How to measure weather to identify user behaviors
Learn how we can collect weather information with ease and use data to understand your customer behavior on your website.
Presented at MatomoCamp #3, this talk demonstrates how weather data can be collected alongside web analytics to uncover unexpected correlations between meteorological conditions and user behaviour on your website.
What you will learn
- How to collect real-time weather data (temperature, conditions, wind) using a free API
- Integrating weather information into Matomo as custom dimensions
- Correlating weather patterns with traffic spikes, conversion rates and bounce rates
- Practical examples: how an outdoor equipment retailer discovered that sales patterns followed weather forecasts rather than marketing campaigns
- Building weather-aware segments to refine your audience analysis
Why it matters
User behaviour is influenced by factors that go far beyond your marketing efforts. Weather is one of the most overlooked external variables, yet it directly impacts purchasing intent, browsing time and engagement. By bringing this data into your analytics stack, you gain a new lens to interpret your metrics and make smarter decisions.
This approach is fully GDPR-compliant since weather data is not personal data — it enriches your analytics context without adding any privacy risk.
