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• What is Web Log Analytics and Why You Should Use It

  26 juin 2024, par Erin

  Can’t use JavaScript tracking on your website ? Need a more secure and privacy-friendly way to understand your website visitors ? Web log analytics is your answer. This method pulls data directly from your server logs, offering a secure and privacy-respecting alternative.  

  In this blog, we cover what web log analytics is, how it compares to JavaScript tracking, who it is best suited for, and why it might be the right choice for you. 

  What are server logs ? 

  Before diving in, let’s start with the basics : What are server logs ? Think of your web server as a diary that notes every visit to your website. Each time someone visits, the server records details like : 

  • User agent : Information about the visitor’s browser and operating system. 

  • Timestamp : The exact time the request was made. 

  • Requested URL : The specific page or resource the visitor requested. 

  These “diary entries” are called server logs, and they provide a detailed record of all interactions with your website. 

  Server log example 

  Here’s what a server log looks like : 

  192.XXX.X.X – – [24/Jun/2024:14:32:01 +0000] “GET /index.html HTTP/1.1” 200 1024 “https://www.example.com/referrer.html” “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 

  192.XXX.X.X – – [24/Jun/2024:14:32:02 +0000] “GET /style.css HTTP/1.1” 200 3456 “https://www.example.com/index.html” “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 

  192.XXX.X.X – – [24/Jun/2024:14:32:03 +0000] “GET /script.js HTTP/1.1” 200 7890 “https://www.example.com/index.html” “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 

  192.XXX.X.X – – [24/Jun/2024:14:32:04 +0000] “GET /images/logo.png HTTP/1.1” 200 1234 “https://www.example.com/index.html” “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 

  Breakdown of the log entry 

  Each line in the server log represents a single request made by a visitor to your website. Here’s a detailed breakdown of what each part means : 

  • IP Address : 192.XXX.X.X 
    • This is the IP address of the visitor’s device. 
  • User Identifier : – – 
    • These fields are typically used for user identification and authentication, which are not applicable here, hence the hyphens. 
  • Timestamp : [24/Jun/2024:14:32:01 +0000] 
  • • • The date and time of the request, including the timezone. 
  • Request Line : “GET /index.html HTTP/1.1” 
    • The request method (GET), the requested resource (/index.html), and the HTTP version (HTTP/1.1). 
  • Response Code : 200 
    • The HTTP status code indicates the result of the request (200 means OK). 
  • Response Size : 1024 
    • The size of the response in bytes. 
  • Referrer : “https://www.example.com/referrer.html“ 
    • The URL of the referring page that led the visitor to the current page. 
  • User Agent : “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 
    • Information about the visitor’s browser and operating system. 

  In the example above, there are multiple log entries for different resources (HTML page, CSS file, JavaScript file, and an image). This shows that when a visitor loads a webpage, multiple requests are made to load all the necessary resources. 

  What is web log analytics ? 

  Web log analytics is one of many methods for tracking visitors to your site.  

  

  Web log analytics is the process of analysing server log files to track and understand website visitors. Unlike traditional methods that use JavaScript tracking codes embedded in web pages, web log analytics pulls data directly from these server logs. 

  How it works : 

  1. Visitor request : A visitor’s browser requests your website. 
  2. Server logging : The server logs the request details. 
  3. Analysis : These logs are analysed to extract useful information about your visitors and their activities. 

  Web log analytics vs. JavaScript tracking 

  JavaScript tracking 

  JavaScript tracking is the most common method used to track website visitors. It involves embedding a JavaScript code snippet into your web pages. This code collects data on visitor interactions and sends it to a web analytics platform. 

  

  Differences and benefits :
  

  Privacy : 

  • Web log analytics : Since it doesn’t require embedding tracking codes, it is considered less intrusive and helps maintain higher privacy standards. 

  • JavaScript tracking : Embeds tracking codes directly on your website, which can be more invasive and raise privacy concerns. 

  Ease of setup : 

  • Web log analytics : No need to modify your website’s code. All you need is access to your server logs. 

  • JavaScript tracking : Requires adding tracking code on your web pages. This is generally an easier setup process.  

  Data collection : 

  • Web log analytics : Contain requests of users with adblockers (ghostery, adblock, adblock plus, privacy badger, etc.) sometimes making it more accurate. However, it may miss certain interactive elements like screen resolution or user events. It may also over-report data.  

  • JavaScript tracking : Can collect a wide range of data, including Custom dimensions, Ecommerce tracking, Heatmaps, Session recordings, Media and Form analytics, etc. 

  Why choose web log analytics ? 

  Enhanced privacy 

  Avoiding embedded tracking codes means there’s no JavaScript running on your visitors’ browsers. This significantly reduces the risk of data leakage and enhances overall privacy. 

  Comprehensive data collection 

  It isn’t affected by ad blockers or browser tracking protections, ensuring you capture more complete and accurate data about your visitors. 

  Historical data analysis 

  You can import and analyse historical log files, giving you insights into long-term visitor behaviour and trends. 

  Simple setup 

  Since it relies on server logs, there’s no need to alter your website’s code. This makes setup straightforward and minimises potential technical issues. 

  Who should use web log analytics ? 

  Web log analytics is particularly suited for businesses that prioritise data privacy and security.

  Organisations that handle sensitive data, such as banks, healthcare providers, and government agencies, can benefit from the enhanced privacy.  

  By avoiding JavaScript tracking, these entities minimise data exposure and comply with strict privacy regulations like Sarbanes Oxley and PCI. 

  Why use Matomo for web log analytics ? 

  Matomo stands out as a top choice for web log analytics because it prioritises privacy and data ownership

  

  Here’s why : 

  • Complete data control : You own all your data, so you don’t have to worry about third-party access. 
  • IP anonymisation : Matomo anonymises IP addresses to further protect user privacy. 
  • Bot filtering : Automatically excludes bots from your reports, ensuring you get accurate data. 
  • Simple migration : You can easily switch from other tools like AWStats by importing your historical logs into Matomo. 
  • Server log recognition : Recognises most server log formats (Apache, Nginx, IIS, etc.). 

  Start using web log analytics 

  Web log analytics offers a secure, privacy-focused alternative to traditional JavaScript tracking methods. By analysing server logs, you get valuable insights into your website traffic while maintaining high privacy standards.  

  If you’re serious about privacy and want reliable data, give Matomo’s web log analytics a try.  

  Start your 21-day free trial now. No credit card required. 

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• A Quick Start Guide to the Payment Services Directive (PSD2)

  22 novembre 2024, par Daniel Crough — Banking and Financial Services, Privacy

  In 2023, there were 266.2 billion real-time payments indicating that the demand for secure transactions has never been higher. As we move towards a more open banking system, there are a host of new payment solutions that offer convenience and efficiency, but they also present new risks.

  The Payment Services Directive 2 (PSD2) is one of many regulations established to address these concerns. PSD2 is a European Union (EU) business initiative to offer smooth payment experiences while helping customers feel safe from online threats. 

  In this post, learn what PSD2 includes, how it improves security for online payments, and how Matomo supports banks and financial institutions with PSD2 compliance.

  What is PSD2 ? 

  PSD2 is an EU directive that aims to improve the security of electronic payments across the EU. It enforces strong customer authentication and allows third-party access to consumer accounts with explicit consent. 

  Its main objectives are :

  • Strengthening security and data privacy measures around digital payments.
  • Encouraging innovation by allowing third-party providers access to banking data.
  • Improving transparency with clear communication regarding fees, terms and conditions associated with payment services.
  • Establishing a framework for sharing customer data securely through APIs for PSD2 open banking.

  Rationale behind PSD2 

  PSD2’s primary purpose is to engineer a more integrated and efficient European payment market without compromising the security of online transactions. 

  The original directive aimed to standardise payment services across EU member states, but as technology evolved, an updated version was needed.

  PSD2 is mandatory for various entities within the European Economic Area (EEA), like :

  • Banks and credit institutions
  • Electronic money institutions or digital banks like Revolut
  • Card issuing and acquiring institutions
  • Fintech companies
  • Multi-national organisations operating in the EU

  PSD2 implementation timeline

  With several important milestones, PSD2 has reshaped how payment services work in Europe. Here’s a closer look at the pivotal events that paved the way for its launch.

  • 2002 : The banking industry creates the European Payments Council (EC), which drives the Single Euro Payments Area (SEPA) initiative to include non-cash payment instruments across European regions. 
  • 2007 : PSD1 goes into effect.
  • 2013 : EC proposes PSD2 to include protocols for upcoming payment services.
  • 2015 : The Council of European Union passes PSD2 and gives member states two years to incorporate it.
  • 2018 : PSD2 goes into effect. 
  • 2019 : The final deadline for all companies within the EU to comply with PSD2’s regulations and rules for strong customer authentication. 

  PSD2 : Key components 

  PSD2 introduces several key components. Let’s take a look at each one.

  Strong Customer Authentication (SCA)

  The Regulatory Technical Standards (RTS) under PSD2 outline specific requirements for SCA. 

  SCA requires multi-factor authentication for online transactions. When customers make a payment online, they need to verify their identity using at least two of the three following elements :

  • Knowledge : Something they know (like a password, a code or a secret answer)
  • Possession : Something they have (like their phone or card)
  • Inherence : Something they are (like biometrics — fingerprints or facial features)

  

  Before SCA, banks verified an individual’s identity only using a password. This dual verification allows only authorised users to complete transactions. SCA implementation reduces fraud and increases the security of electronic payments.

  SCA implementation varies for different payment methods. Debit and credit cards use the 3D Secure (3DS) protocol. E-wallets and other local payment measures often have their own SCA-compliant steps. 

  3DS is an extra step to authenticate a customer’s identity. Most European debit and credit card companies implement it. Also, in case of fraudulent chargebacks, the issuing bank becomes liable due to 3DS, not the business. 

  However, in SCA, certain transactions are exempt : 

  • Low-risk transactions : A transaction by an issuer or an acquirer whose fraud level is below a specific threshold. If the acquirer feels that a transaction is low risk, they can request to skip SCA. 
  • Low-value transactions : Transactions under €30.
  • Trusted beneficiaries : Trusted merchants customers choose to safelist.
  • Recurring payments : Recurring transactions for a fixed amount are exempt from SCA after the first transaction.

  Third-party payment service providers (TPPs) framework

  TPPs are entities authorised to access customer banking data and initiate payments. There are three types of TPPs :

  Account Information Service Providers (AISPs)

  AISPs are services that can view customers’ account details, but only with their permission. For example, a budgeting app might use AISP services to gather transaction data from a user’s bank account, helping them monitor expenses and oversee finances. 

  Payment Initiation Service Providers (PISPs)

  PISPs enable clients to initiate payments directly from their bank accounts, bypassing the need for conventional payment options such as debit or credit cards. After the customer makes a payment, PISPs immediately contact the merchant to ensure the user can access the online services or products they bought. 

  Card-Based Payment Instruments (CBPII)

  CBPIIs refer to services that issue payment cards linked to customer accounts. 

  Requirements for TPPs

  To operate effectively under PSD2, TPPs must meet several requirements :

  Consumer consent : Customers must explicitly authorise TPPs to retrieve their financial data. This way, users can control who can view their information and for what purpose.

  Security compliance : TPPs must follow SCA and secure communication guidelines to protect users from fraud and unauthorised access.

  API availability : Banks must make their Application Programming Interfaces (APIs) accessible and allow TPPs to connect securely with the bank’s systems. This availability helps in easy integration and lets TPPs access essential data. 

  Consumer protection methods

  PSD2 implements various consumer protection measures to increase trust and transparency between consumers and financial institutions. Here’s a closer look at some of these key methods :

  • Prohibition of unjustified fees : PSD2 requires banks to clearly communicate any additional charges or fees for international transfers or account maintenance. This ensures consumers are fully aware of the actual costs and charges.
  • Timely complaint resolution : PSD2 mandates that payment service providers (PSPs) have a straightforward complaint procedure. If a customer faces any problems, the provider must respond within 15 business days. This requirement encourages consumers to engage more confidently with financial services.
  • Refund in case of unauthorised payment : Customers are entitled to a full refund for payments made without their consent.
  • Surcharge ban : Additional charges on credit and debit card payments aren’t allowed. Businesses can’t impose extra fees on these payment methods, which increases customers’ purchasing power.

  Benefits of PSD2 

  Businesses — particularly those in banking, fintech, finserv, etc. — stand to benefit from PSD2 in several ways.

  Access to customer data

  With customer consent, banks can analyse spending patterns to develop tailored financial products that match customer needs, from personalised savings accounts to more relevant loan offerings.

  Innovation and cost benefits 

  PSD2 opened payment processing up to more market competition. New payment companies bring fresh approaches to banking services, making daily transactions more efficient while driving down processing fees across the sector.

  Also, banks now work alongside payment technology providers, combining their strengths to create better services. This collaboration brings faster payment options to businesses, helping them stay competitive while reducing operational costs.

  Improved customer trust and experience

  Due to PSD2 guidelines, modern systems handle transactions quickly without compromising the safety of payment data, creating a balanced approach to digital banking.

  

  Banking customers now have more control over their financial information. Clear processes allow consumers to view and adjust their financial preferences as needed.

  Strong security standards form the foundation of these new payment systems. Payment provider platforms must adhere to strict regulations and implement additional protection measures.

  Challenges in PSD2 compliance 

  What challenges can banks and financial institutions face regarding PSD2 compliance ? Let’s examine them. 

  Resource requirements

  For many businesses, the new requirements come with a high price tag. PSD2 requires banks and fintechs to build and update their systems so that other providers can access customer data safely. For example, they must develop APIs to allow TPPs to acquire customer data. 

  Many banks still use older systems that can’t meet PSD2’s added requirements. In addition to the cost of upgrades, complying with PSD2 requires banks to devote resources to training staff and monitoring compliance.

  The significant costs required to update legacy systems and IT infrastructure while keeping services running remain challenging.

  Risks and penalties

  Organisations that fail to comply with PSD2 regulations can face significant penalties.

  Additionally, the overlapping requirements of PSD2 and other regulations, such as the General Data Protection Regulation (GDPR), can create confusion. 

  Banks need clear agreements with TPPs about who’s responsible when things go wrong. This includes handling data breaches, preventing data misuse and protecting customer information. 

  Increased competition 

  Introducing new players in the financial ecosystem, such as AISPs and PISPs, creates competition. Banks must adapt their services to stay competitive while managing compliance costs.

  PSD2 aims to protect customers but the stronger authentication requirements can make banking less convenient. Banks must balance security with user experience. Focused time, effort and continuous monitoring are needed for businesses to stay compliant and competitive.

  How Matomo can help 

  Matomo gives banks and financial institutions complete control over their data through privacy-focused web analytics, keeping collected information internal rather than being used for marketing or other purposes. 

  Its advanced security setup includes access controls, audit logs, SSL encryption, single sign-on and two-factor authentication. This creates a secure environment where sensitive data remains accessible only to authorised staff.

  While prioritizing privacy, Matomo provides tools to understand user flow and customer segments, such as session recordings, heatmaps and A/B testing.

  Financial institutions particularly benefit from several key features : 

  • Tools for obtaining explicit consent before processing personal data like this Do Not Track preference
  • Insights into how financial institutions integrate TPPs (including API usage, user engagement and potential authentication drop-off points)
  • Tracking of failed login attempts or unusual access patterns
  • IP anonymization to analyse traffic patterns and detect potential fraud

  

  PSD3 : The next step 

  In recent years, we have seen the rise of innovative payment companies and increasingly clever fraud schemes. This has prompted regulators to propose updates to payment rules.

  PSD3’s scope is to adapt to the evolving digital transformation and to better handle these fraud risks. The proposed measures : 

  • Encourage PSPs to share fraud-related information.
  • Make customers aware of the different types of fraud.
  • Strengthen customer authentication standards.
  • Provide non-bank PSPs restricted access to EU payment systems. 
  • Enact payment rules in a directly applicable regulation and harmonise and enforce the directive.

  Web analytics that respect user privacy 

  Achieving compliance with PSD2 may be a long road for some businesses. With Matomo, organisations can enjoy peace of mind knowing their data practices align with legal requirements.

  Ready to stop worrying over compliance with regulations like PSD2 and take control of your data ? Start your 21-day free trial with Matomo.

• A Primer to Ethical Marketing : How to Build Trust in a Privacy-First World

  11 mars, par Alex Carmona — Marketing, Privacy, ethical marketing

  Imagine a marketing landscape where transparency replaces tactics, where consumer privacy is prioritised over exploitation, and where authentic value builds genuine relationships.

  This isn’t just an ideal—it’s the future of marketing. And it starts with ethical marketing practices.

  76% of consumers refuse to buy from companies they do not trust with their data. Ethical marketing has become essential for business survival. As privacy regulations tighten and third-party cookies phase out, marketers face a critical question : how can they balance effective, personalised campaigns whilst respecting privacy ?

  This comprehensive guide explores what ethical marketing is, the key principles behind ethical marketing practices, and practical strategies to implement an ethical approach that builds trust while driving growth.

  What is ethical marketing ? A comprehensive definition

  Ethical marketing places respect for consumer boundaries at its core whilst delivering genuine value. It prioritises transparent practices, honest communication, and fair value exchange with consumers. This approach represents a significant shift from traditional marketing, which often relied on collecting vast amounts of user data through invasive tracking methods and obscure policies.

  The modern approach to ethical marketing creates a foundation built on three key pillars :

  • User Control : Giving people genuine choice and agency over their data
  • Fair Value : Providing clear benefits in exchange for any data shared
  • Transparency : Being honest about how data is collected, used, and protected

  

  Key principles of ethical marketing

  Transparency

  Transparency means being clear and forthright about your marketing practices, data collection policies, and business operations. It involves :

  • Using plain language to explain how you collect and use customer data
  • Being upfront about pricing, product limitations, and terms of service
  • Disclosing sponsored content and affiliate relationships
  • Making privacy policies accessible and understandable

  When Matomo surveyed 2,000 consumers, 81% said they believe an organisation’s data practices reflect their overall treatment of customers. Transparency isn’t just about compliance—it’s about demonstrating respect.

  Honesty

  While similar to transparency, honesty focuses specifically on truthfulness in communications :

  • Avoiding misleading claims or exaggerations about products and services
  • Not manipulating statistics or research findings to support marketing narratives
  • Representing products accurately in advertisements and marketing materials
  • Acknowledging mistakes and taking responsibility when things go wrong

  Social responsibility

  Ethical marketing requires consideration of a brand’s impact on society as a whole :

  • Considering environmental impacts of marketing campaigns and business practices
  • Promoting diversity and inclusion in marketing representations
  • Supporting social causes authentically rather than through “purpose-washing”
  • Ensuring marketing activities don’t promote harmful stereotypes or behaviours

  Ethical marketing dilemmas : Navigating complex business decisions

  Data privacy concerns

  The digital marketing landscape has been transformed by increasing awareness of data privacy issues and stricter regulations like GDPR, CCPA, and upcoming legislation. Key challenges include :

  • The phase-out of third-party cookies, impacting targeting and measurement
  • Growing consumer resistance to invasive tracking technologies
  • Balancing personalisation with privacy (71% of consumers expect personalised experiences, yet demand privacy)
  • Ensuring compliance across different jurisdictional requirements

  Cultural sensitivity

  Global brands must navigate complex cultural landscapes :

  • Avoiding cultural appropriation in marketing campaigns
  • Understanding varied cultural expectations around privacy
  • Respecting local customs and values in international marketing
  • Adapting messaging appropriately for diverse audiences

  Environmental sustainability

  The environmental impact of marketing activities is under increasing scrutiny :

  • Digital carbon footprints from ad serving and website hosting
  • Waste generated from physical marketing materials
  • Promoting sustainable products honestly without greenwashing
  • Aligning marketing messages with actual business practices

  The benefits of ethical marketing

  For years, digital marketing has relied on third-party data collection and broad-scale tracking. However, new regulations such as GDPR, CCPA, and the end of third-party cookies are pushing brands to adopt ethical data practices.

  Increased customer loyalty

  Ethical marketing fosters deeper relationships with customers by building trust. Research consistently shows that consumers are more loyal to brands they trust, with 71% indicating they would stop buying from a brand if trust is broken.

  These trust-based relationships are more resilient during business challenges. When customers believe in a company’s integrity, they’re more likely to give the benefit of the doubt during controversies or service issues. They’re also more likely to provide constructive feedback rather than simply leaving for competitors.

  Perhaps most importantly, loyal customers become advocates, sharing positive experiences with others and defending the brand against criticism. This organic advocacy is far more powerful than paid promotions and reduces customer acquisition costs significantly over time.

  Enhanced brand reputation

  A strong ethical stance improves overall brand perception across multiple dimensions. Media outlets are increasingly focused on corporate behaviour, providing positive coverage for ethical practices that extends a brand’s reach organically.

  Social conversations about ethical brands tend to be more positive, with consumers sharing experiences and values rather than just discussing products. This creates a halo effect that benefits all aspects of the business.

  This enhanced reputation also provides resilience during public relations challenges. Organisations with strong ethical foundations find it easier to navigate controversies because they’ve built a reservoir of goodwill with customers, employees, and other stakeholders.

  Competitive advantage

  Ethical marketing provides several distinct competitive advantages in modern markets. It helps brands access privacy-conscious consumer segments that actively avoid companies with questionable data practices. These segments often include higher-income, educated consumers who are valuable long-term customers.

  Ethical approaches also reduce vulnerability to regulatory changes and potential penalties. As privacy laws continue to evolve globally, organisations with strong ethical foundations find compliance easier and less disruptive than those scrambling to meet minimum requirements.

  Perhaps most significantly, ethical marketing supports more sustainable growth trajectories. While manipulative tactics might drive short-term results, they typically lead to higher churn rates and increasing acquisition costs. Ethical approaches build foundations for long-term success and stable growth.

  For a detailed roadmap, download the Ethical Marketing Guide.

  Case studies : Ethical marketing in action

  Patagonia : Purpose-driven marketing

  Patagonia integrates sustainability into its marketing, reinforcing its commitment to ethical business practices. By aligning with social causes, the brand strengthens customer loyalty.

  Apple : Privacy as a competitive advantage

  Apple positions itself as a leader in consumer privacy, ensuring data protection remains central to its marketing strategy. This commitment has become a key differentiator in the tech industry.

  Matomo : The ethical analytics tool

  Matomo offers privacy-first analytics that prioritise data ownership and compliance. Businesses using Matomo benefit from accurate insights while respecting user privacy.

  These companies demonstrate that ethical marketing is not just a compliance requirement—it is a long-term competitive advantage.

  Strategies for implementing ethical marketing

  Aligning marketing efforts with brand values

  Consistency between values and actions is essential for ethical marketing. This alignment starts with a clear understanding of what your organisation truly stands for—not just aspirational statements, but genuine commitments that inform daily decisions.

  Implementing this alignment requires cross-functional collaboration. Marketing teams need to work closely with product development, customer service, and leadership to ensure consistency across all touchpoints. When different departments send contradictory messages about company values, trust erodes quickly.

  Clear guidelines help marketing teams apply values in practical decisions, from campaign concepts to media placements. Regular ethical reviews of marketing plans can identify potential issues before campaigns launch, avoiding reactive corrections that damage credibility.

  Privacy-first data strategies

  Developing robust approaches to customer data is fundamental to ethical marketing. This starts with prioritising first-party data (collected directly from your own channels) and zero-party data (actively shared by customers through preference centres, surveys, and similar mechanisms).

  Measuring success doesn’t have to come at the expense of privacy. Ethical analytics provide accurate insights while protecting user data, ensuring compliance, and enhancing customer trust.

  Ethical personalisation approaches focus on using aggregated or anonymised data rather than individual tracking. This allows for relevant experiences without the invasive feeling that erodes trust when consumers feel watched across the internet.

  Most importantly, ethical data strategies create transparent value exchanges where users clearly understand what benefits they receive in return for sharing information. This reciprocity transforms data collection from exploitation to fair exchange.

  Measuring success ethically

  Traditional marketing measurement often relies on individual-level tracking across sites and platforms. Ethical approaches require adapting these frameworks to respect privacy while still demonstrating impact.

  Focusing on aggregate patterns rather than individual behaviour provides valuable insights without privacy invasions. For example, understanding that 30% of visitors to a specific page subsequently make purchases is actionable intelligence that doesn’t require tracking specific people.

  Incrementality testing measures campaign impact by comparing outcomes between exposed and control groups at an aggregate level. This provides more accurate attribution than traditional last-click models while respecting privacy boundaries.

  Server-side conversion tracking offers another ethical measurement approach, collecting necessary data on your servers rather than through client-side scripts vulnerable to blocking. This improves data accuracy while reducing reliance on cookies and browser storage.

  Implementing ethical marketing strategies : A practical framework

  1. Align marketing with brand values – Ensure campaigns reflect transparency and trust

  2. Leverage first-party data – Collect insights directly from consumers with clear consent

  3. Respect privacy and consent – Give users control over their data and clearly communicate its use

  4. Create value-driven content – Offer educational and relevant resources instead of relying solely on advertising

  5. Use privacy-compliant analytics – Switch to ethical platforms such as Matomo for responsible performance measurement

  For a step-by-step guide to implementing ethical marketing strategies, download the full report here.

  

  The future of ethical marketing

  With the decline of third-party cookies and the rise of privacy regulations, ethical marketing is no longer optional. Brands that adopt privacy-first practices now will gain a sustainable competitive edge in the long term. The future of marketing belongs to brands that earn consumer trust, not those that exploit it.

  Key trends shaping the future of marketing include :

  • Privacy-first analytics to replace invasive tracking
  • First-party and zero-party data strategies for direct consumer engagement
  • Consent-driven personalisation to balance relevance and privacy
  • Greater emphasis on corporate social responsibility in marketing initiatives

  Companies that proactively address these changes will build stronger customer relationships, enhance brand reputation, and ensure long-term success.

  Take the next step

  Ready to transform your marketing approach for 2025 and beyond ?

  Download Matomo’s comprehensive “2025 Ethical Marketing Field Guide” to get practical frameworks, implementation strategies, and real-world case studies that will help you build trust while driving growth.

  With detailed guidance on first-party data activation, consent-based personalisation techniques, and privacy-preserving analytics methods, this guide provides everything you need to future-proof your marketing strategy in a privacy-first world.

  

  Download the ethical marketing guide now to start building stronger, more trusted relationships with your customers through ethical marketing practices.