In my opinion, it’s going to be easier to create several scenarios where we could define the different metrics a community could be interested in. Every community is going to be in its own moment, in which it would have different needs, depending on its goals, size & areas, age, resources, contents, …
In general, I think that we could say that communities have 2 goals in their websites. 1) getting contributors and 2) promote their activities and their contents. Depending on the status of the community, one of these goals can be priorized.
For example, a just born community possibly needs to focus on knowing how their website perform in order to get people, how many users land in their contribute page and how many of these are really interested in contributing. It would be also interesting to know what’s the navigation flow, or the time users are spending in different pages or contents related to participation. This would help the community to know what tasks/projects/areas are more interesting and engaging to their audiences.
In a more developed community, with more contributors, structure and more mature, I think that focus is different. In the case of Mozilla Hispano, the questions we try to answer with Piwik are:
General: goal here is to know how is the impact we’re having. Reach.
- What’s the global amount of traffic in our website? And its
evolution through time?
- In which hours are we receiving more visitors? And its evolution through time?
- Which are the sources of our visits?
- Which words people are searching to make them land in our website?
- Who are the references that are sending us users?
Contents: goal here is to offer what users are interested in. Loyalty & Engagement.
- Which areas are most visited? And its evolution through time?
- How much time are users spending in our website? And its evolution
- What documentation is more consulted? And its evolution through time?
- What articles are the most read, shared and commented?
SM atributtion: goal here is to know how our social media comm is working. Promotion.
- How many users come from our social networks messages? And its evolution through time?
- How much does every social network contribute? And its evolution through time?
I hope this helps as a starting point to complete that PRD. Ideally, I would encourage you to think about 2, 3, 4 community possible moments/goals. I just listed two, but I can guess that there’s more. From that, to create a list of questions and metrics will be easy. Then, the product (Piwik) will serve as a tool to answer those questions and guide the community in its road.