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• Running Windows XP In 2016

  2 janvier 2016, par Multimedia Mike

  I have an interest in getting a 32-bit Windows XP machine up and running. I have a really good yet slightly dated and discarded computer that seemed like a good candidate for dedicating to this task. So the question is : Can Windows XP still be installed from scratch on a computer, activated, and used in 2016 ? I wasn’t quite sure since I have heard stories about how Microsoft has formally ended support for Windows XP as of the first half of 2014 and I wasn’t entirely sure what that meant.

  Spoiler : It’s still possible to install and activate Windows XP as of the writing of this post. It’s also possible to download and install all the updates published up until support ended.

  The Candidate Computer
  This computer was assembled either in late 2008 or early 2009. It was a beast at the time.

  
  
  Click for a larger image
  

  It was built around the newly-released NVIDIA GTX 280 video card. The case is a Thermaltake DH-101, which is a home theater PC thing. The motherboard is an Asus P5N32-SLI Premium with a Core 2 Duo X6800 2.93 GHz CPU on board. 2 GB of RAM and a 1.5 TB hard drive are also present.

  The original owner handed it off to me because their family didn’t have much use for it anymore (too many other machines in the house). Plus it was really, obnoxiously loud. The noisy culprit was the stock blue fan that came packaged with the Intel processor (seen in the photo) whining at around 65 dB. I replaced the fan and brought the noise level way down.

  As for connectivity, the motherboard has dual gigabit NICs (of 2 different chipsets for some reason) and onboard wireless 802.11g. I couldn’t make the latter work and this project was taking place a significant distance from my wired network. Instead, I connected a USB 802.11ac dongle and antenna which is advertised to work in both Windows XP and Linux. It works great under Windows XP. Meanwhile, making the adapter work under Linux provided a retro-computing adventure in which I had to modify C code to make the driver work.

  So, score 1 for Windows XP over Linux here.

  The Simple Joy of Retro-computing
  One thing you have to watch out for when you get into retro-computing is fighting the urge to rant about the good old days of computing. Most long-time computer users have a good understanding of the frustration that computers keep getting faster by orders of magnitude and yet using them somehow feels slower and slower over successive software generations.
  

  This really hits home when you get old software running, especially on high-end hardware (relative to what was standard contemporary hardware). After I got this new Windows XP machine running, as usual, I was left wondering why software was so much faster a few generations ago.

  Of course, as mentioned, it helps when you get to run old software on hardware that would have been unthinkably high end at the software’s release. Apparently, the minimum WinXP specs as set by MS are a 233 MHz Pentium CPU and 64 MB of RAM, with 1.5 GB of hard drive space. This machine has more than 10x the clock speed (and 2 CPUs), 32x the RAM, and 1000x the HD space. Further, I’m pretty sure 100 Mbit ethernet was the standard consumer gear in 2001 while 802.11b wireless was gaining traction. The 802.11ac adapter makes networking quite pleasant.

  Purpose
  Retro-computing really seems to be ramping up in popularity lately. For some reason, I feel compelled to declare at this juncture that I was into it before it was cool.

  Why am I doing this ? I have a huge collection of old DOS/Windows computer games. I also have this nerdy obsession with documenting old video games in the MobyGames database. I used to do a lot of this a few years ago, tracking the effort on my gaming blog. In the intervening years, I have still collected a lot of old, unused, unloved video games, usually either free or very cheap while documenting my collection efforts on that same blog.

  So I want to work my way through some of this backlog, particularly the games that are not yet represented in the MobyGames database, and even more pressing, ones that the internet (viewed through Google at least) does not seem to know about. To that end, I thought this was a good excuse to get Windows XP on this old machine. A 32-bit Windows XP machine is capable of running any software advertised as supporting Windows XP, Windows ME, Windows 98, Windows 95, and even 16-bit Windows 3.x (I have games for all these systems). That covers a significant chunk of PC history. It can probably be made to run DOS games as well, but those are (usually) better run under DosBox. In order to get the right display feel, I even invested in a (used) monitor sporting a 4:3 aspect ratio. If I know these old games, most will be engineered and optimized for that ratio rather than the widescreen resolutions seen nowadays.

  I would also like to get back to that Xbox optical disc experimentation I was working on a few years ago. Another nice feature of this motherboard is that it still provides a 40-pin IDE/PATA adapter which makes the machine useful for continuing that old investigation (and explains why I have that long IDE cable to no where pictured hanging off the board).

  The Messy Details
  I did the entire installation process twice. The first time was a bumbling journey of discovery and copious note-taking. I still have Windows XP installation media that includes service pack 2 (SP2), along with 2 separate licenses that haven’t been activated for a long time. My plan was to install it fresh, then install the relevant drivers. Then I would investigate the Windows update and activation issues and everything should be fine.

  So what’s the deal with Windows Update for XP, and with activations ? Second item first : it IS possible to still activate Windows XP. The servers are still alive and respond quickly. However, as always, you don’t activate until you’re sure everything is working at some baseline. It took awhile to get there.

  As for whether Windows Update still works for XP, that’s a tougher question. Short answer is yes ; longer answer is that it can be difficult to kick off the update process. At least on SP2, the “Windows Update” program launches IE6 and navigates to a special microsoft.com URL which initiates the update process (starting with an ActiveX control). This URL no longer exists.

  From what I can piece together from my notes, this seems to be the route I eventually took :

  1. Install Windows XP fresh
  2. Install drivers for the hardware ; fortunately, Asus still has all the latest drivers necessary for the motherboard and its components but it’s necessary to download these from another network-connected PC since the networking probably won’t be running “out of the box”
  3. Download the .NET 3.5 runtime, which is the last one supported by Windows XP, and install it
  4. Download the latest NVIDIA drivers ; this needs to be done after the previous step because the installer requires the .NET runtime ; run the driver installer and don’t try to understand why it insists on re-downloading .NET 3.5 runtime before installation
  5. While you’re downloading stuff on other computers to be transported to this new machine, be sure to download either Chrome or Firefox per your preference ; if you try to download via IE6, you may find that their download pages aren’t compatible with IE6
  6. Somewhere along the line (I’m guessing as a side effect of the .NET 3.5 installation), the proper, non-IE6-based Windows Update program magically springs to life ; once this happens, there will be 144 updates (in my case anyway) ; installing these will probably require multiple reboots, but SP3 and all known pre-deprecation security fixes will be installed
  7. Expect that, even after installing all of these, a few more updates will appear ; eventually, you’ll be at the end of the update road
  8. Once you’re satisfied everything is working satisfactorily, take the plunge and activate your installation

  Residual Quirks
  Steam runs great on Windows XP, as do numerous games I have purchased through the service. So that opens up a whole bunch more games that I could play on this machine. Steam’s installer highlights a curious legacy problem of Windows XP– it seems there are many languages that it does not support “out of the box” :

  
  
  

  It looks like the Chinese options and a few others that are standard now weren’t standard 15 years ago.

  Also, a little while after booting up, I’ll get a crashing error concerning a process called geoforms.scr. This appears to be NVIDIA-related. However, I don’t notice anything obviously operationally wrong with the system.

  Regarding DirectX support, DirectX 9 is the highest version officially supported by Windows XP. There are allegedly methods to get DirectX 10 running as well, but I don’t care that much. I did care, briefly, when I realized that a bunch of the demos for the NVIDIA GTX 280 required DX10 which left me wondering why it was possible to install them on Windows XP.

  Eventually, by installing enough of these old games, I fully expect to have numerous versions of .NET, DirectX, QT, and Video for Windows installed side by side.

  Out of curiosity, I tried playing a YouTube HD/1080p video. I wanted to see if the video was accelerated through my card. The video played at full speed but I noticed some tearing. Then I inspected the CPU usage and noticed that the CPU was quite loaded. So either the GTX 280 doesn’t have video acceleration, or Windows XP doesn’t provide the right APIs, or Chrome is not able to access the APIs in Windows XP, or perhaps some combination of the foregoing.

  Games are working well, though. I tried one of my favorite casual games and got sucked into that for, like, an entire night because that’s what casual games do. But then, I booted up a copy of WarCraft III that I procured sometime ago. I don’t have any experience with the WarCraft universe (RTS or MMO) but I developed a keen interest in StarCraft II over the past few years and wanted to try WarCraft III. Unfortunately, I couldn’t get WarCraft III to work correctly on several different Windows 7 installations (movies didn’t play, which left me slightly confused as to what I was supposed to do).

  Still works beautifully on the new old Windows XP machine.

  The post Running Windows XP In 2016 first appeared on Breaking Eggs And Making Omelettes.

• 7 Ecommerce Metrics to Track and Improve in 2024

  12 avril 2024, par Erin

  You can invest hours into market research, create the best ads you’ve ever seen and fine-tune your budgets. But the only way to really know if your digital marketing campaigns move the needle is to track ecommerce metrics.

  It’s time to put your hopes and gut feelings aside and focus on the data. Ecommerce metrics are key performance indicators that can tell you a lot about the performance of a single campaign, a traffic source or your entire marketing efforts. 

  That’s why it’s essential to understand what ecommerce metrics are, key metrics to track and how to improve them. 

  Ready to do all of the above ? Then, let’s get started.

  What are ecommerce metrics ? 

  An ecommerce metric is any metric that helps you understand the effectiveness of your digital marketing efforts and the extent to which users are taking a desired action. Most ecommerce metrics focus on conversions, which could be anything from making a purchase to subscribing to your email list.

  You need to track ecommerce metrics to understand how well your marketing efforts are working. They are essential to helping you run a cost-effective marketing campaign that delivers a return on investment. 

  For example, tracking ecommerce metrics will help you identify whether your digital marketing campaigns are generating a return on investment or whether they are actually losing money. They also help you identify your most effective campaigns and traffic sources. 

  Ecommerce metrics also help you spot opportunities for improvement both in terms of your marketing campaigns and your site’s UX. 

  For instance, you can use ecommerce metrics to track the impact on revenue of A/B tests on your marketing campaigns. Or you can use them to understand how users interact with your website and what, if anything, you can do to make it more engaging.

  What’s the difference between conversion rate and conversion value ?

  The difference between a conversion rate and a conversion value is that the former is a percentage while the latter is a monetary value. 

  There can be confusion between the terms conversion rate and conversion value. Since conversions are core metrics in ecommerce, it’s worth taking a minute to clarify. 

  Conversion rates measure the percentage of people who take a desired action on your website compared to the total number of visitors. If you have 100 visitors and one of them converts, then your conversion rate is 1%. 

  Here’s the formula for calculating your conversion rate :

  Conversion Rate (%) = (Number of conversions / Total number of visitors) × 100

  

  Using the example above :

  Conversion Rate = (1 / 100) × 100 = 1%

  Conversion value is a monetary amount you assign to each conversion. In some cases, this is the price of the product a user purchases. In other conversion events, such as signing up for a free trial, you may wish to assign a hypothetical conversion value. 

  To calculate a hypothetical conversion value, let’s consider that you have estimated the average revenue generated from a paying customer is $300. If the conversion rate from free trial to paying customer is 20%, then the hypothetical conversion value for each free trial signup would be $300 multiplied by 20%, which equals $60. This takes into account the number of free trial users who eventually become paying customers.

  So the formula for hypothetical conversion value looks like this :

  

  Hypothetical conversion value = (Average revenue per paying customer) × (Conversion rate)

  Using the values from our example :

  Hypothetical conversion value = $300 × 20% = $60

  The most important ecommerce metrics and how to track them

  There are dozens of ecommerce metrics you could track, but here are seven of the most important. 

  Conversion rate

  Conversion rate is the percentage of visitors who take a desired action. It is arguably one of the most important ecommerce metrics and a great top-level indicator of the success of your marketing efforts. 

  You can measure the conversion rate of anything, including newsletter signups, ebook downloads, and product purchases, using the following formula :

  

  Conversion rate = (Number of people who took action / Total number of visitors) × 100

  You usually won’t have to manually calculate your conversion rate, though. Almost every web analytics or ad platform will track the conversion rate automatically.

  Matomo, for instance, automatically tracks any conversion you set in the Goals report.

  

  As you can see in the screenshot, your site’s conversions are plotted over a period of time and the conversion rate is tracked below the graph. You can change the time period to see how your conversion rate fluctuates.

  If you want to go even further, track your new visitor conversion rate to see how engaging your site is to first-time visitors. 

  Try Matomo for Free

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  Cost per acquisition

  Cost per acquisition (CPA) is the average cost of acquiring a new user. You can calculate your overall CPA or you can break CPA down by email campaign, traffic source, or any other criteria. 

  Calculate CPA by dividing your total marketing cost by the number of new users you acquire.

  

  CPA = Total marketing cost​ / Number of new users acquired 

  So if your Google Ads campaign costs €1,000 and you acquire 100 new users, your CPA is €10 (1000/100=10).

  It’s important to note that CPA is not the same as customer acquisition cost. Customer acquisition cost considers the number of paying customers. CPA looks at the number of users taking a certain action, like subscribing to a newsletter, making a purchase, or signing up for a free trial.

  Cost per acquisition is a direct measure of your marketing efforts’ effectiveness, especially when comparing CPA to average customer spend and return on ad spend. 

  If your CPA is higher than the average customer spend, your marketing campaign is profitable. If not, then you can look at ways to either increase customer spend or decrease your cost per acquisition.

  Customer lifetime value

  Customer lifetime value (CLV) is the average amount of money a customer will spend with your ecommerce brand over their lifetime. 

  Customer value is the total worth of a customer to your brand based on their purchasing behaviour. To calculate it, multiply the average purchase value by the average number of purchases. For instance, if the average purchase value is €50 and customers make 5 purchases on average, the customer value would be €250.

  Use this formula to calculate customer value :

  

  Customer value = Average purchase value × Average number of purchases

  Then you can calculate customer lifetime value using the following formula :

  

  CLV = Customer value × Average customer lifespan

  In another example, let’s say you have a software company and customers pay you €500 per year for an annual subscription. If the average customer lifespan is 5 years, then the Customer Lifetime Value (CLV) would be €2,500.

  Customer lifetime value = €500 × 5 = €2,500

  Knowing how much potential customers are likely to spend helps you set accurate marketing budgets and optimise the price of your products. 

  Return on investment

  Return on investment (ROI) is the amount of revenue your marketing efforts generate compared to total spend. 

  It’s usually calculated as a percentage using the following formula :

  

  ROI = (Revenue / Total spend) × 100

  If you spend €1,000 on a paid ad campaign and your efforts bring in €5,000, then your ROI is 500% (5,000/1,000 × 100).

  With a web analytics tool like Matomo, you can quickly see the revenue generated from each traffic source and you can drill down further to compare different social media channels, search engines, referral websites and campaigns to get more granular view. 

  

  In the example above in Matomo’s Marketing Attribution feature, we can see that social networks are generating the highest amount of revenue in the year. To calculate ROI, we would need to compare the amount of investment to each channel. 

  Let’s say we invested $1,000 per year in search engine optimisation and content marketing, the return on investment (ROI) stands at approximately 2576%, based on a revenue of $26,763.48 per year. 

  Conversely, for organic social media campaigns, where $5,000 was invested and revenue amounted to $71,180.22 per year, the ROI is approximately 1323%. 

  Despite differences in revenue generation, both channels exhibit significant returns on investment, with SEO and content marketing demonstrating a much higher ROI compared to organic social media campaigns. 

  With that in mind, we might want to consider shifting our marketing budget to focus more on search engine optimisation and content marketing as it’s a greater return on investment.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

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  Return on ad spend

  Return on ad spend (ROAS) is similar to return on investment, but it measures the profitability of a specific ad or campaign.

  Calculate ROAS using the following formula :

  

  ROAS = Revenue / Ad cost 

  A positive ROAS means you are making money. If you generate €3 for every €1 you spend on advertising, for example, there’s no reason to turn off that campaign. If you only make €1 for every €2 you spend, however, then you need to shut down the campaign or optimise it. 

  Bounce rate

  Bounce rate is the percentage of visitors who leave your site without taking another action. Calculate it using the following formula :

  

  Bounce rate = (Number of visitors who bounce / Total number of visitors) × 100

  Some portion of users will always leave your site immediately, but you should aim to make your bounce rate as low as possible. After all, every customer that bounces is a missed opportunity that you may never get again. 

  You can check the bounce rate for each one of your site’s pages using Matomo’s page analytics report. Web analytics tools like Google Analytics can track bounce rates for online stores also. 

  

  Bounce rate is calculated automatically. You can sort the list of pages by bounce rate allowing you to prioritise your optimisation efforts. 

  Don’t stop there, though. Explore bounce rate further by comparing your mobile bounce rate vs. desktop bounce rate by segmenting your traffic. This will highlight whether your mobile site needs improving. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

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  Click-through rate

  Your clickthrough rate (CTR) tells you the number of people who click on your ads as a percentage of total impressions. You can calculate it by dividing the number of clicks your ad gets by the total number of times people see it. 

  So the formula looks like this :

  

  CTR (%) = (Number of clicks / Total impressions​) × 100

  If an ad gets 1,000 impressions and 10 people click on it, then the CTR will be 10/1,000 × 100 = 1%

  You don’t usually need to calculate your clickthrough rate manually, however. Most ad platforms like Google Ads will automatically calculate CTR.

  What is considered a good ecommerce sales conversion rate ?

  This question is so broad it’s almost impossible to answer. The thing is, sales conversion rates vary massively depending on the conversion event and the industry. A good conversion rate in one industry might be terrible in another. 

  That being said, research shows that the average website conversion rate across all industries is 2.35%. Of course, some websites convert much better than this. The same study found that the top 25% of websites across all industries have a conversion rate of 5.31% or higher. 

  How can you improve your conversion rate ?

  Ecommerce metrics don’t just let you track your campaign’s ROI, they help you identify ways to improve your campaign. 

  Use these five tips to start improving your marketing campaign’s conversion rates today :

  Run A/B tests

  The most effective way to improve almost all of the ecommerce metrics you track is to test, test, and test again.

  A/B testing or multivariate testing compares two different versions of the same content, such as a landing page or blog post. Seeing which version performs better can help you squeeze as many conversions as possible from your website and ad campaigns. But only if you test as many things as possible. This should include :

  • Ad placement
  • Ad copy
  • CTAs
  • Headlines
  • Straplines
  • Colours
  • Design

  To create and analyse tests and their results effectively, you’ll need either an A/B testing platform or a web analytics solution like Matomo, which offers one out of the box.

  

  Matomo’s A/B Testing feature makes it easy to create and track tests over time, breaking down each test’s variations by the metrics that matter. It automatically calculates statistical significance, too, meaning you can be sure you’re making a change for the better. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

• A Guide to Ethical Web Analytics in 2024

  17 juin 2024, par Erin

  User data is more valuable and sought after than ever. 

  Ninety-four percent of respondents in Cisco’s Data Privacy Benchmark Study said their customers wouldn’t buy from them if their data weren’t protected, with 95% saying privacy was a business imperative. 

  Unfortunately, the data collection practices of most businesses are far from acceptable and often put their customers’ privacy at risk. 

  But it doesn’t have to be this way. You can ethically collect valuable and insightful customer data—you just need the right tools.

  In this article, we show you what an ethical web analytics solution can look like, why Google Analytics is a problem and how you can collect data without risking your customers’ privacy.

  What is ethical web analytics ?

  Ethical web analytics put user privacy first. These platforms prioritise privacy and transparency by only collecting necessary data, avoiding implicit user identification and openly communicating data practices and tracking methods. 

  Ethical tools adhere to data protection laws like GDPR as standard (meaning businesses using these tools never have to worry about fines or disruptions). In other words, ethical web analytics refrain from exploiting and profiting from user behaviour and data. 

  Unfortunately, most traditional data solutions collect as much data as possible without users’ knowledge or consent.

  Why does digital privacy matter ?

  Digital privacy matters because companies have repeatedly proven they will collect and use data for financial gain. It also presents security risks. Unsecured user data can lead to identity theft, cyberattacks and harassment. 

  Big tech companies like Google and Meta are often to blame for all this. These companies collect millions of user data points — like age, gender, income, political beliefs and location. Worse still, they share this information with interested third parties.

  After public outrage over data breaches and other privacy scandals, consumers are taking active steps to disallow tracking where possible. IAPP’s Privacy and Consumer Trust Report finds that 68% of consumers across 19 countries are somewhat or very concerned about their digital privacy. 

  There’s no way around it : companies of all sizes and shapes need to consider how they handle and protect customers’ private information. 

  Why should you use an ethical web analytics tool ?

  When companies use ethical web analytics tools they can build customer trust, boost their brand reputation, improve data security practices and future proof their website tracking solution. 

  Boost brand reputation

  The fallout from a data privacy scandal can be severe. 

  Just look at what happened to Facebook during the Cambridge Analytica data scandal. The eponymous consulting firm harvested 50 million Facebook profiles and used that information to target people with political messages. Due to the instant public backlash, Facebook’s stock tanked, and use of the “delete Facebook” hashtag increased by 423% in the following days.

  That’s because consumers care about data privacy, according to Deloitte’s Connected Consumer Study :

  • Almost 90 percent agree they should be able to view and delete data companies collect 
  • 77 percent want the government to introduce stricter regulations
  • Half feel the benefits they get from online services outweigh data privacy concerns.

  If you can prove you buck the trend by collecting data using ethical methods, it can boost your brand’s reputation. 

  Build trust with customers

  At the same time, collecting data in an ethical way can help you build customer trust. You’ll go a long way to changing consumer perceptions, too. Almost half of consumers don’t like sharing data, and 57% believe companies sell their data. 

  This additional trust should generate a positive ROI for your business. According to Cisco’s Data Privacy Benchmark Study, the average company gains $180 for every $100 they invest in privacy. 

  Improve data security

  According to IBM’s Cost of a Data Breach report, the average cost of a data breach is nearly $4.5 million. This kind of scenario becomes much less likely when you use an ethical tool that collects less data overall and anonymises the data you do collect. 

  Futureproof your web analytics solution

  The obvious risk of not complying with privacy regulations is a fine — which can be up to €20 million, or 4% of worldwide annual revenue in the case of GDPR.

  It’s not just fines and penalties you risk if you fail to comply with privacy regulations like GDPR. For some companies, especially larger ones, the biggest risk of non-compliance with privacy regulations is the potential sudden need to abandon Google Analytics and switch to an ethical alternative.

  If Data Protection Authorities ban Google Analytics again, as has happened in Austria, France, and other countries, businesses will be forced to drop everything and make an immediate transition to a compliant web analytics solution.

  When an organisation’s entire marketing operation relies on data, migrating to a new solution can be incredibly painful and time-consuming. So, the sooner you switch to an ethical tool, the less of a headache the process will be. 

  The problem with Google Analytics

  Google Analytics (GA) is the most popular analytics platform in the world, but it’s a world away from being an ethical tool. Here’s why :

  You don’t have data ownership

  Google Analytics is attractive to businesses of all sizes because of its price. Everyone loves getting something for free, but there’s still a cost — your and your customers’ data.

  That’s because Google combines the data you collect with information from the millions of other websites it tracks to inform its advertising efforts. It may also use your data to train large language models like Gemini. 

  It has a rocky history with GDPR laws

  Google and EU regulators haven’t always got along. For example, the German Data Protection Authority is investigating 200,000 pending cases against websites using GA. The platform has also been banned and added back to the EU-US Data Privacy Framework several times over the past few years. 

  You can use GA to collect data about EU customers right now, but there’s no guarantee you’ll be able to do so in the future. 

  It requires a specific setup to remain compliant

  While you can currently use GA in a GDPR-compliant way — owing to its inclusion in the EU-US Data Privacy Framework — you have to set it up in a very specific way. That’s because the platform’s compliance depends on what data you collect, how you inform users and the level of consent you acquire. You’ll still need to include an extensive privacy policy on your website. 

  What does ethical web analytics look like ?

  An ethical web analytics solution should put user privacy first, ensure compliance with regulations like GDPR, give businesses 100% control of the data they collect and be completely transparent about data collection and storage practices. 

  

  100% data ownership

  You don’t fully control customer data when you use Google Analytics. The search giant uses your data for its own advertising purposes and may also use it to train large language models like Gemini. 

  When you choose an ethical web analytics alternative like Matomo, you can ensure you completely own your data.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Respects user privacy

  It’s possible to track and measure user behaviour without collecting personally identifiable information (PII). Just look at the ethical web analytics tools we’ve reviewed below. 

  These platforms respect user privacy and conform to strict privacy regulations like GDPR, CCPA and HIPAA by incorporating some or all of the following features :

  • Opt-out mechanisms to let users refuse tracking
  • IP addresses anonymisation and other data anonymisation techniques
  • DoNotTrack options
  • Shorter expiration dates for tracking cookies

  In Matomo’s case, it’s all of the above. Better still, you can check our privacy credentials yourself. Our software’s source code is open source on GitHub and accessible to anyone at any time. 

  Compliant with government regulations

  While Google’s history with data regulations is tumultuous, an ethical web analytics platform should follow even the strictest privacy laws, including GDPR, HIPAA, CCPA, LGPD and PECR.

  But why stop there ? Matomo has been approved by the French Data Protection Authority (CNIL) as one of the few web analytics tools that French sites can use to collect data without tracking consent. So you don’t need an annoying consent banner popping up on your website anymore. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Complete transparency 

  Ethical web analytics tools will be upfront about their data collection practices, whether that’s in the U.S., EU, or on your own private servers. Look for a solution that refrains from collecting personally identifiable information, shows where data is stored, and lets you alter tracking methods to increase privacy even further. 

  Some solutions, like Matomo, will increase transparency further by providing open source software. Anyone can find our source code on GitHub to see exactly how our platform tracks and stores user data. This means our code is regularly examined and reviewed by a community of developers, making it more secure, too.

  Ethical web analytics solutions

  There are several options for an ethical web analytics tool. We list three of the best providers below. 

  Matomo

  Matomo is an open source web analytics tool and privacy-focused Google Analytics alternative used by over one million sites globally. 

  

  Matomo is fully compliant with prominent global privacy regulations like GDPR, CCPA and HIPAA, meaning you never have to worry about collecting consent when tracking user behaviour. 

  The data you collect is completely accurate since Matomo doesn’t use data sampling and is 100% yours. We don’t share data with third parties but can prove it. Our product source code is publicly available on GitHub. As a community-led project, you can download and install it yourself for free. 

  With Matomo, you get a full range of web analytics capabilities and behavioural analytics. That includes your standard metrics (think visitors, traffic sources, bounce rates, etc.), advanced features to analyse user behaviour like A/B Testing, Form Analytics, Heatmaps and Session Recordings. 

  Migrating to Matomo is easy. You can even import historical Google Analytics data to generate meaningful insights immediately. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Fathom

  Fathom Analytics is a lightweight privacy-focused analytics solution that launched in 2018. It aims to be an easy-to-use Google Analytics alternative that doesn’t compromise privacy. 

  

  Like Matomo, Fathom complies with all major privacy regulations, including GDPR and CCPA. It also provides 100% accurate, unsampled reports and doesn’t share your data with third parties. 

  While Fathom provides fairly comprehensive analytics reports, it doesn’t have some of Matomo’s more advanced features. That includes e-commerce tracking, heatmaps, session recordings, and more. 

  Plausible

  Plausible Analytics is another open source Google Analytics alternative that was built and hosted in the EU. 

  

  Launched in 2019, Plausible is a newer player in the privacy-focused analytics market. Still, its ultra-lightweight script makes it an attractive option for organisations that prioritise speed over everything else. 

  Like Matomo and Fathom, Plausible is GDPR and CCPA-compliant by design. Nor is there any cap on the amount of data you collect or any debate over whether the data is accurate (Plausible doesn’t use data sampling) or who owns the data (you do). 

  Matomo makes it easy to migrate to an ethical web analytics alternative

  There’s no reason to put your users’ privacy at risk, especially when there are so many benefits to choosing an ethical tool. Whether you want to avoid fines, build trust with your customers, or simply know you’re doing the right thing, choosing a privacy-focused, ethical solution like Matomo is taking a massive step in the right direction. 

  Making the switch is easy, too. Matomo is one of the few options that lets you import historical Google Analytics data, so starting from scratch is unnecessary. 

  Get started today by trying Matomo for free for 21-days. No credit card required. 

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