Year 1 - UE 05 - Digital Analytics

The main thing to keep in mind is what are the goals of your information portal? Without this goal in mind you will end up with an endless measurement plan.

Let's see two use cases:

• For profit information portal.
• Non-profit information portal.

For profit information portal

High chances that your website relies on advertisements. As a result, your goal is achieved every time that an ad is displayed and/or is clicked. So here your goal is achieved every time that a given banner is displayed and/or clicked. You may also have to define a value for your goal according to the amount of money your advertiser is paying you.

Note that in many cases, tracking those ads will be difficult within Matomo as those ads belong to an ad server, so it is always easier to see your revenues directly on the website of the advertiser unless there is an easy API you can query to create an integration plugin for Matomo.

Non profit information portal

If you are a non profit information portal, you need to define when your goal is achieved, probably, you will consider that this is once the information is given, so you need to define what you will consider such as this. For example if on an information post, the reader went through 75% of the page then I consider that she/he read it entirely, that's your goal. Of course, it will be more reliable if you ask directly the question to the reader or give her/him a chance to say it, like a direct question or a pop-up.

Here is an example of how to define it as an event: