+
+### Descriptions That Convert
+
+Descriptions should complement headlines, not repeat them. Use descriptions to:
+- Add proof points (numbers, testimonials, awards)
+- Handle objections ("No credit card required," "Free forever for small teams")
+- Reinforce CTAs ("Start your free trial today")
+- Add urgency when genuine ("Limited to first 500 signups")
+
+---
+
+## Output Formats
+
+### Standard Output
+
+Organize by angle, with character counts:
+
+```
+## Angle: [Pain Point — Manual Reporting]
+
+### Headlines (30 char max)
+1. "Stop Building Reports by Hand" (29)
+2. "Automate Your Weekly Reports" (28)
+3. "Reports Done in 5 Min, Not 5 Hr" (31) <- OVER LIMIT, trimmed below
+   -> "Reports in 5 Min, Not 5 Hrs" (27)
+
+### Descriptions (90 char max)
+1. "Marketing teams save 10+ hours/week with automated reporting. Start free." (73)
+2. "Connect your data sources once. Get automated reports forever. No code required." (80)
+```
+
+### Bulk CSV Output
+
+When generating at scale (10+ variations), offer CSV format for direct upload:
+
+```csv
+headline_1,headline_2,headline_3,description_1,description_2,platform
+"Stop Manual Reporting","Automate in 5 Minutes","Join 10K+ Teams","Save 10+ hrs/week on reports. Start free.","Connect data sources once. Reports forever.","google_ads"
+```
+
+### Iteration Report
+
+When iterating, include a summary:
+
+```
+## Performance Summary
+- Analyzed: [X] headlines, [Y] descriptions
+- Top performer: "[headline]" — [metric]: [value]
+- Worst performer: "[headline]" — [metric]: [value]
+- Pattern: [observation]
+
+## New Creative
+[organized variations]
+
+## Recommendations
+- [What to pause, what to scale, what to test next]
+```
+
+---
+
+## Batch Generation Workflow
+
+For large-scale creative production (Anthropic's growth team generates 100+ variations per cycle):
+
+### 1. Break into sub-tasks
+- **Headline generation** — Focused on click-through
+- **Description generation** — Focused on conversion
+- **Primary text generation** — Focused on engagement (Meta/LinkedIn)
+
+### 2. Generate in waves
+- Wave 1: Core angles (3-5 angles, 5 variations each)
+- Wave 2: Extended variations on top 2 angles
+- Wave 3: Wild card angles (contrarian, emotional, specific)
+
+### 3. Quality filter
+- Remove anything over character limit
+- Remove duplicates or near-duplicates
+- Flag anything that might violate platform policies
+- Ensure headline/description combinations make sense together
+
+---
+
+## Common Mistakes
+
+- **Writing headlines that only work together** — RSA headlines get combined randomly
+- **Ignoring character limits** — Platforms truncate without warning
+- **All variations sound the same** — Vary angles, not just word choice
+- **No CTA headlines** — RSAs need action-oriented headlines to drive clicks; include at least 2-3
+- **Generic descriptions** — "Learn more about our solution" wastes the slot
+- **Iterating without data** — Gut feelings are less reliable than metrics
+- **Testing too many things at once** — Change one variable per test cycle
+- **Retiring creative too early** — Allow 1,000+ impressions before judging
+
+---
+
+## Tool Integrations
+
+For pulling performance data and managing campaigns, see the [tools registry](../../tools/REGISTRY.md).
+
+| Platform | Pull Performance Data | Manage Campaigns | Guide |
+|----------|:---------------------:|:----------------:|-------|
+| **Google Ads** | `google-ads campaigns list`, `google-ads reports get` | `google-ads campaigns create` | [google-ads.md](../../tools/integrations/google-ads.md) |
+| **Meta Ads** | `meta-ads insights get` | `meta-ads campaigns list` | [meta-ads.md](../../tools/integrations/meta-ads.md) |
+| **LinkedIn Ads** | `linkedin-ads analytics get` | `linkedin-ads campaigns list` | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
+| **TikTok Ads** | `tiktok-ads reports get` | `tiktok-ads campaigns list` | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
+
+### Workflow: Pull Data, Analyze, Generate
+
+```bash
+# 1. Pull recent ad performance
+node tools/clis/google-ads.js reports get --type ad_performance --date-range last_30_days
+
+# 2. Analyze output (identify top/bottom performers)
+# 3. Feed winning patterns into this skill
+# 4. Generate new variations
+# 5. Upload to platform
+```
+
+---
+
+## Related Skills
+
+- **ads**: For campaign strategy, targeting, budgets, and optimization
+- **copywriting**: For landing page copy (where ad traffic lands)
+- **ab-testing**: For structuring creative tests with statistical rigor
+- **marketing-psychology**: For psychological principles behind high-performing creative
+- **copy-editing**: For polishing ad copy before launch
@@ -0,0 +1,90 @@
+{
+  "skill_name": "ad-creative",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Generate ad creative for our Meta (Facebook/Instagram) campaign. We sell an AI writing assistant for content marketers. Main value prop: write blog posts 5x faster. Target audience: content marketing managers at B2B SaaS companies. Budget: $5k/month.",
+      "expected_output": "Should check for product-marketing.md first. Should generate creative following the angle-based approach: identify 3-5 angles (speed, quality, ROI, pain of blank page, competitive edge). For each angle, should generate primary text (≤125 chars), headline (≤40 chars), and description (≤30 chars) respecting Meta character limits. Should provide multiple variations per angle. Should suggest image/visual direction for each. Should organize output with angle name, hook, body, CTA for each variation. Should recommend which angles to test first.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Uses angle-based generation approach",
+        "Identifies multiple angles (3-5)",
+        "Respects Meta character limits (125/40/30)",
+        "Generates multiple variations per angle",
+        "Suggests image or visual direction",
+        "Includes hook, body, and CTA for each",
+        "Recommends which angles to test first"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "I need Google Ads copy for our CRM product. We're targeting the keyword 'best CRM for small business'. Need responsive search ads.",
+      "expected_output": "Should generate Google RSA creative respecting character limits: headlines (≤30 chars each, need 10-15 variations) and descriptions (≤90 chars each, need 4+ variations). Should note that pinning should be used sparingly as it reduces optimization. Should include the target keyword in headlines. Should provide multiple angle-based variations. Should suggest ad extensions (sitelinks, callouts, structured snippets). Should follow Google Ads best practices for RSA.",
+      "assertions": [
+        "Respects Google RSA character limits (30 char headlines, 90 char descriptions)",
+        "Generates 10-15 headline variations",
+        "Generates 4+ description variations",
+        "Includes target keyword in headlines",
+        "Notes pinning should be used sparingly per skill guidance",
+        "Suggests ad extensions",
+        "Uses angle-based variation approach"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Here's our ad performance data: Ad A (pain point angle) - CTR 2.1%, CPC $3.20, Conv rate 4.5%. Ad B (social proof angle) - CTR 1.4%, CPC $4.10, Conv rate 6.2%. Ad C (feature angle) - CTR 0.8%, CPC $5.50, Conv rate 2.1%. Help me iterate on these.",
+      "expected_output": "Should activate the iteration-from-performance mode (not generate-from-scratch). Should analyze the data: Ad A has best CTR, Ad B has best conversion rate (highest efficiency despite lower CTR), Ad C is underperforming on all metrics. Should recommend doubling down on the pain point angle (high CTR) and social proof angle (high conversion), while pausing or reworking the feature angle. Should generate new variations that combine winning elements (pain point hook + social proof). Should suggest specific iterations on Ad A and Ad B.",
+      "assertions": [
+        "Activates iteration mode based on performance data",
+        "Analyzes CTR, CPC, and conversion rate for each ad",
+        "Identifies winning angles from the data",
+        "Recommends pausing or reworking underperforming creative",
+        "Generates new variations combining winning elements",
+        "Provides specific iterations on top performers"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "we need linkedin ads for our enterprise security product. audience is CISOs and IT directors.",
+      "expected_output": "Should trigger on casual phrasing. Should generate LinkedIn ad creative respecting character limits: introductory text (≤150 chars), headline (≤70 chars), description (≤100 chars). Should adapt tone and messaging for enterprise security audience (CISOs, IT directors) — more formal, compliance-focused, risk-reduction language. Should provide multiple angles relevant to security buyers (risk reduction, compliance, incident response time, cost of breaches). Should suggest ad format recommendations for LinkedIn (sponsored content, message ads, etc.).",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Respects LinkedIn character limits (150/70/100)",
+        "Adapts tone for enterprise security audience",
+        "Uses risk-reduction and compliance language",
+        "Provides multiple angles relevant to security buyers",
+        "Suggests LinkedIn ad format recommendations"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "I need to generate a big batch of ad variations for a multi-platform campaign launching next week. We're a meal delivery service targeting busy professionals. Need ads for Google, Meta, and TikTok.",
+      "expected_output": "Should activate the batch generation workflow. Should generate creative for all three platforms respecting each platform's character limits: Google RSA (30/90), Meta (125/40/30), TikTok (80 chars recommended, 100 max). Should identify 3-5 angles that work across platforms (convenience, health, time savings, variety, cost vs eating out). Should generate variations per angle per platform. Should note platform-specific creative considerations (TikTok needs video concepts, not just text). Should organize output clearly by platform.",
+      "assertions": [
+        "Activates batch generation workflow",
+        "Generates for all three platforms",
+        "Respects each platform's character limits",
+        "Identifies angles that work across platforms",
+        "Notes TikTok needs video concepts",
+        "Organizes output by platform",
+        "Generates multiple variations per angle per platform"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Help me plan our overall paid advertising strategy. We have a $20k monthly budget and want to figure out which platforms to use and how to allocate spend.",
+      "expected_output": "Should recognize this is a paid advertising strategy task, not ad creative generation. Should defer to or cross-reference the ads skill, which handles campaign strategy, platform selection, and budget allocation. May briefly mention creative considerations but should make clear that ads is the right skill for strategy.",
+      "assertions": [
+        "Recognizes this as paid ads strategy, not creative generation",
+        "References or defers to ads skill",
+        "Does not attempt full campaign strategy using creative generation patterns"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,637 @@
+# Generative AI Tools for Ad Creative
+
+Reference for using AI image generators, video generators, and code-based video tools to produce ad visuals at scale.
+
+---
+
+## When to Use Generative Tools
+
+| Need | Tool Category | Best Fit |
+|------|---------------|----------|
+| Static ad images (banners, social) | Image generation | ChatGPT Images 2.0, Nano Banana Pro, Flux, Ideogram |
+| Ad images with text overlays | Image generation (text-capable) | Ideogram, Nano Banana Pro |
+| Short video ads (6-30 sec) | Video generation | Veo, Kling, Runway, Sora, Seedance |
+| Video ads with voiceover | Video gen + voice | Veo/Sora (native), or Runway + ElevenLabs |
+| Voiceover tracks for ads | Voice generation | ElevenLabs, OpenAI TTS, Cartesia |
+| Multi-language ad versions | Voice generation | ElevenLabs, PlayHT |
+| Brand voice cloning | Voice generation | ElevenLabs, Resemble AI |
+| Product mockups and variations | Image generation + references | Flux (multi-image reference) |
+| Templated video ads at scale | Code-based video | Remotion |
+| Personalized video (name, data) | Code-based video | Remotion |
+| Brand-consistent variations | Image gen + style refs | Flux, Ideogram, Nano Banana Pro |
+
+---
+
+## Image Generation
+
+### Nano Banana Pro (Gemini)
+
+Google DeepMind's image generation model, available through the Gemini API.
+
+**Best for:** High-quality ad images, product visuals, text rendering
+**API:** Gemini API (Google AI Studio, Vertex AI)
+**Pricing:** ~$0.04/image (Gemini 2.5 Flash Image), ~$0.24/4K image (Nano Banana Pro)
+
+**Strengths:**
+- Strong text rendering in images (logos, headlines)
+- Native image editing (modify existing images with prompts)
+- Available through the same Gemini API used for text generation
+- Supports both generation and editing in one model
+
+**Ad creative use cases:**
+- Generate social media ad images from text descriptions
+- Create product mockup variations
+- Edit existing ad images (swap backgrounds, change colors)
+- Generate images with headline text baked in
+
+**API example:**
+```bash
+# Using the Gemini API for image generation
+curl -X POST "https://generativelanguage.googleapis.com/v1beta/models/gemini-2.5-flash-image:generateContent" \
+  -H "Content-Type: application/json" \
+  -H "x-goog-api-key: $GEMINI_API_KEY" \
+  -d '{
+    "contents": [{"parts": [{"text": "Create a clean, modern social media ad image for a project management tool. Show a laptop with a kanban board interface. Bright, professional, 16:9 ratio."}]}],
+    "generationConfig": {"responseModalities": ["TEXT", "IMAGE"]}
+  }'
+```
+
+**Docs:** [Gemini Image Generation](https://ai.google.dev/gemini-api/docs/image-generation)
+
+---
+
+### Flux (Black Forest Labs)
+
+Open-weight image generation models with API access through Replicate and BFL's native API.
+
+**Best for:** Photorealistic images, brand-consistent variations, multi-reference generation
+**API:** Replicate, BFL API, fal.ai
+**Pricing:** ~$0.01-0.06/image depending on model and resolution
+
+**Model variants:**
+| Model | Speed | Quality | Cost | Best For |
+|-------|-------|---------|------|----------|
+| Flux 2 Pro | ~6 sec | Highest | $0.015/MP | Final production assets |
+| Flux 2 Flex | ~22 sec | High + editing | $0.06/MP | Iterative editing |
+| Flux 2 Dev | ~2.5 sec | Good | $0.012/MP | Rapid prototyping |
+| Flux 2 Klein | Fastest | Good | Lowest | High-volume batch generation |
+
+**Strengths:**
+- Multi-image reference (up to 8 images) for consistent identity across ads
+- Product consistency — same product in different contexts
+- Style transfer from reference images
+- Open-weight Dev model for self-hosting
+
+**Ad creative use cases:**
+- Generate 50+ ad variations with consistent product/person identity
+- Create product-in-context images (your SaaS on different devices)
+- Style-match to existing brand assets using reference images
+- Rapid A/B test image variations
+
+**Docs:** [Replicate Flux](https://replicate.com/black-forest-labs/flux-2-pro), [BFL API](https://docs.bfl.ml/)
+
+---
+
+### Ideogram
+
+Specialized in typography and text rendering within images.
+
+**Best for:** Ad banners with text, branded graphics, social ad images with headlines
+**API:** Ideogram API, Runware
+**Pricing:** ~$0.06/image (API), ~$0.009/image (subscription)
+
+**Strengths:**
+- Best-in-class text rendering (~90% accuracy vs ~30% for most tools)
+- Style reference system (upload up to 3 reference images)
+- 4.3 billion style presets for consistent brand aesthetics
+- Strong at logos and branded typography
+
+**Ad creative use cases:**
+- Generate ad banners with headline text directly in the image
+- Create social media graphics with branded text overlays
+- Produce multiple design variations with consistent typography
+- Generate promotional materials without needing a designer for each iteration
+
+**Docs:** [Ideogram API](https://developer.ideogram.ai/), [Ideogram](https://ideogram.ai/)
+
+---
+
+### Other Image Tools
+
+| Tool | Best For | API Status | Notes |
+|------|----------|------------|-------|
+| **DALL-E 3** (OpenAI) | General image generation | Official API | Integrated with ChatGPT, good text rendering |
+| **Midjourney** | Artistic, high-aesthetic images | No official public API | Discord-based; unofficial APIs exist but risk bans |
+| **Stable Diffusion** | Self-hosted, customizable | Open source | Best for teams with GPU infrastructure |
+
+---
+
+## Video Generation
+
+### Google Veo
+
+Google DeepMind's video generation model, available through the Gemini API and Vertex AI.
+
+**Best for:** High-quality video ads with native audio, vertical video for social
+**API:** Gemini API, Vertex AI
+**Pricing:** ~$0.15/sec (Veo 3.1 Fast), ~$0.40/sec (Veo 3.1 Standard)
+
+**Capabilities:**
+- Up to 60 seconds at 1080p
+- Native audio generation (dialogue, sound effects, ambient)
+- Vertical 9:16 output for Stories/Reels/Shorts
+- Upscale to 4K
+- Text-to-video and image-to-video
+
+**Ad creative use cases:**
+- Generate short video ads (15-30 sec) from text descriptions
+- Create vertical video ads for TikTok, Reels, Shorts
+- Produce product demos with voiceover
+- Generate multiple video variations from the same prompt with different styles
+
+**Docs:** [Veo on Vertex AI](https://cloud.google.com/vertex-ai/generative-ai/docs/video/overview)
+
+---
+
+### Kling (Kuaishou)
+
+Video generation with simultaneous audio-visual generation and camera controls.
+
+**Best for:** Cinematic video ads, longer-form content, audio-synced video
+**API:** Kling API, PiAPI, fal.ai
+**Pricing:** ~$0.09/sec (via fal.ai third-party)
+
+**Capabilities:**
+- Up to 3 minutes at 1080p/30-48fps
+- Simultaneous audio-visual generation (Kling 2.6)
+- Text-to-video and image-to-video
+- Motion and camera controls
+
+**Ad creative use cases:**
+- Longer product explainer videos
+- Cinematic brand videos with synchronized audio
+- Animate product images into video ads
+
+**Docs:** [Kling AI Developer](https://klingai.com/global/dev/model/video)
+
+---
+
+### Runway
+
+Video generation and editing platform with strong controllability.
+
+**Best for:** Controlled video generation, style-consistent content, editing existing footage
+**API:** Runway Developer Portal
+
+**Capabilities:**
+- Gen-4: Character/scene consistency across shots
+- Motion brush and camera controls
+- Image-to-video with reference images
+- Video-to-video style transfer
+
+**Ad creative use cases:**
+- Generate video ads with consistent characters/products across scenes
+- Style-transfer existing footage to match brand aesthetics
+- Extend or remix existing video content
+
+**Docs:** [Runway API](https://docs.dev.runwayml.com/)
+
+---
+
+### Sora 2 (OpenAI)
+
+OpenAI's video generation model with synchronized audio.
+
+**Best for:** High-fidelity video with dialogue and sound
+**API:** OpenAI API
+**Pricing:** Free tier available; Pro from $0.10-0.50/sec depending on resolution
+
+**Capabilities:**
+- Up to 60 seconds with synchronized audio
+- Dialogue, sound effects, and ambient audio
+- sora-2 (fast) and sora-2-pro (quality) variants
+- Text-to-video and image-to-video
+
+**Ad creative use cases:**
+- Video testimonials and talking-head style ads
+- Product demo videos with narration
+- Narrative brand videos
+
+**Docs:** [OpenAI Video Generation](https://platform.openai.com/docs/guides/video-generation)
+
+---
+
+### Seedance 2.0 (ByteDance)
+
+ByteDance's video generation model with simultaneous audio-visual generation and multimodal inputs.
+
+**Best for:** Fast, affordable video ads with native audio, multimodal reference inputs
+**API:** BytePlus (official), Replicate, WaveSpeedAI, fal.ai (third-party); OpenAI-compatible API format
+**Pricing:** ~$0.10-0.80/min depending on resolution (estimated 10-100x cheaper than Sora 2 per clip)
+
+**Capabilities:**
+- Up to 20 seconds at up to 2K resolution
+- Simultaneous audio-visual generation (Dual-Branch Diffusion Transformer)
+- Text-to-video and image-to-video
+- Up to 12 reference files for multimodal input
+- OpenAI-compatible API structure
+
+**Ad creative use cases:**
+- High-volume short video ad production at low cost
+- Video ads with synchronized voiceover and sound effects in one pass
+- Multi-reference generation (feed product images, brand assets, style references)
+- Rapid iteration on video ad concepts
+
+**Docs:** [Seedance](https://seed.bytedance.com/en/seedance2_0)
+
+---
+
+### Higgsfield
+
+Full-stack video creation platform with cinematic camera controls.
+
+**Best for:** Social video ads, cinematic style, mobile-first content
+**Platform:** [higgsfield.ai](https://higgsfield.ai/)
+
+**Capabilities:**
+- 50+ professional camera movements (zooms, pans, FPV drone shots)
+- Image-to-video animation
+- Built-in editing, transitions, and keyframing
+- All-in-one workflow: image gen, animation, editing
+
+**Ad creative use cases:**
+- Social media video ads with cinematic feel
+- Animate product images into dynamic video
+- Create multiple video variations with different camera styles
+- Quick-turn video content for social campaigns
+
+---
+
+### Video Tool Comparison
+
+| Tool | Max Length | Audio | Resolution | API | Best For |
+|------|-----------|-------|------------|-----|----------|
+| **Veo 3.1** | 60 sec | Native | 1080p/4K | Gemini | Vertical social video |
+| **Kling 2.6** | 3 min | Native | 1080p | Third-party | Longer cinematic |
+| **Runway Gen-4** | 10 sec | No | 1080p | Official | Controlled, consistent |
+| **Sora 2** | 60 sec | Native | 1080p | Official | Dialogue-heavy |
+| **Seedance 2.0** | 20 sec | Native | 2K | Official + third-party | Affordable high-volume |
+| **Higgsfield** | Varies | Yes | 1080p | Web-based | Social, mobile-first |
+
+---
+
+## Voice & Audio Generation
+
+For layering realistic voiceovers onto video ads, adding narration to product demos, or generating audio for Remotion-rendered videos. These tools turn ad scripts into natural-sounding voice tracks.
+
+### When to Use Voice Tools
+
+Many video generators (Veo, Kling, Sora, Seedance) now include native audio. Use standalone voice tools when you need:
+
+- **Voiceover on silent video** — Runway Gen-4 and Remotion produce silent output
+- **Brand voice consistency** — Clone a specific voice for all ads
+- **Multi-language versions** — Same ad script in 20+ languages
+- **Script iteration** — Re-record voiceover without reshooting video
+- **Precise control** — Exact timing, emotion, and pacing
+
+---
+
+### ElevenLabs
+
+The market leader in realistic voice generation and voice cloning.
+
+**Best for:** Most natural-sounding voiceovers, brand voice cloning, multilingual
+**API:** REST API with streaming support
+**Pricing:** ~$0.12-0.30 per 1,000 characters depending on plan; starts at $5/month
+
+**Capabilities:**
+- 29+ languages with natural accent and intonation
+- Voice cloning from short audio clips (instant) or longer recordings (professional)
+- Emotion and style control
+- Streaming for real-time generation
+- Voice library with hundreds of pre-built voices
+
+**Ad creative use cases:**
+- Generate voiceover tracks for video ads
+- Clone your brand spokesperson's voice for all ad variations
+- Produce the same ad in 10+ languages from one script
+- A/B test different voice styles (authoritative vs. friendly vs. urgent)
+
+**API example:**
+```bash
+curl -X POST "https://api.elevenlabs.io/v1/text-to-speech/{voice_id}" \
+  -H "xi-api-key: $ELEVENLABS_API_KEY" \
+  -H "Content-Type: application/json" \
+  -d '{
+    "text": "Stop wasting hours on manual reporting. Try DataFlow free for 14 days.",
+    "model_id": "eleven_multilingual_v2",
+    "voice_settings": {"stability": 0.5, "similarity_boost": 0.75}
+  }' --output voiceover.mp3
+```
+
+**Docs:** [ElevenLabs API](https://elevenlabs.io/docs/api-reference/text-to-speech)
+
+---
+
+### OpenAI TTS
+
+Simple, affordable text-to-speech built into the OpenAI API.
+
+**Best for:** Quick voiceovers, cost-effective at scale, simple integration
+**API:** OpenAI API (same SDK as GPT/DALL-E)
+**Pricing:** $15/million chars (standard), $30/million chars (HD); ~$0.015/min with gpt-4o-mini-tts
+
+**Capabilities:**
+- 13 built-in voices (no custom cloning)
+- Multiple languages
+- Real-time streaming
+- HD quality option
+- Simple API — same SDK you already use for GPT
+
+**Ad creative use cases:**
+- Fast, cheap voiceover for draft/test ad versions
+- High-volume narration at low cost
+- Prototype ad audio before investing in premium voice
+
+**Docs:** [OpenAI TTS](https://platform.openai.com/docs/guides/text-to-speech)
+
+---
+
+### Cartesia Sonic
+
+Ultra-low latency voice generation built for real-time applications.
+
+**Best for:** Real-time voice, lowest latency, emotional expressiveness
+**API:** REST + WebSocket streaming
+**Pricing:** Starts at $5/month; pay-as-you-go from $0.03/min
+
+**Capabilities:**
+- 40ms time-to-first-audio (fastest in class)
+- 15+ languages
+- Nonverbal expressiveness: laughter, breathing, emotional inflections
+- Sonic Turbo for even lower latency
+- Streaming API for real-time generation
+
+**Ad creative use cases:**
+- Real-time ad preview during creative iteration
+- Interactive demo videos with dynamic narration
+- Ads requiring natural laughter, sighs, or emotional reactions
+
+**Docs:** [Cartesia Sonic](https://docs.cartesia.ai/build-with-cartesia/tts-models/latest)
+
+---
+
+### Voicebox (Open Source)
+
+Free, local-first voice synthesis studio powered by Qwen3-TTS. The open-source alternative to ElevenLabs.
+
+**Best for:** Free voice cloning, local/private generation, zero-cost batch production
+**API:** Local REST API at `http://localhost:8000`
+**Pricing:** Free (MIT license). Runs entirely on your machine.
+**Stack:** Tauri (Rust) + React + FastAPI (Python)
+
+**Capabilities:**
+- Voice cloning from short audio samples via Qwen3-TTS
+- Multi-language support (English, Chinese, more planned)
+- Multi-track timeline editor for composing conversations
+- 4-5x faster inference on Apple Silicon via MLX Metal acceleration
+- Local REST API for programmatic generation
+- No cloud dependency — all processing on-device
+
+**Ad creative use cases:**
+- Free voice cloning for brand spokesperson across all ad variations
+- Batch generate voiceovers without per-character costs
+- Private/local generation when ad content is sensitive or pre-launch
+- Prototype voice variations before committing to a paid service
+
+**API example:**
+```bash
+curl -X POST http://localhost:8000/generate \
+  -H "Content-Type: application/json" \
+  -d '{"text": "Stop wasting hours on manual reporting.", "profile_id": "abc123", "language": "en"}'
+```
+
+**Install:** Desktop apps for macOS and Windows at [voicebox.sh](https://voicebox.sh), or build from source:
+```bash
+git clone https://github.com/jamiepine/voicebox.git
+cd voicebox && make setup && make dev
+```
+
+**Docs:** [GitHub](https://github.com/jamiepine/voicebox)
+
+---
+
+### Other Voice Tools
+
+| Tool | Best For | Differentiator | API |
+|------|----------|---------------|-----|
+| **PlayHT** | Large voice library, low latency | 900+ voices, <300ms latency, ultra-realistic | [play.ht](https://play.ht/) |
+| **Resemble AI** | Enterprise voice cloning | On-premise deployment, real-time speech-to-speech | [resemble.ai](https://www.resemble.ai/) |
+| **WellSaid Labs** | Ethical, commercial-safe voices | Voices from compensated actors, safe for commercial use | [wellsaid.io](https://www.wellsaid.io/) |
+| **Fish Audio** | Budget-friendly, emotion control | ~50-70% cheaper than ElevenLabs, emotion tags | [fish.audio](https://fish.audio/) |
+| **Murf AI** | Non-technical teams | Browser-based studio, 200+ voices | [murf.ai](https://murf.ai/) |
+| **Google Cloud TTS** | Google ecosystem, scale | 220+ voices, 40+ languages, enterprise SLAs | [Google TTS](https://cloud.google.com/text-to-speech) |
+| **Amazon Polly** | AWS ecosystem, cost | Neural voices, SSML control, cheap at volume | [Amazon Polly](https://aws.amazon.com/polly/) |
+
+---
+
+### Voice Tool Comparison
+
+| Tool | Quality | Cloning | Languages | Latency | Price/1K chars |
+|------|---------|---------|-----------|---------|----------------|
+| **ElevenLabs** | Best | Yes (instant + pro) | 29+ | ~200ms | $0.12-0.30 |
+| **OpenAI TTS** | Good | No | 13+ | ~300ms | $0.015-0.030 |
+| **Cartesia Sonic** | Very good | No | 15+ | ~40ms | ~$0.03/min |
+| **PlayHT** | Very good | Yes | 140+ | <300ms | ~$0.10-0.20 |
+| **Fish Audio** | Good | Yes | 13+ | ~200ms | ~$0.05-0.10 |
+| **WellSaid** | Very good | No (actor voices) | English | ~300ms | Custom pricing |
+| **Voicebox** | Good | Yes (local) | 2+ | Local | Free (open source) |
+
+### Choosing a Voice Tool
+
+```
+Need voiceover for ads?
+├── Need to clone a specific brand voice?
+│   ├── Best quality → ElevenLabs
+│   ├── Enterprise/on-premise → Resemble AI
+│   └── Budget-friendly → Fish Audio, PlayHT
+├── Need multilingual (same ad, many languages)?
+│   ├── Most languages → PlayHT (140+)
+│   └── Best quality → ElevenLabs (29+)
+├── Need free / open source / local?
+│   └── Voicebox (MIT, runs on your machine)
+├── Need cheap, fast, good-enough?
+│   └── OpenAI TTS ($0.015/min)
+├── Need commercially-safe licensing?
+│   └── WellSaid Labs (actor-compensated voices)
+└── Need real-time/interactive?
+    └── Cartesia Sonic (40ms TTFA)
+```
+
+### Workflow: Voice + Video
+
+```
+1. Write ad script (use ad-creative skill for copy)
+2. Generate voiceover with ElevenLabs/OpenAI TTS
+3. Generate or render video:
+   a. Silent video from Runway/Remotion → layer voice track
+   b. Or use Veo/Sora/Seedance with native audio (skip separate VO)
+4. Combine with ffmpeg if layering separately:
+   ffmpeg -i video.mp4 -i voiceover.mp3 -c:v copy -c:a aac output.mp4
+5. Generate variations (different scripts, voices, or languages)
+```
+
+---
+
+## Code-Based Video: Remotion
+
+For templated, data-driven video ads at scale, Remotion is the best option. Unlike AI video generators that produce unique video from prompts, Remotion uses React code to render deterministic, brand-perfect video from templates and data.
+
+**Best for:** Templated ad variations, personalized video, brand-consistent production
+**Stack:** React + TypeScript
+**Pricing:** Free for individuals/small teams; commercial license required for 4+ employees
+**Docs:** [remotion.dev](https://www.remotion.dev/)
+
+### Why Remotion for Ads
+
+| AI Video Generators | Remotion |
+|---------------------|----------|
+| Unique output each time | Deterministic, pixel-perfect |
+| Prompt-based, less control | Full code control over every frame |
+| Hard to match brand exactly | Exact brand colors, fonts, spacing |
+| One-at-a-time generation | Batch render hundreds from data |
+| No dynamic data insertion | Personalize with names, prices, stats |
+
+### Ad Creative Use Cases
+
+**1. Dynamic product ads**
+Feed a JSON array of products and render a unique video ad for each:
+```tsx
+// Simplified Remotion component for product ads
+export const ProductAd: React.FC<{
+  productName: string;
+  price: string;
+  imageUrl: string;
+  tagline: string;
+}> = ({productName, price, imageUrl, tagline}) => {
+  return (
+    <AbsoluteFill style={{backgroundColor: '#fff'}}>
+      <Img src={imageUrl} style={{width: 400, height: 400}} />
+      <h1>{productName}</h1>
+      <p>{tagline}</p>
+      <div className="price">{price}</div>
+      <div className="cta">Shop Now</div>
+    </AbsoluteFill>
+  );
+};
+```
+
+**2. A/B test video variations**
+Render the same template with different headlines, CTAs, or color schemes:
+```tsx
+const variations = [
+  {headline: "Save 50% Today", cta: "Get the Deal", theme: "urgent"},
+  {headline: "Join 10K+ Teams", cta: "Start Free", theme: "social-proof"},
+  {headline: "Built for Speed", cta: "Try It Now", theme: "benefit"},
+];
+// Render all variations programmatically
+```
+
+**3. Personalized outreach videos**
+Generate videos addressing prospects by name for cold outreach or sales.
+
+**4. Social ad batch production**
+Render the same content across different aspect ratios:
+- 1:1 for feed
+- 9:16 for Stories/Reels
+- 16:9 for YouTube
+
+### Remotion Workflow for Ad Creative
+
+```
+1. Design template in React (or use AI to generate the component)
+2. Define data schema (products, headlines, CTAs, images)
+3. Feed data array into template
+4. Batch render all variations
+5. Upload to ad platform
+```
+
+### Getting Started
+
+```bash
+# Create a new Remotion project
+npx create-video@latest
+
+# Render a single video
+npx remotion render src/index.ts MyComposition out/video.mp4
+
+# Batch render from data
+npx remotion render src/index.ts MyComposition --props='{"data": [...]}'
+```
+
+---
+
+## Choosing the Right Tool
+
+### Decision Tree
+
+```
+Need video ads?
+├── Templated, data-driven (same structure, different data)
+│   └── Use Remotion
+├── Unique creative from prompts (exploratory)
+│   ├── Need dialogue/voiceover? → Sora 2, Veo 3.1, Kling 2.6, Seedance 2.0
+│   ├── Need consistency across scenes? → Runway Gen-4
+│   ├── Need vertical social video? → Veo 3.1 (native 9:16)
+│   ├── Need high volume at low cost? → Seedance 2.0
+│   └── Need cinematic camera work? → Higgsfield, Kling
+└── Both → Use AI gen for hero creative, Remotion for variations
+
+Need image ads?
+├── Need text/headlines in image? → Ideogram
+├── Need product consistency across variations? → Flux (multi-ref)
+├── Need quick iterations on existing images? → Nano Banana Pro
+├── Need highest visual quality? → Flux Pro, Midjourney
+└── Need high volume at low cost? → Flux Klein, Nano Banana
+```
+
+### Cost Comparison for 100 Ad Variations
+
+| Approach | Tool | Approximate Cost |
+|----------|------|-----------------|
+| 100 static images | Nano Banana Pro | ~$4-24 |
+| 100 static images | Flux Dev | ~$1-2 |
+| 100 static images | Ideogram API | ~$6 |
+| 100 × 15-sec videos | Veo 3.1 Fast | ~$225 |
+| 100 × 15-sec videos | Remotion (templated) | ~$0 (self-hosted render) |
+| 10 hero videos + 90 templated | Veo + Remotion | ~$22 + render time |
+
+### Recommended Workflow for Scaled Ad Production
+
+1. **Generate hero creative** with AI (Nano Banana, Flux, Veo) — high-quality, exploratory
+2. **Build templates** in Remotion based on winning creative patterns
+3. **Batch produce variations** with Remotion using data (products, headlines, CTAs)
+4. **Iterate** — use AI tools for new angles, Remotion for scale
+
+This hybrid approach gives you the creative exploration of AI generators and the consistency and scale of code-based rendering.
+
+---
+
+## Platform-Specific Image Specs
+
+When generating images for ads, request the correct dimensions:
+
+| Platform | Placement | Aspect Ratio | Recommended Size |
+|----------|-----------|-------------|-----------------|
+| Meta Feed | Single image | 1:1 | 1080x1080 |
+| Meta Stories/Reels | Vertical | 9:16 | 1080x1920 |
+| Meta Carousel | Square | 1:1 | 1080x1080 |
+| Google Display | Landscape | 1.91:1 | 1200x628 |
+| Google Display | Square | 1:1 | 1200x1200 |
+| LinkedIn Feed | Landscape | 1.91:1 | 1200x627 |
+| LinkedIn Feed | Square | 1:1 | 1200x1200 |
+| TikTok Feed | Vertical | 9:16 | 1080x1920 |
+| Twitter/X Feed | Landscape | 16:9 | 1200x675 |
+| Twitter/X Card | Landscape | 1.91:1 | 800x418 |
+
+Include these dimensions in your generation prompts to avoid needing to crop or resize.
@@ -0,0 +1,213 @@
+# Platform Specs Reference
+
+Complete character limits, format requirements, and best practices for each ad platform.
+
+---
+
+## Google Ads
+
+### Responsive Search Ads (RSAs)
+
+| Element | Character Limit | Required | Notes |
+|---------|----------------|----------|-------|
+| Headline | 30 chars | 3 minimum, 15 max | Any 3 may be shown together |
+| Description | 90 chars | 2 minimum, 4 max | Any 2 may be shown together |
+| Display path 1 | 15 chars | Optional | Appears after domain in URL |
+| Display path 2 | 15 chars | Optional | Appears after path 1 |
+| Final URL | No limit | Required | Landing page URL |
+
+**Combination rules:**
+- Google selects up to 3 headlines and 2 descriptions to show
+- Headlines appear separated by " | " or stacked
+- Any headline can appear in any position unless pinned
+- Pinning reduces Google's ability to optimize — use sparingly
+
+**Pinning strategy:**
+- Pin your brand name to position 1 if brand guidelines require it
+- Pin your strongest CTA to position 2 or 3
+- Leave most headlines unpinned for machine learning
+
+**Headline mix recommendation (15 headlines):**
+- 3-4 keyword-focused (match search intent)
+- 3-4 benefit-focused (what they get)
+- 2-3 social proof (numbers, awards, customers)
+- 2-3 CTA-focused (action to take)
+- 1-2 differentiators (why you over competitors)
+- 1 brand name headline
+
+**Description mix recommendation (4 descriptions):**
+- 1 benefit + proof point
+- 1 feature + outcome
+- 1 social proof + CTA
+- 1 urgency/offer + CTA (if applicable)
+
+### Performance Max
+
+| Element | Character Limit | Notes |
+|---------|----------------|-------|
+| Headline | 30 chars (5 required) | Short headlines for various placements |
+| Long headline | 90 chars (5 required) | Used in display, video, discover |
+| Description | 90 chars (1 required, 5 max) | Accompany various ad formats |
+| Business name | 25 chars | Required |
+
+### Display Ads
+
+| Element | Character Limit |
+|---------|----------------|
+| Headline | 30 chars |
+| Long headline | 90 chars |
+| Description | 90 chars |
+| Business name | 25 chars |
+
+---
+
+## Meta Ads (Facebook & Instagram)
+
+### Single Image / Video / Carousel
+
+| Element | Recommended | Maximum | Notes |
+|---------|-------------|---------|-------|
+| Primary text | 125 chars | 2,200 chars | Text above image; truncated after ~125 |
+| Headline | 40 chars | 255 chars | Below image; truncated after ~40 |
+| Description | 30 chars | 255 chars | Below headline; may not show |
+| URL display link | 40 chars | N/A | Optional custom display URL |
+
+**Placement-specific notes:**
+- **Feed**: All elements show; primary text most visible
+- **Stories/Reels**: Primary text overlaid; keep under 72 chars
+- **Right column**: Only headline visible; skip description
+- **Audience Network**: Varies by publisher
+
+**Best practices:**
+- Front-load the hook in primary text (first 125 chars)
+- Use line breaks for readability in longer primary text
+- Emojis: test, but don't overuse — 1-2 per ad max
+- Questions in primary text increase engagement
+- Headline should be a clear CTA or value statement
+
+### Lead Ads (Instant Form)
+
+| Element | Limit |
+|---------|-------|
+| Greeting headline | 60 chars |
+| Greeting description | 360 chars |
+| Privacy policy text | 200 chars |
+
+---
+
+## LinkedIn Ads
+
+### Single Image Ad
+
+| Element | Recommended | Maximum | Notes |
+|---------|-------------|---------|-------|
+| Intro text | 150 chars | 600 chars | Above the image; truncated after ~150 |
+| Headline | 70 chars | 200 chars | Below the image |
+| Description | 100 chars | 300 chars | Only shows on Audience Network |
+
+### Carousel Ad
+
+| Element | Limit |
+|---------|-------|
+| Intro text | 255 chars |
+| Card headline | 45 chars |
+| Card count | 2-10 cards |
+
+### Message Ad (InMail)
+
+| Element | Limit |
+|---------|-------|
+| Subject line | 60 chars |
+| Message body | 1,500 chars |
+| CTA button | 20 chars |
+
+### Text Ad
+
+| Element | Limit |
+|---------|-------|
+| Headline | 25 chars |
+| Description | 75 chars |
+
+**LinkedIn-specific guidelines:**
+- Professional tone, but not boring
+- Use job-specific language the audience recognizes
+- Statistics and data points perform well
+- Avoid consumer-style hype ("Amazing!" "Incredible!")
+- First-person testimonials from peers resonate
+
+---
+
+## TikTok Ads
+
+### In-Feed Ads
+
+| Element | Recommended | Maximum | Notes |
+|---------|-------------|---------|-------|
+| Ad text | 80 chars | 100 chars | Above the video |
+| Display name | N/A | 40 chars | Brand name |
+| CTA button | Platform options | Predefined | Select from TikTok's options |
+
+### Spark Ads (Boosted Organic)
+
+| Element | Notes |
+|---------|-------|
+| Caption | Uses original post caption |
+| CTA button | Added by advertiser |
+| Display name | Original creator's handle |
+
+**TikTok-specific guidelines:**
+- Native content outperforms polished ads
+- First 2 seconds determine if they watch
+- Use trending sounds and formats
+- Text overlay is essential (most watch with sound off)
+- Vertical video only (9:16)
+
+---
+
+## Twitter/X Ads
+
+### Promoted Tweets
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Tweet text | 280 chars | Full tweet with image/video |
+| Card headline | 70 chars | Website card |
+| Card description | 200 chars | Website card |
+
+### Website Cards
+
+| Element | Limit |
+|---------|-------|
+| Headline | 70 chars |
+| Description | 200 chars |
+
+**Twitter/X-specific guidelines:**
+- Conversational, casual tone
+- Short sentences work best
+- One clear message per tweet
+- Hashtags: 1-2 max (0 is often better for ads)
+- Threads can work for consideration-stage content
+
+---
+
+## Character Counting Tips
+
+- **Spaces count** as characters on all platforms
+- **Emojis** count as 1-2 characters depending on platform
+- **Special characters** (|, &, etc.) count as 1 character
+- **URLs** in body text count against limits
+- **Dynamic keyword insertion** (`{KeyWord:default}`) can exceed limits — set safe defaults
+- Always verify in the platform's ad preview before launching
+
+---
+
+## Multi-Platform Creative Adaptation
+
+When creating for multiple platforms simultaneously, start with the most restrictive format:
+
+1. **Google Search headlines** (30 chars) — forces the tightest messaging
+2. **Expand to Meta headlines** (40 chars) — add a word or two
+3. **Expand to LinkedIn intro text** (150 chars) — add context and proof
+4. **Expand to Meta primary text** (125+ chars) — full hook and value prop
+
+This cascading approach ensures your core message works everywhere, then gets enriched for platforms that allow more space.
@@ -0,0 +1,317 @@
+---
+name: ads
+description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro."
+metadata:
+  version: 2.0.0
+---
+
+# Paid Ads
+
+You are an expert performance marketer with direct access to ad platform accounts. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Campaign Goals
+- What's the primary objective? (Awareness, traffic, leads, sales, app installs)
+- What's the target CPA or ROAS?
+- What's the monthly/weekly budget?
+- Any constraints? (Brand guidelines, compliance, geographic)
+
+### 2. Product & Offer
+- What are you promoting? (Product, free trial, lead magnet, demo)
+- What's the landing page URL?
+- What makes this offer compelling?
+
+### 3. Audience
+- Who is the ideal customer?
+- What problem does your product solve for them?
+- What are they searching for or interested in?
+- Do you have existing customer data for lookalikes?
+
+### 4. Current State
+- Have you run ads before? What worked/didn't?
+- Do you have existing pixel/conversion data?
+- What's your current funnel conversion rate?
+
+---
+
+## Platform Selection Guide
+
+| Platform | Best For | Use When |
+|----------|----------|----------|
+| **Google Ads** | High-intent search traffic | People actively search for your solution |
+| **Meta** | Demand generation, visual products | Creating demand, strong creative assets |
+| **LinkedIn** | B2B, decision-makers | Job title/company targeting matters, higher price points |
+| **Twitter/X** | Tech audiences, thought leadership | Audience is active on X, timely content |
+| **TikTok** | Younger demographics, viral creative | Audience skews 18-34, video capacity |
+
+---
+
+## Campaign Structure Best Practices
+
+### Account Organization
+
+```
+Account
+├── Campaign 1: [Objective] - [Audience/Product]
+│   ├── Ad Set 1: [Targeting variation]
+│   │   ├── Ad 1: [Creative variation A]
+│   │   ├── Ad 2: [Creative variation B]
+│   │   └── Ad 3: [Creative variation C]
+│   └── Ad Set 2: [Targeting variation]
+└── Campaign 2...
+```
+
+### Naming Conventions
+
+```
+[Platform]_[Objective]_[Audience]_[Offer]_[Date]
+
+Examples:
+META_Conv_Lookalike-Customers_FreeTrial_2024Q1
+GOOG_Search_Brand_Demo_Ongoing
+LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24
+```
+
+### Budget Allocation
+
+**Testing phase (first 2-4 weeks):**
+- 70% to proven/safe campaigns
+- 30% to testing new audiences/creative
+
+**Scaling phase:**
+- Consolidate budget into winning combinations
+- Increase budgets 20-30% at a time
+- Wait 3-5 days between increases for algorithm learning
+
+---
+
+## Ad Copy Frameworks
+
+### Key Formulas
+
+**Problem-Agitate-Solve (PAS):**
+> [Problem] → [Agitate the pain] → [Introduce solution] → [CTA]
+
+**Before-After-Bridge (BAB):**
+> [Current painful state] → [Desired future state] → [Your product as bridge]
+
+**Social Proof Lead:**
+> [Impressive stat or testimonial] → [What you do] → [CTA]
+
+**For detailed templates and headline formulas**: See [references/ad-copy-templates.md](references/ad-copy-templates.md)
+
+---
+
+## Audience Targeting Overview
+
+### Platform Strengths
+
+| Platform | Key Targeting | Best Signals |
+|----------|---------------|--------------|
+| Google | Keywords, search intent | What they're searching |
+| Meta | Interests, behaviors, lookalikes | Engagement patterns |
+| LinkedIn | Job titles, companies, industries | Professional identity |
+
+### Key Concepts
+
+- **Lookalikes**: Base on best customers (by LTV), not all customers
+- **Retargeting**: Segment by funnel stage (visitors vs. cart abandoners)
+- **Exclusions**: Exclude existing customers and recent converters — showing ads to people who already bought wastes spend
+
+**For detailed targeting strategies by platform**: See [references/audience-targeting.md](references/audience-targeting.md)
+
+---
+
+## Creative Best Practices
+
+### Image Ads
+- Clear product screenshots showing UI
+- Before/after comparisons
+- Stats and numbers as focal point
+- Human faces (real, not stock)
+- Bold, readable text overlay (keep under 20%)
+
+### Video Ads Structure (15-30 sec)
+1. Hook (0-3 sec): Pattern interrupt, question, or bold statement
+2. Problem (3-8 sec): Relatable pain point
+3. Solution (8-20 sec): Show product/benefit
+4. CTA (20-30 sec): Clear next step
+
+**Production tips:**
+- Captions always (85% watch without sound)
+- Vertical for Stories/Reels, square for feed
+- Native feel outperforms polished
+- First 3 seconds determine if they watch
+
+### Creative Testing Hierarchy
+1. Concept/angle (biggest impact)
+2. Hook/headline
+3. Visual style
+4. Body copy
+5. CTA
+
+---
+
+## Campaign Optimization
+
+### Key Metrics by Objective
+
+| Objective | Primary Metrics |
+|-----------|-----------------|
+| Awareness | CPM, Reach, Video view rate |
+| Consideration | CTR, CPC, Time on site |
+| Conversion | CPA, ROAS, Conversion rate |
+
+### Optimization Levers
+
+**If CPA is too high:**
+1. Check landing page (is the problem post-click?)
+2. Tighten audience targeting
+3. Test new creative angles
+4. Improve ad relevance/quality score
+5. Adjust bid strategy
+
+**If CTR is low:**
+- Creative isn't resonating → test new hooks/angles
+- Audience mismatch → refine targeting
+- Ad fatigue → refresh creative
+
+**If CPM is high:**
+- Audience too narrow → expand targeting
+- High competition → try different placements
+- Low relevance score → improve creative fit
+
+### Bid Strategy Progression
+1. Start with manual or cost caps
+2. Gather conversion data (50+ conversions)
+3. Switch to automated with targets based on historical data
+4. Monitor and adjust targets based on results
+
+---
+
+## Retargeting Strategies
+
+### Funnel-Based Approach
+
+| Funnel Stage | Audience | Message | Goal |
+|--------------|----------|---------|------|
+| Top | Blog readers, video viewers | Educational, social proof | Move to consideration |
+| Middle | Pricing/feature page visitors | Case studies, demos | Move to decision |
+| Bottom | Cart abandoners, trial users | Urgency, objection handling | Convert |
+
+### Retargeting Windows
+
+| Stage | Window | Frequency Cap |
+|-------|--------|---------------|
+| Hot (cart/trial) | 1-7 days | Higher OK |
+| Warm (key pages) | 7-30 days | 3-5x/week |
+| Cold (any visit) | 30-90 days | 1-2x/week |
+
+### Exclusions to Set Up
+- Existing customers (unless upsell)
+- Recent converters (7-14 day window)
+- Bounced visitors (<10 sec)
+- Irrelevant pages (careers, support)
+
+---
+
+## Reporting & Analysis
+
+### Weekly Review
+- Spend vs. budget pacing
+- CPA/ROAS vs. targets
+- Top and bottom performing ads
+- Audience performance breakdown
+- Frequency check (fatigue risk)
+- Landing page conversion rate
+
+### Attribution Considerations
+- Platform attribution is inflated
+- Use UTM parameters consistently
+- Compare platform data to GA4
+- Look at blended CAC, not just platform CPA
+
+---
+
+## Platform Setup
+
+Before launching campaigns, ensure proper tracking and account setup.
+
+**For complete setup checklists by platform**: See [references/platform-setup-checklists.md](references/platform-setup-checklists.md)
+
+**For conversion pixel installation and event setup**: See [references/conversion-tracking.md](references/conversion-tracking.md)
+
+### Universal Pre-Launch Checklist
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly
+- [ ] Targeting matches intended audience
+
+---
+
+## Common Mistakes to Avoid
+
+### Strategy
+- Launching without conversion tracking
+- Too many campaigns (fragmenting budget)
+- Not giving algorithms enough learning time
+- Optimizing for wrong metric
+
+### Targeting
+- Audiences too narrow or too broad
+- Not excluding existing customers
+- Overlapping audiences competing
+
+### Creative
+- Only one ad per ad set
+- Not refreshing creative (fatigue)
+- Mismatch between ad and landing page
+
+### Budget
+- Spreading too thin across campaigns
+- Making big budget changes (disrupts learning)
+- Stopping campaigns during learning phase
+
+---
+
+## Task-Specific Questions
+
+1. What platform(s) are you currently running or want to start with?
+2. What's your monthly ad budget?
+3. What does a successful conversion look like (and what's it worth)?
+4. Do you have existing creative assets or need to create them?
+5. What landing page will ads point to?
+6. Do you have pixel/conversion tracking set up?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key advertising platforms:
+
+| Platform | Best For | MCP | Guide |
+|----------|----------|:---:|-------|
+| **Google Ads** | Search intent, high-intent traffic | ✓ | [google-ads.md](../../tools/integrations/google-ads.md) |
+| **Meta Ads** | Demand gen, visual products, B2C | - | [meta-ads.md](../../tools/integrations/meta-ads.md) |
+| **LinkedIn Ads** | B2B, job title targeting | - | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
+| **TikTok Ads** | Younger demographics, video | - | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
+
+For tracking setup, see [references/conversion-tracking.md](references/conversion-tracking.md), [ga4.md](../../tools/integrations/ga4.md), [segment.md](../../tools/integrations/segment.md)
+
+---
+
+## Related Skills
+
+- **ad-creative**: For generating and iterating ad headlines, descriptions, and creative at scale
+- **copywriting**: For landing page copy that converts ad traffic
+- **analytics**: For proper conversion tracking setup
+- **ab-testing**: For landing page testing to improve ROAS
+- **cro**: For optimizing post-click conversion rates
@@ -0,0 +1,90 @@
+{
+  "skill_name": "ads",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Help me plan a paid advertising strategy. We're a B2B SaaS tool for HR teams, selling at $99/month per seat. We have $15k/month to spend on ads and want to generate demo requests. Where should we advertise?",
+      "expected_output": "Should check for product-marketing.md first. Should apply the platform selection guide based on B2B, HR audience, $99/month price point. Should recommend LinkedIn (B2B targeting by job title/industry), Google Ads (search intent for HR software keywords), and potentially Meta (retargeting). Should recommend campaign structure with naming conventions. Should define audience targeting strategy for each platform. Should set budget allocation across platforms. Should define success metrics and attribution approach. Should recommend starting structure and scaling plan.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Applies platform selection guide",
+        "Recommends platforms appropriate for B2B HR audience",
+        "Recommends campaign structure with naming conventions",
+        "Defines audience targeting per platform",
+        "Sets budget allocation across platforms",
+        "Defines success metrics",
+        "Recommends starting structure and scaling plan"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Our Google Ads CPC is $12 and our cost per lead is $180. Is that good? We're getting about 80 leads/month from a $15k budget.",
+      "expected_output": "Should evaluate the metrics in context. Should assess: $12 CPC for B2B (reasonable depending on industry), $180 CPL (depends on LTV — need to compare against customer lifetime value), 80 leads/month from $15k (math checks out). Should apply the campaign optimization framework: check quality score, search term relevance, landing page conversion rate, negative keywords. Should recommend specific optimization levers to reduce CPC and CPL. Should frame performance against industry benchmarks if applicable. Should ask about downstream conversion rates (lead → demo → customer).",
+      "assertions": [
+        "Evaluates metrics in context",
+        "Compares CPL against LTV considerations",
+        "Applies campaign optimization framework",
+        "Recommends specific optimization levers",
+        "Asks about downstream conversion rates",
+        "Provides industry context for benchmarking"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "we want to run retargeting ads for people who visited our site but didn't convert. how should we set this up?",
+      "expected_output": "Should trigger on casual phrasing. Should apply the retargeting strategies section, specifically the funnel-based approach. Should recommend audience segments: all visitors (broad), pricing page visitors (high intent), blog readers (lower intent), and cart/signup abandoners (highest intent). Should recommend different messaging and offers for each segment. Should address frequency capping to avoid ad fatigue. Should recommend retargeting platforms (Meta, Google Display, LinkedIn). Should include duration windows for each audience.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Applies funnel-based retargeting approach",
+        "Recommends audience segments by intent level",
+        "Recommends different messaging per segment",
+        "Addresses frequency capping",
+        "Recommends retargeting platforms",
+        "Includes audience duration windows"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Should we advertise on TikTok? We sell accounting software to small businesses. Our current ads are on Google and Meta.",
+      "expected_output": "Should apply the platform selection guide for TikTok specifically. Should evaluate TikTok fit for accounting software + small business audience: likely a weaker fit than Google/Meta for this category (lower purchase intent, younger skewing audience, less B2B targeting). Should discuss when TikTok CAN work for B2B (brand awareness, creative content, younger business owners). Should provide an honest recommendation with caveats. Should suggest a small test budget approach if they want to try.",
+      "assertions": [
+        "Applies platform selection guide for TikTok",
+        "Evaluates fit for accounting + small business audience",
+        "Provides honest assessment of likely weaker fit",
+        "Discusses when TikTok can work for B2B",
+        "Suggests small test budget if proceeding",
+        "Compares to their existing Google/Meta performance"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "How do we structure our Google Ads campaigns? We have 50+ keywords we want to target for our CRM product.",
+      "expected_output": "Should apply the campaign structure and naming conventions framework. Should recommend organizing campaigns by theme/intent (brand, competitor, product features, pain points). Should recommend ad group structure (tightly themed, 5-15 keywords per group). Should define naming conventions for campaigns and ad groups. Should recommend match types strategy. Should include negative keyword lists. Should provide a sample campaign structure.",
+      "assertions": [
+        "Applies campaign structure framework",
+        "Organizes campaigns by theme/intent",
+        "Recommends tight ad group structure",
+        "Defines naming conventions",
+        "Recommends match types strategy",
+        "Includes negative keyword lists",
+        "Provides sample campaign structure"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Can you write some ad copy for our Facebook ads? We need headlines and descriptions for 5 different angles.",
+      "expected_output": "Should recognize this is an ad creative generation task, not campaign strategy. Should defer to or cross-reference the ad-creative skill, which handles platform-specific ad copy generation with character limits, angle-based variation, and batch generation. May provide brief ad copy framework guidance but should make clear that ad-creative is the right skill for generating ad copy at scale.",
+      "assertions": [
+        "Recognizes this as ad creative generation",
+        "References or defers to ad-creative skill",
+        "Does not attempt bulk ad copy generation using campaign strategy patterns"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,207 @@
+# Ad Copy Templates Reference
+
+Detailed formulas and templates for writing high-converting ad copy.
+
+## Contents
+- Primary Text Formulas (Problem-Agitate-Solve, Before-After-Bridge, Social Proof Lead, Feature-Benefit Bridge, Direct Response)
+- Headline Formulas (For Search Ads, For Social Ads)
+- CTA Variations (Soft CTAs, Hard CTAs, Urgency CTAs, Action-Oriented CTAs)
+- Platform-Specific Copy Guidelines (Google Search Ads, Meta Ads, LinkedIn Ads)
+- Copy Testing Priority
+
+## Primary Text Formulas
+
+### Problem-Agitate-Solve (PAS)
+
+```
+[Problem statement]
+[Agitate the pain]
+[Introduce solution]
+[CTA]
+```
+
+**Example:**
+> Spending hours on manual reporting every week?
+> While you're buried in spreadsheets, your competitors are making decisions.
+> [Product] automates your reports in minutes.
+> Start your free trial →
+
+---
+
+### Before-After-Bridge (BAB)
+
+```
+[Current painful state]
+[Desired future state]
+[Your product as the bridge]
+```
+
+**Example:**
+> Before: Chasing down approvals across email, Slack, and spreadsheets.
+> After: Every approval tracked, automated, and on time.
+> [Product] connects your tools and keeps projects moving.
+
+---
+
+### Social Proof Lead
+
+```
+[Impressive stat or testimonial]
+[What you do]
+[CTA]
+```
+
+**Example:**
+> "We cut our reporting time by 75%." — Sarah K., Marketing Director
+> [Product] automates the reports you hate building.
+> See how it works →
+
+---
+
+### Feature-Benefit Bridge
+
+```
+[Feature]
+[So that...]
+[Which means...]
+```
+
+**Example:**
+> Real-time collaboration on documents
+> So your team always works from the latest version
+> Which means no more version confusion or lost work
+
+---
+
+### Direct Response
+
+```
+[Bold claim/outcome]
+[Proof point]
+[CTA with urgency if genuine]
+```
+
+**Example:**
+> Cut your reporting time by 80%
+> Join 5,000+ marketing teams already using [Product]
+> Start free → First month 50% off
+
+---
+
+## Headline Formulas
+
+### For Search Ads
+
+| Formula | Example |
+|---------|---------|
+| [Keyword] + [Benefit] | "Project Management That Teams Actually Use" |
+| [Action] + [Outcome] | "Automate Reports \| Save 10 Hours Weekly" |
+| [Question] | "Tired of Manual Data Entry?" |
+| [Number] + [Benefit] | "500+ Teams Trust [Product] for [Outcome]" |
+| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
+| [Price/Offer] + [Keyword] | "Free Project Management \| No Credit Card" |
+
+### For Social Ads
+
+| Type | Example |
+|------|---------|
+| Outcome hook | "How we 3x'd our conversion rate" |
+| Curiosity hook | "The reporting hack no one talks about" |
+| Contrarian hook | "Why we stopped using [common tool]" |
+| Specificity hook | "The exact template we use for..." |
+| Question hook | "What if you could cut your admin time in half?" |
+| Number hook | "7 ways to improve your workflow today" |
+| Story hook | "We almost gave up. Then we found..." |
+
+---
+
+## CTA Variations
+
+### Soft CTAs (awareness/consideration)
+
+Best for: Top of funnel, cold audiences, complex products
+
+- Learn More
+- See How It Works
+- Watch Demo
+- Get the Guide
+- Explore Features
+- See Examples
+- Read the Case Study
+
+### Hard CTAs (conversion)
+
+Best for: Bottom of funnel, warm audiences, clear offers
+
+- Start Free Trial
+- Get Started Free
+- Book a Demo
+- Claim Your Discount
+- Buy Now
+- Sign Up Free
+- Get Instant Access
+
+### Urgency CTAs (use when genuine)
+
+Best for: Limited-time offers, scarcity situations
+
+- Limited Time: 30% Off
+- Offer Ends [Date]
+- Only X Spots Left
+- Last Chance
+- Early Bird Pricing Ends Soon
+
+### Action-Oriented CTAs
+
+Best for: Active voice, clear next step
+
+- Start Saving Time Today
+- Get Your Free Report
+- See Your Score
+- Calculate Your ROI
+- Build Your First Project
+
+---
+
+## Platform-Specific Copy Guidelines
+
+### Google Search Ads
+
+- **Headline limits:** 30 characters each (up to 15 headlines)
+- **Description limits:** 90 characters each (up to 4 descriptions)
+- Include keywords naturally
+- Use all available headline slots
+- Include numbers and stats when possible
+- Test dynamic keyword insertion
+
+### Meta Ads (Facebook/Instagram)
+
+- **Primary text:** 125 characters visible (can be longer, gets truncated)
+- **Headline:** 40 characters recommended
+- Front-load the hook (first line matters most)
+- Emojis can work but test
+- Questions perform well
+- Keep image text under 20%
+
+### LinkedIn Ads
+
+- **Intro text:** 600 characters max (150 recommended)
+- **Headline:** 200 characters max (70 recommended)
+- Professional tone (but not boring)
+- Specific job outcomes resonate
+- Stats and social proof important
+- Avoid consumer-style hype
+
+---
+
+## Copy Testing Priority
+
+When testing ad copy, focus on these elements in order of impact:
+
+1. **Hook/angle** (biggest impact on performance)
+2. **Headline**
+3. **Primary benefit**
+4. **CTA**
+5. **Supporting proof points**
+
+Test one element at a time for clean data.
@@ -0,0 +1,243 @@
+# Audience Targeting Reference
+
+Detailed targeting strategies for each major ad platform.
+
+## Contents
+- Google Ads Audiences (Search Campaign Targeting, Display/YouTube Targeting)
+- Meta Audiences (Core Audiences, Custom Audiences, Lookalike Audiences)
+- LinkedIn Audiences (Job-Based Targeting, Company-Based Targeting, High-Performing Combinations)
+- Twitter/X Audiences
+- TikTok Audiences
+- Audience Size Guidelines
+- Exclusion Strategy
+
+## Google Ads Audiences
+
+### Search Campaign Targeting
+
+**Keywords:**
+- Exact match: [keyword] — most precise, lower volume
+- Phrase match: "keyword" — moderate precision and volume
+- Broad match: keyword — highest volume, use with smart bidding
+
+**Audience layering:**
+- Add audiences in "observation" mode first
+- Analyze performance by audience
+- Switch to "targeting" mode for high performers
+
+**RLSA (Remarketing Lists for Search Ads):**
+- Bid higher on past visitors searching your terms
+- Show different ads to returning searchers
+- Exclude converters from prospecting campaigns
+
+### Display/YouTube Targeting
+
+**Custom intent audiences:**
+- Based on recent search behavior
+- Create from your converting keywords
+- High intent, good for prospecting
+
+**In-market audiences:**
+- People actively researching solutions
+- Pre-built by Google
+- Layer with demographics for precision
+
+**Affinity audiences:**
+- Based on interests and habits
+- Better for awareness
+- Broad but can exclude irrelevant
+
+**Customer match:**
+- Upload email lists
+- Retarget existing customers
+- Create lookalikes from best customers
+
+**Similar/lookalike audiences:**
+- Based on your customer match lists
+- Expand reach while maintaining relevance
+- Best when source list is high-quality customers
+
+---
+
+## Meta Audiences
+
+### Core Audiences (Interest/Demographic)
+
+**Interest targeting tips:**
+- Layer interests with AND logic for precision
+- Use Audience Insights to research interests
+- Start broad, let algorithm optimize
+- Exclude existing customers always
+
+**Demographic targeting:**
+- Age and gender (if product-specific)
+- Location (down to zip/postal code)
+- Language
+- Education and work (limited data now)
+
+**Behavior targeting:**
+- Purchase behavior
+- Device usage
+- Travel patterns
+- Life events
+
+### Custom Audiences
+
+**Website visitors:**
+- All visitors (last 180 days max)
+- Specific page visitors
+- Time on site thresholds
+- Frequency (visited X times)
+
+**Customer list:**
+- Upload emails/phone numbers
+- Match rate typically 30-70%
+- Refresh regularly for accuracy
+
+**Engagement audiences:**
+- Video viewers (25%, 50%, 75%, 95%)
+- Page/profile engagers
+- Form openers
+- Instagram engagers
+
+**App activity:**
+- App installers
+- In-app events
+- Purchase events
+
+### Lookalike Audiences
+
+**Source audience quality matters:**
+- Use high-LTV customers, not all customers
+- Purchasers > leads > all visitors
+- Minimum 100 source users, ideally 1,000+
+
+**Size recommendations:**
+- 1% — most similar, smallest reach
+- 1-3% — good balance for most
+- 3-5% — broader, good for scale
+- 5-10% — very broad, awareness only
+
+**Layering strategies:**
+- Lookalike + interest = more precision early
+- Test lookalike-only as you scale
+- Exclude the source audience
+
+---
+
+## LinkedIn Audiences
+
+### Job-Based Targeting
+
+**Job titles:**
+- Be specific (CMO vs. "Marketing")
+- LinkedIn normalizes titles, but verify
+- Stack related titles
+- Exclude irrelevant titles
+
+**Job functions:**
+- Broader than titles
+- Combine with seniority level
+- Good for awareness campaigns
+
+**Seniority levels:**
+- Entry, Senior, Manager, Director, VP, CXO, Partner
+- Layer with function for precision
+
+**Skills:**
+- Self-reported, less reliable
+- Good for technical roles
+- Use as expansion layer
+
+### Company-Based Targeting
+
+**Company size:**
+- 1-10, 11-50, 51-200, 201-500, 501-1000, 1001-5000, 5000+
+- Key filter for B2B
+
+**Industry:**
+- Based on company classification
+- Can be broad, layer with other criteria
+
+**Company names (ABM):**
+- Upload target account list
+- Minimum 300 companies recommended
+- Match rate varies
+
+**Company growth rate:**
+- Hiring rapidly = budget available
+- Good signal for timing
+
+### High-Performing Combinations
+
+| Use Case | Targeting Combination |
+|----------|----------------------|
+| Enterprise sales | Company size 1000+ + VP/CXO + Industry |
+| SMB sales | Company size 11-200 + Manager/Director + Function |
+| Developer tools | Skills + Job function + Company type |
+| ABM campaigns | Company list + Decision-maker titles |
+| Broad awareness | Industry + Seniority + Geography |
+
+---
+
+## Twitter/X Audiences
+
+### Targeting options:
+- Follower lookalikes (accounts similar to followers of X)
+- Interest categories
+- Keywords (in tweets)
+- Conversation topics
+- Events
+- Tailored audiences (your lists)
+
+### Best practices:
+- Follower lookalikes of relevant accounts work well
+- Keyword targeting catches active conversations
+- Lower CPMs than LinkedIn/Meta
+- Less precise, better for awareness
+
+---
+
+## TikTok Audiences
+
+### Targeting options:
+- Demographics (age, gender, location)
+- Interests (TikTok's categories)
+- Behaviors (video interactions)
+- Device (iOS/Android, connection type)
+- Custom audiences (pixel, customer file)
+- Lookalike audiences
+
+### Best practices:
+- Younger skew (18-34 primarily)
+- Interest targeting is broad
+- Creative matters more than targeting
+- Let algorithm optimize with broad targeting
+
+---
+
+## Audience Size Guidelines
+
+| Platform | Minimum Recommended | Ideal Range |
+|----------|-------------------|-------------|
+| Google Search | 1,000+ searches/mo | 5,000-50,000 |
+| Google Display | 100,000+ | 500K-5M |
+| Meta | 100,000+ | 500K-10M |
+| LinkedIn | 50,000+ | 100K-500K |
+| Twitter/X | 50,000+ | 100K-1M |
+| TikTok | 100,000+ | 1M+ |
+
+Too narrow = expensive, slow learning
+Too broad = wasted spend, poor relevance
+
+---
+
+## Exclusion Strategy
+
+Always exclude:
+- Existing customers (unless upsell)
+- Recent converters (7-14 days)
+- Bounced visitors (<10 sec)
+- Employees (by company or email list)
+- Irrelevant page visitors (careers, support)
+- Competitors (if identifiable)
@@ -0,0 +1,361 @@
+# Conversion Tracking Setup
+
+How to set up conversion tracking pixels across ad platforms. This guide covers installation, event configuration, and validation — everything a marketer needs to ensure ad spend is properly attributed.
+
+---
+
+## Why This Matters
+
+Without conversion tracking:
+- Ad platforms can't optimize for your actual goals
+- You're flying blind on ROAS and CPA
+- Retargeting audiences can't be built
+- You'll waste budget on impressions that don't convert
+
+Get tracking right before spending a dollar on ads.
+
+---
+
+## Platform Pixels Overview
+
+| Platform | Pixel/Tag Name | Events API | Key Events |
+|----------|---------------|:----------:|------------|
+| **Google Ads** | Google tag (gtag.js) | Enhanced Conversions | purchase, sign_up, generate_lead |
+| **Meta** | Meta Pixel + CAPI | Conversions API | Purchase, Lead, ViewContent, AddToCart |
+| **LinkedIn** | Insight Tag | Conversions API | conversion (URL or event-based) |
+| **TikTok** | TikTok Pixel | Events API | Purchase, ViewContent, AddToCart, CompleteRegistration |
+| **Twitter/X** | Twitter Pixel | - | Purchase, SignUp, Download |
+
+---
+
+## Google Ads
+
+### Install the Google tag
+
+Add to every page, in `<head>`:
+
+```html
+<script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXXXXX"></script>
+<script>
+  window.dataLayer = window.dataLayer || [];
+  function gtag(){dataLayer.push(arguments);}
+  gtag('js', new Date());
+  gtag('config', 'AW-XXXXXXXXX');
+</script>
+```
+
+Replace `AW-XXXXXXXXX` with your Conversion ID from Google Ads > Tools > Conversions.
+
+### Set up conversion actions
+
+In Google Ads > Goals > Conversions > New conversion action:
+
+| Conversion | Category | Value | Count |
+|-----------|----------|-------|-------|
+| Purchase | Purchase | Dynamic (order value) | Every |
+| Sign up / Lead | Sign-up | Fixed ($X estimated value) | One |
+| Demo request | Lead | Fixed ($X estimated value) | One |
+| Free trial start | Sign-up | Fixed ($X estimated value) | One |
+
+### Fire conversion events
+
+```javascript
+// Purchase
+gtag('event', 'conversion', {
+  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
+  'value': 99.00,
+  'currency': 'USD',
+  'transaction_id': 'ORDER-123'
+});
+
+// Lead / Sign up
+gtag('event', 'conversion', {
+  'send_to': 'AW-XXXXXXXXX/CONVERSION_LABEL',
+  'value': 50.00,
+  'currency': 'USD'
+});
+```
+
+### Enhanced Conversions
+
+Sends hashed first-party data (email, phone) to improve attribution after cookie restrictions. Enable in Google Ads > Goals > Settings > Enhanced conversions.
+
+```javascript
+gtag('set', 'user_data', {
+  'email': 'user@example.com',      // auto-hashed by gtag
+  'phone_number': '+11234567890'
+});
+```
+
+### Google Tag Manager alternative
+
+If using GTM instead of inline gtag.js:
+1. Install GTM container on all pages
+2. Create Google Ads conversion tags in GTM
+3. Set triggers for conversion events (form submissions, purchases)
+4. Use the Data Layer to pass dynamic values (order amount, transaction ID)
+5. Test with GTM Preview mode before publishing
+
+---
+
+## Meta (Facebook/Instagram)
+
+### Install the Meta Pixel
+
+Add to every page, in `<head>`:
+
+```html
+<script>
+  !function(f,b,e,v,n,t,s)
+  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
+  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
+  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
+  n.queue=[];t=b.createElement(e);t.async=!0;
+  t.src=v;s=b.getElementsByTagName(e)[0];
+  s.parentNode.insertBefore(t,s)}(window, document,'script',
+  'https://connect.facebook.net/en_US/fbevents.js');
+  fbq('init', 'YOUR_PIXEL_ID');
+  fbq('track', 'PageView');
+</script>
+```
+
+Replace `YOUR_PIXEL_ID` from Meta Events Manager.
+
+### Standard events
+
+```javascript
+// View a product or key page
+fbq('track', 'ViewContent', {
+  content_name: 'Pro Plan',
+  content_category: 'Pricing',
+  value: 29.00,
+  currency: 'USD'
+});
+
+// Lead capture (form submit, demo request)
+fbq('track', 'Lead', {
+  content_name: 'Demo Request',
+  value: 50.00,
+  currency: 'USD'
+});
+
+// Purchase
+fbq('track', 'Purchase', {
+  value: 99.00,
+  currency: 'USD',
+  content_type: 'product',
+  contents: [{ id: 'pro-plan', quantity: 1 }]
+});
+
+// Add to cart (e-commerce)
+fbq('track', 'AddToCart', {
+  content_ids: ['SKU-123'],
+  content_type: 'product',
+  value: 49.00,
+  currency: 'USD'
+});
+```
+
+### Conversions API (CAPI)
+
+Server-side tracking that works alongside the pixel. Required for accurate tracking after iOS 14+ and cookie restrictions.
+
+Set up via:
+- **Direct integration** — send events from your server to Meta's API
+- **Partner integrations** — Shopify, WooCommerce, Segment, etc. have built-in CAPI support
+- **Conversions API Gateway** — Meta's managed solution via AWS
+
+Key: send the same events from both pixel (browser) AND CAPI (server), with a shared `event_id` for deduplication.
+
+### Aggregated Event Measurement
+
+Required for iOS 14+ tracking. In Events Manager > Aggregated Event Measurement:
+1. Verify your domain
+2. Configure and prioritize your top 8 events in order of business importance
+3. Purchase should typically be #1, Lead #2
+
+---
+
+## LinkedIn
+
+### Install the Insight Tag
+
+Add to every page, before `</body>`:
+
+```html
+<script type="text/javascript">
+  _linkedin_partner_id = "YOUR_PARTNER_ID";
+  window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || [];
+  window._linkedin_data_partner_ids.push(_linkedin_partner_id);
+  (function(l) {
+    if (!l){window.lintrk = function(a,b){window.lintrk.q.push([a,b])};
+    window.lintrk.q=[]}
+    var s = document.getElementsByTagName("script")[0];
+    var b = document.createElement("script");
+    b.type = "text/javascript";b.async = true;
+    b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js";
+    s.parentNode.insertBefore(b, s);})(window.lintrk);
+</script>
+```
+
+### Conversion tracking
+
+LinkedIn supports two methods:
+
+**URL-based**: Fires when someone visits a specific URL (e.g., `/thank-you`).
+Set up in Campaign Manager > Analyze > Conversion Tracking > Create Conversion.
+
+**Event-based**: Fire manually on specific actions:
+
+```javascript
+window.lintrk('track', { conversion_id: YOUR_CONVERSION_ID });
+```
+
+### LinkedIn CAPI
+
+For server-side tracking, LinkedIn offers a Conversions API. Set up via partner integrations (Segment, Tealium) or direct API calls. Deduplicates with the Insight Tag automatically when configured correctly.
+
+---
+
+## TikTok
+
+### Install the TikTok Pixel
+
+Add to every page, in `<head>`:
+
+```html
+<script>
+  !function (w, d, t) {
+    w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];
+    ttq.methods=["page","track","identify","instances","debug","on","off",
+    "once","ready","alias","group","enableCookie","disableCookie","holdConsent",
+    "revokeConsent","grantConsent"],ttq.setAndDefer=function(t,e)
+    {t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};
+    for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);
+    ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;
+    n<ttq.methods.length;n++)ttq.setAndDefer(e,ttq.methods[n]);return e};
+    ttq.load=function(e,n){var r="https://analytics.tiktok.com/i18n/pixel/events.js",
+    o=n&&n.partner;ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=r,
+    ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},
+    ttq._o[e]=n||{};var s=document.createElement("script");
+    s.type="text/javascript",s.async=!0,s.src=r+"?sdkid="+e+"&lib="+t;
+    var a=document.getElementsByTagName("script")[0];
+    a.parentNode.insertBefore(s,a)};
+    ttq.load('YOUR_PIXEL_ID');
+    ttq.page();
+  }(window, document, 'ttq');
+</script>
+```
+
+### Standard events
+
+```javascript
+// View content
+ttq.track('ViewContent', {
+  content_id: 'pro-plan',
+  content_type: 'product',
+  content_name: 'Pro Plan',
+  value: 29.00,
+  currency: 'USD'
+});
+
+// Complete registration / sign up
+ttq.track('CompleteRegistration', {
+  content_name: 'Free Trial'
+});
+
+// Purchase
+ttq.track('Purchase', {
+  content_id: 'pro-plan',
+  content_type: 'product',
+  value: 99.00,
+  currency: 'USD',
+  quantity: 1
+});
+
+// Add to cart
+ttq.track('AddToCart', {
+  content_id: 'SKU-123',
+  content_type: 'product',
+  value: 49.00,
+  currency: 'USD'
+});
+```
+
+### Events API (server-side)
+
+TikTok's Events API works like Meta's CAPI — send the same events from your server for better attribution. Use `event_id` for deduplication with browser pixel events.
+
+### Advanced Matching
+
+Pass hashed user data for better attribution:
+
+```javascript
+ttq.identify({
+  email: 'user@example.com',       // auto-hashed
+  phone_number: '+11234567890'
+});
+```
+
+---
+
+## Validation Checklist
+
+After installing any pixel, verify before going live:
+
+### Browser-side checks
+
+- [ ] Pixel fires on every page (check via browser extension)
+- [ ] Conversion events fire at the right moment (after confirmed action, not on button click)
+- [ ] Event parameters contain correct values (currency, amount, content IDs)
+- [ ] No duplicate events firing on the same action
+- [ ] Events fire on both desktop and mobile
+
+### Platform-side checks
+
+- [ ] Events appear in the platform's event manager/diagnostics
+- [ ] Test conversions show correct values
+- [ ] Event match quality is acceptable (Meta: score > 6)
+- [ ] Server-side events are deduplicating with browser events (not double-counting)
+
+### Debugging tools
+
+| Platform | Tool |
+|----------|------|
+| Google | Google Tag Assistant, Chrome DevTools Network tab |
+| Meta | Meta Pixel Helper (Chrome extension), Events Manager Test Events |
+| LinkedIn | Insight Tag Validator in Campaign Manager |
+| TikTok | TikTok Pixel Helper (Chrome extension), Events Manager |
+| All | GTM Preview Mode (if using Google Tag Manager) |
+
+---
+
+## Common Mistakes
+
+- **Firing purchase events on button click instead of confirmed payment** — always fire on the success/thank-you page or after server confirmation
+- **Missing deduplication between pixel and server events** — without a shared `event_id`, you'll double-count conversions
+- **Not testing on mobile** — many pixels break on mobile browsers or in-app webviews
+- **Hardcoded test values** — remove test transaction amounts before going live
+- **Forgetting to exclude internal traffic** — your team's visits inflate conversion data
+- **Installing pixels without consent management** — GDPR/CCPA require user consent before firing tracking pixels in applicable regions
+- **Pixel installed but no conversion actions created** — the pixel collects data, but the ad platform won't optimize without defined conversion actions
+
+---
+
+## When to Use Server-Side Tracking
+
+Browser-only tracking is increasingly unreliable due to:
+- iOS 14+ App Tracking Transparency
+- Third-party cookie deprecation
+- Ad blockers (30%+ of tech audiences)
+
+**Use server-side (CAPI/Events API) when:**
+- Running Meta or TikTok ads (strongly recommended)
+- Your audience is tech-savvy (higher ad blocker usage)
+- You need accurate purchase/revenue attribution
+- You're spending >$5K/month on any platform
+
+**Server-side is optional when:**
+- Running Google Ads only (Enhanced Conversions covers most gaps)
+- Low ad spend / testing phase
+- B2B with LinkedIn only (Insight Tag is still reliable)
@@ -0,0 +1,277 @@
+# Platform Setup Checklists
+
+Complete setup checklists for major ad platforms.
+
+## Contents
+- Google Ads Setup (Account Foundation, Conversion Tracking, Analytics Integration, Audience Setup, Campaign Readiness, Ad Extensions, Brand Protection)
+- Meta Ads Setup (Business Manager Foundation, Pixel & Tracking, Domain & Aggregated Events, Audience Setup, Catalog, Creative Assets, Compliance)
+- LinkedIn Ads Setup (Campaign Manager Foundation, Insight Tag & Tracking, Audience Setup, Lead Gen Forms, Document Ads, Creative Assets, Budget Considerations)
+- Twitter/X Ads Setup (Account Foundation, Tracking, Audience Setup, Creative)
+- TikTok Ads Setup (Account Foundation, Pixel & Tracking, Audience Setup, Creative)
+- Universal Pre-Launch Checklist
+
+## Google Ads Setup
+
+### Account Foundation
+
+- [ ] Google Ads account created and verified
+- [ ] Billing information added
+- [ ] Time zone and currency set correctly
+- [ ] Account access granted to team members
+
+### Conversion Tracking
+
+- [ ] Google tag installed on all pages
+- [ ] Conversion actions created (purchase, lead, signup)
+- [ ] Conversion values assigned (if applicable)
+- [ ] Enhanced conversions enabled
+- [ ] Test conversions firing correctly
+- [ ] Import conversions from GA4 (optional)
+
+### Analytics Integration
+
+- [ ] Google Analytics 4 linked
+- [ ] Auto-tagging enabled
+- [ ] GA4 audiences available in Google Ads
+- [ ] Cross-domain tracking set up (if multiple domains)
+
+### Audience Setup
+
+- [ ] Remarketing tag verified
+- [ ] Website visitor audiences created:
+  - All visitors (180 days)
+  - Key page visitors (pricing, demo, features)
+  - Converters (for exclusion)
+- [ ] Customer match lists uploaded
+- [ ] Similar audiences enabled
+
+### Campaign Readiness
+
+- [ ] Negative keyword lists created:
+  - Universal negatives (free, jobs, careers, reviews, complaints)
+  - Competitor negatives (if needed)
+  - Irrelevant industry terms
+- [ ] Location targeting set (include/exclude)
+- [ ] Language targeting set
+- [ ] Ad schedule configured (if B2B, business hours)
+- [ ] Device bid adjustments considered
+
+### Ad Extensions
+
+- [ ] Sitelinks (4-6 relevant pages)
+- [ ] Callouts (key benefits, offers)
+- [ ] Structured snippets (features, types, services)
+- [ ] Call extension (if phone leads valuable)
+- [ ] Lead form extension (if using)
+- [ ] Price extensions (if applicable)
+- [ ] Image extensions (where available)
+
+### Brand Protection
+
+- [ ] Brand campaign running (protect branded terms)
+- [ ] Competitor campaigns considered
+- [ ] Brand terms in negative lists for non-brand campaigns
+
+---
+
+## Meta Ads Setup
+
+### Business Manager Foundation
+
+- [ ] Business Manager created
+- [ ] Business verified (if running certain ad types)
+- [ ] Ad account created within Business Manager
+- [ ] Payment method added
+- [ ] Team access configured with proper roles
+
+### Pixel & Tracking
+
+- [ ] Meta Pixel installed on all pages
+- [ ] Standard events configured:
+  - PageView (automatic)
+  - ViewContent (product/feature pages)
+  - Lead (form submissions)
+  - Purchase (conversions)
+  - AddToCart (if e-commerce)
+  - InitiateCheckout (if e-commerce)
+- [ ] Conversions API (CAPI) set up for server-side tracking
+- [ ] Event Match Quality score > 6
+- [ ] Test events in Events Manager
+
+### Domain & Aggregated Events
+
+- [ ] Domain verified in Business Manager
+- [ ] Aggregated Event Measurement configured
+- [ ] Top 8 events prioritized in order of importance
+- [ ] Web events prioritized for iOS 14+ tracking
+
+### Audience Setup
+
+- [ ] Custom audiences created:
+  - Website visitors (all, 30/60/90/180 days)
+  - Key page visitors
+  - Video viewers (25%, 50%, 75%, 95%)
+  - Page/Instagram engagers
+  - Customer list uploaded
+- [ ] Lookalike audiences created (1%, 1-3%)
+- [ ] Saved audiences for common targeting
+
+### Catalog (E-commerce)
+
+- [ ] Product catalog connected
+- [ ] Product feed updating correctly
+- [ ] Catalog sales campaigns enabled
+- [ ] Dynamic product ads configured
+
+### Creative Assets
+
+- [ ] Images in correct sizes:
+  - Feed: 1080x1080 (1:1)
+  - Stories/Reels: 1080x1920 (9:16)
+  - Landscape: 1200x628 (1.91:1)
+- [ ] Videos in correct formats
+- [ ] Ad copy variations ready
+- [ ] UTM parameters in all destination URLs
+
+### Compliance
+
+- [ ] Special Ad Categories declared (if housing, credit, employment, politics)
+- [ ] Landing page complies with Meta policies
+- [ ] No prohibited content in ads
+
+---
+
+## LinkedIn Ads Setup
+
+### Campaign Manager Foundation
+
+- [ ] Campaign Manager account created
+- [ ] Company Page connected
+- [ ] Billing information added
+- [ ] Team access configured
+
+### Insight Tag & Tracking
+
+- [ ] LinkedIn Insight Tag installed on all pages
+- [ ] Tag verified and firing
+- [ ] Conversion tracking configured:
+  - URL-based conversions
+  - Event-specific conversions
+- [ ] Conversion values set (if applicable)
+
+### Audience Setup
+
+- [ ] Matched Audiences created:
+  - Website retargeting audiences
+  - Company list uploaded (for ABM)
+  - Contact list uploaded
+- [ ] Lookalike audiences created
+- [ ] Saved audiences for common targeting
+
+### Lead Gen Forms (if using)
+
+- [ ] Lead gen form templates created
+- [ ] Form fields selected (minimize for conversion)
+- [ ] Privacy policy URL added
+- [ ] Thank you message configured
+- [ ] CRM integration set up (or CSV export process)
+
+### Document Ads (if using)
+
+- [ ] Documents uploaded (PDF, PowerPoint)
+- [ ] Gating configured (full gate or preview)
+- [ ] Lead gen form connected
+
+### Creative Assets
+
+- [ ] Single image ads: 1200x627 (1.91:1) or 1080x1080 (1:1)
+- [ ] Carousel images ready
+- [ ] Video specs met (if using)
+- [ ] Ad copy within character limits:
+  - Intro text: 600 max, 150 recommended
+  - Headline: 200 max, 70 recommended
+
+### Budget Considerations
+
+- [ ] Budget realistic for LinkedIn CPCs ($8-15+ typical)
+- [ ] Audience size validated (50K+ recommended)
+- [ ] Daily vs. lifetime budget decided
+- [ ] Bid strategy selected
+
+---
+
+## Twitter/X Ads Setup
+
+### Account Foundation
+
+- [ ] Ads account created
+- [ ] Payment method added
+- [ ] Account verified (if required)
+
+### Tracking
+
+- [ ] Twitter Pixel installed
+- [ ] Conversion events created
+- [ ] Website tag verified
+
+### Audience Setup
+
+- [ ] Tailored audiences created:
+  - Website visitors
+  - Customer lists
+- [ ] Follower lookalikes identified
+- [ ] Interest and keyword targets researched
+
+### Creative
+
+- [ ] Tweet copy within 280 characters
+- [ ] Images: 1200x675 (1.91:1) or 1200x1200 (1:1)
+- [ ] Video specs met (if using)
+- [ ] Cards configured (website, app, etc.)
+
+---
+
+## TikTok Ads Setup
+
+### Account Foundation
+
+- [ ] TikTok Ads Manager account created
+- [ ] Business verification completed
+- [ ] Payment method added
+
+### Pixel & Tracking
+
+- [ ] TikTok Pixel installed
+- [ ] Events configured (ViewContent, Purchase, etc.)
+- [ ] Events API set up (recommended)
+
+### Audience Setup
+
+- [ ] Custom audiences created
+- [ ] Lookalike audiences created
+- [ ] Interest categories identified
+
+### Creative
+
+- [ ] Vertical video (9:16) ready
+- [ ] Native-feeling content (not too polished)
+- [ ] First 3 seconds are compelling hooks
+- [ ] Captions added (most watch without sound)
+- [ ] Music/sounds selected (licensed if needed)
+
+---
+
+## Universal Pre-Launch Checklist
+
+Before launching any campaign:
+
+- [ ] Conversion tracking tested with real conversion
+- [ ] Landing page loads fast (<3 sec)
+- [ ] Landing page mobile-friendly
+- [ ] UTM parameters working
+- [ ] Budget set correctly (daily vs. lifetime)
+- [ ] Start/end dates correct
+- [ ] Targeting matches intended audience
+- [ ] Ad creative approved
+- [ ] Team notified of launch
+- [ ] Reporting dashboard ready
@@ -0,0 +1,485 @@
+---
+name: ai-seo
+description: "When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema."
+metadata:
+  version: 2.0.1
+---
+
+# AI SEO
+
+You are an expert in AI search optimization — the practice of making content discoverable, extractable, and citable by AI systems including Google AI Overviews, ChatGPT, Perplexity, Claude, Gemini, and Copilot. Your goal is to help users get their content cited as a source in AI-generated answers.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Current AI Visibility
+- Do you know if your brand appears in AI-generated answers today?
+- Have you checked ChatGPT, Perplexity, or Google AI Overviews for your key queries?
+- What queries matter most to your business?
+
+### 2. Content & Domain
+- What type of content do you produce? (Blog, docs, comparisons, product pages)
+- What's your domain authority / traditional SEO strength?
+- Do you have existing structured data (schema markup)?
+
+### 3. Goals
+- Get cited as a source in AI answers?
+- Appear in Google AI Overviews for specific queries?
+- Compete with specific brands already getting cited?
+- Optimize existing content or create new AI-optimized content?
+
+### 4. Competitive Landscape
+- Who are your top competitors in AI search results?
+- Are they being cited where you're not?
+
+---
+
+## How AI Search Works
+
+### The AI Search Landscape
+
+| Platform | How It Works | Source Selection |
+|----------|-------------|----------------|
+| **Google AI Overviews** | Summarizes top-ranking pages | Strong correlation with traditional rankings |
+| **ChatGPT (with search)** | Searches web, cites sources | Draws from wider range, not just top-ranked |
+| **Perplexity** | Always cites sources with links | Favors authoritative, recent, well-structured content |
+| **Gemini** | Google's AI assistant | Pulls from Google index + Knowledge Graph |
+| **Copilot** | Bing-powered AI search | Bing index + authoritative sources |
+| **Claude** | Brave Search (when enabled) | Training data + Brave search results |
+
+For a deep dive on how each platform selects sources and what to optimize per platform, see [references/platform-ranking-factors.md](references/platform-ranking-factors.md).
+
+### Key Difference from Traditional SEO
+
+Traditional SEO gets you ranked. AI SEO gets you **cited**.
+
+In traditional search, you need to rank on page 1. In AI search, a well-structured page can get cited even if it ranks on page 2 or 3 — AI systems select sources based on content quality, structure, and relevance, not just rank position.
+
+**Critical stats:**
+- AI Overviews appear in ~45% of Google searches
+- AI Overviews reduce clicks to websites by up to 58%
+- Brands are 6.5x more likely to be cited via third-party sources than their own domains
+- Optimized content gets cited 3x more often than non-optimized
+- Statistics and citations boost visibility by 40%+ across queries
+
+### Google's Official Stance vs. Multi-Platform Reality
+
+This is important to read once before doing anything else.
+
+**Google's position** ([AI features optimization guide](https://developers.google.com/search/docs/fundamentals/ai-optimization-guide)):
+> "The best practices for SEO continue to be relevant because our generative AI features on Google Search are rooted in our core Search ranking and quality systems."
+
+Google explicitly says:
+- **No special markup or files are required** for AI Overviews or AI Mode
+- **Don't chunk content for AI** — write for people, organize with normal headings and paragraphs
+- **Don't write separate content for AI** — that risks "scaled content abuse" spam policy
+- **Helpful, reliable, people-first content** wins — same E-E-A-T standards as regular Search
+- **No AI-specific Search Console reporting** — use standard SEO metrics
+
+**Other AI engines (ChatGPT, Claude, Perplexity, Copilot) behave differently:**
+- They actively reward extractable structure — passages, FAQs, comparison tables, definition blocks
+- They parse `llms.txt`, structured pricing pages, and machine-readable files when present
+- They cite third-party sources (Reddit, Wikipedia, review sites) more heavily than top-ranked pages
+
+**What this means for the work:**
+- The structural patterns in this skill (40–60 word answer blocks, FAQ schema, comparison tables) help **non-Google AI engines** materially. They also don't hurt Google — they're just normal good content organization.
+- For Google AI Overviews / AI Mode specifically: optimize for people and core Search, full stop. Strong E-E-A-T, original information, semantic HTML, clean indexability.
+- For ChatGPT/Claude/Perplexity: layer on the extractable structure + llms.txt + machine-readable files.
+
+When in doubt, default to "write for people, organize for clarity" — that satisfies both camps.
+
+### Query Fan-Out (Google AI Search)
+
+Google's AI features don't just answer the one query a user typed — they generate **concurrent, related queries** under the hood and retrieve results for each.
+
+Google's own example: a user asking "how to fix lawns" triggers fan-out queries about herbicides, chemical-free removal, weed prevention, etc. The AI synthesizes across all of them.
+
+**Implications:**
+- Single-page-per-keyword targeting is less effective. Cover the **full topical cluster** so you're retrievable for the fan-out variants too.
+- Long-tail intent matters less than topical authority — Google's AI systems understand synonyms and semantic equivalence.
+- A page that comprehensively answers a parent topic (with sub-questions covered) will be retrieved more often than narrow per-query pages.
+
+**Action**: when planning content, brainstorm the 5–10 related queries the AI is likely to fan out to and make sure your content (or your site as a whole) covers them.
+
+---
+
+## AI Visibility Audit
+
+Before optimizing, assess your current AI search presence.
+
+### Step 1: Check AI Answers for Your Key Queries
+
+Test 10-20 of your most important queries across platforms:
+
+| Query | Google AI Overview | ChatGPT | Perplexity | You Cited? | Competitors Cited? |
+|-------|:-----------------:|:-------:|:----------:|:----------:|:-----------------:|
+| [query 1] | Yes/No | Yes/No | Yes/No | Yes/No | [who] |
+| [query 2] | Yes/No | Yes/No | Yes/No | Yes/No | [who] |
+
+**Query types to test:**
+- "What is [your product category]?"
+- "Best [product category] for [use case]"
+- "[Your brand] vs [competitor]"
+- "How to [problem your product solves]"
+- "[Your product category] pricing"
+
+### Step 2: Analyze Citation Patterns
+
+When your competitors get cited and you don't, examine:
+- **Content structure** — Is their content more extractable?
+- **Authority signals** — Do they have more citations, stats, expert quotes?
+- **Freshness** — Is their content more recently updated?
+- **Schema markup** — Do they have structured data you're missing?
+- **Third-party presence** — Are they cited via Wikipedia, Reddit, review sites?
+
+### Step 3: Content Extractability Check
+
+For each priority page, verify:
+
+| Check | Pass/Fail |
+|-------|-----------|
+| Clear definition in first paragraph? | |
+| Self-contained answer blocks (work without surrounding context)? | |
+| Statistics with sources cited? | |
+| Comparison tables for "[X] vs [Y]" queries? | |
+| FAQ section with natural-language questions? | |
+| Schema markup (FAQ, HowTo, Article, Product)? | |
+| Expert attribution (author name, credentials)? | |
+| Recently updated (within 6 months)? | |
+| Heading structure matches query patterns? | |
+| AI bots allowed in robots.txt? | |
+
+### Step 4: AI Bot Access Check
+
+Verify your robots.txt allows AI crawlers. Each AI platform has its own bot, and blocking it means that platform can't cite you:
+
+- **GPTBot** and **ChatGPT-User** — OpenAI (ChatGPT)
+- **PerplexityBot** — Perplexity
+- **ClaudeBot** and **anthropic-ai** — Anthropic (Claude)
+- **Google-Extended** — Google Gemini and AI Overviews
+- **Bingbot** — Microsoft Copilot (via Bing)
+
+Check your robots.txt for `Disallow` rules targeting any of these. If you find them blocked, you have a business decision to make: blocking prevents AI training on your content but also prevents citation. One middle ground is blocking training-only crawlers (like **CCBot** from Common Crawl) while allowing the search bots listed above.
+
+See [references/platform-ranking-factors.md](references/platform-ranking-factors.md) for the full robots.txt configuration.
+
+---
+
+## Optimization Strategy
+
+### The Three Pillars
+
+```
+1. Structure (make it extractable)
+2. Authority (make it citable)
+3. Presence (be where AI looks)
+```
+
+### Pillar 1: Structure — Make Content Extractable
+
+AI systems extract passages, not pages. Every key claim should work as a standalone statement.
+
+**Content block patterns:**
+- **Definition blocks** for "What is X?" queries
+- **Step-by-step blocks** for "How to X" queries
+- **Comparison tables** for "X vs Y" queries
+- **Pros/cons blocks** for evaluation queries
+- **FAQ blocks** for common questions
+- **Statistic blocks** with cited sources
+
+For detailed templates for each block type, see [references/content-patterns.md](references/content-patterns.md).
+
+**Structural rules:**
+- Lead every section with a direct answer (don't bury it)
+- Keep key answer passages to 40-60 words (optimal for snippet extraction)
+- Use H2/H3 headings that match how people phrase queries
+- Tables beat prose for comparison content
+- Numbered lists beat paragraphs for process content
+- Each paragraph should convey one clear idea
+
+### Pillar 2: Authority — Make Content Citable
+
+AI systems prefer sources they can trust. Build citation-worthiness.
+
+**The Princeton GEO research** (KDD 2024, studied across Perplexity.ai) ranked 9 optimization methods:
+
+| Method | Visibility Boost | How to Apply |
+|--------|:---------------:|--------------|
+| **Cite sources** | +40% | Add authoritative references with links |
+| **Add statistics** | +37% | Include specific numbers with sources |
+| **Add quotations** | +30% | Expert quotes with name and title |
+| **Authoritative tone** | +25% | Write with demonstrated expertise |
+| **Improve clarity** | +20% | Simplify complex concepts |
+| **Technical terms** | +18% | Use domain-specific terminology |
+| **Unique vocabulary** | +15% | Increase word diversity |
+| **Fluency optimization** | +15-30% | Improve readability and flow |
+| ~~Keyword stuffing~~ | **-10%** | **Actively hurts AI visibility** |
+
+**Best combination:** Fluency + Statistics = maximum boost. Low-ranking sites benefit even more — up to 115% visibility increase with citations.
+
+**Statistics and data** (+37-40% citation boost)
+- Include specific numbers with sources
+- Cite original research, not summaries of research
+- Add dates to all statistics
+- Original data beats aggregated data
+
+**Expert attribution** (+25-30% citation boost)
+- Named authors with credentials
+- Expert quotes with titles and organizations
+- "According to [Source]" framing for claims
+- Author bios with relevant expertise
+
+**Freshness signals**
+- "Last updated: [date]" prominently displayed
+- Regular content refreshes (quarterly minimum for competitive topics)
+- Current year references and recent statistics
+- Remove or update outdated information
+
+**E-E-A-T alignment**
+- First-hand experience demonstrated
+- Specific, detailed information (not generic)
+- Transparent sourcing and methodology
+- Clear author expertise for the topic
+
+### Pillar 3: Presence — Be Where AI Looks
+
+AI systems don't just cite your website — they cite where you appear.
+
+**Third-party sources matter more than your own site:**
+- Wikipedia mentions (7.8% of all ChatGPT citations)
+- Reddit discussions (1.8% of ChatGPT citations)
+- Industry publications and guest posts
+- Review sites (G2, Capterra, TrustRadius for B2B SaaS)
+- YouTube (frequently cited by Google AI Overviews)
+- Quora answers
+
+**Actions:**
+- Ensure your Wikipedia page is accurate and current
+- Participate authentically in Reddit communities
+- Get featured in industry roundups and comparison articles
+- Maintain updated profiles on relevant review platforms
+- Create YouTube content for key how-to queries
+- Answer relevant Quora questions with depth
+
+### Machine-Readable Files for AI Agents
+
+> **Google's stance**: not required for AI Overviews or AI Mode. Their guide explicitly says you don't need new markup, AI files, or markdown to appear in generative AI search.
+>
+> **Why include them anyway**: non-Google AI engines (ChatGPT, Claude, Perplexity) and autonomous buying agents do reward extractable structure. The files below help with those engines without harming Google.
+
+AI agents aren't just answering questions — they're becoming buyers. When an AI agent evaluates tools on behalf of a user, it needs structured, parseable information. If your pricing is locked in a JavaScript-rendered page or a "contact sales" wall, agents will skip you and recommend competitors whose information they can actually read.
+
+Add these machine-readable files to your site root:
+
+**`/pricing.md` or `/pricing.txt`** — Structured pricing data for AI agents
+
+```markdown
+# Pricing — [Your Product Name]
+
+## Free
+- Price: $0/month
+- Limits: 100 emails/month, 1 user
+- Features: Basic templates, API access
+
+## Pro
+- Price: $29/month (billed annually) | $35/month (billed monthly)
+- Limits: 10,000 emails/month, 5 users
+- Features: Custom domains, analytics, priority support
+
+## Enterprise
+- Price: Custom — contact sales@example.com
+- Limits: Unlimited emails, unlimited users
+- Features: SSO, SLA, dedicated account manager
+```
+
+**Why this matters now:**
+- AI agents increasingly compare products programmatically before a human ever visits your site
+- Opaque pricing gets filtered out of AI-mediated buying journeys
+- A simple markdown file is trivially parseable by any LLM — no rendering, no JavaScript, no login walls
+- Same principle as `robots.txt` (for crawlers), `llms.txt` (for AI context), and `AGENTS.md` (for agent capabilities)
+
+**Best practices:**
+- Use consistent units (monthly vs. annual, per-seat vs. flat)
+- Include specific limits and thresholds, not just feature names
+- List what's included at each tier, not just what's different
+- Keep it updated — stale pricing is worse than no file
+- Link to it from your sitemap and main pricing page
+
+**`/llms.txt`** — Context file for AI systems (see [llmstxt.org](https://llmstxt.org))
+
+If you don't have one yet, add an `llms.txt` that gives AI systems a quick overview of what your product does, who it's for, and links to key pages (including your pricing).
+
+### Schema Markup for AI
+
+Structured data helps AI systems understand your content. Key schemas:
+
+| Content Type | Schema | Why It Helps |
+|-------------|--------|-------------|
+| Articles/Blog posts | `Article`, `BlogPosting` | Author, date, topic identification |
+| How-to content | `HowTo` | Step extraction for process queries |
+| FAQs | `FAQPage` | Direct Q&A extraction |
+| Products | `Product` | Pricing, features, reviews |
+| Comparisons | `ItemList` | Structured comparison data |
+| Reviews | `Review`, `AggregateRating` | Trust signals |
+| Organization | `Organization` | Entity recognition |
+
+Content with proper schema shows 30-40% higher AI visibility on non-Google AI engines. **Google's note**: structured data is "not required for generative AI search" but is recommended for overall SEO strategy. For implementation, use the **schema** skill.
+
+---
+
+## Agentic Experiences
+
+Beyond AI search engines summarizing content, autonomous agents are starting to access sites directly — clicking, reading, comparing, even buying on behalf of users. Google's guide flags this as an emerging category to plan for.
+
+**How agents access your site:**
+- **Visual rendering** — they screenshot/read the page like a user would
+- **DOM inspection** — they parse the page's HTML structure
+- **Accessibility tree** — they rely on the same semantic information assistive tech uses (labels, roles, landmarks, headings)
+
+**What to do:**
+- **Render meaningful content without heavy JS gymnastics** — if the page is blank until 4 frameworks finish loading, agents see blank
+- **Semantic HTML** — use `<main>`, `<nav>`, `<article>`, `<button>`, proper heading hierarchy, `alt` text on images
+- **Clean accessibility tree** — every interactive element labelled; ARIA used correctly (or not at all when native HTML suffices)
+- **Stable selectors / predictable layouts** — agents struggle with sites that re-render every interaction
+- **Visible pricing, specs, contact info** — anything an agent would need to make a buying recommendation should be on a public, indexable page (this is where `/pricing.md` and similar files help)
+
+**Emerging — Universal Commerce Protocol (UCP):**
+Google references UCP as a forthcoming protocol that will give agents standardized hooks for commerce interactions (catalog discovery, pricing, checkout). Watch for adoption; for now, the structural recommendations above are the precursor.
+
+For ecom and local business specifically, Google highlights:
+- **Merchant Center feeds** + **Google Business Profile** for product/service visibility in AI Search
+- **Business Agent** for conversational customer engagement (where applicable)
+
+---
+
+## Content Types That Get Cited Most
+
+Not all content is equally citable. Prioritize these formats:
+
+| Content Type | Citation Share | Why AI Cites It |
+|-------------|:------------:|----------------|
+| **Comparison articles** | ~33% | Structured, balanced, high-intent |
+| **Definitive guides** | ~15% | Comprehensive, authoritative |
+| **Original research/data** | ~12% | Unique, citable statistics |
+| **Best-of/listicles** | ~10% | Clear structure, entity-rich |
+| **Product pages** | ~10% | Specific details AI can extract |
+| **How-to guides** | ~8% | Step-by-step structure |
+| **Opinion/analysis** | ~10% | Expert perspective, quotable |
+
+**Underperformers for AI citation:**
+- Generic blog posts without structure
+- Thin product pages with marketing fluff
+- Gated content (AI can't access it)
+- Content without dates or author attribution
+- PDF-only content (harder for AI to parse)
+
+---
+
+## Monitoring AI Visibility
+
+### What to Track
+
+| Metric | What It Measures | How to Check |
+|--------|-----------------|-------------|
+| AI Overview presence | Do AI Overviews appear for your queries? | Manual check or Semrush/Ahrefs |
+| Brand citation rate | How often you're cited in AI answers | AI visibility tools (see below) |
+| Share of AI voice | Your citations vs. competitors | Peec AI, Otterly, ZipTie |
+| Citation sentiment | How AI describes your brand | Manual review + monitoring tools |
+| Source attribution | Which of your pages get cited | Track referral traffic from AI sources |
+
+### AI Visibility Monitoring Tools
+
+| Tool | Coverage | Best For |
+|------|----------|----------|
+| **Otterly AI** | ChatGPT, Perplexity, Google AI Overviews | Share of AI voice tracking |
+| **Peec AI** | ChatGPT, Gemini, Perplexity, Claude, Copilot+ | Multi-platform monitoring at scale |
+| **ZipTie** | Google AI Overviews, ChatGPT, Perplexity | Brand mention + sentiment tracking |
+| **LLMrefs** | ChatGPT, Perplexity, AI Overviews, Gemini | SEO keyword → AI visibility mapping |
+
+### DIY Monitoring (No Tools)
+
+Monthly manual check:
+1. Pick your top 20 queries
+2. Run each through ChatGPT, Perplexity, and Google
+3. Record: Are you cited? Who is? What page?
+4. Log in a spreadsheet, track month-over-month
+
+### Search Console expectations
+
+Google's guide is explicit: **there is no AI-specific Search Console reporting**. AI Overviews and AI Mode use core Search ranking, so the standard Search Console reports (Performance, Coverage, Core Web Vitals) are still what you measure with for Google. The third-party tools above are the only way to see cross-platform AI citation behavior.
+
+---
+
+## What NOT to Do
+
+Google's guide calls these out explicitly — they hurt across both traditional Search and AI features.
+
+1. **Write separate content "for AI"**. Same content should serve people and AI. Writing variants targeted at AI systems risks the **scaled content abuse spam policy** — Google's words.
+2. **Chunk pages into AI-bait fragments**. Google's guide is direct: *"Don't break your content into tiny pieces for AI to better understand it."* Use normal paragraph + heading structure.
+3. **Generate at scale for ranking manipulation**. AI-generated content is fine *if* it meets Search Essentials and spam policies. Mass-producing thin variations does not.
+4. **Pursue inauthentic mentions**. Don't fabricate citations or bulk-spam Reddit/Wikipedia for AI visibility. Real participation only.
+5. **Block AI crawlers if you want citation**. Blocking GPTBot, PerplexityBot, ClaudeBot, Google-Extended means those engines literally cannot cite you. Block training-only crawlers (CCBot) if you must, not the search-and-cite ones.
+6. **Hide your main content behind JS that doesn't render**. Both core Search and AI agents need to see your content; JS-only rendering loses both audiences.
+7. **Skip E-E-A-T fundamentals**. Author identity, first-hand experience, expertise signals, transparent sourcing — Google's guide leans heavily on these for AI features.
+
+---
+
+## AI SEO by Content Type
+
+For tactical guidance on SaaS product pages, blog content, comparison/alternative pages, documentation, and local/ecom (Google's emphasis on Merchant Center + Business Profile), see [references/content-types.md](references/content-types.md).
+
+---
+
+## Common Mistakes
+
+- **Ignoring AI search entirely** — ~45% of Google searches now show AI Overviews, and ChatGPT/Perplexity are growing fast
+- **Treating AI SEO as separate from SEO** — Good traditional SEO is the foundation; AI SEO adds structure and authority on top
+- **Writing for AI, not humans** — If content reads like it was written to game an algorithm, it won't get cited or convert
+- **No freshness signals** — Undated content loses to dated content because AI systems weight recency heavily. Show when content was last updated
+- **Gating all content** — AI can't access gated content. Keep your most authoritative content open
+- **Ignoring third-party presence** — You may get more AI citations from a Wikipedia mention than from your own blog
+- **No structured data** — Schema markup gives AI systems structured context about your content
+- **Keyword stuffing** — Unlike traditional SEO where it's just ineffective, keyword stuffing actively reduces AI visibility by 10% (Princeton GEO study)
+- **Hiding pricing behind "contact sales" or JS-rendered pages** — AI agents evaluating your product on behalf of buyers can't parse what they can't read. Add a `/pricing.md` file
+- **Blocking AI bots** — If GPTBot, PerplexityBot, or ClaudeBot are blocked in robots.txt, those platforms can't cite you
+- **Generic content without data** — "We're the best" won't get cited. "Our customers see 3x improvement in [metric]" will
+- **Forgetting to monitor** — You can't improve what you don't measure. Check AI visibility monthly at minimum
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md).
+
+| Tool | Use For |
+|------|---------|
+| `semrush` | AI Overview tracking, keyword research, content gap analysis |
+| `ahrefs` | Backlink analysis, content explorer, AI Overview data |
+| `gsc` | Search Console performance data, query tracking |
+| `ga4` | Referral traffic from AI sources |
+
+---
+
+## Task-Specific Questions
+
+1. What are your top 10-20 most important queries?
+2. Have you checked if AI answers exist for those queries today?
+3. Do you have structured data (schema markup) on your site?
+4. What content types do you publish? (Blog, docs, comparisons, etc.)
+5. Are competitors being cited by AI where you're not?
+6. Do you have a Wikipedia page or presence on review sites?
+
+---
+
+## Related Skills
+
+- **seo-audit**: For traditional technical and on-page SEO audits
+- **schema**: For implementing structured data that helps AI understand your content
+- **content-strategy**: For planning what content to create
+- **competitors**: For building comparison pages that get cited
+- **programmatic-seo**: For building SEO pages at scale
+- **copywriting**: For writing content that's both human-readable and AI-extractable
@@ -0,0 +1,90 @@
+{
+  "skill_name": "ai-seo",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "How do I make sure our SaaS product shows up in AI search results? We're a project management tool and we keep getting left out of ChatGPT and Perplexity recommendations when people ask about project management software.",
+      "expected_output": "Should check for product-marketing.md first. Should apply the three pillars framework: Structure (make content extractable), Authority (make content citable), Presence (be where AI looks). Should run through the AI Visibility Audit checklist across platforms (Google AI Overviews, ChatGPT, Perplexity, etc.). Should check content extractability (clear definitions, structured comparisons, statistics). Should reference Princeton GEO research findings (citations improve visibility +40%, statistics +37%). Should check AI bot access in robots.txt. Should provide a prioritized action plan.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Applies three pillars framework (Structure, Authority, Presence)",
+        "Runs AI Visibility Audit across platforms",
+        "Checks content extractability",
+        "References Princeton GEO research findings",
+        "Checks AI bot access in robots.txt",
+        "Provides prioritized action plan"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Should we block AI crawlers like GPTBot and PerplexityBot in our robots.txt? We're worried about content theft.",
+      "expected_output": "Should address the AI bot access question directly. Should explain the tradeoff: blocking AI bots prevents training on your content but also prevents AI platforms from citing and recommending you. Should reference the specific bots and their purposes (GPTBot, Google-Extended, PerplexityBot, ClaudeBot, etc.). Should provide the recommended robots.txt configuration. Should explain that blocking may hurt AI visibility more than it protects content. Should provide a nuanced recommendation based on business goals.",
+      "assertions": [
+        "Addresses the blocking tradeoff directly",
+        "Explains impact on AI visibility vs content protection",
+        "Lists specific AI bot user agents",
+        "Provides recommended robots.txt configuration",
+        "Gives nuanced recommendation based on business goals",
+        "Explains what each bot does"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "What kind of content gets cited most by AI systems? We want to create content specifically optimized for AI search.",
+      "expected_output": "Should reference the content types that get cited most, including comparisons (~33% of AI citations), definitive guides (~15%), and other high-citation content types. Should explain why these formats work (they provide the structured, extractable, authoritative information AI systems need). Should provide specific recommendations for creating AI-optimized content: clear definitions, structured data, original statistics, comparison tables, expert quotes. Should reference the Princeton GEO research on what increases citation probability.",
+      "assertions": [
+        "References specific content types with citation rates",
+        "Mentions comparisons as highest-cited format",
+        "Explains why these formats work for AI",
+        "Provides specific content creation recommendations",
+        "References Princeton GEO research",
+        "Mentions structured data, statistics, and clear definitions"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "we noticed our competitors are showing up in google AI overviews but we're not. what do we need to change?",
+      "expected_output": "Should trigger on casual phrasing. Should focus specifically on Google AI Overviews visibility. Should explain how AI Overviews selects sources (authoritative, well-structured, directly answers queries). Should run through the Structure pillar checklist: content extractability, heading hierarchy, answer-first format, structured data. Should check Authority signals: domain authority, citations, E-E-A-T. Should recommend specific content structure changes. Should suggest monitoring approach.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Focuses on Google AI Overviews specifically",
+        "Explains how AI Overviews selects sources",
+        "Checks Structure pillar (extractability, headings, answer-first)",
+        "Checks Authority signals",
+        "Recommends specific content structure changes",
+        "Suggests monitoring approach"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Can you audit our website for AI search readiness? We want to know how visible we are across ChatGPT, Perplexity, Google AI Overviews, and other AI platforms.",
+      "expected_output": "Should run the full AI Visibility Audit. Should check each platform in the landscape (Google AI Overviews, ChatGPT, Perplexity, Claude, Gemini, Copilot). Should evaluate all three pillars: Structure (content extractability, JSON-LD, clear definitions), Authority (citations, backlinks, E-E-A-T signals), Presence (AI bot access, platform-specific factors). Should provide findings organized by pillar. Should provide a prioritized action plan with specific fixes.",
+      "assertions": [
+        "Runs full AI Visibility Audit",
+        "Checks multiple AI platforms",
+        "Evaluates all three pillars (Structure, Authority, Presence)",
+        "Checks content extractability",
+        "Checks AI bot access",
+        "Provides findings organized by pillar",
+        "Provides prioritized action plan"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Our organic search traffic has dropped 30% this quarter. Can you do a full SEO audit to figure out what's going on?",
+      "expected_output": "Should recognize this is a traditional SEO audit request, not specifically an AI SEO task. Should defer to or cross-reference the seo-audit skill, which handles comprehensive traditional SEO audits including crawlability, technical foundations, on-page optimization, and content quality. May mention AI search as one factor to investigate but should make clear that seo-audit is the primary skill for this task.",
+      "assertions": [
+        "Recognizes this as a traditional SEO audit request",
+        "References or defers to seo-audit skill",
+        "Does not attempt a full traditional SEO audit using AI SEO patterns",
+        "May mention AI search as one factor to consider"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,285 @@
+# AEO and GEO Content Patterns
+
+Reusable content block patterns optimized for answer engines and AI citation.
+
+---
+
+## Contents
+- Answer Engine Optimization (AEO) Patterns (Definition Block, Step-by-Step Block, Comparison Table Block, Pros and Cons Block, FAQ Block, Listicle Block)
+- Generative Engine Optimization (GEO) Patterns (Statistic Citation Block, Expert Quote Block, Authoritative Claim Block, Self-Contained Answer Block, Evidence Sandwich Block)
+- Domain-Specific GEO Tactics (Technology Content, Health/Medical Content, Financial Content, Legal Content, Business/Marketing Content)
+- Voice Search Optimization (Question Formats for Voice, Voice-Optimized Answer Structure)
+
+## Answer Engine Optimization (AEO) Patterns
+
+These patterns help content appear in featured snippets, AI Overviews, voice search results, and answer boxes.
+
+### Definition Block
+
+Use for "What is [X]?" queries.
+
+```markdown
+## What is [Term]?
+
+[Term] is [concise 1-sentence definition]. [Expanded 1-2 sentence explanation with key characteristics]. [Brief context on why it matters or how it's used].
+```
+
+**Example:**
+```markdown
+## What is Answer Engine Optimization?
+
+Answer Engine Optimization (AEO) is the practice of structuring content so AI-powered systems can easily extract and present it as direct answers to user queries. Unlike traditional SEO that focuses on ranking in search results, AEO optimizes for featured snippets, AI Overviews, and voice assistant responses. This approach has become essential as over 60% of Google searches now end without a click.
+```
+
+### Step-by-Step Block
+
+Use for "How to [X]" queries. Optimal for list snippets.
+
+```markdown
+## How to [Action/Goal]
+
+[1-sentence overview of the process]
+
+1. **[Step Name]**: [Clear action description in 1-2 sentences]
+2. **[Step Name]**: [Clear action description in 1-2 sentences]
+3. **[Step Name]**: [Clear action description in 1-2 sentences]
+4. **[Step Name]**: [Clear action description in 1-2 sentences]
+5. **[Step Name]**: [Clear action description in 1-2 sentences]
+
+[Optional: Brief note on expected outcome or time estimate]
+```
+
+**Example:**
+```markdown
+## How to Optimize Content for Featured Snippets
+
+Earning featured snippets requires strategic formatting and direct answers to search queries.
+
+1. **Identify snippet opportunities**: Use tools like Semrush or Ahrefs to find keywords where competitors have snippets you could capture.
+2. **Match the snippet format**: Analyze whether the current snippet is a paragraph, list, or table, and format your content accordingly.
+3. **Answer the question directly**: Provide a clear, concise answer (40-60 words for paragraph snippets) immediately after the question heading.
+4. **Add supporting context**: Expand on your answer with examples, data, and expert insights in the following paragraphs.
+5. **Use proper heading structure**: Place your target question as an H2 or H3, with the answer immediately following.
+
+Most featured snippets appear within 2-4 weeks of publishing well-optimized content.
+```
+
+### Comparison Table Block
+
+Use for "[X] vs [Y]" queries. Optimal for table snippets.
+
+```markdown
+## [Option A] vs [Option B]: [Brief Descriptor]
+
+| Feature | [Option A] | [Option B] |
+|---------|------------|------------|
+| [Criteria 1] | [Value/Description] | [Value/Description] |
+| [Criteria 2] | [Value/Description] | [Value/Description] |
+| [Criteria 3] | [Value/Description] | [Value/Description] |
+| [Criteria 4] | [Value/Description] | [Value/Description] |
+| Best For | [Use case] | [Use case] |
+
+**Bottom line**: [1-2 sentence recommendation based on different needs]
+```
+
+### Pros and Cons Block
+
+Use for evaluation queries: "Is [X] worth it?", "Should I [X]?"
+
+```markdown
+## Advantages and Disadvantages of [Topic]
+
+[1-sentence overview of the evaluation context]
+
+### Pros
+
+- **[Benefit category]**: [Specific explanation]
+- **[Benefit category]**: [Specific explanation]
+- **[Benefit category]**: [Specific explanation]
+
+### Cons
+
+- **[Drawback category]**: [Specific explanation]
+- **[Drawback category]**: [Specific explanation]
+- **[Drawback category]**: [Specific explanation]
+
+**Verdict**: [1-2 sentence balanced conclusion with recommendation]
+```
+
+### FAQ Block
+
+Use for topic pages with multiple common questions. Essential for FAQ schema.
+
+```markdown
+## Frequently Asked Questions
+
+### [Question phrased exactly as users search]?
+
+[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].
+
+### [Question phrased exactly as users search]?
+
+[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].
+
+### [Question phrased exactly as users search]?
+
+[Direct answer in first sentence]. [Supporting context in 2-3 additional sentences].
+```
+
+**Tips for FAQ questions:**
+- Use natural question phrasing ("How do I..." not "How does one...")
+- Include question words: what, how, why, when, where, who, which
+- Match "People Also Ask" queries from search results
+- Keep answers between 50-100 words
+
+### Listicle Block
+
+Use for "Best [X]", "Top [X]", "[Number] ways to [X]" queries.
+
+```markdown
+## [Number] Best [Items] for [Goal/Purpose]
+
+[1-2 sentence intro establishing context and selection criteria]
+
+### 1. [Item Name]
+
+[Why it's included in 2-3 sentences with specific benefits]
+
+### 2. [Item Name]
+
+[Why it's included in 2-3 sentences with specific benefits]
+
+### 3. [Item Name]
+
+[Why it's included in 2-3 sentences with specific benefits]
+```
+
+---
+
+## Generative Engine Optimization (GEO) Patterns
+
+These patterns optimize content for citation by AI assistants like ChatGPT, Claude, Perplexity, and Gemini.
+
+### Statistic Citation Block
+
+Statistics increase AI citation rates by 15-30%. Always include sources.
+
+```markdown
+[Claim statement]. According to [Source/Organization], [specific statistic with number and timeframe]. [Context for why this matters].
+```
+
+**Example:**
+```markdown
+Mobile optimization is no longer optional for SEO success. According to Google's 2024 Core Web Vitals report, 70% of web traffic now comes from mobile devices, and pages failing mobile usability standards see 24% higher bounce rates. This makes mobile-first indexing a critical ranking factor.
+```
+
+### Expert Quote Block
+
+Named expert attribution adds credibility and increases citation likelihood.
+
+```markdown
+"[Direct quote from expert]," says [Expert Name], [Title/Role] at [Organization]. [1 sentence of context or interpretation].
+```
+
+**Example:**
+```markdown
+"The shift from keyword-driven search to intent-driven discovery represents the most significant change in SEO since mobile-first indexing," says Rand Fishkin, Co-founder of SparkToro. This perspective highlights why content strategies must evolve beyond traditional keyword optimization.
+```
+
+### Authoritative Claim Block
+
+Structure claims for easy AI extraction with clear attribution.
+
+```markdown
+[Topic] [verb: is/has/requires/involves] [clear, specific claim]. [Source] [confirms/reports/found] that [supporting evidence]. This [explains/means/suggests] [implication or action].
+```
+
+**Example:**
+```markdown
+E-E-A-T is the cornerstone of Google's content quality evaluation. Google's Search Quality Rater Guidelines confirm that trust is the most critical factor, stating that "untrustworthy pages have low E-E-A-T no matter how experienced, expert, or authoritative they may seem." This means content creators must prioritize transparency and accuracy above all other optimization tactics.
+```
+
+### Self-Contained Answer Block
+
+Create quotable, standalone statements that AI can extract directly.
+
+```markdown
+**[Topic/Question]**: [Complete, self-contained answer that makes sense without additional context. Include specific details, numbers, or examples in 2-3 sentences.]
+```
+
+**Example:**
+```markdown
+**Ideal blog post length for SEO**: The optimal length for SEO blog posts is 1,500-2,500 words for competitive topics. This range allows comprehensive topic coverage while maintaining reader engagement. HubSpot research shows long-form content earns 77% more backlinks than short articles, directly impacting search rankings.
+```
+
+### Evidence Sandwich Block
+
+Structure claims with evidence for maximum credibility.
+
+```markdown
+[Opening claim statement].
+
+Evidence supporting this includes:
+- [Data point 1 with source]
+- [Data point 2 with source]
+- [Data point 3 with source]
+
+[Concluding statement connecting evidence to actionable insight].
+```
+
+---
+
+## Domain-Specific GEO Tactics
+
+Different content domains benefit from different authority signals.
+
+### Technology Content
+- Emphasize technical precision and correct terminology
+- Include version numbers and dates for software/tools
+- Reference official documentation
+- Add code examples where relevant
+
+### Health/Medical Content
+- Cite peer-reviewed studies with publication details
+- Include expert credentials (MD, RN, etc.)
+- Note study limitations and context
+- Add "last reviewed" dates
+
+### Financial Content
+- Reference regulatory bodies (SEC, FTC, etc.)
+- Include specific numbers with timeframes
+- Note that information is educational, not advice
+- Cite recognized financial institutions
+
+### Legal Content
+- Cite specific laws, statutes, and regulations
+- Reference jurisdiction clearly
+- Include professional disclaimers
+- Note when professional consultation is advised
+
+### Business/Marketing Content
+- Include case studies with measurable results
+- Reference industry research and reports
+- Add percentage changes and timeframes
+- Quote recognized thought leaders
+
+---
+
+## Voice Search Optimization
+
+Voice queries are conversational and question-based. Optimize for these patterns:
+
+### Question Formats for Voice
+- "What is..."
+- "How do I..."
+- "Where can I find..."
+- "Why does..."
+- "When should I..."
+- "Who is..."
+
+### Voice-Optimized Answer Structure
+- Lead with direct answer (under 30 words ideal)
+- Use natural, conversational language
+- Avoid jargon unless targeting expert audience
+- Include local context where relevant
+- Structure for single spoken response
@@ -0,0 +1,71 @@
+# AI SEO by Content Type
+
+Tactical guidance for optimizing specific content types for AI search citation. These tactics work for non-Google AI engines (ChatGPT, Claude, Perplexity, Copilot) and don't hurt Google AI Overviews / AI Mode.
+
+For the cross-cutting strategy, see [SKILL.md](../SKILL.md).
+
+---
+
+## SaaS Product Pages
+
+**Goal:** Get cited in "What is [category]?" and "Best [category]" queries.
+
+**Optimize:**
+- Clear product description in first paragraph (what it does, who it's for)
+- Feature comparison tables (you vs. category, not just competitors)
+- Specific metrics ("processes 10,000 transactions/sec" not "blazing fast")
+- Customer count or social proof with numbers
+- Pricing transparency (AI cites pages with visible pricing) — add a `/pricing.md` file so AI agents can parse your plans without rendering your page (see "Machine-Readable Files" in the main skill)
+- FAQ section addressing common buyer questions
+
+---
+
+## Blog Content
+
+**Goal:** Get cited as an authoritative source on topics in your space.
+
+**Optimize:**
+- One clear target query per post (match heading to query)
+- Definition in first paragraph for "What is" queries
+- Original data, research, or expert quotes
+- "Last updated" date visible
+- Author bio with relevant credentials
+- Internal links to related product/feature pages
+
+---
+
+## Comparison / Alternative Pages
+
+**Goal:** Get cited in "[X] vs [Y]" and "Best [X] alternatives" queries.
+
+**Optimize:**
+- Structured comparison tables (not just prose)
+- Fair and balanced (AI penalizes obviously biased comparisons)
+- Specific criteria with ratings or scores
+- Updated pricing and feature data
+- Cite the `competitors` skill for building these pages
+
+---
+
+## Documentation / Help Content
+
+**Goal:** Get cited in "How to [X] with [your product]" queries.
+
+**Optimize:**
+- Step-by-step format with numbered lists
+- Code examples where relevant
+- HowTo schema markup
+- Screenshots with descriptive alt text
+- Clear prerequisites and expected outcomes
+
+---
+
+## Local Business / Ecom (Google emphasis)
+
+Google's AI features pull from product feeds and business profiles for local + ecom queries. Optimize:
+
+- **Merchant Center feeds** kept current with accurate inventory, pricing, attributes
+- **Google Business Profile** complete with hours, services, photos, posts, Q&A answered
+- **Reviews** — recent + sufficient volume; respond to reviews to signal active management
+- **Service area schema** for local services
+- **Business Agent** (where available) for conversational customer engagement
@@ -0,0 +1,152 @@
+# How Each AI Platform Picks Sources
+
+Each AI search platform has its own search index, ranking logic, and content preferences. This guide covers what matters for getting cited on each one.
+
+Sources cited throughout: Princeton GEO study (KDD 2024), SE Ranking domain authority study, ZipTie content-answer fit analysis.
+
+---
+
+## The Fundamentals
+
+Every AI platform shares three baseline requirements:
+
+1. **Your content must be in their index** — Each platform uses a different search backend (Google, Bing, Brave, or their own). If you're not indexed, you can't be cited.
+2. **Your content must be crawlable** — AI bots need access via robots.txt. Block the bot, lose the citation.
+3. **Your content must be extractable** — AI systems pull passages, not pages. Clear structure and self-contained paragraphs win.
+
+Beyond these basics, each platform weights different signals. Here's what matters and where.
+
+---
+
+## Google AI Overviews
+
+Google AI Overviews pull from Google's own index and lean heavily on E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness). They appear in roughly 45% of Google searches.
+
+**What makes Google AI Overviews different:** They already have your traditional SEO signals — backlinks, page authority, topical relevance. The additional AI layer adds a preference for content with cited sources and structured data. Research shows that including authoritative citations in your content correlates with a 132% visibility boost, and writing with an authoritative (not salesy) tone adds another 89%.
+
+**Importantly, AI Overviews don't just recycle the traditional Top 10.** Only about 15% of AI Overview sources overlap with conventional organic results. Pages that wouldn't crack page 1 in traditional search can still get cited if they have strong structured data and clear, extractable answers.
+
+**What to focus on:**
+- Schema markup is the single biggest lever — Article, FAQPage, HowTo, and Product schemas give AI Overviews structured context to work with (30-40% visibility boost)
+- Build topical authority through content clusters with strong internal linking
+- Include named, sourced citations in your content (not just claims)
+- Author bios with real credentials matter — E-E-A-T is weighted heavily
+- Get into Google's Knowledge Graph where possible (an accurate Wikipedia entry helps)
+- Target "how to" and "what is" query patterns — these trigger AI Overviews most often
+
+---
+
+## ChatGPT
+
+ChatGPT's web search draws from a Bing-based index. It combines this with its training knowledge to generate answers, then cites the web sources it relied on.
+
+**What makes ChatGPT different:** Domain authority matters more here than on other AI platforms. An SE Ranking analysis of 129,000 domains found that authority and credibility signals account for roughly 40% of what determines citation, with content quality at about 35% and platform trust at 25%. Sites with very high referring domain counts (350K+) average 8.4 citations per response, while sites with slightly lower trust scores (91-96 vs 97-100) drop from 8.4 to 6 citations.
+
+**Freshness is a major differentiator.** Content updated within the last 30 days gets cited about 3.2x more often than older content. ChatGPT clearly favors recent information.
+
+**The most important signal is content-answer fit** — a ZipTie analysis of 400,000 pages found that how well your content's style and structure matches ChatGPT's own response format accounts for about 55% of citation likelihood. This is far more important than domain authority (12%) or on-page structure (14%) alone. Write the way ChatGPT would answer the question, and you're more likely to be the source it cites.
+
+**Where ChatGPT looks beyond your site:** Wikipedia accounts for 7.8% of all ChatGPT citations, Reddit for 1.8%, and Forbes for 1.1%. Brand official sites are cited frequently but third-party mentions carry significant weight.
+
+**What to focus on:**
+- Invest in backlinks and domain authority — it's the strongest baseline signal
+- Update competitive content at least monthly
+- Structure your content the way ChatGPT structures its answers (conversational, direct, well-organized)
+- Include verifiable statistics with named sources
+- Clean heading hierarchy (H1 > H2 > H3) with descriptive headings
+
+---
+
+## Perplexity
+
+Perplexity always cites its sources with clickable links, making it the most transparent AI search platform. It combines its own index with Google's and runs results through multiple reranking passes — initial relevance retrieval, then traditional ranking factor scoring, then ML-based quality evaluation that can discard entire result sets if they don't meet quality thresholds.
+
+**What makes Perplexity different:** It's the most "research-oriented" AI search engine, and its citation behavior reflects that. Perplexity maintains curated lists of authoritative domains (Amazon, GitHub, major academic sites) that get inherent ranking boosts. It uses a time-decay algorithm that evaluates new content quickly, giving fresh publishers a real shot at citation.
+
+**Perplexity has unique content preferences:**
+- **FAQ Schema (JSON-LD)** — Pages with FAQ structured data get cited noticeably more often
+- **PDF documents** — Publicly accessible PDFs (whitepapers, research reports) are prioritized. If you have authoritative PDF content gated behind a form, consider making a version public.
+- **Publishing velocity** — How frequently you publish matters more than keyword targeting
+- **Self-contained paragraphs** — Perplexity prefers atomic, semantically complete paragraphs it can extract cleanly
+
+**What to focus on:**
+- Allow PerplexityBot in robots.txt
+- Implement FAQPage schema on any page with Q&A content
+- Host PDF resources publicly (whitepapers, guides, reports)
+- Add Article schema with publication and modification timestamps
+- Write in clear, self-contained paragraphs that work as standalone answers
+- Build deep topical authority in your specific niche
+
+---
+
+## Microsoft Copilot
+
+Copilot is embedded across Microsoft's ecosystem — Edge, Windows, Microsoft 365, and Bing Search. It relies entirely on Bing's index, so if Bing hasn't indexed your content, Copilot can't cite it.
+
+**What makes Copilot different:** The Microsoft ecosystem connection creates unique optimization opportunities. Mentions and content on LinkedIn and GitHub provide ranking boosts that other platforms don't offer. Copilot also puts more weight on page speed — sub-2-second load times are a clear threshold.
+
+**What to focus on:**
+- Submit your site to Bing Webmaster Tools (many sites only submit to Google Search Console)
+- Use IndexNow protocol for faster indexing of new and updated content
+- Optimize page speed to under 2 seconds
+- Write clear entity definitions — when your content defines a term or concept, make the definition explicit and extractable
+- Build presence on LinkedIn (publish articles, maintain company page) and GitHub if relevant
+- Ensure Bingbot has full crawl access
+
+---
+
+## Claude
+
+Claude uses Brave Search as its search backend when web search is enabled — not Google, not Bing. This is a completely different index, which means your Brave Search visibility directly determines whether Claude can find and cite you.
+
+**What makes Claude different:** Claude is extremely selective about what it cites. While it processes enormous amounts of content, its citation rate is very low — it's looking for the most factually accurate, well-sourced content on a given topic. Data-rich content with specific numbers and clear attribution performs significantly better than general-purpose content.
+
+**What to focus on:**
+- Verify your content appears in Brave Search results (search for your brand and key terms at search.brave.com)
+- Allow ClaudeBot and anthropic-ai user agents in robots.txt
+- Maximize factual density — specific numbers, named sources, dated statistics
+- Use clear, extractable structure with descriptive headings
+- Cite authoritative sources within your content
+- Aim to be the most factually accurate source on your topic — Claude rewards precision
+
+---
+
+## Allowing AI Bots in robots.txt
+
+If your robots.txt blocks an AI bot, that platform can't cite your content. Here are the user agents to allow:
+
+```
+User-agent: GPTBot           # OpenAI — powers ChatGPT search
+User-agent: ChatGPT-User     # ChatGPT browsing mode
+User-agent: PerplexityBot    # Perplexity AI search
+User-agent: ClaudeBot        # Anthropic Claude
+User-agent: anthropic-ai     # Anthropic Claude (alternate)
+User-agent: Google-Extended   # Google Gemini and AI Overviews
+User-agent: Bingbot          # Microsoft Copilot (via Bing)
+Allow: /
+```
+
+**Training vs. search:** Some AI bots are used for both model training and search citation. If you want to be cited but don't want your content used for training, your options are limited — GPTBot handles both for OpenAI. However, you can safely block **CCBot** (Common Crawl) without affecting any AI search citations, since it's only used for training dataset collection.
+
+---
+
+## Where to Start
+
+If you're optimizing for AI search for the first time, focus your effort where your audience actually is:
+
+**Start with Google AI Overviews** — They reach the most users (45%+ of Google searches) and you likely already have Google SEO foundations in place. Add schema markup, include cited sources in your content, and strengthen E-E-A-T signals.
+
+**Then address ChatGPT** — It's the most-used standalone AI search tool for tech and business audiences. Focus on freshness (update content monthly), domain authority, and matching your content structure to how ChatGPT formats its responses.
+
+**Then expand to Perplexity** — Especially valuable if your audience includes researchers, early adopters, or tech professionals. Add FAQ schema, publish PDF resources, and write in clear, self-contained paragraphs.
+
+**Copilot and Claude are lower priority** unless your audience skews enterprise/Microsoft (Copilot) or developer/analyst (Claude). But the fundamentals — structured content, cited sources, schema markup — help across all platforms.
+
+**Actions that help everywhere:**
+1. Allow all AI bots in robots.txt
+2. Implement schema markup (FAQPage, Article, Organization at minimum)
+3. Include statistics with named sources in your content
+4. Update content regularly — monthly for competitive topics
+5. Use clear heading structure (H1 > H2 > H3)
+6. Keep page load time under 2 seconds
+7. Add author bios with credentials
@@ -0,0 +1,309 @@
+---
+name: analytics
+description: When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-testing.
+metadata:
+  version: 2.0.0
+---
+
+# Analytics Tracking
+
+You are an expert in analytics implementation and measurement. Your goal is to help set up tracking that provides actionable insights for marketing and product decisions.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before implementing tracking, understand:
+
+1. **Business Context** - What decisions will this data inform? What are key conversions?
+2. **Current State** - What tracking exists? What tools are in use?
+3. **Technical Context** - What's the tech stack? Any privacy/compliance requirements?
+
+---
+
+## Core Principles
+
+### 1. Track for Decisions, Not Data
+- Every event should inform a decision
+- Avoid vanity metrics
+- Quality > quantity of events
+
+### 2. Start with the Questions
+- What do you need to know?
+- What actions will you take based on this data?
+- Work backwards to what you need to track
+
+### 3. Name Things Consistently
+- Naming conventions matter
+- Establish patterns before implementing
+- Document everything
+
+### 4. Maintain Data Quality
+- Validate implementation
+- Monitor for issues
+- Clean data > more data
+
+---
+
+## Tracking Plan Framework
+
+### Structure
+
+```
+Event Name | Category | Properties | Trigger | Notes
+---------- | -------- | ---------- | ------- | -----
+```
+
+### Event Types
+
+| Type | Examples |
+|------|----------|
+| Pageviews | Automatic, enhanced with metadata |
+| User Actions | Button clicks, form submissions, feature usage |
+| System Events | Signup completed, purchase, subscription changed |
+| Custom Conversions | Goal completions, funnel stages |
+
+**For comprehensive event lists**: See [references/event-library.md](references/event-library.md)
+
+---
+
+## Event Naming Conventions
+
+### Recommended Format: Object-Action
+
+```
+signup_completed
+button_clicked
+form_submitted
+article_read
+checkout_payment_completed
+```
+
+### Best Practices
+- Lowercase with underscores
+- Be specific: `cta_hero_clicked` vs. `button_clicked`
+- Include context in properties, not event name
+- Avoid spaces and special characters
+- Document decisions
+
+---
+
+## Essential Events
+
+### Marketing Site
+
+| Event | Properties |
+|-------|------------|
+| cta_clicked | button_text, location |
+| form_submitted | form_type |
+| signup_completed | method, source |
+| demo_requested | - |
+
+### Product/App
+
+| Event | Properties |
+|-------|------------|
+| onboarding_step_completed | step_number, step_name |
+| feature_used | feature_name |
+| purchase_completed | plan, value |
+| subscription_cancelled | reason |
+
+**For full event library by business type**: See [references/event-library.md](references/event-library.md)
+
+---
+
+## Event Properties
+
+### Standard Properties
+
+| Category | Properties |
+|----------|------------|
+| Page | page_title, page_location, page_referrer |
+| User | user_id, user_type, account_id, plan_type |
+| Campaign | source, medium, campaign, content, term |
+| Product | product_id, product_name, category, price |
+
+### Best Practices
+- Use consistent property names
+- Include relevant context
+- Don't duplicate automatic properties
+- Avoid PII in properties
+
+---
+
+## GA4 Implementation
+
+### Quick Setup
+
+1. Create GA4 property and data stream
+2. Install gtag.js or GTM
+3. Enable enhanced measurement
+4. Configure custom events
+5. Mark conversions in Admin
+
+### Custom Event Example
+
+```javascript
+gtag('event', 'signup_completed', {
+  'method': 'email',
+  'plan': 'free'
+});
+```
+
+**For detailed GA4 implementation**: See [references/ga4-implementation.md](references/ga4-implementation.md)
+
+---
+
+## Google Tag Manager
+
+### Container Structure
+
+| Component | Purpose |
+|-----------|---------|
+| Tags | Code that executes (GA4, pixels) |
+| Triggers | When tags fire (page view, click) |
+| Variables | Dynamic values (click text, data layer) |
+
+### Data Layer Pattern
+
+```javascript
+dataLayer.push({
+  'event': 'form_submitted',
+  'form_name': 'contact',
+  'form_location': 'footer'
+});
+```
+
+**For detailed GTM implementation**: See [references/gtm-implementation.md](references/gtm-implementation.md)
+
+---
+
+## UTM Parameter Strategy
+
+### Standard Parameters
+
+| Parameter | Purpose | Example |
+|-----------|---------|---------|
+| utm_source | Traffic source | google, newsletter |
+| utm_medium | Marketing medium | cpc, email, social |
+| utm_campaign | Campaign name | spring_sale |
+| utm_content | Differentiate versions | hero_cta |
+| utm_term | Paid search keywords | running+shoes |
+
+### Naming Conventions
+- Lowercase everything
+- Use underscores or hyphens consistently
+- Be specific but concise: `blog_footer_cta`, not `cta1`
+- Document all UTMs in a spreadsheet
+
+---
+
+## Debugging and Validation
+
+### Testing Tools
+
+| Tool | Use For |
+|------|---------|
+| GA4 DebugView | Real-time event monitoring |
+| GTM Preview Mode | Test triggers before publish |
+| Browser Extensions | Tag Assistant, dataLayer Inspector |
+
+### Validation Checklist
+
+- [ ] Events firing on correct triggers
+- [ ] Property values populating correctly
+- [ ] No duplicate events
+- [ ] Works across browsers and mobile
+- [ ] Conversions recorded correctly
+- [ ] No PII leaking
+
+### Common Issues
+
+| Issue | Check |
+|-------|-------|
+| Events not firing | Trigger config, GTM loaded |
+| Wrong values | Variable path, data layer structure |
+| Duplicate events | Multiple containers, trigger firing twice |
+
+---
+
+## Privacy and Compliance
+
+### Considerations
+- Cookie consent required in EU/UK/CA
+- No PII in analytics properties
+- Data retention settings
+- User deletion capabilities
+
+### Implementation
+- Use consent mode (wait for consent)
+- IP anonymization
+- Only collect what you need
+- Integrate with consent management platform
+
+---
+
+## Output Format
+
+### Tracking Plan Document
+
+```markdown
+# [Site/Product] Tracking Plan
+
+## Overview
+- Tools: GA4, GTM
+- Last updated: [Date]
+
+## Events
+
+| Event Name | Description | Properties | Trigger |
+|------------|-------------|------------|---------|
+| signup_completed | User completes signup | method, plan | Success page |
+
+## Custom Dimensions
+
+| Name | Scope | Parameter |
+|------|-------|-----------|
+| user_type | User | user_type |
+
+## Conversions
+
+| Conversion | Event | Counting |
+|------------|-------|----------|
+| Signup | signup_completed | Once per session |
+```
+
+---
+
+## Task-Specific Questions
+
+1. What tools are you using (GA4, Mixpanel, etc.)?
+2. What key actions do you want to track?
+3. What decisions will this data inform?
+4. Who implements - dev team or marketing?
+5. Are there privacy/consent requirements?
+6. What's already tracked?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key analytics tools:
+
+| Tool | Best For | MCP | Guide |
+|------|----------|:---:|-------|
+| **GA4** | Web analytics, Google ecosystem | ✓ | [ga4.md](../../tools/integrations/ga4.md) |
+| **Mixpanel** | Product analytics, event tracking | - | [mixpanel.md](../../tools/integrations/mixpanel.md) |
+| **Amplitude** | Product analytics, cohort analysis | - | [amplitude.md](../../tools/integrations/amplitude.md) |
+| **PostHog** | Open-source analytics, session replay | - | [posthog.md](../../tools/integrations/posthog.md) |
+| **Segment** | Customer data platform, routing | - | [segment.md](../../tools/integrations/segment.md) |
+
+---
+
+## Related Skills
+
+- **ab-testing**: For experiment tracking
+- **seo-audit**: For organic traffic analysis
+- **cro**: For conversion optimization (uses this data)
+- **revops**: For pipeline metrics, CRM tracking, and revenue attribution
@@ -0,0 +1,90 @@
+{
+  "skill_name": "analytics",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Help me set up analytics tracking for our B2B SaaS product. We use GA4 and GTM. We need to track signups, feature usage, and upgrade events.",
+      "expected_output": "Should check for product-marketing.md first. Should apply the 'track for decisions' principle — ask what decisions the tracking will inform. Should use the event naming convention (object_action, lowercase with underscores). Should define essential events for SaaS: signup_completed, trial_started, feature_used, plan_upgraded, etc. Should provide GA4 implementation details with proper event parameters. Should include GTM data layer push examples. Should organize output as a tracking plan with event name, trigger, parameters, and purpose for each event.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Applies 'track for decisions' principle",
+        "Uses object_action naming convention",
+        "Defines essential SaaS events (signup, feature usage, upgrade)",
+        "Provides GA4 implementation details",
+        "Includes GTM data layer examples",
+        "Output follows tracking plan format"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "What UTM parameters should we use? We run ads on Google, Meta, and LinkedIn, plus send a weekly newsletter and post on LinkedIn organically.",
+      "expected_output": "Should apply the UTM parameter strategy framework. Should define consistent UTM conventions: source (google, meta, linkedin, newsletter), medium (cpc, paid-social, email, organic-social), campaign (naming convention with date or identifier). Should provide specific UTM examples for each channel mentioned. Should warn about common UTM mistakes (inconsistent casing, redundant parameters, missing medium). Should recommend a UTM tracking spreadsheet or naming convention document.",
+      "assertions": [
+        "Applies UTM parameter strategy",
+        "Defines source, medium, and campaign conventions",
+        "Provides specific UTM examples for each channel",
+        "Uses consistent naming conventions (lowercase)",
+        "Warns about common UTM mistakes",
+        "Recommends tracking documentation"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "our tracking seems broken — we're seeing duplicate events and our conversion numbers in GA4 don't match what our database shows. help?",
+      "expected_output": "Should trigger on casual phrasing. Should apply the debugging and validation framework. Should systematically check for common issues: duplicate GTM tags firing, missing event deduplication, incorrect trigger conditions, cross-domain tracking issues, consent mode filtering. Should provide specific debugging steps: use GA4 DebugView, GTM Preview mode, browser developer tools. Should address the GA4 vs database discrepancy (common causes: consent mode, ad blockers, client-side vs server-side tracking, session timeout differences).",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Applies debugging and validation framework",
+        "Checks for duplicate tag firing",
+        "Provides specific debugging tools (GA4 DebugView, GTM Preview)",
+        "Addresses GA4 vs database discrepancy",
+        "Lists common causes of data mismatches",
+        "Provides systematic troubleshooting steps"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "We're launching an e-commerce store and need to set up tracking from scratch. What events do we absolutely need?",
+      "expected_output": "Should reference the essential events by site type, specifically e-commerce. Should define the e-commerce event taxonomy: product_viewed, product_added_to_cart, cart_viewed, checkout_started, checkout_step_completed, purchase_completed, product_removed_from_cart. Should include enhanced e-commerce parameters (item_id, item_name, price, quantity, etc.). Should follow object_action naming convention. Should organize as a tracking plan with priorities (must-have vs nice-to-have).",
+      "assertions": [
+        "References essential events for e-commerce site type",
+        "Defines full e-commerce event taxonomy",
+        "Includes enhanced e-commerce parameters",
+        "Follows object_action naming convention",
+        "Organizes by priority (must-have vs nice-to-have)",
+        "Provides tracking plan format output"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "We need to make sure our tracking is GDPR compliant. We have European users and we're using GA4, Hotjar, and Facebook Pixel.",
+      "expected_output": "Should apply the privacy and compliance framework. Should address GDPR requirements for each tool: consent before tracking, consent management platform (CMP) setup, GA4 consent mode configuration, conditional loading of Hotjar and Facebook Pixel. Should recommend a consent hierarchy (necessary, analytics, marketing). Should provide GTM implementation for consent-based tag firing. Should mention data retention settings in GA4. Should address cookie banner requirements.",
+      "assertions": [
+        "Applies privacy and compliance framework",
+        "Addresses GDPR requirements specifically",
+        "Recommends consent management platform",
+        "Covers GA4 consent mode configuration",
+        "Addresses conditional loading for each tool",
+        "Provides consent hierarchy",
+        "Mentions data retention settings"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Help me set up tracking for our A/B test. We want to measure which version of our pricing page converts better.",
+      "expected_output": "Should recognize this overlaps with A/B test setup, not just analytics tracking. Should defer to or cross-reference the ab-testing skill for the experiment design, hypothesis, and statistical analysis. May help with the tracking implementation (events to fire, parameters to include) but should make clear that ab-testing is the right skill for the experiment framework.",
+      "assertions": [
+        "Recognizes overlap with A/B test setup",
+        "References or defers to ab-testing skill",
+        "May help with tracking implementation specifics",
+        "Does not attempt to design the full experiment"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,260 @@
+# Event Library Reference
+
+Comprehensive list of events to track by business type and context.
+
+## Contents
+- Marketing Site Events (navigation & engagement, CTA & form interactions, conversion events)
+- Product/App Events (onboarding, core usage, errors & support)
+- Monetization Events (pricing & checkout, subscription management)
+- E-commerce Events (browsing, cart, checkout, post-purchase)
+- B2B / SaaS Specific Events (team & collaboration, integration events, account events)
+- Event Properties (Parameters)
+- Funnel Event Sequences
+
+## Marketing Site Events
+
+### Navigation & Engagement
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| page_view | Page loaded (enhanced) | page_title, page_location, content_group |
+| scroll_depth | User scrolled to threshold | depth (25, 50, 75, 100) |
+| outbound_link_clicked | Click to external site | link_url, link_text |
+| internal_link_clicked | Click within site | link_url, link_text, location |
+| video_played | Video started | video_id, video_title, duration |
+| video_completed | Video finished | video_id, video_title, duration |
+
+### CTA & Form Interactions
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| cta_clicked | Call to action clicked | button_text, cta_location, page |
+| form_started | User began form | form_name, form_location |
+| form_field_completed | Field filled | form_name, field_name |
+| form_submitted | Form successfully sent | form_name, form_location |
+| form_error | Form validation failed | form_name, error_type |
+| resource_downloaded | Asset downloaded | resource_name, resource_type |
+
+### Conversion Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| signup_started | Initiated signup | source, page |
+| signup_completed | Finished signup | method, plan, source |
+| demo_requested | Demo form submitted | company_size, industry |
+| contact_submitted | Contact form sent | inquiry_type |
+| newsletter_subscribed | Email list signup | source, list_name |
+| trial_started | Free trial began | plan, source |
+
+---
+
+## Product/App Events
+
+### Onboarding
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| signup_completed | Account created | method, referral_source |
+| onboarding_started | Began onboarding | - |
+| onboarding_step_completed | Step finished | step_number, step_name |
+| onboarding_completed | All steps done | steps_completed, time_to_complete |
+| onboarding_skipped | User skipped onboarding | step_skipped_at |
+| first_key_action_completed | Aha moment reached | action_type |
+
+### Core Usage
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| session_started | App session began | session_number |
+| feature_used | Feature interaction | feature_name, feature_category |
+| action_completed | Core action done | action_type, count |
+| content_created | User created content | content_type |
+| content_edited | User modified content | content_type |
+| content_deleted | User removed content | content_type |
+| search_performed | In-app search | query, results_count |
+| settings_changed | Settings modified | setting_name, new_value |
+| invite_sent | User invited others | invite_type, count |
+
+### Errors & Support
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| error_occurred | Error experienced | error_type, error_message, page |
+| help_opened | Help accessed | help_type, page |
+| support_contacted | Support request made | contact_method, issue_type |
+| feedback_submitted | User feedback given | feedback_type, rating |
+
+---
+
+## Monetization Events
+
+### Pricing & Checkout
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| pricing_viewed | Pricing page seen | source |
+| plan_selected | Plan chosen | plan_name, billing_cycle |
+| checkout_started | Began checkout | plan, value |
+| payment_info_entered | Payment submitted | payment_method |
+| purchase_completed | Purchase successful | plan, value, currency, transaction_id |
+| purchase_failed | Purchase failed | error_reason, plan |
+
+### Subscription Management
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| trial_started | Trial began | plan, trial_length |
+| trial_ended | Trial expired | plan, converted (bool) |
+| subscription_upgraded | Plan upgraded | from_plan, to_plan, value |
+| subscription_downgraded | Plan downgraded | from_plan, to_plan |
+| subscription_cancelled | Cancelled | plan, reason, tenure |
+| subscription_renewed | Renewed | plan, value |
+| billing_updated | Payment method changed | - |
+
+---
+
+## E-commerce Events
+
+### Browsing
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| product_viewed | Product page viewed | product_id, product_name, category, price |
+| product_list_viewed | Category/list viewed | list_name, products[] |
+| product_searched | Search performed | query, results_count |
+| product_filtered | Filters applied | filter_type, filter_value |
+| product_sorted | Sort applied | sort_by, sort_order |
+
+### Cart
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| product_added_to_cart | Item added | product_id, product_name, price, quantity |
+| product_removed_from_cart | Item removed | product_id, product_name, price, quantity |
+| cart_viewed | Cart page viewed | cart_value, items_count |
+
+### Checkout
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| checkout_started | Checkout began | cart_value, items_count |
+| checkout_step_completed | Step finished | step_number, step_name |
+| shipping_info_entered | Address entered | shipping_method |
+| payment_info_entered | Payment entered | payment_method |
+| coupon_applied | Coupon used | coupon_code, discount_value |
+| purchase_completed | Order placed | transaction_id, value, currency, items[] |
+
+### Post-Purchase
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| order_confirmed | Confirmation viewed | transaction_id |
+| refund_requested | Refund initiated | transaction_id, reason |
+| refund_completed | Refund processed | transaction_id, value |
+| review_submitted | Product reviewed | product_id, rating |
+
+---
+
+## B2B / SaaS Specific Events
+
+### Team & Collaboration
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| team_created | New team/org made | team_size, plan |
+| team_member_invited | Invite sent | role, invite_method |
+| team_member_joined | Member accepted | role |
+| team_member_removed | Member removed | role |
+| role_changed | Permissions updated | user_id, old_role, new_role |
+
+### Integration Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| integration_viewed | Integration page seen | integration_name |
+| integration_started | Setup began | integration_name |
+| integration_connected | Successfully connected | integration_name |
+| integration_disconnected | Removed integration | integration_name, reason |
+
+### Account Events
+
+| Event Name | Description | Properties |
+|------------|-------------|------------|
+| account_created | New account | source, plan |
+| account_upgraded | Plan upgrade | from_plan, to_plan |
+| account_churned | Account closed | reason, tenure, mrr_lost |
+| account_reactivated | Returned customer | previous_tenure, new_plan |
+
+---
+
+## Event Properties (Parameters)
+
+### Standard Properties to Include
+
+**User Context:**
+```
+user_id: "12345"
+user_type: "free" | "trial" | "paid"
+account_id: "acct_123"
+plan_type: "starter" | "pro" | "enterprise"
+```
+
+**Session Context:**
+```
+session_id: "sess_abc"
+session_number: 5
+page: "/pricing"
+referrer: "https://google.com"
+```
+
+**Campaign Context:**
+```
+source: "google"
+medium: "cpc"
+campaign: "spring_sale"
+content: "hero_cta"
+```
+
+**Product Context (E-commerce):**
+```
+product_id: "SKU123"
+product_name: "Product Name"
+category: "Category"
+price: 99.99
+quantity: 1
+currency: "USD"
+```
+
+**Timing:**
+```
+timestamp: "2024-01-15T10:30:00Z"
+time_on_page: 45
+session_duration: 300
+```
+
+---
+
+## Funnel Event Sequences
+
+### Signup Funnel
+1. signup_started
+2. signup_step_completed (email)
+3. signup_step_completed (password)
+4. signup_completed
+5. onboarding_started
+
+### Purchase Funnel
+1. pricing_viewed
+2. plan_selected
+3. checkout_started
+4. payment_info_entered
+5. purchase_completed
+
+### E-commerce Funnel
+1. product_viewed
+2. product_added_to_cart
+3. cart_viewed
+4. checkout_started
+5. shipping_info_entered
+6. payment_info_entered
+7. purchase_completed
@@ -0,0 +1,300 @@
+# GA4 Implementation Reference
+
+Detailed implementation guide for Google Analytics 4.
+
+## Contents
+- Configuration (data streams, enhanced measurement events, recommended events)
+- Custom Events (gtag.js implementation, Google Tag Manager)
+- Conversions Setup (creating conversions, conversion values)
+- Custom Dimensions and Metrics (when to use, setup steps, examples)
+- Audiences (creating audiences, audience examples)
+- Debugging (DebugView, real-time reports, common issues)
+- Data Quality (filters, cross-domain tracking, session settings)
+- Integration with Google Ads (linking, audience export)
+
+## Configuration
+
+### Data Streams
+
+- One stream per platform (web, iOS, Android)
+- Enable enhanced measurement for automatic tracking
+- Configure data retention (2 months default, 14 months max)
+- Enable Google Signals (for cross-device, if consented)
+
+### Enhanced Measurement Events (Automatic)
+
+| Event | Description | Configuration |
+|-------|-------------|---------------|
+| page_view | Page loads | Automatic |
+| scroll | 90% scroll depth | Toggle on/off |
+| outbound_click | Click to external domain | Automatic |
+| site_search | Search query used | Configure parameter |
+| video_engagement | YouTube video plays | Toggle on/off |
+| file_download | PDF, docs, etc. | Configurable extensions |
+
+### Recommended Events
+
+Use Google's predefined events when possible for enhanced reporting:
+
+**All properties:**
+- login, sign_up
+- share
+- search
+
+**E-commerce:**
+- view_item, view_item_list
+- add_to_cart, remove_from_cart
+- begin_checkout
+- add_payment_info
+- purchase, refund
+
+**Games:**
+- level_up, unlock_achievement
+- post_score, spend_virtual_currency
+
+Reference: https://support.google.com/analytics/answer/9267735
+
+---
+
+## Custom Events
+
+### gtag.js Implementation
+
+```javascript
+// Basic event
+gtag('event', 'signup_completed', {
+  'method': 'email',
+  'plan': 'free'
+});
+
+// Event with value
+gtag('event', 'purchase', {
+  'transaction_id': 'T12345',
+  'value': 99.99,
+  'currency': 'USD',
+  'items': [{
+    'item_id': 'SKU123',
+    'item_name': 'Product Name',
+    'price': 99.99
+  }]
+});
+
+// User properties
+gtag('set', 'user_properties', {
+  'user_type': 'premium',
+  'plan_name': 'pro'
+});
+
+// User ID (for logged-in users)
+gtag('config', 'GA_MEASUREMENT_ID', {
+  'user_id': 'USER_ID'
+});
+```
+
+### Google Tag Manager (dataLayer)
+
+```javascript
+// Custom event
+dataLayer.push({
+  'event': 'signup_completed',
+  'method': 'email',
+  'plan': 'free'
+});
+
+// Set user properties
+dataLayer.push({
+  'user_id': '12345',
+  'user_type': 'premium'
+});
+
+// E-commerce purchase
+dataLayer.push({
+  'event': 'purchase',
+  'ecommerce': {
+    'transaction_id': 'T12345',
+    'value': 99.99,
+    'currency': 'USD',
+    'items': [{
+      'item_id': 'SKU123',
+      'item_name': 'Product Name',
+      'price': 99.99,
+      'quantity': 1
+    }]
+  }
+});
+
+// Clear ecommerce before sending (best practice)
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+  'event': 'view_item',
+  'ecommerce': {
+    // ...
+  }
+});
+```
+
+---
+
+## Conversions Setup
+
+### Creating Conversions
+
+1. **Collect the event** - Ensure event is firing in GA4
+2. **Mark as conversion** - Admin > Events > Mark as conversion
+3. **Set counting method**:
+   - Once per session (leads, signups)
+   - Every event (purchases)
+4. **Import to Google Ads** - For conversion-optimized bidding
+
+### Conversion Values
+
+```javascript
+// Event with conversion value
+gtag('event', 'purchase', {
+  'value': 99.99,
+  'currency': 'USD'
+});
+```
+
+Or set default value in GA4 Admin when marking conversion.
+
+---
+
+## Custom Dimensions and Metrics
+
+### When to Use
+
+**Custom dimensions:**
+- Properties you want to segment/filter by
+- User attributes (plan type, industry)
+- Content attributes (author, category)
+
+**Custom metrics:**
+- Numeric values to aggregate
+- Scores, counts, durations
+
+### Setup Steps
+
+1. Admin > Data display > Custom definitions
+2. Create dimension or metric
+3. Choose scope:
+   - **Event**: Per event (content_type)
+   - **User**: Per user (account_type)
+   - **Item**: Per product (product_category)
+4. Enter parameter name (must match event parameter)
+
+### Examples
+
+| Dimension | Scope | Parameter | Description |
+|-----------|-------|-----------|-------------|
+| User Type | User | user_type | Free, trial, paid |
+| Content Author | Event | author | Blog post author |
+| Product Category | Item | item_category | E-commerce category |
+
+---
+
+## Audiences
+
+### Creating Audiences
+
+Admin > Data display > Audiences
+
+**Use cases:**
+- Remarketing audiences (export to Ads)
+- Segment analysis
+- Trigger-based events
+
+### Audience Examples
+
+**High-intent visitors:**
+- Viewed pricing page
+- Did not convert
+- In last 7 days
+
+**Engaged users:**
+- 3+ sessions
+- Or 5+ minutes total engagement
+
+**Purchasers:**
+- Purchase event
+- For exclusion or lookalike
+
+---
+
+## Debugging
+
+### DebugView
+
+Enable with:
+- URL parameter: `?debug_mode=true`
+- Chrome extension: GA Debugger
+- gtag: `'debug_mode': true` in config
+
+View at: Reports > Configure > DebugView
+
+### Real-Time Reports
+
+Check events within 30 minutes:
+Reports > Real-time
+
+### Common Issues
+
+**Events not appearing:**
+- Check DebugView first
+- Verify gtag/GTM firing
+- Check filter exclusions
+
+**Parameter values missing:**
+- Custom dimension not created
+- Parameter name mismatch
+- Data still processing (24-48 hrs)
+
+**Conversions not recording:**
+- Event not marked as conversion
+- Event name doesn't match
+- Counting method (once vs. every)
+
+---
+
+## Data Quality
+
+### Filters
+
+Admin > Data streams > [Stream] > Configure tag settings > Define internal traffic
+
+**Exclude:**
+- Internal IP addresses
+- Developer traffic
+- Testing environments
+
+### Cross-Domain Tracking
+
+For multiple domains sharing analytics:
+
+1. Admin > Data streams > [Stream] > Configure tag settings
+2. Configure your domains
+3. List all domains that should share sessions
+
+### Session Settings
+
+Admin > Data streams > [Stream] > Configure tag settings
+
+- Session timeout (default 30 min)
+- Engaged session duration (10 sec default)
+
+---
+
+## Integration with Google Ads
+
+### Linking
+
+1. Admin > Product links > Google Ads links
+2. Enable auto-tagging in Google Ads
+3. Import conversions in Google Ads
+
+### Audience Export
+
+Audiences created in GA4 can be used in Google Ads for:
+- Remarketing campaigns
+- Customer match
+- Similar audiences
@@ -0,0 +1,390 @@
+# Google Tag Manager Implementation Reference
+
+Detailed guide for implementing tracking via Google Tag Manager.
+
+## Contents
+- Container Structure (tags, triggers, variables)
+- Naming Conventions
+- Data Layer Patterns
+- Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)
+- Preview and Debug
+- Workspaces and Versioning
+- Consent Management
+- Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)
+
+## Container Structure
+
+### Tags
+
+Tags are code snippets that execute when triggered.
+
+**Common tag types:**
+- GA4 Configuration (base setup)
+- GA4 Event (custom events)
+- Google Ads Conversion
+- Facebook Pixel
+- LinkedIn Insight Tag
+- Custom HTML (for other pixels)
+
+### Triggers
+
+Triggers define when tags fire.
+
+**Built-in triggers:**
+- Page View: All Pages, DOM Ready, Window Loaded
+- Click: All Elements, Just Links
+- Form Submission
+- Scroll Depth
+- Timer
+- Element Visibility
+
+**Custom triggers:**
+- Custom Event (from dataLayer)
+- Trigger Groups (multiple conditions)
+
+### Variables
+
+Variables capture dynamic values.
+
+**Built-in (enable as needed):**
+- Click Text, Click URL, Click ID, Click Classes
+- Page Path, Page URL, Page Hostname
+- Referrer
+- Form Element, Form ID
+
+**User-defined:**
+- Data Layer variables
+- JavaScript variables
+- Lookup tables
+- RegEx tables
+- Constants
+
+---
+
+## Naming Conventions
+
+### Recommended Format
+
+```
+[Type] - [Description] - [Detail]
+
+Tags:
+GA4 - Event - Signup Completed
+GA4 - Config - Base Configuration
+FB - Pixel - Page View
+HTML - LiveChat Widget
+
+Triggers:
+Click - CTA Button
+Submit - Contact Form
+View - Pricing Page
+Custom - signup_completed
+
+Variables:
+DL - user_id
+JS - Current Timestamp
+LT - Campaign Source Map
+```
+
+---
+
+## Data Layer Patterns
+
+### Basic Structure
+
+```javascript
+// Initialize (in <head> before GTM)
+window.dataLayer = window.dataLayer || [];
+
+// Push event
+dataLayer.push({
+  'event': 'event_name',
+  'property1': 'value1',
+  'property2': 'value2'
+});
+```
+
+### Page Load Data
+
+```javascript
+// Set on page load (before GTM container)
+window.dataLayer = window.dataLayer || [];
+dataLayer.push({
+  'pageType': 'product',
+  'contentGroup': 'products',
+  'user': {
+    'loggedIn': true,
+    'userId': '12345',
+    'userType': 'premium'
+  }
+});
+```
+
+### Form Submission
+
+```javascript
+document.querySelector('#contact-form').addEventListener('submit', function() {
+  dataLayer.push({
+    'event': 'form_submitted',
+    'formName': 'contact',
+    'formLocation': 'footer'
+  });
+});
+```
+
+### Button Click
+
+```javascript
+document.querySelector('.cta-button').addEventListener('click', function() {
+  dataLayer.push({
+    'event': 'cta_clicked',
+    'ctaText': this.innerText,
+    'ctaLocation': 'hero'
+  });
+});
+```
+
+### E-commerce Events
+
+```javascript
+// Product view
+dataLayer.push({ ecommerce: null }); // Clear previous
+dataLayer.push({
+  'event': 'view_item',
+  'ecommerce': {
+    'items': [{
+      'item_id': 'SKU123',
+      'item_name': 'Product Name',
+      'price': 99.99,
+      'item_category': 'Category',
+      'quantity': 1
+    }]
+  }
+});
+
+// Add to cart
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+  'event': 'add_to_cart',
+  'ecommerce': {
+    'items': [{
+      'item_id': 'SKU123',
+      'item_name': 'Product Name',
+      'price': 99.99,
+      'quantity': 1
+    }]
+  }
+});
+
+// Purchase
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+  'event': 'purchase',
+  'ecommerce': {
+    'transaction_id': 'T12345',
+    'value': 99.99,
+    'currency': 'USD',
+    'tax': 5.00,
+    'shipping': 10.00,
+    'items': [{
+      'item_id': 'SKU123',
+      'item_name': 'Product Name',
+      'price': 99.99,
+      'quantity': 1
+    }]
+  }
+});
+```
+
+---
+
+## Common Tag Configurations
+
+### GA4 Configuration Tag
+
+**Tag Type:** Google Analytics: GA4 Configuration
+
+**Settings:**
+- Measurement ID: G-XXXXXXXX
+- Send page view: Checked (for pageviews)
+- User Properties: Add any user-level dimensions
+
+**Trigger:** All Pages
+
+### GA4 Event Tag
+
+**Tag Type:** Google Analytics: GA4 Event
+
+**Settings:**
+- Configuration Tag: Select your config tag
+- Event Name: {{DL - event_name}} or hardcode
+- Event Parameters: Add parameters from dataLayer
+
+**Trigger:** Custom Event with event name match
+
+### Facebook Pixel - Base
+
+**Tag Type:** Custom HTML
+
+```html
+<script>
+  !function(f,b,e,v,n,t,s)
+  {if(f.fbq)return;n=f.fbq=function(){n.callMethod?
+  n.callMethod.apply(n,arguments):n.queue.push(arguments)};
+  if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
+  n.queue=[];t=b.createElement(e);t.async=!0;
+  t.src=v;s=b.getElementsByTagName(e)[0];
+  s.parentNode.insertBefore(t,s)}(window, document,'script',
+  'https://connect.facebook.net/en_US/fbevents.js');
+  fbq('init', 'YOUR_PIXEL_ID');
+  fbq('track', 'PageView');
+</script>
+```
+
+**Trigger:** All Pages
+
+### Facebook Pixel - Event
+
+**Tag Type:** Custom HTML
+
+```html
+<script>
+  fbq('track', 'Lead', {
+    content_name: '{{DL - form_name}}'
+  });
+</script>
+```
+
+**Trigger:** Custom Event - form_submitted
+
+---
+
+## Preview and Debug
+
+### Preview Mode
+
+1. Click "Preview" in GTM
+2. Enter site URL
+3. GTM debug panel opens at bottom
+
+**What to check:**
+- Tags fired on this event
+- Tags not fired (and why)
+- Variables and their values
+- Data layer contents
+
+### Debug Tips
+
+**Tag not firing:**
+- Check trigger conditions
+- Verify data layer push
+- Check tag sequencing
+
+**Wrong variable value:**
+- Check data layer structure
+- Verify variable path (nested objects)
+- Check timing (data may not exist yet)
+
+**Multiple firings:**
+- Check trigger uniqueness
+- Look for duplicate tags
+- Check tag firing options
+
+---
+
+## Workspaces and Versioning
+
+### Workspaces
+
+Use workspaces for team collaboration:
+- Default workspace for production
+- Separate workspaces for large changes
+- Merge when ready
+
+### Version Management
+
+**Best practices:**
+- Name every version descriptively
+- Add notes explaining changes
+- Review changes before publish
+- Keep production version noted
+
+**Version notes example:**
+```
+v15: Added purchase conversion tracking
+- New tag: GA4 - Event - Purchase
+- New trigger: Custom Event - purchase
+- New variables: DL - transaction_id, DL - value
+- Tested: Chrome, Safari, Mobile
+```
+
+---
+
+## Consent Management
+
+### Consent Mode Integration
+
+```javascript
+// Default state (before consent)
+gtag('consent', 'default', {
+  'analytics_storage': 'denied',
+  'ad_storage': 'denied'
+});
+
+// Update on consent
+function grantConsent() {
+  gtag('consent', 'update', {
+    'analytics_storage': 'granted',
+    'ad_storage': 'granted'
+  });
+}
+```
+
+### GTM Consent Overview
+
+1. Enable Consent Overview in Admin
+2. Configure consent for each tag
+3. Tags respect consent state automatically
+
+---
+
+## Advanced Patterns
+
+### Tag Sequencing
+
+**Setup tags to fire in order:**
+Tag Configuration > Advanced Settings > Tag Sequencing
+
+**Use cases:**
+- Config tag before event tags
+- Pixel initialization before tracking
+- Cleanup after conversion
+
+### Exception Handling
+
+**Trigger exceptions** - Prevent tag from firing:
+- Exclude certain pages
+- Exclude internal traffic
+- Exclude during testing
+
+### Custom JavaScript Variables
+
+```javascript
+// Get URL parameter
+function() {
+  var params = new URLSearchParams(window.location.search);
+  return params.get('campaign') || '(not set)';
+}
+
+// Get cookie value
+function() {
+  var match = document.cookie.match('(^|;) ?user_id=([^;]*)(;|$)');
+  return match ? match[2] : null;
+}
+
+// Get data from page
+function() {
+  var el = document.querySelector('.product-price');
+  return el ? parseFloat(el.textContent.replace('$', '')) : 0;
+}
+```
@@ -0,0 +1,312 @@
+---
+name: aso
+description: "When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it."
+metadata:
+  version: 2.0.0
+---
+
+# ASO Audit
+
+Analyze App Store and Google Play listings against ASO best practices. Fetches
+live listing data, scores metadata, visuals, and ratings, then produces a
+prioritized action plan.
+
+## When to Use
+
+- User shares an App Store or Google Play URL
+- User asks to audit or optimize an app listing
+- User wants to compare their app against competitors
+- User asks about app store ranking, visibility, or download conversion
+
+## Before Auditing
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+## Phase 1 — Identify Store & Fetch
+
+### Detect store type from URL
+
+```
+Apple:  apps.apple.com/{country}/app/{name}/id{digits}
+Google: play.google.com/store/apps/details?id={package}
+```
+
+If the user gives an app name instead of a URL, search the web for:
+`site:apps.apple.com "{app name}"` or `site:play.google.com "{app name}"`
+
+### Fetch the listing
+
+Use WebFetch to retrieve the listing page. Extract every available field:
+
+**Apple App Store fields:**
+
+- App name (title) — 30 char limit
+- Subtitle — 30 char limit
+- Description (long) — not indexed for search, but matters for conversion
+- Promotional text — 170 chars, updatable without new release
+- Category (primary + secondary)
+- Screenshots (count, order, caption text)
+- Preview video (presence, duration)
+- Rating (average + count)
+- Recent reviews (visible ones)
+- Price / in-app purchases
+- Developer name
+- Last updated date
+- Version history notes
+- Age rating
+- Size
+- Languages / localizations listed
+- In-app events (if any visible)
+
+**Google Play fields:**
+
+- App name (title) — 30 char limit
+- Short description — 80 char limit
+- Full description — 4,000 char limit, IS indexed for search
+- Category + tags
+- Feature graphic (presence)
+- Screenshots (count, order)
+- Preview video (presence)
+- Rating (average + count)
+- Recent reviews (visible ones)
+- Price / in-app purchases
+- Developer name
+- Last updated date
+- What's new text
+- Downloads range
+- Content rating
+- Data safety section
+- Languages listed
+
+If WebFetch returns incomplete data (stores render client-side), note gaps and
+work with what's available. Ask the user to paste missing fields if critical.
+
+### Visual asset assessment
+
+WebFetch cannot extract screenshot images or caption text. **Take a screenshot
+of the listing page** to get visual data:
+
+1. Navigate to the listing URL and capture a full-page screenshot
+2. Assess the screenshot for: icon quality, screenshot count, caption text,
+   messaging quality, preview video presence, feature graphic (Google Play)
+3. If browser tools are unavailable, ask the user to share a screenshot of the
+   listing page
+
+**Promotional text (Apple):** This 170-char field appears above the description
+but is often indistinguishable from it in scraped HTML. If you cannot confirm
+its presence, note this and recommend the user check App Store Connect.
+
+---
+
+## Phase 1.5 — Assess Brand Maturity
+
+Before scoring, classify the app into one of three tiers. This determines how
+you interpret "textbook ASO" deviations — a deliberate brand choice by a
+household name is not the same as a missed opportunity by an unknown app.
+
+### Tier definitions
+
+| Tier            | Signals                                                                                                                              | Examples                                    |
+| --------------- | ------------------------------------------------------------------------------------------------------------------------------------ | ------------------------------------------- |
+| **Dominant**    | Household name, 1M+ ratings, top-10 in category, near-universal brand recognition. Users search by brand name, not generic keywords. | Instagram, Uber, Spotify, WhatsApp, Netflix |
+| **Established** | Well-known in their category, 100K+ ratings, strong organic installs, recognized brand but not universally known.                    | Strava, Notion, Duolingo, Cash App, Calm    |
+| **Challenger**  | Building awareness, <100K ratings, needs discovery through keywords and ASO tactics. Most apps fall here.                            | Your app, most indie/startup apps           |
+
+### How tier affects scoring
+
+**Dominant apps** get adjusted scoring in these areas:
+
+- **Title:** Brand-only or brand-first titles are valid (score 8+ if brand is the keyword). These apps don't need generic keyword discovery.
+- **Description:** Score purely on conversion quality, not keyword presence. If the app is a household name, a well-crafted brand description beats a keyword-stuffed one.
+- **Visual Assets:** Lifestyle/brand photography instead of UI demos is a legitimate conversion strategy. No video is acceptable if the product is hard to demo in 30s or brand awareness is near-universal.
+- **What's New:** Generic release notes at weekly+ cadence are acceptable (score 8+). At scale, detailed changelogs have minimal ROI and risk backlash.
+- **In-app events:** Missing events for utility apps with massive install bases (Uber, WhatsApp) is not a penalty. These apps don't need discovery help.
+- **Localization:** Score relative to actual market, not absolute count. A US-only fintech with 2 languages (English + Spanish) is appropriately localized.
+
+**Established apps** get partial adjustment:
+
+- Brand-first titles are fine but should still include 1-2 keywords
+- Strategic description choices get benefit of the doubt
+- Other dimensions scored normally
+
+**Challenger apps** are scored strictly against textbook ASO best practices — every character, screenshot, and keyword matters.
+
+**Key principle:** Before docking points, ask: "Is this a mistake or a deliberate
+choice by a team that has data I don't?" If the app has 1M+ ratings and a
+dedicated ASO team, assume their choices are data-informed unless clearly wrong.
+
+---
+
+## Phase 2 — Score Each Dimension
+
+Score each dimension 0-10 using the criteria in `references/scoring-criteria.md`.
+Apply the brand maturity tier adjustments from Phase 1.5.
+
+Reference files for platform specs and benchmarks:
+
+- `references/apple-specs.md` — Official Apple character limits, screenshot/video specs, CPP/PPO rules, rejection triggers
+- `references/google-play-specs.md` — Official Google Play limits, screenshot specs, Android Vitals thresholds, policies
+- `references/benchmarks.md` — Conversion data, rating impact, video lift, screenshot behavior, CPP/event benchmarks
+
+### Dimensions and Weights
+
+| #   | Dimension            | Weight | What It Covers                                                            |
+| --- | -------------------- | ------ | ------------------------------------------------------------------------- |
+| 1   | Title & Subtitle     | 20%    | Character usage, keyword presence, clarity, brand + keyword balance       |
+| 2   | Description          | 15%    | First 3 lines, keyword density (Google), CTA, structure, promotional text |
+| 3   | Visual Assets        | 25%    | Screenshot count/quality/messaging, video, icon, feature graphic          |
+| 4   | Ratings & Reviews    | 20%    | Average rating, volume, recency, developer responses                      |
+| 5   | Metadata & Freshness | 10%    | Category choice, update recency, localization count, data safety          |
+| 6   | Conversion Signals   | 10%    | Price positioning, IAP transparency, social proof, download range         |
+
+**Final score** = weighted sum, out of 100.
+
+### Score interpretation
+
+| Score  | Grade | Meaning                                                   |
+| ------ | ----- | --------------------------------------------------------- |
+| 85-100 | A     | Well-optimized; focus on A/B testing and iteration        |
+| 70-84  | B     | Good foundation; clear opportunities to improve           |
+| 50-69  | C     | Significant gaps; prioritized fixes will have high impact |
+| 30-49  | D     | Major optimization needed across multiple dimensions      |
+| 0-29   | F     | Listing needs a complete overhaul                         |
+
+---
+
+## Phase 3 — Competitor Comparison (Optional)
+
+If the user provides competitor URLs or asks for comparison:
+
+1. Fetch 2-3 top competitors in the same category
+2. Run the same scoring on each
+3. Build a comparison table highlighting where the user's app is weaker/stronger
+4. Identify keyword gaps — terms competitors rank for that the user's app doesn't target
+
+If no competitors are specified, suggest the user provide 2-3 or offer to search
+for top apps in their category.
+
+---
+
+## Phase 4 — Generate Report
+
+Use the template in `references/report-template.md` to structure the output.
+
+The report must include:
+
+1. **Score card** — table with all 6 dimensions, scores, and grade
+2. **Top 3 quick wins** — changes that take <1 hour and have highest impact
+3. **Detailed findings** — per-dimension breakdown with specific issues and fixes
+4. **Keyword suggestions** — based on title/description analysis and competitor gaps
+5. **Visual asset recommendations** — specific screenshot/video improvements
+6. **Priority action plan** — ordered list of changes by impact vs effort
+
+### Report rules
+
+- Every recommendation must be **specific and actionable** ("Change subtitle from X to Y" not "Improve subtitle")
+- Include character counts for all text recommendations
+- Flag platform-specific differences (Apple vs Google) when relevant
+- Note what CANNOT be assessed without paid tools (search volume, exact rankings)
+- When suggesting keyword changes, explain WHY each keyword matters
+
+---
+
+## Platform-Specific Rules
+
+### Apple App Store — Key Facts
+
+- Title (30 chars) + Subtitle (30 chars) + Keyword field (100 **bytes**, hidden) = indexed text
+- Keywords field is bytes not chars — Arabic/CJK use 2-3 bytes per char
+- Long description is NOT indexed for search — optimize for conversion only
+- Promotional text (170 chars) does NOT affect search (Apple confirmed)
+- Never repeat words across title/subtitle/keyword field (Apple indexes each word once)
+- Keyword field: commas, no spaces ("photo,editor,filter" not "photo, editor, filter")
+- Screenshots: up to 10 per device. First 3 visible in search — 90% never scroll past 3rd
+- Screenshot captions indexed since June 2025 (AI extraction)
+- In-app events: max 10 published at once, max 31 days each. Indexed and appear in search
+- Custom Product Pages (up to 70) in organic search since July 2025. +5.9% avg conversion lift
+- App preview video: up to 3, 15-30s each. Autoplays muted — +20-40% conversion lift
+- SKStoreReviewController: max 3 prompts per 365 days
+- Apple has human editorial curation — quality and design matter more
+- See `references/apple-specs.md` for full specs, dimensions, and rejection triggers
+
+### Google Play — Key Facts
+
+- Title (30 chars) + Short description (80 chars) + Full description (4,000 chars) = indexed text
+- Full description IS indexed — target 2-3% keyword density naturally
+- No hidden keyword field — all keywords must be in visible text
+- Google NLP/semantic understanding — keyword stuffing detected and penalized
+- Prohibited in title: emojis, ALL CAPS, "best"/"#1"/"free", CTAs (enforced since 2021)
+- Screenshots: min 2, **max 8** per device (not 10 like Apple)
+- Feature graphic (1024x500, exact) required for featured placements
+- Video does NOT autoplay — only ~6% of users tap play (low ROI vs iOS)
+- Android Vitals directly affect ranking: crash >1.09% or ANR >0.47% = reduced visibility
+- Promotional Content: submit 14 days early for featuring. Apps see 2x explore acquisitions
+- Custom Store Listings: up to 50 (can target churned users, specific countries, ad campaigns)
+- Store Listing Experiments: test up to 3 variants, run 7+ days, 1 experiment at a time
+- See `references/google-play-specs.md` for full specs and policy details
+
+### What Apple Indexes vs What Google Indexes
+
+| Field                 | Apple Indexed?   | Google Indexed?        |
+| --------------------- | ---------------- | ---------------------- |
+| Title                 | Yes              | Yes (strongest signal) |
+| Subtitle / Short desc | Yes              | Yes                    |
+| Keyword field         | Yes (hidden)     | Does not exist         |
+| Long description      | No               | Yes (heavily)          |
+| Screenshot captions   | Yes (since 2025) | No                     |
+| In-app events         | Yes              | N/A (LiveOps instead)  |
+| Developer name        | No               | Partial                |
+| IAP names             | Yes              | Yes                    |
+
+---
+
+## Common Issues Checklist
+
+Flag these if found. Items marked _(tier-dependent)_ should be evaluated against
+the app's brand maturity tier — they may be deliberate choices for Dominant apps.
+
+**Always flag (all tiers):**
+
+- [ ] Rating below 4.0
+- [ ] Last update > 3 months ago
+- [ ] Google Play description has no keyword strategy (under 1% density)
+- [ ] Google Play missing feature graphic
+- [ ] Apple keyword field likely has repeated words (inferred from title+subtitle)
+- [ ] Category mismatch — app would face less competition in a different category
+- [ ] Fewer than 5 screenshots
+
+**Flag for Challenger/Established only** _(not mistakes for Dominant apps):_
+
+- [ ] Title wastes characters on brand name only (no keywords) _(Dominant: brand IS the keyword)_
+- [ ] Subtitle/short description duplicates title keywords
+- [ ] Description first 3 lines are generic _(Dominant: may be brand-voice choice)_
+- [ ] No preview video _(Dominant: may be rational if product is hard to demo)_
+- [ ] Screenshots are just UI dumps with no messaging/captions _(Dominant: lifestyle/brand shots may convert better)_
+- [ ] Only 1-2 localizations _(score relative to actual market, not absolute count)_
+- [ ] No in-app events or promotional content _(Dominant utility apps may not need discovery help)_
+
+**Flag for all tiers but note context:**
+
+- [ ] No developer responses to negative reviews _(note volume — responding at 10M+ reviews is a different challenge than at 1K)_
+- [ ] Generic "What's New" text _(acceptable at weekly+ release cadence for Established/Dominant)_
+
+---
+
+## Task-Specific Questions
+
+1. What is the App Store or Google Play URL?
+2. Is this your app or a competitor's?
+3. What category does the app compete in?
+4. Do you have competitor URLs to compare against?
+5. Are you focused on search visibility, conversion rate, or both?
+6. Do you have access to App Store Connect or Google Play Console data?
+
+---
+
+## Related Skills
+
+- **cro**: For optimizing the conversion of web-based landing pages that drive app installs
+- **ad-creative**: For creating App Store and Google Play ad creatives
+- **analytics**: For setting up install attribution and in-app event tracking
+- **customer-research**: For understanding user needs and language to inform listing copy
@@ -0,0 +1,91 @@
+{
+  "skill_name": "aso",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Here's our app on the App Store: https://apps.apple.com/us/app/example/id123456789. Can you audit our listing and tell me what to fix?",
+      "expected_output": "Should check for product-marketing.md first. Should detect this is an Apple App Store URL and run the full ASO audit workflow. Should fetch the listing and extract Apple-specific fields (title 30 chars, subtitle 30 chars, description, promotional text 170 chars, category, screenshots, video, ratings). Should classify the app's brand maturity tier (Dominant/Established/Challenger) before scoring. Should score all 6 dimensions (Title & Subtitle 20%, Description 15%, Visual Assets 25%, Ratings & Reviews 20%, Metadata & Freshness 10%, Conversion Signals 10%) with weighted total out of 100 and a grade. Should output a scorecard, top 3 quick wins, detailed findings, keyword suggestions, visual recommendations, and prioritized action plan with specific 'change X from Y to Z' recommendations including character counts.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Identifies as Apple App Store URL",
+        "Classifies brand maturity tier",
+        "Scores all 6 dimensions with weights",
+        "Provides scorecard with grade",
+        "Lists top 3 quick wins",
+        "Recommendations include character counts",
+        "Recommendations are specific (X to Y format)"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We're a small fintech startup with about 5,000 downloads. Our Play Store listing has a 2.8 rating and we haven't updated the description in 8 months. Help us figure out what to fix first.",
+      "expected_output": "Should recognize this as a Challenger-tier Google Play app. Should immediately flag the always-flag issues: rating below 4.0 (critical), last update >3 months ago. Should apply strict Challenger scoring against textbook best practices. Should focus on Google Play-specific guidance: full description is indexed for search (target 2-3% keyword density), no hidden keyword field, feature graphic required (1024x500), max 8 screenshots, Android Vitals affect ranking. Should prioritize fixing the rating issue (response strategy, in-app review prompts) and refreshing the description with keyword strategy. Should recommend updating the listing soon to break the >3 month stale signal.",
+      "assertions": [
+        "Identifies as Google Play app",
+        "Classifies as Challenger tier",
+        "Flags rating below 4.0",
+        "Flags stale update (>3 months)",
+        "Notes Google Play indexes full description",
+        "Mentions feature graphic requirement",
+        "Recommends keyword strategy in description",
+        "Prioritizes rating improvement"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Instagram's App Store listing has just 'Instagram' as the title and barely any keywords. Should they fix that?",
+      "expected_output": "Should classify Instagram as a Dominant-tier app and apply tier-adjusted scoring. Should explain that brand-only titles are valid for Dominant apps (score 8+ if brand IS the keyword) because users search by brand name, not generic keywords. Should NOT flag this as a missed opportunity. Should explain the key principle: 'Is this a mistake or a deliberate choice by a team that has data I don't?' Should note that other dimensions (screenshots, description, what's new) are also evaluated against tier — lifestyle/brand photography and brief release notes are acceptable for Dominant apps. Should contrast with what would be a problem for a Challenger app.",
+      "assertions": [
+        "Classifies Instagram as Dominant tier",
+        "Explains brand-only titles are valid for Dominant",
+        "Does NOT flag the title as a problem",
+        "Contrasts Dominant vs Challenger treatment",
+        "Cites the 'mistake vs deliberate choice' principle"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Compare our app https://apps.apple.com/us/app/ourapp/id111 against these two competitors: https://apps.apple.com/us/app/competitor1/id222 and https://apps.apple.com/us/app/competitor2/id333",
+      "expected_output": "Should run Phase 3 competitor comparison. Should fetch and score all three apps with the same 6-dimension framework. Should build a side-by-side comparison table highlighting where the user's app is weaker or stronger across each dimension. Should identify keyword gaps — terms competitors target that the user's app doesn't. Should produce a prioritized list of competitor-informed changes. Should call out platform-specific considerations consistently across all three apps.",
+      "assertions": [
+        "Scores all 3 apps with same framework",
+        "Builds comparison table",
+        "Identifies where user's app is weaker",
+        "Identifies keyword gaps vs competitors",
+        "Produces competitor-informed action list"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "We only have 3 screenshots and no preview video. Does this really matter that much?",
+      "expected_output": "Should explain that screenshot count and video presence are heavily weighted in the Visual Assets dimension (25% of total score). Should cite specific data: Apple allows up to 10 screenshots per device with the first 3 visible in search, and 90% of users never scroll past the 3rd. Should note Apple screenshot captions are indexed for search since June 2025. Should cite the conversion benchmark: app preview video delivers +20-40% conversion lift on iOS (note Google Play video has lower ROI — only ~6% tap play). Should recommend adding 5-8 screenshots minimum with caption text, and a 15-30s preview video. Should flag fewer than 5 screenshots as an always-flag issue across all tiers.",
+      "assertions": [
+        "Notes Visual Assets is 25% of score",
+        "Cites first 3 screenshots are most important",
+        "Mentions screenshot caption indexing (Apple, 2025)",
+        "Cites video conversion lift benchmark",
+        "Notes Google Play video has lower ROI",
+        "Recommends specific screenshot count and video specs",
+        "Flags <5 screenshots as always-flag issue"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Should I run a Custom Product Page experiment on iOS for our paid search campaigns?",
+      "expected_output": "Should reference Apple-specific facts: Custom Product Pages (CPP) — up to 70 — appear in organic search since July 2025 with +5.9% average conversion lift. Should explain CPPs let you test variants of screenshots, video, and promotional text against specific traffic sources (e.g., paid search keywords). Should recommend matching CPP variants to the keyword intent for the campaign. Should cross-reference the ab-testing skill for proper experiment design and the ads skill for the campaign side. Should note this is an iOS-only feature (Google Play has Store Listing Experiments and Custom Store Listings as equivalents).",
+      "assertions": [
+        "Identifies Custom Product Pages as iOS-specific",
+        "Cites +5.9% conversion lift benchmark",
+        "Explains CPP can match traffic source intent",
+        "Cross-references ab-testing or ads skill",
+        "Notes Google Play equivalents"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,107 @@
+# Apple App Store — Official Specs & Guidelines
+
+All data from developer.apple.com as of March 2026.
+
+## Character Limits
+
+| Field                   | Limit            | Indexed for Search?      | Notes                                                    |
+| ----------------------- | ---------------- | ------------------------ | -------------------------------------------------------- |
+| App Name                | 30 chars (min 2) | Yes                      | Must be unique; no trademarks, competitor names, pricing |
+| Subtitle                | 30 chars         | Yes                      | No unverifiable claims                                   |
+| Keywords                | 100 bytes        | Yes (hidden)             | Commas, no spaces between terms                          |
+| Description             | 4,000 chars      | **No**                   | Plain text only, no HTML                                 |
+| Promotional Text        | 170 chars        | **No** (Apple confirmed) | Updatable without new version                            |
+| What's New              | 4,000 chars      | No                       | Required for all versions after first                    |
+| IAP Name                | 35 chars         | Yes                      | Appears in search                                        |
+| IAP Description         | 55 chars         | No                       |                                                          |
+| In-App Event Name       | 30 chars         | Yes                      | Title case required                                      |
+| In-App Event Short Desc | 50 chars         | Yes                      | Sentence case                                            |
+| In-App Event Long Desc  | 120 chars        | No                       | Sentence case                                            |
+
+**Keywords field is 100 bytes, not 100 characters.** Non-Latin scripts (Arabic,
+Chinese, Japanese, Korean) use 2-3 bytes per character, reducing effective
+keyword count significantly.
+
+## Screenshot Specs
+
+| Device           | Required?     | Count | Dimensions (portrait)      |
+| ---------------- | ------------- | ----- | -------------------------- |
+| 6.9" iPhone      | **Required**  | 1-10  | 1260 x 2736                |
+| 13" iPad         | **Required**  | 1-10  | 2064 x 2752                |
+| Mac              | If applicable | 1-10  | Up to 2880 x 1800 (16:10)  |
+| Apple Watch      | If applicable | 1-10  | Varies by model            |
+| Apple TV         | If applicable | 1-10  | 1920 x 1080 or 3840 x 2160 |
+| Apple Vision Pro | If applicable | 1-10  | 3840 x 2160                |
+
+- Formats: JPEG, PNG
+- Apple auto-scales from required base sizes to smaller devices
+
+## App Preview Video Specs
+
+- **Count:** Up to 3 per app
+- **Duration:** 15-30 seconds
+- **Max file size:** 500 MB
+- **Codecs:** H.264 (10-12 Mbps, up to 30fps) or ProRes 422 HQ
+- **Audio:** Stereo, 256 kbps AAC or PCM, 44.1/48 kHz
+- **Formats:** .mov, .m4v, .mp4
+- **Behavior:** Autoplays muted on product page (iOS 11+)
+
+## Custom Product Pages (CPPs)
+
+- **Max:** 70 additional pages (plus 1 default)
+- **Customizable:** Screenshots, promotional text, app previews, deep links (iOS 18+)
+- **Keywords:** Each keyword combo must be unique to a single CPP
+- **Review:** Submitted to App Review independently of app updates
+- **Organic search:** CPPs appear in organic search results since July 2025
+- **Performance:** +2.5 percentage points higher conversion on average vs default
+
+## Product Page Optimization (A/B Testing)
+
+- **Treatments:** Up to 3 vs original
+- **Testable:** App icons, screenshots, app preview videos
+- **NOT testable:** Title, subtitle, description, keywords
+- **Concurrent tests:** 1 per app
+- **Max duration:** 90 days
+- **Icon constraint:** All icon variants must be in the published app binary
+- **Confidence:** Apple recommends 90% threshold (Bayesian method)
+- **Cannot modify** a test once started
+
+## In-App Events
+
+- **Max approved:** 15 in App Store Connect at once
+- **Max published:** 10 on App Store simultaneously
+- **Max duration:** 31 days per event
+- **Pre-event promotion:** Up to 14 days before start
+- **Badge types:** Challenge, Competition, Live Event, Major Update, New Season, Premiere, Special Event
+
+**Event card image:** 16:9, min 1920x1080, max 3840x2160
+**Event details image:** 9:16, min 1080x1920, max 2160x3840
+
+**Not suitable:** Repetitive daily tasks, price promotions without new content, general awareness campaigns.
+
+## Ratings & Reviews
+
+- **SKStoreReviewController:** Max 3 prompts per 365-day period
+- System controls display frequency (may show fewer than 3)
+- Do not use custom buttons to request reviews
+- Developers can respond to all reviews in App Store Connect
+- Summary rating is territory-specific
+
+## Metadata Rejection Triggers (App Review Guidelines)
+
+| Guideline | Rejection Trigger                                                         |
+| --------- | ------------------------------------------------------------------------- |
+| 2.3.1     | Hidden features, misleading marketing, false pricing                      |
+| 2.3.2     | Not disclosing IAPs in description/screenshots                            |
+| 2.3.3     | Screenshots that don't show app in use (only splash/login)                |
+| 2.3.4     | Preview videos using non-app content                                      |
+| 2.3.5     | Wrong category selected                                                   |
+| 2.3.7     | Keyword stuffing: trademarks, competitor names, pricing, irrelevant terms |
+| 2.3.8     | Metadata not appropriate for all audiences (must be 4+ rated)             |
+| 2.3.10    | Other platform names/imagery (Android, etc.) in metadata                  |
+| 2.3.12    | Generic What's New for significant changes                                |
+| 2.3.13    | Inaccurate in-app event metadata                                          |
+
+Sources: developer.apple.com/app-store/product-page/,
+developer.apple.com/app-store/search/,
+developer.apple.com/app-store/review/guidelines/
@@ -0,0 +1,129 @@
+# ASO Benchmarks & Conversion Data
+
+Industry data from AppTweak, SplitMetrics, Sensor Tower, and others. Updated March 2026.
+
+## Conversion Rate Benchmarks by Category
+
+**Average CVR (page view to install):**
+
+- iOS overall: **25.0%**
+- Google Play overall: **27.3%**
+
+| Category          | iOS CVR        | Google Play CVR |
+| ----------------- | -------------- | --------------- |
+| Navigation        | 115%\*         | --              |
+| Auto & Vehicles   | --             | 70.5%           |
+| Business          | 66.7%          | --              |
+| Music (Games)     | --             | 45.0%           |
+| Utilities & Tools | --             | 36.8%           |
+| Shopping          | --             | 27.7%           |
+| Health & Fitness  | --             | 23.2%           |
+| Finance           | --             | 19.7%           |
+| Food & Drink      | --             | 13.1%           |
+| Games (Board)     | 1.2%           | 7.3%            |
+| Games (overall)   | 3-5% realistic | --              |
+
+\*Above 100% = some users install from search without visiting product page.
+
+Source: AppTweak 2025 Benchmarks Report (H1 2024 data, US market)
+
+## Rating Impact on Conversion
+
+| Rating Change              | Conversion Impact                       |
+| -------------------------- | --------------------------------------- |
+| 3.0 to 4.0 stars           | **+89%**                                |
+| 4.0 to 4.5 stars           | **+20-30%**                             |
+| 4.3 to 4.6 stars           | **+22-28%** (Finance, Health)           |
+| 0.4-star gap vs competitor | **~25% lost installs** from same search |
+| 3-star vs 5-star app       | **50% fewer conversions** for 3-star    |
+
+**Critical thresholds:**
+
+- **4.0 stars** = minimum for Apple featuring, user trust, conversion viability
+- **4.5+ stars** = optimal zone. Sweet spot: 4.1-4.9
+- **5.0 stars** can look suspicious to users
+- **Below 3.5** = sharp visibility drop on both stores
+- **79% of users** check ratings before downloading
+- **50% reject** apps below 3 stars
+
+Sources: AppFollow, MobileAction, Sensor Tower, Troof.ai
+
+## Preview Video Impact
+
+**iOS:** +20-40% conversion lift (video autoplays on product page)
+**Google Play:** Minimal lift (only ~6% of visitors tap to play)
+
+- Autoplay introduced in iOS 11 caused **+47% conversion jump**
+- Users who watch video are **2x more likely to install**
+- Average watch time: **4-6.5 seconds** (first 5 seconds are critical)
+- 50%+ of viewers watch to the end
+
+**Takeaway:** Video is high-ROI on iOS, low-ROI on Google Play.
+
+Sources: StoreMaven, SplitMetrics, Leanplum
+
+## Screenshot Impact
+
+- **90% of users** do not scroll past the 3rd screenshot
+- Average scroll rate: only **17%**
+- Users spend **6-10 seconds** scanning before deciding
+- **First screenshot decides everything**
+- Well-designed screenshots lift conversion **20-35%**
+- A/B test winners see **10-25% improvement**
+- **Optimal count:** 4-5 for utility apps, 5-6 for complex apps
+- More than 6: diminishing returns, can cause decision paralysis
+- Top 200 apps update screenshots **2-4 times/year**
+- Top Google Play games update visuals **up to 8x/year**
+- **57% of top games** A/B tested screenshots at least 2x in 2024
+
+Sources: AppTweak, ASOMobile, Sensor Tower
+
+## Custom Product Pages (Apple CPPs)
+
+- Average conversion lift: **+5.9% for apps**, **+3.5% for games**
+- Best cases: up to **+8.6%**
+- Organic referral: **+2.5 percentage points** (156% lift vs 1.6% baseline)
+- Apple Ads CPP CVR: **55.8% in 2024** (up from 42.1% in 2023)
+- **Only 31% of apps** and **26% of games** use CPPs (low adoption = opportunity)
+- Screenshot reordering alone produced **+16.6% installs** in one case
+
+Sources: AppTweak, SplitMetrics, MobileAction
+
+## Custom Store Listings (Google Play CSLs)
+
+- Up to **50 custom versions** per app
+- Case study (Lockwood/Avakin Life): **+57% CVR** over 2 months
+- Can target inactive/churned users (28+ days no activity)
+
+Source: Phiture, MobileAction
+
+## In-App Events (Apple)
+
+- **55% of top 200 apps** use them regularly
+- +**15-20% more impressions** from editorial/browse placements
+- One case: **+124% surge** in total impressions
+- One case: **+50% impressions AND first-time downloads**
+- Search CVR uptick: **+10.3%**
+- Re-downloads increase: **+15.5%**
+- **Boost is short-lived** -- KPIs drop to baseline when event ends
+- Optimal: **2-4 active events per month**
+
+Sources: Phiture, AppTweak, Appalize
+
+## Promotional Content (Google Play)
+
+- Apps with featuring see **2x explore acquisitions** (official Google)
+- +2% 28-day active users and +4% revenue on average
+
+Source: Google Play Console documentation
+
+## A/B Test Impact Thresholds
+
+| Improvement | Classification                     |
+| ----------- | ---------------------------------- |
+| >10%        | Strong winner -- apply immediately |
+| 5-10%       | Meaningful winner                  |
+| 2-5%        | Marginal winner                    |
+| <2%         | Noise -- not significant           |
+
+Source: SplitMetrics, MobileAction
@@ -0,0 +1,131 @@
+# Google Play Store — Official Specs & Guidelines
+
+All data from support.google.com and developer.android.com as of March 2026.
+
+## Character Limits
+
+| Field             | Limit       | Indexed?               | Notes                                 |
+| ----------------- | ----------- | ---------------------- | ------------------------------------- |
+| App Title         | 30 chars    | Yes (strongest signal) | Reduced from 50 in Sept 2021          |
+| Short Description | 80 chars    | Yes                    | Visible without expanding             |
+| Full Description  | 4,000 chars | **Yes (heavily)**      | Google NLP indexes entire text        |
+| Developer Name    | 64 chars    | Partial                | Same emoji/caps restrictions as title |
+
+## Prohibited in Metadata (enforced since Sept 2021)
+
+**Title, Icon, Developer Name:**
+
+- Emojis, emoticons, repeated special characters
+- ALL CAPS (unless registered brand)
+- Performance claims: "top," "best," "#1," "free," "no ads"
+- Misleading store performance or endorsement
+- Calls-to-action: "update now," "download now"
+
+**Short Description:**
+
+- Same performance claims as title
+- Calls-to-action
+- Unattributed testimonials
+
+**Screenshots, Feature Graphic, Video:**
+
+- Time-sensitive taglines
+- Calls-to-action ("Download now," "Play now")
+- Must authentically showcase app functionality
+
+## Screenshot Specs
+
+| Device     | Min   | Max   | Aspect Ratio | Min Resolution | Max Long Edge |
+| ---------- | ----- | ----- | ------------ | -------------- | ------------- |
+| Phone      | **2** | **8** | 9:16 or 16:9 | 320px any side | 3,840px       |
+| 7" Tablet  | 4     | 8     | 9:16 or 16:9 | 1,080px short  | 7,680px       |
+| 10" Tablet | 4     | 8     | 9:16 or 16:9 | 1,080px short  | 7,680px       |
+| Chromebook | 4     | 8     | 9:16 or 16:9 | 1,080px short  | 7,680px       |
+| Wear OS    | 1     | 8     | **1:1**      | 384x384        | 3,840px       |
+| Android TV | 1     | 8     | **16:9**     | 1,920x1,080    | 3,840px       |
+
+- **Recommended phone size:** 1080x1920 (portrait)
+- **Format:** JPEG or 24-bit PNG (no alpha)
+- **Max file size:** 8 MB each
+
+**Note:** Google Play max is 8 screenshots per device, not 10 like Apple.
+
+## Feature Graphic
+
+- **Dimensions:** 1024 x 500 px (exact, required)
+- **Format:** JPEG or 24-bit PNG (no alpha)
+- Displayed at top of listing and in featured placements
+
+## App Icon
+
+- **Dimensions:** 512 x 512 px
+- **Format:** 32-bit PNG (with alpha)
+- **Max file size:** 1,024 KB
+- **Shape:** Full square (Google applies 30% corner radius automatically)
+- **Prohibited:** Ranking claims, download counts, deal text, emoji
+
+## Preview Video
+
+- **Format:** YouTube URL (public or unlisted)
+- **Duration:** 30 seconds to 2 minutes recommended
+- No ads, no monetization, must be embeddable, not age-restricted
+- **Does NOT autoplay** (only ~6% of visitors tap to play)
+
+## Store Listing Experiments (A/B Testing)
+
+- **Variants:** Up to 3 per experiment (plus control)
+- **Testable:** Icon, feature graphic, screenshots, video, short description, full description
+- **Concurrent:** Cannot run more than 1 default graphics experiment simultaneously
+- **Audience:** Signed-in Google Play users only
+- **Metrics:** First-time installers + retained first-time installers (1-day retention)
+- **Duration:** Run at least 7 days (weekday/weekend variance)
+- **Localized:** Test across up to 5 languages simultaneously
+
+## Custom Store Listings
+
+- **Max:** 50 per app (100 for Play partners)
+- **Customizable:** Title, short/full description, icon, screenshots, feature graphic, video
+- **Targeting:** Country/region, pre-registration, install state, Google Ads campaigns, inactive/churned users (28+ days)
+- **2025 addition:** Gemini AI auto-generates text for CSLs in Play Console
+
+## Promotional Content (LiveOps)
+
+| Type              | Description                    | Duration             |
+| ----------------- | ------------------------------ | -------------------- |
+| Offers            | Discounts, free items, bundles | Up to 28 days        |
+| Events            | Time-limited in-app events     | Must have time limit |
+| Major Update      | Significant new features       | Max 1 week           |
+| Crossover (games) | Cross-game/IP collaboration    | Varies               |
+
+- Submit **4+ days** before start (standard review)
+- Submit **14+ days** before for featuring requests
+- **Impact:** "Over twice as many explore acquisitions during featuring" (official Google)
+
+## Android Vitals — Ranking Thresholds
+
+Apps exceeding these thresholds get **reduced visibility** in search and recommendations.
+
+| Metric                       | Overall Threshold | Per-Device Threshold |
+| ---------------------------- | ----------------- | -------------------- |
+| User-Perceived Crash Rate    | **1.09%**         | 8%                   |
+| User-Perceived ANR Rate      | **0.47%**         | 8%                   |
+| Excessive Partial Wake Locks | 5%                | N/A                  |
+
+**Consequences:** Reduced search visibility, warning labels on listing, quality alerts to users before install.
+**Recovery:** Google checks daily using 28-day rolling average.
+
+## Search Ranking — Official Factors
+
+Google confirms these affect ranking:
+
+1. **Metadata relevance** — Title carries most weight. NLP scans title + short desc + full desc.
+2. **App quality** — Android Vitals (crash/ANR rates)
+3. **Ratings and reviews** — Star rating + review text. 85% of featured apps have 4.0+
+4. **Install volume and velocity** — Total installs + daily/weekly frequency
+5. **Engagement and retention** — Session frequency, duration, retention rates
+6. **Update frequency** — Regular updates signal active maintenance
+7. **Localization** — Regional keyword/visual adaptation. 59% of US apps localize titles.
+
+Sources: support.google.com/googleplay/android-developer/answer/4448378,
+support.google.com/googleplay/android-developer/answer/9898842,
+developer.android.com/topic/performance/vitals
@@ -0,0 +1,213 @@
+# ASO Audit Report Template
+
+Use this structure for all ASO audit reports.
+
+---
+
+## Header
+
+```
+# ASO Audit: {App Name}
+**Store:** {Apple App Store / Google Play}
+**URL:** {listing URL}
+**Audit date:** {date}
+**Brand tier:** {Dominant / Established / Challenger} — {one-line justification}
+**Overall Score:** {score}/100 (Grade: {A/B/C/D/F})
+```
+
+---
+
+## Score Card
+
+```
+| Dimension | Score | Grade | Key Issue |
+|-----------|-------|-------|-----------|
+| Title & Subtitle | X/10 | {grade} | {one-line summary} |
+| Description | X/10 | {grade} | {one-line summary} |
+| Visual Assets | X/10 | {grade} | {one-line summary} |
+| Ratings & Reviews | X/10 | {grade} | {one-line summary} |
+| Metadata & Freshness | X/10 | {grade} | {one-line summary} |
+| Conversion Signals | X/10 | {grade} | {one-line summary} |
+| **OVERALL** | **{weighted}/100** | **{grade}** | |
+```
+
+Grade scale per dimension: 9-10 = A, 7-8 = B, 5-6 = C, 3-4 = D, 1-2 = F
+
+---
+
+## Top 3 Quick Wins
+
+Highest-impact changes that take under 1 hour:
+
+```
+### 1. {Action verb} — {specific change}
+**Impact:** {High/Medium} | **Effort:** {<15 min / <30 min / <1 hour}
+**Current:** {what it is now}
+**Recommended:** {exact replacement, with character count}
+**Why:** {one sentence explaining the impact}
+
+### 2. ...
+### 3. ...
+```
+
+---
+
+## Detailed Findings
+
+### Title & Subtitle Analysis
+
+```
+**Current title:** "{title}" ({X}/30 chars used)
+**Current subtitle/short desc:** "{subtitle}" ({X}/30 or /80 chars used)
+
+**Issues found:**
+- {issue 1}
+- {issue 2}
+
+**Recommended title:** "{new title}" ({X}/30 chars) — {rationale}
+**Recommended subtitle:** "{new subtitle}" ({X}/30 or /80 chars) — {rationale}
+```
+
+### Description Analysis
+
+```
+**First 3 lines (above fold):**
+> {quoted text}
+
+**Issues found:**
+- {issue 1}
+- {issue 2}
+
+**Keyword density (Google Play only):** {X}% — target: 2-3%
+**Top keywords found:** {keyword1} (Xn), {keyword2} (Xn), ...
+**Missing high-value keywords:** {keyword1}, {keyword2}, ...
+
+**Recommended first 3 lines:**
+> {rewritten text}
+```
+
+### Visual Assets Analysis
+
+```
+**Screenshots:** {count} ({store} shows first {3/all} in search)
+**Preview video:** {Yes/No}
+**Icon assessment:** {description}
+**Feature graphic (Google Play):** {Yes/No}
+
+**Screenshot audit:**
+1. {screenshot 1 description} — {pass/issue}
+2. {screenshot 2 description} — {pass/issue}
+...
+
+**Recommendations:**
+- {specific visual change 1}
+- {specific visual change 2}
+```
+
+### Ratings & Reviews Analysis
+
+```
+**Average rating:** {X.X} stars ({count} ratings)
+**Recent review sentiment:** {Positive/Mixed/Negative}
+**Common complaints:** {theme1}, {theme2}
+**Developer responses:** {Yes, active / Sporadic / None}
+
+**Recommendations:**
+- {specific action 1}
+- {specific action 2}
+```
+
+### Metadata & Freshness
+
+```
+**Last updated:** {date} ({X days/months ago})
+**Localizations:** {count} languages
+**Category:** {current category}
+**In-app events/LiveOps:** {Yes/No}
+
+**Recommendations:**
+- {specific action 1}
+- {specific action 2}
+```
+
+### Conversion Signals
+
+```
+**Price model:** {Free / Freemium / Paid}
+**IAP count:** {count}
+**Downloads (Google Play):** {range}
+**Social proof visible:** {awards, press, badges — or "none"}
+
+**Recommendations:**
+- {specific action 1}
+- {specific action 2}
+```
+
+---
+
+## Keyword Suggestions
+
+```
+| Keyword | Rationale | Where to Place | Priority |
+|---------|-----------|----------------|----------|
+| {keyword} | {why this keyword} | {title/subtitle/description/keyword field} | {High/Med/Low} |
+| ... | ... | ... | ... |
+```
+
+Note: Without paid ASO tools, exact search volume is unavailable. These
+suggestions are based on category analysis, competitor metadata, and semantic
+relevance. Validate with AppTweak, Sensor Tower, or MobileAction for volume data.
+
+---
+
+## Competitor Comparison (if applicable)
+
+```
+| Metric | {Your App} | {Competitor 1} | {Competitor 2} |
+|--------|-----------|----------------|----------------|
+| Title keywords | ... | ... | ... |
+| Rating | ... | ... | ... |
+| Screenshots | ... | ... | ... |
+| Video | ... | ... | ... |
+| Description keywords | ... | ... | ... |
+| Last updated | ... | ... | ... |
+| Overall ASO score | ... | ... | ... |
+```
+
+---
+
+## Priority Action Plan
+
+Ordered by impact (high to low), grouped by effort:
+
+```
+### Do This Week (Quick Wins)
+1. {action} — {expected impact}
+2. {action} — {expected impact}
+
+### Do This Month (Medium Effort)
+3. {action} — {expected impact}
+4. {action} — {expected impact}
+
+### Plan for Next Quarter (High Effort)
+5. {action} — {expected impact}
+6. {action} — {expected impact}
+```
+
+---
+
+## Limitations
+
+Always include this section:
+
+> **What this audit cannot measure without paid ASO tools:**
+>
+> - Exact keyword search volume and difficulty scores
+> - Historical keyword ranking positions
+> - Download and revenue estimates
+> - Apple keyword field contents (hidden from public view)
+> - Install conversion rate data (only available to app owner in console)
+> - A/B test results from previous experiments
+>
+> For these data points, consider using AppTweak ($69/mo), Sensor Tower, or
+> MobileAction ($69/mo).
@@ -0,0 +1,213 @@
+# ASO Scoring Criteria
+
+Score each dimension 0-10 using the rubrics below.
+**Apply brand maturity tier adjustments** from Phase 1.5 of the main skill.
+
+---
+
+## Brand Maturity Adjustments (apply to all dimensions)
+
+Before scoring, determine the app's tier: **Dominant**, **Established**, or **Challenger**.
+
+**Dominant apps (Instagram, Uber, Spotify, WhatsApp, Netflix):**
+
+- Brand-only titles score 8+ (the brand IS the keyword)
+- Lifestyle/brand screenshots score same as captioned UI screenshots
+- Generic What's New at weekly+ cadence scores 8+
+- Missing in-app events for utility apps is not a penalty
+- Description scored on conversion quality only, not keyword presence
+- Localization scored relative to actual market footprint
+- Missing preview video is acceptable if brand awareness is near-universal
+
+**Established apps (Duolingo, Strava, Notion, Calm, Cash App):**
+
+- Brand-first titles with 1-2 keywords score normally
+- Strategic description/visual choices get benefit of the doubt
+- All other dimensions scored normally
+
+**Challenger apps (most apps):**
+
+- Scored strictly against textbook ASO — every character and feature matters
+
+**Key principle:** Before docking points, ask: "Is this a mistake or a data-informed
+choice by a team with more information than I have?"
+
+---
+
+## 1. Title & Subtitle (Weight: 20%)
+
+**Challenger rubric:**
+
+| Score | Criteria                                                                                                                                                                |
+| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
+| 9-10  | Brand + high-value keyword in title, complementary keywords in subtitle, no word repetition across fields, near max character usage, instantly communicates app purpose |
+| 7-8   | Good keyword presence, minor character waste (5+ unused chars), clear purpose                                                                                           |
+| 5-6   | Has keywords but poor placement, some repetition between fields, purpose somewhat clear                                                                                 |
+| 3-4   | Title is brand-only or generic, subtitle missing or weak, poor character usage                                                                                          |
+| 1-2   | No keyword strategy, title doesn't communicate purpose, major character waste                                                                                           |
+| 0     | Cannot assess (data unavailable)                                                                                                                                        |
+
+**Dominant/Established adjustment:** Brand-only titles (e.g., "Instagram") are
+valid if the brand has high search volume. Score 8+ for Dominant apps where
+brand recognition eliminates the need for generic keywords. Evaluate whether
+unused characters represent waste or intentional simplicity.
+
+**Check for:**
+
+- Characters used vs limit (title: 30, subtitle/short desc: 30/80). "Near max" = within 3 chars of the limit (27+/30, 77+/80)
+- Primary keyword in title
+- Keyword duplication between title and subtitle
+- Whether app purpose is immediately clear
+- Unnecessary words (articles, prepositions) consuming space
+- Special characters or claims ("#1", "best") that risk rejection (Apple)
+
+---
+
+## 2. Description (Weight: 15%)
+
+### Apple App Store
+
+| Score | Criteria                                                                                                                                               |
+| ----- | ------------------------------------------------------------------------------------------------------------------------------------------------------ |
+| 9-10  | First 3 lines hook with clear value prop, structured with features/benefits/social proof/CTA, promotional text actively used, compelling and scannable |
+| 7-8   | Good opening, decent structure, could improve scannability or CTA                                                                                      |
+| 5-6   | Generic opening ("Welcome to..."), some structure, missing CTA or social proof                                                                         |
+| 3-4   | Wall of text, no clear value prop above fold, no promotional text                                                                                      |
+| 1-2   | Minimal or boilerplate description, no effort                                                                                                          |
+| 0     | Cannot assess                                                                                                                                          |
+
+### Google Play
+
+| Score | Criteria                                                                                                                                     |
+| ----- | -------------------------------------------------------------------------------------------------------------------------------------------- |
+| 9-10  | Keywords in first 3 sentences, 2-3% natural density throughout, HTML formatting used, structured sections, strong CTA, keywords feel natural |
+| 7-8   | Good keyword presence, some structure, density slightly off (1-2% or 3-4%)                                                                   |
+| 5-6   | Keywords present but sparse (<1%) or stuffed (>5%), weak structure                                                                           |
+| 3-4   | No keyword strategy visible, poor formatting, wall of text                                                                                   |
+| 1-2   | Minimal description, no keywords, no structure                                                                                               |
+| 0     | Cannot assess                                                                                                                                |
+
+**Check for:**
+
+- First 3 lines quality (visible before "Read More")
+- Feature-benefit framing (not just feature lists)
+- Social proof (downloads, awards, press mentions)
+- Call to action
+- Keyword density (Google Play only - count target keywords / total words)
+- HTML formatting usage (Google Play)
+- Promotional text presence and quality (Apple)
+
+---
+
+## 3. Visual Assets (Weight: 25%)
+
+| Score | Criteria                                                                                                                                                                      |
+| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
+| 9-10  | 8-10 screenshots with clear messaging/captions, preview video present, screenshots tell a story in sequence, each communicates one benefit, icon is distinctive and memorable |
+| 7-8   | 6-7 screenshots with captions, good icon, no video OR good video but some screenshot messaging unclear                                                                        |
+| 5-6   | 5+ screenshots but weak/no captions, basic icon, no video, screenshots are UI dumps                                                                                           |
+| 3-4   | 3-4 screenshots, no captions, generic icon, no storytelling                                                                                                                   |
+| 1-2   | Fewer than 3 screenshots, or screenshots are raw unedited UI, poor icon                                                                                                       |
+| 0     | Cannot assess                                                                                                                                                                 |
+
+**Check for:**
+
+- Screenshot count (minimum 5, ideal 8-10)
+- Caption/overlay text on screenshots (one message per screen, 5-7 words max)
+- First 3 screenshots (highest conversion impact on Apple)
+- Preview video presence and quality
+- Icon distinctiveness (no text in icon, bold shapes, stands out)
+- Feature graphic presence (Google Play - mandatory for featured placements)
+- Screenshot storytelling flow (do they tell a coherent story?)
+- Localized visual assets (for non-English markets)
+- Caption keywords (Apple - indexed since June 2025)
+
+---
+
+## 4. Ratings & Reviews (Weight: 20%)
+
+| Score | Criteria                                                                                               |
+| ----- | ------------------------------------------------------------------------------------------------------ |
+| 9-10  | 4.5+ stars, 10K+ ratings, recent reviews positive, developer responds to negatives, steady review flow |
+| 7-8   | 4.0-4.4 stars, 1K+ ratings, mostly positive recent reviews, some developer responses                   |
+| 5-6   | 3.5-3.9 stars, 500+ ratings, mixed recent reviews, no developer responses                              |
+| 3-4   | 3.0-3.4 stars, <500 ratings, negative themes in recent reviews                                         |
+| 1-2   | Below 3.0 stars, few ratings, no developer engagement, visible complaints                              |
+| 0     | No ratings yet or cannot assess                                                                        |
+
+**Check for:**
+
+- Average rating (target: 4.0+ minimum, 4.5+ ideal)
+- Total rating count
+- Recent review sentiment (last 5-10 visible reviews)
+- Common complaint themes (bugs, crashes, pricing, UX)
+- Developer response presence and quality
+- Rating trend (improving or declining, if visible)
+- Review recency (fresh reviews signal active user base)
+
+---
+
+## 5. Metadata & Freshness (Weight: 10%)
+
+| Score | Criteria                                                                                                                  |
+| ----- | ------------------------------------------------------------------------------------------------------------------------- |
+| 9-10  | Updated within last month, 10+ localizations, optimal category choice, in-app events/LiveOps active, data safety complete |
+| 7-8   | Updated within 2 months, 5+ localizations, good category, data safety present                                             |
+| 5-6   | Updated within 3 months, 2-4 localizations, acceptable category                                                           |
+| 3-4   | Updated 3-6 months ago, 1-2 localizations, possibly wrong category                                                        |
+| 1-2   | Not updated in 6+ months, single language, poor category choice                                                           |
+| 0     | Cannot assess                                                                                                             |
+
+**Check for:**
+
+- Last update date and recency
+- Number of supported languages/localizations
+- Category selection (is it the best fit? less competitive alternative?)
+- In-app events (Apple) or promotional content (Google) presence
+- Data safety / privacy nutrition label completeness
+- Age rating appropriateness
+- Version history quality (do release notes communicate value?)
+- What's New text quality
+
+---
+
+## 6. Conversion Signals (Weight: 10%)
+
+| Score | Criteria                                                                                                                                                          |
+| ----- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------- |
+| 9-10  | Clear value before download, transparent pricing/IAP, social proof visible (press, awards), download range suggests strong traction, developer credibility strong |
+| 7-8   | Good value communication, pricing clear, some social proof                                                                                                        |
+| 5-6   | Value prop exists but weak, pricing unclear or IAP heavy, limited social proof                                                                                    |
+| 3-4   | Unclear what user gets, confusing pricing, no social proof, low downloads visible                                                                                 |
+| 1-2   | No value communication, suspicious pricing, app looks abandoned                                                                                                   |
+| 0     | Cannot assess                                                                                                                                                     |
+
+**Check for:**
+
+- Price transparency (free, freemium, paid - is it clear?)
+- In-app purchase list quality (do IAP names communicate value?)
+- Download range (Google Play - 10K+, 100K+, 1M+ signals trust)
+- Developer name/brand recognition
+- "Editors' Choice" or featured badges
+- Press mentions or awards in description
+- Related apps from same developer (portfolio trust signal)
+- Privacy practices transparency
+
+---
+
+## Calculating Final Score
+
+```
+Final Score = (Title * 0.20) + (Description * 0.15) + (Visuals * 0.25)
+            + (Ratings * 0.20) + (Metadata * 0.10) + (Conversion * 0.10)
+
+Scale to 100: Final Score * 10
+```
+
+**Example:** Title: 7, Description: 6, Visuals: 8, Ratings: 9, Metadata: 5, Conversion: 7
+
+```
+(7 * 0.20) + (6 * 0.15) + (8 * 0.25) + (9 * 0.20) + (5 * 0.10) + (7 * 0.10)
+= 1.4 + 0.9 + 2.0 + 1.8 + 0.5 + 0.7
+= 7.3 → 73/100 → Grade: B
+```
@@ -0,0 +1,424 @@
+---
+name: churn-prevention
+description: "When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see emails. For in-app upgrade paywalls, see paywalls."
+metadata:
+  version: 2.0.0
+---
+
+# Churn Prevention
+
+You are an expert in SaaS retention and churn prevention. Your goal is to help reduce both voluntary churn (customers choosing to cancel) and involuntary churn (failed payments) through well-designed cancel flows, dynamic save offers, proactive retention, and dunning strategies.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Current Churn Situation
+- What's your monthly churn rate? (Voluntary vs. involuntary if known)
+- How many active subscribers?
+- What's the average MRR per customer?
+- Do you have a cancel flow today, or does cancel happen instantly?
+
+### 2. Billing & Platform
+- What billing provider? (Stripe, Chargebee, Paddle, Recurly, Braintree)
+- Monthly, annual, or both billing intervals?
+- Do you support plan pausing or downgrades?
+- Any existing retention tooling? (Churnkey, ProsperStack, Raaft)
+
+### 3. Product & Usage Data
+- Do you track feature usage per user?
+- Can you identify engagement drop-offs?
+- Do you have cancellation reason data from past churns?
+- What's your activation metric? (What do retained users do that churned users don't?)
+
+### 4. Constraints
+- B2B or B2C? (Affects flow design)
+- Self-serve cancellation required? (Some regulations mandate easy cancel)
+- Brand tone for offboarding? (Empathetic, direct, playful)
+
+---
+
+## How This Skill Works
+
+Churn has two types requiring different strategies:
+
+| Type | Cause | Solution |
+|------|-------|----------|
+| **Voluntary** | Customer chooses to cancel | Cancel flows, save offers, exit surveys |
+| **Involuntary** | Payment fails | Dunning emails, smart retries, card updaters |
+
+Voluntary churn is typically 50-70% of total churn. Involuntary churn is 30-50% but is often easier to fix.
+
+This skill supports three modes:
+
+1. **Build a cancel flow** — Design from scratch with survey, save offers, and confirmation
+2. **Optimize an existing flow** — Analyze cancel data and improve save rates
+3. **Set up dunning** — Failed payment recovery with retries and email sequences
+
+---
+
+## Cancel Flow Design
+
+### The Cancel Flow Structure
+
+Every cancel flow follows this sequence:
+
+```
+Trigger → Survey → Dynamic Offer → Confirmation → Post-Cancel
+```
+
+**Step 1: Trigger**
+Customer clicks "Cancel subscription" in account settings.
+
+**Step 2: Exit Survey**
+Ask why they're cancelling. This determines which save offer to show.
+
+**Step 3: Dynamic Save Offer**
+Present a targeted offer based on their reason (discount, pause, downgrade, etc.)
+
+**Step 4: Confirmation**
+If they still want to cancel, confirm clearly with end-of-billing-period messaging.
+
+**Step 5: Post-Cancel**
+Set expectations, offer easy reactivation path, trigger win-back sequence.
+
+### Exit Survey Design
+
+The exit survey is the foundation. Good reason categories:
+
+| Reason | What It Tells You |
+|--------|-------------------|
+| Too expensive | Price sensitivity, may respond to discount or downgrade |
+| Not using it enough | Low engagement, may respond to pause or onboarding help |
+| Missing a feature | Product gap, show roadmap or workaround |
+| Switching to competitor | Competitive pressure, understand what they offer |
+| Technical issues / bugs | Product quality, escalate to support |
+| Temporary / seasonal need | Usage pattern, offer pause |
+| Business closed / changed | Unavoidable, learn and let go gracefully |
+| Other | Catch-all, include free text field |
+
+**Survey best practices:**
+- 1 question, single-select with optional free text
+- 5-8 reason options max (avoid decision fatigue)
+- Put most common reasons first (review data quarterly)
+- Don't make it feel like a guilt trip
+- "Help us improve" framing works better than "Why are you leaving?"
+
+### Dynamic Save Offers
+
+The key insight: **match the offer to the reason.** A discount won't save someone who isn't using the product. A feature roadmap won't save someone who can't afford it.
+
+**Offer-to-reason mapping:**
+
+| Cancel Reason | Primary Offer | Fallback Offer |
+|---------------|---------------|----------------|
+| Too expensive | Discount (20-30% for 2-3 months) | Downgrade to lower plan |
+| Not using it enough | Pause (1-3 months) | Free onboarding session |
+| Missing feature | Roadmap preview + timeline | Workaround guide |
+| Switching to competitor | Competitive comparison + discount | Feedback session |
+| Technical issues | Escalate to support immediately | Credit + priority fix |
+| Temporary / seasonal | Pause subscription | Downgrade temporarily |
+| Business closed | Skip offer (respect the situation) | — |
+
+### Save Offer Types
+
+**Discount**
+- 20-30% off for 2-3 months is the sweet spot
+- Avoid 50%+ discounts (trains customers to cancel for deals)
+- Time-limit the offer ("This offer expires when you leave this page")
+- Show the dollar amount saved, not just the percentage
+
+**Pause subscription**
+- 1-3 month pause maximum (longer pauses rarely reactivate)
+- 60-80% of pausers eventually return to active
+- Auto-reactivation with advance notice email
+- Keep their data and settings intact
+
+**Plan downgrade**
+- Offer a lower tier instead of full cancellation
+- Show what they keep vs. what they lose
+- Position as "right-size your plan" not "downgrade"
+- Easy path back up when ready
+
+**Feature unlock / extension**
+- Unlock a premium feature they haven't tried
+- Extend trial of a higher tier
+- Works best for "not getting enough value" reasons
+
+**Personal outreach**
+- For high-value accounts (top 10-20% by MRR)
+- Route to customer success for a call
+- Personal email from founder for smaller companies
+
+### Cancel Flow UI Patterns
+
+```
+┌─────────────────────────────────────┐
+│  We're sorry to see you go          │
+│                                     │
+│  What's the main reason you're      │
+│  cancelling?                        │
+│                                     │
+│  ○ Too expensive                    │
+│  ○ Not using it enough              │
+│  ○ Missing a feature I need         │
+│  ○ Switching to another tool        │
+│  ○ Technical issues                 │
+│  ○ Temporary / don't need right now │
+│  ○ Other: [____________]            │
+│                                     │
+│  [Continue]                         │
+│  [Never mind, keep my subscription] │
+└─────────────────────────────────────┘
+         ↓ (selects "Too expensive")
+┌─────────────────────────────────────┐
+│  What if we could help?             │
+│                                     │
+│  We'd love to keep you. Here's a    │
+│  special offer:                     │
+│                                     │
+│  ┌───────────────────────────────┐  │
+│  │  25% off for the next 3 months│  │
+│  │  Save $XX/month               │  │
+│  │                               │  │
+│  │  [Accept Offer]               │  │
+│  └───────────────────────────────┘  │
+│                                     │
+│  Or switch to [Basic Plan] at       │
+│  $X/month →                         │
+│                                     │
+│  [No thanks, continue cancelling]   │
+└─────────────────────────────────────┘
+```
+
+**UI principles:**
+- Keep the "continue cancelling" option visible (no dark patterns)
+- One primary offer + one fallback, not a wall of options
+- Show specific dollar savings, not abstract percentages
+- Use the customer's name and account data when possible
+- Mobile-friendly (many cancellations happen on mobile)
+
+For detailed cancel flow patterns by industry and billing provider, see [references/cancel-flow-patterns.md](references/cancel-flow-patterns.md).
+
+---
+
+## Churn Prediction & Proactive Retention
+
+The best save happens before the customer ever clicks "Cancel."
+
+### Risk Signals
+
+Track these leading indicators of churn:
+
+| Signal | Risk Level | Timeframe |
+|--------|-----------|-----------|
+| Login frequency drops 50%+ | High | 2-4 weeks before cancel |
+| Key feature usage stops | High | 1-3 weeks before cancel |
+| Support tickets spike then stop | High | 1-2 weeks before cancel |
+| Email open rates decline | Medium | 2-6 weeks before cancel |
+| Billing page visits increase | High | Days before cancel |
+| Team seats removed | High | 1-2 weeks before cancel |
+| Data export initiated | Critical | Days before cancel |
+| NPS score drops below 6 | Medium | 1-3 months before cancel |
+
+### Health Score Model
+
+Build a simple health score (0-100) from weighted signals:
+
+```
+Health Score = (
+  Login frequency score × 0.30 +
+  Feature usage score   × 0.25 +
+  Support sentiment     × 0.15 +
+  Billing health        × 0.15 +
+  Engagement score      × 0.15
+)
+```
+
+| Score | Status | Action |
+|-------|--------|--------|
+| 80-100 | Healthy | Upsell opportunities |
+| 60-79 | Needs attention | Proactive check-in |
+| 40-59 | At risk | Intervention campaign |
+| 0-39 | Critical | Personal outreach |
+
+### Proactive Interventions
+
+**Before they think about cancelling:**
+
+| Trigger | Intervention |
+|---------|-------------|
+| Usage drop >50% for 2 weeks | "We noticed you haven't used [feature]. Need help?" email |
+| Approaching plan limit | Upgrade nudge (not a wall — paywalls handles this) |
+| No login for 14 days | Re-engagement email with recent product updates |
+| NPS detractor (0-6) | Personal follow-up within 24 hours |
+| Support ticket unresolved >48h | Escalation + proactive status update |
+| Annual renewal in 30 days | Value recap email + renewal confirmation |
+
+---
+
+## Involuntary Churn: Payment Recovery
+
+Failed payments cause 30-50% of all churn but are the most recoverable.
+
+### The Dunning Stack
+
+```
+Pre-dunning → Smart retry → Dunning emails → Grace period → Hard cancel
+```
+
+### Pre-Dunning (Prevent Failures)
+
+- **Card expiry alerts**: Email 30, 15, and 7 days before card expires
+- **Backup payment method**: Prompt for a second payment method at signup
+- **Card updater services**: Visa/Mastercard auto-update programs (reduces hard declines 30-50%)
+- **Pre-billing notification**: Email 3-5 days before charge for annual plans
+
+### Smart Retry Logic
+
+Not all failures are the same. Retry strategy by decline type:
+
+| Decline Type | Examples | Retry Strategy |
+|-------------|----------|----------------|
+| Soft decline (temporary) | Insufficient funds, processor timeout | Retry 3-5 times over 7-10 days |
+| Hard decline (permanent) | Card stolen, account closed | Don't retry — ask for new card |
+| Authentication required | 3D Secure, SCA | Send customer to update payment |
+
+**Retry timing best practices:**
+- Retry 1: 24 hours after failure
+- Retry 2: 3 days after failure
+- Retry 3: 5 days after failure
+- Retry 4: 7 days after failure (with dunning email escalation)
+- After 4 retries: Hard cancel with reactivation path
+
+**Smart retry tip:** Retry on the day of the month the payment originally succeeded (if Day 1 worked before, retry on Day 1). Stripe Smart Retries handles this automatically.
+
+### Dunning Email Sequence
+
+| Email | Timing | Tone | Content |
+|-------|--------|------|---------|
+| 1 | Day 0 (failure) | Friendly alert | "Your payment didn't go through. Update your card." |
+| 2 | Day 3 | Helpful reminder | "Quick reminder — update your payment to keep access." |
+| 3 | Day 7 | Urgency | "Your account will be paused in 3 days. Update now." |
+| 4 | Day 10 | Final warning | "Last chance to keep your account active." |
+
+**Dunning email best practices:**
+- Direct link to payment update page (no login required if possible)
+- Show what they'll lose (their data, their team's access)
+- Don't blame ("your payment failed" not "you failed to pay")
+- Include support contact for help
+- Plain text performs better than designed emails for dunning
+
+### Recovery Benchmarks
+
+| Metric | Poor | Average | Good |
+|--------|------|---------|------|
+| Soft decline recovery | <40% | 50-60% | 70%+ |
+| Hard decline recovery | <10% | 20-30% | 40%+ |
+| Overall payment recovery | <30% | 40-50% | 60%+ |
+| Pre-dunning prevention | None | 10-15% | 20-30% |
+
+For the complete dunning playbook with provider-specific setup, see [references/dunning-playbook.md](references/dunning-playbook.md).
+
+---
+
+## Metrics & Measurement
+
+### Key Churn Metrics
+
+| Metric | Formula | Target |
+|--------|---------|--------|
+| Monthly churn rate | Churned customers / Start-of-month customers | <5% B2C, <2% B2B |
+| Revenue churn (net) | (Lost MRR - Expansion MRR) / Start MRR | Negative (net expansion) |
+| Cancel flow save rate | Saved / Total cancel sessions | 25-35% |
+| Offer acceptance rate | Accepted offers / Shown offers | 15-25% |
+| Pause reactivation rate | Reactivated / Total paused | 60-80% |
+| Dunning recovery rate | Recovered / Total failed payments | 50-60% |
+| Time to cancel | Days from first churn signal to cancel | Track trend |
+
+### Cohort Analysis
+
+Segment churn by:
+- **Acquisition channel** — Which channels bring stickier customers?
+- **Plan type** — Which plans churn most?
+- **Tenure** — When do most cancellations happen? (30, 60, 90 days?)
+- **Cancel reason** — Which reasons are growing?
+- **Save offer type** — Which offers work best for which segments?
+
+### Cancel Flow A/B Tests
+
+Test one variable at a time:
+
+| Test | Hypothesis | Metric |
+|------|-----------|--------|
+| Discount % (20% vs 30%) | Higher discount saves more | Save rate, LTV impact |
+| Pause duration (1 vs 3 months) | Longer pause increases return rate | Reactivation rate |
+| Survey placement (before vs after offer) | Survey-first personalizes offers | Save rate |
+| Offer presentation (modal vs full page) | Full page gets more attention | Save rate |
+| Copy tone (empathetic vs direct) | Empathetic reduces friction | Save rate |
+
+**How to run cancel flow experiments:** Use the **ab-testing** skill to design statistically rigorous tests. PostHog is a good fit for cancel flow experiments — its feature flags can split users into different flows server-side, and its funnel analytics track each step of the cancel flow (survey → offer → accept/decline → confirm). See the [PostHog integration guide](../../tools/integrations/posthog.md) for setup.
+
+---
+
+## Common Mistakes
+
+- **No cancel flow at all** — Instant cancel leaves money on the table. Even a simple survey + one offer saves 10-15%
+- **Making cancellation hard to find** — Hidden cancel buttons breed resentment and bad reviews. Many jurisdictions require easy cancellation (FTC Click-to-Cancel rule)
+- **Same offer for every reason** — A blanket discount doesn't address "missing feature" or "not using it"
+- **Discounts too deep** — 50%+ discounts train customers to cancel-and-return for deals
+- **Ignoring involuntary churn** — Often 30-50% of total churn and the easiest to fix
+- **No dunning emails** — Letting payment failures silently cancel accounts
+- **Guilt-trip copy** — "Are you sure you want to abandon us?" damages brand trust
+- **Not tracking save offer LTV** — A "saved" customer who churns 30 days later wasn't really saved
+- **Pausing too long** — Pauses beyond 3 months rarely reactivate. Set limits.
+- **No post-cancel path** — Make reactivation easy and trigger win-back emails, because some churned users will want to come back
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md).
+
+### Retention Platforms
+
+| Tool | Best For | Key Feature |
+|------|----------|-------------|
+| **Churnkey** | Full cancel flow + dunning | AI-powered adaptive offers, 34% avg save rate |
+| **ProsperStack** | Cancel flows with analytics | Advanced rules engine, Stripe/Chargebee integration |
+| **Raaft** | Simple cancel flow builder | Easy setup, good for early-stage |
+| **Chargebee Retention** | Chargebee customers | Native integration, was Brightback |
+
+### Billing Providers (Dunning)
+
+| Provider | Smart Retries | Dunning Emails | Card Updater |
+|----------|:------------:|:--------------:|:------------:|
+| **Stripe** | Built-in (Smart Retries) | Built-in | Automatic |
+| **Chargebee** | Built-in | Built-in | Via gateway |
+| **Paddle** | Built-in | Built-in | Managed |
+| **Recurly** | Built-in | Built-in | Built-in |
+| **Braintree** | Manual config | Manual | Via gateway |
+
+### Related CLI Tools
+
+| Tool | Use For |
+|------|---------|
+| `stripe` | Subscription management, dunning config, payment retries |
+| `customer-io` | Dunning email sequences, retention campaigns |
+| `posthog` | Cancel flow A/B tests via feature flags, funnel analytics |
+| `mixpanel` / `ga4` | Usage tracking, churn signal analysis |
+| `segment` | Event routing for health scoring |
+
+---
+
+## Related Skills
+
+- **emails**: For win-back email sequences after cancellation
+- **paywalls**: For in-app upgrade moments and trial expiration
+- **pricing**: For plan structure and annual discount strategy
+- **onboarding**: For activation to prevent early churn
+- **analytics**: For setting up churn signal events
+- **ab-testing**: For testing cancel flow variations with statistical rigor
@@ -0,0 +1,93 @@
+{
+  "skill_name": "churn-prevention",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Our SaaS product has a 7% monthly churn rate and we need to bring it down. We're a $49/month project management tool with about 2,000 paying customers. Can you help us design a churn prevention strategy?",
+      "expected_output": "Should check for product-marketing.md first. Should address both voluntary and involuntary churn. Should design a cancel flow following the framework: trigger → exit survey → dynamic save offer → confirmation → post-cancel nurture. Should include the 7 exit survey categories and recommend dynamic save offers mapped to each cancellation reason. Should address dunning for involuntary churn (pre-dunning, smart retry, email sequence, grace period). Should recommend a health score model. Should provide prioritized implementation plan.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Addresses both voluntary and involuntary churn",
+        "Designs cancel flow with proper stages",
+        "Includes exit survey with multiple categories",
+        "Maps save offers to cancellation reasons",
+        "Addresses dunning stack for payment recovery",
+        "Recommends health score model",
+        "Provides prioritized implementation plan"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We keep losing customers because their credit cards expire. About 15% of our churn is from failed payments. How do we fix this?",
+      "expected_output": "Should identify this as involuntary churn / payment recovery. Should apply the dunning stack framework: pre-dunning (card expiration reminders before failure), smart retry (retry logic based on failure reason), dunning email sequence (escalating urgency), grace period, and eventual cancellation. Should provide specific timing for each stage. Should recommend payment recovery tools and strategies (card updater services, backup payment methods). Should include recovery rate benchmarks.",
+      "assertions": [
+        "Identifies as involuntary churn / payment recovery",
+        "Applies dunning stack framework",
+        "Includes pre-dunning card expiration reminders",
+        "Includes smart retry logic",
+        "Provides dunning email sequence with escalating urgency",
+        "Recommends grace period before cancellation",
+        "Mentions card updater services or backup payment methods",
+        "Includes recovery benchmarks"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "what should we show users when they click the cancel button? right now they just go straight to cancellation with no attempt to save them",
+      "expected_output": "Should trigger on casual phrasing. Should design the cancel flow: cancel button → exit survey → dynamic save offer → confirmation → post-cancel. Should detail the exit survey categories (too expensive, missing feature, switched to competitor, not using enough, technical issues, bad support, other). Should provide dynamic save offers matched to each reason (e.g., too expensive → discount offer, missing feature → roadmap update, not using enough → onboarding help). Should include copy recommendations for each screen. Should warn against dark patterns (making it impossible to cancel).",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Designs multi-step cancel flow",
+        "Includes exit survey with 7 categories",
+        "Provides dynamic save offers mapped to reasons",
+        "Includes copy recommendations",
+        "Warns against dark patterns",
+        "Includes confirmation and post-cancel steps"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "How do we identify which customers are at risk of churning before they actually cancel? We want to be proactive.",
+      "expected_output": "Should apply the health score model framework. Should define health score components: product usage signals (login frequency, feature adoption, key action completion), engagement signals (support tickets, NPS responses, email engagement), and account signals (contract type, company growth, stakeholder changes). Should recommend scoring methodology (0-100 scale). Should define risk tiers and recommended interventions for each tier. Should suggest data sources and implementation approach.",
+      "assertions": [
+        "Applies health score model framework",
+        "Defines usage-based health signals",
+        "Defines engagement-based health signals",
+        "Defines account-based health signals",
+        "Recommends scoring methodology",
+        "Defines risk tiers with interventions",
+        "Suggests data sources and implementation"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Our exit survey shows that 40% of cancellations say 'too expensive' as the reason. What save offers should we try?",
+      "expected_output": "Should reference the dynamic save offers mapped to the 'too expensive' reason. Should suggest multiple offer types: temporary discount, downgrade to cheaper plan, annual billing discount, pause instead of cancel, extended trial of current plan. Should recommend testing different offers to find what works best. Should also dig deeper — 'too expensive' often masks other issues (not seeing value, not using enough features). Should suggest follow-up questions in the exit survey to get more specific.",
+      "assertions": [
+        "References save offers for 'too expensive' reason",
+        "Suggests multiple offer types (discount, downgrade, pause)",
+        "Recommends testing different offers",
+        "Notes that 'too expensive' often masks other issues",
+        "Suggests deeper follow-up questions",
+        "Provides specific save offer copy or structure"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "We want to set up a win-back email sequence for customers who already cancelled. Can you help write those emails?",
+      "expected_output": "Should recognize this overlaps with email sequence work. Should defer to or cross-reference the emails skill for writing the actual email sequence. May provide churn-specific context (timing post-cancel, re-engagement hooks, win-back offer strategy) but should make clear that emails is the right skill for designing and writing the full email sequence.",
+      "assertions": [
+        "Recognizes overlap with email sequence work",
+        "References or defers to emails skill",
+        "May provide churn-specific context for the sequence",
+        "Does not attempt to write a full email sequence"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,316 @@
+# Cancel Flow Patterns
+
+Detailed cancel flow patterns by business type, billing provider, and industry.
+
+---
+
+## Cancel Flow by Business Type
+
+### B2C / Self-Serve SaaS
+
+High volume, low touch. The flow must work without human intervention.
+
+**Flow structure:**
+```
+Cancel button → Exit survey (1 question) → Dynamic offer → Confirm → Post-cancel
+```
+
+**Characteristics:**
+- Fully automated, no human in the loop
+- Quick — 2-3 screens maximum
+- One offer + one fallback, not a menu of options
+- Mobile-optimized (significant cancellations on mobile)
+- Clear "continue cancelling" at every step
+
+**Typical save rate:** 20-30%
+
+**Example flow for a $29/mo productivity app:**
+1. "What's the main reason?" → 6 options
+2. Selected "Too expensive" → "Get 25% off for 3 months (save $21.75)"
+3. Declined → "Or switch to our Starter plan at $12/mo"
+4. Declined → "We're sorry to see you go. Your access continues until [date]."
+
+---
+
+### B2B / Team Plans
+
+Lower volume, higher stakes. Personal outreach is worth the cost.
+
+**Flow structure:**
+```
+Cancel button → Exit survey → Offer (or route to CS) → Confirm → Post-cancel
+```
+
+**Characteristics:**
+- Route accounts above MRR threshold to customer success
+- Show team impact ("Your 8 team members will lose access")
+- Offer admin-to-admin call for enterprise accounts
+- Longer consideration — allow "schedule a call" as a save option
+- Require admin/owner role to cancel (not any team member)
+
+**Typical save rate:** 30-45% (higher because of personal touch)
+
+**MRR-based routing:**
+
+| Account MRR | Cancel Flow |
+|-------------|-------------|
+| <$100/mo | Automated flow with offers |
+| $100-$500/mo | Automated + flag for CS follow-up |
+| $500-$2,000/mo | Route to CS before cancel completes |
+| $2,000+/mo | Block self-serve cancel, require CS call |
+
+---
+
+### Freemium / Free-to-Paid
+
+Users cancelling paid to return to free tier. Different psychology — they're not leaving, they're downgrading.
+
+**Flow structure:**
+```
+Cancel button → "Switch to Free?" prompt → Exit survey (if still cancelling) → Offer → Confirm
+```
+
+**Characteristics:**
+- Lead with the free tier as the first option (not a save offer)
+- Show what they keep on free vs. what they lose
+- The "save" is keeping them on free, not losing them entirely
+- Track free-tier users for future re-upgrade campaigns
+
+---
+
+## Cancel Flow by Billing Interval
+
+### Monthly Subscribers
+
+- More price-sensitive, shorter commitment
+- Discount offers work well (20-30% for 2-3 months)
+- Pause is effective (1-2 months)
+- Suggest annual plan at a discount as an alternative
+
+**Offer priority:**
+1. Discount (if reason = price)
+2. Pause (if reason = not using / temporary)
+3. Annual plan switch (if engaged but price-sensitive)
+
+### Annual Subscribers
+
+- Higher commitment, often cancelling for stronger reasons
+- Prorate refund expectations matter
+- Longer save window (they've already paid)
+- Personal outreach more justified (higher LTV at stake)
+
+**Offer priority:**
+1. Pause remainder of term (if temporary)
+2. Plan adjustment + credit for next renewal
+3. Personal outreach from CS
+4. Partial refund + downgrade (better than full refund + cancel)
+
+**Refund handling:**
+- Offer prorated refund if significant time remaining
+- "Pause until renewal" if less than 3 months left
+- Be generous — bad refund experiences create vocal detractors
+
+---
+
+## Save Offer Patterns
+
+### The Discount Ladder
+
+Don't lead with your biggest discount. Escalate:
+
+```
+Cancel click → 15% off → Still cancelling → 25% off → Still cancelling → Let them go
+```
+
+**Rules:**
+- Maximum 2 discount offers per cancel session
+- Never exceed 30% (higher trains cancel-for-discount behavior)
+- Time-limit discounts (2-3 months, then full price resumes)
+- Track discount accepters — if they cancel again at full price, don't re-offer
+
+### The Pause Playbook
+
+Pause is often better than a discount because it doesn't devalue your product.
+
+**Implementation:**
+
+| Setting | Recommendation |
+|---------|---------------|
+| Pause duration options | 1 month, 2 months, 3 months |
+| Default selection | 1 month (shortest) |
+| Maximum pause | 3 months (longer pauses rarely return) |
+| During pause | Keep data, remove access |
+| Reactivation | Auto-reactivate with 7-day advance email |
+| Repeat pauses | Allow 1 pause per 12-month period |
+
+**Pause reactivation sequence:**
+- Day -7: "Your pause ends in 7 days. We've been busy — here's what's new."
+- Day -1: "Welcome back tomorrow! Here's what's waiting for you."
+- Day 0: "You're back! Here's a quick tour of what's new."
+
+### The Downgrade Path
+
+For multi-plan products, downgrade is the strongest save:
+
+```
+┌─────────────────────────────────────────┐
+│  Before you go, what about right-sizing │
+│  your plan?                             │
+│                                         │
+│  Current: Pro ($49/mo)                  │
+│                                         │
+│  ┌─────────────────────────────────┐    │
+│  │ Switch to Starter ($19/mo)      │    │
+│  │                                 │    │
+│  │ ✓ Keep: Projects, integrations  │    │
+│  │ ✗ Lose: Advanced analytics,     │    │
+│  │         team features           │    │
+│  │                                 │    │
+│  │ [Switch to Starter]             │    │
+│  └─────────────────────────────────┘    │
+│                                         │
+│  [No thanks, continue cancelling]       │
+└─────────────────────────────────────────┘
+```
+
+**Downgrade best practices:**
+- Show exactly what they keep and what they lose
+- Use checkmarks and X marks for scanability
+- Preserve their data even on the lower plan
+- If they downgrade, don't show upgrade prompts for at least 30 days
+
+### The Competitor Switch Handler
+
+When the cancel reason is "switching to competitor":
+
+1. **Ask which competitor** (optional, don't force it)
+2. **Show a comparison** if you have one (see competitors skill)
+3. **Offer a migration credit** ("We'll match their price for 3 months")
+4. **Request a feedback call** ("15 minutes to understand what we're missing")
+
+This data is gold for product and marketing teams.
+
+---
+
+## Post-Cancel Experience
+
+What happens after cancel matters for:
+- Win-back potential
+- Word of mouth
+- Review sentiment
+
+### Confirmation Page
+
+```
+Your subscription has been cancelled.
+
+What happens next:
+• Your access continues until [billing period end date]
+• Your data will be preserved for 90 days
+• You can reactivate anytime from your account settings
+
+[Reactivate My Account]
+
+We'd love to have you back. We'll keep improving based on feedback
+from customers like you.
+```
+
+### Post-Cancel Sequence
+
+| Timing | Action |
+|--------|--------|
+| Immediately | Confirmation email with access end date |
+| Day 1 | (Nothing — don't be desperate) |
+| Day 7 | NPS/satisfaction survey about overall experience |
+| Day 30 | "What's new" email with recent improvements |
+| Day 60 | Address their specific cancel reason if resolved |
+| Day 90 | Final win-back with special offer |
+
+**For detailed win-back email sequences**: See the emails skill.
+
+---
+
+## Segmentation Rules
+
+The most effective cancel flows use segmentation to show different offers to different customers.
+
+### Segmentation Dimensions
+
+| Dimension | Why It Matters |
+|-----------|---------------|
+| Plan / MRR | Higher-value customers get personal outreach |
+| Tenure | Long-term customers get more generous offers |
+| Usage level | High-usage customers get different messaging than dormant ones |
+| Billing interval | Monthly vs. annual need different approaches |
+| Previous saves | Don't re-offer the same discount to a repeat canceller |
+| Cancel reason | Drives which offer to show (core mapping) |
+
+### Segment-Specific Flows
+
+**New customer (< 30 days):**
+- They haven't activated. The save is onboarding, not discounts.
+- Offer: Free onboarding call, setup help, extended trial
+- Ask: "What were you hoping to accomplish?" (learn what's missing)
+
+**Engaged customer cancelling on price:**
+- They love the product but can't justify the cost.
+- Offer: Discount, annual plan switch, downgrade
+- High save potential
+
+**Dormant customer (no login 30+ days):**
+- They forgot about you. A discount won't bring them back.
+- Offer: Pause subscription, "what changed?" conversation
+- Low save potential — focus on learning why
+
+**Power user switching to competitor:**
+- They're actively choosing something else.
+- Offer: Competitive match, feedback call, roadmap preview
+- Medium save potential — depends on reason
+
+---
+
+## Implementation Checklist
+
+### Phase 1: Foundation (Week 1)
+- [ ] Add cancel flow (survey + 1 offer + confirmation)
+- [ ] Set up exit survey with 5-7 reason categories
+- [ ] Map one offer per reason (simple 1:1 mapping)
+- [ ] Track cancel reasons and save rate in analytics
+- [ ] Enable pre-dunning card expiry emails
+
+### Phase 2: Optimization (Weeks 2-4)
+- [ ] Add fallback offers (primary + secondary per reason)
+- [ ] Implement pause subscription option
+- [ ] Set up dunning email sequence (4 emails over 10 days)
+- [ ] Enable smart retries (Stripe Smart Retries or equivalent)
+- [ ] Add MRR-based routing for high-value accounts
+
+### Phase 3: Advanced (Month 2+)
+- [ ] Build health score from usage signals
+- [ ] Set up proactive intervention triggers
+- [ ] A/B test discount amounts and offer types
+- [ ] Segment flows by plan, tenure, and usage
+- [ ] Post-cancel win-back sequence (coordinate with emails skill)
+- [ ] Cohort analysis: churn by channel, plan, tenure
+
+---
+
+## Compliance Notes
+
+### FTC Click-to-Cancel Rule (US)
+- Cancellation must be as easy as signup
+- Cannot require a phone call to cancel if signup was online
+- Cannot add excessive steps to discourage cancellation
+- Save offers are allowed but "continue cancelling" must be clear
+
+### GDPR / Data Retention (EU)
+- Inform users about data retention period post-cancel
+- Offer data export before account deletion
+- Honor deletion requests within 30 days
+- Don't use post-cancel data for marketing without consent
+
+### General Best Practices
+- Always show a clear path to complete cancellation
+- Never hide the cancel button (dark pattern)
+- Process cancellation even if save flow has errors
+- Confirm cancellation with email receipt
@@ -0,0 +1,408 @@
+# Dunning Playbook
+
+Complete guide to recovering failed payments and reducing involuntary churn.
+
+---
+
+## Why Dunning Matters
+
+- Failed payments cause 30-50% of all subscription churn
+- Most failed payments are recoverable with the right strategy
+- Subscription businesses lose an estimated $129 billion annually to involuntary churn
+- Effective dunning recovers 50-60% of failed payments
+
+---
+
+## The Dunning Timeline
+
+```
+Day -30 to -7: Pre-dunning (prevent failures)
+Day 0:         Payment fails → Smart retry #1 + Email #1
+Day 1-3:       Smart retry #2 + Email #2
+Day 3-5:       Smart retry #3
+Day 5-7:       Smart retry #4 + Email #3
+Day 7-10:      Final retry + Email #4 (final warning)
+Day 10-14:     Grace period ends → Account paused/cancelled
+Day 14+:       Win-back sequence begins
+```
+
+---
+
+## Pre-Dunning: Prevent Failures Before They Happen
+
+### Card Expiry Management
+
+| Timing | Action |
+|--------|--------|
+| 30 days before expiry | Email: "Your card ending in 4242 expires next month" |
+| 15 days before expiry | Email: "Update your payment method to avoid interruption" |
+| 7 days before expiry | Email: "Your card expires in 7 days — update now" |
+| 3 days before expiry | In-app banner: "Payment method expiring soon" |
+
+**Email template — Card expiring:**
+```
+Subject: Your card ending in 4242 expires soon
+
+Hi [Name],
+
+The card on file for your [Product] subscription expires on [date].
+
+Update your payment method now to avoid any interruption:
+
+[Update Payment Method →]
+
+This takes less than 30 seconds.
+
+— [Product] Team
+```
+
+### Card Updater Services
+
+Major card networks offer automatic card update programs:
+
+| Service | Network | What It Does |
+|---------|---------|--------------|
+| Visa Account Updater (VAU) | Visa | Auto-updates stored card numbers and expiry dates |
+| Mastercard Automatic Billing Updater (ABU) | Mastercard | Same for Mastercard |
+| Amex Cardrefresher | American Express | Same for Amex |
+
+**Impact:** Reduces hard declines from expired/replaced cards by 30-50%.
+
+**How to enable:**
+- **Stripe**: Automatic — enabled by default
+- **Chargebee**: Enabled through gateway settings
+- **Recurly**: Built-in, enabled by default
+- **Braintree**: Contact processor to enable
+
+### Backup Payment Methods
+
+Prompt for a second payment method:
+- During signup: "Add a backup payment method" (low conversion)
+- After first successful payment: "Protect your account with a backup card" (better timing)
+- After a failed payment is recovered: "Add a backup to prevent future interruptions" (best timing — they felt the pain)
+
+### Pre-Billing Notifications
+
+For annual plans or high-value subscriptions:
+- Email 7 days before renewal with amount and date
+- Include link to update payment method
+- Show what's included in the renewal
+- Required by some regulations for auto-renewals
+
+---
+
+## Smart Retry Strategy
+
+### Decline Type Classification
+
+| Code | Type | Meaning | Retry? |
+|------|------|---------|--------|
+| `insufficient_funds` | Soft | Temporarily low balance | Yes — retry in 2-3 days |
+| `card_declined` (generic) | Soft | Various temporary reasons | Yes — retry 3-4 times |
+| `processing_error` | Soft | Gateway/network issue | Yes — retry within 24h |
+| `expired_card` | Hard | Card is expired | No — request new card |
+| `stolen_card` | Hard | Card reported stolen | No — request new card |
+| `do_not_honor` | Soft/Hard | Bank refused (ambiguous) | Try once more, then ask for new card |
+| `authentication_required` | Auth | SCA/3DS needed | Send customer to authenticate |
+
+### Retry Schedule by Provider
+
+**Stripe (Smart Retries — recommended):**
+- Enable "Smart Retries" in Stripe Dashboard → Billing → Settings
+- Stripe's ML model picks optimal retry timing based on billions of transactions
+- Typically 4-8 retry attempts over 3-4 weeks
+- Recovers ~15% more than fixed-schedule retries
+
+**Manual retry schedule (if no smart retries):**
+
+| Retry | Timing | Best Day/Time |
+|-------|--------|--------------|
+| 1 | Day 1 (24h after failure) | Morning, same day of week as original |
+| 2 | Day 3 | Try a different time of day |
+| 3 | Day 5 | After typical payday (1st, 15th) |
+| 4 | Day 7 | Morning of the next business day |
+| 5 (final) | Day 10 | Last attempt before grace period ends |
+
+**Retry timing insights:**
+- Retry on the same day of month the original payment succeeded
+- Retry after common paydays (1st and 15th of the month)
+- Avoid retrying on weekends (lower approval rates)
+- Morning retries (8-10am local time) perform slightly better
+
+---
+
+## Dunning Email Sequence
+
+### Email 1: Payment Failed (Day 0)
+
+**Tone:** Friendly, matter-of-fact. No alarm.
+
+```
+Subject: Action needed — your payment didn't go through
+
+Hi [Name],
+
+We tried to charge your [card type] ending in [last 4] for your
+[Product] subscription ($[amount]), but it didn't go through.
+
+This happens sometimes — usually a quick card update fixes it.
+
+[Update Payment Method →]
+
+Your access isn't affected yet. We'll retry automatically, but
+updating your card is the fastest fix.
+
+Need help? Just reply to this email.
+
+— [Product] Team
+```
+
+### Email 2: Reminder (Day 3)
+
+**Tone:** Helpful, slightly more urgent.
+
+```
+Subject: Quick reminder — update your payment for [Product]
+
+Hi [Name],
+
+Just a heads-up — we still haven't been able to process your
+$[amount] payment for [Product].
+
+[Update Payment Method →]
+
+Takes less than 30 seconds. Your [data/projects/team access]
+is safe, but we'll need a valid payment method to keep your
+account active.
+
+Questions? Reply here and we'll help.
+
+— [Product] Team
+```
+
+### Email 3: Urgency (Day 7)
+
+**Tone:** Direct, clear consequences.
+
+```
+Subject: Your [Product] account will be paused in 3 days
+
+Hi [Name],
+
+We've tried to process your payment several times, but your
+[card type] ending in [last 4] keeps getting declined.
+
+If we don't receive payment by [date], your account will be
+paused and you'll lose access to:
+
+• [Key feature/data they use]
+• [Their projects/workspace]
+• [Team access for X members]
+
+[Update Payment Method Now →]
+
+Your data won't be deleted — you can reactivate anytime by
+updating your payment method.
+
+— [Product] Team
+```
+
+### Email 4: Final Warning (Day 10)
+
+**Tone:** Final, clear, no guilt.
+
+```
+Subject: Last chance to keep your [Product] account active
+
+Hi [Name],
+
+This is our last reminder. Your payment of $[amount] is past
+due, and your account will be paused tomorrow ([date]).
+
+[Update Payment Method →]
+
+After pausing:
+• Your data is saved for [90 days]
+• You can reactivate anytime
+• Just update your card to restore access
+
+If you intended to cancel, no action needed — your account
+will be paused automatically.
+
+— [Product] Team
+```
+
+---
+
+## Grace Period Management
+
+### What Happens During Grace Period
+
+| Setting | Recommendation |
+|---------|---------------|
+| Duration | 7-14 days after final retry |
+| Access | Degraded (read-only) or full access |
+| Visibility | In-app banner: "Payment past due — update to continue" |
+| Retry | Continue background retries during grace |
+| Communication | Dunning emails continue |
+
+### Access Degradation Options
+
+**Option A: Full access during grace (recommended for B2B)**
+- Lower friction, customer feels respected
+- Higher recovery rate (they still see value)
+- Risk: some customers exploit the grace period
+
+**Option B: Read-only access (recommended for B2C)**
+- Can view but not create/edit
+- Creates urgency without data loss fear
+- Clear message: "Update payment to resume full access"
+
+**Option C: Immediate lockout (not recommended)**
+- Aggressive, damages relationship
+- Lower recovery rate
+- Only appropriate for very low-cost plans
+
+### Post-Grace Period
+
+| Timing | Action |
+|--------|--------|
+| Grace period ends | Pause account (not delete) |
+| Day 1 post-pause | "Your account has been paused" email |
+| Day 7 post-pause | "Your data is still here" reminder |
+| Day 30 post-pause | Win-back attempt with new offer |
+| Day 60 post-pause | Final win-back |
+| Day 90 post-pause | Data deletion warning (if applicable) |
+
+---
+
+## Provider-Specific Setup
+
+### Stripe
+
+**Enable Smart Retries:**
+1. Dashboard → Settings → Billing → Subscriptions and emails
+2. Enable "Smart Retries" under retry rules
+3. Set failed payment emails in Dashboard → Settings → Emails
+
+**Custom retry rules (if not using Smart Retries):**
+```
+Retry 1: 3 days after failure
+Retry 2: 5 days after failure
+Retry 3: 7 days after failure
+Final:   Mark subscription as unpaid after last retry
+```
+
+**Webhook events to handle:**
+- `invoice.payment_failed` — trigger dunning
+- `invoice.paid` — cancel dunning, restore access
+- `customer.subscription.updated` — status changes
+- `customer.subscription.deleted` — final cancellation
+
+### Chargebee
+
+**Built-in dunning:**
+1. Settings → Configure Chargebee → Retry Settings
+2. Configure retry attempts and intervals
+3. Settings → Configure Chargebee → Email Notifications → Dunning
+
+**Dunning options:**
+- Automatic retries with configurable schedule
+- Built-in dunning emails (customizable templates)
+- Grace period configuration per plan
+
+### Paddle
+
+**Managed dunning:**
+- Paddle handles retries and dunning automatically
+- Limited customization (Paddle manages the relationship)
+- Webhook: `subscription.payment_failed`, `subscription.cancelled`
+- Best for hands-off approach
+
+### Recurly
+
+**Revenue Recovery:**
+1. Configuration → Dunning Management
+2. Set retry schedule per plan
+3. Configure grace period and final action (pause vs cancel)
+
+**Advanced features:**
+- Machine-learning retry optimization
+- Per-plan dunning schedules
+- Built-in Account Updater
+
+---
+
+## In-App Dunning
+
+Don't rely on email alone. Show payment failures in the app:
+
+### Banner Pattern
+```
+┌──────────────────────────────────────────────────────┐
+│ ⚠ Your payment of $29 failed. Update your card to    │
+│ avoid losing access. [Update Payment →]  [Dismiss]   │
+└──────────────────────────────────────────────────────┘
+```
+
+**Rules:**
+- Show on every page load during dunning period
+- Allow dismiss (but show again next session)
+- Direct link to payment update (fewest clicks possible)
+- Don't block the product — let them continue using it
+
+### Modal Pattern (for final warning)
+```
+┌─────────────────────────────────────┐
+│                                     │
+│  Your account will be paused        │
+│  on [date]                          │
+│                                     │
+│  Update your payment method to      │
+│  keep access to your [X] projects   │
+│  and [Y] team members.              │
+│                                     │
+│  [Update Payment Method]            │
+│  [Remind Me Later]                  │
+│                                     │
+└─────────────────────────────────────┘
+```
+
+---
+
+## Measuring Dunning Performance
+
+### Key Metrics
+
+| Metric | How to Calculate | Target |
+|--------|-----------------|--------|
+| Recovery rate | Recovered payments / Total failed | 50-60% |
+| Recovery rate by decline type | Recovered / Failed per type | Soft: 70%+, Hard: 40%+ |
+| Time to recovery | Days from failure to successful payment | <5 days |
+| Pre-dunning prevention rate | Prevented failures / Expected failures | 20-30% |
+| Dunning email open rate | Opens / Sent per email | 60%+ |
+| Dunning email click rate | Clicks / Opens per email | 30%+ |
+| Revenue recovered (monthly) | Sum of recovered payment amounts | Track trend |
+| Revenue lost to involuntary churn | Sum of failed + unrecovered amounts | Track trend |
+
+### Benchmarking
+
+**By company stage:**
+
+| Stage | Typical Involuntary Churn | Target After Optimization |
+|-------|--------------------------|--------------------------|
+| Early (< $1M ARR) | 3-5% of MRR/month | 1-2% |
+| Growth ($1-10M ARR) | 2-4% of MRR/month | 0.5-1.5% |
+| Scale ($10M+ ARR) | 1-3% of MRR/month | 0.3-0.8% |
+
+### ROI Calculation
+
+```
+Monthly failed payment MRR:        $10,000
+Current recovery rate:              30% ($3,000 recovered)
+Target recovery rate:               60% ($6,000 recovered)
+Monthly improvement:                $3,000/month
+Annual improvement:                 $36,000/year
+Cost of dunning optimization:       ~$200-500/month (tooling)
+ROI:                                6-15x
+```
@@ -0,0 +1,290 @@
+---
+name: co-marketing
+description: "When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate with another company,' 'partnership ideas,' or 'co-brand.' For customer referral programs, see referrals. For launch-specific partnerships, see launch."
+metadata:
+  version: 2.0.0
+---
+
+You are a co-marketing strategist who helps SaaS companies identify ideal partners and brainstorm high-impact joint campaigns.
+
+## Before Starting
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+## When to Use This Skill
+
+- Finding potential co-marketing partners
+- Brainstorming campaign ideas with a specific partner
+- Planning joint launches or promotions
+- Evaluating partnership fit
+- Structuring co-marketing agreements
+
+---
+
+## Partner Identification Framework
+
+### 1. Audience Overlap Analysis
+
+The best partners share your audience but don't compete for the same budget.
+
+**Ideal partner characteristics:**
+- Same buyer persona, different problem solved
+- Adjacent in the workflow (before, after, or alongside your tool)
+- Similar company stage and customer size
+- Complementary, not competitive
+
+**Questions to identify partners:**
+- What tools do your customers already use?
+- What do they use before/after your product?
+- Who else is selling to your ICP?
+- Which integrations do customers request most?
+
+### 2. Partner Scoring Criteria
+
+Rate potential partners (1-5) on:
+
+| Criteria | What to Evaluate |
+|----------|------------------|
+| **Audience fit** | How closely does their audience match your ICP? |
+| **Audience size** | Do they have reach worth partnering for? |
+| **Brand alignment** | Would you be proud to be associated? |
+| **Engagement quality** | Do they have an active, engaged audience? |
+| **Reciprocity potential** | Can you offer them equal value? |
+| **Ease of execution** | Do they have a partnerships team? History of co-marketing? |
+
+### 3. Where to Find Partners
+
+**Integration ecosystem:**
+- Your existing integration partners
+- Tools in the same app marketplace category
+- Platforms your product plugs into
+
+**Adjacent categories:**
+- Tools that solve the problem before yours
+- Tools that solve the problem after yours
+- Tools used by the same role but different workflow
+
+**Community signals:**
+- Who sponsors the same podcasts/newsletters?
+- Who exhibits at the same conferences?
+- Who's active in the same communities?
+- Whose content does your audience share?
+
+**Data sources:**
+- Crossbeam or Reveal for account overlap
+- Customer surveys ("what else do you use?")
+- G2/Capterra category neighbors
+- Job postings mentioning your tool + others
+
+---
+
+## Co-Marketing Campaign Types
+
+### Content Partnerships
+
+| Format | Effort | Lead Sharing | Best For |
+|--------|--------|--------------|----------|
+| **Co-authored blog post** | Low | Shared byline, link exchange | Thought leadership, SEO |
+| **Joint ebook/guide** | Medium | Gated, split leads | Lead gen, deeper topic |
+| **Research report** | High | Gated, split leads | Authority, PR |
+| **Guest newsletter swap** | Low | Each keeps own leads | Audience exposure |
+| **Podcast guest exchange** | Low | Each keeps own leads | Relationship building |
+
+### Webinars & Events
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Joint webinar** | Medium | Lead gen, product education |
+| **Virtual summit panel** | Medium | Multi-partner exposure |
+| **Co-hosted workshop** | High | Hands-on education, deeper engagement |
+| **Conference booth sharing** | Medium | Cost splitting, audience overlap |
+| **Joint happy hour/dinner** | Low | Relationship building at events |
+
+### Product & Integration Marketing
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Integration launch** | Medium | Existing integration partners |
+| **Joint case study** | Medium | Shared customers |
+| **"Better together" landing page** | Low | Integration discovery |
+| **Bundle or discount** | Medium | Conversion boost, cross-sell |
+| **In-app cross-promotion** | Medium | User activation |
+
+### Community & Social
+
+| Format | Effort | Best For |
+|--------|--------|----------|
+| **Social media takeover** | Low | Audience exposure |
+| **Joint giveaway/contest** | Low | List building, engagement |
+| **Slack/Discord community collab** | Low | Community building |
+| **Joint AMA or Twitter Space** | Low | Thought leadership |
+
+---
+
+## Brainstorming Partner Campaigns
+
+When brainstorming with a specific partner, consider:
+
+### 1. Shared Audience Moments
+
+- What trigger events matter to both audiences?
+- What seasonal moments align with both products?
+- What industry trends affect both customer bases?
+
+### 2. Combined Value Propositions
+
+- What can customers achieve with both tools that they can't with one?
+- What workflow does the combination enable?
+- What pain point does the integration solve?
+
+### 3. Unique Assets Each Brings
+
+| Your Assets | Their Assets |
+|-------------|--------------|
+| Your audience size/engagement | Their audience size/engagement |
+| Your content expertise | Their content expertise |
+| Your product capabilities | Their product capabilities |
+| Your brand credibility | Their brand credibility |
+| Your customer stories | Their customer stories |
+
+### 4. Campaign Idea Prompts
+
+Ask these to generate ideas:
+- "What would we create if we had to launch something in 2 weeks?"
+- "What content do both our audiences desperately need?"
+- "What would make customers say 'finally, someone did this'?"
+- "What exclusive thing could we offer together?"
+- "What data do we both have that would make a compelling story?"
+
+---
+
+## Approaching Potential Partners
+
+### Cold Outreach Template
+
+```
+Subject: [Your Company] + [Their Company] co-marketing idea
+
+Hey [Name],
+
+I'm [Role] at [Your Company]. We [one-line description].
+
+I noticed we share a lot of the same audience—[specific observation about overlap].
+
+I have an idea for [specific campaign type] that could work well for both of us: [one-sentence pitch].
+
+Would you be open to a quick call to explore?
+
+[Your name]
+```
+
+### What to Prepare for the Call
+
+1. **Account overlap data** (if available via Crossbeam/Reveal)
+2. **2-3 specific campaign ideas** (not just "let's do something")
+3. **Your audience metrics** (list size, traffic, engagement)
+4. **Examples of past partnerships** (shows you can execute)
+5. **Clear ask** (what you want from them, what you'll provide)
+
+---
+
+## Structuring the Partnership
+
+### Key Questions to Align On
+
+- **Lead ownership**: How are leads split or shared?
+- **Promotion commitments**: What will each party do to promote?
+- **Asset creation**: Who creates what? Who approves?
+- **Timeline**: When does each phase happen?
+- **Success metrics**: How will you measure success?
+- **Follow-up**: Will you do more together if it works?
+
+### Simple Co-Marketing Agreement Outline
+
+1. **Campaign description**: What you're doing together
+2. **Responsibilities**: Who does what
+3. **Timeline**: Key dates and deadlines
+4. **Lead handling**: How leads are captured, shared, followed up
+5. **Promotion**: Minimum commitments from each side
+6. **Branding**: Logo usage, approval process
+7. **Costs**: Who pays for what (if any)
+8. **Metrics sharing**: What data you'll share post-campaign
+
+---
+
+## Measuring Co-Marketing Success
+
+### Quantitative Metrics
+
+- Leads generated (total and per partner)
+- Lead quality (MQL/SQL conversion rate)
+- Revenue attributed
+- Audience growth (new subscribers, followers)
+- Content engagement (views, downloads, shares)
+
+### Qualitative Metrics
+
+- Ease of collaboration
+- Partner responsiveness
+- Audience reception
+- Brand lift
+- Relationship strengthened for future campaigns
+
+---
+
+## Co-Marketing Checklist
+
+### Partner Identification
+- [ ] List tools your customers already use
+- [ ] Check Crossbeam/Reveal for account overlap
+- [ ] Score top 5 potential partners
+- [ ] Research their past co-marketing activities
+
+### Campaign Planning
+- [ ] Agree on campaign type and goals
+- [ ] Define lead sharing arrangement
+- [ ] Assign responsibilities and deadlines
+- [ ] Set success metrics
+
+### Execution
+- [ ] Create shared assets (landing page, content, etc.)
+- [ ] Coordinate promotion schedules
+- [ ] Brief both teams on talking points
+
+### Post-Campaign
+- [ ] Share metrics with partner
+- [ ] Debrief on what worked/didn't
+- [ ] Discuss future collaboration opportunities
+
+---
+
+## Task-Specific Questions
+
+1. Are you looking for partners or planning a campaign with a specific partner?
+2. What type of co-marketing are you most interested in? (content, events, integrations, community)
+3. What's your audience size? (email list, social following, traffic)
+4. Do you have existing integration partners?
+5. Have you done co-marketing before? What worked/didn't?
+6. What's your timeline and budget for co-marketing?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key tools for co-marketing:
+
+| Tool | Best For | Guide |
+|------|----------|-------|
+| **Crossbeam** | Account overlap with partners | [crossbeam.md](../../tools/integrations/crossbeam.md) |
+| **Introw** | Partner program management, deal registration | [introw.md](../../tools/integrations/introw.md) |
+| **PartnerStack** | Partner and affiliate program management | [partnerstack.md](../../tools/integrations/partnerstack.md) |
+
+---
+
+## Related Skills
+
+- **referrals** — For customer referral and affiliate programs (customers referring customers)
+- **launch** — For product launches with partners; covers co-marketing as a "borrowed channel"
+- **content-strategy** — For content planning including co-created content
+- **sales-enablement** — For partner-facing collateral and enablement materials
@@ -0,0 +1,84 @@
+{
+  "skill_name": "co-marketing",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "We make a project management tool for design agencies. Who should we look for as co-marketing partners?",
+      "expected_output": "Should check for product-marketing.md first. Should apply the Partner Identification Framework with audience overlap analysis. Should identify ideal partner characteristics: same buyer persona (design agencies), different problem solved, adjacent in the workflow. Should suggest specific partner categories: design tools (Figma, Adobe), proposal/contract tools (Bonsai, HoneyBook), client communication (Notion, Slack), invoicing/payments (Stripe, FreshBooks), file storage/handoff (Dropbox, Frame.io). Should recommend audience scoring criteria. Should suggest sources to find partners: integration ecosystem, Crossbeam/Reveal for account overlap, customer surveys, G2/Capterra category neighbors, podcasts/newsletters they sponsor.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Identifies same persona / different problem characteristic",
+        "Suggests specific partner categories in workflow",
+        "Mentions Crossbeam or account overlap data",
+        "Lists multiple sources to find partners",
+        "Applies scoring criteria"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We're partnering with a competitor — wait, not a competitor, a complementary CRM company. Help us brainstorm 5 campaign ideas we could run together.",
+      "expected_output": "Should apply the brainstorming framework: shared audience moments, combined value propositions, unique assets each brings. Should propose campaign ideas across multiple types from the campaign type tables (content partnerships, webinars/events, product/integration marketing, community/social). Should suggest specific ideas like: co-authored blog post or research report, joint webinar, 'better together' integration landing page, joint case study with shared customer, integration launch, bundle/discount, conference booth sharing. Should ask the campaign idea prompts to spark ideas: what would we create if we had to launch in 2 weeks, what content do both audiences desperately need, what data do we both have that would make a compelling story.",
+      "assertions": [
+        "Applies brainstorming framework",
+        "Proposes campaigns across multiple types (content, events, integration, community)",
+        "Suggests specific actionable ideas",
+        "Mentions integration or 'better together' angle",
+        "Uses brainstorming prompts"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Draft a cold outreach email to a potential co-marketing partner. They're a content management platform and we make a marketing analytics tool. Both serve B2B marketing teams.",
+      "expected_output": "Should use the cold outreach template structure. Should include: subject line with both company names, brief role intro, specific observation about audience overlap (not generic), one concrete campaign idea (not 'let's do something'), clear ask for a quick call. Should keep it short and personal. Should optionally mention call prep: account overlap data (Crossbeam/Reveal), 2-3 specific campaign ideas, audience metrics, past partnership examples, clear ask of what's wanted and what's offered.",
+      "assertions": [
+        "Includes subject with both company names",
+        "Specific observation about audience overlap",
+        "Includes one concrete campaign idea",
+        "Includes clear ask for a call",
+        "Keeps it short and personal",
+        "Mentions what to prepare for the call"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "We've identified 5 potential partners but only have time for one campaign this quarter. How should we pick?",
+      "expected_output": "Should apply the partner scoring criteria: audience fit, audience size, brand alignment, engagement quality, reciprocity potential, ease of execution. Should recommend scoring each partner 1-5 across these criteria. Should weight by current goal (e.g., if lead gen is priority, weight audience size and audience fit higher; if relationship building, weight brand alignment and engagement quality). Should consider partner's history of co-marketing — those with partnerships teams and past co-marketing activities execute faster. Should recommend running a small content partnership first (low effort) to test the relationship before bigger commitments.",
+      "assertions": [
+        "Applies partner scoring criteria",
+        "Includes all 6 scoring dimensions",
+        "Weights by goal",
+        "Considers ease of execution / partnership history",
+        "Recommends starting with low-effort format"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Our partnership webinar with another SaaS company got 200 signups. How do we split the leads?",
+      "expected_output": "Should address the lead handling question from the Structuring the Partnership section. Should explain common splits: each partner keeps their own registrations (cleanest but loses cross-pollination), all leads shared between both (max reach, requires clear MQL/SQL handoff), split by audience source (your list vs theirs). Should recommend documenting this in advance in a co-marketing agreement covering campaign description, responsibilities, timeline, lead handling, promotion, branding, costs, metrics sharing. Should note measuring success: leads generated per partner, lead quality (MQL/SQL conversion rate), revenue attributed. Should recommend a post-campaign debrief and discussing future collaboration if it worked.",
+      "assertions": [
+        "Explains lead split options",
+        "Recommends documenting in agreement",
+        "Lists agreement components",
+        "Mentions measuring lead quality not just volume",
+        "Recommends post-campaign debrief"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Our customer success team wants us to launch a referral program. Can you help us design one?",
+      "expected_output": "Should recognize this is about customer referrals, not co-marketing between companies. Should redirect to the referrals skill, which specifically handles customer referral and affiliate programs (customers referring customers). Should note co-marketing is partner-to-partner marketing while referrals is customer-driven word-of-mouth. May offer brief co-marketing context if it's relevant to the strategy, but should make clear referrals is the right skill for the task.",
+      "assertions": [
+        "Recognizes this is customer referral, not co-marketing",
+        "Defers to referrals skill",
+        "Distinguishes co-marketing from referral programs",
+        "Does not attempt full co-marketing strategy"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,158 @@
+---
+name: cold-email
+description: Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see emails. For sales collateral beyond emails, see sales-enablement.
+metadata:
+  version: 2.0.0
+---
+
+# Cold Email Writing
+
+You are an expert cold email writer. Your goal is to write emails that sound like they came from a sharp, thoughtful human — not a sales machine following a template.
+
+## Before Writing
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Understand the situation (ask if not provided):
+
+1. **Who are you writing to?** — Role, company, why them specifically
+2. **What do you want?** — The outcome (meeting, reply, intro, demo)
+3. **What's the value?** — The specific problem you solve for people like them
+4. **What's your proof?** — A result, case study, or credibility signal
+5. **Any research signals?** — Funding, hiring, LinkedIn posts, company news, tech stack changes
+
+Work with whatever the user gives you. If they have a strong signal and a clear value prop, that's enough to write. Don't block on missing inputs — use what you have and note what would make it stronger.
+
+---
+
+## Writing Principles
+
+### Write like a peer, not a vendor
+
+The email should read like it came from someone who understands their world — not someone trying to sell them something. Use contractions. Read it aloud. If it sounds like marketing copy, rewrite it.
+
+### Every sentence must earn its place
+
+Cold email is ruthlessly short. If a sentence doesn't move the reader toward replying, cut it. The best cold emails feel like they could have been shorter, not longer.
+
+### Personalization must connect to the problem
+
+If you remove the personalized opening and the email still makes sense, the personalization isn't working. The observation should naturally lead into why you're reaching out.
+
+See [personalization.md](references/personalization.md) for the 4-level system and research signals.
+
+### Lead with their world, not yours
+
+The reader should see their own situation reflected back. "You/your" should dominate over "I/we." Don't open with who you are or what your company does.
+
+### One ask, low friction
+
+Interest-based CTAs ("Worth exploring?" / "Would this be useful?") beat meeting requests. One CTA per email. Make it easy to say yes with a one-line reply.
+
+---
+
+## Voice & Tone
+
+**The target voice:** A smart colleague who noticed something relevant and is sharing it. Conversational but not sloppy. Confident but not pushy.
+
+**Calibrate to the audience:**
+
+- C-suite: ultra-brief, peer-level, understated
+- Mid-level: more specific value, slightly more detail
+- Technical: precise, no fluff, respect their intelligence
+
+**What it should NOT sound like:**
+
+- A template with fields swapped in
+- A pitch deck compressed into paragraph form
+- A LinkedIn DM from someone you've never met
+- An AI-generated email (avoid the telltale patterns: "I hope this email finds you well," "I came across your profile," "leverage," "synergy," "best-in-class")
+
+---
+
+## Structure
+
+There's no single right structure. Choose a framework that fits the situation, or write freeform if the email flows naturally without one.
+
+**Common shapes that work:**
+
+- **Observation → Problem → Proof → Ask** — You noticed X, which usually means Y challenge. We helped Z with that. Interested?
+- **Question → Value → Ask** — Struggling with X? We do Y. Company Z saw [result]. Worth a look?
+- **Trigger → Insight → Ask** — Congrats on X. That usually creates Y challenge. We've helped similar companies with that. Curious?
+- **Story → Bridge → Ask** — [Similar company] had [problem]. They [solved it this way]. Relevant to you?
+
+For the full catalog of frameworks with examples, see [frameworks.md](references/frameworks.md).
+
+---
+
+## Subject Lines
+
+Short, boring, internal-looking. The subject line's only job is to get the email opened — not to sell.
+
+- 2-4 words, lowercase, no punctuation tricks
+- Should look like it came from a colleague ("reply rates," "hiring ops," "Q2 forecast")
+- No product pitches, no urgency, no emojis, no prospect's first name
+
+See [subject-lines.md](references/subject-lines.md) for the full data.
+
+---
+
+## Follow-Up Sequences
+
+Each follow-up should add something new — a different angle, fresh proof, a useful resource. "Just checking in" gives the reader no reason to respond.
+
+- 3-5 total emails, increasing gaps between them
+- Each email should stand alone (they may not have read the previous ones)
+- The breakup email is your last touch — honor it
+
+See [follow-up-sequences.md](references/follow-up-sequences.md) for cadence, angle rotation, and breakup email templates.
+
+---
+
+## Quality Check
+
+Before presenting, gut-check:
+
+- Does it sound like a human wrote it? (Read it aloud)
+- Would YOU reply to this if you received it?
+- Does every sentence serve the reader, not the sender?
+- Is the personalization connected to the problem?
+- Is there one clear, low-friction ask?
+
+---
+
+## What to Avoid
+
+- Opening with "I hope this email finds you well" or "My name is X and I work at Y"
+- Jargon: "synergy," "leverage," "circle back," "best-in-class," "leading provider"
+- Feature dumps — one proof point beats ten features
+- HTML, images, or multiple links
+- Fake "Re:" or "Fwd:" subject lines
+- Identical templates with only {{FirstName}} swapped
+- Asking for 30-minute calls in first touch
+- "Just checking in" follow-ups
+
+---
+
+## Data & Benchmarks
+
+The references contain performance data if you need to make informed choices:
+
+- [benchmarks.md](references/benchmarks.md) — Reply rates, conversion funnels, expert methods, common mistakes
+- [personalization.md](references/personalization.md) — 4-level personalization system, research signals
+- [subject-lines.md](references/subject-lines.md) — Subject line data and optimization
+- [follow-up-sequences.md](references/follow-up-sequences.md) — Cadence, angles, breakup emails
+- [frameworks.md](references/frameworks.md) — All copywriting frameworks with examples
+
+Use this data to inform your writing — not as a checklist to satisfy.
+
+---
+
+## Related Skills
+
+- **copywriting**: For landing pages and web copy
+- **emails**: For lifecycle/nurture email sequences (not cold outreach)
+- **social**: For LinkedIn and social posts
+- **product-marketing**: For establishing foundational positioning
+- **revops**: For lead scoring, routing, and pipeline management
@@ -0,0 +1,94 @@
+{
+  "skill_name": "cold-email",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Write a cold email to VP of Marketing at mid-size B2B SaaS companies. We sell a content analytics platform that shows which blog posts actually drive pipeline. Our main proof point: customers see 3x increase in content-attributed revenue within 90 days.",
+      "expected_output": "Should check for product-marketing.md first. Should write like a peer, not a vendor. Should use one of the structure frameworks (observation→problem→proof→ask or similar). Subject line should be 2-4 words, lowercase, internal-looking. Every sentence should earn its place. Personalization should connect to the prospect's problem, not just their name. Should use the 3x revenue proof point as social proof, not a feature claim. CTA should be low-friction (not 'book a demo'). Should provide 2-3 variations. Should include a quality check against the guidelines.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Writes like a peer, not a vendor",
+        "Uses a structure framework from the skill",
+        "Subject line is short, lowercase, internal-looking",
+        "Every sentence earns its place (concise)",
+        "Personalization connects to prospect's problem",
+        "Uses proof point as social proof",
+        "CTA is low-friction",
+        "Provides 2-3 variations"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Help me write a cold email to CTOs at enterprise companies. I sell cybersecurity training. My current email has a 2% open rate and 0% reply rate.",
+      "expected_output": "Should diagnose the current email's likely problems based on 2% open rate (subject line issue) and 0% reply rate (body/relevance issue). Should apply voice calibration for CTO audience (respect their time, technical credibility, executive-level language). Should provide a completely new email following structure frameworks. Subject line should be 2-4 words, look internal. Should adapt tone for enterprise CTOs — more formal than startup audience but still peer-like. Should provide the email plus analysis of why each element works.",
+      "assertions": [
+        "Diagnoses problems from the performance data",
+        "Identifies subject line as likely open rate issue",
+        "Applies voice calibration for CTO audience",
+        "Subject line is short, lowercase, internal-looking",
+        "Adapts tone for enterprise audience",
+        "Uses structure framework from the skill",
+        "Explains why each element works"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "write me a follow-up sequence. prospect didn't reply to my first email about our HR software. how many should I send and how far apart?",
+      "expected_output": "Should trigger on casual phrasing. Should apply the follow-up sequence guidance: 3-5 follow-ups recommended. Each follow-up should add something new (new angle, new proof point, new value) — not just 'bumping' or 'checking in.' Should provide timing recommendations between emails. Should provide actual follow-up email copy for each touch, with different angles. Should include a breakup email at the end. Should note that each follow-up should be shorter than the previous.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Recommends 3-5 follow-up emails",
+        "Each follow-up adds something new",
+        "Does not use 'just bumping' or 'checking in' language",
+        "Provides timing between emails",
+        "Provides actual copy for each follow-up",
+        "Includes a breakup email",
+        "Follow-ups get progressively shorter"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Review this cold email and tell me what's wrong: 'Dear Sir/Madam, I hope this email finds you well. I wanted to reach out to introduce our innovative cloud-based platform that leverages AI to streamline your business operations. We have helped over 500 companies transform their workflows. I would love to schedule a 30-minute call to discuss how we can help your organization. Best regards, John'",
+      "expected_output": "Should apply the quality check framework. Should identify multiple problems: 'Dear Sir/Madam' (no personalization), 'I hope this email finds you well' (filler), 'innovative cloud-based platform' (jargon/buzzwords), 'leverages AI to streamline' (vague vendor language), 'transform their workflows' (means nothing), '30-minute call' (too much ask for cold email), entire email is about the sender not the prospect. Should rewrite following the principles: peer tone, observation→problem→proof→ask structure, every sentence earns its place, personalization connected to their problem, low-friction CTA.",
+      "assertions": [
+        "Identifies lack of personalization",
+        "Identifies filler phrases",
+        "Identifies jargon and buzzwords",
+        "Identifies vendor language vs peer language",
+        "Identifies CTA as too high-friction",
+        "Notes email is sender-focused not prospect-focused",
+        "Provides a rewritten version",
+        "Rewrite follows cold email principles"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "What are the best subject lines for cold emails? I want to maximize open rates.",
+      "expected_output": "Should apply the subject line guidelines: short (2-4 words), lowercase or sentence case, internal-looking (should look like it came from a colleague, not a vendor). Should provide examples following these principles. Should explain why these work (bypass promotional filters, trigger curiosity, don't look like marketing). Should warn against common bad subject lines (ALL CAPS, emojis, clickbait, long subjects). Should note that subject line gets them to open but body gets them to reply.",
+      "assertions": [
+        "Applies subject line guidelines (2-4 words, lowercase, internal-looking)",
+        "Provides specific examples",
+        "Explains why the format works",
+        "Warns against common bad subject line patterns",
+        "Notes distinction between open rate and reply rate"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Can you help me set up an automated email drip campaign for leads who download our whitepaper?",
+      "expected_output": "Should recognize this is a lifecycle/nurture email sequence, not cold outreach. Should defer to or cross-reference the emails skill, which handles drip campaigns, lead nurture sequences, and lifecycle emails. Cold email is specifically for unsolicited outbound outreach to prospects who haven't opted in. Should make this distinction clear.",
+      "assertions": [
+        "Recognizes this as lifecycle/nurture email, not cold outreach",
+        "References or defers to emails skill",
+        "Explains the distinction between cold email and lifecycle email",
+        "Does not attempt to design a nurture sequence using cold email patterns"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,83 @@
+# Benchmarks, Data & Expert Methods
+
+## Core Performance Metrics (2024–2025)
+
+| Metric                     | Average | Good   | Excellent | Source                   |
+| -------------------------- | ------- | ------ | --------- | ------------------------ |
+| Open rate                  | 27.7%   | 40–45% | 50%+      | Belkins, Snov.io         |
+| Reply rate                 | 4–5.8%  | 5–10%  | 10–15%    | Belkins, Reachoutly      |
+| Reply rate (best-in-class) | —       | —      | 15–25%+   | Digital Bloom, Instantly |
+| Positive reply %           | ~48%    | 55–60% | 62–65%    | Digital Bloom            |
+| Meeting booking rate       | 0.5–1%  | 1–2%   | 2.3%+     | Reachoutly               |
+| Bounce rate                | 7.5%    | <4%    | <2%       | Belkins                  |
+
+## Realistic Funnel Model
+
+500 emails → 100 opens (20%) → 25 replies (5%) → 8 positive replies (30%) → 4 meetings (50%) → 1 client (25% close). ~**0.2% end-to-end conversion** for average performers.
+
+## Performance Levers (ranked by impact)
+
+1. **Hook type** — Timeline hooks outperform problem hooks by 3.4x in meetings
+2. **Personalization depth** — Up to 250% more replies
+3. **Brevity** — 25–75 words optimal, 83% more replies under 75 words
+4. **Targeting precision** — ≤50 contacts per campaign = 2.76x higher reply rates
+5. **Follow-up strategy** — First follow-up adds 49% more replies
+6. **Reading level** — 3rd–5th grade = 67% more replies
+7. **Send timing** — Thursday peaks at 6.87% reply rate
+
+## Declining Effectiveness Trend
+
+Reply rates dropped from 7–8% (2020–2022) to 4–5.8% (2024–2025), ~15% YoY decline. Drivers: inbox saturation (10+ cold emails/week, 20% say none relevant), stricter anti-spam (Google's threshold: 0.1% complaints), AI email flood (more volume, less quality signal). Writing craft matters more, not less — gap between average and excellent is widening.
+
+## Response Rates by Seniority
+
+- **Entry-level:** Highest engagement at 8% reply, 50% open
+- **C-level:** 23% more likely to respond than non-C-suite when they engage (6.4% vs 5.2%)
+- **CTOs/VP Tech:** 7.68% reply
+- **CEOs/Founders:** 7.63% reply
+- **Heads of Sales:** 6.60% (most targeted role, highest saturation)
+
+## Industry Variation
+
+**Highest responding:** Nonprofits (16.5%+), legal (10%), EdTech (7.8%), chemical (7.3%), manufacturing (6.1%).
+**Lowest responding:** SaaS (3.5%), financial services (3.4%), IT services (3.5%).
+
+## Top 15 Mistakes (ranked by impact)
+
+1. **Too long** — 70% of emails above 10th-grade level. Under 75 words = 83% more replies
+2. **Too self-focused** — "We are a leading..." signals sales pitch. Count I/We sentences
+3. **No clear value prop** — 71% of decision-makers ignore irrelevant emails
+4. **Generic templates** — {{FirstName}} isn't personalization. Recipients detect instantly
+5. **Feature dumping** — "Great reps lead with problems" (Lavender). One proof point beats ten features
+6. **False personalization** — "Loved your post!" without specifics is transparent
+7. **Asking too much too soon** — 30-min call in first email = "proposing on first date"
+8. **Pushy language** — "Act Now" stacking increases spam flagging by 67%
+9. **No CTA** — Without a clear next step, momentum dies
+10. **"Just checking in" follow-ups** — "I never heard back" = 12% drop in bookings
+11. **Wrong tone for audience** — Founder ≠ RevOps lead ≠ sales leader
+12. **Jargon/buzzwords** — "Leverage synergistic platform" → "We help you book more meetings"
+13. **Unsubstantiated claims** — "300% more leads" without proof triggers skepticism
+14. **Too many contacts per company** — 1–2 people = 7.8% reply; 10+ = 3.8%
+15. **Fake urgency** — Fake "Re:" / "Fwd:" / countdown timers destroy trust
+
+## Cultural Calibration
+
+| Factor       | US              | UK                       | Germany/DACH         | Scandinavia             |
+| ------------ | --------------- | ------------------------ | -------------------- | ----------------------- |
+| Tone         | Direct, casual  | Polite, professional     | Precise, data-driven | Fact-based, egalitarian |
+| Length       | Shorter, blunt  | Longer, insight-led      | Detail-oriented      | Concise but substantive |
+| Social proof | Outcome numbers | Research-led credibility | Technical precision  | Shared values           |
+
+North America: 4.1% response. Europe: 3.1%. Asia-Pacific: 2.8%. Shorter, more direct sequences work better in US. UK needs more insight/personality. GDPR affects European tone.
+
+## Expert Quick Reference
+
+| Expert         | Core Method                                                     | Best For                                        |
+| -------------- | --------------------------------------------------------------- | ----------------------------------------------- |
+| Alex Berman    | 3C's: Compliment → Case Study → CTA                             | High-ticket B2B services, agencies              |
+| Josh Braun     | "Poke the Bear" — neutral questions exposing invisible problems | Empathy-driven consultative selling             |
+| Kyle Coleman   | Systematic research + AI personalization at scale               | Bridging mass outreach and deep personalization |
+| Becc Holland   | Psychographic personalization, Premise Buckets                  | Combining personalization with relevance        |
+| Will Allred    | Data-driven coaching, Mouse Trap, Vanilla Ice Cream             | Any context; universal frameworks               |
+| Justin Michael | 1–3 sentence hyper-brevity, quote their own words               | High-velocity SDR teams at scale                |
+| Sam Nelson     | Agoge Sequence — Triple on Day 1 (email + LinkedIn + call)      | Multi-channel, tiered personalization           |
@@ -0,0 +1,81 @@
+# Follow-Up Sequences
+
+55% of replies come from follow-ups, not the initial email. Yet 48% of salespeople never follow up even once.
+
+## How Many: 3–5 Total Emails
+
+- Highest single-email reply rate: **8.4%** (Belkins).
+- 4–7 email campaigns achieve **27% reply rates** vs 9% for 1–3 emails (Woodpecker, 20M emails).
+- By 4th follow-up, response rates drop **55%** and spam complaints **triple**.
+- Resolution: longer sequences catch different timing windows. Cap at 4 follow-ups (5 total emails). Each must add genuinely new value.
+
+## Optimal Cadence
+
+Increase the gap between each touch:
+
+| Touch         | Day   | Notes                                          |
+| ------------- | ----- | ---------------------------------------------- |
+| Initial email | 0     | Maximum personalization investment             |
+| Follow-up 1   | 3     | Waiting 3 days increases response by up to 31% |
+| Follow-up 2   | 7–8   | Different angle                                |
+| Follow-up 3   | 14    | New value piece                                |
+| Follow-up 4   | 21–28 | Breakup email                                  |
+
+**Best days:** Tuesday–Thursday (Thursday peaks at 6.87% reply rate).
+**Best times:** 9–11 AM or 1–3 PM in prospect's local time.
+**Avoid:** Monday mornings (inbox overload), Friday afternoons (checked out).
+
+## Angle Rotation
+
+Each follow-up must stand alone while building toward the goal. Never just "bump this up."
+
+| Email       | Angle                                                      | Purpose                    |
+| ----------- | ---------------------------------------------------------- | -------------------------- |
+| Initial     | Personalized hook + core value prop + soft CTA             | Introduce problem/solution |
+| Follow-up 1 | Different angle, new value piece (stat, insight, resource) | Show additional benefit    |
+| Follow-up 2 | Social proof / case study from similar company             | Build credibility          |
+| Follow-up 3 | New insight, industry trend, or relevant resource          | Demonstrate expertise      |
+| Follow-up 4 | Breakup — acknowledge silence, leave door open             | Trigger loss aversion      |
+
+Add only **one new value proposition per email** (SalesBread). This naturally forces different angles.
+
+## The Breakup Email
+
+Leverages loss aversion — removing pressure while creating scarcity through withdrawal. Close.com reports **10–15% response rates** from breakup emails with cold prospects.
+
+**Structure:**
+
+1. Acknowledge you've reached out multiple times
+2. Validate their potential lack of interest
+3. State this is your final email for now
+4. Leave the door open
+
+**Example:**
+
+> I haven't heard back, so I'll assume now isn't the right time. Before I close the loop: [1-sentence insight or resource]. If that changes things, feel free to reply. Otherwise, no hard feelings — good luck with [their goal].
+
+**1-2-3 Format** (reduces friction to near zero):
+
+> Since I haven't heard back, I'll keep it simple. Reply with a number:
+>
+> 1 — Interested, let's talk
+> 2 — Not now, check back in 3 months
+> 3 — Not interested, please stop
+
+**Critical rule:** If you send a breakup email, honor it. Do not contact the prospect again.
+
+## Phrases That Kill Response Rates
+
+- "I never heard back" → **12% drop** in meeting booking rate (Gong)
+- "Just checking in" → Zero value, signals laziness
+- "Bumping this to the top of your inbox" → Presumptuous
+- "Did you see my last email?" → Guilt-tripping
+- "Following up on my previous message" → Generic, adds nothing
+
+## CTA Adjustment by Seniority
+
+**Executives/founders:** Ultra-low-effort, curiosity-driven. "Curious?" or "Worth 2 min?"
+
+**Mid-level managers:** More specific value. "Want me to walk through how [Company] saved 15 hours/week?"
+
+Higher in the org chart = less friction you can ask for.
@@ -0,0 +1,90 @@
+# Cold Email Copywriting Frameworks
+
+Frameworks beat templates — they teach thinking patterns, not copy-paste shortcuts.
+
+## PAS — Problem, Agitate, Solution (default)
+
+**Structure:** Identify pain → Amplify consequences → Present solution + soft CTA.
+**Best for:** Problem-aware but not solution-aware prospects. The workhorse framework.
+
+> Most VP Sales at companies your size spend 5+ hours/week on manual CRM reporting. That's 250+ hours/year not spent coaching reps — and often means inaccurate forecasts reaching leadership. We built a tool that auto-generates CRM reports in real time. Teams like Datadog reduced reporting time by 80%. Would it make sense to see how?
+
+## BAB — Before, After, Bridge
+
+**Structure:** Current painful situation → Ideal future → Your product as the bridge.
+**Best for:** Transformation-driven offers with clear before/after. Emotional decision-makers.
+
+> Right now, your team is likely spending hours manually sourcing leads — feast or famine each quarter. Imagine qualified leads arriving daily on autopilot, reps spending 100% of their time selling. That's what our platform does. Companies like HubSpot saw a 40% pipeline increase within 90 days. Can I show you how?
+
+## QVC — Question, Value, CTA
+
+**Structure:** Targeted pain question → Brief value → Direct next step.
+**Best for:** C-suite prospects who prefer brevity. Qualify interest immediately.
+
+> Are your SDRs spending more time researching than selling? We help sales teams automate prospect research so reps focus on conversations. Clients see 3x more meetings per rep per week. Worth a 10-minute demo?
+
+## AIDA — Attention, Interest, Desire, Action
+
+**Structure:** Hook/stat → Address specific challenge → Social proof/outcome → Clear CTA.
+**Best for:** Data-driven prospects, high-ticket pitches with strong stats.
+
+> Companies in pharma lose 30% of leads due to manual outreach. Given {{Company}}'s growth this quarter, pipeline velocity is likely top of mind. Customers like Pfizer use our platform to automate lead qualification — cutting time-to-contact by 60%. Worth a 15-minute call?
+
+## PPP — Praise, Picture, Push
+
+**Structure:** Genuine compliment → How things could be better → Gentle push to action.
+**Best for:** Senior prospects who respond to relationship-building. Requires genuine trigger.
+
+> Your keynote on scaling SDR teams was spot-on — especially on ramp time as the hidden cost. What if you could cut that in half? Our in-inbox coach helps new reps write effective emails from day one with real-time scoring. Open to a quick chat about how this could support your growth?
+
+## Star-Story-Solution
+
+**Structure:** Introduce character (customer) → Tell challenge narrative → Reveal results.
+**Best for:** Strong customer success stories. Humanizes the pitch.
+
+> Last year, Sarah — VP Sales at a Series B startup — had 5 SDRs competing against a rival with 20. Her team was getting crushed on volume. They adopted our AI prospecting tool and sent hyper-personalized emails at 3x pace without losing quality. Within 90 days, they booked more meetings than their competitor's entire team. Happy to share how this could work for {{Company}}.
+
+## SCQ — Situation, Complication, Question
+
+**Structure:** Current reality → Complicating challenge → Question that speaks to need → Optional answer.
+**Best for:** Consultative selling. Mirrors how professionals present to leadership.
+
+> Your team doubled this year. That usually means onboarding is eating into selling time. How are you handling ramp for new hires?
+
+## ACCA — Awareness, Comprehension, Conviction, Action
+
+**Structure:** Contrarian hook → Explain benefit simply → Provide proof → Strong CTA.
+**Best for:** Analytical buyers who need evidence (engineers, CFOs, ops leaders).
+
+> Most sales teams measure rep activity. The top 5% measure rep efficiency instead. When Acme switched, they booked 40% more meetings with fewer emails. Worth seeing how?
+
+## 3C's (Alex Berman)
+
+**Structure:** Compliment → Case Study → CTA.
+**Best for:** Agency/services cold outreach. Case study does the heavy lifting.
+
+> Big fan of [Company]. We just built an app for [Competitor] that does XYZ. I have a few more ideas. Interested?
+
+## Mouse Trap (Lavender/Will Allred)
+
+**Structure:** Observation + Binary value-prop question. 1–2 sentences total.
+**Best for:** Maximum brevity. Impulsive reply based on curiosity.
+
+> Looks like you're hiring reps. Would it be helpful to get a more granular look at how they're ramping on email?
+
+## Justin Michael Method
+
+**Structure:** Trigger/Pain → Solution hint → Binary CTA. 1–3 sentences, no intro.
+**Best for:** High-velocity SDR teams. Mobile-optimized. Deliberately polarizing.
+
+Spend max 1 minute on personalization. Use industry/persona-level signals. For top-tier prospects, quote their own words from interviews — they almost always respond.
+
+## Vanilla Ice Cream (Lavender)
+
+**Structure:** Observation → Problem/Insight → Credibility → Solution → Call-to-Conversation.
+**Best for:** Universal "base" framework that works everywhere. Five parts.
+
+## PASTOR (Ray Edwards)
+
+**Structure:** Problem → Amplify → Story → Testimony → Offer → Response.
+**Best for:** Longer-form or multi-email sequences. Consulting, education, complex B2B services. Each element can be developed across separate touches.
@@ -0,0 +1,79 @@
+# Personalization at Scale
+
+Personalization drives **50–250% more replies** (Lavender). The key insight: **if your personalization has nothing to do with the problem you solve, it's just an attention hack** (Clay).
+
+## Four Levels of Personalization
+
+### Level 1 — Basic (merge tags)
+
+First name, company name, job title. Table stakes, no longer differentiating. ~5% lift.
+
+### Level 2 — Industry/segment
+
+Industry-specific pain points, trends, regulatory challenges. Scalable via micro-segmentation.
+
+> Most {{industry}} teams struggle with {{lead gen problem}}, which often leads to wasted effort.
+
+### Level 3 — Role-level
+
+Challenges specific to their role and seniority.
+
+> As Head of Sales, keeping pipeline steady is probably your biggest headache. Your RevOps team is small, so you're likely wearing multiple hats during scaling.
+
+### Level 4 — Individual (gold standard)
+
+Specific, timely observations about that person connected to the problem you solve.
+
+> Noticed you're hiring 3 SDRs — sounds like you're scaling outbound fast. Most teams hit follow-up fatigue during onboarding.
+
+## Research Signal Stack
+
+| Signal            | Where to find it                   | How to use it                                                                |
+| ----------------- | ---------------------------------- | ---------------------------------------------------------------------------- |
+| Recent funding    | Crunchbase, LinkedIn, press        | "Congrats on Series B — scaling teams fast usually creates X challenge"      |
+| Job postings      | LinkedIn Jobs, careers page        | "Noticed you're hiring 3 SDRs — sounds like you're scaling outbound"         |
+| Tech stack        | BuiltWith, Wappalyzer, HG Insights | "I see you're using HubSpot — most teams at your stage hit a ceiling with X" |
+| LinkedIn activity | Posts, comments, job changes       | "Really enjoyed your post about X"                                           |
+| Company news      | Google News, press releases        | "Congrats on acquiring X — integrating teams usually creates Y challenge"    |
+| Podcast/talks     | Google, YouTube, podcasts          | "Caught your talk at SaaStr on X — really insightful"                        |
+| Website changes   | Manual review                      | "Your new pricing page caught my eye — curious how it's converting"          |
+
+## The 3-Minute Personalization System
+
+From "30 Minutes to President's Club":
+
+**Step 1:** Build a research stack of top 10 buying signals — 5 company triggers, 5 person triggers. Stack-rank by relevance.
+
+**Step 2:** Build a 3x3 template: (1) personalization attached to a problem, (2) problem you solve, (3) one-sentence solution + low-friction CTA.
+
+**Step 3:** Create 5 "trigger templates" — pre-written personalization paragraphs for each trigger, with a smooth segue into the problem.
+
+The personalization must logically connect to the problem. This creates 5 reusable triggers with the rest of the email constant. A top SDR writes a personalized email in **under 3 minutes**.
+
+## The Four -Graphic Principles (Becc Holland)
+
+- **Demographic** — Age, profession, background
+- **Technographic** — Tech stack, tools used
+- **Firmographic** — Company size, funding, industry, growth stage
+- **Psychographic** — Values, passions, beliefs (highest-impact dimension)
+
+Tapping into what prospects are passionate about drives significantly higher response rates.
+
+## Observation-Based Openers (highest performing)
+
+**Trigger-event:** "Congrats on the recent funding round — scaling the team from here is exciting, and I imagine [challenge] is top of mind."
+
+**Observation:** "Your recent post about [topic] resonated — especially the part about [detail]. Got me thinking about how that applies to [challenge]."
+
+**Industry insight:** "Most [role titles] I talk to spend [X hours/week] on [problem] — curious if that matches your experience at [Company]."
+
+## What Feels Fake (avoid)
+
+- AI-generated emails with similar phrasing ("I hope this email finds you well")
+- Generic attention hacks disconnected from problem ("Cool that you went to UCLA!" → pitch)
+- Over-personalizing to creepiness
+- "I saw your LinkedIn profile and wanted to reach out" — signals mass automation
+
+## The "So What?" Test
+
+After writing any opening line, read from prospect's perspective: "So what? Why would I care?" If the answer is nothing, rewrite.
@@ -0,0 +1,53 @@
+# Subject Line Optimization
+
+The subject line determines whether the email gets read. The data is counterintuitive: **short, boring, internal-looking subject lines win decisively.**
+
+## Length: 2–4 words
+
+- 2-word subject lines get **60% more opens** than 5-word (Lavender).
+- Going from 2 to 4 words reduces replies by **17.5%**.
+- 2–4 words yield **46% open rates** vs 34% for 10 words (Belkins, 5.5M emails).
+- Mobile truncates at 30–35 characters — brevity is practical necessity.
+
+## Internal Camouflage Principle
+
+Subject lines that look like they came from a colleague, not a vendor, double open rates (Gong). Buyers mentally categorize before opening — if it looks like sales, it's filtered.
+
+**High-performing examples:** "reply rates" · "trial delays" · "hiring ops" · "employee turnover" · "Q2 forecast" · "new patients" · "personalization issue" · "second page"
+
+## Capitalization: lowercase wins
+
+All-lowercase has highest open rates (Gong, 85M+ emails). Lowercase looks more personal/internal. For cold outreach specifically, lowercase beats title case.
+
+## Personalization: context over name
+
+Personalized subject lines boost opens **26–50%**, but type matters:
+
+- **First name in subject line → 12% fewer replies.** Signals automation.
+- **Contextual personalization works:** pain points, competitors, trigger events, industry challenges.
+- Use {{painPoint}}, {{competitor}}, {{commonGround}} — not {{firstName}}.
+
+## Questions: only when highly specific
+
+Data conflicts: Belkins says questions perform well (46% open rate). Lavender says questions lower opens by **56%**. Resolution: **specific pain questions work** ("Need help with {{challenge}}?"), **generic questions fail** ("Quick question?" / "Have 15 minutes?"). Default to statements.
+
+## What to Avoid
+
+| Anti-pattern                                   | Impact                      |
+| ---------------------------------------------- | --------------------------- |
+| Salesy language ("increase," "boost," "ROI")   | -17.9% opens                |
+| Urgency words ("ASAP," "urgent")               | Below 36% opens             |
+| Excessive punctuation ("!!!" or "??")          | -36% opens                  |
+| Numbers and percentages                        | -46% opens                  |
+| Emojis                                         | Hurt B2B professionalism    |
+| Pitching product in subject                    | -57% replies                |
+| Empty/no subject line                          | +30% opens but -12% replies |
+| Spam triggers ("free," "guarantee," "act now") | Deliverability risk         |
+
+## C-Suite Subject Lines
+
+Executives receive 300–400 emails daily, decide in seconds. They respond **23% more often** than non-C-suite when emails pass their filter (6.4% reply rate).
+
+What works: ultra-concise, human, understated. "{{companyInitiative}}" · "thank you" · "an update" · "a question" · reference to a specific project or trigger event.
+
+Anything "salesy" is immediately rejected.
@@ -0,0 +1,163 @@
+---
+name: community-marketing
+description: "Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \"build a community,\" \"community strategy,\" \"Discord community,\" \"Slack community,\" \"community-led growth,\" \"brand advocates,\" \"user community,\" \"forum strategy,\" \"community engagement,\" \"grow our community,\" \"ambassador program,\" \"community flywheel.\""
+metadata:
+  version: 2.0.0
+---
+
+# Community Marketing
+
+You are an expert community builder and community-led growth strategist. Your goal is to help the user design, launch, and grow a community that creates genuine value for members while driving measurable business outcomes.
+
+## Before You Start
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered.
+
+Understand the situation (ask if not provided):
+
+1. **What is the product or brand?** — What problem does it solve, who uses it
+2. **What community platform(s) are in play?** — Discord, Slack, Circle, Reddit, Facebook Groups, forum, etc.
+3. **What stage is the community at?** — Pre-launch, 0–100 members, 100–1k, scaling, or established
+4. **What is the primary community goal?** — Retention, activation, word-of-mouth, support deflection, product feedback, revenue
+5. **Who is the ideal community member?** — Role, motivation, what they hope to get from joining
+
+Work with whatever context is available. If key details are missing, make reasonable assumptions and flag them.
+
+---
+
+## Community Strategy Principles
+
+### Build around a shared identity, not just a product
+
+The strongest communities are built around who members *are* or aspire to be — not around your product. Members join because of the product but stay because of the people and identity.
+
+Examples:
+- Indie hackers (identity: bootstrapped founders)
+- r/homelab (identity: tinkerers who self-host)
+- Figma community (identity: designers who care about craft)
+
+Always define: **What identity does this community reinforce for its members?**
+
+### Value must flow to members first
+
+Every community touchpoint should answer: *What does the member get from this?*
+
+- Exclusive knowledge or early access
+- Peer connections they can't get elsewhere
+- Recognition and status within a group they respect
+- Direct influence on the product roadmap
+- Career opportunities, visibility, or credibility
+
+### The Community Flywheel
+
+Healthy communities compound over time:
+
+```
+Members join → get value → engage → create content/help others
+    ↑                                          ↓
+    ←←←←← new members discover the community ←←
+```
+
+Design for the flywheel from day one. Every decision should ask: *Does this accelerate the loop or slow it down?*
+
+---
+
+## Playbooks by Goal
+
+### Launching a Community from Zero
+
+1. **Recruit 20–50 founding members manually** — DM your most engaged users, beta testers, or fans. Don't open publicly until there is baseline activity.
+2. **Set the culture explicitly** — Write community guidelines that describe the *vibe*, not just the rules. What does great participation look like here?
+3. **Seed conversations before launch** — Pre-populate channels with 5–10 posts that model the behavior you want. Questions, wins, resources.
+4. **Do things that don't scale at first** — Reply to every post. Welcome every new member by name. Host a weekly call. You are buying social proof.
+5. **Define your core loop** — What action do you want members to take weekly? Make it easy and reward it publicly.
+
+### Growing an Existing Community
+
+1. **Audit where members drop off** — Are people joining but not posting? Posting once and disappearing? Identify the leaky stage.
+2. **Create a new member journey** — A pinned welcome post, a #introduce-yourself channel, a DM or email from a community manager, a clear "start here" path.
+3. **Surface member wins publicly** — Showcase user projects, testimonials, milestones. This reinforces identity and signals that participation has rewards.
+4. **Run recurring community rituals** — Weekly threads (e.g., "What are you working on?"), monthly AMAs, seasonal challenges. Rituals create habit.
+5. **Identify and invest in power users** — 1% of members generate 90% of value. Give them recognition, early access, moderator roles, or direct product input.
+
+### Building a Brand Ambassador / Advocate Program
+
+1. **Identify candidates** — Look for people who already recommend you unprompted. Check reviews, social mentions, community posts.
+2. **Make the ask personal** — Don't send a generic form. Reach out 1:1 and explain why you chose them specifically.
+3. **Offer meaningful benefits** — Exclusive access, swag, revenue share, or public recognition — not just "early access to features."
+4. **Give them tools and content** — Referral links, shareable assets, key talking points, a private Slack channel.
+5. **Measure and iterate** — Track referral traffic, signups, and engagement driven by advocates. Double down on what works.
+
+### Community-Led Support (Deflection + Retention)
+
+1. **Create a searchable knowledge base** from top community questions
+2. **Recognize members who help others** — "Community Expert" badges, leaderboards, shoutouts
+3. **Close the loop with product** — When community feedback drives a change, announce it publicly and credit the members who raised it
+4. **Monitor sentiment weekly** — Look for patterns in complaints or confusion before they become churn signals
+
+---
+
+## Platform Selection Guide
+
+| Platform | Best For | Watch Out For |
+|----------|----------|---------------|
+| Discord | Developer, gaming, creator communities; real-time chat | High noise, hard to search, onboarding friction |
+| Slack | B2B / professional communities; familiar to SaaS buyers | Free tier limits history; feels like work |
+| Circle | Creator or course-based communities; clean UX | Less organic discovery; requires driving traffic |
+| Reddit | High-volume public communities; SEO benefit | You don't own it; moderation is hard |
+| Facebook Groups | Consumer brands; older demographics | Declining organic reach; algorithm dependent |
+| Forum (Discourse) | Long-form technical communities; SEO-rich | Slower velocity; higher effort to post |
+
+---
+
+## Community Health Metrics
+
+Track these signals weekly:
+
+- **DAU/MAU ratio** — Stickiness. Above 20% is healthy for most communities.
+- **New member post rate** — % of new members who post within 7 days of joining
+- **Thread reply rate** — % of posts that receive at least one reply
+- **Churn / lurker ratio** — Members who joined but haven't posted in 30+ days
+- **Content created by non-staff** — % of posts not written by the company team
+
+**Warning signs:**
+- Most posts are from the company team, not members
+- Questions go unanswered for >24 hours
+- The same 5 people account for 80%+ of engagement
+- New members stop posting after their intro message
+
+---
+
+## Output Formats
+
+Depending on what the user needs, produce one of:
+
+- **Community Strategy Doc** — Platform choice, identity definition, core loop, 90-day launch plan
+- **Channel Architecture** — Recommended channels/categories with purpose and posting guidelines for each
+- **New Member Journey** — Welcome sequence: pinned post, DM template, first-week prompts
+- **Community Ritual Calendar** — Weekly/monthly recurring events and threads
+- **Ambassador Program Brief** — Criteria, benefits, outreach template, tracking plan
+- **Health Audit Report** — Current metrics, diagnosis, top 3 priorities to fix
+
+Always be specific. Generic advice ("be consistent," "provide value") is not useful. Give the user something they can act on today.
+
+---
+
+## Task-Specific Questions
+
+1. What platform are you building on (or considering)?
+2. What stage is the community at? (Pre-launch, early, growing, established)
+3. What's the primary business goal? (Retention, activation, word-of-mouth, support deflection)
+4. Who is the ideal community member and what motivates them?
+5. Do you have existing users or customers to seed from?
+6. How much time can you dedicate to community management weekly?
+
+---
+
+## Related Skills
+
+- **referrals**: For structured referral and ambassador incentive programs
+- **churn-prevention**: For retention strategies that complement community engagement
+- **social**: For content creation across social platforms
+- **customer-research**: For understanding your community members' needs and language
@@ -0,0 +1,89 @@
+{
+  "skill_name": "community-marketing",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "We're a B2B SaaS that wants to start a community. Should we use Discord or Slack?",
+      "expected_output": "Should check for product-marketing.md first. Should apply the platform selection guide. Should recommend Slack for B2B SaaS communities — familiar to SaaS buyers, professional context — but flag the trade-offs: free tier history limits, can feel like work. Should explain Discord is stronger for developer, gaming, or creator communities with real-time chat needs. Should consider the audience identity: if buyers are professionals during workday, Slack fits the moment; if they're hobbyists or developers, Discord may work. Should ask the user about their ideal community member and primary goal before fully committing. Should also note Circle as an alternative if they want clean UX without platform baggage.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Recommends Slack for B2B context",
+        "Notes Slack free tier limitations",
+        "Compares Discord use case",
+        "Mentions Circle or other alternatives",
+        "Asks about audience identity or goal"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We just launched our community 3 weeks ago. We have 40 members but only 2-3 people post regularly. Everyone else just lurks. What do we do?",
+      "expected_output": "Should diagnose this as the 'launching from zero' stage and apply that playbook. Should audit where members drop off and identify the 'leaky stage' — in this case, new member activation. Should recommend specific tactics: do things that don't scale (DM every new member personally, welcome them by name, host a weekly call), create a new member journey (pinned welcome post, #introduce-yourself channel, 'start here' path), seed conversations (post 5-10 messages modeling the behavior you want), define the core loop (what action should members take weekly), surface member wins publicly. Should warn that 1% of members typically generate 90% of value at this stage — identifying and investing in those few power users matters more than chasing the lurkers. Should reference the warning signs: most posts from company team is a red flag.",
+      "assertions": [
+        "Diagnoses as launch-stage / new member activation problem",
+        "Applies 'launching from zero' playbook",
+        "Recommends DMs to new members",
+        "Recommends new member journey design",
+        "Recommends seeding conversations",
+        "Mentions the 1% / 90% power user dynamic",
+        "Mentions warning sign of company-dominated posts"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "Help me write community guidelines for our Discord. We're building a community for indie game developers.",
+      "expected_output": "Should apply 'build around a shared identity' principle — the community is for indie game devs, the identity is being a scrappy maker shipping games. Should write guidelines that describe the *vibe*, not just the rules. Should answer: what does great participation look like here? Should include both rules (no spam, no harassment, no piracy) AND aspirational guidance (share works-in-progress freely, give constructive feedback, lift other devs up). Should reinforce the identity throughout. Should keep the tone matching the audience — indie game devs respond to plainspoken, no-corporate-speak. May suggest channels structure that reinforces the identity (e.g., #devlog, #playtest-requests, #publishing-tips).",
+      "assertions": [
+        "Reinforces shared identity (indie game devs)",
+        "Describes vibe, not just rules",
+        "Includes both rules and aspirational guidance",
+        "Tone matches audience (indie maker)",
+        "May suggest channel structure"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Design an ambassador program for our community. We have about 5,000 members and a few that always help others. Want to give them more recognition.",
+      "expected_output": "Should apply the 'Building a Brand Ambassador / Advocate Program' playbook. Should recommend: identify candidates by looking at who already recommends and helps unprompted (check posts, replies, reviews, social mentions), make the ask personal 1:1 and explain why you chose them specifically, offer meaningful benefits beyond 'early access' (exclusive access, swag, revenue share, public recognition, direct product input), give them tools (referral links, shareable assets, talking points, private Slack channel), measure and iterate (track referral traffic, signups, engagement driven by advocates). Should cross-reference referrals skill for structured incentive programs. Should warn against generic forms and impersonal asks.",
+      "assertions": [
+        "Identifies candidates from existing helpful behavior",
+        "Recommends personal 1:1 ask",
+        "Suggests meaningful benefits beyond early access",
+        "Mentions tools/assets to enable advocates",
+        "Includes measurement plan",
+        "May cross-reference referrals skill"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Our community feels dead. Members joined 6 months ago but most haven't posted in months. How do I tell if it's salvageable?",
+      "expected_output": "Should run the Health Audit Report output format. Should reference the community health metrics: DAU/MAU ratio (above 20% is healthy), new member post rate (% who post within 7 days), thread reply rate, churn / lurker ratio, % of content created by non-staff. Should list the warning signs: most posts from company team, questions go unanswered >24 hours, same 5 people account for 80%+ of engagement, new members stop posting after intro. Should recommend audit steps to diagnose: pull the metrics, look at posting patterns, talk to disengaged members. Should give honest assessment criteria — sometimes the answer is to relaunch with a new identity, sometimes a few rituals can revive it. Should propose the top 3 priorities to fix based on common patterns.",
+      "assertions": [
+        "Uses Health Audit Report format",
+        "References specific health metrics with benchmarks",
+        "Lists warning signs",
+        "Recommends concrete audit steps",
+        "Considers that some communities can't be saved",
+        "Proposes top 3 priorities"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "We use our community mainly for support. How do we reduce ticket volume without making customers feel ignored?",
+      "expected_output": "Should apply the 'Community-Led Support (Deflection + Retention)' playbook. Should recommend: create a searchable knowledge base from top community questions, recognize members who help others (Community Expert badges, leaderboards, shoutouts — this incentivizes peer support), close the loop with product (when community feedback drives a change, announce it publicly and credit members), monitor sentiment weekly to catch churn signals early. Should note that community-led support works best when peer answers are recognized as valuable, not as a way to dodge company responsibility. Should warn against the warning sign of questions going unanswered >24 hours.",
+      "assertions": [
+        "Applies community-led support playbook",
+        "Recommends searchable knowledge base from community Q&A",
+        "Recommends recognizing peer helpers",
+        "Mentions closing the loop with product",
+        "Warns about unanswered questions threshold",
+        "Notes peer support must feel valued, not used"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,411 @@
+---
+name: competitor-profiling
+description: "When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement."
+metadata:
+  version: 2.0.0
+---
+
+# Competitor Profiling
+
+You are an expert competitive intelligence analyst. Your goal is to take a list of competitor URLs and produce comprehensive, structured competitor profile documents by combining live site scraping with SEO and market data.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered.
+
+Before profiling, confirm:
+
+1. **Competitor URLs** — the list of competitor website URLs to profile
+2. **Your product** — what you do (if not in product marketing context)
+3. **Depth level** — quick scan (key facts only) or deep profile (full research)
+4. **Focus areas** — any specific dimensions to prioritize (e.g., pricing, positioning, SEO strength, content strategy)
+
+If the user provides URLs and context is available, proceed without asking.
+
+---
+
+## Core Principles
+
+### 1. Facts Over Opinions
+Every claim in a profile should be traceable to a source — scraped page content, review data, or SEO metrics. Label inferences clearly.
+
+### 2. Structured and Comparable
+All profiles follow the same template so they can be compared side by side. Consistency matters more than completeness on any single profile.
+
+### 3. Current Data
+Profiles are snapshots. Always include the date generated. Flag anything that looks stale (e.g., "pricing page last updated 2023").
+
+### 4. Honest Assessment
+Don't exaggerate competitor weaknesses or downplay their strengths. Accurate profiles are useful profiles.
+
+---
+
+## Saving Raw Data
+
+Before synthesizing the profile, persist all raw scrape, SEO, and review data to disk so it can be re-read, audited, or re-used later without re-running expensive API calls.
+
+**Directory layout** (relative to project root):
+
+```
+competitor-profiles/
+├── raw/
+│   └── <competitor-slug>/
+│       └── <YYYY-MM-DD>/
+│           ├── scrapes/    # one .md file per scraped page (homepage.md, pricing.md, ...)
+│           ├── seo/        # one .json file per DataForSEO call (backlinks-summary.json, ranked-keywords.json, ...)
+│           └── reviews/    # one .md or .json file per review source (g2.md, capterra.md, ...)
+├── <competitor-slug>.md    # final synthesized profile
+└── _summary.md             # cross-competitor summary
+```
+
+Rules:
+
+- `<competitor-slug>` is lowercase, hyphenated (e.g. `responsehub`, `safe-base`)
+- `<YYYY-MM-DD>` is the date the data was pulled — supports re-running and diffing snapshots over time
+- Save each Firecrawl scrape as raw markdown to `scrapes/<page-name>.md`
+- Save each DataForSEO response as raw JSON to `seo/<endpoint-name>.json`
+- Save each review source to `reviews/<source>.md` (cleaned text) or `.json` (raw)
+- Always create the date folder fresh on a new run; never overwrite a prior date's data
+
+The synthesized profile (`<competitor-slug>.md`) should reference the raw data folder it was built from in its `## Raw Data Sources` section.
+
+---
+
+## Research Process
+
+### Phase 1: Site Scraping (Firecrawl)
+
+For each competitor URL, scrape key pages to extract positioning, features, pricing, and messaging.
+
+#### Step 1: Map the site
+
+Use **Firecrawl Map** to discover the competitor's site structure and identify key pages:
+
+```
+firecrawl_map → competitor URL
+```
+
+From the map, identify and prioritize these page types:
+- Homepage
+- Pricing page
+- Features / product pages
+- About / company page
+- Blog (top-level, for content strategy signals)
+- Customers / case studies page
+- Integrations page
+- Changelog / what's new (if exists)
+
+#### Step 2: Scrape key pages
+
+Use **Firecrawl Scrape** on each identified page:
+
+```
+firecrawl_scrape → each key page URL
+```
+
+Save each result to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/scrapes/<page-name>.md` before extracting fields.
+
+Extract from each page:
+
+| Page | What to Extract |
+|------|----------------|
+| **Homepage** | Headline, subheadline, value proposition, primary CTA, social proof claims, target audience signals |
+| **Pricing** | Tiers, prices, feature breakdown per tier, billing options, free tier/trial details, enterprise pricing signals |
+| **Features** | Feature categories, key capabilities, how they describe each feature, screenshots/demo signals |
+| **About** | Founding story, team size, funding, mission statement, headquarters |
+| **Customers** | Named customers, logos, industries served, case study themes |
+| **Integrations** | Integration count, key integrations, categories |
+| **Changelog** | Release velocity, recent focus areas, product direction signals |
+
+#### Step 3: Scrape competitor reviews (optional but high-value)
+
+Use **Firecrawl Scrape** or **Firecrawl Search** to find:
+- G2 reviews page for the competitor
+- Capterra reviews page
+- Product Hunt launch page
+- TrustRadius profile
+
+Save each scraped review page to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/reviews/<source>.md`. Then extract: overall rating, review count, common praise themes, common complaint themes, and 3-5 representative quotes.
+
+---
+
+### Phase 2: SEO & Market Data (DataForSEO)
+
+Use DataForSEO MCP tools to gather quantitative competitive intelligence. Save each raw response as JSON to `competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/seo/<endpoint-name>.json` before parsing it into the profile. For the full list of MCP tools used in this skill (Firecrawl + DataForSEO) and example calls, see [references/tool-reference.md](references/tool-reference.md).
+
+#### Domain Authority & Backlinks
+
+Use **backlinks_summary** to get:
+- Domain rank / authority score
+- Total backlinks
+- Referring domains count
+- Spam score
+
+Use **backlinks_referring_domains** for:
+- Top referring domains (quality signals)
+- Link acquisition patterns
+
+#### Keyword & Traffic Intelligence
+
+Use **dataforseo_labs_google_ranked_keywords** to get:
+- Total organic keywords ranking
+- Keywords in top 3, top 10, top 100
+- Estimated organic traffic
+
+Use **dataforseo_labs_google_domain_rank_overview** for:
+- Domain-level organic metrics
+- Estimated traffic value
+- Top keywords by traffic
+
+Use **dataforseo_labs_google_keywords_for_site** to discover:
+- What keywords they target
+- Content gaps vs. your site
+
+#### Competitive Positioning Data
+
+Use **dataforseo_labs_google_competitors_domain** to find:
+- Their closest organic competitors (may reveal competitors you haven't considered)
+- Market overlap data
+
+Use **dataforseo_labs_google_relevant_pages** to find:
+- Their highest-traffic pages
+- Content that drives the most organic value
+
+---
+
+### Phase 3: Synthesis
+
+Combine scraped content with SEO data to build the profile. Cross-reference claims (e.g., if they claim "10,000 customers" on site, check if their traffic/backlink profile supports that scale).
+
+---
+
+## Output Format
+
+### Profile Document Structure
+
+Generate one markdown file per competitor, saved to a `competitor-profiles/` directory in the project root.
+
+**Filename**: `competitor-profiles/[competitor-name].md`
+
+**For the full profile and summary templates**: See [references/templates.md](references/templates.md)
+
+Each profile follows this structure:
+
+```markdown
+# [Competitor Name] — Competitor Profile
+
+**URL**: [website]
+**Generated**: [date]
+**Depth**: [quick scan / deep profile]
+
+---
+
+## At a Glance
+
+| Metric | Value |
+|--------|-------|
+| Tagline | [from homepage] |
+| Founded | [year] |
+| Headquarters | [location] |
+| Team size | [estimate] |
+| Funding | [if known] |
+| Domain rank | [from DataForSEO] |
+| Est. organic traffic | [monthly] |
+| Referring domains | [count] |
+| Organic keywords | [count] |
+
+---
+
+## Positioning & Messaging
+
+**Primary value proposition**: [headline + subheadline from homepage]
+
+**Target audience**: [who they're speaking to, based on copy analysis]
+
+**Positioning angle**: [how they position — e.g., "simplicity-first," "enterprise-grade," "all-in-one"]
+
+**Key messaging themes**:
+- [theme 1 — with source page]
+- [theme 2]
+- [theme 3]
+
+---
+
+## Product & Features
+
+### Core capabilities
+- [capability 1] — [brief description from their site]
+- [capability 2]
+- ...
+
+### Notable differentiators
+- [what they emphasize as unique]
+
+### Integrations
+- [count] integrations
+- Key: [list top 5-10]
+
+### Product direction signals
+- [based on changelog / recent feature releases]
+
+---
+
+## Pricing
+
+| Tier | Price | Key Inclusions |
+|------|-------|---------------|
+| [Free/Starter] | [price] | [what's included] |
+| [Pro/Growth] | [price] | [what's included] |
+| [Enterprise] | [price] | [what's included] |
+
+**Billing**: [monthly/annual, discount for annual]
+**Free trial**: [yes/no, duration]
+**Notable**: [any pricing quirks — per-seat, usage-based, hidden costs]
+
+---
+
+## Customers & Social Proof
+
+**Named customers**: [list notable logos]
+**Industries**: [primary industries served]
+**Case study themes**: [what outcomes they highlight]
+**Review ratings**:
+- G2: [rating] ([count] reviews)
+- Capterra: [rating] ([count] reviews)
+
+---
+
+## SEO & Content Strategy
+
+**Organic strength**:
+- Estimated monthly organic traffic: [number]
+- Organic keywords (top 10): [count]
+- Organic traffic value: $[estimated]
+
+**Top organic pages** (by estimated traffic):
+1. [page URL] — [keyword] — [est. traffic]
+2. [page URL] — [keyword] — [est. traffic]
+3. [page URL] — [keyword] — [est. traffic]
+
+**Content strategy signals**:
+- Blog post frequency: [estimate]
+- Primary content types: [guides, comparisons, templates, etc.]
+- Content focus areas: [topics they invest in]
+
+**Backlink profile**:
+- Referring domains: [count]
+- Top referring sites: [list 5]
+- Link acquisition pattern: [growing/stable/declining]
+
+---
+
+## Strengths & Weaknesses
+
+### Strengths
+- [strength 1 — with evidence source]
+- [strength 2]
+- [strength 3]
+
+### Weaknesses
+- [weakness 1 — with evidence source]
+- [weakness 2]
+- [weakness 3]
+
+---
+
+## Competitive Implications for [Your Product]
+
+**Where they're strong vs. us**: [areas where this competitor has an advantage]
+
+**Where we're strong vs. them**: [areas where you have an advantage]
+
+**Opportunities**: [gaps in their offering or positioning we can exploit]
+
+**Threats**: [areas where they're improving or gaining ground]
+
+---
+
+## Raw Data Sources
+
+- Homepage scraped: [date]
+- Pricing page scraped: [date]
+- SEO data pulled: [date]
+- Review data pulled: [date, sources]
+```
+
+---
+
+### Summary Document
+
+After profiling all competitors, generate a `competitor-profiles/_summary.md` that includes:
+
+1. **Competitor landscape overview** — one paragraph summarizing the competitive field
+2. **Comparison table** — key metrics side by side for all profiled competitors
+3. **Positioning map** — where each competitor sits (e.g., simple↔complex, cheap↔premium)
+4. **Key takeaways** — 3-5 strategic observations from the research
+5. **Gaps and opportunities** — where the market is underserved
+
+---
+
+## Quick Scan vs. Deep Profile
+
+### Quick Scan (faster, lower cost)
+- Scrape: homepage + pricing page only
+- SEO: domain rank overview + ranked keywords summary
+- Skip: reviews, technology stack, backlink details
+- Output: abbreviated profile (At a Glance + Positioning + Pricing + SEO summary)
+
+### Deep Profile (comprehensive)
+- Scrape: all key pages + review sites
+- SEO: full backlink analysis + keyword intelligence + competitor discovery
+- Include: technology stack, content strategy analysis, review mining
+- Output: full profile template
+
+Default to **quick scan** unless the user requests deep profiling or specifies a small number of competitors (3 or fewer).
+
+---
+
+## Handling Multiple Competitors
+
+When profiling more than one competitor:
+
+1. **Parallelize scraping** — scrape all competitors' homepages simultaneously, then pricing pages, etc.
+2. **Use consistent metrics** — pull the same DataForSEO metrics for every competitor so profiles are comparable
+3. **Build the summary last** — after all individual profiles are complete
+4. **Prioritize by relevance** — if the user has 10+ competitors, suggest profiling the top 5 first based on domain overlap or market similarity
+
+---
+
+## Updating Profiles
+
+Profiles are snapshots. When updating:
+
+- Check pricing pages first (most volatile)
+- Re-pull SEO metrics (traffic and rankings shift monthly)
+- Scan changelog for product changes
+- Update the "Generated" date
+- Note what changed since last profile in a `## Change Log` section at the bottom
+
+---
+
+## Task-Specific Questions
+
+Only ask if not answered by context or input:
+
+1. What competitor URLs should I profile?
+2. Quick scan or deep profile?
+3. Any specific dimensions to focus on (pricing, SEO, positioning)?
+4. Should I compare findings against your product?
+
+---
+
+## Related Skills
+
+- **competitors**: For creating comparison/alternative pages from these profiles
+- **customer-research**: For mining reviews and community sentiment in depth
+- **content-strategy**: For using competitor content gaps to plan your own content
+- **seo-audit**: For auditing your own site relative to competitors
+- **sales-enablement**: For turning profiles into battle cards and sales collateral
+- **ads**: For analyzing competitor ad strategies
+- **pricing**: For deeper pricing analysis informed by competitor profiles
@@ -0,0 +1,85 @@
+{
+  "skill_name": "competitor-profiling",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Profile these three competitors for us: https://competitor1.com, https://competitor2.com, https://competitor3.com. We need this for sales enablement and to find positioning gaps.",
+      "expected_output": "Should check for product-marketing.md first. Should run the full research process: Phase 1 site scraping (Firecrawl map + scrape of homepage, pricing, features, about, customers, integrations, changelog), Phase 2 SEO and market data (DataForSEO for backlinks, ranked keywords, traffic, competitors), Phase 3 synthesis. Should save raw data to competitor-profiles/raw/<slug>/<YYYY-MM-DD>/ with scrapes/, seo/, reviews/ subfolders before synthesizing. Should produce one markdown file per competitor following the profile template (At a Glance, Positioning & Messaging, Product & Features, Pricing, Customers & Social Proof, SEO & Content Strategy, Strengths & Weaknesses, Competitive Implications). Should produce a _summary.md after individual profiles with comparison table, positioning map, key takeaways, gaps and opportunities. Should parallelize scraping when handling multiple competitors and use consistent metrics across all three for comparability.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Runs all three phases (scraping, SEO data, synthesis)",
+        "Saves raw data to competitor-profiles/raw/ with date subfolder",
+        "Produces individual profile per competitor",
+        "Produces _summary.md after individual profiles",
+        "Uses consistent metrics across competitors",
+        "Parallelizes scraping when possible"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We have 12 competitors. Profile all of them.",
+      "expected_output": "Should recommend prioritizing rather than profiling all 12. Should suggest profiling the top 5 first based on domain overlap or market similarity (handling-multiple-competitors guidance). Should default to quick scan mode for a list this size, not deep profile. Should explain the difference: quick scan covers homepage + pricing + domain rank overview + ranked keywords summary, deep profile adds reviews, technology stack, backlink details. Should offer deep profile only if user requests or for 3 or fewer competitors. Should ask which competitors are highest priority if user wants to narrow further.",
+      "assertions": [
+        "Recommends prioritization over profiling all 12",
+        "Suggests top 5 based on relevance",
+        "Defaults to quick scan for large list",
+        "Explains quick scan vs deep profile difference",
+        "Asks user to prioritize"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "I have an existing profile of Notion from 4 months ago. Should I update it or start fresh?",
+      "expected_output": "Should explain profile updating process from the Updating Profiles section. Should recommend updating rather than starting fresh — preserves history and enables diffing. Should explain what to re-pull: pricing page first (most volatile), SEO metrics (traffic and rankings shift monthly), changelog scan for product changes. Should update the Generated date. Should add a Change Log section at the bottom noting what changed since last profile. Should also save the new raw data to a new <YYYY-MM-DD> folder rather than overwriting prior data — supports diffing over time.",
+      "assertions": [
+        "Recommends updating over starting fresh",
+        "Lists what to re-pull (pricing, SEO, changelog)",
+        "Mentions adding Change Log section",
+        "Says to save raw data to new date folder",
+        "Says never overwrite prior date's data"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "What pages should I scrape for a competitor profile?",
+      "expected_output": "Should list the prioritized page types from Phase 1: homepage, pricing page, features/product pages, about/company page, blog (top-level for content strategy signals), customers/case studies page, integrations page, changelog/what's new (if exists). Should explain what to extract from each: homepage (headline, value prop, primary CTA, social proof, target audience signals), pricing (tiers, prices, feature breakdown, billing options, free tier/trial details), features (categories, key capabilities, how they describe each feature), about (founding story, team size, funding, mission, HQ), customers (named customers, logos, industries, case study themes), integrations (count, key integrations, categories), changelog (release velocity, recent focus areas, product direction signals). Should mention optional review scraping (G2, Capterra, Product Hunt, TrustRadius).",
+      "assertions": [
+        "Lists all key page types in priority order",
+        "Specifies what to extract from each page type",
+        "Includes changelog as product direction signal",
+        "Mentions optional review scraping",
+        "References Firecrawl Map then Scrape workflow"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "I want a profile but I don't care about SEO data — just pricing, positioning, and customer logos. Can you skip the DataForSEO calls?",
+      "expected_output": "Should accept the scoped request and skip Phase 2. Should run Phase 1 (Firecrawl scraping of homepage, pricing, customers pages) and Phase 3 synthesis only. Should explain that without SEO data, the profile won't include Domain Rank, organic traffic estimates, ranked keywords, referring domains, or top organic pages — but the positioning, pricing, and customer sections will be complete. Should produce an abbreviated profile flagging the SEO section as 'not collected per user request' rather than leaving placeholders. Should still save raw scrapes to disk for reuse.",
+      "assertions": [
+        "Skips Phase 2 (DataForSEO) as requested",
+        "Runs Phase 1 and Phase 3",
+        "Explains what's missing without SEO data",
+        "Flags SEO section as skipped, not blank",
+        "Still saves raw data"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Should I trust the customer logo wall on the competitor's homepage as evidence of who their customers are?",
+      "expected_output": "Should apply the 'Facts Over Opinions' and 'Honest Assessment' principles. Should explain that customer logos are a positioning claim, not necessarily an accurate customer breakdown — companies often show their best-known logos regardless of share of revenue. Should recommend cross-referencing: check case studies for actual usage details, search for press releases naming customers, look at customer reviews on G2/Capterra/TrustRadius for company name signals, check their LinkedIn for posts about customers. Should note: if they claim '10,000 customers' but have weak traffic/backlink profile, the claim should be flagged in the profile. Should distinguish between named customers (verifiable claims) and 'industries served' (positioning statement). Always include the date the data was pulled.",
+      "assertions": [
+        "Treats logos as positioning claim, not customer breakdown",
+        "Recommends cross-referencing case studies and reviews",
+        "Mentions checking traffic/backlink profile against claim scale",
+        "Distinguishes verifiable named customers from claims",
+        "Notes including date pulled"
+      ],
+      "files": []
+    }
+  ]
+}
@@ -0,0 +1,167 @@
+# Profile Templates
+
+Ready-to-use templates for competitor profile sections and the summary document.
+
+## Contents
+- Quick Scan Template
+- Summary Comparison Table
+- Positioning Map
+- Competitive SWOT
+- Profile Update Changelog
+
+---
+
+## Quick Scan Template
+
+Abbreviated profile for when speed matters more than depth.
+
+```markdown
+# [Competitor Name] — Quick Profile
+
+**URL**: [website]
+**Generated**: [date]
+
+## At a Glance
+
+| Metric | Value |
+|--------|-------|
+| Tagline | [from homepage] |
+| Target audience | [inferred from copy] |
+| Pricing starts at | [lowest paid tier] |
+| Free tier/trial | [yes/no + details] |
+| Domain rank | [from DataForSEO] |
+| Est. organic traffic | [monthly] |
+| Organic keywords (top 10) | [count] |
+| Referring domains | [count] |
+
+## Positioning
+
+**Headline**: "[exact homepage headline]"
+**Subheadline**: "[exact subheadline]"
+**Positioning angle**: [1-2 sentence summary of how they position]
+
+## Pricing Summary
+
+| Tier | Price | Notable Inclusions |
+|------|-------|-------------------|
+| [tier] | [price] | [key items] |
+| [tier] | [price] | [key items] |
+
+## Key Takeaway
+
+[2-3 sentences: what makes this competitor notable, where they're strong, where they're weak]
+```
+
+---
+
+## Summary Comparison Table
+
+Use after profiling all competitors to create a side-by-side view.
+
+```markdown
+# Competitive Landscape Summary
+
+**Generated**: [date]
+**Your product**: [name]
+**Competitors profiled**: [count]
+
+## Side-by-Side Comparison
+
+| Dimension | [Your Product] | [Competitor 1] | [Competitor 2] | [Competitor 3] |
+|-----------|---------------|----------------|----------------|----------------|
+| **Tagline** | [yours] | [theirs] | [theirs] | [theirs] |
+| **Target audience** | [yours] | [theirs] | [theirs] | [theirs] |
+| **Positioning** | [angle] | [angle] | [angle] | [angle] |
+| **Starting price** | $[X]/mo | $[X]/mo | $[X]/mo | $[X]/mo |
+| **Free tier** | [yes/no] | [yes/no] | [yes/no] | [yes/no] |
+| **Domain rank** | [score] | [score] | [score] | [score] |
+| **Est. organic traffic** | [number] | [number] | [number] | [number] |
+| **Referring domains** | [count] | [count] | [count] | [count] |
+| **G2 rating** | [score] | [score] | [score] | [score] |
+| **Key strength** | [one-liner] | [one-liner] | [one-liner] | [one-liner] |
+| **Key weakness** | [one-liner] | [one-liner] | [one-liner] | [one-liner] |
+```
+
+---
+
+## Positioning Map
+
+Visual representation of where competitors sit along two key dimensions. Choose the two axes most relevant to your market.
+
+### Common Axis Pairs
+
+| Market Type | X-Axis | Y-Axis |
+|-------------|--------|--------|
+| SaaS tools | Simple → Complex | Cheap → Expensive |
+| Developer tools | Low-code → Code-first | Individual → Team |
+| B2B platforms | SMB-focused → Enterprise-focused | Point solution → Platform |
+| Content tools | Template-driven → Custom | Self-serve → Managed |
+
+### Format
+
+```markdown
+## Positioning Map
+
+**Axes**: [X-axis label] vs. [Y-axis label]
+
+                    [Y-axis high label]
+                           │
+                           │
+          [Competitor A]   │    [Competitor B]
+                           │
+    ───────────────────────┼───────────────────────
+    [X-axis low]           │           [X-axis high]
+                           │
+          [Your Product]   │    [Competitor C]
+                           │
+                    [Y-axis low label]
+
+### Interpretation
+- [1-2 sentences about what the map reveals]
+- [where the whitespace / opportunity is]
+```
+
+---
+
+## Competitive SWOT
+
+Per-competitor SWOT relative to your product.
+
+```markdown
+## SWOT: [Competitor] vs. [Your Product]
+
+### Strengths (theirs vs. ours)
+- [Where they genuinely outperform us — be honest]
+
+### Weaknesses (theirs vs. ours)
+- [Where they fall short compared to us — with evidence]
+
+### Opportunities (for us)
+- [Gaps in their offering we can exploit]
+- [Segments they're ignoring]
+- [Messaging angles they're missing]
+
+### Threats (from them)
+- [Areas where they're improving fast]
+- [Features they're building that overlap with us]
+- [Market moves that could shift perception]
+```
+
+---
+
+## Profile Update Changelog
+
+Append to the bottom of any profile when updating it.
+
+```markdown
+---
+
+## Change Log
+
+| Date | What Changed | Source |
+|------|-------------|--------|
+| [date] | Pricing increased from $X to $Y | Pricing page re-scrape |
+| [date] | Launched [feature] | Changelog scrape |
+| [date] | Domain rank changed from X to Y | DataForSEO re-pull |
+| [date] | Added [integration] | Integrations page re-scrape |
+```
@@ -0,0 +1,179 @@
+# MCP Tool Reference for Competitor Profiling
+
+Quick reference for the Firecrawl and DataForSEO MCP tools used in competitor profiling.
+
+## Contents
+- Firecrawl Tools (site scraping)
+- DataForSEO Tools (SEO & market data)
+- Recommended Execution Order
+- Error Handling
+
+---
+
+## Firecrawl Tools
+
+### firecrawl_map
+**Purpose**: Discover all URLs on a competitor's site to identify key pages.
+**When to use**: First step for every competitor — before scraping individual pages.
+**Key output**: List of URLs with their page types/paths.
+**Tip**: Look for paths containing `/pricing`, `/features`, `/about`, `/customers`, `/integrations`, `/blog`, `/changelog`.
+
+### firecrawl_scrape
+**Purpose**: Extract content from a single page as clean markdown.
+**When to use**: After mapping, scrape each key page individually.
+**Key output**: Page content in markdown format — headlines, body text, structured data.
+**Tip**: Scrape homepage first — it reveals positioning, audience, and social proof in one shot.
+
+### firecrawl_search
+**Purpose**: Search the web for specific content about a competitor.
+**When to use**: Finding review pages, press coverage, or competitor mentions not on their own site.
+**Example queries**:
+- `"[Competitor Name]" site:g2.com`
+- `"[Competitor Name]" review`
+- `"[Competitor Name]" funding OR raised`
+
+### firecrawl_crawl
+**Purpose**: Crawl multiple pages from a site in one operation.
+**When to use**: Deep profiles where you want to analyze many pages (e.g., all feature pages, all blog posts). More expensive — use selectively.
+**Tip**: Set page limits to avoid crawling entire sites. Target specific URL patterns.
+
+### firecrawl_extract
+**Purpose**: Extract structured data from a page using a schema.
+**When to use**: When you need specific data points in a consistent format (e.g., pricing tier details, feature lists).
+**Tip**: Define a clear schema for what you want extracted — more reliable than parsing raw markdown.
+
+---
+
+## DataForSEO MCP Tools
+
+### Domain-Level Intelligence
+
+#### backlinks_summary
+**Purpose**: Get domain authority, total backlinks, referring domains, spam score.
+**Input**: Target domain (e.g., `competitor.com`)
+**Key metrics**: `domain_rank`, `total_backlinks`, `referring_domains`, `backlinks_spam_score`
+
+#### backlinks_referring_domains
+**Purpose**: List top referring domains — shows where their link equity comes from.
+**Input**: Target domain + limit
+**Key metrics**: Per-domain: `rank`, `backlinks`, `domain` name
+
+#### dataforseo_labs_google_domain_rank_overview
+**Purpose**: Organic search overview — traffic, keywords, traffic value.
+**Input**: Target domain
+**Key metrics**: `organic_count` (keywords), `organic_traffic` (estimated monthly), `organic_cost` (traffic value in $)
+
+#### dataforseo_labs_google_ranked_keywords
+**Purpose**: What keywords a domain ranks for, with positions.
+**Input**: Target domain
+**Key metrics**: Per-keyword: `keyword`, `position`, `search_volume`, `url` (ranking page)
+**Tip**: Sort by traffic to find their highest-value keywords.
+
+#### dataforseo_labs_google_keywords_for_site
+**Purpose**: Keywords relevant to a domain — broader than ranked keywords, includes opportunities.
+**Input**: Target domain
+**Key metrics**: `keyword`, `search_volume`, `competition`, `cpc`
+
+### Competitive Analysis
+
+#### dataforseo_labs_google_competitors_domain
+**Purpose**: Find a domain's closest organic competitors by keyword overlap.
+**Input**: Target domain
+**Key metrics**: `domain`, `avg_position`, `intersections` (shared keywords), `full_domain_rank`
+**Tip**: May reveal competitors the user hasn't considered.
+
+#### dataforseo_labs_google_domain_intersection
+**Purpose**: Find keywords where two domains both rank — shows direct competition.
+**Input**: Two target domains
+**Key metrics**: `keyword`, position for each domain, `search_volume`
+**Tip**: Use this to compare the user's domain vs. each competitor.
+
+#### dataforseo_labs_google_relevant_pages
+**Purpose**: Find a domain's most important pages by organic traffic.
+**Input**: Target domain
+**Key metrics**: `page`, `metrics` (traffic, keywords per page)
+**Tip**: Reveals their content strategy — which pages drive the most value.
+
+### Technology Detection
+
+#### domain_analytics_technologies_domain_technologies
+**Purpose**: Detect the technology stack a domain uses.
+**Input**: Target domain
+**Key metrics**: Technologies grouped by category (CMS, analytics, marketing, payments, etc.)
+
+### Backlink Deep Dive
+
+#### backlinks_backlinks
+**Purpose**: List individual backlinks to a domain.
+**Input**: Target domain + limit
+**Key metrics**: `url_from`, `url_to`, `anchor`, `domain_from_rank`, `is_new`
+
+#### backlinks_bulk_ranks
+**Purpose**: Compare domain ranks across multiple domains at once.
+**Input**: Array of target domains
+**Key metrics**: `domain_rank` per domain
+**Tip**: Use this for the summary comparison table.
+
+---
+
+## Recommended Execution Order
+
+### Quick Scan (per competitor)
+
+```
+1. firecrawl_map → get site URLs
+2. In parallel:
+   a. firecrawl_scrape → homepage
+   b. firecrawl_scrape → pricing page
+   c. dataforseo_labs_google_domain_rank_overview → organic metrics
+   d. backlinks_summary → domain authority
+3. Synthesize into abbreviated profile
+```
+
+### Deep Profile (per competitor)
+
+```
+1. firecrawl_map → get site URLs
+2. In parallel (batch 1 — scraping):
+   a. firecrawl_scrape → homepage
+   b. firecrawl_scrape → pricing page
+   c. firecrawl_scrape → features page(s)
+   d. firecrawl_scrape → about page
+   e. firecrawl_scrape → customers/case studies page
+   f. firecrawl_scrape → integrations page
+3. In parallel (batch 2 — SEO data):
+   a. dataforseo_labs_google_domain_rank_overview
+   b. dataforseo_labs_google_ranked_keywords
+   c. backlinks_summary
+   d. backlinks_referring_domains
+   e. dataforseo_labs_google_relevant_pages
+   f. dataforseo_labs_google_competitors_domain
+4. In parallel (batch 3 — optional extras):
+   a. domain_analytics_technologies_domain_technologies
+   b. firecrawl_search → G2/Capterra reviews
+   c. dataforseo_labs_google_domain_intersection (vs. user's domain)
+5. Synthesize into full profile
+```
+
+### Multi-Competitor (3+ competitors)
+
+```
+1. Map all competitor sites in parallel
+2. Scrape all homepages in parallel, then pricing pages in parallel
+3. Pull domain_rank_overview for all in parallel
+4. Pull backlinks_bulk_ranks for all at once
+5. Build profiles in sequence (synthesis requires focus)
+6. Build summary comparison last
+```
+
+---
+
+## Error Handling
+
+| Issue | Action |
+|-------|--------|
+| Firecrawl scrape returns empty/blocked | Try with `firecrawl_browser_create` for JS-heavy sites |
+| Pricing page not found in map | Search for `/pricing`, `/plans`, `/packages` — some sites use different paths |
+| DataForSEO returns no data for domain | Domain may be too new or too small — note "insufficient data" in profile |
+| Rate limits hit | Space out requests; prioritize highest-value data first |
+| Review page scraping blocked | Use `firecrawl_search` to find cached or alternative review sources |
@@ -0,0 +1,256 @@
+---
+name: competitors
+description: "When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement."
+metadata:
+  version: 2.0.0
+---
+
+# Competitor & Alternative Pages
+
+You are an expert in creating competitor comparison and alternative pages. Your goal is to build pages that rank for competitive search terms, provide genuine value to evaluators, and position your product effectively.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before creating competitor pages, understand:
+
+1. **Your Product**
+   - Core value proposition
+   - Key differentiators
+   - Ideal customer profile
+   - Pricing model
+   - Strengths and honest weaknesses
+
+2. **Competitive Landscape**
+   - Direct competitors
+   - Indirect/adjacent competitors
+   - Market positioning of each
+   - Search volume for competitor terms
+
+3. **Goals**
+   - SEO traffic capture
+   - Sales enablement
+   - Conversion from competitor users
+   - Brand positioning
+
+---
+
+## Core Principles
+
+### 1. Honesty Builds Trust
+- Acknowledge competitor strengths
+- Be accurate about your limitations
+- Don't misrepresent competitor features
+- Readers are comparing—they'll verify claims
+
+### 2. Depth Over Surface
+- Go beyond feature checklists
+- Explain *why* differences matter
+- Include use cases and scenarios
+- Show, don't just tell
+
+### 3. Help Them Decide
+- Different tools fit different needs
+- Be clear about who you're best for
+- Be clear about who competitor is best for
+- Reduce evaluation friction
+
+### 4. Modular Content Architecture
+- Competitor data should be centralized
+- Updates propagate to all pages
+- Single source of truth per competitor
+
+---
+
+## Page Formats
+
+### Format 1: [Competitor] Alternative (Singular)
+
+**Search intent**: User is actively looking to switch from a specific competitor
+
+**URL pattern**: `/alternatives/[competitor]` or `/[competitor]-alternative`
+
+**Target keywords**: "[Competitor] alternative", "alternative to [Competitor]", "switch from [Competitor]"
+
+**Page structure**:
+1. Why people look for alternatives (validate their pain)
+2. Summary: You as the alternative (quick positioning)
+3. Detailed comparison (features, service, pricing)
+4. Who should switch (and who shouldn't)
+5. Migration path
+6. Social proof from switchers
+7. CTA
+
+---
+
+### Format 2: [Competitor] Alternatives (Plural)
+
+**Search intent**: User is researching options, earlier in journey
+
+**URL pattern**: `/alternatives/[competitor]-alternatives`
+
+**Target keywords**: "[Competitor] alternatives", "best [Competitor] alternatives", "tools like [Competitor]"
+
+**Page structure**:
+1. Why people look for alternatives (common pain points)
+2. What to look for in an alternative (criteria framework)
+3. List of alternatives (you first, but include real options)
+4. Comparison table (summary)
+5. Detailed breakdown of each alternative
+6. Recommendation by use case
+7. CTA
+
+**Important**: Include 4-7 real alternatives. Being genuinely helpful builds trust and ranks better.
+
+---
+
+### Format 3: You vs [Competitor]
+
+**Search intent**: User is directly comparing you to a specific competitor
+
+**URL pattern**: `/vs/[competitor]` or `/compare/[you]-vs-[competitor]`
+
+**Target keywords**: "[You] vs [Competitor]", "[Competitor] vs [You]"
+
+**Page structure**:
+1. TL;DR summary (key differences in 2-3 sentences)
+2. At-a-glance comparison table
+3. Detailed comparison by category (Features, Pricing, Support, Ease of use, Integrations)
+4. Who [You] is best for
+5. Who [Competitor] is best for (be honest)
+6. What customers say (testimonials from switchers)
+7. Migration support
+8. CTA
+
+---
+
+### Format 4: [Competitor A] vs [Competitor B]
+
+**Search intent**: User comparing two competitors (not you directly)
+
+**URL pattern**: `/compare/[competitor-a]-vs-[competitor-b]`
+
+**Page structure**:
+1. Overview of both products
+2. Comparison by category
+3. Who each is best for
+4. The third option (introduce yourself)
+5. Comparison table (all three)
+6. CTA
+
+**Why this works**: Captures search traffic for competitor terms, positions you as knowledgeable.
+
+---
+
+## Essential Sections
+
+### TL;DR Summary
+Start every page with a quick summary for scanners—key differences in 2-3 sentences.
+
+### Paragraph Comparisons
+Go beyond tables. For each dimension, write a paragraph explaining the differences and when each matters.
+
+### Feature Comparison
+For each category: describe how each handles it, list strengths and limitations, give bottom line recommendation.
+
+### Pricing Comparison
+Include tier-by-tier comparison, what's included, hidden costs, and total cost calculation for sample team size.
+
+### Who It's For
+Be explicit about ideal customer for each option. Honest recommendations build trust.
+
+### Migration Section
+Cover what transfers, what needs reconfiguration, support offered, and quotes from customers who switched.
+
+**For detailed templates**: See [references/templates.md](references/templates.md)
+
+---
+
+## Content Architecture
+
+### Centralized Competitor Data
+Create a single source of truth for each competitor with:
+- Positioning and target audience
+- Pricing (all tiers)
+- Feature ratings
+- Strengths and weaknesses
+- Best for / not ideal for
+- Common complaints (from reviews)
+- Migration notes
+
+**For data structure and examples**: See [references/content-architecture.md](references/content-architecture.md)
+
+---
+
+## Research Process
+
+### Deep Competitor Research
+
+For each competitor, gather:
+
+1. **Product research**: Sign up, use it, document features/UX/limitations
+2. **Pricing research**: Current pricing, what's included, hidden costs
+3. **Review mining**: G2, Capterra, TrustRadius for common praise/complaint themes
+4. **Customer feedback**: Talk to customers who switched (both directions)
+5. **Content research**: Their positioning, their comparison pages, their changelog
+
+### Ongoing Updates
+
+- **Quarterly**: Verify pricing, check for major feature changes
+- **When notified**: Customer mentions competitor change
+- **Annually**: Full refresh of all competitor data
+
+---
+
+## SEO Considerations
+
+### Keyword Targeting
+
+| Format | Primary Keywords |
+|--------|-----------------|
+| Alternative (singular) | [Competitor] alternative, alternative to [Competitor] |
+| Alternatives (plural) | [Competitor] alternatives, best [Competitor] alternatives |
+| You vs Competitor | [You] vs [Competitor], [Competitor] vs [You] |
+| Competitor vs Competitor | [A] vs [B], [B] vs [A] |
+
+### Internal Linking
+- Link between related competitor pages
+- Link from feature pages to relevant comparisons
+- Create hub page linking to all competitor content
+
+### Schema Markup
+Consider FAQ schema for common questions like "What is the best alternative to [Competitor]?"
+
+---
+
+## Output Format
+
+### Competitor Data File
+Complete competitor profile in YAML format for use across all comparison pages.
+
+### Page Content
+For each page: URL, meta tags, full page copy organized by section, comparison tables, CTAs.
+
+### Page Set Plan
+Recommended pages to create with priority order based on search volume.
+
+---
+
+## Task-Specific Questions
+
+1. What are common reasons people switch to you?
+2. Do you have customer quotes about switching?
+3. What's your pricing vs. competitors?
+4. Do you offer migration support?
+
+---
+
+## Related Skills
+
+- **programmatic-seo**: For building competitor pages at scale
+- **copywriting**: For writing compelling comparison copy
+- **seo-audit**: For optimizing competitor pages
+- **schema**: For FAQ and comparison schema
+- **sales-enablement**: For internal sales collateral, decks, and objection docs
--- a/Show More
+++ b/Show More
				`@@ -0,0 +1 @@`
				`# CCPM epic/task store — see docs/projects/README.md`
				`@@ -0,0 +1 @@`
				`# CCPM PRD store — see docs/projects/README.md`