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• x86 : replace explicit REP_RETs with RETs

  1er février 2023, par Lynne

  x86 : replace explicit REP_RETs with RETs
  From x86inc :
  
  > On AMD cpus <=K10, an ordinary ret is slow if it immediately follows either
  
  > a branch or a branch target. So switch to a 2-byte form of ret in that case.
  
  > We can automatically detect "follows a branch", but not a branch target.
  
  > (SSSE3 is a sufficient condition to know that your cpu doesn't have this problem.)
  x86inc can automatically determine whether to use REP_RET rather than
  
  REP in most of these cases, so impact is minimal. Additionally, a few
  
  REP_RETs were used unnecessary, despite the return being nowhere near a
  
  branch.
  The only CPUs affected were AMD K10s, made between 2007 and 2011, 16
  
  years ago and 12 years ago, respectively.
  In the future, everyone involved with x86inc should consider dropping
  
  REP_RETs altogether.
  

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• 5 Top Google Optimize Alternatives to Consider

  17 mars 2023, par Erin — Analytics Tips

  Google Optimize is a popular conversion rate optimization (CRO) tool from Alphabet (parent company of Google). With it, you can run A/B, multivariate, and redirect tests to figure out which web page designs perform best. 

  Google Optimize seamlessly integrates with Google Analytics (GA). It also has a free tier. So many marketers chose it as their default A/B testing tool…until recently. 

  Google will sunset Google Optimize by 30 September 2023. 

  Starting from this date, Google will no longer support Optimize and Optimize 360 (premium edition). All experiments, active after this date, will be paused automatically and you’ll no longer have access to your historical records (unless these are exported in advance).

  The better news is that you still have time to find a Google Optimize alternative — and this post will help you with that. 

  Disclaimer : Please note that the information provided in this blog post is for general informational purposes only and is not intended to provide legal advice. Every situation is unique and requires a specific legal analysis. If you have any questions regarding the legal implications of any matter, please consult with your legal team or seek advice from a qualified legal professional. 

  Best Google Optimize Alternatives 

  Google Optimize was among the first free A/B testing apps. But as with any product, it has some disadvantages. 

  Data updates happen every 24 hours, not in real-time. A free account has caps on the number of experiments. You cannot run more than 5 experiments at a time or implement over 16 combinations for multivariate testing (MVT). A premium version (Optimize 365) has fewer usage constraints, but it costs north of $150K per year. 

  Google Optimize has native integration with GA (of course), so you can review all the CRO data without switching apps. But Optimize doesn’t work well with Google Analytics alternatives, which many choose to use for privacy-friendly user tracking, higher data accuracy and GDPR compliance. 

  At the same time, many other conversion rate optimization (CRO) tools have emerged, often boasting better accuracy and more competitive features than Google Optimize.

  Here are 5 alternative A/B testing apps worth considering.

  Adobe Target 

  

  Adobe Target is an advanced personalization platform for optimising user and marketing experiences on digital properties. It uses machine learning algorithms to deliver dynamic content, personalised promotions and custom browsing experiences to visitors based on their behaviour and demographic data. 

  Adobe Target also provides A/B testing and multivariate testing (MVT) capabilities to help marketers test and refine their digital experiences.

  Key features : 

  • Visual experience builder for A/B tests setup and replication 
  • Full factorial multivariate tests and multi-armed bandit testing
  • Omnichannel personalisation across web properties 
  • Multiple audience segmentation and targeting options 
  • Personalised content, media and product recommendations 
  • Advanced customer intelligence (in conjunction with other Adobe products)

  Pros

  • Convenient A/B test design tool 
  • Acucate MVT and MAB results 
  • Powerful segmentation capabilities 
  • Access to extra behavioural analytics 
  • One-click personalisation activation 
  • Supports rules-based, location-based and contextual personalisation
  • Robust omnichannel analytics in conjunction with other Adobe products 

  Cons 

  • Requires an Adobe Marketing Cloud subscription 
  • No free trial or freemium tier 
  • More complex product setup and configuration 
  • Steep learning curve for new users 

  Price : On-demand. 

  Adobe Target is sold as part of Adobe Marketing Cloud. Licence costs vary, based on selected subscriptions and the number of users, but are typically above $10K.

  Google Optimize vs Adobe Target : The Verdict 

  Google Optimize comes with a free tier, unlike Adobe Target. It provides you with a basic builder for A/B and MVT tests, but none of the personalisation tools Adobe has. Because of ease-of-use and low price, other Google Optimize alternatives are better suited for small to medium-sized businesses, doing baseline CRO for funnel optimisation. 

  Adobe Target pulls you into the vast Adobe marketing ecosystem, offering omnipotent customer behaviour analytics, machine-learning-driven website optimisation, dynamic content recommendations, product personalisation and extensive reporting. The app is better suited for larger enterprises with a significant investment in digital marketing.

  Matomo A/B Testing

  

  Matomo A/B Testing is a CRO tool, integrated into Matomo. All Matomo Cloud users get instant access to it, while On-Premise (free) Matomo users can purchase A/B testing as a plugin. 

  With Matomo A/B Testing, you can create multiple variations of a web or mobile page and test them with different segments of their audience. Matomo also doesn’t have any strict experiment caps, unlike Google Optimize. 

  You can split-test multiple creative variants for on-site assets such as buttons, slogans, titles, call-to-actions, image positions and more. You can even benchmark the performance of two (or more !) completely different homepage designs, for instance. 

  With us, you can compliantly and ethically collect historical user data about any visitor, who’s entered any of the active tests — and monitor their entire customer journey. You can also leverage Matomo A/B Testing data as part of multi-touch attribution modelling to determine which channels bring the best leads and which assets drive them towards conversion. 

   

  Since Matomo A/B Testing is part of our analytics platform, it works well with other features such as goal tracking, heatmaps, user session recordings and more. 

  Key features

  • Run experiments for web, mobile, email and digital campaigns 
  • Convenient A/B test design interface 
  • One-click experiment scheduling 
  • Integration with historic visitor profiles
  • Near real-time conversion tracking 
  • Apply segmentation to Matomo reports 
  • Easy creative variation sharing via a URL 

  Pros

  • High data accuracy with no reporting gaps 
  • Monitor the evolution of your success metrics for each variation
  • Embed experiments across multiple digital channels 
  • Set a custom confidence threshold for winning variations 
  • No compromises on user privacy 
  • Free 21-day trial available (for Matomo Cloud) and free 30-day plugin trial (for Matomo On-Premise)

  Cons

  • No on-site personalisation tools available 
  • Configuration requires some coding experience 

  Price : Matomo A/B Testing is included in the monthly Cloud plan (starting at €19 per month). On-Premise users can buy this functionality as a plugin (starting at €199/year). 

  Google Optimize vs Matomo A/B Testing : The Verdict 

  Matomo offers the same types of A/B testing features as Google Optimize (and some extras !), but without any usage caps. Unlike Matomo, Google Optimize doesn’t support A/B tests for mobile apps. You can access some content testing features for Android Apps via Firebase, but this requires another subscription. 

  Matomo lets you run A/B experiments across the web and mobile properties, plus desktop apps, email campaigns and digital ads. Also, Matomo has higher conversion data accuracy, thanks to our privacy-focused method for collecting website analytics. 

  When using Matomo in most EU markets, you’re legally exempt from showing a cookie consent banner. Meaning you can collect richer insights for each experiment and make data-driven decisions. Nearly 40% of global consumers reject cookie consent banners. With most other tools, you won’t be getting the full picture of your traffic. 

  Optimizely 

  

  Optimizely is a conversion optimization platform that offers several competitive products for a separate subscription. These include a flexible content management system (CMS), a content marketing platform, a web A/B testing app, a mobile featuring testing product and two eCommerce-specific website management products.

  The Web Experimentation app allows you to optimise every customer touchpoint by scheduling unlimited split or multi-variant tests and conversions across all your projects from the same app. Apart from websites, this subscription also supports experiments for single-page applications. But if you want more advanced mobile app testing features, you’ll have to purchase another product — Feature Experimentation. 

  Key features :

  • Intuitive experiment design tool 
  • Cross-browser testing and experiment preview 
  • Multi-page funnel tests design 
  • Behavioural and geo-targeting 
  • Exit/bounce rate tracking
  • Custom audience builder for experiments
  • Comprehensive reporting 

  Pros

  • Unlimited number of concurrent experiments 
  • Upload your audience data for test optimisation 
  • Dynamic content personalisation available on a higher tier 
  • Pre-made integrations with popular heatmap and analytics tools 
  • Supports segmentation by device, campaign type, traffic sources or referrer 

  Cons

  • You need a separate subscription for mobile CRO 
  • Free trial not available, pricing on-demand 
  • Multiple licences and subscriptions may be required 
  • Doesn’t support A/B tests for emails 

  Price : Available on-demand. 

  Web Experimentation tool has three subscription tiers — Grow, Accelerate, and Scale with different features included. 

  Google Optimize vs Optimizely : The Verdict 

  Optimizely is a strong contender for Google Optimize alternative as it offers more advanced audience targeting and segmentation options. You can target users by IP address, cookies, traffic sources, device type, browser, language, location or a custom utm_campaign parameter.

  Similar to Matomo A/B testing, Optimizely doesn’t limit the number of projects or concurrent experiments you can do. But you have to immediately sign an annual contract (no monthly plans are available). Pricing also varies based on the number of processed impressions (more experiments = a higher annual bill). An annual licence can cost $63,700 for 10 million impressions on average, according to an independent estimate. 

  Visual Website Optimizer (VWO) 

  

  VWO is another popular experimentation platform, supporting web, mobile and server-side A/B testing and personalisation campaigns.

  Similar to others, VWO offers a drag-and-drop visual editor for creating campaign variants. You don’t need design or coding knowledge to create tests. Once you’re all set, the app will benchmark your experiment performance against expected conversion rates, report on differences in conversion rate and point towards the best-performing creative. 

  Similar to Optimizely, VWO also offers web/mobile app optimisation as a separate subscription. Apart from testing visual page elements, you can also run in-app experiments throughout the product stack to locate new revenue opportunities. For example, you can test in-app subscription flows, search algorithms or navigation flows to improve product UX. 

  Key features :

  • Multivariate and multi-arm bandit tests 
  • Multi-step (funnel) split tests 
  • Collaborative experiment tracking dashboard 
  • Target users by different attributes (URL, device, geo-data) 
  • Personal library of creative elements 
  • Funnel analytics, session records, and heatmaps available 

  Pros

  • Free starter plan is available (similar to Google Optimize)
  • Simple tracking code installation and easy code editor
  • Offers online reporting dashboards and report downloads 
  • Slice-and-dice reports by different audience dimensions
  • No impact on website/app loading speed and performance 

  Cons

  • Multivariate testing is only available on a higher-tier plan 
  • Annual contract required, despite monthly billing 
  • Mobile app A/B split tests require another licence 
  • Requires ongoing user training 

  Price : Free limited plan available. 

  Then from $356/month, billed annually. 

  Google Optimize vs VWO : The Verdict 

  The free plan on VWO is very similar to Google Optimize. You get access to A/B testing and split URL testing features for websites only. The visual editing tool is relatively simple — and you can use URL or device targeting. 

  Free VWO reports, however, lack the advertised depth in terms of behavioural or funnel-based reporting. In-depth insights are available only to premium users. Extra advertised features like heatmaps, form analytics and session recordings require yet another subscription. With Matomo Cloud, you get all three of these together with A/B testing. 

  ConvertFlow 

  

  ConvertFlow markets itself as a funnel optimisation app for eCommerce and SaaS companies. It meshes lead generation tools with some CRO workflows. 

  With ConvertFlow, you can effortlessly design opt-in forms, pop-ups, quizzes and even entire landing pages using pre-made web elements and a visual builder. Afterwards, you can put all of these assets to a “field test” via the ConvertFlow CRO platform. Select among pre-made templates or create custom variants for split or multivariate testing. You can customise tests based on URLs, cookie data and user geolocation among other factors. 

  Similar to Adobe Target, ConvertFlow also allows you to run tests targeted at specific customer segments in your CRM. The app has native integrations with HubSpot and Salesforce, so this feature is easy to enable. ConvertFlow also offers advanced targeting and segmentation options, based on user on-site behaviour, demographics data or known interests.

  Key features :

  • Create and test landing pages, surveys, quizzes, pop-ups, surveys and other lead-gen assets. 
  • All-in-one funnel builder for creating demand-generation campaigns 
  • Campaign personalisation, based on on-site activity 
  • Re-usable dynamic visitor segments for targeting 
  • Multi-step funnel design and customisation 
  • Embedded forms for split testing CTAs on existing pages 

  Pros

  • Allows controlling the traffic split for each variant to get objective results 
  • Pre-made integration with Google Analytics and Google Tag Manager 
  • Conversion and funnel reports, available for each variant 
  • Access to a library with 300+ conversion campaign templates
  • Apply progressive visitor profiling to dynamically adjust user experiences 

  Cons

  • Each plan covers only $10K views. Each extra 10k costs another $20/mo 
  • Only one website allowed per account (except for Teams plan) 
  • Doesn’t support experiments in mobile app 
  • Not all CRO features are available on a Pro plan. 

  Price : Access to CRO features costs from $300/month on a Pro plan. Subscription costs also increase, based on the total number of monthly views. 

  Google Optimize vs CovertFlow : The Verdict 

  ConvertFlow is equally convenient to use in conjunction with Google Analytics as Google Optimize is. But the similarities end up here since ConvertFlow combines funnel design features with CRO tools. 

  With ConvertFlow, you can run more advanced experiments and apply more targeting criteria than with Google Optimize. You can observe user behaviour and conversion rates across multi-step CTA forms and page funnels, plus benefit from first-touch attribution reporting without switching apps. 

  Though CovertFlow has a free plan, it doesn’t include access to CRO features. Meaning it’s not a free alternative to Google Optimize.

  Comparison of the Top 5 Google Optimize Alternatives

  Feature	Google Optimize	Adobe Target	Matomo A/B test	Optimizely	VWO	ConvertFlow
  Supported channels	Web	Web, mobile, social media, email	Web, mobile, email, digital campaigns	Websites & mobile apps	Websites, web and mobile apps	Websites and mobile apps
  A/B testing
  Easy GA integration
  Integrations with other web analytics apps
  Audience segmentation	Basic	Advanced	Advanced	Advanced	Advanced	Advanced
  Geo-targeting
  Behavioural targeting	Basic	Advanced	Advanced	Advanced	Advanced	Advanced
  Heatmaps			No extra cost with Matomo Cloud	〰️ *via integrations	〰️ *requires another subscription
  Session recordings			No extra cost with Matomo Cloud		〰️ *requires another subscription
  Multivariate testing (MVT)
  Dynamic personalisation					〰️ *only on higher account tiers	〰️ *only on the highest account tiers
  Product recommendations				〰️ *requires another subscription	〰️ *requires another subscription
  Support	Self-help desk on a free tier	Email, live-chat, phone support	Email, self-help guides and user forum	Knowledge base, online tickets, user community	Self-help guides, email, phone	Knowledge base, email, and live chat support
  Price	Freemium	On-demand	From €19 for Cloud subscription From €199/year as plugin for On-Premise	On-demand	Freemium From $365/mo	From $300/month

  Conclusion 

  Google Optimize has served marketers well for over five years. But as the company decided to move on — so should you. 

  Oher A/B testing tools like Matomo, Optimizely or VWO offer better funnel analytics and split testing capabilities without any usage caps. Also, tools like Adobe Target, Optimizely, and VWO offer advanced content personalisation, based on aggregate analytics. However, they also come with much higher subscription costs.

  Matomo is a robust, compliant and cost-effective alternative to Google Optimize. Our tool allows you to schedule campaigns across all digital mediums (and even desktop apps !) without a

• The 7 GDPR Principles : A Guide to Compliance

  11 août 2023, par Erin — Analytics Tips, GDPR

  We all knew it was coming. It’s all anyone could talk about — the General Data Protection Regulation (GDPR) took effect on 25 May 2018. 

  You might think five years would have been plenty of time for organisations to achieve compliance, yet many have failed to do so. As of 2022, 81% of French businesses and 95% of American companies were still not compliant.

  If you’re one of these organisations still working on compliance, this blog will provide valuable information about the seven GDPR principles and guide you on your way to compliance. It will also explore how web analytics tools can help organisations improve transparency, ensure data security and achieve GDPR compliance.

  What is GDPR ?

  The European Union (EU) created the General Data Protection Regulation (GDPR) to grant individuals greater control over their data and promote transparency in data processing. 

  Known by many other names across Europe (e.g., RGPD, DSGVO, etc.), the GDPR created a set of rules surrounding the handling of personal data of EU citizens and residents, to make sure organisations aren’t being irresponsible with user names, locations, IP addresses, information gleaned from cookies, and so on. 

  Organisations must assume several responsibilities to achieve GDPR compliance, regardless of their physical location. These obligations include :

  • Respecting user rights
  • Implementing documentation and document retention policies
  • Ensuring data security 

  Why is GDPR compliance important ?

  Data has become a valuable asset for businesses worldwide. The collection and use of data is a feature of almost every sector. However, with increased data usage comes a greater responsibility to protect individuals’ privacy and rights. 

  A YouGov study conducted in 17 key markets found that two in three adults worldwide believe tech corporations across all markets have too much control over their data.

  

  GDPR is the most extensive government framework aiming to tackle the increasing concern over data collection and handling. GDPR safeguards personal data from misuse, unauthorised access and data breaches. It ensures that businesses handle information responsibly and with respect for individual privacy. It also provided a foundation for similar laws to be created in other countries, including China, which is among the least concerned regions (56%), along with Sweden (54%) and Indonesia (56%).

  GDPR has been pivotal in safeguarding personal data and empowering individuals with more control over their information. Compliance with GDPR builds trust between businesses and their customers. Currently, 71% of the countries in the world are covered by data protection and privacy legislation.

  What are the risks of non-compliance ?

  We’ve established the siginficance of GDPR, but what about the implications — what does it mean for your business ? The consequences of non-compliance can be severe and are not worth being lax about. 

  According to Article 83 of the GDPR, you can be penalised up to 4% of your annual global revenue or €20 million, whichever is higher, for violations. For smaller businesses, such substantial fines could be devastating. Non-compliance could even result in legal action from individuals or data protection authorities, leading to further financial losses.

  Potential outcomes are not just legal and financial. GDPR violations can significantly damage your reputation as a company. Non-compliance could also cost you business opportunities if your policies and processes do not comply and, therefore, do not align with potential partners. Customers trust businesses that take data protection seriously over those that do not.

  

  Finally, and perhaps the most timid outcome on the surface, individuals have the right to complain to data protection authorities if they believe you violate their data rights. These complaints can trigger an investigation, and if your business is found to be breaking the rules, you could face all of the consequences mentioned above. 

  You may think it couldn’t happen to you, but GDPR fines have collectively reached over €4 billion and are growing at a notable rate. Fines grew 92% from H1 2021 compared with H1 2022. A record-breaking €1.2 billion fine to Meta in 2023 is the biggest we’ve seen, so far. But smaller businesses can be fined, too. A bank in Hungary was fined €1,560 for not erasing and correcting data when the subject requested it. (Individuals can also be fined in flagrant cases, like a police officer fined €1,400 for using police info for private purposes.)

  

  The 7 GDPR principles and how to comply

  You should now have a good understanding of GDPR, why it’s important and the consequences of not being compliant. 

  Your first step to compliance is to identify the personal data your organisation processes and determine the legal basis for processing each type. You then need to review your data processing activities to ensure they align with the GDPR’s purpose and principles.

  There are seven key principles in Article 5 of the GDPR that govern the lawful processing of personal data :

  Lawfulness, fairness and transparency

  This principle ensures you collect and use data in a legal and transparent way. It must be collected with consent, and you must tell your customers why you need their data. Data processing must be conducted fairly and transparently. 

  How to comply

  • Review your data practices and identify if and why you collect personal data from customers.
    • Learn what personally identifiable information (PII) is.
  • Update your website and forms to include a clear and easy-to-understand explanation of why you need their data and what you’ll use it for.
  • Obtain explicit consent from individuals when processing their sensitive data.
  • Add a cookie consent banner to your website, informing users about the cookies you use and why.
    • Website analytics tools like Google Analytics and Matomo offer the ability to create cookie consent banners and integrate with Consent Management Platforms (CMPs) to manage user consent and privacy settings.
    • Matomo also offers a setting without tracking cookies, in which case you would not need to add the cookie consent banner. 
  • Privacy notices must be accessible at all times. 
  • To ensure your cookies are GDPR compliant, you must :
    • Get consent before using any cookies (except strictly necessary cookies). 
    • Clearly explain what each cookie tracks and its purpose.
    • Document and store user consent.
    • Don’t refuse access to services if users do not consent to the use of certain cookies.
    • Make the consent withdrawal process simple. 

  Use tools like Matomo that can be configured to automatically anonymise data so you don’t process any personal data.

  Purpose limitation

  You can only use data for the specific, legitimate purposes you told your visitors, prospects or customers about at the time of collection. You can’t use it for anything else without asking again. 

  How to comply

  • Define the specific purposes for collecting personal data (e.g., processing orders, sending newsletters).
  • Ensure you don’t use the data for any other purposes without getting explicit consent from the individuals.

  Data minimisation

  Data minimisation means you should only collect the data you need, aligned with the stated purpose. You shouldn’t gather or store more data than necessary. Implementing data minimisation practices ensures compliance and protects against data breaches.

  How to comply

  • Identify the minimum data required for each purpose.
  • Conduct a data audit to identify and eliminate unnecessary data collection points.
  • Don’t ask for unnecessary information or store data that’s not essential for your business operations.
  • Implement data retention policies to delete data when it is no longer required.

  Accuracy

  You are responsible for keeping data accurate and up-to-date at all times. You should have processes to promptly erase or correct any data if you have incorrect information for your customers.

  How to comply

  • Implement a process to regularly review and update customer data.
  • Provide an easy way for customers to request corrections to their data if they find any errors.

  Storage limitation

  Data should not be kept longer than necessary. You should only hold onto it for as long as you have a valid reason, which should be the purpose stated and consented to. Securely dispose of data when it is no longer needed. There is no upper time limit on data storage. 

  How to comply

  • Set clear retention periods for the different types of data you collect.
  • Develop data retention policies and adhere to them consistently.
  • Delete data when it’s no longer needed for the purposes you specified.

  Integrity and confidentiality

  You must take measures to protect data from unauthorised or unlawful access, like keeping it locked away and secure.

  How to comply

  • Securely store personal data with encryption and access controls, and keep it either within the EU or somewhere with similar privacy protections. 
  • Train your staff on data protection and restrict access to data only to those who need it for their work.
  • Conduct regular security assessments and address vulnerabilities promptly.

  Accountability

  Accountability means that you are responsible for complying with the other principles. You must demonstrate that you are following the rules and taking data protection seriously.

  How to comply

  • Appoint a Data Protection Officer (DPO) or someone responsible for data privacy in your company.
  • Maintain detailed records of data processing activities and any data breaches.
  • Data breaches must be reported within 72 hours.

  Compliance with GDPR is an ongoing process, and it’s vital to review and update your practices regularly. 

  What are GDPR rights ?

  Individuals are granted various rights under the GDPR. These rights give them more control over their personal data.

  

  The right to be informed : People can ask why their data is required.

  What to do : Explain why personal data is required and how it will be used.

  The right to access : People can request and access the personal data you hold about them.
  What to do : Provide a copy of the data upon request, free of charge and within one month.

  The right to rectification : If data errors or inaccuracies are found, your customers can ask you to correct them.
  What to do : Promptly update any incorrect information to ensure it is accurate and up-to-date.

  The right to object to processing : Your customers have the right to object to processing their data for certain purposes, like direct marketing.
  What to do : Respect this objection unless you have legitimate reasons for processing the data.

  Rights in relation to automated decision-making and profiling : GDPR gives individuals the right not to be subject to decisions based solely on automated processing, including profiling, if it significantly impacts them.
  What to do : Offer individuals the right to human intervention and express their point of view in such cases.

  The right to be forgotten : Individuals can request the deletion of their data under certain circumstances, such as when the data is no longer necessary or when they withdraw consent.
  What to do : Comply with such requests unless you have a legal obligation to keep the data.

  The right to data portability : People can request their personal data in a commonly used and machine-readable format.
  What to do : Provide the data to the individual if they want to transfer it to another service provider.

  The right to restrict processing : Customers can ask you to temporarily stop processing their data, for example, while they verify its accuracy or when they object to its usage.
  What to do : Store the data during this period but do not process it further.

  Are all website analytics tools GDPR compliant ?

  Unfortunately, not all web analytics tools are built the same. No matter where you are located in the world, if you are processing the personal data of European citizens or residents, you need to fulfil GDPR obligations.

  While your web analytics tool helps you gain valuable insights from your user base and web traffic, they don’t all comply with GDPR. No matter how hard you work to adhere to the seven principles and GDPR rights, using a non-compliant tool means that you’ll never be fully GDPR compliant.

  When using website analytics tools and handling data, you should consider the following :

  Collection of data

  Aligned with the lawfulness, fairness and transparency principle, you must collect consent from visitors for tracking if you are using website analytics tools to collect visitor behavioural data — unless you anonymise data entirely with Matomo.

  

  To provide transparency, you should also clarify the types of data you collect, such as IP addresses, device information and browsing behaviour. Note that data collection aims to improve your website’s performance and understand your audience better.

  Storage of data

  Assure your visitors that you securely store their data and only keep it for as long as necessary, following GDPR’s storage limitation principle. Clearly state the retention periods for different data types and specify when you’ll delete or anonymise it.

  Usage of data

  Make it clear that to comply with the purpose limitation principle, the data you collect will not be used for other purposes beyond website analytics. You should also promise not to share data with third parties for marketing or unrelated activities without their explicit consent. 

  Anonymisation and pseudonymisation

  Features like IP anonymisation to protect users’ privacy are available with GA4 (Google Analytics) and Matomo. Describe how you use these tools and mention that you may use pseudonyms or unique identifiers instead of real names to safeguard personal data further.

  Cookies and consent

  Inform visitors that your website uses cookies and other tracking technologies for analytics purposes. Matomo offers customisable cookie banners and opt-out options that allow users to choose their preferences regarding cookies and tracking, along with cookieless options that don’t require consent banners. 

  Right to access and correct data

  Inform visitors of their rights and provide instructions on requesting information. Describe how to correct inaccuracies in their data and update their preferences.

  Security measures

  Assure visitors that you take data security seriously and have implemented measures to protect their data from unauthorised access or breaches. You can also use this opportunity to highlight any encryption or access controls you use to safeguard data.

  Contact information

  Provide contact details for your company’s Data Protection Officer (DPO) and encourage users to reach out if they have any questions or concerns about their data and privacy.

  When selecting web analytics tools, consider how well they align with GDPR principles. Look for features like anonymisation, consent management options, data retention controls, security measures and data storage within the EU or a similarly privacy-protecting jurisdiction. 

  Matomo offers an advanced GDPR Manager. This is to make sure websites are fully GDPR compliant by giving users the ability to access, withdraw consent, object or erase their data, in addition to the anonymizing features. 

  And finally, when you use Matomo, you have 100% data ownership — stored with us in the EU if you’re using Matomo Cloud or on your own servers with Matomo On-Premise — so you can be data-driven and still be compliant with worldwide privacy laws. We are also trusted across industries as we provide accurate data (no trying to fill in the gaps with AI), a robust API that lets you connect your data to your other tools and cookieless tracking options so you don’t need a cookie consent banner. What’s more, our open-source nature allows you to explore the inner workings, offering the assurance of security firsthand. 

  Ready to become GDPR compliant ?

  Whether you’re an established business or just starting out, if you work with data from EU citizens or residents, then achieving GDPR compliance is essential. It doesn’t need to cost you a fortune or five years to get to compliant status. With the right tools and processes, you can be on top of the privacy requirements in no time at all, avoiding any of those hefty penalties or the resulting damage to your reputation. 

  You don’t need to sacrifice powerful data insights to be GDPR compliant. While Google Analytics uses data for its ‘own purposes’, Matomo is an ethical alternative. Using our all-in-one web analytics platform means you own 100% of your data 100% of the time. 

  Start a 21-day free trial of Matomo — no credit card required.

  Disclaimer

  We are not lawyers and don’t claim to be. The information provided here is to help give an introduction to GDPR. We encourage every business and website to take data privacy seriously and discuss these issues with your lawyer if you have any concerns.