Piwik

# open source web analytics

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  • Multivariate Testing vs A/B Testing (Quick-Start Guide)

    7 mars, par Erin

    Traditional advertising (think Mad Men) was all about slogans, taglines and coming up with a one-liner that was meant to change the world.

    But that type of advertising was extremely challenging to test, so it was hard to know if it worked. Most of the time, nobody knew if they were being effective with their advertising.

    Enter modern marketing: the world of data-driven advertising.

    Thanks to the internet and web analytics tools like Matomo, you can quickly test almost anything and improve your site.

    The question is, should you do multivariate testing or A/B testing?

    While both have their advantages, each has a specific use case.

    In this guide, we’ll break down the differences between multivariate and A/B testing, offer some pros and cons of each and show you some examples so you can decide which one is best for you.

    What is A/B testing?

    A/B testing, or split testing, is testing an individual element in a medium against another version of the same element to see which produces better results.

    What is a/b testing?

    A/B tests are conducted by creating two different versions of a digital landmark: a website, landing page, email, or advertisement.

    The goal? Figure out which version performs better.

    Let’s say, for example, you want to drive more sales on your core product page.

    You test two call-to-action buttons: “Buy Now” and “Add to Cart.”

    After running the test for two weeks, you see that “Buy Now” produced 1.2% conversions while “Add to Cart” produced 7.6%.

    In this scenario, you’ve found your winner: version B, “Add to Cart.”

    By conducting A/B tests regularly, you can optimise your site, increase engagement and convert more visitors into customers.

    Keep in mind that A/B testing isn’t perfect; it doesn’t always produce a win.

    According to Noah Kagan, founder of AppSumo, only 1 out of 8 A/B tests his company conducts produces significant change.

    Advantages of A/B testing

    A/B testing is great when you need to get an accurate result fast on a specific element of your marketing efforts.

    Whether it’s a landing page or product page, you can get quick results without needing a lot of traffic.

    A/B testing is one of the most widely accepted and used testing methods for marketers and business owners.

    When you limit the number of tracked variables used in a test, you can quickly deliver reliable data, allowing you to iterate and pivot quickly if necessary.

    This is a great way to test your marketing methods, especially if you’re a newer business or you don’t have substantial traffic yet.

    Splitting up your traffic into a few segments (like with multivariate testing) will be very challenging to gain accurate results if you have lower daily traffic.

    One final advantage of A/B testing is that it’s a relatively easy way to introduce testing and optimising to a team, decision-maker, or stakeholder since it’s easy to implement. You can quickly demonstrate the value with a simple change and tangible evidence.

    Disadvantages of A/B testing

    So, what are the downsides to A/B testing?

    Although A/B testing can get you quick results on small changes, it has limitations.

    A/B testing is all about measuring one element against another.

    This means you’re immediately limited in how many elements you can test. If you have to test out different variables, then A/B testing isn’t your best option since you’ll have to run test after test to get your result.

    If you need specific information on how different combinations of elements interact with one another on a web page, then multivariate is your best option.

    What is multivariate testing?

    If you want to take your testing to the next level, you’ll want to try multivariate testing.

    Multivariate testing relies on the same foundational mechanism of A/B testing, but instead of matching up two elements against one another, it compares a higher number of variables at once.

    Multiple + variations = multivariate.

    Multivariate testing looks at how combinations of elements and variables interact.

    Like A/B testing, traffic to a page is split between different web page versions. Multivariate testing aims to measure each version’s effectiveness against the other versions.

    Ultimately, it’s about finding the winning combination.

    What Is Multivariate Testing?

    When to use multivariate testing

    The quick answer on when to use multivariate testing is if you have enough traffic.

    Just how much traffic, though?

    While there’s no set number, you should aim to have 10,000 visitors per month or more, to ensure that each variant receives enough traffic to produce meaningful results within a reasonable time frame.

    Once you meet the traffic requirement, let’s talk about use cases.

    Let’s say you want to introduce a new email signup.

    But you want to create it from scratch and aren’t sure what will make your audience take action.

    So, you create a page with a signup form, a header, and an image.

    To run a multivariate test, you create two lengths of signup forms, four headlines, and two images.

    Next, you would create a test to split traffic between these sixteen combinations.

    Advantages of multivariate testing

    If you have enough traffic, multivariate testing can be an incredible way to speed up your A/B testing by testing dozens of combinations of your web page.

    This is handy when creating a new landing page and you want to determine if specific parts of your design are winners — which you can then use in future campaigns.

    Disadvantages of multivariate testing

    The main disadvantage of multivariate testing is that you need a lot of traffic to get started.

    If you try to do a multivariate analysis but you’re not getting much traffic, your results won’t be accurate (and it will take a long time to see accurate data).

    Additionally, multivariate tests are more complicated. They’re best suited for advanced marketers since more moving parts are at play.

    Key differences between multivariate and A/B testing

    Now that we’ve covered what A/B and multivariate tests are, let’s look at some key differences to help clarify which is best for you.

    Key differences between multivariate testing and A/B testing.

    1. Variation of combinations

    The major difference between A/B and multivariate testing is the number of combinations involved.

    With A/B testing, you only look at one element (no combinations). You simply take one part of your page (i.e., your headline copy) and make two versions.

    With multivariate testing, you’re looking at combinations of different elements (i.e., headline copy, form length, images).

    2. Number of pages to test

    The next difference lies in how many pages you will test.

    With an A/B test, you are splitting traffic on your website to two different pages: A and B.

    However, with multivariate testing, you will likely have 4-16 different test pages.

    This is because dozens of combinations can be created when you start testing a handful of elements at once.

    For example, if you want to test two headlines, two form buttons and two images on a signup form, then you have several combinations:

    • Headline A, Button A, Image A
    • Headline A, Button A, Image B
    • Headline A, Button B, Image A
    • Headline A, Button B, Image B
    • Headline B, Button A, Image A
    • Headline B, Button A, Image B
    • Headline B, Button B, Image A
    • Headline B, Button B, Image B

    In this scenario, you must create eight pages to send traffic to.

    3. Traffic requirements

    The next major difference between the two testing types is the traffic requirements.

    With A/B testing, you don’t need much traffic at all.

    Since you’re only testing two pages, you can split your traffic in half between the two types.

    However, if you plan on implementing a multivariate test, you will likely be splitting your traffic at least four or more ways.

    This means you need to have significantly more traffic coming in to get accurate data from your test. If you try to do this when your traffic is too low, you won’t have a large enough sample size.

    4. Time requirements

    Next up, just like traffic, there’s also a time requirement.

    A/B testing only tests two versions of a page against each other (while testing a single element). This means you’ll get accurate results faster than a multivariate test — usually within days.

    However, for a multivariate test, you might need to wait weeks. This is because you’re splitting your traffic by 4, 8, 12, or more web page variations. This could take months since you need a large enough sample size for accuracy.

    5. Big vs. small changes

    Another difference between A/B testing and multivariate testing is the magnitude of changes.

    With an A/B test, you’re looking at one element of a page, which means changing that element to the winning version isn’t a major overhaul of your design.

    But, with multivariate testing, you may find that the winning combination is drastically different than your control page, which could lead to a significant design change.

    6. Accuracy of results

    A/B tests are easier to decipher than multivariate testing since you only look at two versions of a single element on a page.

    You have a clear winner if one headline yields a 5% conversion rate and another yields a 1.2% conversion rate.

    But multivariate testing looks at so many combinations of a page that it can be a bit trickier to decipher what’s moving the needle.

    Pros and cons: Multivariate vs. A/B testing

    Before picking your testing method of choice, let’s look at some quick pros and cons.

    Pros and cons of multivariate vs. a/b testing.

    A/B testing pros and cons

    Here are the pros and cons of A/B testing:

    Pros

    • Get results quickly
    • Results are easier to interpret
    • Lower traffic requirement
    • Easy to get started

    Cons

    • You need to be hyper-focused on the right testing element
    • Requires performing test after test to optimise a web page

    Multivariate testing pros and cons

    Here are the pros and cons of multivariate testing:

    Pros

    • Handy when redesigning an entire web page
    • You can test multiple variables at once
    • Significant results (since traffic is higher)
    • Gather multiple data insights at once

    Cons

    • Requires substantial traffic
    • Harder to accurately decipher results
    • Not as easy to get started (more advanced)

    Use Matomo to start testing and improving your site

    A/B testing in Matomo analytics

    You need to optimise your website if you want to get more leads, land more conversions and grow your business.

    A/B testing and multivariate testing are proven testing methods you can lean on to improve your website and create a better user experience.

    You may prefer one testing method now over the other, and that’s okay.

    The main thing is you’re starting to test. The best marketers and analysts in the world find what works through testing and double down on their winning tactics.

    If you want to start improving your website with testing today, get started with Matomo for free.

    With Matomo, you can conduct A/B tests and multivariate tests easily, accurately, and ethically. Unlike other web analytics tools, Matomo prioritises privacy, providing
    100% accurate data without sampling, and eliminates the need for cookie consent
    banners (except in the UK and Germany).

    Try Matomo free for 21-days. No credit card required.

  • 6 Crucial Benefits of Conversion Rate Optimisation

    26 février, par Erin

    Whether investing time or money in marketing, you want the best return on your investment. You want to get as many customers as possible with your budget and resources.

    That’s what conversion rate optimisation (CRO) aims to do. But how does it help you achieve this major goal? 

    This guide explores the concrete benefits of conversion rate optimisation and how they lead to more effective marketing and ROI. We’ll also introduce specific CRO best practices to help unlock these benefits.

    What is conversion rate optimisation?

    Conversion rate optimisation (CRO) is the process of examining your website for improvements and creating tests to increase the number of visitors who take a desired action, like purchasing a product or submitting a form.

    The conversion rate is the percentage of visitors who complete a specific goal.

    Illustration of what conversion rate optimisation is

    In order to improve your conversion rate, you need to figure out:

    • Where your customers come from
    • How potential customers navigate or interact with your website
    • Where potential customers are likely to exit your site (or abandon carts)
    • What patterns drive valuable actions like sign-ups and sales

    From there, you can gradually implement changes that will drive more visitors to convert. That’s the essence of conversion rate optimisation.

    6 top benefits of conversion rate optimisation (and best practices to unlock them)

    Conversion rate optimisation can help you get more out of your campaigns without investing more. CRO helps you in these six ways:

    1. Understand your visitors (and customers) better

    The main goal of CRO is to boost conversions, but it’s more than that. In the process of improving conversion rates, you’ll also benefit by gaining deep insights into user behaviour, preferences, and needs. 

    Using web analytics, tests and behavioural analytics, CRO helps marketers shape their website to match what users need.

    Best practices for understanding your customer:

    First, analyse how visitors act with full context (the pages they view, how long they stay and more). 

    In Matomo, you can use the Users Flow report to understand how visitors navigate through your site. This will help you visualise and identify trends in the buyer’s journey.

    User flow chart in Matomo analytics

    Then, you can dive deeper by defining and analysing journeys with Funnels. This shows you how many potential customers follow through each step in your defined journey and identify where you might have a leaky funnel. 

    Goal funnel chart in Matomo analytics

    In the above Funnel Report, nearly half of our visitors, just 44%, are moving forward in the buyer’s journey after landing on our scuba diving mask promotion page. With 56% of potential customers dropping off at this page, it’s a prime opportunity for optimising conversions.

    Think of Funnels as your map, and pages with high drop-off rates as valuable opportunities for improvement.

    Once you notice patterns, you can try to identify the why. Analyse the pages, do user testing and do your best to improve them.

    2. Deliver a better user experience

    A better understanding of your customers’ needs means you can deliver a better user experience.

    Illustration of improving the user experience

    For example, if you notice many people spend more time than expected on a particular step in the sign-up process, you can work to streamline it.

    Best practices for improving your user experience: 

    To do this, you need to come up with testable hypotheses. Start by using Heatmaps and Session Recordings to visualise the user experience and understand where visitors are hesitating, experiencing points of frustration, and exiting. 

    You need to outline what drives certain patterns in behaviour — like cart abandonment for specific products, and what you think can fix them.

    Example of a heatmap in Matomo analytics

    Let’s look at an example. In the screenshot above, we used Matomo’s Heatmap feature to analyse user behaviour on our website. 

    Only 65% of visitors scroll down far enough to encounter our main call to action to “Write a Review.” This insight suggests a potential opportunity for optimisation, where we can focus efforts on encouraging more users to engage with this key element on our site.

    Once you’ve identified an area of improvement, you need to test the results of your proposed solution to the problem. The most common way to do this is with an A/B test. 

    This is a test where you create a new version of the problematic page, trying different titles, comparing long, and short copy, adding or removing images, testing variations of call-to-action buttons and more. Then, you compare the results — the conversion rate — against the original. With Matomo’s A/B Testing feature, you can easily split traffic between the original and one or more variations.

    A/B testing in Matomo analytics

    In the example above from Matomo, we can see that testing different header sizes on a page revealed that the wider header led to a higher conversion rate of 47%, compared to the original rate of 35% and the smaller header’s 36%.

    Matomo’s report also analyses the “statistical significance” of the difference in results. Essentially, this is the likelihood that the difference comes from the changes you made in the variation. With a small sample size, random patterns (like one page receiving more organic search visits) can cause the differences.

    If you see a significant change over a larger sample size, you can be fairly certain that the difference is meaningful. And that’s exactly what a high statistical significance rating indicates in Matomo. 

    Once a winner is identified, you can apply the change and start a new experiment. 

    3. Create a culture of data-driven decision-making

    Marketers can no longer afford to rely on guesswork or gamble away budgets and resources. In our digital age, you must use data to get ahead of the competition. In 2021, 65% of business leaders agreed that decisions were getting more complex.

    CRO is a great way to start a company-wide focus on data-driven decision-making. 

    Best practices to start a data-driven culture:

    Don’t only test “hunches” or “best practices” — look at the data. Figure out the patterns that highlight how different types of visitors interact with your site.

    Try to answer these questions:

    • How do our most valuable customers interact with our site before purchasing?
    • How do potential customers who abandon their carts act?
    • Where do our most valuable customers come from?

    Moreover, it’s key to democratise insights by providing multiple team members access to information, fostering informed decision-making company-wide.

    4. Lower your acquisition costs and get higher ROI from all marketing efforts

    Once you make meaningful optimisations, CRO can help you lower customer acquisition costs (CAC). Getting new customers through advertising will be cheaper.

    As a result, you’ll get a better return on investment (ROI) on all your campaigns. Every ad and dollar invested will get you closer to a new customer than before. That’s the bottom line of CRO.

    Best practices to lower your CAC (customer acquisition costs) through CRO adjustments:

    The easiest way to lower acquisition costs is to understand where your customers come from. Use marketing attribution to track the results of your campaigns, revealing how each touchpoint contributes to conversions and revenue over time, beyond just last-click attribution.

    You can then compare the number of conversions to the marketing costs of each channel, to get a channel-specific breakdown of CAC.

    This performance overview can help you quickly prioritise the best value channels and ads, lowering your CAC. But these are only surface-level insights. 

    You can also further lower CAC by optimising the pages these campaigns send visitors to. Start with a deep dive into your landing pages using features like Matomo’s Session Recordings or Heatmaps.

    They can help you identify issues with an unengaging user experience or content. Using these insights, you can create A/B tests, where you implement a new page that replaces problematic headlines, buttons, copy, or visuals.

    Example of a multivariate test for headlines

    When a test shows a statistically significant improvement in conversion rates, implement the new version. Repeat this over time, and you can increase your conversion rates significantly, getting more customers with the same spend. This will reduce your customer acquisition costs, and help your company grow faster without increasing your ad budget.

    5. Improve your average order value (AOV) and customer lifetime value (CLV)

    CRO isn’t only about increasing the number of customers you convert. If you adapt your approach, you can also use it to increase the revenue from each customer you bring in. 

    But you can’t do that by only tracking conversion rates, you also need to track exactly what your customers buy.

    If you only blindly optimise for CAC, you even risk lowering your CLV and the overall profitability of your campaigns. (For example, if you focus on Facebook Ads with a $6 CAC, but an average CLV of $50, over Google Ads with a $12 CAC, but a $100 CLV.)

    Best practices to track and improve CLV:

    First, integrate your analytics platform with your e-commerce (B2C) or your CRM (B2B). This will help you get a more holistic view of your customers. You don’t want the data to stop at “converted.” You want to be able to dive deep into the patterns of high-value customers.

    The sales report in Matomo’s ecommerce analytics makes it easy to break down average order value by channels, campaigns, and specific ads.

    Ecommerce sales report in Matomo analytics

    In the report above, we can see that search engines drive customers who spend significantly more, on average, than social networks — $241 vs. $184. But social networks drive a higher volume of customers and more revenue.

    To figure out which channel to focus on, you need to see how the CAC compares to the AOV (or CLV for B2B customers). Let’s say the CAC of social networks is $50, while the search engine CAC is $65. Search engine customers are more profitable — $176 vs. $134. So you may want to adjust some more budget to that channel.

    To put it simply:

    Profit per customer = AOV (or CLV) – CAC

    Example:

    • Profit per customer for social networks = $184 – $50 = $134
    • Profit per customer for search engines = $241 – $65 = $176

    You can also try to A/B test changes that may increase the AOV, like creating a product bundle and recommending it on specific sales pages.

    An improvement in CLV will make your campaigns more profitable, and help stretch your advertising budget even further.

    6. Improve your content and SEO rankings

    A valuable side-effect of focusing on CRO metrics and analyses is that it can boost your SEO rankings. 

    How? 

    CRO helps you improve the user experience of your website. That’s a key signal Google (and other search engines) care about when ranking webpages. 

    Illustration of how better content improves SEO rankings

    For example, Google’s algorithm considers “dwell time,” AKA how long a user stays on your page. If many users quickly return to the results page and click another result, that’s a bad sign. But if most people stay on your site for a while (or don’t return to Google at all), Google thinks your page gives the user their answer.

    As a result, Google will improve your website’s ranking in the search results.

    Best practices to make the most of CRO when it comes to SEO:

    Use A/B Testing, Heatmaps, and Session Recordings to run experiments and understand user behaviour. Test changes to headlines, page layout, imagery and more to see how it impacts the user experience. You can even experiment with completely changing the content on a page, like substituting an introduction.

    Bring your CRO-testing mindset to important pages that aren’t ranking well to improve metrics like dwell time.

    Start optimising your conversion rate today

    As you’ve seen, enjoying the benefits of CRO heavily relies on the data from a reliable web analytics solution. 

    But in an increasingly privacy-conscious world (just look at the timeline of GDPR updates and fines), you must tread carefully. One of the dilemmas that marketing managers face today is whether to prioritise data quality or privacy (and regulations).

    With Matomo, you don’t have to choose. Matomo values both data quality and privacy, adhering to stringent privacy laws like GDPR and CCPA.

    Unlike other web analytics, Matomo doesn’t sample data or use AI and machine learning to fill data gaps. Plus, you can track without annoying visitors with a cookie consent banner – so you capture 100% of traffic while respecting user privacy (excluding in Germany and UK).

    And as you’ve already seen above, you’ll still get plenty of reports and insights to drive your CRO efforts. With User Flows, Funnels, Session Recordings, Form Analytics, and Heatmaps, you can immediately find insights to improve your bottom line.

    And our built-in A/B testing feature will help you test your hypotheses and drive reliable progress. If you’re ready to reliably optimise conversion rates (with accuracy and without privacy concerns), try Matomo for free for 21 days. No credit card required.

  • Attribution Tracking (What It Is and How It Works)

    23 février, par Erin

    Facebook, TikTok, Google, email, display ads — which one is best to grow your business? There’s one proven way to figure it out: attribution tracking.

    Marketing attribution allows you to see which channels are producing the best results for your marketing campaigns.

    In this guide, we’ll show you what attribution tracking is, why it’s important and how you can leverage it to accelerate your marketing success.

    What is attribution tracking?

    By 2026, the global digital marketing industry is projected to reach $786.2 billion.

    With nearly three-quarters of a trillion U.S. dollars being poured into digital marketing every year, there’s no doubt it dominates traditional marketing.

    The question is, though, how do you know which digital channels to use?

    By measuring your marketing efforts with attribution tracking.

    What is attribution tracking?

    So, what is attribution tracking?

    Attribution tracking is where you use software to keep track of different channels and campaign efforts to determine which channel you should attribute conversion to.

    In other words, you can (and should) use attribution tracking to analyse which channels are pushing the needle and which ones aren’t.

    By tracking your marketing efforts, you’ll be able to accurately measure the scale of impact each of your channels, campaigns and touchpoints have on a customer’s purchasing decision.

    If you don’t track your attribution, you’ll end up blindly pouring time, money, and effort into activities that may or may not be helpful.

    Attribution tracking simply gives you insight into what you’re doing right as a marketer — and what you’re doing wrong.

    By understanding which efforts and channels are driving conversions and revenue, you’ll be able to properly allocate resources toward winning channels to double down on growth.

    Matomo lets you track attribution across various channels. Whether you’re looking to track your conversions through organic, referral websites, campaigns, direct traffic, or social media, you can see all your conversions in one place.

    Try Matomo for Free

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

    Start for free

    No credit card required

    Why attribution tracking is important

    Attribution tracking is crucial to succeed with your marketing since it shows you your most valuable channels.

    It takes the guesswork out of your efforts.

    You don’t need to scratch your head wondering what made your campaigns a success (or a failure).

    While most tools show you last click attribution by default, using attribution tracking, or marketing attribution, you can track revenue and conversions for each touchpoint.

    For example, a Facebook ad might have no led to a conversion immediately. But, maybe the visitor returned to your website two weeks later through your email campaign. Attribution tracking will give credit over longer periods of time to see the bigger picture of how your marketing channels are impacting your overall performance.

    Here are five reasons you need to be using attribution tracking in your business today:

    Why attribution tracking is important.

    1. Measure channel performance

    The most obvious way attribution tracking helps is to show you how well each channel performs.

    When you’re using a variety of marketing channels to reach your audience, you have to know what’s actually doing well (and what’s not).

    This means having clarity on the performance of your:

    • Emails
    • Google Ads
    • Facebook Ads
    • Social media marketing
    • Search engine optimisation (SEO)
    • And more

    Attribution tracking allows you to measure each channel’s ROI and identify how much each channel impacted your campaigns.

    It gives you a more accurate picture of the performance of each channel and each campaign.

    With it, you can easily break down your channels by how much they drove sales, conversions, signups, or other actions.

    With this information, you can then understand where to further allocate your resources to fuel growth.

    2. See campaign performance over longer periods of time

    When you start tracking your channel performance with attribution tracking, you’ll gain new insights into how well your channels and campaigns are performing.

    The best part — you don’t just get to see recent performance.

    You get to track your campaign results over weeks or months.

    For example, if someone found you through Google by searching a question that your blog had an answer to, but they didn’t convert, your traditional tracking strategy would discount SEO.

    But, if that same person clicked a TikTok ad you placed three weeks later, came back, and converted — SEO would receive some attribution on the conversion.

    Using an attribution tracking tool like Matomo can help paint a holistic view of how your marketing is really doing from channel to channel over the long run.

    Try Matomo for Free

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

    Start for free

    No credit card required

    3. Increase revenue

    Attribution tracking has one incredible benefit for marketers: optimised marketing spend.

    When you begin looking at how well your campaigns and your channels are performing, you’ll start to see what’s working.

    Attribution tracking gives you clarity into the performance of campaigns since it’s not just looking at the first time someone clicks through to your site. It’s looking at every touchpoint a customer made along the way to a conversion.

    By understanding what channels are most effective, you can pour more resources like time, money and labour into those effective channels.

    By doubling down on the winning channels, you’ll be able to grow like never before.

    Rather than trying to “diversify” your marketing efforts, lean into what’s working.

    This is one of the key strategies of an effective marketer to maximise your campaign returns and experience long-term success in terms of revenue.

    4. Improve profit margins

    The final benefit to attribution tracking is simple: you’ll earn more profit.

    Think about it this way: let’s say you’re putting 50% of your marketing spend into Facebook ads and 50% of your spend into email marketing.

    You do this for one year, allocating $500,000 to Facebook and $500,000 to email.

    Then, you start tracking attribution.

    You find that your Facebook ads are generating $900,000 in revenue. 

    That’s a 1,800% return on your investment.

    Not bad, right?

    Well, after tracking your attribution, you see what your email revenue is.

    In the past year, you generated $1.7 million in email revenue.

    That’s a 3,400% return on your investment (close to the average return of email marketing across all industries).

    In this scenario, you can see that you’re getting nearly twice as much of a return on your marketing spend with email.

    So, the following year, you decide to go for a 75/25 split.

    Instead of putting $500,000 into both email and Facebook ads and email, you put $750,000 into email and $250,000 into Facebook ads.

    You’re still diversifying, but you’re doubling down on what’s working best.

    The result is that you’ll be able to get more revenue by investing the same amount of money, leaving you with higher profit margins.

    Different types of marketing attribution tracking

    There are several types of attribution tracking models in marketing.

    Depending on your goals, your business and your preferred method, there are a variety of types of attribution tracking you can use.

    Here are the six main types of attribution tracking:

    Pros and cons of different marketing attribution models.

    1. Last interaction

    Last interaction attribution model is also called “last touch.”

    It’s one of the most common types of attribution. The way it works is to give 100% of the credit to the final channel a customer interacted with before they converted into a customer.

    This could be through a paid ad, direct traffic, or organic search.

    One potential drawback of last interaction is that it doesn’t factor in other channels that may have assisted in the conversion. However, this model can work really well depending on the business.

    2. First interaction

    This is the opposite of the previous model.

    First interaction, or “first touch,” is all about the first interaction a customer has with your brand.

    It gives 100% of the credit to the channel (i.e. a link clicked from a social media post). And it doesn’t report or attribute anything else to another channel that someone may have interacted with in your marketing mix.

    For example, it won’t attribute the conversion or revenue if the visitor then clicked on an Instagram ad and converted. All credit would be given to the first touch which in this case would be the social media post. 

    The first interaction is a good model to use at the top of your funnel to help establish which channels are bringing leads in from outside your audience.

    3. Last non-direct

    Another model is called the last non-direct attribution model. 

    This model seeks to exclude direct traffic and assigns 100% credit for a conversion to the final channel a customer interacted with before becoming a customer, excluding clicks from direct traffic.

    For instance, if someone first comes to your website from an emai campaignl, and then, a week later, directly visits and buys a product, the email campaign gets all the credit for the sale.

    This attribution model tells a bit more about the whole sales process, shedding some more light on what other channels may have influenced the purchase decision.

    4. Linear

    Another common attribution model is linear.

    This model distributes completely equal credit across every single touchpoint (that’s tracked). 

    Imagine someone comes to your website in different ways: first, they find it through a Google search, then they click a link in an email from your campaign the next day, followed by visiting from a Facebook post a few days later, and finally, a week later, they come from a TikTok ad. 

    Here’s how the attribution is divided among these sources:

    • 25% Organic
    • 25% Email
    • 25% Facebook
    • 25% TikTok ad

    This attirubtion model provides a balanced perspective on the contribution of various sources to a user’s journey on your website.

    5. Position-based

    Position-based attribution is when you give 40% credit to both the first and last touchpoints and 20% credit is spread between the touchpoints in between.

    This model is preferred if you want to identify the initial touchpoint that kickstarted a conversion journey and the final touchpoint that sealed the deal.

    The downside is that you don’t gain much insight into the middle of the customer journey, which can make it hard to make effective decisions.

    For example, someone may have been interacting with your email newsletter for seven weeks, which allowed them to be nurtured and build a relationship with you.

    But that relationship and trust-building effort will be overlooked by the blog post that brought them in and the social media ad that eventually converted them.

    6. Time decay

    The final attribution model is called time decay attribution.

    This is all about giving credit based on the timing of the interactions someone had with your brand.

    For example, the touchpoints that just preceded the sale get the highest score, while the first touchpoints get the lowest score.

    For example, let’s use that scenario from above with the linear model:

    • 25% SEO
    • 25% Email
    • 25% Facebook ad
    • 25% Organic TikTok

    But, instead of splitting credit by 25% to each channel, you weigh the ones closer to the sale with more credit.

    Instead, time decay may look at these same channels like this:

    • 5% SEO (6 weeks ago)
    • 20% Email (3 weeks ago)
    • 30% Facebook ad (1 week ago)
    • 45% Organic TikTok (2 days ago)

    One downside is that it underestimates brand awareness campaigns. And, if you have longer sales cycles, it also isn’t the most accurate, as mid-stage nurturing and relationship building are underlooked. 

    Leverage Matomo: A marketing attribution tool

    Attribution tracking is a crucial part of leading an effective marketing strategy.

    But it’s impossible to do this without the right tools.

    A marketing attribution tool can give you insights into your best-performing channels automatically. 

    What is a marketing attribution tool?

    One of the best marketing attribution tools available is Matomo, a web analytics tool that helps you understand what’s going on with your website and different channels in one easy-to-use dashboard.

    With Matomo, you get marketing attribution as a plug-in or within Matomo On-Premise or for free in Matomo Cloud.

    The best part is it’s all done with crystal-clear data. Matomo gives you 100% accurate data since it doesn’t use data sampling on any plans like Google Analytics.

    To start tracking attribution today, try Matomo’s 21-day free trial. No credit card required.

  • 7 Best Marketing Attribution Software in 2024

    22 février, par Erin

    It can be hard to accurately track the impact of your marketing efforts across marketing channels and campaigns. That’s where marketing attribution software comes in. 

    It goes beyond basic web analytics solutions that just look at the final click. Instead, it shows how different channels, content, and ads are performing at every step of the buyer’s journey, which gives a more accurate picture than just focusing on the last click.

    In this guide, we’ll cover the basics of marketing attribution, list the top marketing attribution software and explain how the issue of privacy is transforming the web analytics industry.

    What is marketing attribution?

    Marketing attribution is the process of assigning credit to each touchpoint in a buyer’s journey that leads to a desired action (such as a conversion or sale) in order to understand the effectiveness of various marketing channels and campaigns in influencing the customer’s decision-making process.

    Marketers use software tools like website analytics to to track and analyse customer interactions across different touchpoints, allowing them to attribute conversions or sales to specific marketing efforts and optimise their strategies and budgets accordingly.

    Why is marketing attribution so important?

    If you don’t track your campaigns correctly, it’s easy to spend thousands (or even millions) in an ineffective way. A 2022 survey by Australian marketing agency Next&Co revealed their clients wasted AU$5.46 billion in ineffective ad spend.

    Illustrated statistic showing how much ad spend was wasted in 2022

    That’s 41% of all the ad spend tracked by Next&Co in 2022. A wasted marketing spend percentage this high isn’t exactly a recipe for a high marketing return on investment (ROI). And yet, it’s the average.

    Why is that? 

    Most companies don’t actively track the results of their marketing campaigns actively enough.

    By improving your marketing attribution, you can determine which channels, ads, and campaigns work and which don’t. Then, you can move the budget from ineffective channels to effective ones.

    Even if you can only identify half of your wastage, this could be 20% or more of your total spend. Just imagine what your bottom line would look like if your marketing budget were 20% more effective.

    That’s the power that marketing attribution, when done right, brings to the table. It’s the road to a higher marketing ROI.

    Common marketing attribution models and how they’re different 

    The default model for attributing completed goals in most analytics tools is either the last interaction or the last non-direct interaction.

    However, some multi-touch models can help you get a more holistic view of the impact of your marketing efforts.

    Pros and cons of different marketing attribution models.
    • Last interaction model: attributes the conversion to the final interaction or referring source (campaign or ad).
    • Last non-direct interaction model: attributes the conversion to the final touchpoint that was not a direct visit to your website. (For example, if a search ad took them to a product page, the user bookmarked it and returned directly the next day to finish the purchase. The credit would go to the search ad as it’s the last non-direct touchpoint.)
    • First interaction model: attributes the conversion to the first referring event alone.
    • Linear model: gives equal value to every touchpoint throughout the customer journey. 
    • Time decay model: gives more value to touchpoints the closer they were to the actual sale.
    • Position-based model: gives more value to the first and last touchpoints — often 40% each, while splitting 20% among the rest.

    You can read our guide dedicated to marketing attribution models for more details on these models.

    Types of marketing attribution software and the impact of privacy regulations

    Until recently, digital advertising was the “scientific” advertisers’ utopia. Everything could be measured, with cookies from giants like Google and Facebook stalking every user across the web.

    But with the advent of regulations like GDPR and the CCPA, you can no longer blindly trust Google Analytics or the Meta Pixel without consequences.

    Multi-channel attribution tools with third-party cookies and GDPR

    Google, Meta, and other companies used to track and combine user data from their own platforms and websites across the web that installed their tags. These third-party cookies have long been under fire and have caused several GDPR fines.

    Illustration of the privacy issues with some multi-channel attribution tools

    The alternative: analytics platforms with first-party cookies

    In a post-GDPR digital marketing landscape, a compliant-by-default web analytics platform like Matomo is a more reliable and accurate alternative.

    Plus, with a platform like Matomo, you don’t need to rely on data from digital advertising platforms like Facebook Ads and Google Ads. You can accurately track referral sources using our campaign tracking parameters.

    7 best marketing attribution software in 2024

    Below is the list of our favourite marketing attribution tools in 2024. If you find and use one that suits your needs correctly, you can quickly boost your marketing performance.

    1. Matomo — Accurate and easiest to set up for marketing attribution

    Matomo is a privacy-friendly web analytics suite that empowers you to accurately attribute marketing efforts and gain valuable insights while prioritising user privacy and compliance.

    Matomo integrates with e-commerce platforms like WooCommerce and Magenta. That makes it easy for B2C marketing teams to track the revenue impact of their campaigns.

    Multi-channel conversion attribution report in Matomo analytics

    You can also compare a variety of attribution models against each other. B2B teams can use our API to integrate Matomo with their CRM.

    Pros:

    • Relies on first-party cookies for tracking, ensuring accurate data collection and attribution of user actions
    • Includes additional features like Heatmaps, Session Recordings, Form Analytics, A/B Testing, and more
    • Easy to set up and use
    • Features most common multi-touch attribution models

    Cons:

    • Limited to owned channels (website and e-commerce store) due to first-party cookies and data (but you can integrate other data sources through a CRM)

    Pricing

    The self-hosted version is free. The cloud hosted version starts at $19 per month and includes a 21-day free trial. No credit card requierd. 

    Try Matomo for Free

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

    Start for free

    No credit card required

    2. WhatConverts — Great option for leads-based businesses with high ad spend

    WhatConverts is a marketing attribution tool with a focus on lead tracking. With most web analytics setups, it adds call and text tracking to the typical form-only tracking.
    Screenshot of the WhatConverts homepage

    Pros:

    • Reliable call and text tracking
    • Revenue attribution to specific leads (and, by extension, campaigns and ads)

    Cons:

    • Focused exclusively on leads — little utility for e-commerce companies 

    Pricing

    The cheapest plan starts at $30/month but does not include analytics integrations or form tracking. To access this and advanced flow tracking and attribution features, you need the Elite plan, which starts at $160/month.

    3. HubSpot Marketing Hub — Ideal CRM for larger B2B companies

    HubSpot is a marketing CRM with attribution features for tracking and analysis.
    Screenshot of the HubSpot homepage

    The platform is very broad — encompassing CRM, email automation and other tools — which makes it challenging to use effectively. The price tag is also quite steep for smaller companies and marketing teams.

    Pros:

    • Concretely tracks revenue to multiple different touchpoints and marketing channels
    • Includes several different multi-touch attribution models
    • Allows offline conversion tracking

    Cons:

    • The price point is too high for smaller teams
    • Cam be difficult to set up effectively

    Pricing

    Since marketing attribution is only included in HubSpot Marketing Hub’s Professional and Enterprise plans, pricing starts at $800/month (paid annually). If you commit for a year but pay monthly, the price is $890/month for the professional plan. This goes up with additional add-ons and as your contacts increase as well. 

    4. ActiveCampaign — Good CRM option for small B2B companies

    ActiveCampaign is a CRM and marketing automation platform that can help you trace leads and revenue back to their source.
    Screenshot of the ActiveCampaign homepage

    Although it has a similar scope of features to HubSpot, it is more affordable and slightly easier to use for beginners.

    Pros:

    • Tracks sales revenue back to specific marketing touchpoints
    • Powerful marketing automation features

    Cons:

    • B2B companies may need to purchase two plans, one ActiveCampaign marketing and one CRM.

    Pricing

    Unlike HubSpot, ActiveCampaign offers a much more affordable plan, starting at $29/month billed annually (for up to 1,000 contacts). The marketing and sales CRM bundle starts at $93/month with up to five users.

    5. Salesforce Data Cloud for Marketing — Ideal CRM for enterprises

    Salesforce is a robust and feature-rich CRM that many enterprises rely on for their sales teams.
    Screenshot of the Salesforce homepage

    That makes Salesforce’s marketing attribution platform a logical choice for existing Salesforce users.

    Pros:

    • Uses prospect and sales data from CRM to attribute revenue
    • Revenue prediction analytics
    • Lead scoring to help your sales team focus on high-value leads

    Cons:

    • Difficult to set up and use
    • Clunky and aged user interface
    • Relatively high price point

    Pricing

    The limited Marketing Cloud Account Engagement Growth plan starts at $1,250/month, billed annually. To access advanced cross-channel journeys, you need the Pro plan, which starts at $2,750 monthly.

    6. Terminus — Great for account-based marketing

    If your marketing team uses an account-based marketing (ABM) approach, Terminus might be the right option for you.

    Screenshot of the Terminus homepage

    It offers ABM tools like target account event tracking and revenue attribution tools for your marketing campaigns.

    Pros:

    • Advanced multi-channel revenue attribution tools with a wide range of reports
    • Track intent touchpoints back to target accounts
    • Reliable revenue predictions help you focus your marketing activities

    Cons:

    • Complex and difficult to set up, understand and use effectively
    • Lacks native integrations with many common advertising platforms and analytics tools

    Pricing

    Terminus offers no standard pricing plans. You must contact their sales team for a custom quote based on your needs.

    7. Adobe Analytics — An analytics for enterprises

    Adobe Analytics is part of the Adobe Experience Cloud, with plenty of big data analysis tools for enterprises. Although the platform is quite powerful, it is equally complex and difficult to use. The price point is also prohibitive for many smaller companies.

    Screenshot of the Adobe Analytics homepage

    Pros:

    • Very extensive reporting tools
    • Predictive analytics give you solid leading indicator for future campaign performance
    • Track multiple digital touchpoints across the entire customer journey

    Cons:

    • Like Google Analytics, Adobe Analytics aggregates your visitor data by default, making compliant “consent-free tracking” — tracking user actions without asking for consent — impossible according to GDPR. (See more differences in Matomo’s comparison against Adobe Analytics and Google Analytics.)
    • Prohibitively expensive for most smaller companies
    • Very steep learning curve for setting up and using it correctly

    Pricing

    Adobe Analytics uses usage-based pricing — which means they adjust the pricing based on the traffic volume to your website. Still, their lower price points aren’t exactly SMB-friendly — multiple sources put Adobe’s lowest starting price point at $2,000–2,500 per month.

    Get accurate marketing attribution with Matomo (without privacy concerns)

    Matomo allows you to do marketing attribution effectively and accurately without compromising your users’ privacy. By default, we only use first-party cookies and offer consent-free tracking – meaning no more annoying cookie consent banners (excluding in Germany and the UK).

    If you want to boost your marketing performance without disregarding your users’ privacy, get started with our 21-day free trial. No credit card required. It’s time to make more informed decisions about your marketing campaigns.

  • How to Measure Marketing Effectiveness : A Step-by-Step Guide

    22 février, par Erin

    Are you struggling to prove that your marketing efforts are having a measurable impact on your company’s performance? We get it.  

    You would think that digital marketing would make it easier to track the effectiveness of your marketing efforts. But in many ways, it’s harder than ever. With so many channels and strategies competing against each other, it can feel impossible to pin down the campaign that caused a conversion. 

    That leaves you in a tricky spot as a marketing manager. It can be hard to know which campaigns to persevere with and harder still to prove your worth to stakeholders. 

    Thankfully, there are several strategies you can use to measure the success of your campaigns and put a value on your efforts. So, if you want to learn how you can measure the effectiveness of your marketing, improve the ROI of your efforts and prove your value as an employee, read on. 

    What is marketing effectiveness?

    Marketing effectiveness measures how successful a marketing strategy or campaign is and the extent to which it achieves goals and business objectives.

    What Is Marketing Effectiveness

    It’s a growing concern for brands, with research showing that 61.2% say measuring marketing effectiveness has become a more prominent factor in decision-making over the last three years. In other words, it’s becoming critical for marketers to know how to measure their effectiveness. 

    But it’s getting harder to do so. A combination of factors, including channel fragmentation, increasingly convoluted customer journeys, and the deprecation of third-party cookies, makes it hard for marketing teams to measure marketing performance. 

    Why you need to measure marketing effectiveness

    Imagine ploughing thousands of dollars into a campaign and not being confident that your efforts bore fruit. It’s unthinkable, right? If you care about optimising campaigns and improving your worth as a marketer, measuring marketing effectiveness is necessary.  

    Why you need to measure marketing effectiveness

    Optimise marketing campaigns

    Do you know how effectively each campaign generates conversions and drives revenue? No? Then, you need to measure marketing effectiveness.

    Doing so could also shine a light on ways to improve your campaigns. One paid ad campaign may suffer from a poor return on ad spend caused by high CPCs. Targeting less competitive keywords could dramatically reduce your costs. 

    Improve ROI

    Today, marketing budgets make up almost 10% of a company’s total revenue, up from 6.4% in 2021. With so much revenue at stake, you’ve got to deliver a return on that investment.  

    Measuring marketing effectiveness can help you identify the campaigns or strategies delivering the highest ROI so you can invest more heavily into them. On the other side of the same coin, you can use the data to strike off any campaigns that aren’t pulling their weight — increasing your ROI even further. 

    Demonstrate value

    Let’s get selfish for a second. Whether you’re an in-house marketing manager or work for an agency, the security of your paycheck depends on your ability to deliver high-ROI campaigns. 

    Measuring your marketing effectiveness lets you showcase your value to your company and clients. It helps you build stronger relationships that can lead to bigger and better opportunities in the future. 

    We should take this opportunity to point out that a good tool for measuring marketing effectiveness is equally important. You probably think Google Analytics will do the job, right? But when you start implementing the strategies we discuss below, there’s a good chance you’ll have data quality issues. 

    That was the case for full-service marketing agency MHP/Team SI, which found Google Analytics’ data sampling severely limited the quantity and quality of insights they could collect. It was only by switching to Matomo, a platform that doesn’t use data sampling, that the agency could deliver the insights its clients needed to grow. 

    Further reading:

    Try Matomo for Free

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

    Start for free

    No credit card required

    How to measure marketing effectiveness

    Measuring marketing effectiveness is not always easy, especially if you have long buying cycles and a lack of good-quality data. Make things as easy as possible by following the steps below:

    Know what success looks like

    You can’t tell whether your campaigns are effective if you don’t know what you are trying to achieve. That’s why the first step in measuring marketing effectiveness is to set a clear goal. 

    So, ask yourself what success looks like for each campaign you launch. 

    Remember, a campaign doesn’t have to drive leads to be considered effective. If all you wanted to do was raise brand awareness or increase organic traffic, you could achieve both goals without recording a single conversion. 

    We’d wager that’s probably not true for most marketing managers. It’s much more likely you want to achieve something like the following:

    • Generating 100 new customers
    • Increasing revenue by 20%
    • Selling $5,000 of your new product line
    • Reducing customer churn by 50%
    • Achieving a return on ad spend of 150%

    Conventional goal-setting wisdom applies here. So, ensure your goals are measurable, timely, relevant and achievable. 

    Track conversions

    Setting up conversion tracking in your web analytics platform is vital to measuring marketing effectiveness accurately. 

    What you count as a conversion event will depend on the goals you’ve set above. It doesn’t have to be a sale, mind you. Downloading an ebook or signing up for a webinar are worthy conversion goals, especially if you know they increase the chances of a customer converting. 

    A screenshot of the Matomo goals dashboard

    Whichever platform you choose, ensure it can meet your current and future needs. This is one of the reasons open-source content management system Concrete CMS opted for Matomo when choosing a new website analytics platform. The flexibility of the Matomo platform gave Concrete CMS the adaptability it needed for future growth. 

    Try Matomo for Free

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

    Start for free

    No credit card required

    Decide on an attribution model

    Marketing attribution is a way of measuring the impact of different channels and touchpoints across the customer journey. If you can assign a value to each conversion, you can use a marketing attribution model to quantify the value of your channels and campaigns.

    While most web analytics platforms simply credit the last touchpoint, marketing attribution offers a more comprehensive view by considering all interactions along the customer journey. This distinction is important because relying solely on the last touchpoint can lead to skewed insights and misallocation of resources and budget. 

    By adopting a marketing attribution approach, you can make more informed decisions, optimizing your campaigns and maximizing your return on investment.

    Pros and cons of different marketing attribution models.

    There are several different attribution models you can use to give credit to your various campaigns. These include:

    • First interaction: Gives all the credit to the first channel in the customer journey.
    • Last interaction: Gives all the credit to the last channel in the customer journey.
    • Last non-direct attribution: Gives all credit to the final touchpoint in the customer journey, except for direct interactions. In those cases, credit is given to the touchpoint just before the direct one.
    • Linear attribution: Distributes credit equally across all touchpoints.
    • Position-based attribution: Attributes 40% credit to the first and last touchpoints and distributes the remaining 20% evenly across all other touchpoints. 

    Consider carefully which attribution model to use, as this can significantly impact your marketing effectiveness calculation by giving certain campaigns too much credit.

    Try Matomo for Free

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

    Start for free

    No credit card required

    Analyse KPIs

    Tracking KPIs is essential if you want to quantify the impact of your marketing campaigns. But which metrics should you track?

    To improve brand awareness or traffic, so-called vanity metrics like sessions, returning visitors, and organic traffic may suffice as KPIs. 

    However, that’s not going to be the case for most marketers, whose performance is tied to revenue and ROI. If that’s you, put vanity metrics to one side and focus on the following conversion metrics instead:

    • Conversion rate: the percentage of users who complete a desired action. 
    • Return on ad spend: the revenue earned for every dollar spent on a campaign.
    • Return on investment: a broader calculation than ROAS, typically calculated across all your marketing efforts.  
    • Customer lifetime value: the total amount a customer will spend throughout their relationship with your company.
    • Customer acquisition cost: the cost to acquire each customer on average.
    A screenshot of a conversion report in Matomo

    Your analytics platform and advertising tools should track most of these KPIs by default. Matomo, for instance, automatically calculates your conversion rate in the Goals report. 

    How to present your marketing effectiveness

    Calculating your marketing effectiveness is one thing, but it’s important to share this information with stakeholders — whether those are executives in your company or your agency’s clients. 

    Follow the steps below to create an insightful and compelling marketing report:

    • Set the scene. There’s no guarantee that the people reading your report will know your goals. So, add context at the start of the reporting by spelling out what you are trying to achieve and why. 
    • Select the right data. You don’t want to overwhelm the reader with facts and figures, but you do need to provide hard evidence of your success. Include the KPIs you used to measure your success and show how these have changed over time. You can also support your report with audience insights such as heatmaps or customer surveys.
    • Tell a story with your presentation. Give your presentation a narrative arc with a beginning, middle, and end. Start with what you want to achieve, describe how you plan to achieve it and end with the results. Support your story with graphs and other visual aids that hold your reader’s attention.  
    • Provide a concise summary. Not everyone will read your presentation cover to cover. With that in mind, provide a summary of your report at the start or end that shows what you achieved and quantifies your marketing effectiveness.  

    How to improve marketing effectiveness

    Don’t settle for simply measuring your marketing effectiveness. Use the following strategies to make future campaigns as effective as possible. 

    Understand customer behaviour

    More effective marketing campaigns start by deeply understanding your customers, who they are, and how they behave. This allows you to take an audience-first approach to your marketing efforts and design campaigns around the unique needs of your customers. 

    Gather as much first-party data as you can. Surveys, focus groups, and other market research techniques can help you learn more about who your customers are, but don’t disregard the quantitative data you can gather from your web analytics platform. 

    Using Heatmaps, Session Recordings and behavioural analytics tools, you can learn exactly how customers behave when they land on your site, where they focus their attention and which pages they look at first. 

    Screenshot of Matomo heatmap feature

    These insights can help you turn an average campaign into an exceptional one. For example, a heatmap may highlight the need to move CTA buttons above the fold to increase conversions. A session recording could pinpoint the problems users have when filling out your website’s forms. 

    Further reading:

    Optimise landing pages

    Developing a culture of testing and experimentation is a great way to improve your marketing effectiveness. Let’s dive into A/B testing.

    By tweaking various elements of your landing pages, you can squeeze every last conversion from your campaigns.

    A screenshot of a Matomo A/B test campaign

    We have a guide on conversion funnel optimisation, which we recommend you check out, but I’ll briefly list some of the optimisations you could test:

    • Making your CTAs actionable and compelling
    • Integrating images and videos
    • Adding testimonials and other forms of social proof
    • Reducing form fields

    Use a different attribution model

    It might be that some campaigns, strategies or traffic sources aren’t getting the love they deserve. By changing your attribution model, you can significantly change the perceived effectiveness of certain campaigns. 

    Let’s say you use a last-touch attribution model, for instance. Only the last channel customers will get credit for each conversion, meaning top-of-the-funnel campaigns like SEO may be deemed less effective than they are. 

    It’s why you must continually test, tweak and validate your chosen model — and why changing it can be so powerful. 

    Measure your marketing effectiveness with Matomo

    Measuring your marketing effectiveness is hard work. But it’s vital to optimise campaigns, improve your ROI and demonstrate your value. 

    The good news is that Matomo makes things a lot easier thanks to its comprehensive conversion tracking, attribution modelling capabilities and behavioural insight features like Heatmaps, A/B Testing and Session Recordings. 

    Take steps today to start measuring (and improving) the effectiveness of your marketing with our 21-day free trial. No credit card required.

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