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• What is White Label Analytics ? Everything You Need to Know

  6 février 2024, par Erin

  Reports are a core part of a marketing agency’s offering. It’s how you build trust with clients by highlighting your efforts and demonstrating your results. 

  But all too often, those reports deliver a jarring and incohesive experience. The culprit ? The logos, colours and names of third-party brands your agency uses to deliver work and create the reports. 

  Luckily, there’s a way to make sure your reports elevate your agency’s stature ; not undermine it. 

  By white labelling your tools, you can deliver a clear and cohesive brand experience — one that strengthens the client relationship rather than diminishing it. 

  In this article, we explain what white label analytics tools are, why it’s important to white label your analytics solution and how you can do it using Matomo. 

  What is white label analytics ?

  White labelling is the process of redesigning a product or service using your company’s brand. The term comes from the act of putting a white label on a product that covers the original branding and allows the reseller to personalise the product.

  White label analytics, then, is a way to customise your analytics software with your agency’s logo and colours. When you white label your analytics, you ensure your reports, dashboards and interface provide a consistent and familiar user experience.

  

  The alternative is to provide your clients with an analytics report containing the logo and branding of your analytics software provider — whether that’s Google Analytics, Matomo, or another tool. 

  For some clients, it can create a confusing experience that takes attention away from your agency’s results.

  Why white label analytics is important

  There are plenty of reasons to white label your analytics tool, from improving your client’s experience to generating additional revenue. Here are four of the most important benefits to know :

  

  Improve the client experience

  You want your clients to have a seamless user experience with your agency’s brand, whether they visit your website, log into their client portal, or read one of your reports. 

  By white labelling your analytics platform, you can give your clients a visually appealing experience that stays in line with the rest of your branding and doesn’t leave them confused about who they are interacting with or which company is providing the service they pay for. 

  This is especially important if your agency uses other third-party tools like a client portal or productivity platform that also allows for custom branding. 

  Strengthen client relationships

  When you use white labelling to remove solution providers’ logos, you ensure your brand gets all of the credit for the hard work you’ve been doing. This can strengthen the agency-client relationship and reaffirm the importance of your agency. 

  But, white labelling allows you to tell a better story through your reports and increases the perceived value you offer. There are no other brands, logos, or names to confuse the narrative or detract from your key points — or to stop the client from understanding just how much value you provide. 

  Save time and increase productivity 

  White labelling your analytics platform can save your team a significant amount of time when creating client reports. 

  There’s no need to carefully screenshot graphs to add them to your own branded report. You can simply email clients a report using your white labelled analytics platform, assuring them of a seamlessly branded experience.

  The upshot is that your team can spend more time on billable work, improving the value they deliver to existing clients or opening up capacity to take on even more work. 

  Increase monetisation opportunities

  Whether you are an agency or consultant, white labelling an analytics solution gives you the opportunity to package and sell analytics as part of your own services. This can open up new revenue streams, help you to diversify your income, and reach a wider audience.

  The beauty of a white label offering is that there is no allusion to the company providing the underlying service.

  The most important elements of an analytics platform to white label 

  A white label analytics solution should offer a broad range of customisation options that range from surface-level branding to functional elements like tracking codes. 

  Below we take a look at the top components you should be able to customise with your chosen platform. 

  Logo and Favicon

  The logo is the first thing clients will see when they open up their analytics platform or look at your reports. It should make your services instantly recognisable, which is why it’s so jarring when clients read a report with another company’s brand slapped on every chart. 

  This should be the very first thing you change since it will be on almost every page and report your client views. Don’t stop there, however. If you send clients web-based reports, you’ll also want to change the platform’s favicon — the small logo you see next to your website in a browser. 

  Customising both your logo and favicon is easy with Matomo. 

  Just head to Administration, then General Settings and click Use a custom Logo under Brand settings.

  

  Upload your brand, click Save, and it will automatically populate your brand in place of the Matomo logo across the platform, just like in the image above.

  Brand name

  Most analytics platforms will mention their brand names repeatedly across the site, so it’s important to change these, too.

  Otherwise, you risk clients reading your analytics reports in detail or playing around with your platform’s settings and getting confused when another seemingly unrelated name keeps popping up. 

  Again, this is easily done with Matomo’s White Label plugin. 

  Head to Administration, then General Settings. Scroll to the bottom of the page to find WhiteLabel settings.

  Enter your brand or product name in the first box and click Save. 

  

  Just like your logo, this will replace every instance of Matomo’s brand name with your own.

  Brand colours

  Changing your analytics platform’s colours to match your own is almost as important as swapping out the logo. 

  Failure to do so could mean the charts and graphs you add to your client reports could cause confusion. 

  You can also use Matomo’s WhiteLabel settings to change the platform’s background and font colours. 

  Just enter a new header background and font colour using hexadecimal values.

  

  This change will also apply to automated email reports. 

  Custom tracking

  Tracking requests and links are an overlooked element of analytics when it comes to white labelling. Most people wouldn’t think twice about them, but they are an easy way for someone in the know to identify which platform you are using. 

  With Matomo’s White Label plugin, it’s possible to customise every request Matomo makes to your clients’ websites. 

  If left unbranded, tracking requests contain the following references : matomo.js and matomo.php. 

  By clicking the Whitelabel tracking endpoint box on the WhiteLabel settings page, those references will be replaced with js/tracker.js and js/tracker.php

  You’ll need to update your tracking code to reflect these changes, otherwise, requests will still contain Matomo branding. 

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  Links

  Finally, you’ll want to remove any links to any additional content offered by the analytics company. These are usually included to improve the user experience, but they are best removed if you are letting clients access your platform. 

  With Matomo, you can remove all links by clicking the relevant box in WhiteLabel settings. 

  You can also use the Show Marketplace only to Super Users checkbox to limit the visibility of Matomo’s Marketplace to everyone bar Super Users.

  Can you white label Google Analytics ?

  In a word : no. 

  Google Analytics might be the most popular analytics platform, but it comes up short if you want to customise its appearance. 

  This can be a particular problem for agencies that need to stand out from competitors offering the same generic reports. You can add more context, detail and graphs to your analytics reports, of course. But you’ll never be able to create completely custom, brand-cohesive reports using Google Analytics. 

  3 analytics platforms you can white label

  While you can’t white label Google Analytics, there are several web analytics providers that do offer a white labelling service. Here are three of the best :

  Matomo

  As you’ve already seen, Matomo is the ideal web analytics platform if you want to let your own brand shine through. Matomo lets you personalise the entire dashboard and all of your reports. That includes :

  • Adding your brand logo and favicon
  • Changing the font and background colours 
  • Removing third-party links
  • Tracking using custom URLs 
  • Develop your own custom theme

  Matomo offers a 21-day free trial (no credit card required). If you want to get remove the Matomo branding, you need the White Label plugin, which starts at just $179 per year after a free trial.

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  Clicky

  Clicky is a simple, privacy-focused web analytics platform with a white label offering. Like Matomo, you can add your logo and change the platform’s colours. 

  Clicky offers a seven-day free trial and charges a $99 setup fee, with prices starting from $49 and rising to $399. 

  Plausible 

  Plausible is another privacy-focused Google Analytics alternative that offers white labelling. The difference here is that it’s pretty complex to set up. 

  Rather than customising Plausible’s platform, for instance, you need to embed its dashboard into your own user interface. If you want to create your own custom dashboard, you’ll need to use an API. 

  Plausible offers a 30-day free trial.

  Leverage white label analytics today with Matomo

  Don’t put up with confusing unbranded clients a moment longer. White label your analytics platform so the next time you sit down to share insights with your clients, they’ll only see one brand : yours.

  Matomo makes it quick and easy to customise the look of your analytics platform and all of the reports you generate. If you already use Matomo, try the White Label plugin free for 30 days.

  If not, try Matomo with a free 21-day trial. No credit card required. 

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• Incrementality Testing : Quick-Start Guide (With Calculations)

  26 mars 2024, par Erin

  How do you know when a campaign is successful ? When you earn more revenue than last month ?

  Maybe.

  But how do you know how much of an impact a certain campaign or channel had on your sales ?

  With marketing attribution, you can determine credit for each sale.

  But if you want a deeper look, you need to understand the incremental impact of each channel and campaign.

  The way you do this ?

  Incrementality testing.

  In this guide, we break down what incrementality is, why it’s important and how to test it so you can double down on the activities driving the most growth.

  What is incrementality ?

  So, what exactly is incrementality ?

  Let’s say you just ran a marketing campaign for a new product. The launch was a success. Breakthrough numbers in your revenue. You used a variety of channels and activities to bring it all together.

  So, you launch a plan for next month’s campaign. But you don’t truly know what moved the needle.

  Did you just hit new highs because your audience is bigger ? And your brand is greater ?

  Or did the recent moves you made make a direct difference ?

  This is incrementality.

  

  Incrementality is growth directly attributed to marketing efforts beyond the overall impact of your brand. By measuring and conducting incrementality testing, you can clearly see how much of a difference each activity or channel truly impacted business growth. 

  What is incrementality testing ?

  Incrementality testing allows marketers to gauge the effectiveness of a marketing tactic or strategy. It tells you if a particular marketing activity had a positive, negative or neutral impact on your business. 

  It also tells you the overall impact it can have on your key performance indicators (KPIs). 

  The result ?

  You can pinpoint the highest-performing moves and incorporate them into your marketing workflows. You also discard marketing strategies with negligible, neutral or even negative impacts. 

  For example, let’s say you think a B2B LinkedIn ads campaign will help you reach your product launch goals. An incrementality test can tell you if the introduction of this campaign will help you get to the desired outcome.

  How incrementality testing works

  Before diving into your testing phase, you must clearly identify your KPIs.

  Here are the top KPIs you should be tracking on your website :

  • Ad impressions
  • Website visits
  • Leads
  • Sales

  The exact KPIs will depend on your marketing goals. You’re ready to move forward once you know your key performance indicators.

  Here’s how incrementality testing works step-by-step :

  1. Define a test and control group

  The first step is to define a test group and control group. 

  • A test group is a segment of your target audience that’s exposed to the marketing campaign. 
  • A control group is a segment that isn’t. 

  Keep in mind that both groups have similar demographics and other relevant characteristics. 

  2. Execute your campaign

  The second step is to run the marketing campaign on the test group. This can be a Facebook ad, LinkedIn ad or email marketing campaign.

  It all depends on your goals and your primary channels.

  3. Measure outcomes

  The third step is to measure the campaign’s impact based on your KPIs. 

  Let’s say a brand wants to see if a certain marketing move increases its leads. The test can tell them the number of email sign-ups with and without the campaign. 

  4. Compare results

  Next, compare the test group results with the control group. The difference in outcomes tells you the impact of that campaign. You can then use this difference to inform your future marketing strategies. 

  With Matomo, you can easily track results from campaigns — like conversions. 

  Our platform lets you quickly see what channels are getting the best results so you can gain insights into incrementality and optimise your strategy.

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  Why it’s important to conduct incrementality tests

  The digital marketing industry is constantly changing. Marketers need to stay on their toes to keep up. Incrementality tests help you stay on track.

  For example, let’s say you’re selling laptops. You can increase your warranty period to three years to see the impact on sales. An incrementality test will tell you if this move will boost your sales (and by how much).

  Now, let’s dive into the reasons why you need to consistently conduct incrementality tests :

  Determine the right tactics for success

  Identifying the best action to grow your business is a challenge every marketer faces.

  The best way to identify marketing tactics is by conducting incrementality testing. These tactics are bound to work since data back them. As a result, you can optimise your marketing budget and maximise your ROIs. 

  It lets you run multiple tests to identify the most impactful strategy between :

  • An email marketing strategy
  • A social media strategy 
  • A PPC ad

  For instance, an incrementality test might suggest email marketing will be more cost-effective than an ad campaign. What you can do is :

  • Expose the test group to the email marketing campaign and then compare the results with the control group
  • Expose the test group to the ad campaign and then compare its results with the control group

  Then, you can calculate the difference in results between the two marketing campaigns. This lets you focus on the strategy with a better ROI or ROAS potential. 

  Accurate data

  Marketing data is powerful. But getting accurate data can be challenging. With incrementality testing, you get to know the true impact of a marketing campaign. 

  Plus, with this testing strategy, you don’t have to waste your marketing budget. 

  With Matomo, you get 100% accurate data on all website activities. 

  Unlike Google Analytics, Matomo doesn’t rely on inaccurate data sampling — limiting the amount of data analysed.

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  Get the most out of your marketing investment

  Every business owner wants to maximise their return on investment. The ROI you get mainly depends on the marketing strategy. 

  For instance, email marketing offers an ROI of about 40:1 with some sources even reporting as high as 72:1.

  Incrementality testing helps you make informed investment decisions. With it, you can pinpoint the tactics that are most likely to bring the highest return. You can then focus your resources on them. It also helps you stay away from low-performing strategies. 

  Increase revenue

  It’s safe to say that the goal behind every marketing effort is a revenue boost. The higher your revenue, the more profits you generate. However, for many marketers, it’s an uphill battle. 

  With incrementality testing, you can boost your revenue by focusing your efforts in the right direction. 

  Get more traffic

  Incrementality testing tells you if a particular strategy can help you drive more traffic. You can use it to get more high-quality leads to your website or landing pages and double down on high-traffic strategies to increase those leads.

  How to test incrementality

  

  Developing an implementation plan is crucial to generate accurate insights from an incrementality test. Incrementality testing is like running a science experience. You need to go through several stages. Each stage is important for generating accurate results. 

  Here’s how you test incrementality :

  Define your goals

  Get clarity on what you want to achieve with this campaign. Which KPIs do you want to test ? Is it the return on your overall investment (ROI), return on ad spend (ROAS) or something else ?

  Segment your audience

  Selecting the right audience segment is crucial to getting accurate insights with an incrementality test. Decide the demographics and psychographics of the audience you want to target. Then, divide this audience segment into two sub-parts :

  • Test group (people you’ll expose to the marketing campaign)
  • Control group (people who won’t be exposed to the campaign)

  These groups are a part of the larger segment. This means people in both groups will have similar attributes. 

  Launch the test at the right time

  Before the launch, decide on the length of the test. Ideally, it should be at least one week. Don’t run any other campaigns in this window, as it can interfere with the results. 

  Analyse the data and take action

  Once the campaign is over, measure the results from both groups. Compare the data to identify incremental lift in your selected KPIs. 

  Let’s say you want to see if this campaign can boost your sales. Check to see if the test group responded differently than the control group. If the sales equal your desired outcome, you have a winning strategy. 

  Not all incrementality tests result in a positive incremental lift ; Some can be neutral, indicating that the campaign didn’t have any effect. Some can even indicate a negative lift, which means your core group performed better than the test group. 

  Lastly, take action based on the test findings. 

  Incrementality test examples 

  You can use incrementality testing to identify gaps and growth opportunities in your strategy. 

  Here’s an example :

  Let’s say a company runs an incrementality test on a YouTube marketing strategy for sales. The results indicate that the ROI was only $0.10, as the company makes $1.10 for every $1.00 spent. This alarms the marketing department and helps them optimise the campaign for a higher ROI. 

  Here’s another practical example :

  Let’s say a retail business wanted to test the effectiveness of its ad campaign. So, the retailer optimises its ad campaign after conducting an incrementality test on a test and control group. As a result, they experienced a 34% incremental increase in sales.

  How to calculate incrementality in marketing

  Once you’ve aggregated the data, it’s time to calculate. There are two ways to calculate incrementality :

  Incremental profit 

  The first one is incremental profit. It tells you how much profit you can generate with a strategy (If any). With it, you get the actual value of a marketing campaign. 

  It’s calculated with the following formula :

  Test group profit – control group profit = incremental profit 

  For example, let’s say you’re exposing a test group to a paid ads campaign. And it generates a profit of $3,000. On the other hand, the control group generated a $2,000 profit. 

  In this case, your incremental profit will be $1,000 ($3,000 – $2,000). 

  However, if the paid ads campaign generates a $2,000 profit, the incremental profit would be zero. Essentially, you’re generating the same profit as before, which means the campaign doesn’t work. Similarly, a marketing strategy is no good if it generates lower profits than the control group. 

  Incremental lift

  Incremental lift measures the difference in the conversions you generate with each group. 

  Here’s the formula :

  (Test – Control)/Control x 100 = Lift

  So, let’s say the test group and control group generated 2,000 and 1,000 conversions, respectively. 

  The incremental lift you’ll get from this incrementality test would be :

  (2,000 – 1,000)/1,000 x 100 = 100

  This turns out to be a 100% incremental lift.

  How to track incrementality with Matomo

  Incrementality testing lets you use a practical approach to identify the best marketing path for your business.

  It helps you develop a hyper-focused approach that gives you access to accurate and practical data. 

  With these insights, you can confidently move forward to maximise your ROI since it helps you focus on high-performing tactics. 

  The result is more revenue and profit for your business. 

  Plus, all you need to do is identify your target audience, divide them into two groups and run your test. Then, the results will be compared to determine if the marketing strategy offers any value. 

  Conducting incrementality tests may take time and expertise. 

  But, thanks to Matomo, you can leverage accurate insights for your incrementality tests to ensure you make the right decisions to grow your business.

  See for yourself why over 1 million websites choose Matomo. Try it free for 21-days now. No credit card required.

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• A Comprehensive Guide to Robust Digital Marketing Analytics

  30 octobre 2023, par Erin

  First impressions are everything. This is not only true for dating and job interviews but also for your digital marketing strategy. Like a poorly planned resume getting tossed in the “no thank you” pile, 38% of visitors to your website will stop engaging with your content if they find the layout unpleasant. Thankfully, digital marketers can access data that can be harnessed to optimise websites and turn those “no thank you’s” into “absolutely’s.”

  So, how can we transform raw data into valuable insights that pay off ? The key is web analytics tools that can help you make sense of it all while collecting data ethically. In this article, we’ll equip you with ways to take your digital marketing strategy to the next level with the power of web analytics.

  What are the different types of digital marketing analytics ?

  Digital marketing analytics are like a cipher into the complex behaviour of your buyers. Digital marketing analytics help collect, analyse and interpret data from any touchpoint you interact with your buyers online. Whether you’re trying to gauge the effectiveness of a new email marketing campaign or improve your mobile app layout, there’s a way for you to make use of the insights you gain. 

  As we go through the eight commonly known types of digital marketing analytics, please note we’ll primarily focus on what falls under the umbrella of web analytics. 

  1. Web analytics help you better understand how users interact with your website. Good web analytics tools will help you understand user behaviour while securely handling user data. 
  2. Learn more about the effectiveness of your organisation’s social media platforms with social media analytics. Social media analytics include user engagement, post reach and audience demographics. 
  3. Email marketing analytics help you see how email campaigns are being engaged with.
  4. Search engine optimisation (SEO) analytics help you understand your website’s visibility in search engine results pages (SERPs). 
  5. Pay-per-click (PPC) analytics measure the performance of paid advertising campaigns.
  6. Content marketing analytics focus on how your content is performing with your audience. 
  7. Customer analytics helps organisations identify and examine buyer behaviour to retain the biggest spenders. 
  8. Mobile app analytics track user interactions within mobile applications. 

  Choosing which digital marketing analytics tools are the best fit for your organisation is not an easy task. When making these decisions, it’s critical to remember the ethical implications of data collection. Although data insights can be invaluable to your organisation, they won’t be of much use if you lose the trust of your users. 

  Tips and best practices for developing robust digital marketing analytics 

  So, what separates top-notch, robust digital marketing analytics from the rest ? We’ve already touched on it, but a big part involves respecting user privacy and ethically handling data. Data security should be on your list of priorities, alongside conversion rate optimisation when developing a digital marketing strategy. In this section, we will examine best practices for using digital marketing analytics while retaining user trust.

  

  Clear objectives

  Before comparing digital marketing analytics tools, you should define clear and measurable goals. Try asking yourself what you need your digital marketing analytics strategy to accomplish. Do you want to improve conversion rates while remaining data compliant ? Maybe you’ve noticed users are not engaging with your platform and want to fix that. Save yourself time and energy by focusing on the most relevant pain points and areas of improvement.

  Choose the right tools for the job

  Don’t just base your decision on what other people tell you. Take the tool for a test drive — free trials allow you to test features and user interfaces and learn more about the platform before committing. When choosing digital marketing analytics tools, look for ones that ensure compliance with privacy laws like GDPR.

  Don’t overlook data compliance

  GDPR ensures organisations prioritise data protection and privacy. You could be fined up to €20 million, or 4% of the previous year’s revenue for violations. Without data compliance practices, you can say goodbye to the time and money spent on digital marketing strategies. 

  Don’t sacrifice data quality and accuracy

  Inaccurate and low-quality data can taint your analysis, making it hard to glean valuable insights from your digital marketing analytics efforts. Regularly audit and clean your data to remove inaccuracies and inconsistencies. Address data discrepancies promptly to maintain the integrity of your analytics. Data validation measures also help to filter out inaccurate data.

  Communicate your findings

  Having insights is one thing ; effectively communicating complex data findings is just as important. Customise dashboards to display key metrics aligned with your objectives. Make sure to automate reports, allowing stakeholders to stay updated without manual intervention. 

  Understand the user journey

  To optimise your conversion rates, you need to understand the user journey. Start by analysing visitors interactions with your website — this will help you identify conversion bottlenecks in your sales or lead generation processes. Implement A/B testing for landing page optimisation, refining elements like call-to-action buttons or copy, and leverage Form Analytics to make informed, data-driven improvements to your forms.

  Continuous improvement

  Learn from the data insights you gain, and iterate your marketing strategies based on the findings. Stay updated with evolving web analytics trends and technologies to leverage new growth opportunities.

  Why you need web analytics to support your digital marketing analytics toolbox

  You wouldn’t set out on a roadtrip without a map, right ? Digital marketing analytics without insights into how users interact with your website are just as useless. Used ethically, web analytics tools can be an invaluable addition to your digital marketing analytics toolbox. 

  The data collected via web analytics reveals user interactions with your website. These could include anything from how long visitors stay on your page to their actions while browsing your website. Web analytics tools help you gather and understand this data so you can better understand buyer preferences. It’s like a domino effect : the more you understand your buyers and user behaviour, the better you can assess the effectiveness of your digital content and campaigns. 

  Web analytics reveal user behaviour, highlighting navigation patterns and drop-off points. Understanding these patterns helps you refine website layout and content, improving engagement and conversions for a seamless user experience.

  

  Concrete CMS harnessed the power of web analytics, specifically Form Analytics, to uncover a crucial insight within their user onboarding process. Their data revealed a significant issue : the “address” input field was causing visitors to drop off and not complete the form, severely impacting the overall onboarding experience and conversion rate.

  Armed with these insights, Concrete CMS made targeted optimisations to the form, resulting in a substantial transformation. By addressing the specific issue identified through Form Analytics, they achieved an impressive outcome – a threefold increase in lead generation.

  This case is a great example of how web analytics can uncover customer needs and preferences and positively impact conversion rates. 

  Ethical implications of digital marketing analytics

  As we’ve touched on, digital marketing analytics are a powerful tool to help better understand online user behaviour. With great power comes great responsibility, however, and it’s a legal and ethical obligation for organisations to protect individual privacy rights. Let’s get into the benefits of practising ethical digital marketing analytics and the potential risks of not respecting user privacy : 

  • If someone uses your digital platform and then opens their email one day to find it filled with random targeted ad campaigns, they won’t be happy. Avoid losing user trust — and facing a potential lawsuit — by informing users what their data will be used for. Give them the option to consent to opt-in or opt-out of letting you use their personal information. If users are also assured you’ll safeguard personal information against unauthorised access, they’ll be more likely to trust you to handle their data securely.
  • Protecting data against breaches means investing in technology that will let you end-to-end encrypt and securely store data. Other important data-security best practices include access control, backing up data regularly and network and physical security of assets.
  • A fine line separates digital marketing analytics and misusing user data — many companies have gotten into big trouble for crossing it. (By big trouble, we mean millions of dollars in fines.) When it comes to digital marketing analytics, you should never cut corners when it comes to user privacy and data security. This balance involves understanding what data can be collected and what should be collected and respecting user boundaries and preferences.

  

  Learn more 

  We discussed a lot of facets of digital marketing analytics, namely how to develop a robust digital marketing strategy while prioritising data compliance. With Matomo, you can protect user data and respect user privacy while gaining invaluable insights into user behaviour. Save your organisation time and money by investing in a web analytics solution that gives you the best of both worlds. 

  If you’re ready to begin using ethical and robust digital marketing analytics on your website, try Matomo. Start your 21-day free trial now — no credit card required.

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