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• How to Use Web Analytics to Improve SEO

  5 janvier 2022, par erin — Analytics Tips

  Everyone wants their website to rank highly in Google — and that’s exactly why the world of SEO is so competitive.

  In order to succeed in such a crowded space, it’s essential to equip yourself with the right tools and processes to ensure your website is maximally optimised for search engines.

  If you’d like to improve your website’s SEO rankings, leveraging web analytics is one of the best places to start. Web analytics provides valuable insights to help you assess performance, user behaviour and optimisation opportunities.

  In this blog, we’ll cover:

  The basics of SEO and web analytics

  Before we discuss how to use web analytics for SEO, let’s start with a quick explanation of both.

  SEO (Search Engine Optimisation) encompasses a broad set of activities aimed at increasing a website’s position in search engine results pages (SERPs). When a user enters a query (e.g. ‘marketing agencies in Dallas’) in a search engine, the websites that appear near the top of the page are optimised for search engines and therefore ranking for that particular term. 

  Web analytics refers to the monitoring/assessment of metrics that track traffic sources and user behaviour on a website. This involves the use of a web analytics tool to collect, aggregate, organise and visualise website data so that meaningful conclusions can be drawn.

  The importance of website analytics for SEO

  SEO revolves around search engine algorithms – a set of rules that dictates a website’s ranking for a given search query (i.e. keyword). The algorithm takes numerous factors into account to determine a particular site’s SERP ranking. So, to achieve strong SEO, your website needs to exhibit qualities that the algorithm deems important. That’s where web analytics comes into play.

  Web analytics allows you to track key metrics and data points that affect how the algorithm ranks your website. For example, how much time do users spend on your site? Which external links are referring traffic to your site? How do your site’s Core Web Vitals stack up? 

  Understanding this data will supply you with the insights needed to make positive adjustments, ultimately improving your website’s SEO. 

  How do you analyse a website for SEO?

  The SEO analysis of a website needs to be focused on relevant data that’s applicable to search engine rankings. When conducting your website SEO analysis, here are some notable metrics and data fields to pay attention to:

  1. Bounce rate and dwell time

  These metrics denote how much time users spend on your website. If users frequently exit your site after only a few seconds, Google may view this as a negative indicator. To reduce bounce rate and increase dwell time, you should work towards making your site’s content more captivating and ensuring that there aren’t any technical issues with your site (e.g. pages taking too long to load or not optimised for mobile).

  

  2. Broken/dead links

  Perform a technical analysis to scan your website for faulty links. If your site contains broken links that lead to 404 pages, this can detract from your website’s SEO rankings. Redirect those links to a related page or remove them.

  

  Matomo’s Crawling Errors report can give you instant access to this technical information so you can resolve it before it begins to impact your ranking.

  3. Scroll depth

  Measuring scroll depth (how far users scroll down the page) can help you gauge the quality of your content — and this goes hand-in-hand with bounce rate and dwell time. To assess scroll depth, you can use a Tag Manager to track the specific scroll percentage on your site’s pages.

  4. Transitions

  Studying how users transition from page to page within your site can help you understand their behaviour more holistically. Which pages do they tend to gravitate towards? Are there CTAs on your blog that aren’t driving many click-throughs? Optimising user journeys will, in turn, elevate the overall user experience on your site.

  

  5. Internal site search

  You can use site search tracking and reporting to learn what your audience is looking for. If you notice a trend (e.g. the majority of searches are for pricing because your pricing page isn’t in the navigation menu), this can inform both site architecture and content planning.

  

  Ecommerce sites in particular should be monitoring branded queries, especially in regards to brand misspellings that could be causing users to bounce off the site.

  6. Segments

  Separating your visitors into distinct segments can produce granular insights that paint a more accurate picture.

  For example, perhaps you notice that your bounce rate is far higher on mobile, or with users from the UK. In both cases, this knowledge will provide clarity on where to focus your optimisation efforts (e.g. mobile responsiveness, UK-specific content/landing pages, etc.).

  

  7. Acquisition channels

  It’s crucial to analyse where your website traffic is coming from. Among other things, reviewing your acquisition metrics will reveal which external websites are referring the most traffic to your website. 

  Links from external sites (also known as backlinks) are one of the most important ranking factors because this tells Google that your site is reputable and credible. So, you may choose to cultivate a relationship with these sites (or similar sites) by offering guest blogging and other link building initiatives.

  

  In addition to the above, you should also be monitoring your Core Web Vitals — which leads us to our next section.

  What are Core Web Vitals and why are they important?

  Core Web Vitals are a set of 3 primary metrics that reflect the general user experience of a website. These metrics are load time, interactivity and stability. 

  1. Load time (LCP) refers to the amount of time it takes for your website’s text and images to load.
  2. Interactivity (FID) refers to the amount of time it takes for user input areas (buttons, form fields, etc.) to become functional.
  3. Stability (CLS) refers to the visual/spatial integrity of your website. If text, images, and other elements tend to suddenly shift position when a user is viewing the site, this will hurt your CLS score.

  

  So, why are these Core Web Vitals metrics important for SEO? Generally speaking, Google prioritises user experience — and Core Web Vitals affect users’ satisfaction with a website. Furthermore, Google has confirmed that Core Web Vitals are, indeed, a ranking factor.

  Matomo enables you to track metrics for Core Web Vitals which we refer to as SEO Web Vitals.

  How to measure and track keyword performance

  We can’t talk about SEO and analytics without touching on keywords. Keywords (the words/phrases that users type in a search engine) are arguably the most cardinal component of SEO. So, outside of website performance, it’s also necessary to track the keywords your website is ranking for. 

  Recall from above that SEO is all about ranking highly on SERPs for certain search queries (i.e. keywords). To assess your Search Engine Keyword Performance, you can use an analytics tool to view Keyword reports for your website. These reports will show you which keywords your site ranks for, the average SERP position your site achieves for each keyword, the amount of traffic you receive from each keyword, and more.

  

  Digging into your keyword performance can help you identify valuable keyword opportunities and improvement goals.

  For example, upon reviewing your highest-traffic keywords, you may choose to create more blog content around those keywords to bolster your success. Or, perhaps you notice that your average position for a high-intent keyword is quite low. In that case, you could implement a targeted link building campaign to help boost your ranking for that keyword. 

  Final thoughts

  In this article, we’ve discussed the benefits of web analytics — particularly in regards to SEO. When it comes to selecting a web analytics tool, Google Analytics is by far the most popular choice. But that doesn’t make it the best.

  At Matomo, we’re committed to providing a superior alternative to Google Analytics. Matomo is a powerful, open-source web analytics platform that gives you 100% data ownership — protecting both your data and your customers’ privacy.

  Try our live demo or start a free 21-day trial now – no credit card required.

• Matomo’s 2021 Year in Review

  13 décembre 2021, par erin — Community

  2021 has been an exciting year at Matomo!

  We’re grateful for all community members who reported feedback and suggestions, our awesome team of translators for their work, and our Premium features customers and Matomo Cloud hosting customers for their amazing support. 

  We wanted to share some quick highlights to remind you of the exciting things that happened in 2021.

  Matomo continues to develop

  In 2021 we released a number of new features including:

  • SEO Web Vitals

  The new SEO Web Vitals feature helps you track your critical website performance metrics, which are a core element of SEO best practice.

  

  • Advertising Conversion Export 

  Measure the performance of your ads without giving up privacy.

  This exciting new feature supports privacy and compliance requirements by eliminating the need to put third-party advertising tracking codes on your site. Now marketers can easily import conversion data from Matomo into Google Ads, Microsoft Advertising or Yandex Ads.

  • Tracking Spam Prevention 

  Say goodbye to spammers & bots making your data inaccurate and say hello to reliable data. 

  This powerful plugin provides our self-hosting users various options to prevent spammers and bots from making data inaccurate so you can rely on your data again.

  • In 2021 we moved from Matomo 4.1.0 to Matomo 4.6.0, with our new releases delivering over 600 updates to improve the stability and functionality of the product.

  Some of our team’s favourite updates in 2021 included:

  • • Graphs now show a difference for data of “unfinished” and “complete” periods, with unfinished periods now indicated by a dashed line.
    • Improvements to Matomo Tag Manager’s debugger – now you can simply enter the URL in a form and click Debug.
    • Dashboards now show proportional evolution comparison for incomplete periods (rather than absolute values).
     
  • We also rolled out general bug fixes in Matomo Mobile 2.5 for iOS and Android.
  • Continuous improvements to Matomo for WordPress. 

  In other news

  • Au revoir, tracking consent. France’s data protection authority, Commission nationale de l’informatique et des libertés (CNIL), announced that Matomo is now exempt from tracking consent in France (under conditions).
  • We lowered the pricing for Matomo Cloud, the starting price is now 19 EUR or 19 USD per month.
  • For our self-hosting users, we introduced a 30-day Free Trial for Marketplace Premium Plugins. 

  If you haven’t explored our Marketplace yet, some of our most popular plugins include:

  • • Form Analytics
    • Search Engine Keyword Performance
    • Heatmaps and Session Recordings
     
  • Out of a substantial list of 320 products, Matomo was recognised by Capterra as a leading global Web Analytics Software solution for 2021.

  Matomo Community working together

  MatomoCamp 2021 was a massive success thanks to our passionate community, sponsors and speakers. This virtual event was run by the Matomo Community, for the Matomo Community. 

  

  Some of the most popular sessions included:

  • How to stay compliant with privacy regulations with Matomo 
  • Use Matomo properly for SEO (German)
  • How does risk for a DPO differ from classical risk perceptions?
  • Are we there yet? The present & future of surveillance societies
  • How to manage a Matomo with millions of pageviews per month?

  All MatomoCamp sessions are now available on-demand. Enjoy!

  More people are choosing ethical analytics 

  We surpassed the incredible milestone of 30K active Matomo for WordPress installations.

  How can you get involved in 2022?

  Our mission at Matomo is:

  “To create, as a community, the leading open digital analytics platform, that gives every user full control of their data”

  Join our mission by writing about Matomo on your blog, website, Twitter, talk at conferences or let your friends and colleagues know what is Matomo. 

  Use the Matomo forum if you have any questions or feedback (free support), or purchase a Support Plan to get professional support and guidance.

  To improve Matomo in your language, consider contributing to translations.

  You can also support our efforts by purchasing Premium Features for Matomo or try our Matomo Cloud solution.

  Thank you for being part of our Matomo community, we wish you all the best for 2022!

• 5 Key Benefits of Using a Tag Manager

  12 décembre 2021, par erin — Analytics Tips, Marketing

  Websites today have become very complex to manage, and as you continue to look for ways to optimise your website, you’ll want to consider using a Tag Manager. 

  A Tag Manager will help your marketing team seamlessly track how your visitors are engaging with your website’s elements. Without a Tag Manager, you are missing out on business-altering insights.

  In this blog, we'll cover:

  Tag Manager overview 

  A Tag Manager (AKA Tag Management System or TMS) is a centralised system for implementing, managing and tracking events. A tag is just another word for a piece of code on a website that tracks a specific event. 

  An example of a tag tracking code might be Facebook pixels, ad conversions and other website activities such as signing up to a newsletter or PDF download. 

  Triggers are the actual actions that website visitors take that activate the tag. Examples of triggers are things like: 

  • A thank you page view to show that a visitor has completed a conversion action
  • Clicking a download or sign up button 
  • Scroll depth or how far down users are scrolling on your webpage 

  Each of these will give you insights into how your website is performing and how your users are engaging with your content. Going back to the scroll depth trigger example, this would be particularly helpful for validating bounce rate and finding out where users are dropping off on a page. Discover other ways to take advantage of tags and event tracking. 

  

  5 key benefits of a Tag Manager

  1. Removes the risks of website downtime 

  Tags are powerful for in-depth web analytics. However, tagging opens up the potential for non-technical team members to break the front-end of your website in a couple of clicks. 

  A Tag Manager reduces that risk. For example, Matomo Tag Manager lets you preview tags to see if they are firing before pushing them live. You can also give specific users restricted access so you can approve any tagging before it goes live. 

  Tag Managers protect the functionality of your website and ensure that there is no downtime.

  2. Your website will load faster 

  When it comes to the success of your website, page speed is one of the most important factors. 

  Each time you add a tag to your site, you run the risk of slowing down the page speed. This can quickly build up to a poor performing site and frustrate your visitors.

  You can’t track tags if visitors won’t even stay long enough for your site to load. In fact, 1 in 4 visitors would abandon a website that takes more than 4 seconds to load. According to Deloitte, just a 0.1 second difference in loading speed can affect every step of your customer journey. 

  A Tag Manager, on the other hand, is a lightweight option only requiring one single tag. Using a Tag Manager to track events can make all the difference to your website’s performance and user experience.

  3. Greater efficiency for marketing

  Time is critical in marketing. The longer it takes for a campaign to launch, the greater the chances are that you’re missing out on sales opportunities.

  Waiting for the IT team to tag a thank you page before setting an ad live is inefficient and impacts your bottom line.

  Equipping marketing with a Tag Manager means that they’ll be able to launch campaigns faster and more effectively.

  Check out our Marketer’s Guide to Successful Website Event Tracking for more.

  4. Control all of your tracking and marketing tags in one place  

  Keeping track of what tags are on your site and where they’re located is a complicated task if you aren’t using a Tag Manager. Unmanaged tags can quickly pile up and result in errors with your analytics, like counting conversions twice. 

  Using a Tag Manager to centralise your tags in one easy to manage place reduces the chances of human errors. Instead, your team will be able to quickly see what tags are already in place so they aren’t doubling up on tracking.

  5. Reduce work for the IT team 

  Let’s face it, the IT team has more critical tasks at hand than adding tags to the website. Freeing up your IT team to focus on higher priority tasks should always be a goal.

  Tagging, while crucial for marketing, has the potential to create a lot of extra work for your website developers. Inserting code for each individual tag is time-consuming and means you aren’t collecting data in the meantime.

  Rather than overloading your IT team, empower your marketing team with the ability to add tags with a few clicks. 

  How to choose a Tag Management System

  There are many tools to choose from and the default option tends to be Google Tag Manager (GTM). But before you implement GTM or any other Tag Management Solution, we highly recommend asking these questions:

  1. What are my goals for a Tag Manager? Before purchasing a Tag Manager, or any tool for that matter, understanding your goals upfront is best practice.
  2. Does the solution offer Tag Manager training resources? If online Tag Manager training and educational resources are available for the tool, then you’ll be able to hit the ground running and start to see an ROI instantly.
  3. Can I get online support? In case you need any help with the tool, having access to online support is a big bonus. 
  4. Is it compliant with privacy regulations? If your business is already compliant, in the process of becoming compliant or future-proofing your tech stack for looming privacy regulations, then researching this is crucial. 
  5. How much does it cost? If it’s “free”, find out how and why. In most cases, free solutions are just vehicles for collecting data to advertise to your users. 
  6. What do others think about the Tag Manager? Check out reviews on sites like Capterra or G2 to find out how other businesses rate the tool. 

  Google Tag Manager alternative

  As privacy becomes a greater concern globally for end-users and governments, many businesses are looking for alternatives to the world’s largest advertising company – Google.

  Matomo Tag Manager is more than a Google Tag Manager alternative. With Matomo Tag Manager, you get a GDPR, HIPAA, CCPA and PECR compliant, open source Tag Manager and your data is 100% yours to own.

  Plus, with Matomo Tag Manager you only need one single tracking code for all of your website and tag analytics. No matter what you are tracking (scrolls, clicks, downloads, Heatmaps, visits, etc.), you will only ever need one piece of code on your website and one tool to manage it all. 

  The takeaway 

  Tagging is powerful but can quickly become complicated, risky and time-consuming. Tag Managers reduce these obstacles allowing you to set tags and triggers effortlessly. It empowers marketing teams, streamlines processes and removes the reliance on IT.

  Ready to try Matomo Tag Manager? Start your 21-day free trial now – no credit card required. 

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

  1er décembre 2021, par Joselyn Khor
  Exceeded Google Analytics' 10M hits data limit, now what?

  “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]

  What is a "hit" in Google Analytics?

  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 – a privacy-friendly Google Analytics alternative

  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 25M hits for USD3,241/month (or USD38,900/year) on the Essentials plan.

  Or even 25M hits for USD4,991/month (or USD59,900/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. 

  Try Matomo free for 21 days – no credit card required.

  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, check out our live online Matomo demo and start your free 21-day trial.

  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

• Use data to develop impactful video content

  28 septembre 2021, par Ben Erskine — Analytics Tips, Plugins

  Creating impactful video content is at the heart of what you do. How you really engage with your audience, change behaviours and influence customers to complete your digital goals. But how do you create truly impactful marketing content? By testing, trialling, analysing and ultimately tweaking and reacting to data-informed insights that gear your content to your audience (rather than simply producing great content and shooting arrows in the dark).

  Whether you want to know how many plays your video has, finish rates, how your video is consumed over time, how video was consumed on specific days or even which locations users are viewing your video content. Media Analytics will gather all of your video data in one place and provide answers to all of these questions (and much more).

  

  What is impactful video content?

  Impactful video content grabs your audience’s attention, keeps their attention and promotes them to take measurable action. Be that time spent on your website, goal completion or brand engagement (including following, commenting or sharing on social). Maybe you’ve developed video content, had some really great results, but not consistently, nor every time and it can be difficult to identify what exactly it is that engages and entices each and every time. And we all want to find where that lovely sweet spot is for your audience.

  Embedded video on your website can be a marketing piece that talks about the benefits of your product. Or can be educational or informative that support the brand and overall impression of the brand. And at the very best entertaining at the same time. 

  84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. Building trust, knowledge and engagement are simply quicker with video. Viewers interact more, and are engaged longer with video, they are more likely to take in the message and trust what they are seeing through educational, informative or even entertaining video marketing content than solely through reading content on a website. And even better they take action, complete goals on your website and engage with your brand (potentially long term).

  It is not only necessary to have embedded video content on your website, it needs to deliver all the elements of a well functioning website, creating the very best user experience is essential to keeping your viewers engaged. This includes ensuring the video is quick to load, on-brand, expected (in format and tone) and easy to use and/or find. Ensuring that your video content is all of these things can mean that your website users will stick around longer on your website, spend more time exploring (and reading) your website and ultimately complete more of your goals. With a great user experience, your users, in turn, are more likely to come back again to your website and trust your brand. 

  All great reasons to create impactful video content that supports your website and brand! And to analyse data around this behaviour to repeat (or better) the video content that really hits the mark.

  

  Let’s talk stats

  In terms of video marketing, there are stats to support that viewers retain 95% of a message when they view it in a video format. The psychology behind this should be fairly obvious. It is easier (and quicker) for humans to consume video and watch someone explain something than it is to read and take action. Simply look at the rise of YouTube for explanatory and instructional video content!

  And how about the 87% of marketers that report a positive ROI on using video in their marketing? This number has steadily increased since 2015 and matches the increase in video views over the years. This should be enough to demonstrate that video marketing is the way forward, however it needs to be the right type of video to create impact and engagement.

  Do you need more reasons to consider honing and refining your video content for your audience? And riding this wave of impactful video marketing success?

  

  But, how do we do that?

  So, how do you make content that consistently converts your audience to engaged customers? The answer is in the numbers. The data. Collecting data on each and every piece of media that is produced and put out into the world. Measuring everything, from where it is viewed, how it is viewed, how much of it is viewed and what is your viewer’s action after the fact.

  While Vimeo and YouTube have their own video analytics they are each to their own, meaning a lot more work for you to combine and analyse your data before forming insights that are useful. 

  Your data is collected by external parties, and is owned and used by these platforms, for their own means. Using Web Analytics from Matomo to collect and collate media data can mean your robust data insights are all in one place. And you own the data, keeping your data private, clean and easy to digest. 

  Once your data is across a single platform, your time can be spent on analysing the data (rather than collating) and discovering those super valuable insights. Additionally, these insights can be collated and reported, in one place, and used to inform future digital and video marketing planning. Working with the data and alongside creative teams to produce video that talks to your audience in an impactful way.

  The more data that is collected the deeper the insights. Saving time and money across a single platform and with data-backed insights to inform decisions that can influence the time (and money) spent producing video content that truly hits the mark with your audience. No more wasted investment and firing into the dark without knowledge. 

  Interrogating the ideal length of your video media means it is more likely to be viewed to the end. Or understanding the play rate on your website of any video. How often is the video played? And which is played more often? Constant tweaking and updating of your video content planning can be informed by data-driven human-centric insights. By consistently tracking your media, analysing and forming insights you can build upon past work, and create a fuller picture of who your audience is and how they will engage with future video content. Understanding your media over time can lead to informed decisions that can impact the video content and the level of investment to deliver ROI that means something.

  

  Wrap Up

  Media Analytics puts you at the heart of video engagement. No more guessing at what your audience wants to see, how long or when. Make every piece of video content have the impact you want (and need) to drive engagement, goal completion and customer conversion. Create a user experience that keeps your users on your website for longer. Delivering on all of those delicious digital marketing goals and speaking the language of key stakeholders throughout the business. Back your digital marketing, with truly impactful content, and above all else deliver to your audience content that keeps them engaged and coming back for more.

  Don’t just take our word for it! Take a look at what Matomo can offer you with streamlined and insightful Media Analytics, all in one place. And go forth and create impactful content, that matters.

  Next steps:

  Check out our detailed user guide to Media Analytics

  Or, if you have questions, see our helpful Video & Audio Analytics FAQ’s