Consulting & tracking concept
A good tracking concept starts with your goals, not with the tag manager. Together we define which questions Matomo should answer and turn them into a measurement plan your team understands and can maintain.
How I work
- 01Define goals and KPIs with your team
- 02Design the measurement plan and event structure
- 03Implement in Matomo Tag Manager or Google Tag Manager
- 04Hand over with documentation and training
What a tracking concept is for
Many Matomo instances measure a lot and answer little. What is usually missing is not the technology but the agreement: which decision should a number support? Which events belong to a goal? How should campaigns be named so they can still be analysed in six months?
The tracking concept answers these questions before any code is written. That keeps the implementation lean and the reports readable.
What you get
- A measurement plan with goals, KPIs, events and dimensions
- Naming conventions for campaigns, events and custom dimensions
- A container structure for Matomo Tag Manager or, if you already use it, Google Tag Manager
- Documentation that new colleagues can follow too
An excerpt from a measurement plan
| Goal | Metric | Event in Matomo | Analysis |
|---|---|---|---|
| More enquiries | Enquiries per month, share of submitted forms | Category “Formular”, action “Kontakt” | Goal “Kontaktanfrage” by channel and campaign |
| Growing newsletter | Sign-ups and confirmations | Actions “Newsletter” and “Newsletter bestätigt” | Goals compared month by month |
| Content that works | Reading depth, downloads | Category “Inhalt”, action “Scrolltiefe” | Events report, segment by entry page |
The event names come from the tracking of this website, which is why they are in German.
Naming conventions
Consistent names are the most inconspicuous and at the same time the most important part of the concept. An example for campaigns built from month, channel and topic: 2026-10_newsletter_matomo-without-cookies. That way campaigns can still be sorted and compared years later. Matomo understands both mtm and utm parameters.
Privacy from the start
A good concept only measures what is needed. Personal data such as email addresses belongs neither in event names nor in URLs. I set this in the concept so the implementation does not have to be corrected later.
How it works
We start with a workshop, usually two to three hours by video. Then I draft the measurement plan, we agree on it, and I implement it or support your team with the implementation.
FAQ
Frequently asked questions
Is a tracking concept worth it if Matomo is already running?
Yes, especially then. I often combine it with an audit: first we see what is measured today, then we decide what stays, what is missing and what can go.
How much time does our team need to plan?
Usually two to three hours by video for the workshop. After that we agree on the draft in a short meeting.
Matomo Tag Manager or Google Tag Manager?
Both work. Matomo Tag Manager keeps everything in one instance. If you already use Google Tag Manager, I build the container structure there.
Who implements the concept?
Whatever suits you: I implement it myself, or I support your development team and check the implementation before it goes live.
Related
Questions about this?
In an intro call we'll clarify where you stand and whether I'm the right fit.
Your contactPeter Boehlke, Matomo consultant from Munich, 17 years in the Matomo team