Tracking document:
Goal:
As in the first Lead Nurturing Pilot Project, tracking did not work thoroughly, we want to start the campaign once again. We will send 5 newsletters with the main objective to enable the leads to participate in the wikimedia projects. Among other things, the leads are asked to create a Wikipedia user account and to start editing. These two objectives shall be tracked.
Target Groups:
People who subscribed for the newsletter via landingpage after clicking on an ad on Social Media.
Timeline
The campaign is planned to start approximately in week 44, on the 8th or 9th of November. We plan to send 5 Newsletters, for which people can register untill 23rd of Novmeber. . The registrations and edits shall be tracked untill 6 weeks after the end of the campaign, hence 31st of January.
User Journey
Targeted people follow an ad on social media or newsletter. They click and will be let to a landingpage where they can register for the Wiki-Post Newsletter.
With each Newsletter they receive information that shall help them to understand the projects and communities of Wikipedia, Wikimedia commons and Wikidata and how to get involved: step by step, they are supposed to learn how to create a user account, how to edit articles, how to upload pictures and more.
In each newsletter there will be 4-5 Call to actions that ask them for an action like creating a Wikipedia account, edit, visit certain homepages, upload pictures on Commons. The links in the mails thus lead to several landing pages either on wiki or off wiki.
Tracking
This is what we are looking for:
We want to track as many things as we can with this campaign. The tracking of user registrations and edit behaviour is very similar to the First round (Phabricator ticket).
This is what we need from Goran:
User behavior in Wikipedia, Wikidata and Commons:
- user registrations in Wikipedia
- user edits in Wikipedia
- page views of certain landing pages in Wikipedia, Wikidata and Commons and Wikivoyage
General outcome (data collection) by Goran
- on wiki registrations through the campaign per tag and project on a daily basis during the campaign (from 10th November through 22nd of December).
- on wiki registrations through the campaign per tag and project in total (through 22nd of December)
- Edits of new users on a daily basis during the campaign (from approximately 10th November through 22nd of December).
- Edits of new users in total, classified in groups of 1 Edit; 2-10 Edits; more than 10 Edits up to six weeks after the end of the campaign (through 31st of January 2022)
- page views of selected landing pages on wiki
- Six weeks after the end of the campaign: editing behavior review (up until 31st of January 2022)
- data of users starting and finishing one of the training modules lernewikipedia.de (how many users started a module? what is the completion rate?) (up until 31st of January 2022)
- edit behavior of users who did the training modules (do users edit more after doing a training module) (up until 31st of January 2022)
The tags are provided in the google sheet.
Testing
Let's test the tags via test registrations before the campaign starts.