Future-proof measurement with the FTG-framework

contact us
ftg-framework explaining

The FTG-framework (Function, Task, Behaviour), developed by Toon Vuursteen, helps public and commercial organisations measure how well their web content informs and supports users. It translates your goals into privacy-friendly metrics within your existing analytics tools.

The phases of an FTG implementation framework

Here you can see how we work with the FTG implementation framework, moving step by step from defining KPIs and FTG metrics to implementation, turning metrics into insight, and optionally visualising performance in dashboards.

Illustration of the FTG Implementation Framework showing five numbered steps: 1) KPI session, 2) FTG metrics, 3) FTG implementation, 4) From metrics to insight, and 5) Dashboarding (optional), each represented with an icon and a short description.

How can the FTG-framework implementation help you?

âś… Meaningful metrics for non-transactional content:
Move beyond generic engagement metrics by measuring what your pages are actually meant to achieve, informing, guiding, or enabling tasks.

âś… Aligned KPIs across teams:
Communication, product, and data teams work with the same FTG metrics, enabling faster and more consistent decision-making.

âś… Privacy-first and tool-agnostic:
Fully compliant with GDPR and suitable for Piwik PRO, Matomo, Google Tag Manager and other tools, no migrations needed.

âś… Actionable insights for continuous improvement:
Spot content gaps, improve clarity, and prioritise updates based on real user behaviour.

Who is this for?

  • Municipalities and provinces
  • Public sector organisations (agencies, government bodies, executive services)
  • Commercial organisations with informational or service-oriented web content, such as: help centres, knowledge hubs, corporate communication pages
ftg-model expert talking to a client

Want to make a well-informed decision?

Dive into the answers to the most asked questions about the FTG-framework.

Contact us

How our clients experience our collaboration

Want to know more?

Merel will be happy to discuss your data issues with you and put you in touch with the right expert.

Related content

The FTG model for commercial organisations

When people think about the FTG model (function, task, behaviour), they often associate it with government websites. That makes sense. The model, developed by Toon Vuursteen, originated in a context where informing users was the primary goal and commercial objectives played no role.

Read more

Webinar | Understand online behaviour with the FTG framework

Government websites are often the first point of contact between citizens and the government. Whether it concerns information about regulations, applications or participation, the digital experience determines how well citizens find their way around. But how do you know if your website is really doing what it should?

Read more

More grip on web data thanks to smart tracking

The municipality of The Hague continuously works to improve its digital services. Citizens must be able to find their way quickly and easily on the online portal www.denhaag.nl and all linked environments. To improve that experience, good data is essential.

Read more

Greater control of government websites with the FTG framework

Government websites play a crucial role in providing information and services to citizens. But how do you measure the success of such a website? Here, many organisations choose the privacy-friendly Piwik PRO and Toon Vuursteen's data model: The FTG model (Functie [Function], Taak [Task], Gedrag [Behaviour]). This framework provides a structured method for understanding and improving the performance of a website.

Read more