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• Your 6-step guide to increasing acquisition

  2 juillet 2019, par Matomo Core Team — Analytics Tips
  Your 6-step guide to increasing acquisition

  Want to save time and money, as well as increase conversions and acquisition ? Matomo Analytics is here to help with that !

  Let’s start by helping you create a website visitors’ acquisition strategy, without it you might be going in blind and missing opportunities that might’ve been easily found in your metrics.

  To help you craft a strategy for your site, check out the steps below !

  Step one : Get familiar with the Acquisition feature

  The easiest way is to start with Matomo’s Acquisition feature itself. Discover and take action on the marketing channels with the biggest ROI for your business. You’ll learn :

  How to get traffic from external websites : Find out who’s helping you succeed from external websites and convince them to do more of it. Get more traffic by proactively asking for : paid sponsorships ; guest blog posts ; or spending more advertising on the particular website.

  

  About Social Networks : Which social media channels are connecting with the audience you want ? Take the guesswork out by using only the ones you need. By finding out which social channels your ideal audience prefers, you can generate shareable, convincing and engaging content to drive shares and traffic through to your site.

  Campaigns : This helps you understand which marketing campaign is working and which isn’t. You can then shift your efforts to effectively gain more visitors with less costs. Keep track of every ad and content piece you show across internal and external channels to see which has the biggest impact on your business objectives.

  Enhanced SEO : Every acquisition plan needs a focus on maximising your Search Engine Optimization (SEO) efforts. When it comes to getting conclusive search engine referrer metrics, you need to be sure you’re getting ALL the insights to drive your SEO strategy. See keyword position rankings, integrate Google, Bing and Yahoo search consoles, and no longer be restricted with “keyword not defined” showing up in your keywords reports.

  >> Watch Acquisition introduction video (playtime : 2.54 minutes)

  Step two : Set your goals and monitor conversion funnels

  Let the Goals feature guide you

  Goals are essential for building your marketing strategy and getting new customers. The more goals you track, the more you learn about behavioural changes and modify pathways to impact acquisitions over time. 

  Are you checking :

  • Which channels are converting the best for your business ?
  • Which cities/countries are most popular ?
  • What devices will attract the most visitors ?
  • How engaged your visitors are before converting ?

  This way you can see if your campaigns (SEO, PPC, signups, blogs etc.) or optimising efforts (A/B Testing, Funnels) have made an impact with the time and investment you’ve put in.

  >> Watch Goals introduction video (playtime : 2.04 minutes)

  The Funnels feature leads you to success

  Conversion funnels give you the big picture on whether your acquisition plans are paying off and where they may be falling short. If the ultimate goal of your site is to drive conversions, then each funnel can tell you how effectively you’re driving traffic through to your desired outcome.

  >> Watch Funnels introduction video (playtime : 2.29 minutes)

  

  Step three : Measure the success of every touchpoint in your customer’s journey

  Multi Attribution feature

  Accurately identify channels where visitors first engage with your business, as well as the final channel they came from, before purchasing your product/service. This helps you make smarter decisions when determining acquisition spend to accurately calculate the Customer Acquisition Cost (CAC). Here you no longer falsely over-estimate investment in failing marketing channels.

  >> Watch Multi Attribution introduction video (playtime : 2.28 minutes)

  Step four : For ecommerce sites, understand who your customers are to increase sales

  Ecommerce feature to significantly increase $ potential

  If your website’s overall purpose is to generate revenue, the Ecommerce feature gives you comprehensive insights into your customer’s purchasing behaviours.

  This heavily reduces your risks when marketing products to potential customers as you’ll understand who to target, what to target them with and where further opportunities exist.

  >> Watch Ecommerce introduction video (playtime : 2.04 minutes)

  

  Step five : Make sure the forms on your website are easy to complete

  Form Analytics feature

  Once you get visitors through the funnel, the forms on your website are the final step to conversion and need special attention. If not done right, you could be missing out on converting a large portion of your visitors.

  Thankfully, you can now identify and fix pain points on the forms that are most important to your business’ success.

  >> Watch Form Analytics introduction video (playtime : 2.39 minutes)

  

  Step six : Discover what a customer journey looks like on a user-by-user basis and bring in key acquisition elements to your strategy

  Visitor Profiles tell you each visitors’ history

  The Profile feature summarises every visit, action and purchase made.

  Better understand :

  • Why your visitors viewed your website.
  • Why your returning visitors continue to view your website.
  • What specifically your visitors are looking for and whether they found it on your website.

  The benefit is being able to see how a combination of acquisition channels play a part in a single buyer’s journey.

  >> Watch Visitors introduction video (playtime : 1.46 minutes)

  

  To summarise

  This guide will set you on a path to creating a well-planned acquisition strategy. It’s the key to attracting and capturing the attention of potential visitors/leads, and successfully driving them through a funnel/buyer’s journey on your website.

  Because of Matomo’s reputation as a trusted analytics platform, the features above can be used to assist you in making smarter data-driven decisions. You can pursue different acquisition avenues with confidence and create a strategy that’s agile and ready for success, all while respecting user privacy.

• Exceeded GA’s 10M hits data limit, now what ?

  21 juin 2019, par Joselyn Khor
  Exceeded GA’s 10M hits data limit, now what ? Matomo has the answers

  “Your data volume (1XXM hits) exceeds the limit of 10M hits per month as outlined in our Terms of Service. If you continue to exceed the limit, we will stop processing new data on XXX 21, 2019. Learn more about possible solutions.”

  Yikes. Alarm bells were ringing when a Google Analytics free user came to us faced with this notice. Let’s call him ‘Mark’. Mark had reached the limits on the data he could collect through Google Analytics and was shocked by the limited options available to fix the problem, without blowing the budget. The thoughts racing through his head were :

  • “What happens to all my data ?”
  • “What if Google starts charging USD150K now ?”

  Then he came across Matomo and decided to get in touch with our support team …

  “Can you fix this issue ?” he asked us.

  “Absolutely !” we said.

  We’ll get back to helping Mark in a minute. For now let’s go over why this was such a dilemma for him.

  In order to resolve this data limits issue, one of the solutions was for him to upgrade to Google Analytics 360, which meant shelling out USD150,000 per year for their 1 billion hits per month option. Going from free to USD150,000 was too much of a stretch for a growing company.

  “Your data volume (1XXM hits) exceeds the limit of 10M hits per month …”, what did this message mean ?

  With the free version, Mark could collect up to 10 million “hits” per month, per account. Going over meant Google Analytics could stop collecting any more data for free as outlined in their Terms.

  Google Analytics’ Terms of Service (2018, sec. 2) states, “Subject to Section 15, the Service is provided without charge to You for up to 10 million Hits per month per account.”[1]

  In general, what’s a "hit" ?

  Data being sent to Google Analytics. It can be a transaction, event, social interaction or pageview - these all produce what Google calls a “hit”.

  

  And their Analytics Help Data Limits (n.d.) support page makes clear that : “If a property sends more hits per month to Analytics than allowed by the Analytics Terms of Service, there is no assurance that the excess hits will be processed. If the property’s hit volume exceeds this limit, a warning may be displayed in the user interface and you may be prevented from accessing reports.”[2]

  

  Possible solutions

  So the possible solutions given by Google Analytics’ Data Limits support page were (also shown in image below) :

  • To pay USD150K to upgrade to Google Analytics 360
  • To send fewer hits by setting up sampling
  • Or choose the slightly less relevant option to upgrade mobile app tracking to Google Analytics for Firebase.

  Without the means to pay, the free version was fast becoming inaccessible for Mark as he was facing a future where he risked no longer having access to up-to-date data used in his business’ reporting.

  Mark was facing a problem that potentially didn’t have a cost-effective solution.

  

  So what can you really do about it ?

  This is where we can help provide some assistance. If you’re reading this article, we’ll assume you can relate to Mark and share with you the advice on options we gave him.

  Options :

  One option posed by Google is for you to send fewer hits by auditing your data collection processes

  If you really don’t have the budget, you’ll need to reassess your data collection priorities and go over your strategies to see what is necessary to track, and what isn’t.

  • Make sure you know what you’re tracking and why. Look at what websites are being tracked by Google and into what properties.
  • Go through what data you’re tracking and decide what is or isn’t of value.
  • Set up data sampling, this however, will lead to inaccurate data.

  From here you can start to course correct. If you’ve found data you’re not using for analysis, get rid of these events/pageviews in your Google Analytics.

  But the limitations here are that eventually, you’re going to run out of irrelevant metrics and everything you’re tracking will be essential. So you’ll hit another brick wall and return to the same situation.

  Option 2 – Ignore and continue using the free version of Google Analytics

  With this option, you’ll have to bear the business risks involved by basing decisions off of analytics reports that may or may not be updated. In this case, you may still get contacted about exceeding the limits. As the free service is provided for only up to 10 million hits, once you’ve gone over them, you’re violating what’s stipulated in the Terms of Service. 

  There’s also the warning that “… you may be prevented from accessing reports” (Data limits, n.d.). So while we may not know for certain what Google Analytics will do, in this case it may be better to be safe rather than sorry by acting quickly to resolve it. 

  Option 3 –The Matomo solution. Upgrade to a web analytics platform that can handle your demanding data requirements

  Save money while continuing to gain valuable insights by moving over to Matomo Analytics (recommended)

  This is where you can save up to USD130,000 a year. As well as that, the transition from Google Analytics to the Matomo Cloud is a seamless experience as setup and maintenance is taken care of by our experts.

  For example, you can get up to 15M pageviews for USD1,612.50/month (or USD19,350/year) on the Essentials plan.

  Or even 25M pageviews for USD2400/month (or USD24000/year) on the Business plan – which offers additional web analytics and conversion optimization resources.

  Matomo Cloud is a great option if you’re looking for a secure, cost-effective and powerful analytics solution. You also get what Google Analytics could never offer you : full control and ownership of your own data and privacy. 

  No need to worry about losing your Google Analytics data because …

  Now you can import your historic Google Analytics data directly into your Matomo with the Google Analytics Importer tool. Simply follow the step-by-step guide to get started for free.

  Along with savings you can get :

  • A solution for the data limits issue forever. You choose the right plan to suit your data needs and adapt as you continue growing
  • 100% accurate data (no data sampling)
  • 100% data ownership of all your information without signing away your data to a third party
  • Powerful web analytics and conversion optimization features
  • Matomo Tag Manager
  • Easy setup
  • Support from Matomo’s specialists

  Learn more about Matomo Cloud pricing.

  

  Or go for Matomo On-Premise

  If you have the in-house infrastructure to support self-hosting Matomo on your own servers then there’s also the option of Matomo On-Premise. Here you’ll get full security knowing the data is on your own servers. 

  Setup will also require technical knowledge. There will also be costs associated with acquiring your own servers, and keeping up with regular maintenance and updates. With On-Premise you get maximum flexibility, with no data limits whatsoever. But if you’re coming over from Google Analytics and don’t have the infrastructure and team to host On-Premise, the Matomo Cloud could be right for you.

  Learn more about Matomo On-Premise.

  Where do you go from here ?

  Getting 10 millions hits per month is no small feat, it’s actually pretty fantastic. But if it means having to shell out USD150,000 just to be able to continue with Google Analytics, we feel your problem could be fixed with Matomo Cloud. You could then put the rest of the money you save to better use.

  If you choose Matomo, you now have the option to : 

  • Raise your data limits for a fraction of Google Analytics 360’s price
  • Get a comprehensive range of analytics features for the most impactful insights to ensure your website continues excelling
  • Get data that’s not sampled – meaning 100% accuracy in your reports
  • Migrate your data easily with the help of Matomo’s support team

  We’ll have you covered. 

  By sharing with you the options and advice we gave to Mark, we hope you’ll be able to find a solution that makes your life easier and solves the issue of data restrictions forever.

  The team at Matomo is here to help you every step of the way to ensure a stress-free transition from Google Analytics if that is what works best for you.

  For next steps, why not check out our pricing page to see what could suit your needs !

  References :

  [1] Terms of Service. (2018, July 24). In Google Analytics Terms of Service. Retrieved June 12, 2019, from https://www.google.com/analytics/terms/us.html

  [2] Data limits. (n.d.). In Analytics Help Data limits. Retrieved June 12, 2019, from https://support.google.com/analytics/answer/1070983?hl=en

• Easily track Events within Matomo Analytics thanks to Matomo Tag Manager

  7 juin 2019, par Matomo Core Team — Analytics Tips

  Easily track Events within Matomo Analytics thanks to Matomo Tag Manager

  Introduction

  In this article we’ll cover what events in Matomo Analytics are ; and how you can easily set them up thanks to Matomo Tag Manager.

  Key concepts within this article

  • Events
  • Quick definition of the Tag Management System
  • Matomo config
  • Creating triggers
  • Variables

  What are events in Matomo Analytics and why are they useful ?

  Events allow you to measure interactions on your website which are not defined by default. With them you can measure clicks on some elements of a page, such as, how visitors are interacting with dropdown menus, media players, scrolling behaviours etc. You can also use them to define goals which make them a key feature in Matomo Analytics. Learn more about tracking events in Matomo.

  You can easily access the Events report in Matomo Analytics by clicking on the Behaviour category :

  

  And you may read the following message and feel a bit frustrated :

  

  “There is no data for this report” is a nice way to say, “Hey, you are tracking just a tiny part of what Matomo Analytics can do for you.”

  Matomo is a great software, but it can’t guess what you want to track.

  In order for Matomo to register those event tracking interactions, you’ll need to explain it by adding a line of code similar to this one when the interaction happens :

   

  _paq.push(['trackEvent', 'Here you enter whatever you want', 'Here too', 'and here also']);

   

  Let’s imagine you want to track a click on an HTML button, your code will look something similar to this at the moment of the interaction :

  Click Me !

  As you can imagine, two main challenges will arise for non developers :

  1. How to access the source code ?
  2. How to define the interaction ?

  Luckily, Matomo Tag Manager makes those steps easy for you. Let’s see how the same tracking is implemented with Matomo Tag Manager.

  A quick definition of what Matomo Tag Manager is

  Matomo Tag Manager lets you manage all your tracking and marketing tags in one easy-to-access place. Please visit this page to learn more about Matomo Tag Manager. In order to start using it, you’ll need to copy/paste a tracking code, named a “container”, within the section of your pages.

  Once the container is on your website, all you need to do is to follow these simple steps :

  1. Add a Matomo Tag.
  2. Assign the condition to fire the tag (what we call the trigger).
  3. Publish your work.
  4. And enjoy

  1 – Add a Matomo Event tracking code

  All you have to do here is click on “CREATE NEW TAG”

  

  Once selected, just mention how you’d like this tag to be named (it is for your internal purpose here so always use an explicit tag name) and the Matomo configuration (the default configuration setting will be fine in most of the cases) :

  

  Then Matomo Tag Manager will ask you the type of tracking you’d like to deploy, in this case, this is an event so select “Event” :

  

  Then all you need is to indicate the values you’d like to push through your event :

  

  To put it in perspective, all we did here through Matomo Tag Manager was implement the equivalent of the following line of code :

  _paq.push(['trackEvent', 'Element interactions', 'Click button', 'Click Me']);

  Let’s now see how can we do this on click code part which we call a trigger.

  2 – Assign the condition to fire the tag

  In order to execute the event we’ll need to define when it will happen. You do this by clicking on Create a new trigger now :

  

  As the interaction we’d like to track is happening when a click occurs, it will be a click trigger, and as our button is not a link, we’ll select All Elements Click :

  

  Once selected you’ll need to be precise on the condition in which the event will be triggered. In this case we do not want to have events pushed every time someone is clicking on something on our website. We only want to track when they click on this specific button. That’s the reason why our trigger is set to fire only when the click occurs on an element which has an id and has the value “cta” :

  Once you click on the green button named CREATE NEW TRIGGER, you validate the tag by clicking on CREATE NEW TAG :

  

  

  Then you can move to the last part.

  3 – Publish your work

  Tag Managers are very powerful as they allow you to easily execute any JavaScript code, CSS or even text content on your websites.

  That’s why when you create your tag it doesn’t go live straight away on your website. In order to do this you need to publish your tag and this is what the “Publish” category is designed for :

  

  After that, click on the second button if you’re confident your tag and trigger are both ready to go live :

  

  4 – Enjoy

  Well done. As your tag is now live, every click made on this button will now be pushed to your Matomo Analytics account within :
  

  1. The visitor log report :

  

  2. The events report :

  

  You may now be asking, “That’s great, but can I collect something more exciting than clicks ?” 

  Of course you can ! This is what the Matomo Tag Manager is all about.

  As long as you can express it through a trigger you can really push whatever you want to Matomo Analytics. You can track scrolling patterns, an element visible on the page like an image, an ad or the time spent on the page. The options are now open to you with Tag Manager.

  Give them a try ! Change the triggers, start playing around with variables and discover that the possibilities are endless.

  Happy analytics,
  Matomo team