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Analytics & Reporting Playbook

Philosophy

Analytics must reinforce the privacy-first positioning. All metrics come from self-hosted Plausible and optional log-based enrichment. No third-party trackers or fingerprinting scripts are permitted. Capture only aggregate, non-PII data and provide opt-out links in the privacy policy when advanced tracking is enabled.

Instrumentation Sources

  • Plausible (self-hosted): Primary web analytics for pageviews, events, goals.
  • Astro build metadata: Inject build hash and version for deployment correlation.
  • Server logs: Nginx access/error logs stored on RackStation for anomaly detection; rotate weekly.
  • Optional custom events pipeline: Server-side event relay (future) for deeper funnel attribution without client identifiers.

Event Taxonomy

Event Name Trigger Properties Notes
pageview Default Plausible page view path, referrer, utm_* Auto-collected; ensure canonical URLs.
cta_contact_click Primary hero/contact CTAs clicked label (hero, footer, case-study) Measures engagement funnel toward contact form.
download_cv CV download button clicked variant (home, experience) Tracks conversion for recruiters.
download_one_pager One-pager asset download format (pdf) Optional asset once available.
case_study_deep_read Scroll depth ≥ 75% on case study pages slug, timeOnPage Implement via IntersectionObserver with debouncing.
talk_watch_click Video or recording play source (youtube, loom, etc.) Ensure consent banner if embedding third-party players.
newsletter_interest Newsletter opt-in intent (future) surface Stub for backlog feature; disabled by default.

Goal Definitions

  • Contact Conversion: cta_contact_click → Contact form submission (form submission event to be added with backend work).
  • Multi-Page Session: ≥ 2 pageview events per session; configure in Plausible goals.
  • Content Engagement: case_study_deep_read events grouped by tag.
  • Asset Downloads: download_cv and download_one_pager aggregated weekly.

Dashboards & Reporting

  • Executive Summary Dashboard: Weekly snapshot combining sessions, contact clicks, and downloads. Publish PDF to shared drive every Monday.
  • Performance Monitoring: Lighthouse CI reports attached to each PR; log LCP/TBT deltas in dashboard using manual entry until automated ingestion is built.
  • SEO Health: Integrate Search Console coverage report monthly; highlight new or dropped queries in README changelog.
  • Operational Review: Combine analytics with uptime/incident data for monthly ops sync. Document findings in docs/OPS.md under SEO/analytics log.

Data Retention & Privacy

  • Retain Plausible data for 25 months to enable YoY comparisons while respecting privacy commitments.
  • Anonymize IP addresses and disable personal data collection in Plausible configuration.
  • Provide Do Not Track support and respect browser signals.
  • Allow manual deletion of individual events upon verified request (export data, delete, confirm).
  • Document retention and purge schedule in privacy policy.

QA & Validation Checklist

  • Confirm Plausible script uses self-hosted domain (e.g., https://analytics.theschoonover.net/js/plausible.js).
  • Validate events fire once per interaction using browser devtools or Plausible debug view.
  • Ensure contact form submission events are debounced and tied to successful server response (once implemented).
  • Cross-check download counts with server logs monthly.
  • Audit event schema after major site changes; update this file when new events are added or removed.

Reporting Cadence

Cadence Owner Deliverable
Weekly (Monday) Agent F (QA/Analytics) Executive dashboard export + commentary shared with John.
Monthly (First business day) Agent F with Agent E SEO health summary (Search Console, Lighthouse trends) appended to docs/OPS.md.
Quarterly Agent F & John Strategy review of engagement trends; adjust content roadmap accordingly.
Ad hoc Feature owner Mini report when launching new surface (case study, talk).

Tooling & Automation Backlog

  • Build CLI script (pnpm analytics:export) to pull Plausible stats via API and append to /data/metrics/ CSVs.
  • Explore server-side event relay for contact form conversions to avoid double-counting.
  • Automate Lighthouse report ingestion into analytics dashboard using GitHub Actions artifact API.
  • Add regression alerts when contact conversion drops by >25% week-over-week.

Incident Handling

If analytics data becomes unavailable or inaccurate:

  1. Verify Plausible container health (docker compose ps and logs).
  2. Confirm domain configuration (CNAME analytics.theschoonover.net pointing to RackStation public IP).
  3. Re-run Plausible migration scripts if database corruption detected; consult docs/OPS.md backup section for restore process.
  4. Notify stakeholders in analytics channel and document outage window plus recovery steps in this file.