Year 1 - UE 05 - Digital Analytics

A measurement plan defines what you are planning to implement in terms of tracking code on your website. As those tracking codes are here in order to collect something, this is why we are giving it the name of a measurement plan. You can use a measurement plan to define the data collection of many solutions, here below we are keeping a simple model and will only use one solution: Matomo Analytics.

In order to define this measurement plan, you need to analyze the website you are working for. In our case, the example we have is https://www.webassoc.org.

Technically you can measure every interaction which is occurring on the website, but as you probably don't want to spend an unlimited time on this project you will focus on the main objectives of the website.

In general those website objectives aligned with the one of the organization, but that's not the case when a website is poorly made. For example a company is a profit organization, but how can those objectives be achieved on the website if there is no online payment.

From this browsing experience we came out with:

A Measurement plan example

URL	Notes	Difficulty / Importance
https://www.webassoc.org	Some outlinks are not well tracked as they are redirecting to webassoc.org instead of www.webassoc.org.	Just inform the non-profit organization about it. Critical
https://www.webassoc.org	Possibilities to track go to the content and go to the bottom page.	Easy but not critical.
https://www.webassoc.org	Site search, normally automatically tracked with Matomo.	Easy and critical.
https://www.webassoc.org	Intent to register to the newsletter.	Easy and critical.
https://www.webassoc.org/a-propos/	Track the button "I want to become a volunteer"	Easy and critical.
https://www.webassoc.org/partenaires/	Track the button "possibilities to associate your business"	Easy and critical.
https://www.webassoc.org/temoignages/	Track the buttons sending to Google forms.	Easy and critical.
https://www.webassoc.org/associations/formulaire-sos-webassoc/	A form to track here a bit complicated	Hard and critical
https://www.webassoc.org/pros-du-web/	There is a Google form to track	Easy and critical
https://www.webassoc.org/contact/	Got to content / Go to the bottom	Easy and not critical
https://www.webassoc.org/presse/	There is a Google form to track	Easy and critical

In a perfect world you are defining the measurement plan with the end customer, but in some cases you would like to define it on your own first in order to prepare it for a meeting and make already some suggestions to the client.

In general during this meeting you will realize that their needs in terms of data collection is quite different from the one you imagined... but at least you did your job.

2 - Define the Measurement Plan

Note that the list of data tracked by default in Matomo is listed here: https://matomo.org/faq/general/faq_18254/

On this page we are listing a measurement plan based on the following website: https://www.webassoc.org

A Measurement plan example

Tag name	Description	Action	Configuration	Documentation
Matomo pageview all pages	This tag measures pages count + outlinks and downloads.	Every time a page is viewed	Provided by default
Matomo event click	This tag measures the clicks made on the buttons sending the visitor to Google forms.	Every time a click occurs on a link which contains docs.google.com	Category: form Action: intent to participate Name: Click text	https://matomo.org/docs/event-tracking/
Matomo event form	This tag measures the forms sent.	Every time a form is sent on the website, except when it is a search form	Category: form Action: form sent Name: Page URL exclusion for form id=searchform	https://matomo.org/docs/event-tracking/

As you can see in the measurement plan you are indicating the type of tracking code you are planning to deploy, the description of this tag and the condition on which this given tracking code will be fired.

Note that this work can be done directly within a Tag Management System but it is also good sometimes to not work straight away within it in order to take some distance from it.

3 - Implementing the Measurement Plan                

When you are implementing a Measurement Plan, you need to act on the website. The main issue here is that you will push fake data to Matomo. At a minimum work in preview mode. Note that you can delete your own traffic in Matomo. Add a note in Matomo saying the dates on which you are working on the website. Do not publish until you get the final go from the client.