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• Choosing the best self-hosted open-source analytics platform

  16 juillet, par Joe

  Google Analytics (GA) is the most widely used analytics platform, with 50.3% of the top 1 million active websites using it today. You’re probably using it right now. 

  But despite being a free tool, Google Analytics is proprietary software, which means you’re handing over your browsing data, metadata and search history to a third party.

  Do you trust them ? We sure don’t.

  This lack of control can lead to potential privacy risks and compliance issues. These issues have so far resulted in fines under the EU’s General Data Protection Regulation (GDPR) of an average of €2.5 million each, for a total of almost €6.6 billion since 2018.

  Open-source analytics platforms offer a solution. They’re a safer and more transparent alternative that lets you retain full control over how you collect and store your customers’ data. But what are these tools ? Where do you find them ? And, most importantly, how do you choose the best one for your needs ?

  This guide explores the benefits and features of open-source analytics platforms and compares popular options, including Matomo, a leading self-hosted, open-source Google Analytics alternative.

  What is an open-source analytics platform ?

  An analytics platform is software that collects, processes and analyses data to gain insights, identify trends, and make informed decisions. It helps users understand past performance, monitor current activities and predict future outcomes.

  An open-source analytics platform is a type of analytics suite in which anyone can view, modify and distribute the underlying source code.

  In contrast to proprietary analytics platforms, where a single entity owns and controls the code, open-source analytics platforms adhere to the principles of free and open-source software (FOSS). This allows everyone to use, study, share, and customise the software to meet their needs, fostering collaboration and transparency.

  Open-source analytics and the Free Software Foundation

  The concept of FOSS is rooted in the idea of software freedom. According to the Free Software Foundation (FSF), this idea is defined by four fundamental freedoms granted to the user the freedom to :

  • Use or run the program as they wish, for any purpose.
  • Study how the program works and change it as they wish.
  • Redistribute copies to help others.
  • Improve the code and distribute copies of their improved versions to others.

  Open access to the source code is a precondition for guaranteeing these freedoms.

  The importance of FOSS licensing

  The FSF has been instrumental in the free software movement, which serves as the foundation for open-source analytics platforms. Among other things, it created the GNU General Public Licence (GPL), which guarantees that all software distributions include the source code and are distributed under the same licence.

  However, other licences, including several copyleft and permissive licences, have been developed to address certain legal issues and loopholes in the GPL. Analytics platforms distributed under any of these licences are considered open-source since they are FSF-compliant.

  Benefits and drawbacks of open-source analytics platforms

  Open-source analytics platforms offer a compelling alternative to their proprietary counterparts, but they also have a few challenges.

  

  Benefits of open-source analytics

  • Full data ownership : Many open-source solutions let you host the analytics platform yourself. This gives you complete control over your customers’ data, ensuring privacy and security.
  • Customisable solution : With access to the source code, you can tailor the platform to your specific needs.
  • Full transparency : You can inspect the code to see exactly how data is collected, processed and stored, helping you ensure compliance with privacy regulations.
  • Community-driven development : Open-source projects benefit from the contributions of a global community of developers. This leads to faster innovation, quicker bug fixes and, in some cases, a wider range of features.
  • No predefined limits : Self-hosted open-source analytics platforms don’t impose arbitrary limits on data storage or processing. You’re only limited by your own server resources.

  Cons of open-source analytics

  • Technical expertise required : Setting up and maintaining a self-hosted open-source platform often requires technical knowledge.
  • No live/dedicated support team : While many projects have active communities, dedicated support might be limited compared to commercial offerings.
  • Integration challenges : Integrating with other tools in your stack might require custom development, especially if pre-built integrations aren’t available.
  • Feature gaps : Depending on the specific platform, there might be gaps in functionality compared to mature proprietary solutions.

  Why open-source is better than proprietary analytics

  Proprietary analytics platforms, like Google Analytics, have long been the go-to choice for many businesses. However, growing concerns around data privacy, vendor lock-in and limited customisation are driving a shift towards open-source alternatives.

  No vendor lock-in

  Proprietary platforms lock you into their ecosystem, controlling terms, pricing and future development. Migrating data can be costly, and you’re dependent on the vendor for updates. 

  Open-source platforms allow users to switch providers, modify software and contribute to development. Contributors can also create dedicated migration tools to import data from GA and other proprietary platforms.

  Data privacy concerns

  Proprietary analytics platforms can heighten the risk of data privacy violations and subsequent fines under regulations like the GDPR and the California Consumer Privacy Act (CCPA). This is because their opaque ‘black box’ design often obscures how they collect, process and use data. 

  Businesses often have limited visibility and even less control over a vendor’s data handling. They don’t know whether these vendors are using it for their own benefit or sharing it more widely, which can lead to privacy breaches and other data protection violations.

  These fines can reach into the millions and even billions. For example, Zoom was fined $85 million in 2021 for CCPA violations, while the largest fine in history has been the €1.2 billion fine imposed on Meta by the Irish Data Protection Act (DPA) under the EU GDPR.

  Customisation

  Proprietary platforms often offer a one-size-fits-all approach. While they might have some customisation options, you’re ultimately limited by what the vendor provides. Open-source platforms, on the other hand, offer unparalleled flexibility.

  Unlimited data processing

  Proprietary analytics platforms often restrict the amount of data you can collect and process, especially on free plans. Going over these limits usually requires upgrading to a paid plan, which can be a problem for high-traffic websites or businesses with large datasets. 

  Self-hosted tools only limit data processing based on your server resources, allowing you to collect and analyse as much data as you need at no extra cost.

  No black box effect

  Since proprietary tools are closed-source, they often lack transparency in their data processing methods. It’s difficult to understand and validate how their algorithms work or how they calculate specific metrics. This “black box” effect can lead to trust issues and make it challenging to validate your data’s accuracy.

  11 Key features to look for in an open-source analytics platform

  Choosing the right open-source analytics platform is crucial for unlocking actionable insights from your customers’ data. Here are 11 key features to consider :

  

  #1. Extensive support documentation and resource libraries

  Even with technical expertise, you might encounter challenges or have questions about the platform. A strong support system is essential. Look for platforms with comprehensive documentation, active community forums and the option for professional support for mission-critical deployments.

  #2. Live analytics

  Having access to live data and reports is crucial for making timely and informed decisions. A live analytics feature allows you to :

  • Monitor website traffic as it happens.
  • Optimise campaign performance tracking.
  • Identify and respond to issues like traffic spikes, drops or errors quickly, allowing for rapid troubleshooting.

  For example, Matomo updates tracking data every 10 seconds, which is more than enough to give you a live view of your website performance.

  #3. Personal data tracking

  Understanding user behaviour is at the heart of effective analytics. Look for a platform that allows you to track personal data while respecting privacy. This might include features like :

  • Creating detailed profiles of individual users and tracking their interactions across multiple sessions.
  • Track user-specific attributes like demographics, interests or purchase history.
  • Track user ID across different devices and platforms to understand user experience.

  #4. Conversion tracking

  Ultimately, you want to measure how effective your website is in achieving your business goals. Conversion tracking allows you to :

  • Define and track key performance indicators (KPIs) like purchases, sign-ups or downloads.
  • Identify bottlenecks in the user journey that prevent conversions.
  • Measure the ROI of your marketing campaigns.

  #5. Session recordings

  Session recordings give your development team a qualitative understanding of user behaviour by letting you watch replays of individual user sessions. This can help you :

  • Identify usability issues.
  • Understand how users navigate your site and interact with different elements.
  • Uncover bugs or errors.

  #6. A/B testing

  Experimentation is key to optimising your website and improving conversion rates. Look for an integrated A/B testing feature that allows you to :

  • Test different variations of your website in terms of headlines, images, calls to action or page layouts.
  • Measure the impact on key metrics.
  • Implement changes based on statistically significant differences in user behaviour patterns, rather than guesswork.

  #7. Custom reporting and dashboards

  Every business has unique reporting needs. Look for a flexible platform that allows you to :

  • Build custom reports that focus on the metrics that matter most to you.
  • Create personalised dashboards that provide a quick overview of those KPIs.
  • Automate report generation to save your team valuable time.

  #8. No data sampling

  Data sampling can save time and processing power, but it can also lead to inaccurate insights if the sample isn’t representative of the entire dataset. The solution is to avoid data sampling entirely.

  Processing 100% of your customers’ data ensures that your reports are accurate and unbiased, providing a true picture of customer behaviour.

  #9. Google Analytics migration tools

  If you’re migrating from Google Analytics, a data export/import tool can save you time and effort. Some open-source analytics projects offer dedicated data importers to transfer historical data from GA into the new platform, preserving valuable insights. These tools help maintain data continuity and simplify the transition, reducing the manual effort involved in setting up a new analytics platform.

  #10 A broad customer base

  The breadth and diversity of an analytics platform’s customer base can be a strong indicator of its trustworthiness and capabilities. Consider the following :

  • Verticals served
  • The size of the companies that use it
  • Whether it’s trusted in highly-regulated industries

  If a platform is trusted by a large entity with stringent security and privacy requirements, such as governments or military branches, it speaks volumes about its security and data protection capabilities.

  #11 Self-hosting

  Self-hosting offers unparalleled control over your customers’ data and infrastructure.

  Unlike cloud-based solutions, where your customers’ data resides on third-party servers, self-hosting means you manage your own servers and databases. This approach ensures that your customers’ data remains within your own infrastructure, enhancing privacy and security.

  There are other features, like analytics for mobile apps, but these 11 will help shortlist your options to find the ideal tool.

  Choosing your self-hosted open-source analytics platform : A step-by-step guide

  The right self-hosted open-source analytics platform can significantly impact your data strategy. Follow these steps to make the best choice :

  

  Step #1. Define your needs and objectives

  Begin by clearly outlining what you want to achieve with your analytics platform :

  • Identify relevant KPIs.
  • Determine what type of reports to generate, their frequency and distribution.
  • Consider your privacy and compliance needs, like GDPR and CCPA.

  Step #2. Define your budget

  While self-hosted open-source platforms are usually free to use, there are still costs associated with self-hosting, including :

  • Server hardware and infrastructure.
  • Ongoing maintenance, updates and potential support fees.
  • Development resources if you plan to customise the platform.

  Step #3. Consider scalability and performance

  Scaling your analytics can be an issue with self-hosted platforms since it means scaling your server infrastructure as well. Before choosing a platform, you must think about :

  • Current traffic volume and projected growth.
  • Your current capacity to handle traffic.
  • The platform’s scalability options.

  Step #4. Research and evaluate potential solutions

  Shortlist a few different open-source analytics platforms that align with your requirements. In addition to the features outlined above, also consider factors like :

  • Ease of use.
  • Community and support.
  • Comprehensive documentation.
  • The platform’s security track record.

  Step #5. Sign up for a free trial and conduct thorough testing

  Many platforms offer free trials or demos. Take advantage of these opportunities to test the platform’s features, evaluate the user interface and more.

  You can embed multiple independent tracking codes on your website, which means you can test multiple analytics platforms simultaneously. Doing so helps you compare and validate results based on the same data, making comparisons more objective and reliable.

  Step #6. Plan for implementation and ongoing management

  After choosing a platform, follow the documentation to install and configure the software. Plan how you’ll migrate existing data if you’re switching from another platform.

  Ensure your team is trained on the platform, and establish a plan for updates, security patches and backups. Then, you’ll be ready to migrate to the new platform while minimising downtime.

  Top self-hosted open-source analytics tools

  Let’s examine three prominent self-hosted open-source analytics tools.

  Matomo

  Main Features	Analytics updated every 10 seconds, custom reports, dashboards, user segmentation, goal tracking, e-commerce tracking, funnels, heatmaps, session recordings, A/B testing, SEO tools and more advanced features.
  Best for	Businesses of all sizes and from all verticals. Advanced users
  Licencing	GPLv3 (core platform).Various commercial licences for plugins.
  Pricing	Self-hosted : Free (excluding paid plugins).Cloud version : Starts at $21.67/mo for 50K website hits when paid annually.

  

  Matomo Analytics dashboard

  Matomo is a powerful web analytics platform that prioritises data privacy and user control. It offers a comprehensive suite of features, including live analytics updated every 10 seconds, custom reporting, e-commerce tracking and more. You can choose between a full-featured open-source, self-hosted platform free of charge or a cloud-based, fully managed paid analytics service.

  Matomo also offers 100% data ownership and has a user base of over 1 million websites, including heavyweights like NASA, the European Commission, ahrefs and the United Nations.

  Plausible Analytics

  Main Features	Basic website analytics (page views, visitors, referrers, etc.), custom events, goal tracking and some campaign tracking features.
  Best for	Website owners, bloggers and small businesses.Non-technical users.
  Licencing	AGPLv3.
  Pricing	Self-hosted : FreeCloud version : Starts at $7.50/mo for 10K website hits when paid annually.

  

  Plausible Analytics 
  (Image source)

  Plausible Analytics is a lightweight, privacy-focused analytics tool designed to be simple and easy to use. It provides essential website traffic data without complex configurations or intrusive tracking.

  Fathom Lite & Fathom Analytics

  Main features	Basic website analytics (page views, visitors, referrers, etc.), custom events and goal tracking.
  Best for	Website owners and small businesses.Non-technical users.
  Licencing	Fathom Lite : MIT Licence (self-hosted).Fathom Analytics : Proprietary.
  Pricing	Fathom Lite : Free but currently unsupported.Cloud version : Starts at $12.50/month for up to 50 sites when paid annually.

  

  Fathom Analytics 
  (Image source)

  Fathom started as an open-source platform in 2018. But after the founders released V1.0.1, they switched to a closed-source, paid, proprietary model called Fathom Analytics. Since then, it has always been closed-source.

  However, the open-source version, Fathom Lite, is still available. It has very limited functionality, uses cookies and is currently unsupported by the company. No new features are under development and uptime isn’t guaranteed.

  Matomo vs. Plausible vs. Fathom

  Matomo, Plausible, and Fathom are all open-source, privacy-focused alternatives to Google Analytics. They offer features like no data sampling, data ownership, and EU-based cloud hosting.

  Here’s a head-to-head comparison of the three :

  	Matomo	Plausible	Fathom
  Focus	Comprehensive, feature-rich, customizable	Simple, lightweight, beginner-friendly	Simple, lightweight, privacy-focused
  Target User	Businesses, marketers and analysts seeking depth	Beginners, bloggers, and small businesses	Website owners and users prioritising simplicity
  Open Source	Fully open-source	Fully open-source	Limited open-source version
  Advanced analytics	Extensive	Very limited	Very limited
  Integrations	100+	Limited	Fewer than 15
  Customisation	High	Low	Low
  Data management	Granular control, raw data access, complex queries	Simplified, no raw data access	Simplified, no raw data access
  GDPR features	Compliant by design, plus GDPR Manager	Guides only	Compliant by design
  Pricing	Generally higher	Generally lower	Intermediate
  Learning curve	Steeper	Gentle	Gentle

  The open-core dilemma

  Open-source platforms are beneficial and trustworthy, leading some companies to falsely market themselves as such.

  Some were once open-source but later became commercial, criticised as “bait-and-switch.” Others offer a limited open-source “core” with proprietary features, called the “open core” model. While this dual licensing can be ethical and sustainable, some abuse it by offering a low-value open-source version and hiding valuable features behind a paywall.

  However, other companies have embraced the dual-licensing model in a more ethical way, providing a valuable solution with a wide range of tools under the open-source license and only leaving premium, non-essential add-ons as paid features.

  Matomo is a prime example of this practice, championing the principles of open-source analytics while developing a sustainable business model for its users’ benefit.

  Choose Matomo as your open-source data analytics tool

  Open-source analytics platforms offer compelling advantages over proprietary solutions like Google Analytics. They provide greater transparency, data ownership and customisation. Choosing an open-source analytics platform over a proprietary one gives you more control over your customers’ data and supports compliance with user privacy regulations.

  With its comprehensive features, powerful tools, commitment to privacy and active community, Matomo stands out as a leading choice. Make the switch to Matomo for ethical, user-focused analytics.

  Try Matomo for free.

• Consent management platforms : Keys to compliance and user trust

  14 juin, par Joe

  Today’s marketing managers and data analysts face a tricky balancing act : gaining meaningful customer insights while respecting user privacy. Finding ways to navigate the maze of complex privacy regulations while managing consent at scale can be daunting. 

  Consent management platforms (CMPs) offer a solution. They allow companies to collect data ethically, manage user consent efficiently, and comply with privacy regulations like Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

  This guide explains everything you need to know about CMPs : how they function, why they’re essential for data governance, and how they work hand-in-hand with analytics platforms to promote transparency and build trust with users.

  What is a consent management platform (CMP) and what is it for ?

  A consent management platform (CMP) helps organisations collect, organise, and store user consent for personal data processing purposes. In short, it’s a tool that ensures data collection respects user privacy and complies with regulations like the GDPR and CCPA.

  Without a CMP, businesses could face hefty fines and penalties for violating data privacy laws in different parts of the world. This shows how vital these tools are to all modern businesses.

  How do consent management platforms work ?

  CMPs give users a clear and straightforward way to provide explicit consent for data collection. These platforms manage both the technical aspects of consent storage and the user experience on your site or app.

  Here’s a simplified breakdown :

  • Cookie consent banners : The CMP displays a banner whenever a user visits your website. This banner explains the types of personal information collected and for what purpose.
  • User choice : The user can accept or reject cookies and trackers. They can often customise their preferences to choose which specific data types they’re willing to share.
  • Preference storage : The CMP stores the user’s choices. This information helps ensure that you only collect and process the permitted data.
  • Integration with other systems : CMPs integrate with other systems, such as analytics platforms and advertising networks, to ensure that data collection and processing comply with the user’s choices throughout the customer experience.

  

  A key feature of CMPs is their role in shaping privacy policy design. This design encompasses the layout, visual elements, and cues employed to seek user consent.

  A recent study by Karlstad University in Sweden showed that privacy policy design significantly influences user comprehension and willingness to disclose information. In other words, it affects consent rates considerably and is key to enhancing data collection.

  Importance of consent management for compliance

  As the world becomes increasingly interconnected, consent management is taking centre stage. Although it applies to all technologies and systems that gather or handle personal data, few instances are as relevant as smart homes.

  Smart home devices have unique access to our personal spaces and private lives. They represent a unique challenge to consent management since one person is potentially granting access to personal data from themselves and other people who may be inside or around the house.

  A 2023 study by the University College London and the University of Oxford pointed out that clear design principles and granular, contextual permission structures are essential in these situations.

  However, consent management isn’t just best practice. It’s a widespread legal requirement. Not meeting these requirements can result in hefty penalties and reputational damage to your organisation.

  Consent management under GDPR

  The European Union’s GDPR is a data protection law applicable to organisations that process the personal data of individuals residing in the European Economic Area (EEA). It’s based on the principle of opting in.

  The GDPR is one of the strongest data privacy laws globally. For non-compliance, fines can be up to €20 million or 4% of the company’s total global turnover (whichever is higher).

  It’s also one of the most heavily enforced privacy laws. According to enforcementtracker.com, Meta was fined €1.2 billion in 2023, with GDPR fines reaching over €2 billion that year alone. In the UK, the largest GDPR fine is €22.05 million, according to Statista. It pays to comply.

  The GDPR has specific rules around consent, including that it must be :

  • Freely given : Users must not be pressured or coerced.
  • Specific : Must be given for specific data processing purposes.
  • Informed : Users must be provided with clear and concise information.
  • Unambiguous : Permission must be granted through clear and affirmative action, such as checking a box or tapping a button.

  CMPs help you meet these requirements by providing a transparent and user-friendly way to obtain and manage consent.

  Consent management under CCPA

  The CCPA is another privacy protection law for businesses collecting personal information from California residents. It grants Californians the right to know what data is being collected about them, to prevent it from being sold, and to request its deletion.

  CMPs support CCPA compliance by enabling users to exercise their rights and ensuring transparent data collection practices.

  Managing consent under other regulatory frameworks

  In addition to the GDPR and CCPA, numerous other privacy regulations can impact your organisation. These regulations include :

  • The COPPA in the US
  • Brazil’s LGPD
  • Japan’s APPI
  • Canada’s PIPEDA.
  • Australia’s Privacy Act 1988 

  A CMP will help streamline the process by providing a clear, practical framework to ensure you meet all applicable requirements.

  Key features to look for in a CMP

  Choosing the right CMP is crucial for global business.

  Here are some key features to consider :

  Custom banners

  Consent banners are often among users’ first digital interactions with your brand. It should be clear, concise and visually appealing. Look for a CMP that allows you to :

  • Customise the banner’s design to match your website’s branding and aesthetics.
  • Control the banner’s positioning for optimal visibility.

  End-user management tools

  The CMP should also offer a user-friendly interface allowing visitors to grant, manage and withdraw consent.

  This includes customisable banners, granular permissions, and a preference centre. The latter is a dedicated space where users can manage their preferences anytime.

  Integration capabilities with existing systems

  The CMP should integrate with your existing technology stack, including your analytics platform, marketing automation tools and CRM. This integration ensures a smooth workflow and prevents data silos.

  How to select the right CMP for your organisation

  To find the perfect CMP, focus on your specific needs and priorities. Here’s a step-by-step guide to help you make an informed decision :

  Assessing organisational needs and goals

  Start by clearly defining your organisation’s requirements. Consider the following :

  • Types of data collected : What personal data do you collect (for example, cookies, IP addresses, location data) ?
  • Compliance requirements : Which privacy regulations must you comply with (GDPR, CCPA, COPPA) ?
  • Website or app complexity : How complex is your website or app in terms of user interactions and data collection points ?
  • Budget : How much are you willing to invest in a CMP ?

  Comparing features and pricing

  Once you thoroughly understand your needs, you can compare the features and pricing of various CMPs. Look for key features like :

  • Customisable banners
  • Granular options
  • Preference centre
  • Integration with existing systems
  • Analytics and reporting

  Once you’ve shortlisted a few options, compare the pricing and choose the best value for your budget. Take advantage of free trials before committing to a paid plan.

  Checking verified user reviews

  Read user reviews on platforms like G2 or Trustpilot to get an idea of the strengths and weaknesses of different CMPs. Look for reviews from similar organisations regarding size, industry and compliance requirements.

  Integration with a privacy-focused analytics platform

  A consent management platform acts as the bridge between your users and your analytics and marketing teams. It ensures user preferences are communicated to your analytics setup, so data collection and analysis align with their choices and comply with privacy regulations. 

  Finding a consent manager integration that works with your analytics setup is essential for businesses.

  Top five consent management platforms

  The CMP market is pretty competitive, with many players providing excellent solutions. According to Emergen Research, it was valued at $320.9 million in 2021 and is growing at 21.2%.

  Here are five of our top choices 

  1. usercentrics

  usercentrics is a comprehensive CMP with customisable banners, granular consent options and a preference centre.

  

  usercentrics geolocation rulesets page (Source : Usercentrics)

  This Google-certified CMP allows you to create global and regional consent rules to ensure compliance with local regulations like GDPR, CCPA and LGPD. For a smooth implementation, usercentrics provides access to a knowledgeable support team and a dedicated customer success executive.

  It’s worth noting that Usercentrics is the CMP we use here at Matomo. It helps us in our mission to collect and analyse data ethically and with a privacy-first mindset.

  • Key features : Customisable banners, granular permissions, cross-domain and cross-device capabilities, automatic website scans, reporting and analytics.
  • Pricing : Usercentrics offers a free plan and four paid subscription plans from €7 to €50 per month.

  2. Osano

  Osano is a user-friendly CMP focusing on transparency and ease of use.

  

  Osano’s main dashboard (Source : Osano)

  Osano can scan websites for tracking technologies without impacting the user experience.

  • Key features : Customisable banners, multi-language support, granular consent options, a preference centre and access to a knowledgeable team of compliance specialists.
  • Pricing : Osano offers a self-service free plan and a paid plan at $199 per month.

  3. Cookiebot

  Cookiebot is another popular CMP with numerous integration options, including Matomo and other analytics tools. 

  

  Cookiebot consent banner options (Source : Cookiebot)

  • Key features : A cookie scanner, a privacy trigger or button allowing users to change their consent settings, a consent management API and advanced analytics.
  • Pricing : Cookiebot offers a free plan and paid plans ranging from €7 to €50 per month.

  4. CookieYes

  CookieYes is well-suited for small businesses and websites with basic privacy needs. 

  

  CookieYes cookie banner options (Source : CookieYes)

  It offers various features, including multilingual support, geo-targeting, privacy policy generation, and a preference centre. CookieYes also integrates with analytics and CMS tools, making it easy to implement as part of your stack.

  • Key features : Customisable consent banners, granular consent options, preference centre, integration with Matomo, reporting and analytics.
  • Pricing : You can use CookieYes for free or subscribe to one of their three paid plans, which range from $10 to $55 per month.

  5. Tarte au Citron

  Tarte au Citron is an open-source, lightweight, and customisable CMP developed in France.

  

  (Source : Tarte au Citron)

  Its focus is on transparency and user experience. It provides many features free of charge, but many do require some technical knowledge to deploy. There’s also a paid subscription with ongoing support and faster implementation.

  Tarte au Citron integrates with Matomo, which is also open-source. If you’re building an open-source stack for your analytics, Matomo and Tarte au Citron make an excellent pair.

  • Key features : Open-source, customisable consent banners, integration with Matomo, works with over 220 services.
  • Pricing : You can deploy the open-source core for free, but Tarte au Citron offers three paid licenses starting at €190 for one year and reaching €690 for a lifetime license.

  How to implement cookie consent the right way

  Implementing cookie consent requires precision, time and effort. But doing it wrong can result in significant legal penalties and severe reputational damage, eroding user trust and impacting your brand’s standing. Here are the key dos and don’ts of consent :

  

  Provide clear and concise information

  Use plain language that is easy for anyone to understand. Avoid using technical terms or legal jargon that may confuse users.

  Prioritise transparency

  Be upfront about your data collection practices. Clearly state what data you collect, how you use it and who you share it with. Provide links to your privacy and cookie policies for users who want to learn more.

  Offer granular control

  Give users detailed control over as many of their cookie preferences as possible. Allow them to choose which categories of tracking cookies they consent to, such as strictly necessary, performance and marketing cookies.

  Implement user-friendly banners

  Ensure banners are prominently displayed, easy to understand, and use clear and concise language. Also, make sure they’re accessible to all users, including those with disabilities.

  Respect “do not track” settings

  It’s essential to honour users’ choices when they enable their “do not track” browser setting.

  Document consent

  Maintain a record of user consent. This will help you demonstrate compliance with data privacy regulations and provide evidence of user consent in case of an audit or investigation.

  Regularly review and update consent policies

  Review and update your customer consent policies regularly to ensure they comply with evolving data privacy regulations and reflect your current data collection practices.

  Cookie consent pitfalls to avoid

  Here are some common pitfalls to avoid that may lead to legal penalties, loss of user trust or inaccurate analytics :

  • Avoid lengthy and complicated explanations. Overwhelming users with dense legal jargon or overly technical details can lead to consent fatigue and reduce the likelihood of informed consent.
  • Don’t force users to accept all cookies or none. Blanket consent options violate user autonomy and fail to comply with regulations like the GDPR.
  • Don’t make information about your data collection practices hard to find. Hidden or buried privacy policies breed suspicion and erode trust.
  • Avoid pre-checking all cookie consents. Pre-checked boxes imply consent without explicit user action, which is not compliant with GDPR and similar regulations. Users must actively opt in, not out.

  Emerging consent management trends 

  Consent management is constantly evolving and driven by new technologies, regulations, and user expectations. Here are some emerging trends to watch out for in the short term :

  • Increased automation : AI and machine learning are helping automate consent management processes, making them more efficient and effective.
  • Enhanced user experience : CMPs are becoming more user-friendly, focusing on providing an intuitive experience.
  • Privacy-preserving analytics : CMPs are being integrated with privacy-preserving analytics platforms, such as Matomo, to enable organisations to gain insights into user behaviour without compromising privacy.
  • Google Consent Mode : In 2024, Google rolled out Consent Mode v2 to align with the Digital Markets Act. Due to upcoming privacy regulations, more versions may be coming soon.

  The Privacy Governance Report 2024 also highlights the increasing complexity of managing data privacy, with more than four in five privacy professionals taking on additional responsibilities in their existing roles. This trend will likely continue in the coming years as more privacy laws are enacted.

  Addressing upcoming privacy regulations

  Data privacy and user consent requirements continue to emerge and evolve. Businesses must stay informed and adapt their practices accordingly.

  

  In 2025, several new privacy regulations are going into effect, including :

  • New state-level privacy laws in eight US states :
    • Delaware (1 January 2025)
    • Iowa (1 January 2025)
    • Nebraska (1 January 2025)
    • New Hampshire (1 January 2025)
    • New Jersey (15 January 2025)
    • Tennessee (1 July 2025)
    • Minnesota (31 July 2025)
    • Maryland (1 October 2025)
  • The EU’s Artificial Intelligence Act (which will be implemented from 1 August 2024 through 2 August 2026) and other AI-focused regulations.
  • The UK Adequacy Decision Review has a deadline of 27 December 2025.

  Organisations that collect, process or otherwise handle data from Europe and the above-named US states should proactively prepare for these changes by :

  • Conducting regular privacy impact assessments
  • Reviewing consent mechanisms regularly
  • Implementing data minimisation strategies
  • Providing user-friendly privacy controls

  Future-proofing your consent management strategy

  CMPs are essential for managing consent preferences, protecting user privacy, and earning customers’ trust through transparency and ethical data practices.

  When choosing a CMP, you should consider key features such as integration capabilities, customisation options and user-friendly interfaces.

  Integrating a CMP with a privacy-first analytics solution like Matomo allows you to collect and analyse data in a way that’s compliant and respectful of user preferences. This combination helps maintain data integrity while demonstrating a strong commitment to privacy. 

  Start your 21-day free trial today.

• A Guide to App Analytics Tools that Drive Growth

  7 mars, par Daniel Crough — App Analytics

  Mobile apps are big business, generating £438 billion in global revenue between in-app purchases (38%) and ad revenue (60%). And with 96% of apps relying on in-app monetisation, the competition is fierce.

  To succeed, app developers and marketers need strong app analytics tools to understand their customers’ experiences and the effectiveness of their development efforts.

  This article discusses app analytics, how it works, the importance and benefits of mobile app analytics tools, key metrics to track, and explores five of the best app analytics tools on the market.

  What are app analytics tools ?

  Mobile app analytics tools are software solutions that provide insights into how users interact with mobile applications. They track user behaviour, engagement and in-app events to reveal what’s working well and what needs improvement.

  Insights gained from mobile app analytics help companies make more informed decisions about app development, marketing campaigns and monetisation strategies.

  What do app analytics tools do ?

  App analytics tools embed a piece of code, called a software development kit (SDK), into an app. These SDKs provide the essential infrastructure for the following functions :

  • Data collection : The SDK collects data within your app and records user actions and events, like screen views, button clicks, and in-app purchases.
  • Data filtering : SDKs often include mechanisms to filter data, ensuring that only relevant information is collected.
  • Data transmission : Once collected and filtered, the SDK securely transmits the data to an analytics server. The SDK provider can host this server (like Firebase or Amplitude), or you can host it on-premise.
  • Data processing and analysis : Servers capture, process and analyse large stores of data and turn it into useful information.
  • Visualisation and reporting : Dashboards, charts and graphs present processed data in a user-friendly format.

  

  Six ways mobile app analytics tools fuel marketing success and drive product growth

  Mobile app analytics tools are vital in driving product development, enhancing user experiences, and achieving business objectives.

  #1. Improving user understanding

  The better a business understands its customers, the more likely it is to succeed. For mobile apps, that means understanding how and why people use them.

  Mobile analytics tools provide detailed insights into user behaviours and preferences regarding apps. This knowledge helps marketing teams create more targeted messaging, detailed customer journey maps and improve user experiences.

  It also helps product teams understand the user experience and make improvements based on those insights.

  For example, ecommerce companies might discover that users in a particular area are more likely to buy certain products. This allows the company to tailor its offers and promotions to target the audience segments most likely to convert.

  #2 Optimising monetisation strategies for increased revenue and user retention

  In-app purchases and advertising make up 38% and 60% of mobile app revenue worldwide, respectively. App analytics tools provide insights companies need to optimise app monetisation by :

  • Analysing purchase patterns to identify popular products and understand pricing sensitivities.
  • Tracking in-app behaviour to identify opportunities for enhancing user engagement.

  App analytics can track key metrics like visit duration, user flow, and engagement patterns. These metrics provide critical information about user experiences and can help identify areas for improvement.

  How meaningful are the impacts ?

  Duolingo, the popular language learning app, reported revenue growth of 45% and an increase in daily active users (DAU) of 65% in its Q4 2023 financial report. The company attributed this success to its in-house app analytics platform.

  

  #3. Understanding user experiences

  Mobile app analytics tools track the performance of user interactions within your app, such as :

  • Screen views : Which screens users visit most frequently
  • User flow : How users navigate through your app
  • Session duration : How long users spend in your app
  • Interaction events : Which buttons, features, and functions users engage with most

  Knowing how users interact with your app can help refine your approach, optimise your efforts, and drive more conversions.

  #4. Personalising user experiences

  A recent McKinsey survey showed that 71% of users expect personalised app experiences. Product managers must stay on top of this since 76% of users get frustrated if they don’t receive the personalisation they expect.

  Personalisation on mobile platforms requires data capture and analysis. Mobile analytics platforms can provide the data to personalise the user onboarding process, deliver targeted messages and recommend relevant content or offers.

  Spotify is a prime example of personalisation done right. A recent case study by Pragmatic Institute attributed the company’s growth to over 500 million active daily users to its ability to capture, analyse and act on :

  • Search behaviour
  • Individual music preferences
  • Playlist data
  • Device usage
  • Geographical location

  The streaming service uses its mobile app analytics software to turn this data into personalised music recommendations for its users. Spotify also has an in-house analytics tool called Spotify Premium Analytics, which helps artists and creators better understand their audience.

  #5. Enhancing app performance

  App analytics tools can help identify performance issues that might be affecting user experience. By monitoring metrics like load time and app performance, developers can pinpoint areas that need improvement.

  Performance optimisation is crucial for user retention. According to Google research, 53% of mobile site visits are abandoned if pages take longer than three seconds to load. While this statistic refers to websites, similar principles apply to apps—users expect fast, responsive experiences.

  Analytics data can help developers prioritise performance improvements by showing which screens or features users interact with most frequently, allowing teams to focus their optimisation efforts where they’ll have the greatest impact.

  #6. Identifying growth opportunities

  App analytics tools can reveal untapped opportunities for growth by highlighting :

  • Features users engage with most
  • Underutilised app sections that might benefit from redesign
  • Common user paths that could be optimised
  • Moments where users tend to drop off

  This intelligence helps product teams make data-informed decisions about future development priorities, feature enhancements, and potential new offerings.

  For example, a streaming service might discover through analytics that users who create playlists have significantly higher retention rates. This insight could lead to development of enhanced playlist functionality to encourage more users to create them, ultimately boosting overall retention.

  Key app metrics to track

  Using mobile analytics tools, you can track dozens of key performance indicators (KPIs) that measure everything from customer engagement to app performance. This section focuses on the most important KPIs for app analytics, classified into three categories :

  • App performance KPIs
  • User engagement KPIs
  • Business impact KPIs

  While the exact metrics to track will vary based on your specific goals, these fundamental KPIs form the foundation of effective app analytics.

  

  App performance KPIs

  App performance metrics tell you whether an app is reliable and operating properly. They help product managers identify and address technical issues that may negatively impact user experiences.

  Some key metrics to assess performance include :

  • Screen load time : How quickly screens load within your app
  • App stability : How often your app crashes or experiences errors
  • Response time : How quickly your app responds to user interactions
  • Network performance : How efficiently your app handles data transfers

  User engagement KPIs

  Engagement KPIs provide insights into how users interact with an app. These metrics help you understand user behaviour and make UX improvements.

  Important engagement metrics include :

  • Returning visitors : A measure of how often users return to an app
  • Visit duration : How long users spend in your app per session
  • User flow : Visualisation of the paths users take through your app, offering insights into navigation patterns
  • Event tracking : Specific interactions users have with app elements
  • Screen views : Which screens are viewed most frequently

  Business impact KPIs

  Business impact KPIs connect app analytics to business outcomes, helping demonstrate the app’s value to the organisation.

  Key business impact metrics include :

  • Conversion events : Completion of desired actions within your app
  • Goal completions : Tracking when users complete specific objectives
  • In-app purchases : Monitoring revenue from within the app
  • Return on investment : Measuring the business value generated relative to development costs

  Privacy and app analytics : A delicate balance

  While app analytics tools can be a rich source of user data, they must be used responsibly. Tracking user in-app behaviour and collecting user data, especially without consent, can raise privacy concerns and erode user trust. It can also violate data privacy laws like the GDPR in Europe or the OCPA, FDBR and TDPSA in the US.

  With that in mind, it’s wise to choose user-tracking tools that prioritise user privacy while still collecting enough data for reliable analysis.

  Matomo is a privacy-focused web and app analytics solution that allows you to collect and analyse user data while respecting user privacy and following data protection rules like GDPR.

  The five best app analytics tools to prove marketing value

  In this section, we’ll review the five best app analytics tools based on their features, pricing and suitability for different use cases.

  Matomo — Best for privacy-compliant app analytics

  Matomo app analytics is a powerful, open-source platform that prioritises data privacy and compliance.

  

  It offers a suite of features for tracking user engagement and conversions across websites, mobile apps and intranets.

  Key features

  • Complete data ownership : Full control over your analytics data with no third-party access
  • User flow analysis : Track user journeys across different screens in your app
  • Custom event tracking : Monitor specific user interactions with customisable events
  • Ecommerce tracking : Measure purchases and product interactions
  • Goal conversion monitoring : Track completion of important user actions
  • Unified analytics : View web and app analytics in one platform for a complete digital picture

  Benefits

  • Eliminate compliance risks without sacrificing insights
  • Get accurate data with no sampling or data manipulation
  • Choose between self-hosting or cloud deployment
  • Deploy one analytics solution across your digital properties (web and app) for a single source of truth

  Pricing

  Plan	Price
  Cloud	Starts at £19/month
  On-Premise	Free

  Matomo is a smart choice for businesses that value data privacy and want complete control over their analytics data. It’s particularly well-suited for organisations in highly regulated industries, like banking.

  While Matomo’s app analytics features focus on core analytics capabilities, its privacy-first approach offers unique advantages. For organisations already using Matomo for web analytics, extending to mobile creates a unified analytics ecosystem with consistent privacy standards across all digital touchpoints, giving organisations a complete picture of the customer journey.

  Firebase — Best for Google services integration

  Firebase is the mobile app version of Google Analytics. It’s the most popular app analytics tool on the market, with over 99% of Android apps and 77% of iOS apps using Firebase.

  

  Firebase is popular because it works well with other Google services. It also has many features, like crash reporting, A/B testing and user segmentation.

  Pricing

  Plan	Price
  Spark	Free
  Blaze	Pay-as-you-go based on usage
  Custom	Bespoke pricing for high-volume enterprise users

  Adobe Analytics — Best for enterprise app analytics

  Adobe Analytics is an enterprise-grade analytics solution that provides valuable insights into user behaviour and app performance.

  

  It’s part of the Adobe Marketing Cloud and integrates easily with other Adobe products. Adobe Analytics is particularly well-suited for large organisations with complex analytics needs.

  Pricing

  Plan	Price
  Select	Pricing on quote
  Prime	Pricing on quote
  Ultimate	Pricing on quote

  While you must request a quote for pricing, Scandiweb puts Adobe Analytics at £2,000/mo–£2,500/mo for most companies, making it an expensive option.

  Apple App Analytics — Best for iOS app analysis

  Apple App Analytics is a free, built-in analytics tool for iOS app developers.

  

  This analytics platform provides basic insights into user engagement, app performance and marketing campaigns. It has fewer features than other tools on this list, but it’s a good place for iOS developers who want to learn how their apps work.

  Pricing

  Apple Analytics is free.

  Amplitude — Best for product analytics

  Amplitude is a product analytics platform that helps businesses understand user behaviour and build better products.

  

  It excels at tracking user journeys, identifying user segments and measuring the impact of product changes. Amplitude is a good choice for product managers and data analysts who want to make informed decisions about product development.

  Pricing

  Plan	Price
  Starter	Free
  Plus	From £49/mo
  Growth	Pricing on quote

  Choose Matomo’s app analytics to unlock growth

  App analytics tools help marketers and product development teams understand user experiences, improve app performance and enhance products. Some of the best app analytics tools available for 2025 include Matomo, Firebase and Amplitude.

  However, as you evaluate your options, consider taking a privacy-first approach to app data collection and analysis, especially if you’re in a highly regulated industry like banking or fintech. Matomo Analytics offers a powerful and ethical solution that allows you to gain valuable insights while respecting user privacy.

  Ready to take control of your app analytics ? Start your 21-day free trial.