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• Measuring success for your SEO content

  20 mars 2020, par Jake Thornton — Uncategorized
  With over a billion searches every day in search engines, it’s hard to underestimate the importance of having your business present on page one (ideally in positions 1 – 3) ranking for the keywords that impact your sales and conversions.

  "In 2019, Google received nearly 2.3 trillion searches and on page one alone, the first five organic results accounted for 67.60% of all the clicks."

  So how is your business performing when it comes to ranking in the crucial top three spots of search for your most important keywords ?

  Accurately measuring the success of your content

  Once you’ve done your keyword research, created compelling content, optimised it to be search-friendly, and hit ‘publish’, you then need to accurately measure the success of your efforts.

  4 tips for measuring the success of your SEO content

  1. Create a custom segment for "Visitors from Search Engines only"

  By creating this custom segment, you’ll be able to analyse the behavioural patterns of the visitors who found your website through a search engine. 

  This way you can use many of Matomo’s powerful features (Visitors, Behaviour, Acquisition, Ecommerce, Goals etc.) focused entirely on search engine visitors only.

  

  Once you’ve created this segment, you can begin to see key metrics like which entry pages are responsible for referring visitors to your website. For example : Visit Behaviour – Entry Pages, this is a great way to analyse your most effective SEO pages.You may be surprised at what pages currently bring in the most traffic.

  As well as discovering which content resonates with your search audience, you will also be able to create more content focused on your targeted audience. Do this by learning which locations your search visitors are from, which device they use, what time of the day they visited your website and much more.

  >> Learn more about creating custom segments

  2. Website visits, time on site, pages per session, and bounce rate.

  “The top four ranking factors are website visits, time on site, pages per session, and bounce rate.”

  These four metrics set the benchmark for your SEO success.

  First, you need to get as many of the ‘right’ users to see your content. If you feel you’ve exhausted channels such as social media, email and possibly paid posts ; think about who your ideal audience is. Where are they likely to hang out online ? Are there community groups or forum sites that are interested in what you’re writing about ? 

  Whatever the case, putting yourself out there and getting more traffic to your website will help show search engines that people are interested in your website. As a result, they’ll likely rank you higher for that.

  When we say getting more of the ‘right’ users, we mean users who are generally interested in the topic/subject you’re writing about and interested in the work you do. 

  

  This is important for the next three metrics – increasing users time on your website, increasing the amount of pages your users explore on your website, and reducing the overall bounce rate for users who leave your website in a matter of seconds.

  To evaluate these metrics, go to Behaviour – Pages in your Matomo and see how these metrics vary on previous posts or pages you’ve created. Which pages are already showing you the best results ? Why do they get the results ? Can you focus on creating more content like this ?

  Understanding what content is resonating with your users through these metrics is easy and is the starting point for measuring the success of your SEO content strategy.

  >> Learn more about the Behaviour feature

  3. Row Evolution

  The Row Evolution feature embedded within the Search Engine Keywords Performance plugin lets you see how your ranking positions have changed over time for your important keywords. It also lets you see how the incoming traffic, related to your keywords, has changed over time.

  

  This is valuable when measuring the changes you’ve made to your landing pages to see if it has a positive or negative effect on your ranking efforts. 

  This also lets you see how search engine algorithm changes affect your search rankings over time, and to see if the effects of these algorithm updates are temporary or long lasting.

  Row evolution allows you to report on keyword performance with ease. If you only check your insights once a week or once a fortnight, you’ll see how ranking positions for your important keywords have changed daily (or even weekly, monthly or yearly however you prefer.)

  >> Learn more about Row Evolution

  4. What results are you getting from the lesser known search engines ?

  "In 2019 (to date), Google accounted for just over 75% of all global desktop search traffic, followed by Bing at 9.97%, Baidu at 9.34%, and Yahoo at 2.77%."

  For most of us, we want to be ranking in the top three spots in Google Search because that’s where the majority of search users are. However, don’t shy away from opportunities you could be missing with lesser known search engines.

  If you sell a product aimed at 55-65 year olds who use a PC computer, chances are they are using Bing. If you have customers in China the majority will be using Baidu, or in our case at Matomo, many of our loyal users use a privacy-friendly search engine like DuckDuckGo or Qwant.

  Some of your ideal customers might be finding you through these alternative search engines, so be sure to measure the impact that these referrals may have on your conversions.

  

  Strategically including important keywords that impact your business

  While search is an important acquisition channel for most businesses, it’s also one of the most competitive.

  We recommend analysing your keyword and content performance regularly and alter content that isn’t performing as well as you’d like. You need to continually learn from the content that is successful, and focus on creating more content like this. 

  The final thing to remember with search keyword performance is to be patient. If you have had little success in the past with attracting customers through search, it can take time to build this reputation with search engines.

• First-party data explained : Benefits, use cases and best practices

  25 juillet, par Joe

  Third-party cookies are being phased out, and marketers who still depend on them for user insights need to find alternatives.

  Google delayed the complete deprecation of third-party cookies until early 2025, but many other browsers, such as Mozilla, Brave, and Safari, have already put a stop to them. Plus, looking at the number of data leak incidents, like the one where Twitter leaked 200 million user emails, collecting and using first-party data is a great alternative. 

  In this post, we explore the ins and outs of first-party data and examine how to collect it. We’ll also look at various use cases and best practices to implement first-party data collection.

  What is first-party data ?

  First-party data is information organisations collect directly from customers through their owned channels. 

  Organisations can capture data without intermediaries when people interact with their website, mobile app, social media accounts or other customer-facing systems.

  For example, businesses can track visitor behaviour, such as bounce rates and time spent browsing particular pages. This activity is considered first-party data when it occurs on the brand’s digital property.

  Some examples include :

  • Demographics : Age, gender, location, income level
  • Contact information : Email addresses, phone numbers
  • Behavioural insights : Topics of interest, content engagement, browsing history
  • Transactional data : Purchase history, shopping preferences

  A defining characteristic is that this information comes straight from the source, with the customer’s willingness and consent. This direct collection method is why first-party data is widely regarded as more reliable and accurate than second or third-party data. With browsers like Chrome fully phasing out third-party cookies by the end of 2025, the urgency for adopting more first-party data strategies is accelerating across industries.

  How to collect first-party data 

  Organisations can collect first-party data in various ways. 

  Website pixels

  In this method, organisations place small pieces of code that track visitor actions like page views, clicks and conversions. When visitors land on the page, the pixel activates and collects data about their behaviour without interrupting the user experience. 

  Website analytics tools

  With major browsers like Safari and Firefox already blocking third-party cookies (and Chrome is phasing them out soon, there’s even more pressure on organisations to adopt first-party data strategies.

  Website analytics tools like Matomo help organisations collect first-party data with features like visitor tracking and acquisition analysis to analyse the best channels to attract more users. 

  Multi-attribution modelling that helps businesses understand how different touchpoints (social media channels or landing pages) persuade visitors to take a desired action (like making a purchase). 

  

  (Image Source)

  Other activities include :

  • Cohort analysis 
  • Heatmaps and session recordings 
  • SEO keyword tracking
  • A/B testing 
  • Paid ads performance tracking

  

  Heatmap feature in Matomo

  Account creation on websites

  When visitors register on websites, they provide information like names, email addresses and often demographic details or preferences.

  Newsletters and subscriptions 

  With email subscriptions and membership programs, businesses can collect explicit data (preferences selected during signup) and implicit data (engagement metrics like open rates and click patterns).

  Gated content

  Whitepapers, webinars or exclusive articles often ask for contact information when users want access. This approach targets specific audience segments interested in particular topics.

  Customer Relationship Management (CRM) systems

  CRM platforms collect information from various touchpoints and centralise it to create unified customer profiles. These profiles include detailed user information, like interaction history, purchase records, service inquiries and communication preferences.

  Mobile app activity

  Mobile in-app behaviours can assist businesses in gathering data such as :

  • Precise location information (indicating where customers interact with the app)
  • Which features they use most often
  • How long they stay on different screens
  • Navigation patterns

  This mobile-specific data helps organisations understand how their customers behave on smaller screens and while on the move, insights that website data alone cannot provide.

  Point of Sale (PoS) systems

  Modern checkout systems don’t just process payments. PepsiCo proved this by growing its first-party data stores by more than 50% through integrated PoS systems. 

  Today’s PoS technology captures detailed information about each transaction :

  • Item(s) sold
  • Price (discounts, taxes, tip)
  • Payment type (card, cash, digital wallet)
  • Time and date
  • Loyalty/rewards number
  • Store/location

  Plus, when connected with loyalty programs where customers identify themselves (by scanning a card or entering a phone number), these systems link purchase information to individuals. 

  This creates valuable historical records showing how customer preferences evolve and offering insight into :

  • Which products are frequently purchased together
  • The time of the day, week, month, or year when items sell best
  • Which promotions or special offers are most effective

  Server-side tracking 

  Most websites track user behaviour through code that runs in the visitor’s web browser (client-side tracking). 

  Server-side tracking takes a different approach by collecting data directly on the company’s own servers. 

  Because the tracking happens on company servers rather than browsers, ad-blocking software doesn’t block it. 

  Organisations gain more consistent data collection and greater control over their customer information. This privacy-friendly approach lets companies get the data they need without relying on third-party tracking scripts.

  Now that we understand how organisations can gather first-party data, let us explore its use cases. 

  Use cases of first-party data 

  Businesses can use first-party data in many ways, from creating customer profiles to personalising user experiences.

  Developing comprehensive customer profiles

  First-party data can help create detailed customer profiles. 

  Here are some examples :

  • Demographic profiles : Age, gender, location, job role and other personal characteristics.
  • Behavioural profiles : Website activity, purchase history and engagement with marketing campaigns that focus on how users interact with businesses and their offerings. 
  • Psychographic profiles : Customer’s interests, values and lifestyle preferences.
  • Transactional profiles : Purchase patterns, including the types of products they buy, how often they purchase and their total spending.

  The benefit of developing these profiles is that businesses can then create specific campaigns for each profile, instead of running random campaigns. 

  For example, a subscription service business may have a behavioural profile of ‘inactive users’. To reignite interest, they can offer discounts or limited-time freebies to these users.

  Crafting relevant content

  First-party data shows what types of content customers engage with most. 

  If customers love watching videos, businesses can create more video content. If a blog gets more readership for its tech articles, it can focus on tech-related content to adjust to readers’ preferences. 

  Uncovering new marketing opportunities

  First-party data lets businesses analyse customer interactions in a way that can reveal untapped markets. 

  For example, if a company sees that many website visitors are from a particular region, it might consider launching campaigns in that area to boost sales. 

  Personalising experiences

  89% of decision-makers believe personalisation is key to business success in the next three years. 

  First-party data helps organisations to tailor experiences based on individual preferences. 

  

  For example, an e-commerce site can recommend products based on previous purchases or browsing history. Shoppers with abandoned carts can get reminders. 

  It’s also helpful to see how customers respond to different types of communication. Certain groups may prefer emails, and some may prefer text messages. Similarly, some users spend more time on quizzes and interactive content like wizards or calculators. 

  By analysing this, businesses can adjust their strategies so that users get a personal experience when they visit a website.

  Optimising operations

  The use cases of first-party data don’t just apply to the marketing domain. They’re also valuable for operations. When businesses analyse customer order patterns, they can spot the best locations for fulfilment centres that reduce shipping time and costs.

  For example, an online retailer might discover that most customers are concentrated in urban areas and decide to open fulfilment centres closer to those locations.

  Or, in the public sector, transport companies can use first-party data to optimise routes and fine-tune fare simulation tools. By analysing rider queries, travel preferences and interaction data, they can :

  • Prioritise high-demand routes during peak hours 
  • Adjust fare structures to reflect common trip or rider patterns
  • Make personalised travel suggestions based on individual user history.

  Benefits of first-party data 

  First-party data offers two significant benefits : accuracy and compliance. It comes directly from the customers and can be considered more accurate and reliable. But that’s not it. 

  First-party data aligns with many data privacy regulations, like the GDPR and CCPA. That’s because first-party data collection requires explicit consent, which means the data remains confidential. This builds compliance, and customers develop more trust in the business.

  Best practices to collect and manage first-party data 

  Though first-party data comes with many benefits, how should organisations collect and manage it ? What are the best practices ? Let’s take a look. 

  Define clear goals

  Though defining clear goals seems like overused advice, it’s one of the most important. If a business doesn’t know why it’s collecting first-party data, all the information gathering becomes purposeless. 

  Businesses can think of different goals to achieve from first-party data collection : improving customer relationships, enhancing personalisation or increasing ROI. 

  Once these goals are concrete, they can guide data collection strategies and help understand whether they’re working.

  Establish a privacy policy

  A privacy policy is a document that explains why a business is collecting a user’s data and what it will do with it. By being open and honest, this policy builds trust with customers, so customers feel safe sharing their information. 

  For example, an e-commerce privacy policy may read like : 

  “At (Business name), your privacy is important to us. We collect your information when you create an account or buy something. This information includes your name, email and purchase history. We use this data to give you a better shopping experience and suggest products that you’ll find useful. We follow all data privacy laws like GDPR to keep your personal information safe.” 

  For organisations that use Matomo, we suggest updating the privacy policy to explain how Matomo is used and what data it collects. Here’s a privacy policy template for Matomo users that can be easily copied and pasted. 

  For a GDPR compatible privacy policy, read How to complete your privacy policy with Matomo analytics under GDPR.

  Simplify consent processes

  Businesses should obtain explicit user consent before collecting their data, as shown in the image below. 

  

  (Image Source) 

  To do this, integrate user-friendly consent management platforms that let customers easily access, view, opt out of, or delete their information.

  To ensure consent practices align with GDPR standards, follow these key steps :
  

  GDPR-compliant consent checklist
  ✅ State the purpose clearly	Describe data usage in plain terms.
  ✅ Use granular opt-ins	Separate consents by purpose.
  ✅ Avoid pre-ticked boxes	Active choices only.
  ✅ Enable easy opt-out	Simple and accessible withdrawal.
  ✅ Log consent	Timestamp and record every opt-in.
  ✅ Review periodically	Audit for accuracy and relevance.

  Comply with platform-specific restrictions

  In addition to general consent practices, businesses must comply with platform-specific restrictions. This includes obtaining explicit permissions for :

  • Location services : Users must consent to sharing their location data.
  • Contact lists : Businesses need permission to access and use contact information.
  • Camera and microphone Use : Users must consent to using the camera and microphone 
  • Advertising IDs : On platforms like iOS, businesses must obtain consent to use advertising IDs. 

  For example, Zoom asks the user if it can access the camera and the microphone by default.

  Utilise multiple data collection channels

  Instead of relying on just one source to collect first-party data, it is better to use multiple channels. Gather first-party data from diverse sources such as websites, mobile apps, CRM systems, email campaigns, and in-store interactions (for richer datasets). This way, businesses get a more complete picture of their customers.

  Implementing a strong data governance framework with proper tooling, taxonomy, and maintenance practices is also vital for better data usability.

  Use privacy-focused analytics tools 

  Focus on not just collecting data but also doing it in a way that’s secure and ethical. 

  Use tools like Matomo to track user interactions and gather meaningful analytics. For example, Matomo heatmaps can give you a visual insight into where users click and scroll, all while following all the data privacy laws.

  

  (Image Source) 

  What is second-party data ? 

  Second-party data is information that one company collects from its customers and shares with another company. It’s like “second-hand” first-party data because it’s collected directly from customers but used by a different business.

  Companies purchase second-party data from trusted partners instead of getting it directly from the customer. For example, hotel chains can use customer insights from online travel agencies, like popular destinations and average stay lengths, to refine their pricing strategies and offer more relevant perks.

  When using second-party data, it’s essential to :

  • Be transparent : Share with customers that their data is being shared with partners. 
  • Conduct regular audits : Ensure the data is accurate and handled properly to maintain strong privacy standards. If their data standards don’t seem that great, consider looking elsewhere.

  What is third-party data ? 

  Third-party data is collected from various sources, such as public records, social media or other online platforms. It’s then aggregated and sold to businesses. Organisations get third-party data from data brokers, aggregators and data exchanges or marketplaces. 

  Some examples of third-party data include life events from user social media profiles, like graduation or facts about different organisations, like the number of employees and revenue.

  For example, a data broker might collect information about people’s interests from social media and sell it to a company that wants to target ads based on those interests.

  Third-party data often raises privacy concerns due to its collection methods. One major issue is the lack of transparency in how this data is obtained. 

  Consumers often don’t know that their information is being collected and sold by third-party brokers, leading to feelings of mistrust and violation of privacy. This is why data privacy guidelines have evolved. 

  What is zero-party data ? 

  Zero-party data is the information that customers intentionally share with a business. Some examples include surveys, product ratings and reviews, social media polls and giveaways.

  Organisations collect first-party data by observing user behaviours, but zero-party data is the information that customers voluntarily provide. 

  

  Zero-party data can provide helpful insights, but self-reported information isn’t always accurate. People don’t always do what they say. 

  For example, customers in a survey may share that they consider quality above all else when purchasing. Still, looking at their actual behaviour, businesses can see that they make a purchase only when there’s a clearance or a sale.

  First-party data can give a broader view of customer behaviours over time, which zero-party data may not always be able to capture. 

  Therefore, while zero-party data offers insights into what customers say they want, first-party data helps understand how they behave in real-world scenarios. Balancing both data types can lead to a deeper understanding of customer needs.

  Getting valuable customer insights without compromising privacy 

  Matomo is a powerful tool for organisations that want to collect first-party data. We’re a full-featured web analytics tool that offers features that allow businesses to track user interactions without compromising the user’s personal information. Below, we share how.

  Data ownership

  Matomo allows organisations to own their analytics data, whether on-premise or in their chosen cloud. This means we don’t share your data with anyone else. This aligns with GDPR’s requirement for data sovereignty and minimises third-party risks.

  Pseudonymisation of user IDs

  Matomo allows organisations to pseudonymise user IDs, replacing them with a salted hash function. 

  

  (Image Source)

  Since the user IDs have different names, no one can trace them back to a specific person.

  IP address anonymisation

  Data anonymisation refers to removing personally identifiable information (PII) from datasets so individuals can’t be readily identified.

  Matomo automatically anonymises visitor IP addresses, which helps respect user privacy. For example, if the visitor’s IP address is 199.513.1001.123, Matomo can mask it to 199.0.0.0. 

  It can also anonymise geo-location information, such as country, region and city, ensuring this data doesn’t directly identify users.

  

  (Image Source) 

  Consent management

  Matomo offers an opt-out option that organisations can add to their website, privacy policy or legal page. 

  Matomo tracks everyone by default, but visitors can opt out by clicking the opt-out checkbox. 

  Our DoNotTrack technology helps businesses respect user choices to opt out of tracking from specific websites, such as social media or advertising platforms. They can simply select the “Support Do Not Track preference.”

  These help create consent workflows and support audit trails for regulators. 

  Data storage and deletion

  Keeping visitor data only as long as necessary is a good practice by default. 

  To adhere to this principle, organisations can configure Matomo to automatically delete old raw data and old aggregated report data. 

  Here’s a quick case study summarising how Matomo features can help organisations collect first-party data. CRO:NYX found that Google Analytics struggled to capture accurate data from their campaigns, especially when running ads on the Brave browser, which blocks third-party cookies.

  They then switched to Matomo, which uses first-party cookies by default. This approach allowed them to capture accurate data from Brave users without putting user privacy at stake. 

  The value of Matomo in first-party data strategies 

  First-party data gives businesses a reliable way to connect with audiences and to improve marketing strategies. 

  Matomo’s ethical web analytics lets organisations collect and analyse this data while prioritising user privacy. 

  With over 1 million websites using Matomo, it’s a trusted choice for organisations of all sizes. As a cloud-hosted service and a fully self-hosted solution, Matomo supports organisations with strong data sovereignty needs, allowing them to maintain full control over their analytics infrastructure.

  Ready to collect first-party data while securing user information ? Start your free 21-day trial, no credit card required.

• Why Matomo is a serious alternative to Google Analytics 360

  12 décembre 2018, par Jake Thornton — Marketing
  There’s no doubt about it, the free version of Google Analytics offers great value when it comes to making data-driven decisions for your business. But as your business starts to grow, so does the need for a more powerful web analytics tool.

  Why would I need to use a different web analytics tool ? It’s because Google Analytics (free version) is very limited when it comes to meeting the needs of a fast growing business whose website plays a pivotal role in converting its customers.

  This is where the Google Analytics 360 suite comes in, which is designed to meet the needs of businesses looking to get more accurate and insightful metrics.

  So what’s holding a growing business back from using Google Analytics 360 ?

  While GA360 sounds like a great option when upgrading your web analytics platform, we have found there are three core reasons holding businesses back from taking the leap :

  • Businesses can’t bear to swallow the US$150,000+ price tag (per year !) that comes with upgrading
  • Businesses can’t rely on GA360 to give them all the insights they need
  • Businesses want more control and ownership of their data

  Thankfully there are (only a few) alternatives and as the leading open-source alternative to Google Analytics, we hope to share insights on why Matomo Analytics can be the perfect solution for anyone at this crossroads in their web analytics journey.

  First, what does Google Analytics 360 offer that Google Analytics (free) doesn’t ?

  There’s no doubt about it, the GA360 suite is designed for larger sized businesses with demanding data limits, big budgets to use across the Google Marketing Platform (Google Adwords, DoubleClick etc.) and to get more advanced reporting visualisations and options.
  

  Data Sampling

  Data sampling is the elephant in the room when it comes to comparing GA360 with the freemium version. This is an entire article in its own right but at a basic level, Google Analytics samples your data (makes assumptions based on patterns) once the number of traffic visiting your website reaches a certain limit.

  Google Analytics provides the following information :

  Ad-hoc queries of your data are subject to the following general thresholds for sampling :

  Analytics Standard : 500k sessions at the property level for the date range you are using

  Analytics 360 : 100M sessions at the view level for the date range you are using

  In short, sampled data means inaccurate data. This is why as businesses grow, GA360 becomes a more attractive prospect because there’s no point making data-driven business decisions based on inaccurate data. This is a key weapon Google uses when selling to large businesses, however, this may not seem as concerning if you’re a small business within the sampled data range. For small businesses though, make sure you know the full extent of how this can affect your metrics, for example, your ecommerce data could be sampled, hence your GA reporting not matching your CRM/Ecommerce store data.

  Benefit of using Matomo : There is no data sampling anywhere in Matomo Analytics, that’s why we say 100% Accurate Data reporting across all plans.

  

  Integration with the Google Marketing Platform

  Yes ok, we’ll admit it, GA does a great job at integrating seamlessly with its own products like Google Ads, Google Optimize etc. with a touch of Salesforce integration ; while GA360 takes this to another level compared to it’s freemium version (integration with Google Search 360, Google Display & Video 360 etc.)

  But… what about non-Google advertising platforms ? Well with Google being a dominant leader as a search engine, web browser, email provider, social media channel ; sometimes Google needs to keep its best interests at heart.

  Google is an online advertising giant and a bonus of Google Search 360 is that you can integrate your Bing Ads, Baidu and Yahoo Japan Search campaigns but that’s about it when it comes to integrations from its direct competitors. 

  Benefit of using Matomo : No biased treatment. You can integrate your Google, Yahoo and Bing search consoles for accurate search engine reporting, and in early 2019, Matomo will be releasing a Google Ads, Bing Ads and Facebook Ads Manager integration feature.

  Roll-Up Reporting
  

  Roll-up reporting lets you combine multiple accounts and properties into one view. This is a great benefit when upgrading from GA freemium to GA360. For example, if you’re a digital agency with multiple clients or you manage multiple websites under the one account, the roll-up reporting feature is wonderful when you need to combine data and reporting, instantly.

  Benefit of using Matomo : Matomo’s got this covered ! Roll-up reporting is available in the Matomo Business package (starting at $29 per month) for cloud hosting or you can purchase as a Premium Feature for On-Premise starting at $99 per year.

  Staying in full control of your data

  Who would have thought that one of biggest reasons people choose Matomo isn’t because of anything that leads to a higher ROI, but for the fact that users want more control of their data.
  

  Matomo’s philosophy around data ownership is simple, you own your data, no one else. If you choose to host Matomo Analytics On-Premise then you are in complete control because your data is stored on your own servers where no one can gain access to it in whichever country you choose.

  So what about when you cloud host Matomo ? For users who don’t have the technical knowledge to host Matomo On-Premise, you can still have 100% data ownership and fully respect your user’s privacy when choosing to host Matomo Analytics through our cloud service.

  The difference between cloud hosting Matomo Analytics vs Google Analytics is that when you choose Matomo, we acknowledge you own the data and we have no right to access it. This means we can’t on-sell it to third-parties, we can’t claim ownership of it, you can export your data at anytime (how awesome is that !) and you can migrate between cloud hosting and hosting on-premise for ultimate flexibility whenever you want.

  Matomo also prides itself in allowing its users to be GDPR compliant with ease with a powerful GDPR Manager.

  Businesses can’t rely on Google Analytics 360 to give them all the insights they need

  Unlike Google Analytics 360, Matomo blends its Premium Web Analytics platform with Conversion Optimization features to allow its users to fully evaluate the user-experience on your website.

  Matomo is designed to be a complete analytics platform, meaning you have everything you need all in the one place which gives you greater insights and better business outcomes.

  
  These features include :

  Premium Web Analytics – You can still (accurately) measure all the basic metrics you love and are familiar with in Google Analytics like Location, Referrer traffic, Multi Attribution, Campaign Tracking and Ecommerce etc.

  Conversion Optimization – Eliminate the need for multiple analytics tools to get what Google Analytics doesn’t offer. These features include Heatmaps, Session Recordings, Form Analytics and more – giving you the best chance possible to convert more traffic by evaluating the user-experience.

  By having one tool for all your features you can integrate metrics, have one single view for all your data and it’s easy to use.

  Enhanced SEO – Get more insights into the performance of your search campaigns with unbiased search engine reporting, keyword ranking positions, integration with multiple search consoles and crawling stats. Google Analytics offers limited features to help with your SEO campaigns and only integrates with Google products.

  Visitor Profiles – Get a detailed life-time evaluation of every user who visits your website.

  Tag Manager – A powerful open-source Tag Manager tool to embed your third-party marketing tags. By being open-source and with our commitment to giving you 100% data ownership, you can always ensure you are in full control.

  Full Matomo vs Google Analytics 360 Comparison Table

  Just putting it out there ...

  Google leads the market with its freemium tool which offers great insights for businesses (fyi – Matomo has a forever free analytics tool too !), but when it comes to upgrading to get accurate reporting (kind of a big deal), owning your own data (a huge deal !) and having a complete range of features to excel ROI for your business, Matomo Analytics is often a preferred option to the Google Analytics 360 suite.

  Matomo is designed to be easy to use, is fully flexible and gives users full peace of mind by respecting user privacy. Want to learn more about the benefits of Matomo ?