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• A Complete Guide to Metrics in Google Analytics

  11 janvier 2024, par Erin

  There’s no denying that Google Analytics is the most popular web analytics solution today. Many marketers choose it to understand user behaviour. But when it offers so many different types of metrics, it can be overwhelming to choose which ones to focus on. In this article, we’ll dive into how metrics work in Google Analytics 4 and how to decide which metrics may be most useful to you, depending on your analytics needs.

  However, there are alternative web analytics solutions that can provide more accurate data and supplement GA’s existing features. Keep reading to learn how to overcome Google Analytics limitations so you can get the more out of your web analytics.

  What is a metric in Google Analytics ?

  In Google Analytics, a metric is a quantitative measurement or numerical data that provides insights into specific aspects of user behaviour. Metrics represent the counts or sums of user interactions, events or other data points. You can use GA metrics to better understand how people engage with a website or mobile app. 

  Unlike the previous Universal Analytics (the previous version of GA), GA4 is event-centric and has automated and simplified the event tracking process. Compared to Universal Analytics, GA4 is more user-centric and lets you hone in on individual user journeys. Some examples of common key metrics in GA4 are : 

  • Sessions : A group of user interactions on your website that occur within a specific time period. A session concludes when there is no user activity for 30 minutes.
  • Total Users : The cumulative count of individuals who accessed your site within a specified date range.
  • Engagement Rate : The percentage of visits to your website or app that included engagement (e.g., one more pageview, one or more conversion, etc.), determined by dividing engaged sessions by sessions.

  

  Metrics are invaluable when it comes to website and conversion optimisation. Whether you’re on the marketing team, creating content or designing web pages, understanding how your users interact with your digital platforms is essential.

  GA4 metrics vs. dimensions

  GA4 uses metrics to discuss quantitative measurements and dimensions as qualitative descriptors that provide additional context to metrics. To make things crystal clear, here are some examples of how metrics and dimensions are used together : 

  • “Session duration” = metric, “device type” = dimension 
    • In this situation, the dimension can segment the data by device type so you can optimise the user experience for different devices.
  • “Bounce rate” = metric, “traffic source/medium” = dimension 
    • Here, the dimension helps you segment by traffic source to understand how different acquisition channels are performing. 
  • “Conversion rate” = metric, “Landing page” = dimension 
    • When the conversion rate data is segmented by landing page, you can better see the most effective landing pages. 

  You can get into the nitty gritty of granular analysis by combining metrics and dimensions to better understand specific user interactions.

  How do Google Analytics metrics work ?

  Before diving into the most important metrics you should track, let’s review how metrics in GA4 work. 

  

  1. Tracking code implementation

  The process begins with implementing Google Analytics 4 tracking code into the HTML of web pages. This tracking code is JavaScript added to each website page — it collects data related to user interactions, events and other important tidbits.

  2. Data collection

  As users interact with the website or app, the Google Analytics 4 tracking code captures various data points (i.e., page views, clicks, form submissions, custom events, etc.). This raw data is compiled and sent to Google Analytics servers for processing.

  3. Data processing algorithms

  When the data reaches Google Analytics servers, data processing algorithms come into play. These algorithms analyse the incoming raw data to identify the dataset’s trends, relationships and patterns. This part of the process involves cleaning and organising the data.

  4. Segmentation and customisation

  As discussed in the previous section, Google Analytics 4 allows for segmentation and customisation of data with dimensions. To analyse specific data groups, you can define segments based on various dimensions (e.g., traffic source, device type). Custom events and user properties can also be defined to tailor the tracking to the unique needs of your website or app.

  5. Report generation

  Google Analytics 4 can make comprehensive reports and dashboards based on the processed and segmented data. These reports, often in the form of graphs and charts, help identify patterns and trends in the data.

  What are the most important Google Analytics metrics to track ? 

  In this section, we’ll identify and define key metrics for marketing teams to track in Google Analytics 4. 

  

  1. Pageviews are the total number of times a specific page or screen on your website or app is viewed by visitors. Pageviews are calculated each time a web page is loaded or reloaded in a browser. You can use this metric to measure the popularity of certain content on your website and what users are interested in. 
  2. Event tracking monitors user interactions with content on a website or app (i.e., clicks, downloads, video views, etc.). Event tracking provides detailed insights into user engagement so you can better understand how users interact with dynamic content. 
  3. Retention rate can be analysed with a pre-made overview report that Google Analytics 4 provides. This user metric measures the percentage of visitors who return to your website or app after their first visit within a specific time period. Retention rate = (users with subsequent visits / total users in the initial cohort) x 100. Use this information to understand how relevant or effective your content, user experience and marketing efforts are in retaining visitors. You probably have more loyal/returning buyers if you have a high retention rate. 
  4. Average session duration calculates the average time users spend on your website or app per session. Average session duration = total duration of all sessions / # of sessions. A high average session duration indicates how interested and engaged users are with your content. 
  5. Site searches and search queries on your website are automatically tracked by Google Analytics 4. These metrics include search terms, number of searches and user engagement post-search. You can use site search metrics to better understand user intent and refine content based on users’ searches. 
  6. Entrance and exit pages show where users first enter and leave your site. This metric is calculated by the percentage of sessions that start or end on a specific page. Knowing where users are entering and leaving your site can help identify places for content optimisation. 
  7. Device and browser info includes data about which devices and browsers websites or apps visitors use. This is another metric that Google Analytics 4 automatically collects and categorises during user sessions. You can use this data to improve the user experience on relevant devices and browsers. 
  8. Bounce rate is the percentage of single-page sessions where users leave your site or app without interacting further. Bounce rate = (# of single-page sessions / total # of sessions) x 100. Bounce rate is useful for determining how effective your landing pages are — pages with high bounce rates can be tweaked and optimised to enhance user engagement.

  Examples of how Matomo can elevate your web analytics

  Although Google Analytics is a powerful tool for understanding user behaviour, it also has privacy concerns, limitations and a list of issues. Another web analytics solution like Matomo can help fill those gaps so you can get the most out of your analytics.

  

  1. Cross-verify and validate your observations from Google Analytics by comparing data from Matomo’s Heatmaps and Session Recordings for the same pages. This process grants you access to these advanced features that GA4 does not offer.

  

  1. Matomo provides you with greater accuracy thanks to its privacy-friendly design. Unlike GA4, Matomo can be configured to operate without cookies. This means increased accuracy without intrusive cookie consent screens interrupting the user experience. It’s a win for you and for your users. Matomo also doesn’t apply data sampling so you can rest assured that the data you see is 100% accurate.

  3. Unlike GA4, Matomo offers direct access to customer support so you can save time sifting through community forum threads and online documentation. Gain personalised assistance and guidance for your analytics questions, and resolve issues efficiently.

  

  4. Matomo’s Form Analytics and Media Analytics extend your analytics capabilities beyond just pageviews and event tracking.

     Tracking user interactions with forms can tell you which fields users struggle with, common drop-off points, in addition to which parts of the form successfully guide visitors towards submission.

     See first-hand how Concrete CMS 3x their leads using Matomo’s Form Analytics.

     Media Analytics can provide insight into how users interact with image, video, or audio content on your website. You can use this feature to assess the relevance and popularity of specific content by knowing what your audience is engaged by.

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  Final thoughts

  Although Google Analytics is a powerful tool on its own, Matomo can elevate your web analytics by offering advanced features, data accuracy and a privacy-friendly design. Don’t play a guessing game with your data — Matomo provides 100% accurate data so you don’t have to rely on AI or machine learning to fill in the gaps. Matomo can be configured cookieless which also provides you with more accurate data and a better user experience. 

  Lastly, Matomo is fully compliant with some of the world’s strictest privacy regulations like GPDR. You won’t have to sacrifice compliance for accurate, high quality data. 

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

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• 10 Customer Segments Examples and Their Benefits

  9 mai 2024, par Erin

  Now that companies can segment buyers, the days of mass marketing are behind us. Customer segmentation offers various benefits for marketing, content creation, sales, analytics teams and more. Without customer segmentation, your personalised marketing efforts may fall flat. 

  According to the Twilio 2023 state of personalisation report, 69% of business leaders have increased their investment in personalisation. There’s a key reason for this — customer retention and loyalty directly benefit from personalisation. In fact, 62% of businesses have cited improved customer retention due to personalisation efforts. The numbers don’t lie. 

  Keep reading to learn how customer segments can help you fine-tune your personalised marketing campaigns. This article will give you a better understanding of customer segmentation and real-world customer segment examples. You’ll leave with the knowledge to empower your marketing strategies with effective customer segmentation. 

  What are customer segments ?

  Customer segments are distinct groups of people or organisations with similar characteristics, needs and behaviours. Like different species of plants in a garden, each customer segment has specific needs and care requirements. Customer segments are useful for tailoring personalised marketing campaigns for specific groups.

  Personalised marketing has been shown to have significant benefits — with 56% of consumers saying that a personalised experience would make them become repeat buyers. 

  Successful marketing teams typically focus on these types of customer segmentation :

  

  1. Geographic segmentation : groups buyers based on their physical location — country, city, region or climate — and language.
  2. Purchase history segmentation : categorises buyers based on their purchasing habits — how often they make purchases — and allows brands to distinguish between frequent, occasional and one-time buyers. 
  3. Product-based segmentation : groups buyers according to the products they prefer or end up purchasing. 
  4. Customer lifecycle segmentation : segments buyers based on where they are in the customer journey. Examples include new, repeat and lapsed buyers. This segmentation category is also useful for understanding the behaviour of loyal buyers and those at risk of churning. 
  5. Technographic segmentation : focuses on buyers’ technology preferences, including device type, browser type, and operating system. 
  6. Channel preference segmentation : helps us understand why buyers prefer to purchase via specific channels — whether online channels, physical stores or a combination of both. 
  7. Value-based segmentation : categorises buyers based on their average purchase value and sensitivity to pricing, for example. This type of segmentation can provide insights into the behaviours of price-conscious buyers and those willing to pay premium prices. 

  Customer segmentation vs. market segmentation

  Customer segmentation and market segmentation are related concepts, but they refer to different aspects of the segmentation process in marketing. 

  Market segmentation is the broader process of dividing the overall market into homogeneous groups. Market segmentation helps marketers identify different groups based on their characteristics or needs. These market segments make it easier for businesses to connect with new buyers by offering relevant products or new features. 

  On the other hand, customer segmentation is used to help you dig deep into the behaviour and preferences of your current customer base. Marketers use customer segmentation insights to create buyer personas. Buyer personas are essential for ensuring your personalised marketing efforts are relevant to the target audience. 

  10 customer segments examples

  Now that you better understand different customer segmentation categories, we’ll provide real-world examples of how customer segmentation can be applied. You’ll be able to draw a direct connection between the segmentation category or categories each example falls under.

  One thing to note is that you’ll want to consider privacy and compliance when you are considering collecting and analysing types of data such as gender, age, income level, profession or personal interests. Instead, you can focus on these privacy-friendly, ethical customer segmentation types :

  1. Geographic location (category : geographic segmentation)

  The North Face is an outdoor apparel and equipment company that relies on geographic segmentation to tailor its products toward buyers in specific regions and climates. 

  For instance, they’ll send targeted advertisements for insulated jackets and snow gear to buyers in colder climates. For folks in seasonal climates, The North Face may send personalised ads for snow gear in winter and ads for hiking or swimming gear in summer. 

  The North Face could also use geographic segmentation to determine buyers’ needs based on location. They can use this information to send targeted ads to specific customer segments during peak ski months to maximise profits.

  2. Preferred language (category : geographic segmentation)

  Your marketing approach will likely differ based on where your customers are and the language they speak. So, with that in mind, language may be another crucial variable you can introduce when identifying your target customers. 

  Language-based segmentation becomes even more important when one of your main business objectives is to expand into new markets and target international customers — especially now that global reach is made possible through digital channels. 

  Coca-Cola’s “Share a Coke” is a multi-national campaign with personalised cans and bottles featuring popular names from countries around the globe. It’s just one example of targeting customers based on language.

  3. Repeat users and loyal customers (category : customer lifecycle segmentation)

  Sephora, a large beauty supply company, is well-known for its Beauty Insider loyalty program. 

  It segments customers based on their purchase history and preferences and rewards their loyalty with gifts, discounts, exclusive offers and free samples. And since customers receive personalised product recommendations and other perks, it incentivises them to remain members of the Beauty Insider program — adding a boost to customer loyalty.

  By creating a memorable customer experience for this segment of their customer base, staying on top of beauty trends and listening to feedback, Sephora is able to keep buyers coming back.

  

  4. New customers (category : customer lifecycle segmentation)

  Subscription services use customer lifecycle segmentation to offer special promotions and trials for new customers. 

  HBO Max is a great example of a real company that excels at this strategy : 

  They offer 40% savings on an annual ad-free plan, which targets new customers who may be apprehensive about the added monthly cost of a recurring subscription.

  This marketing strategy prioritises fostering long-term customer relationships with new buyers to avoid high churn rates. 

  5. Cart abandonment (category : purchase history segmentation)

  With a rate of 85% among US-based mobile users, cart abandonment is a huge issue for ecommerce businesses. One way to deal with this is to segment inactive customers and cart abandoners — those who showed interest by adding products to their cart but haven’t converted yet — and send targeted emails to remind them about their abandoned carts.

  E-commerce companies like Ipsy, for example, track users who have added items to their cart but haven’t followed through on the purchase. The company’s messaging often contains incentives — like free shipping or a limited-time discount — to encourage passive users to return to their carts. 

  Research has found that cart abandonment emails with a coupon code have a high 44.37% average open rate. 

  6. Website activity (category : technographic segmentation)

  It’s also possible to segment customers based on website activity. Now, keep in mind that this is a relatively broad approach ; it covers every interaction that may occur while the customer is browsing your website. As such, it leaves room for many different types of segmentation. 

  For instance, you can segment your audience based on the pages they visited, the elements they interacted with — like CTAs and forms — how long they stayed on each page and whether they added products to their cart. 

  Matomo’s Event Tracking can provide additional context to each website visit and tell you more about the specific interactions that occur, making it particularly useful for segmenting customers based on how they spend their time on your website. 

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  Amazon segments its customers based on browsing behaviour — recently viewed products and categories, among other things — which, in turn, allows them to improve the customer’s experience and drive sales.

  7. Traffic source (category : channel segmentation) 

  You can also segment your audience based on traffic sources. For example, you can determine if your website visitors arrived through Google and other search engines, email newsletters, social media platforms or referrals. 

  In other words, you’ll create specific audience segments based on the original source. Matomo’s Acquisition feature can provide insights into five different types of traffic sources — search engines, social media, external websites, direct traffic and campaigns — to help you understand how users enter your website.

  You may find that most visitors arrive at your website through social media ads or predominantly discover your brand through search engines. Either way, by learning where they’re coming from, you’ll be able to determine which conversion paths you should prioritise and optimise further. 

  8. Device type (category : technographic segmentation)

  Device type is customer segmentation based on the devices that potential customers may use to access your website and view your content. 

  It’s worth noting that, on a global level, most people (96%) use mobile devices — primarily smartphones — for internet access. So, there’s a high chance that most of your website visitors are coming from mobile devices, too. 

  However, it’s best not to assume anything. Matomo can detect the operating system and the type of device — desktop, mobile device, tablet, console or TV, for example. 

  By introducing the device type variable into your customer segmentation efforts, you’ll be able to determine if there’s a preference for mobile or desktop devices. In return, you’ll have a better idea of how to optimise your website — and whether you should consider developing an app to meet the needs of mobile users.

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  9. Browser type (category : technographic segmentation)

  Besides devices, another type of segmentation that belongs to the technographic category and can provide valuable insights is browser-related. In this case, you’re tracking the internet browser your customers use. 

  Many browser types are available — including Google Chrome, Microsoft Edge, Safari, Firefox and Brave — and each may display your website and other content differently. 

  So, keeping track of your customers’ preferred choices is important. Otherwise, you won’t be able to fully understand their online experience — or ensure that these browsers are displaying your content properly. 

  

  10. Ecommerce activity (category : purchase history, value based, channel or product based segmentation) 

  Similar to website activity, looking at ecommerce activity can tell your sales teams more about which pages the customer has seen and how they have interacted with them. 

  With Matomo’s Ecommerce Tracking, you’ll be able to keep an eye on customers’ on-site behaviours, conversion rates, cart abandonment, purchased products and transaction data — including total revenue and average order value.

  Considering that the focus is on sales channels — such as your online store — this approach to customer segmentation can help you improve the sales experience and increase profitability. 

  Start implementing these customer segments examples

  With ever-evolving demographics and rapid technological advancements, customer segmentation is increasingly complex. The tips and real-world examples in this article break down and simplify customer segmentation so that you can adapt to your customer base. 

  Customer segmentation lays the groundwork for your personalised marketing campaigns to take off. By understanding your users better, you can effectively tailor each campaign to different segments. 

  If you’re ready to see how Matomo can elevate your personalised marketing campaigns, try it for free for 21 days. No credit card required.

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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