Oh Magic Matomo, tell me how great is my communication

In the famous Disney cartoon “Snow White and the Seven Dwarfs”, the evil queen asked to the slave in the mirror specific questions and got answers straight away. How fun would it be to do the same for the performances of our website?

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In fact, one of the many questions we are receiving from our clients is the following one, I would like to know if my communication is working well or not? Tracking communication is a complex things as it can be done through many different ways, just to give you some examples of how contents can be released:

  • on your website.
  • out of your website but in a digital environment (social networks, newsletters…).
  • out of my website within a physical environment (radio, leaflets…).

Let’s see in this blog post how Matomo can answer this specific question.

Measuring the performance of your communication

Knowing if your communication is a success or not only depends on what you personally consider as important.
Let’s imagine that your organization is launching a new platform. As you will communicate about it, you would like to measure the impact of it. If the role of your communication is to spread the word about it, what you will measure as a performance is probably the number of visits. But if your interest is more about the number of people who are using the platforms, the performance you would like to measure is the number of accounts created. You will also have to set what you consider as a success or failure threshold.

In Matomo, measuring those performances is what we call goals.

Note though that the complexity of implementing goals relies on your website infrastructure. You may need to either deploy events and/or manual goals in order to measure any performance you need. If you are not sure about the implementation, contact us.

Measuring the performances on your website

Measuring the performances on your website is really easy as you have a full control over it.

Measuring the performances out of your website

Out of your website means that you do not have a control over the website hosting your communication but just on the link itself, here are some examples:
Third party social networks like facebook, twitter… those websites do not belong to you so you cannot measure with Matomo the interaction of your posts.
Technologies which are not websites, typically that the case with PDF documents, you cannot insert tracking codes easily within them.
The second use case is when the interaction redirect to a website which is not yours. For example you are promoting a partner through social networks.

In the first scenario, you will use Matomo campaign url parameters. In the second one, you will use redirections, a community plugin for Matomo has been developed just for that.

Measuring the performances in a physical environment

As you can imagine measuring the performances of offline communication channels is far more difficult than measuring online ones. Though, there are still a couple of ways you can collect data.
Everything which deals with papers: newspapers, leaflets, posters can include several information you can measure online:
QR code/NFC sensors: by flashing the QR code people will go to your website. So if you tracked your QR code with campaign parameters, you will be able to measure the traffic coming from this source. The main drawback of this method is that people need a good reason to flash the QR code, so sending them to a special page will help. For example, “the first 50 people to flash this QR code will get an access to an account with beta features before everyone else”. NFC sensors will work exactly the same way, except that instead of flashing they will put in contact their device with your sensor.
Vanity URLs: in digital marketing vanity URL is a fancy word in order to say a redirected URL on which you would like to communicate. So let’s imagine that one person of your organization is going to have a speech on the radio, instead of saying go to https://my-website.com, she/he will say go to https://our-website-to-communicate-on.com. As you will bought this domain name prior to the speech and as you will redirect all traffic from this address to your new one, you will then be able to measure that out in Matomo.
Field forms: on e-commerce websites it is mostly related to the coupon/voucher field, thanks to a coupon with a specific name, marketers are then able to know from where the visitor is coming from or at least heard about your organization. As administrative websites may not have e-commerce features, traditional forms simply asking how have you heard about us will help you measure people coming from physical environment.

And that’s it folks, we really hope you enjoyed reading this blog post. If you have any questions regarding the implementation of those techniques, please feel free to get in contact with our team. If you would like to know how, as an agency, we would have to tackle any issues you are currently facing, please feel free to get in contact with us too.

We are wishing you a nice and sunny day, and remember that by using Matomo Analytics, you are fantastic.