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• 10 Matomo Features You Possibly Didn’t Know About

  28 octobre 2022, par Erin

  Most users know Matomo as the privacy-focussed web analytics tool with data accuracy, superior to Google Analytics. 

  And we’re thrilled to be that — and more ! 

  At Matomo, our underlying product vision is to provide a full stack of accurate, user-friendly and privacy-mindful online marketing tools. 

  Over the years, we’ve expanded beyond baseline website statistics. Matomo Cloud users also get to benefit from additional powerful tools for audience segmentation, conversion optimisation, advanced event tracking and more. 

  Here are the top 10 advanced Matomo features you wish you knew about earlier (but won’t stop using now !). 

  Funnels

  At first glance, most customer journeys look sporadic. But every marketer will tell you that there is a method to almost every users’ madness. Or more precisely — there’s a method you can use to guide users towards conversions. 

  That’s called a customer journey — a schematic set of steps and actions people complete from developing awareness and interest in your solution to consideration and finally conversion.

  On average, 8 touchpoints are required to turn a prospect into a customer. Though the number can be significantly bigger in B2B sales and smaller for B2C Ecommerce websites. 

  With the Funnels feature, you can first map all the on-site touchpoints (desired actions) for different types of customers. Then examine the results you’re getting as prospects move through these checkbox steps.

  Funnel reports provide :

  • High-level metrics such as “Funnel conversion rate”, “Number of funnel conversions”, “Number of funnel entries”. 
  • Drilled-down reports for each funnel and each tracked action within it. This way you can track the success rates of each step and estimate their contribution to the cumulative effect.

  Segmented funnel reports for specific user cohorts (with Matomo Segmentation enabled).

  

  What makes funnels so fun (pun intended) ? The variety of use cases and configurations ! 

  You can build funnels to track conversion rates for :

  • Newsletter subscriptions
  • Job board applications 
  • Checkout or payment 
  • Product landing pages
  • Seasonal promo campaigns

  …. And pretty much any other page where users must complete a meaningful action. So go test this out. 

  Form Analytics

  On-site forms are a 101 tactic for lead generation. For most service businesses, a “contact request” or a “booking inquiry” submission means a new lead in your pipeline. 

  That said : the average on-site form conversion rates across industries stand at below 50% : 

  • Property – 37% 
  • Telecoms – 40%
  • Software — 46.83%

  That’s not bad, but it could be better. If only you could figure out why people abandon your forms….

  Oh wait, Matomo Form Analytics can supply you with answers. Form Analytics provide real-time information on key form metrics — total views, starter rate, submitter rate, conversions and more.

  

  Separately the average form hesitation time is also provided (in other words, the time a user contemplates if filling in a form is worth the effort). Plus, Matomo also tracks the time spent on form submission.

  You can review : 

  • Top drop-off fields – to understand where you are losing prospects. These fields should either be removed or simplified (e.g., with a dropdown menu) to increase conversions.
  • Most corrected-field – this will provide a clear indication of where your prospects are struggling with a form. Providing help text can simplify the process and increase conversions. 
  • Unesserary fields – with this metric, you’ll know which optional fields your leads aren’t interested in filling in and can remove them to help drive conversions. 

  With Form Analytics, you’ll be able to boost conversions and create a better on-site experience with accurate user data. 

  A/B testing

  Marketing is both an art and a science. A/B testing (or split testing) helps you statistically verify which creative ideas perform better. 

  A good conversion rate optimisation (CRO) practice is to test different elements and to do so often to find your top contenders.

  What can you split test ? Loads of things :

  • Page slogans and call-to-actions 
  • Button or submission form placements
  • Different landing page designs and layouts
  • Seasonal promo offers and banners
  • Pricing information 
  • Customer testimonial placements 

  More times than not, those small changes in page design or copy can lead to a double-digit lift in conversion rates. Accounting software Sage saw a 30% traffic boost after changing the homepage layout, copy and CTAs based on split test data. Depositphotos, in turn, got a 9.32% increase in account registration rate (CR) after testing a timed pop-up registration form. 

  The wrinkle ? A/B testing software isn’t exactly affordable, with tools averaging $119 – $1,995 per month. Plus, you then have to integrate a third-party tool with your website analytics for proper attribution — and this can get messy.

  Matomo saves you the hassle in both cases. An A/B testing tool is part of your Cloud subscription and plays nicely with other features — goal tracking, heatmaps, historic visitor profiles and more. 

  You can run split tests with Matomo on your websites or mobile apps — and find out if version A, B, C or D is the top performer. 

  

  Advertising Conversion Exports

  A well-executed search marketing or banner remarketing campaign can drive heaps of traffic to your website. But the big question is : How much of it will convert ?

  The AdTech industry has a major problem with proper attribution and, because of it, with ad fraud. 

  Globally, digital ad fraud will cost advertisers a hefty $8 billion by the end of 2022. That’s when another $74 million in ad budgets get wasted per quarter. 

  The reasons for ad budget waste may vary, but they often have a common denominator : lack of reliable conversion tracking data.

  Matomo helps you get a better sense of how you spend your cents with Advertising Conversion Reports. Unlike other MarTech analytics tools, you don’t need to embed any third-party advertising network trackers into your website or compromise user privacy.

  Instead, you can easily export accurate conversion data from Matomo (either manually via a CSV file or automated with an HTTPS link) into your Google Ads, Microsoft Advertising or Yandex Ads for cross-validation. This way you can get an objective view of the performance of different campaigns and optimise your budget allocations accordingly. 

  Find out more about tracking ad campaigns with Matomo.

  Matomo Tag Manager

  The marketing technology landscape is close to crossing 10,000 different solutions. Cross-platform advertising trackers and all sorts of customer data management tools comprise the bulk of that growing stack. 

  Remember : Each new tool embed adds extra “weight” to your web page. More tracking scripts equal slower page loading speed — and more frustration for your users. Likewise, extra embeds often means dialling up the developer (which takes time). Or tinkering with the site code yourself (which can result in errors and still raise the need to call a developer). 

  With Tag Manager, you can easily generate tags for :

  • Custom analytics reports 
  • Newsletter signups
  • Affiliates 
  • Form submission tracking 
  • Exit popups and surveys
  • Ads and more

  With Matomo Tag Manager, you can monitor, update or delete everything from one convenient interface. Finally, you can programme custom triggers — conditions when the tag gets activated — and specify data points (variables) it should collect. The latter is a great choice for staying privacy-focused and excluding any sensitive user information from processing. 

  With our tag management system (TMS), no rogue tags will mess up your analytics or conversion tracking. 

  Session recordings

  User experience (UX) plays a pivotal role in your conversion rates. 

  A five-year McKinsey study of 300 publicly listed companies found that companies with strong design practices have 32 percentage points higher revenue growth than their peers. 

  But what makes up a great website design and browsing experience ? Veteran UX designers name seven qualities :

  

  To figure out if your website meets all these criteria, you can use Session Recording — a tool for recording how users interact with your website. 

  By observing clicks, mouse moves, scrolls and form interactions you can determine problematic website design areas such as poor header navigation, subpar button placements or “boring” blocks of text. 

  Such observational studies are a huge part of the UX research process because they provide unbiased data on interaction. Or as Nielsen Norman Group puts it :

  “The way to get user data boils down to the basic rules of usability :

  • Watch what people actually do.
  • Do not believe what people say they do.
  • Definitely don’t believe what people predict they may do in the future.” 

  Most user behaviour analytics tools sell such functionality for a fee. With Matomo Cloud, this feature is included in your subscription. 

  Heatmaps

  While Session Replays provide qualitative insights, Heatmaps supply you with first-hand qualitative insights. Instead of individual user browsing sessions, you get consolidated data on where they click and how they scroll through your website. 

  

  Heatmaps are another favourite among UX designers and their CRO peers because you can :

  • Validate earlier design decisions around information architecture, page layout, button placements and so on. 
  • Develop new design hypotheses based on stats and then translate them into website design improvements. 
  • Identify distractive no-click elements that confuse users and remove them to improve conversions. 
  • Locate problematic user interface (UI) areas on specific devices or operating systems and improve them for a seamless experience.

  To get even more granular results, you can apply up to 100 Matomo segments to drill down on specific user groups, geographies or devices. 

  This way you can make data-based decisions for A/B testing, updating or redesigning your website pages. 

  Custom Alerts

  When it comes to your website, you don’t want to miss anything big — be it your biggest sales day or a sudden nosedive in traffic. 

  That’s when Custom Alerts come in handy. 

  

  With a few clicks, you can set up email or text-based alerts about important website metrics. Once you hit that metric, Matomo will send a ping. 

  You can also set different types of Custom Alerts for your teams. For example, your website administrator can get alerted about critical technical performance issues such as a sudden spike in traffic. It can indicate a DDoS attack (in the worst case) — and timely resolution is crucial here. Or suggest that your website is going viral and you might need to provision extra computing resources to ensure optimal site performance.

  Your sales team, in turn, can get alerted about new form submissions, so that they can quickly move on to lead scoring and subsequent follow-ups. 

  Use cases are plentiful with this feature. 

  Custom Dashboards and Reports

  Did you know you can get a personalised view of the main Matomo dashboards ? 

  By design, we made different website stats available as separate widgets. Hence, you can cherry-pick which stats get a prominent spot. Moreover, you can create and embed custom widgets into your Matomo dashboard to display third-party insights (e.g., POS data).

  Set up custom dashboard views for different teams, business stakeholders or clients to keep them in the loop on relevant website metrics. 

  

  Custom Reports feature, in turn, lets you slice and dice your traffic analytics the way you please. You can combine up to three different data dimensions per report and then add any number of supported metrics to get a personalised analytics report.

  For example, to zoom in on your website performance in a specific target market you can apply “location” (e.g., Germany) and “action type” (e.g., app downloads) dimensions and then get segmented data on metrics such as total visits, conversion rates, revenue and more. 

  Get to know even more ways to customise Matomo deployment.

  Roll Up Report

  Need to get aggregated traffic analytics from multiple web properties, but not ready to pay $150K per year for Google Analytics 360 for that ?

  We’ve got you with Roll-Up Reporting. You can get a 360-degree view into important KPIs like global revenue, conversion rates or form performance across multiple websites, online stores, mobile apps and even Intranet properties.

  

  Setting up this feature takes minutes, but saves you hours on manually exporting and cross-mapping data from different web analytics tools. 

  Channel all those saved hours into more productive things like increasing your conversion rates or boosting user engagement. 

  Avoid Marketing Tool Sprawl with Matomo 

  With Matomo as your website analytics and conversion optimisation app, you don’t need to switch between different systems, interfaces or have multiple tracking codes embedded on your site.

  And you don’t need to cultivate a disparate (and expensive !) MarTech tool stack — and then figure out if each of your tools is compliant with global privacy laws.

  All the tools you need are conveniently housed under one roof. 

  Want to learn more about Matomo features ? Check out product training videos next ! 

  21 day free trial. No credit card required.

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• 9 Ways to Customise Your Matomo Like a Pro

  5 octobre 2022, par Erin

  Matomo is a feature-rich web analytics platform. As such, it has many layers of depth — core features, extra plug-ins, custom dimensions, reports, extensions and integrations. 

  Most of the product elements you see can be personalised and customised to your needs with minimal restrictions. However, this breadth of choice can be overlooked by new users. 

  In this post, we explain how to get the most out of Matomo with custom reports, dashboards, dimensions and even app design. 

  How to customise your Matomo web analytics

  To make major changes to Matomo (e.g., create custom dashboards or install new plugins), you’ll have to be a Matomo Super User (a.k.a. The Admin). Super Users can also grant administrator permissions to others so that more people could customise your Matomo deployment. 

  Most feature-related customisations (e.g. configuring a custom report, adding custom goal tracking, etc.) can be done by all users. 

  With the above in mind, here’s how you can tweak Matomo to better serve your website analytics needs : 

  1. Custom dashboards

  

  Dashboards provide a panorama view of all the collected website statistics. We display different categories of stats and KPIs as separate widgets — a standalone module you can also customise. 

  On your dashboard, you can change the type, position and number of widgets on display. This is an easy way to create separate dashboard views for different projects, clients or team members. Rather than a one-size-fits-all dashboard, a custom dashboard designed for a specific role or business unit will increase data-driven decision-making and efficiency across the business.

  You can create a new dashboard view in a few clicks. Then select a preferred layout — a split-page view or multi columns. Next, populate the new dashboard area with preferred widgets showing :

  • SEO website rankings 
  • Visits, conversions and revenue 
  • Custom reports 

  Or code a custom widget area to pull specific website stats or other reporting data you need. Once you are done, arrange everything with our drag-and-drop functionality. 

  

  Popular feature use cases

  • Personalised website statistics layout for convenient viewing 
  • Simplified analytics dashboards for the line of business leaders/stakeholders 
  • Project- or client-specific dashboards for easy report sharing 

  Read more about customising Matomo dashboards and widget areas. 

  2. Custom reports

  

  As the name implies, Custom Reports widget allows you to mesh any of the dimensions and metrics collected by Matomo into a custom website traffic analysis. Custom reports save users time by providing specific data needed in one view so there is no need to jump back and forth between multiple reports or toggle through a report to find data.

  For each custom report, you can select up to three dimensions and then apply additional quantitative measurements (metrics) to drill down into the data.

  For example, if you want to closely observe mobile conversion rates in one market, you can create the following custom report :

  • Dimensions : User Type (registered), Device type (mobile), Location (France)
  • Metrics : Visits, Conversion Rate, Revenue, Avg. Generation Time.

  Custom Report widget is available within Matomo Cloud and as a plugin for Matomo On-Premise.

  &lt;script type=&quot;text/javascript&quot;&gt;<br />
       if ('function' === typeof window.playMatomoVideo){<br />
       window.playMatomoVideo(&quot;custom_reports&quot;, &quot;#custom_reports&quot;)<br />
       } else {<br />
       document.addEventListener(&quot;DOMContentLoaded&quot;, function() { window.playMatomoVideo(&quot;custom_reports&quot;, &quot;#custom_reports&quot;); });<br />
       }<br />
  &lt;/script&gt;

  Popular feature use cases

  • Campaign-specific reporting to better understand the impact of different promo strategies 
  • Advanced event tracking for conversion optimization 
  • Market segmentation reports to analyse different audience cohorts 

  Read more about creating and analysing Custom Reports.

  3. Custom widgets

  

  We realise that our users have different degrees of analytics knowledge. Some love in-depth reporting dimensions and multi-row reporting tables. Others just want to see essential stats. 

  To delight both the pros and the novice users, we’ve created widgets — reporting sub-modules you can add, delete or rearrange in a few clicks. Essentially, a widget is a slice of a dashboard area you can populate with extra information. 

  You can add pre-made custom widgets to Matomo or develop your own widget to display custom reports or even external data (e.g., offline sales volume). At the same time, you can also embed Matomo widgets into other applications (e.g., a website CMS or corporate portal).

  Popular feature use cases

  • Display main goals (e.g., new trial sign-ups) on the main dashboard for greater visibility 
  • Highlight cost-per-conversion reporting by combining goals and conversion data to keep your budgets in check 
  • Run omnichannel eCommerce analytics (with embedded offline sales data) to get a 360-degree view into your operations 

  Read more about creating widgets in Matomo (beginner’s guide). 

  4. Custom dimensions 

  

  Dimensions describe the characteristics of reported data. Think of them as “filters” — a means to organise website analytics data by a certain parameter such as “Browser”, “Country”, “Device Type”, “User Type” and many more. 

  Custom Dimensions come in handy for all sorts of segmentation reports. For example, comparing conversion rates between registered and guest users. Or tracking revenue by device type and location. 

  For convenience, we’ve grouped Custom Dimensions in two categories :

  Visit dimensions. These associate metadata about a user with Visitor profiles — a summary of different knowledge you have about your audience. Reports for Visit scoped custom dimensions are available in the Visitors section of your dashboard. 

  Action dimensions. These segment users by specific actions tracked by Matomo such as pageviews, events completion, downloads, form clicks, etc. When configuring Custom Dimensions, you can select among pre-defined action types or code extra action dimensions. Action scoped custom dimensions are available in the Behaviours section of Matomo. 

  Depending on your Matomo version, you can apply 5 – 15 custom dimensions to reports. 

  Important : Since you can’t delete dimensions (only deactivate them), think about your use case first. Custom Dimensions each have their own dedicated reports page on your Matomo dashboard. 

  Popular custom dimension use cases among users :

  • Segmenting reports by users’ screen resolution size to understand how your website performs on different devices
  • Monitor conversion rates for different page types to determine your best-performing assets 

  Read more about creating, tracking and managing Custom Dimensions. 

  5. Custom scheduled reports

  Manually sending reports can be time consuming, especially if you have multiple clients or provide reports to numerous stakeholders. Custom scheduled reports remove this manual process to improve efficiency and ensure timely distribution of data to relevant users.

  Any report in Matomo (default or custom) can be shared with others by email as a PDF file, HTML content or as an attached CSV document. 

  You can customise which data you want to send to different people — your colleagues, upper management, clients or other company divisions. Then set up the frequency of email dispatches and Matomo will do the rest. 

  Auto-scheduling an email report is easy. Name your report, select a Segment (aka custom or standard report), pick time, file format and sender. 

  

  You can also share links to Matomo reports as text messages, if you are using ASPSMS or Clockwork SMS. 

  Popular feature use cases

  • Convenient stakeholder reporting on key website KPIs 
  • Automated client updates to keep clients informed and reduce workload 
  • Easy data downloads for doing custom analysis with business intelligence tools 

  Read more about email reporting features in Matomo. 

  6. Custom alerts

  

  Custom Alerts is a Matomo plugin for keeping you updated on the most important analytics events. Unlike Custom Reports, which provide a complete or segmented analytics snapshot, alerts are better suited for tracking individual events. For example, significant traffic increases from a specific channel, new 404 pages or major goal achievement (e.g., hitting 1,000 sales in a week). 

  Custom Alerts are a convenient way to keep your finger on the pulse of your site so you can quickly remedy an issue or get updated on reaching a crucial KPI promptly. You can receive custom alerts via email or text message in a matter of minutes.

  To avoid flooding your inbox with alerts, we recommend reserving Custom Alerts for a select few use cases (3 to 5) and schedule custom Email Reports to receive general web page analytics. 

  Popular custom alerts use cases among users :

  • Monitor sudden drops in revenue to investigate the cause behind them and solve any issues promptly 
  • Get notified of traffic spikes or sudden dips to better manage your website’s technical performance 

  Read more about creating and managing Custom Alerts. 

  7. Goals

  

  Goals feature helps you better understand how your website performs on certain business objectives such as lead generation, online sales or content discovery. A goal is a quantifiable action you want to measure (e.g., a specific page visit, form submission or a file download). 

  When combined together, Goals make up your sales funnel — a series of specific actions you expect users to complete in order to convert. 

  Goals-setting and Funnel Analytics are a powerful, customisable combo for understanding how people navigate your website ; what makes them take action or, on the contrary, lose interest and bounce off. 

  On Matomo, you can simultaneously track multiple goals, monitor multiple conversions per one visit (e.g., when one user requests two content downloads) and assign revenue targets to specific goals.

  &lt;script type=&quot;text/javascript&quot;&gt;<br />
       if ('function' === typeof window.playMatomoVideo){<br />
       window.playMatomoVideo(&quot;goals&quot;, &quot;#goals&quot;)<br />
       } else {<br />
       document.addEventListener(&quot;DOMContentLoaded&quot;, function() { window.playMatomoVideo(&quot;goals&quot;, &quot;#goals&quot;); });<br />
       }<br />
  &lt;/script&gt;

  Separately, Matomo Cloud users also get access to a premium Funnels feature and Multi Channel Conversion Attribution. On-Premises Matomo users can get both as paid plugins via our Marketplace.

  Popular goal tracking use cases among users :

  • Tracking newsletter subscription to maximise subscriber growth 
  • Conversion tracking for gated content (e.g., eBooks) to understand how each asset performs 
  • Analysing the volume of job applications per post to better interpret your HR marketing performance 

  Read more about creating and managing Goals in Matomo.

  8. Themes

  

  Want to give your Matomo app a distinctive visual flair ? Pick a new free theme for your On-Premises installation. Minimalistic, dark or classic — our community created six different looks that other Matomo users can download and install in a few clicks. 

  If you have some HTML/CSS/JS knowledge, you can also design your own Matomo theme. Since Matomo is an open-source project, we don’t restrict interface customisation and always welcome creativity from our users.

  Read more about designing your own Matomo theme (developer documentation).

  9. White labelling

  

  Matomo is one of the few website analytics tools to support white labelling. White labelling means that you can distribute our product to others under your brand. 

  For example, as a web design agency, you can delight customers with pre-installed GDPR-friendly website analytics. Marketing services providers, in turn, can present their clients with embedded reporting widgets, robust funnel analytics and 100% unsampled data. 

  Apart from selecting a custom theme, you can also align Matomo with your brand by :

  • Customising product name
  • Using custom header/font colours 
  • Change your tracking endpoint
  • Remove links to Matomo.org

  To streamline Matomo customisation and set-up, we developed a White Label plug-in. It provides a convenient set of controls for changing your Matomo deployment and distributing access rights to other users or sharing embedded Matomo widgets). 

  Read more about white labelling Matomo. 

  Learning more about Matomo 

  Matomo has an ever-growing list of features, ranging from standard website tracking controls to unique conversion rate optimisation tools (heatmaps, media analytics, user cohorts and more).

  To learn more about Matomo features you can check our free video web analytics training series where we cover the basics. For feature-specific tips, tricks and configurations, browse our video content or written guides. 

  21 day free trial. No credit card required.

• 7 Reasons to Migrate from Google Analytics to Matomo Now

  15 mai 2022, par Erin

  The release of Google Analytics 4 (GA4), and the subsequent depreciation of Universal Analytics, has caused a stir amongst webmasters, SEO experts, marketers and the likes.

  Google’s Universal Analytics is the most widely used web analytics platform in the world, but from 1 July 2023, it will no longer process any new data. Google is now pushing users to set up GA4 tracking imminently.

  If you’re like many and wondering if you should upgrade to Google Analytics 4, there are two key reasons why this might be a risk :

  1. GDPR violations : recent rulings have deemed Google Analytics illegal in France and Austria, and it’s likely that this trend will continue across the EU.
  2. Data loss : users switching to Google Analytics 4 can’t migrate their data from Universal Analytics.

  To mitigate these risks, many organisations are looking to switch to a Google Analytics alternative like Matomo. This is an ideal option for organisations that want to take ownership of their data, get compliant with privacy regulations and save themselves the stress of Google deprecating the software they rely on.

  Whilst there are two major reasons to steer clear of Google Analytics 4, there are 7 reasons why migrating to Matomo instead could save your business time, money and peace of mind.

  If you want to avoid the pitfalls of GA4 and are thinking about migrating from Universal Analytics to Matomo, here’s why you should make the switch now.

  1. Keep your historical Universal Analytics data

  Users switching to Google Analytics 4 will be disappointed to find out that GA4 does not accept data imports from Universal Analytics. On top of that, Google also announced that after Universal Analytics stops processing new data (1 July 2023), users will only be able to access this data for “at least six months”. 

  Years of valuable insights will be completely wiped and organisations will not be able to report on year over year results.

  Fortunately, any organisation using Universal Analytics can import this data into Matomo using our Google Analytics Importer plugin. So you can reduce business disruptions and retain years of valuable web analytics data when you switch to Matomo.

  Our comprehensive migration documentation features a handy video, written guides and FAQs to ensure a smooth migration process.

  2. Ease of use

  Web analytics is complicated enough without having to navigate confusing platform user interfaces (UIs). One of GA4’s biggest drawbacks is the “awful and unusable” interface which has received an overwhelming amount of negative backlash online. 

  Matomo’s intuitive UI contains many of the familiar features that made Universal Analytics so well-liked. You’ll find the same popular features like Visitors, Behaviour, and Acquisition to name a few.

  

  User Flow in Matomo

  When you switch to Matomo you can get up to speed quickly and spend more time focusing on high-value tasks, rather than learning about everything new in GA4.

  3. 100% accurate unsampled data

  GA4 implements data sampling and machine learning to fill gaps. Often what you are basing critical business decisions on is actually an estimate of activity. 

  Matomo does not use data sampling, so this guarantees you will always see the full picture.

  “My primary reason to use Matomo is to get the unsampled data, [...] if your website gets lots of traffic and you can’t afford an enterprise level tool like GA premium [GA360] then Matomo is your best choice.”

  With Matomo you can be confident your data-driven decisions are being made with real data.

  4. Privacy by design

  Built-in privacy has always been at the core of Matomo. One key method we use to achieve this, is by giving you 100% data ownership of your web analytics data. You don’t ever have to worry about the data landing in the wrong hands or being used in unethical ways – like unsolicited advertising. 

  On the contrary, Google Analytics is regularly under fire for controversial uses of data. While Google has made changes to make GA4 more privacy-focused, it’s all just smoke and mirrors. The data collected from Google Analytics accounts is used by Google to create digital profiles on internet users, which is then used for advertising. 

  Consumers are becoming increasingly concerned about how businesses are using their data. Businesses that develop privacy strategies, utilise privacy-focused tools will gain a competitive advantage and a loyal customer-base. 

  Prioritise the protection of your user data by switching to a privacy-by-design analytics solution.

  5. Compliance with global privacy laws

  To date, Google Analytics has been deemed illegal to use in France and Austria due to data transfers to the US. Upgrading to GA4 doesn’t make this problem go away either since data is still transferred to the US. 

  Matomo is easily configured to follow even the strictest of privacy laws like GDPR, HIPAA, CCPA, LGPD and PECR. Here’s how :

  • Matomo’s opt-out mechanism lets users opt-out of web analytics tracking
  • You can configure analytics for data retention of raw data and aggregated reports
  • Users can anonymise IP addresses as well as implement other data anonymisation techniques
  • Matomo can respect DoNotTrack setting
  • Users can set up Matomo so it doesn’t process any personal data or PII (personally identifiable information)
  • It’s easy to set shorter expiration dates for tracking cookies
  • Matomo allows you to disable Visits Log and Visitor Profile
  • Users aren’t tracked across websites unless specifically enabled

  Matomo can also be used without cookie consent banners (unlike with Google Analytics, which will always need user consent to track). Matomo has been approved by the French Data Protection Authority (CNIL) as one of the select few web analytics tools that can be used to collect data without tracking consent.

  Every year more countries are drafting legislation that mirrors the European Union’s GDPR (like the Brazilian LGPD). Matomo is designed to stay data-privacy law compliant, and always will be.

  Stay on top of global privacy laws and reduce the time you spend on compliance by switching to a privacy-compliant solution. 

  6. All-in-one web analytics

  Matomo gives you easy access to Heatmaps, Session Recordings, A/B testing, Funnels analytics, and more right out of the box. This means that digital marketing, UX and procurement teams won’t need to set up and manage multiple tools for behavioural analytics – it’s all in one place.

  Learn more about your audience, save money and reduce complexity by switching to an all-in-one analytics solution.

  Check out Matomo’s extensive product features.

  

  Page Scroll Depth in Matomo

  7. Tag Manager built-in

  Unlike GA4, the Matomo Tag Manager comes built-in for an efficient and consistent user experience. Matomo Tag Manager offers a pain-free solution for embedding tracking codes on your website without needing help from a web developer or someone with technical knowledge.

  Help your Marketing team track more website actions and give time back to your web developer by switching to Matomo Tag Manager.

  Final Thoughts

  Google Analytics is free to use, but the surrounding legal issues with the platform and implications of switching to GA4 will make migrating a tough choice for many businesses. 

  Now is the chance for organisations to step away from the advertising tech giant, take ownership of web analytics data and get compliant. Switch to the leading Google Analytics alternative and see why over 1 million websites choose Matomo for their web analytics.

  Ready to get started with your own Google Analytics to Matomo migration ? Try Matomo free for 21 days now – no credit card required. 

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