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• Top 5 Customer Segmentation Software in 2024

  12 mars 2024, par Erin

  In marketing, we all know the importance of reaching the right customer with the right message at the right time. That’s how you cut through the noise.

  For that, you need data on your customers — even though gathering the data is not enough. You can have all the data worldwide, but that raises an ethical responsibility and the need to make sense of it.

  Enter customer segmentation software — the answer to delivering personalised customer experiences at scale. 

  This article lists some of the best customer segmentation tools currently in the market. 

  We’ll also go over the benefits of using such tools and how you can choose the best one for your business.

  Let’s get started !

  What is customer segmentation software ?

  Customer segmentation software is a tool that helps businesses analyse customer data and group them based on common characteristics like age, income, and buying habits.

  The main goal of customer segmentation is to gain deeper insights into customer behaviours and preferences. This helps create targeted marketing and product strategies that fit each group and makes it easier to predict how customers will behave in the future.

  

  Benefits of a customer segmentation software

  Understanding your customers is the cornerstone of effective marketing, and customer segmentation software plays a pivotal role in this endeavour. 

  You can deliver more targeted and relevant marketing campaigns by dividing your audience into distinct groups based on shared characteristics. 

  Specifically, here are the main benefits of using customer segmentation tools :

  • Understand your audience better : The software helps businesses group customers with common traits to better understand their preferences and behaviour.
  • Make data-driven decisions : Base your business and marketing decisions on data analytics.
  • Aid product development : Insights from segmentation analytics can guide the creation of products that meet specific customer group needs.
  • Allocate your resources efficiently : Focusing on the customer segments that generate the most revenue leads to more effective and strategic use of your marketing resources.

  Best customer segmentation software in 2024 

  In this section, we go over the top customer segmentation tools in 2024. 

  We’ll look at these tools’ key features and pros and cons.

  1. Matomo

  

  Matomo is a comprehensive web analytics tool that merges traditional web analytics, such as tracking pageviews and visitor bounce rates, with more advanced web analytics features for tracking user behaviour. 

  With robust segmentation features, users can filter website traffic based on criteria such as location and device type, enabling them to analyse specific visitor groups and their behaviour. Users can create custom segments to analyse specific groups of visitors and their behaviour.

  Presenting as the ethical alternative to Google Analytics, Matomo emphasises transparency, 100% accurate data, and compliance with privacy laws.

  Key features

  • Heatmaps and Session Recordings : Matomo provides tools that allow businesses to understand website user interactions visually. This insight is crucial for optimising user experience and increasing conversions.
  • Form Analytics : This feature in Matomo tracks how users interact with website forms, helping businesses understand user behaviour in detail and improve form design and functionality.
  • User Flow Analysis : The tool tracks the journey of a website’s visitors, highlighting the paths taken and where users drop off. This is key for optimising website structure for better user experience and more conversions.
  • A/B Testing : Businesses can use Matomo to test different versions of web pages, determining which is more effective in driving conversions.
  • Conversion Funnels : This feature allows businesses to visualise and optimise the steps customers take toward conversion, identifying areas for improvement.

  Pros 

  • Affordability : With plans starting at $19 per month, Matomo is a cost-effective solution for CRO.
  • Free support : Matomo provides free email support to all Matomo Cloud users.
  • Open-source benefits : Being open-source, Matomo offers enhanced security, privacy, customisation options, and a supportive community.
  • Hosting options : Matomo is available either as a self-hosted solution or cloud-hosted.

  Cons

  • Cost for advanced features : Access to advanced features may incur additional costs for Matomo On-Premise users, although the On-Premise solution itself is free.
  • Technical knowledge required : The self-hosted version of Matomo requires technical knowledge for effective management.

  Try Matomo for Free

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

  Start for free

  No credit card required

  2. Google Analytics 

  

  Google Analytics 4 (GA4) comprehensively understands website and app performance. It focuses on event-based data collection, allowing businesses to understand user interactions across platforms. 

  Similarly to Matomo, GA4 provides features that allow businesses to segment their audience based on various criteria such as demographics, behaviours, events, and more.

  Key features

  • Event-based tracking : GA4’s shift to an event-based model allows for a flexible and predictive analysis of user behaviour. This includes a detailed view of user interactions on websites and apps.
  • Machine Learning and Smarter Insights : GA4 uses machine learning to automatically detect trends, estimate purchase probabilities and provide marketing insights.
  • Google Ads integration : The integration with Google Ads in GA4 enables tracking customer interactions from first ad engagement, providing a holistic view of the customer experience across various platforms.
  • Customer-centric measurements : GA4 collects data as events, covering a wide range of user interactions and offering a comprehensive view of customer behaviour.
  • Pathing reports : GA4 introduces new pathing reports, allowing detailed user flow analysis through websites and apps.
  • Audiences and filters : GA4 allows the creation of audiences based on specific criteria and the application of filters to segment and refine data analysis.

  Pros 

  • Integration with various platforms, including Google Ads, enhances cross-platform user journey analysis.
  • GA4 has a clean reporting interface, making it easier for marketers to identify key trends and data irregularities.
  • Google Analytics has an active community with an abundance of educational resources available for users.

  Cons

  • Complexity for beginners : The wide range of features and new event-based model might overwhelm users new to analytics tools.
  • Dependence on machine learning : Reliance on machine learning for insights and predictions may require trust in the tool’s data processing and large volumes of traffic for accuracy.
  • Transition from UA to GA4 : Users familiar with Universal Analytics (UA) might find the transition to GA4 challenging due to differences in features and data models.

  3. HubSpot

  

  HubSpot is a marketing and sales software that helps businesses attract visitors and turn them into paying customers. 

  It supports various business processes, from social media posts to email marketing, sales, and customer service. HubSpot organises and tracks user interactions across different channels, providing a unified and efficient approach to customer relationship management (CRM) and customer segmentation.

  Businesses can leverage HubSpot’s customer segmentation through lists, workflows, and smart content.

  Key features

  • Integration capabilities : HubSpot offers over 1,000 integrations in its ecosystem, ensuring seamless connectivity across various marketing, sales, and service tools, which helps maintain data consistency and reduces manual efforts.
  • Segmentation and personalisation : HubSpot allows businesses to deliver personalised content and interactions based on customer behaviour and preferences, using its robust CRM features and advanced automation capabilities.

  Pros 

  • Comprehensive support : HubSpot offers a range of support options, including a knowledge base, real-time chat, and more.
  • User-friendly interface : The platform is designed for ease of use, ensuring a smooth experience even for less tech-savvy users.
  • Personalisation capabilities : HubSpot provides personalised marketing, sales and service experiences, leveraging customer data effectively.

  Cons

  • High price point : HubSpot can be expensive, especially as you scale up and require more advanced features.
  • Steep learning curve : For businesses new to such comprehensive platforms, there might be an initial learning curve to utilise its features effectively.

  4. Klaviyo

  

  Klaviyo is a marketing automation software primarily focused on email and SMS messaging for e-commerce businesses. It’s designed to personalise and optimise customer communication. 

  Klaviyo integrates with e-commerce platforms like Shopify, making it a go-to solution for online stores. Its strength lies in its ability to use customer data to deliver targeted and effective marketing campaigns.

  Key features

  • Email marketing automation : Klaviyo allows users to send automated and personalised emails based on customer behaviour and preferences. This feature is crucial for e-commerce businesses in nurturing leads and maintaining customer engagement.
  • SMS marketing : It includes SMS messaging capabilities, enabling businesses to engage customers directly through text messages.
  • Segmentation and personalisation : Klaviyo offers advanced segmentation tools that enable businesses to categorise customers based on their behaviour, preferences and purchase history, facilitating highly targeted marketing efforts.
  • Integration with e-commerce platforms : Klaviyo integrates with popular e-commerce platforms like Shopify, Magento, and WooCommerce, allowing easy data synchronisation and campaign management.

  Pros 

  • Enhanced e-commerce integration : Klaviyo’s deep integration with e-commerce platforms greatly benefits online retailers regarding ease of use and campaign effectiveness.
  • Advanced segmentation and personalisation : The platform’s strong segmentation capabilities enable businesses to tailor their marketing messages more effectively.
  • Robust automation features : Klaviyo’s automation tools are powerful and user-friendly, saving time and improving marketing efficiency.

  Cons

  • Cost : Klaviyo can be more expensive than other options in this list, particularly as you scale up and add more contacts.
  • Complexity for beginners : The platform’s wide range of features and advanced capabilities might overwhelm beginners or small businesses with simpler needs.

  5. UserGuiding

  

  UserGuiding is a no-code product adoption tool that lets businesses create in-app user walkthroughs, guides, and checklists to onboard, engage, and retain users.

  UserGuiding facilitates customer segmentation by enabling businesses to create segmented onboarding flows, analyse behavioural insights, deliver personalised guidance, and collect feedback tailored to different user segments.

  Key features

  • In-app walkthroughs, guides and checklists : UserGuiding has multiple features that can promote product adoption early in the user journey.
  • In-app messaging : UserGuiding offers in-app messaging to help users learn more about the product and various ways to get value.
  • User feedback : UserGuiding allows businesses to gather qualitative feedback to streamline the adoption journey for users.

  Pros 

  • User-friendly interface
  • Customisable onboarding checklists
  • Retention analytics

  Cons

  • Need for technical expertise to maximise all features
  • Limited customisation options for less tech-savvy users

  What to look for in a customer segmentation software 

  When choosing a customer segmentation software, choosing the right one for your specific business needs is important. 

  Here are a few factors to consider when choosing your customer segmentation tool :

  1. Ease of use : Select a tool with an intuitive interface that simplifies navigation. This enhances the user experience, making complex tasks more manageable. Additionally, responsive customer support is crucial. It ensures that issues are promptly resolved, contributing to a smoother operation.
  2. Scalability and flexibility : Your chosen tool should adjust to your needs. A flexible tool like Matomo can adjust to your growing requirements, offering capabilities that evolve as your business expands.
  3. Integration capabilities : The software should seamlessly integrate with your existing systems, such as CRM, marketing, and automation platforms. 
  4. Advanced analytics and reporting : Assess the software’s capability to analyse and interpret complex data sets, without relying on machine learning to fill data gaps. A robust tool should provide accurate insights and detailed reports, enabling you to make informed decisions based on real data.
  5. Privacy and security considerations : Data security is paramount in today’s digital landscape. Look for features like data encryption, security storage, and adherence to privacy standards like GDPR and CCPA compliance. 
  6. Reviews and recommendations : Before making a decision, consider the reputation of the software providers. Look for reviews and recommendations from other users, especially those in similar industries. This can provide real-world insights into the software’s performance and reliability.

  

  Leverage Matomo’s segmentation capabilities to deliver personalised experiences

  Segmentation is the best place to start if you want to deliver personalised customer experiences. There are several customer segmentation software in the market. But they’re not all the same.

  In this article, we reviewed the top segmentation tools — based on factors like their user base, features, and ethical data privacy considerations.

  Ideally, you want a tool to support your evolving business and segmentation needs. Not to mention one that cares about your customers’ privacy and ensures you stay compliant. 

  Enter Matomo at the top of the list. You can leverage Matomo’s accurate insights and comprehensive segmentation capabilities without compromising on privacy. Try it free for 21-days. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

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  .matomo.cloud

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  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

  Start improving your websites now

  

• The Only 7 Lead Generation Tools You Need in 2024

  7 mars 2024, par Erin

  If you can’t get leads, you can’t get customers. To ensure you always have a steady stream of new customers (and revenue), you need to equip yourself with lead generation tools.

  Lead gen software does the heavy lifting for you so you can focus on providing great products and great services. With it, you’ll be able to turn more strangers into customers and grow your business.

  And you don’t need a ton of tools to get the job done, either. Consolidating your tech stack to a few select tools will help you get more done in less time (and with less confusion).

  In this article, we’ll analyse the top seven lead generation tools to help you grow your business in 2024.

  Let’s dive in.

  What is a lead generation tool ?

  A lead generation tool is software you can use to turn strangers into customers. It helps you draw customers into your sales funnel by learning their contact details, like their email address or phone number.

  

  Lead generation tools are great levers you can pull to drive high-quality leads. They remove the grunt work by automating the lead generation process. 

  Whether it’s through creating lead magnets, offering conversion rate analytics, helping you create high-quality forms or automating the lead follow-up process, lead generation tools can bring in new customers to grow your business.

  The top 7 lead generation tools in 2024

  To land more leads, you need to ensure you’re leveraging the right software. With so many to choose from, here’s just a handful of the best ones available :

  

  1. Matomo : Best conversion optimisation tool

  Matomo is an open-source website analytics tool dedicated to protecting user privacy and data. Trusted on over 1 million websites, the platform offers in-depth insights into your web traffic, including conversion data.

  

  Why Matomo ? Matomo is trusted by over 1 million websites, including the United Nations and the European Commission, making it the leading choice for privacy-focused web analytics.

  It comes equipped with a suite of conversion optimisation features to help you generate more leads. You can easily analyse your target audience’s behaviour while also respecting users’ privacy.

  Standout features : In-depth visitor tracking, From Analytics, Session Recordings, A/B Testing, Heatmaps Marketing Attribution, roll-up reporting (pulling data from multiple sites), Google Analytics importing. and more.

  Integrations : Cloudflare, WooCommerce, Squarespace, Shopify, Drupal, Magento, Vue, SharePoint, WordPress, Wix, Webflow, GoDaddy, Jimdo, Joomla, Kajabi. and more.

  Pricing : Starts free for Matomo On-Premise and increases to $23/month for Matomo Cloud (which includes a free 21-day trial with no credit card required).

  Pros

  • 100% accurate data with no data sampling
  • Leading web analytics tool for respecting visitor privacy
  • Compliant with the strictest privacy laws, like the GDPR
  • No need for cookie consent banner (except in the UK and Germany)
  • Wide range of advanced features to optimise your website and increase conversions
  • Cloud hosting and on-premise options for flexibility

  Cons

  • Matomo On-Premise requires technical expertise (but for the less technical, the Cloud option works instantly)
  • On-Premise plugins are an additional cost

  Try Matomo for Free

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

  Start for free

  No credit card required

  2. HubSpot : Best all-in-one CRM for organising leads

  HubSpot is a customer relationship management (CRM) and marketing software with over 194,000 customers worldwide. This user-friendly platform is dedicated to helping businesses of all sizes manage leads and customers.

  

  Why HubSpot ? HubSpot Marketing integrates seamlessly with the HubSpot CRM to help with everything from lead capture to conversion. The platform also features a free version — a great starting place for lead generation and management.

  Standout features : A robust set of no-code lead gen tools, like ads, forms, customisable landing pages, lead capture templates for potential customers, email campaigns, analytics dashboards and a free CRM to track leads.

  Integrations : Google Ads, WordPress, Jotform, Facebook Ads, Magento, Shopify, Weebly, WordPress, Zapier and Drupal.

  Pricing : Starts free for anyone and increases to $800/month for a professional plan.

  Pros

  • User-friendly interface
  • All-in-one lead management solution
  • Easy integration with HubSpot CRM
  • Simple analytics for beginners
  • Includes landing page tools
  • Offers email marketing tools to nurture leads

  Cons

  • Free version has limited functionality
  • Expensive jump to paid plans

  3. Leadfeeder : Best for finding warm B2B leads

  Leadfeeder is a business-to-business (B2B) marketing tool that shows B2B brands which companies are visiting their websites and gives them contact information to reach out to the right decision-makers.

  

  Why Leadfeeder ? Leadfeeder simplifies outreach for B2B organisations because it shows you what businesses are interacting with your website. Rather than trying to reach out to completely cold leads, the tool highlights brands that are already checking out your content and offerings.

  Standout features : Many account-based marketing (ABM) tools enable you to discover B2B accounts with insights into when you should contact them after they visit your site, as well as their job titles. The platform also includes a range of features that notify you and your sales team when qualified B2B leads come to your site so that you can move to capture them quickly.

  Integrations : Zoho, Google Chat, Pipedrive, Salesforce, Google Looker Studio, ActiveCampaign, HubSpot, Mailchimp, Microsoft Dynamics and Slack.

  Pricing : Starts at $139/month (includes a 14-day free trial).

  Pros

  • Easily find prospective customers
  • Track website visitors and potential customers freely
  • Simple filtering capabilities

  Cons

  • Few integrations available
  • Can be difficult to contact customer support

  4. OptinMonster : Best all-in-one lead generation form tool

  Founded in 2013, OptinMonster has over 1.2 million users worldwide. It offers a wide range of lead gen tools led by robust form tools that turn your target audience into leads.

  

  Why OptinMonster ? The platform is one of the most reputable lead generation platforms available. With nearly 100 lead capture templates, it’s highly customisable to almost any business looking to begin capturing leads with different forms.

  Standout features : 95 customisable form templates, drag-and-drop builders, onsite retargeting, segmentation, A/B testing and exit-intent popups that present forms when a user is about to leave the site.

  Integrations : Constant Contact, ConvertKit, ActiveCampaign, Salesforce Pardot, Campaign Monitor, HubSpot, Jilt, Keap and Mailchimp.

  Pricing : Starts at $16/month (no free trial offered).

  Pros

  • Easy drag-and-drop form-builder
  • Wide range of form templates
  • Customisable forms for any business
  • Simple A/B testing to help optimise form performance

  Cons

  • No free trial available
  • Growth features, like onsite retargeting, are only available on higher-tiered plans

  5. Intercom : Best live chat tool for capturing leads

  Intercom is one of the top live chat tools for helping businesses maintain solid communication with their customers. Founded in 2011, this live chat platform serves over 25,000 users around the world with a simple, sophisticated experience and seamless lead generation features.

  

  Why Intercom ? Intercom is a live chat tool first. But many people don’t know it’s also a simple lead capture tool. When people think of lead generation, they think of static or popup forms. But Intercom allows you to capture forms directly within a live chat conversation.

  Standout features : Lead generation via live chat that allows you to naturally capture potential customers’ information to turn them into a lead. The tool also comes equipped with chatbots that can automate the communication and lead gen process on autopilot.

  Integrations : Pipedrive, Typeform, Google Analytics, Zapier, Calendly, Salesforce, Stripe, Campaign Monitor, Clearbit Reveal and HubSpot.

  Pricing : Starts at $39/month (with a 21-day free trial).

  Pros

  • Live chat lead gen capture
  • Chatbot lead generation automation
  • Wide range of integrations and apps
  • User-friendly interface

  Cons

  • Fairly expensive for small businesses
  • Customer support isn’t the fastest

  6. Callingly : Best for making inbound calls with leads

  Callingly is a sophisticated call software that lets you get the most out of every inbound call you get from leads. Founded in 2019, this software company gives valuable insights into your inbound call leads, pulling information from various integrations and forms.

  

  Why Callingly ? Callingly is a robust call software that gathers lead information through forms, lead magnets, landing pages and forms. The software also has intelligent routing, which sends a call to the most relevant salesperson.

  Standout features : Advanced lead routing ensures inbound leads are directed to the most appropriate sales rep based on their unique needs and geographic location. The tool is also equipped with call tracking, analytics, lead source tracking and more to help personalise the experience for quick capture and conversion of leads.

  Integrations : ClickFunnels, Pipedrive, Salesforce, Drip, Aircall, HubSpot, Jotform, OptinMonster, Unbounce and Zapier.

  Pricing : Starts at $49/month (with a 14-day free trial).

  Pros

  • Instantly see robust caller information based on previous interactions
  • Intelligent routing places leads with the right sales reps
  • Call recordings to capture data and transfer it into your CRM
  • Voicemail and caller ID capabilities
  • Reporting and analytics for performance tracking

  Cons

  • Doesn’t include lead segmentation
  • Limited customisations
  • No email integration

  7. Notion : Best for creating informational lead magnets

  Notion is one of the most popular collaboration tools on the Internet. Founded in 2013, the platform has over 35 million users worldwide. While it’s known primarily for its advanced note-taking capabilities, Notion is also a simple tool you can use to create informational lead magnets.

  

  Why Notion ? Notion is a simple yet powerful tool you can use to create almost anything. If you want to generate more leads, then creating a free info product with Notion is a simple and effective way to do that. It enables you to create ebooks, digital courses and video courses without having to rely on expensive software.

  Standout features : Documentation tools, note-taking, collaborative documents and duplication capabilities. It’s simple to create a high-value informational product, like an ebook or course with multiple chapters.

  Integrations : Audienceful, Miro, Momentum, Slack, ChatGPT, Clockify, Desktop.com, SureTriggers, Trello and Google Drive.

  Pricing : Starts at $8/month (no free trial available).

  Pros

  • Easy to create a digital product or lead magnet
  • Leads have access with a simple link
  • Lead magnet can be updated in real time
  • AI writing assistant
  • Drag-and-drop functionality
  • User-friendly interface
  • Low-cost pricing plans

  Cons

  • No free trial available (though there is a free version)
  • Search function could use some improvement
  • Performance isn’t the fastest

  Use Matomo to generate more leads

  If you want more leads, then you need to start tracking your website’s forms.

  With Matomo, you get access to features like Form Analytics, A/B Testing, Heatmaps, and Session Recordings to help with conversion rate optimisation.

  Recently, Concrete CMS leveraged Matomo’s funnel analysis feature to improve its lead capture. The CMS was then able to identify bottlenecks in user onboarding. Matomo’s insights showed that users were getting stuck at the address input stage of the form.

  By tweaking their form, Concrete CMS tripled their leads in just a few days.

  If you want to improve your lead generation, then get started with Matomo’s 21-day free trial today. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

  Your Analytics subdomain will be .matomo.cloud (change)

  Choose your analytics subdomain
  

  .matomo.cloud

  I accept the terms and conditions and data processing agreement (DPA)

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  
  

  Start improving your websites now

  

• Matomo vs WP-Statistics – which web analytics plugin suits you best ?

  2 avril 2020, par Joselyn Khor — Analytics Tips, Plugins

  Due to the endless choices, you may be wondering which web analytics plugin (GA, Slimstat or WP-Statistics) to choose from on the WordPress directory. If the choice is between WP-Statistics and Matomo for WordPress, we’ve got you covered. Have a look at which could be the best option for you. Our team tested the WP-Statistics plugin to see how it compares. It’s hard not to be biased, but we’ll try our best to give you a fair assessment.

  The main considerations in this article : 

  • General overview
  • General comparison
  • Similarities
  • Differences
  • Three notable feature category comparisons
  • Which tool suits you better ?

  General overview

  What’s Matomo Analytics for WordPress ?

  Matomo for WordPress is a free, privacy-friendly web analytics plugin that lets you understand website visitors and how they behave on your site. With comprehensive insights, you get the opportunity to increase conversions, and the know-how to improve your website. 

  It lets you undertake essential analysis by tracking information, such as, where visitors are coming from, what your most popular pages are, and how visitors are using your site.

  In addition to the fundamentals, the tool also allows for advanced tracking and analysis with features that give you a full understanding of behavioural patterns and website performance. This enables you to optimise your WordPress website to increase sales or engagement.

  It offers a complete analytics package with the bonuses of 100% data ownership, no data sampling, and GDPR compliance. 

  What’s WP-Statistics ?

  WP-Statistics is currently the most used self-hosted WordPress statistics plugin. It provides reports that let you analyse who your visitors are, where they’re coming from, and to an extent what they’re doing on your website.

  Like Matomo for WordPress, it gives you an understanding of your audience which helps you make decisions on how to improve your website for more conversions. 

  As it’s self-hosted on your own WordPress servers it can be seen as a privacy-friendly choice with a few tweaks (more on this below).

  Like Matomo for WordPress, it gives you an understanding of your audience which helps you make decisions on how to improve your website for more conversions. 

  General comparison

  Let’s compare the installation process and the dashboards that get installed in your WordPress.

  Installation

  Both Matomo and WP-Statistics are installed directly in your WordPress so you’ll be able to see your analytics reports right in your WordPress dashboard. You can install them both straight from the WordPress Directory.

  The installation process for both plugins is beginner-friendly. You simply need to find them on the WordPress directory, click on ‘Install Now’, and tracking should start immediately in your WordPress dashboard.

  Dashboard

  For the main Matomo platform you’ll see :

  • Visitors – Overview, Visits Log, Real-time, Real-time Map, Locations, Devices, Software, Times, User IDs, Custom Variables, User Type
  • Behaviour – Pages, Entry Pages, Exit Pages, Page titles, Site Search, Outlinks, Downloads, Events, Contents, Engagement, Transitions, Users Flow, Top Paths, Page Author, Page Location, Page Type, Crawling errors
  • Acquisition – Overview, All Channels, Search Engine & Keywords, Websites, Social Networks, Campaigns, Campaign URL Builder, Crawling overview
  • Ecommerce – Overview, Ecommerce Log, Products, Sales, Multi Attribution
  • Goals – Overview, Multi Attribution, Choose Goals, Manage Goals
  • These may be worded differently from WP-Statistics, but they show you all the information you need to know about your traffic, pages, etc.

  Previous

  Next

  In the dashboard for WP-Statistics you’ll see :

  • Overview, Hits, Online, Referrers, Search Words, Search Engines, Pages, Visitors, Categories, Tags, Authors, Browsers, Top Visitors Today
  • These are the only things you can see in the dashboard. So you can’t click into them for a drop down section to get deeper insights. 
  •  

  

  Key similarities between Matomo and WP-Statistics

  • Free to use
  • Self-hosted – All data collected is stored only within your own servers, no third parties have rights over your data, and logs or report data will never be sent to other servers. 
  • Beginner-friendly – Both offer simple reporting for people who are very much beginners and only want basic insights. With Matomo the advantage is also that you can get more details should you ever want/need to.

  Key differences between Matomo and WP-Statistics

  The main differences fall in these categories : features, privacy, documentation/support, security, active development, extensibility, price and ads.

  Features : 

  WP-Statistics – On a fundamental level, WP-Statistics is focused on simplicity and the basics. There are fewer reports than Matomo and they function on a level that suits beginners who are interested in seeing only the numbers of visitors on the website, and how often each page is viewed. 

  Matomo – provides an interface with similar simplicity. However, there is also a more feature-rich and more comprehensive user interface available. In addition to the basics, Matomo offers features like Goals, Ecommerce, in the free version which show a deeper level of insight. WP Statistics does not let you track essentials like Goals or Ecommerce.

  Privacy : 

  WP-Statistics – One of the concerns we wish to raise here is for data privacy. There doesn’t appear to be an opt-out option in WP-Statistics, which could be problematic for some privacy laws such as GDPR. There’s also no documentation on this.

  We were a bit concerned to see that WP-Statistics didn’t have IP anonymization enabled by default. Considering the IP address is personal data, it means you are not compliant with privacy laws such as the GDPR when you use this plugin unless you tweak the settings. They mentioned : “In previous versions, there was an option called Hash IP. When Hash IP was activated, the IP addresses wouldn’t be stored in the database, but instead, a unique hash would be used. In this new version, an option has been added to store IPs anonymously. This option is active by default.” However, when we installed this and tested it on multiple WordPress installations, this option was not active by default. 

  Matomo – has more measures in place to ensure privacy is respected, such as, opt-outs. Due to the stringent privacy features in place, Matomo is well equipped to ensure GDPR compliance. Matomo has an abundance of user guides and FAQs you can follow to configure your platform to fully comply with GDPR. There’s even an 12-step compliant checklist. The most compelling proof is that the leading voice on GDPR – The European Commission uses Matomo Analytics. 

  Documentation/Support : 

  WP-Statistics – has little documentation, FAQs, and no support.

  Matomo – has thousands of FAQs and user guides, as well as a dedicated support team and forum you can turn to for help. Should you ever run into any issue, this might be something important to consider.

  The contrast in support between WP-Statistics and Matomo for WordPress :

  

  

  Security :

  Matomo takes protecting your data very seriously. We have a security bounty programme giving security researchers money should they find any security issues. Matomo also performs a security review for every new release. We couldn’t find anything similar in WP-Statistics.

  Active development : 

  WP Statistics – doesn’t seem to have active development. The last change in this plugin was over three months ago (source : https://github.com/wp-statistics/wp-statistics/commits/master) and in general, only 10 people really contributed to it (source : https://github.com/wp-statistics/wp-statistics/graphs/contributors, the graphs shows little contributor activity.) 

  Matomo – has been built by hundreds of contributors (source : https://github.com/matomo-org/matomo/graphs/contributors), and is actively maintained by multiple developers including developers who work on this full time. This means you can rest assured that Matomo will be there for you in the future, it will receive regular improvements.

  Extensibility :

  WP-Statistics – have a section on their website offering customisation but for a price. 

  Matomo – should you want any changes and have some developer knowledge or some developers at hand, you can completely customise and extend Matomo for free. There are also one hundred additional plugins available for Matomo for free. 
  

  Price :

  The main WordPress plugins ‘WP Statistics‘ and ‘Matomo Analytics – Ethical Stats. Powerful Insights.‘ are both free.

  WP Statistics and Matomo also sell paid add-ons. However, WP-Statistics’ paid add-ons are ones already integrated in Matomo for free. These basic features are provided as the development team believe they’re necessities to a fully functional analytics platform. 

  Ads :

  WP Statistics shows you ads, whereas Matomo doesn’t.

  Three most notable feature category comparisons

  Both Matomo and WP-Statistics have basic tracking categories in the WP dashboard. In addition, Matomo has feature categories that can be expanded e.g. when clicked, Visitors drops down to reveal 11 more features. 

  We’ll compare three feature categories : Visitors, Behaviour, and Acquisitions.

  1. Visitors (WP-Statistics) vs Visitors (Matomo)

  Let’s dive into how each analytics platform provides insight into the visitors feature category.

  WP-Statistics

  

  WP-Statistics – We can see WP-Statistics gives you bare bones tracking capabilities so you don’t get a really detailed picture of your visitors. It allows you to monitor users currently online in real-time, which is useful to look at the most recent activity on your site. WP-Statistics doesn’t offer a dropdown section to see more about your visitor’s behavioural patterns. There is no Visitors category in WP-Statistics, just individual features in the dashboard but we can group three options together to compare with Matomo’s Visitors category, these are : Online, Browsers, Top Visitors Today.

  Matomo

  

  

  Comparison

  Matomo – In comparison, Matomo has a Visitors category with a dropdown list that lets you drill deeper into what your visitors are doing. It lets you evaluate every action an individual user has taken on your website which is compiled into a full historical profile. Matomo gives an in-depth view. E.g. you can look at individual visit logs, locations, and devices.

  This lets you see what the life-time journey of an active user looks like, or perhaps you want to see what a profile looks like for a user who comes back time-and-time again without ever purchasing ; there is no better way to gain insights to these journeys and this is why the Visitor Profiles feature is so widely used by Matomo users.

  2. Pages tracking (WP-Statistics) vs Behaviour (Matomo)

  For this comparison, WP-Statistics has a few features that can be combined to compare with Matomo’s Behaviour category. 

  WP-Statistics

  

  The Pages section in WP-Statistics gives a basic look at your most popular pages so you know which pages get more visits and those which aren’t performing. This helps with content improvement. You can also see other features in this Behaviour category like Browsers and Hits – these also provide basic stats to help you get a general sense of visitor behaviour. 

  Matomo

  

  Comparison :

  Matomo on the other hand has stats that go into greater detail. The features under the Behaviour section of the tool let you draw actionable conclusions e.g. seeing that a page has a higher exit rate than it’s supposed to, so you optimise that page to prevent people leaving and help them progress through your website. 

  Not only can you see popular pages, you can look at : which page people viewed first when they visited your website ; which page they left from ; what people search for on your site ; and see how people are flowing through pages. Most importantly you can see how each of these reports perform over time so you can improve engagement and conversions on your website.

  3. Referrers (WP-Statistics) vs Acquisition (Matomo)

  For this comparison, WP-Statistics has a few features that can be combined to compare with Matomo’s Acquisition category. 

  WP-Statistics

  

  WP-Statistics gives you Referrers, Search Words, and Search Engines. Which give a basic understanding of the channels that work best for you. This is helpful to know where to focus more of your attention.

  Matomo

  

  Comparison :

  With Matomo you see multiple layers of stats to understand how your acquisition channels are performing. So you can see tables of data that drill into visits, downloads, bounce rate, and newsletter sign ups. For example seeing that Facebook is the channel bringing in the most visitors to your site. This gives you a better sense of which acquisition strategy is working for your site. 

  Who suits WP-Statistics

  This is a great starter pack for people who want a lightweight, functional statistics plugin that gives you a basic overview of website hits and visitors. It’s very easy to use, so it’s great for beginners and those who want simple tracking. If you have basic goals for your website or blog’s success then WP-Statistics is enough for you to get numbers on visitors, page views, and hits, but won’t be suitable for a larger-scale business or organisation. 

  It’s suited for hobby websites, blogs, and freelancers who want simple, effective stats tracking, who don’t need detailed insights on site performance or tracking. 

  Who suits Matomo

  Matomo can be used for the same basic reporting, but has the capability for you to go deeper into more advanced reporting in a different UI if you need it. It’s an option that can work for a wider range of users – from beginners to analysts. There are features to suit all skill levels. This complete suite of features makes it a more comprehensive tool, as you can get more out of it. Ideal not only for bloggers and beginners, but also powerful enough to suit businesses, privacy-respecting organisations, and those who would benefit from conversion optimisation features. 

  You can draw insights from all stages of the customer journey – you’ll track behavioural patterns as soon as visitors enter your site, to their progression through your site, and ultimately to conversion and exit. It’s also an ethical choice because you get 100% data ownership. 

  If you’d like to look deeper into your data then Matomo would also be suitable for you. Matomo’s UI is lean, very easy to learn and shouldn’t overwhelm users in the way another tool like Google Analytics might do. If you think Matomo suits you best, you can install it for free now.

  Advantages of using Matomo

  Truly privacy-respecting

  There’s no messing about when it comes to privacy. As a lot of users are based in Europe, Matomo adheres to the strictest privacy laws and can be counted on as a privacy-respecting tool that’s used by many government entities. Needing to comply with major privacy laws (GDPR) in Europe means Matomo can proudly ensure users are making the ethical choice.

  GDPR compliance

  You mitigate the risks of getting caught out and fined for breaching GDPR regulations. There’s a complete list of documentation, guides, information, and tools to make sure you’re on the right side of GDPR. 

  All-rounder

  Matomo gives you a clearer picture of your visitors which helps you make better decisions for your website overall. The support and documentation is thorough which means you get more out of your Matomo experience.

  Conclusion

  Both tools will do you justice in terms of fundamental reporting, but Matomo Analytics will outshine if you want a greater understanding of your website and want to carry out deeper levels of analysis.

  You can draw useful insights with WP-Statistics so it has to be said that they are doing something right with an entry-level offering. The simplicity is great, but you won’t really get more than a basic idea of how your site is performing.

  On the flipside, this simplicity could also be a double-edged sword for WP-Statistics in that it’s too simplistic to draw actionable insights. If you’re wanting to know anything that could increase sales, conversions or subscribers – then you wouldn’t really get the reports to do so. 

  WP-Statistics also falls short when it comes to updates and support. So a major difference can be seen in support, active development, ads, security, documentation, which many people may think about until they’re in trouble and find they need these resources. Matomo offers support, continuous product development, and extensive documentation. There are also no ads, making it more enjoyable to use.

  One thing we’d like to raise awareness about is WP-Statistics’ claims of being privacy-respecting without much documentation to back up those claims. There is a lack of privacy features which could put some website owners at risk of non-compliance. Just be sure to check that you’ve carried out the steps to comply with the privacy laws in your country.

  Matomo makes it clear that privacy is essential as is compliance to privacy laws like GDPR. The strength also lies in the peace of mind you get from a tool that’s used by global privacy leaders such as the European Commission.