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• How HSBC and ING are transforming banking with AI

  9 November 2024, by Daniel Crough — Banking and Financial Services, Featured Banking Content

  We recently partnered with FinTech Futures to produce an exciting webinar discussing how analytics leaders from two global banks are using AI to protect customers, streamline operations, and support environmental goals.

  Watch the on-demand webinar: Advancing analytics maturity.

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  By providing your email and clicking “submit”, you agree to receive direct marketing materials relating to Matomo products and services, surveys, information about events, publications and promotions. You can unsubscribe at any time by clicking the opt-out link provided in each communication. We will process your personal information in accordance with our Privacy Policy.

  
  
  
  
  

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  Meet the expert panel

  Roshini Johri heads ESG Analytics at HSBC, where she leads AI and remote sensing applications supporting the bank’s net zero goals. Her expertise spans climate tech and financial services, with a focus on scalable analytics solutions.

   

  Marco Li Mandri leads Advanced Analytics Strategy at ING, where he focuses on delivering high-impact solutions and strengthening analytics foundations. His background combines analytics, KYC operations, and AI strategy.

   

  Carmen Soini Tourres works as a Web Analyst Consultant at Matomo, helping financial organisations optimise their digital presence whilst maintaining privacy compliance.

   

  Key findings from the webinar

  The discussion highlighted four essential elements for advancing analytics capabilities:

  1. Strong data foundations matter most

  “It doesn’t matter how good the AI model is. It is garbage in, garbage out,”

  Johri explained. Banks need robust data governance that works across different regulatory environments.

  2. Transform rather than tweak

  Li Mandri emphasised the need to reconsider entire processes:

  “We try to look at the banking domain and processes and try to re-imagine how they should be done with AI.”

  3. Bridge technical and business understanding

  Both leaders stressed the value of analytics translators who understand both technology and business needs.

  “We’re investing in this layer we call product leads,”

  Li Mandri explained. These roles combine technical knowledge with business acumen – a rare but vital skill set.

  4. Consider production costs early

  Moving from proof-of-concept to production requires careful planning. As Johri noted:

  “The scale of doing things in production is quite massive and often doesn’t get accounted for in the cost.”

  This includes:

  • Ongoing monitoring requirements
  • Maintenance needs
  • Regulatory compliance checks
  • Regular model updates

  Real-world applications

  ING’s approach demonstrates how banks can transform their operations through thoughtful AI implementation. Li Mandri shared several areas where the bank has successfully deployed analytics solutions, each benefiting both the bank and its customers.

  Customer experience enhancement

  The bank’s implementation of AI-powered instant loan processing shows how analytics can transform traditional banking.

  “We know AI can make loans instant for the customer, that’s great. Clicking one button and adding a loan, that really changes things,”

  Li Mandri explained. This goes beyond automation – it represents a fundamental shift in how banks serve their customers.

  The system analyses customer data to make rapid lending decisions while maintaining strong risk assessment standards. For customers, this means no more lengthy waiting periods or complex applications. For the bank, it means more efficient resource use and better risk management.

  The bank also uses AI to personalise customer communications.

  “We’re using that to make certain campaigns more personalised, having a certain tone of voice,”

  noted Li Mandri. This particularly resonates with younger customers who expect relevant, personalised interactions from their bank.

  Operational efficiency transformation

  ING’s approach to Know Your Customer (KYC) processes shows how AI can transform resource-heavy operations.

  “KYC is a big area of cost for the bank. So we see massive value there, a lot of scale,”

  Li Mandri explained. The bank developed an AI-powered system that:

  • Automates document verification
  • Flags potential compliance issues for human review
  • Maintains consistent standards across jurisdictions
  • Reduces processing time while improving accuracy

  This implementation required careful consideration of regulations across different markets. The bank developed monitoring systems to ensure their AI models maintain high accuracy while meeting compliance standards.

  In the back office, ING uses AI to extract and process data from various documents, significantly reducing manual work. This automation lets staff focus on complex tasks requiring human judgment.

  Sustainable finance initiatives

  ING’s commitment to sustainable banking has driven innovative uses of AI in environmental assessment.

  “We have this ambition to be a sustainable bank. If you want to be a sustainable finance customer, that requires a lot of work to understand who the company is, always comparing against its peers.”

  The bank developed AI models that:

  • Analyse company sustainability metrics
  • Compare environmental performance against industry benchmarks
  • Assess transition plans for high-emission industries
  • Monitor ongoing compliance with sustainability commitments

  This system helps staff evaluate the environmental impact of potential deals quickly and accurately.

  “We are using AI there to help our frontline process customers to see how green that deal might be and then use that as a decision point,”

  Li Mandri noted.

  HSBC’s innovative approach

  Under Johri’s leadership, HSBC has developed several groundbreaking uses of AI and analytics, particularly in environmental monitoring and operational efficiency. Their work shows how banks can use advanced technology to address complex global challenges while meeting regulatory requirements.

  Environmental monitoring through advanced technology

  HSBC uses computer vision and satellite imagery analysis to measure environmental impact with new precision.

  “This is another big research area where we look at satellite images and we do what is called remote sensing, which is the study of a remote area,”

  Johri explained.

  The system provides several key capabilities:

  • Analysis of forest coverage and deforestation rates
  • Assessment of biodiversity impact in specific regions
  • Monitoring of environmental changes over time
  • Measurement of environmental risk in lending portfolios

  “We can look at distant images of forest areas and understand how much percentage deforestation is being caused in that area, and we can then measure our biodiversity impact more accurately,”

  Johri noted. This technology enables HSBC to:

  • Make informed lending decisions
  • Monitor environmental commitments of borrowers
  • Support sustainability-linked lending programmes
  • Provide accurate environmental impact reporting

  Transforming document analysis

  HSBC is tackling one of banking’s most time-consuming challenges: processing vast amounts of documentation.

  “Can we reduce the onus of human having to go and read 200 pages of sustainability reports each time to extract answers?”

  Johri asked. Their solution combines several AI technologies to make this process more efficient while maintaining accuracy.

  The bank’s approach includes:

  • Natural language processing to understand complex documents
  • Machine learning models to extract relevant information
  • Validation systems to ensure accuracy
  • Integration with existing compliance frameworks

  “We’re exploring solutions to improve our reporting, but we need to do it in a safe, robust and transparent way.”

  This careful balance between efficiency and accuracy exemplifies HSBC’s approach to AI.

  Building future-ready analytics capabilities

  Both banks emphasise that successful analytics requires a comprehensive, long-term approach. Their experiences highlight several critical considerations for financial institutions looking to advance their analytics capabilities.

  Developing clear governance frameworks

  “Understanding your AI risk appetite is crucial because banking is a highly regulated environment,”

  Johri emphasised. Banks need to establish governance structures that:

  • Define acceptable uses for AI
  • Establish monitoring and control mechanisms
  • Ensure compliance with evolving regulations
  • Maintain transparency in AI decision-making

  Creating solutions that scale

  Li Mandri stressed the importance of building systems that grow with the organisation:

  “When you try to prototype a model, you have to take care about the data safety, ethical consideration, you have to identify a way to monitor that model. You need model standard governance.”

  Successful scaling requires:

  • Standard approaches to model development
  • Clear evaluation frameworks
  • Simple processes for model updates
  • Strong monitoring systems
  • Regular performance reviews

  Investing in people and skills

  Both leaders highlighted how important skilled people are to analytics success.

  “Having a good hiring strategy as well as creating that data literacy is really important,”

  Johri noted. Banks need to:

  • Develop comprehensive training programmes
  • Create clear career paths for analytics professionals
  • Foster collaboration between technical and business teams
  • Build internal expertise in emerging technologies

  Planning for the future

  Looking ahead, both banks are preparing for increased regulation and growing demands for transparency. Key focus areas include:

  • Adapting to new privacy regulations
  • Making AI decisions more explainable
  • Improving data quality and governance
  • Strengthening cybersecurity measures

  Practical steps for financial institutions

  The experiences shared by HSBC and ING provide valuable insights for financial institutions at any stage of their analytics journey. Their successes and challenges outline a clear path forward.

  Key steps for success

  Financial institutions looking to enhance their analytics capabilities should:

  1. Start with strong foundations
     • Invest in clear data governance frameworks
     • Set data quality standards
     • Build thorough documentation processes
     • Create transparent data tracking
  2. Think strategically about AI implementation
     • Focus on transformative rather than small changes
     • Consider the full costs of AI projects
     • Build solutions that can grow
     • Balance innovation with risk management
  3. Invest in people and processes
     • Develop internal analytics expertise
     • Create clear paths for career growth
     • Foster collaboration between technical and business teams
     • Build a culture of data literacy
  4. Plan for scale
     • Establish monitoring systems
     • Create governance frameworks
     • Develop standard approaches to model development
     • Stay flexible for future regulatory changes

  Learn more

  Want to hear more insights from these industry leaders? Watch the complete webinar recording on demand. You’ll learn:

  • Detailed technical insights from both banks
  • Extended Q&A with the speakers
  • Additional case studies and examples
  • Practical implementation advice

   

   

  Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

  Watch the on-demand webinar: Advancing analytics maturity.

  Email

  By providing your email and clicking “submit”, you agree to receive direct marketing materials relating to Matomo products and services, surveys, information about events, publications and promotions. You can unsubscribe at any time by clicking the opt-out link provided in each communication. We will process your personal information in accordance with our Privacy Policy.

  
  
  
  
  

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• Top 5 Web Analytics Tools for Your Site

  11 August 2023, by Erin — Analytics Tips

  At the start of July 2023, Universal Analytics (UA) users had to say goodbye to their preferred web analytics tool as Google discontinued it. While some find Google Analytics 4 (GA4) can do what they need, many GA4 users are starting to realise GA4 doesn’t meet all the needs UA once fulfilled. Consequently, they are actively seeking another web analytics tool to complement GA4 and address those unmet requirements effectively.

  In this article, we’ll break down five of the top web analytics tools on the market. You’ll find details about their core capabilities, pricing structures and some noteworthy pros and cons to help you decide which tool is the right fit for you. We’ve also included some key features a good web analytics tool should have to give you a baseline for comparison.

  Whether you’re a marketing manager focused on ROI of campaigns, a web analyst focused on conversions or simply interested in learning more about web analytics, there’s something for you on this list.

  What is a web analytics tool?

  Web analytics tools collect and analyse information about your website’s visitors, their behaviour and the technical performance of your site. A web analytics tool compiles, measures and analyses website data to give you the information you need to improve site performance, boost conversions and increase your ROI.

  What makes a web analytics tool good?

  Before we get into tool specifics, let’s go over some of the core features you can expect from a web analytics tool.

  For a web analytics tool to be worth your time (and money), it needs to cover the basics. For example:

  • Visitor reports: The number of visitors, whether they were unique or repeat visitors, the source of traffic (where they found your website), device information (if they’re using a desktop or mobile device) and demographic information like geographic location

  • Behaviour reports: What your visitors did while on your site, conversion rates (e.g., if they signed up for or purchased something), the pages they entered and exited from, average session duration, total time spent on a page and bounce rates (if they left without interacting with anything)

  • Technical information: Page loading speed and event tracking — where users are clicking, what they’re downloading or sharing from your site, if they’re engaging with the media on it and how far down the page they’re scrolling

  • Marketing campaign information: Breakdowns of ad campaigns by provider, showing if ads resulted in traffic to your site and lead to an eventual sale or conversion

  • Search Engine Optimisation (SEO) information: Which keywords on which pages are driving traffic to your site, and what search engines are they coming from

  • Real-time data tracking: Visitor, behaviour and technical information available in real-time, or close to it — allowing you to address to issues as they occur

  • Data visualisation: Charts and graphs illustrating the above information in an easily-readable format — helping identify opportunities and providing valuable insights you can leverage to improve site performance, conversion rates and the amount of time visitors spend on a page

  • Custom reporting: Create custom reports detailing the desired metrics and time frame you’re interested in

  • Security: User access controls and management tools to limit who can see and interact with user data

  • Resources: Official user guides, technical documentation, troubleshooting materials, customer support and community forums

  

  Pros and Cons of Google Analytics 4

  Despite many users’ dissatisfaction, GA4 isn’t going away anytime soon. It’s still a powerful tool with all the standard features you’d expect. It’s the most popular choice for web analytics for a few other reasons, too, including:

  • It’s free to use
  • It’s easy to set up
  • It has a convenient mobile app
  • It has a wealth of user documentation and technical resources online
  • Its machine-learning capabilities help predict user behaviour and offer insights on how to grow your site
  • It integrates easily with other Google tools, like Google Search Console, Google Ads and Google Cloud

  That said, it comes with some serious drawbacks. Many users accustomed to UA have reported being unhappy with the differences between it and GA4. Their reasons range from changes to the user interface and bounce rate calculations, as well as Google’s switch from pageview-focused metrics to event-based ones. 

  Let’s take a look at some of the other cons:

  • Lack of privacy, as Google uses data from Google Analytics for advertising purposes.
  • Cookie consent banners can frustrate visitors, and with 40-60% of web visitors rejecting consent, relying on them can lead to inaccurate data and an incomplete view of your web traffic and campaign outcomes.
  • Can’t import data from UA to GA4 
  • Missing features like heatmaps and session recording
  • Google Analytics 360, the GA for enterprises, costs $150,000/year

  Now that you know GA4’s strengths and weaknesses, it’s time to explore other tools that can help fill in GA4’s gaps.

  Top 5 web analytics tools (that aren’t Google)

  Below is a list of popular web analytics tools that, unless otherwise stated, have all the features a good tool should have.

  Adobe Analytics

  

  Adobe is a trusted name in software, with tools that have shaped the technological landscape for decades, like Photoshop and Illustrator. With web design and UX tools Dreamweaver and XD, it makes sense that they’d offer a web analytics platform as well.

  Adobe Analytics provides not just web analytics but marketing analytics that tell you about customer acquisition and retention, ROI and ad campaign performance metrics. Its machine learning (ML) and AI-powered analytics predict future customer behaviour based on previously collected data.

  Key features: 

  • Multichannel data collection that covers computers, mobile devices and IoT devices
  • Adobe Sensei (AI/ML) for marketing attribution and anomaly detection
  • Tag management through Adobe Experience Platform Launch simplifies the tag creation and maintenance process to help you track how users interact with your site

  Pros:

  • User-friendly and simple to learn with a drag-and-drop interface
  • When integrated with other Adobe software, it becomes a powerful solution for enterprises
  • Saves your team a lot of time with the recommendations and insights automatically generated by Adobe’s AI/ML

  Cons:

  • No free version
  • Adobe Sensei and tag manager limited to premium version
  • Expensive, especially when combined with the company’s other software
  • Steep learning curve for both setup and use

  Mobile app: Yes

  Integrations: Integrates with Adobe Experience Manager Sites, the company’s CMS. Adobe Target, a CRO tool and part of the Adobe Marketing Cloud subscription, integrates with Analytics.

  Pricing: Available upon request

  Matomo

  

  Matomo is the leading open-source web analytics solution designed to help you make more informed decisions and enhance your customer experience while ensuring GDPR compliance and user privacy. With Matomo Cloud, your data is stored in Europe, while Matomo On-Premise allows you to host your data on your own servers.

  Matomo is used on over 1 million websites, in over 190 countries, and in over 50 languages. Additionally, Matomo is an all-in-one solution, with traditional web analytics (visits, acquisition, etc.) alongside behavioural analytics (heatmaps, session recordings and more), plus a tag manager. No more inefficiently jumping back and forth between tabs in a huge tech stack. It’s all in Matomo, for one consistent, seamless and efficient experience. 

  Key features: 

  • Heatmaps and session recording to display what users are clicking on and how individual users interacted with your site 
  • A/B testing to compare different versions of the same content and see which gets better results
  • Robust API that lets you get insights by connecting your data to other platforms, like data visualisation or business intelligence tools

  Pros: 

  • Open-source, reviewed by experts to ensure that it’s secure
  • Offers On-Premise or Cloud-hosted options
  • Fully compliant with GDPR, so you can be data-driven without worrying. 
  • Option to run without cookies, meaning in most countries you can use Matomo without annoying cookie consent banners and while getting more accurate data
  • You retain complete ownership of your data, with no third parties using it for advertising or unspecified “own purposes”

  Cons: 

  • On-Premise is free, but that means an additional cost for advanced features (A/B testing, heatmaps, etc.) that are included by default on Matomo Cloud
  • Matomo On-Premise requires servers and technical expertise to setup and manage

  Mobile app: Matomo offers a free mobile app (iOS and Android) so you can access your analytics on the go. 

  Integrations: Matomo integrates easily with many other tools and platforms, including WordPress, Looker Studio, Magento, Jira, Drupal, Joomla and Cloudflare.

  Pricing: 

  • Varies based on monthly hits
  • Matomo On-Premise: free
  • Matomo Cloud: starting at €19/month

  Mixpanel

  

  Mixpanel’s features are heavily geared toward e-commerce companies. From the moment a visitor lands on your website to the moment they enter their payment details and complete a transaction, Mixpanel tracks these events.

  Similar to GA4, Mixpanel is an event-focused analytics platform. While you can still track pageviews with Mixpanel, its main focus is on the specific actions users take that lead them to purchases. Putting your attention on this information allows you to find out which events on your site are going through the sales funnel.

  They’re currently developing a Warehouse Events feature to simplify the process of importing data lakes and data warehouses.

  Key features:

  • Custom alerts and anomaly detection
  • Boards, which allow you to share multiple reports and insights with your team in a range of visual styles 
  • Detailed segmentation reporting that lets you break down your data to the individual user, specific event or geographic level

  Pros:

  • Boards allow for emojis, gifs, images and videos to make collaboration fun
  • Powerful mobile analytics for iOS and Android apps
  • Free promotional credits for eligible startups 

  Cons:

  • Limited features in free plan
  • Best features limited to the Enterprise-tier subscription
  • Complicated set up
  • Steep learning curve

  Mobile app: No

  Integrations: Mixpanel has a load of integrations, including Figma, Google Cloud, Slack, HappyFox, Snowflake, Microsoft Azure, Optimizely, Mailchimp and Tenjin. They also have a WordPress plugin.

  Pricing: 

  • Starter: free plan available
  • Growth: $20/month
  • Enterprise $833/month

  HubSpot Marketing

  

  HubSpot is a customer relationship management (CRM) platform with marketing, sales, customer service, content management system (CMS) and operations tools. This greater ecosystem of HubSpot software allows you to practically run your entire business in one place.

  Even though HubSpot Marketing isn’t a dedicated web analytics tool, it provides comparable standard metrics as the other tools on this list, albeit without the more advanced analytical metrics they offer. If you’re already using HubSpot to host your website, it’s definitely worth consideration.

  Key features:

  • Customer Journey Analytics presents the steps your customers went through in the sales process, step-by-step, in a visual way
  • Dashboards for your reports, including both fully customisable options for power users and pre-made templates for new users

  Pros:

  • Integration with other HubSpot tools, like HubSpot CRM’s free live chat widget 
  • User-friendly interface with many features being drag-and-drop, like the report dashboard
  • 24/7 customer support

  Cons:

  • Can get expensive with upgrades and other HubSpot tool add ons
  • Not a dedicated web analytics tool, so it’s missing some of the features other tools have, like heatmaps
  • Not really worth it as a standalone tool
  • Some users report customer support is unhelpful

  Mobile app: Yes

  Integrations: The larger HubSpot CRM platform can connect with nearly 1,500 other apps through the HubSpot App Marketplace. These include Slack, Microsoft Teams, Salesforce, Make, WordPress, SurveyMonkey, Shopify, monday.com, Stripe, WooCommerce and hundreds of others.

  Pricing: 

  • Starter: $20/month ($18/month with annual plan) 
  • Professional: $890/month ($800/month with annual plan) 
  • Enterprise: $3,600/month ($43,200 billed annually)

  Kissmetrics

  

  Kissmetrics is a web analytics tool that is marketed toward SaaS and ecommerce companies. They label themselves as “person-based” because they combine event-based tracking with detailed user profiles of the visitors to your site, which allows you to gain insights into customer behaviour. 

  With user profiles, you can drill down to see how many times someone has visited your site, if they’ve purchased from you and the steps they took before completing a sale. This allows you to cater more to these users and drive growth.

  Key features: 

  • Person Profiles that give granular information about individual users and their activities on your site
  • Campaigns, an engagement messenger application, allows you to set up email automations that are triggered by specific events
  • Detailed reporting tools 

  Pros: 

  • No third-party cookies
  • No data sampling
  • APIs for Ruby on Rails, JavaScript, Python and PHP

  Cons: 

  • Difficult installation
  • Strongest reporting features only available in the most expensive plan
  • Reports can be slow to generate
  • Requires custom JavaScript code to tack single-page applications
  • Doesn’t track demographic data, bounce rate, exits, session length or time on page

  Mobile app: No

  Integrations: Kissmetrics integrates with HubSpot, Appcues, Slack, Mailchimp, Shopify, WooCommerce, Recurly and a dozen others. There is also a Kissmetrics WordPress plugin.

  Pricing: 

  • Silver: $299/month (small businesses)
  • Gold: $499/month (medium) 
  • Platinum: custom pricing (enterprises)

  Conclusion

  In this article, you learned about popular tools for web analytics to better inform you of your options. Despite all of GA4’s shortcomings, by complementing it with another web analytics tool, teams can gain a more comprehensive understanding of their website traffic and enhance their overall analytics capabilities.

  If you want an option that delivers powerful insights while keeping privacy, security and compliance at the forefront, you should try Matomo. 

  Try Matomo alongside Google Analytics now to see how it compares.

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

• 8 Best Tools to Analyse Website Traffic

  12 September 2023, by Erin — Analytics Tips, Marketing

  Do you want to analyse your website traffic?

  Maybe you want to know how well you’re converting your traffic. Or maybe you’re looking to track the performance and ROI of your marketing campaigns. Regardless, you won’t get far without relying on a dependable web traffic analysis platform.

  In this article, we’ve compiled a list of the top web analytics tools available (including the pricing for each one).

  Let’s dive in.

  What is website traffic analysis?

  Curious about what it means to analyse website traffic?

  

  Simply put, it involves collecting and examining data about your website visitors and the actions they take. Marketers, analysts and website owners can then take this data and use it to optimise their strategy to improve site traffic, conversion rates and ROI.

  A website analytics tool is software that tracks and measures various visitor activities and behaviours on your website. Common metrics include pageviews, traffic source, bounce rate and average time on page. Using a web analytics solution can give you insights into what’s working (and what’s not working) so you can optimise your website, campaigns or marketing strategy.

  Advantages of using a website traffic analysis tool

  1. Performance measurement and optimisation

  Tracking the success of your marketing efforts is a challenging task. The primary benefit of using a web analytics tool is implementing effective performance measurement. If you don’t know how to measure your efforts, you won’t know what’s working and what’s not with your campaigns and content. 

  A web analysis tool can give you the insights you need to understand whether your marketing initiatives have been successful or if they need to be improved.

  For instance, your new web design facelift may seem beautiful, but if visitors aren’t staying on your site as long and it is resulting in lower conversions, then it’s time to go back to the drawing board.

  2. Audience insights to improve the user experience

  Web traffic analysis platforms don’t just show you what your visitors are doing. It shows you who your audience is. A powerful website analytics tool will give you in-depth audience data, including demographics like geographical location (e.g., city, state or country), to help you better understand your audience.

  Additionally, you can learn more about your audience by seeing how they interact with different content on your site. You’ll start to see that certain content performs better than others, giving you a greater understanding of your audience’s needs and wants. This means you’ll be able to tailor your website content and marketing efforts to your audience to improve the overall user experience.

  3. Improve SEO

  In the first two advantages, we touched on how insights can help you craft better content for the visitors already coming to your site to improve the user experience and improve conversions. But did you know that using a website analytics tool can also help improve how much traffic you’re getting to your site?

  Since a web analytics tool can help you craft better content, one side effect is an increase in traffic from organic search through SEO. Additionally, your platform will likely show you other traffic sources that your visitors are coming from (i.e., another website is referring traffic to you) so you can tap into those high-performing sources and optimise your incoming traffic over time.

  Top 8 Tools to Analyse Website Traffic

  Here’s a breakdown of the top eight web analytics platforms to help you analyse each tool’s unique features, price, advantages and disadvantages so you can make the best decision.

  1. Matomo

  Matomo is an open-source website analytics tool that’s focused on protecting user privacy and data while offering robust insights into your web traffic. It’s one of the most powerful tools to track the entire customer journey on your site.

  

  Why Matomo: As the leader in open-source, privacy-friendly and ethical web analytics, Matomo is trusted by more than 1 million websites, including NASA, the United Nations and the European Commission.

  Matomo plays well with Google Analytics to track your websites by filling in the gaps where Google Analytics has limitations (i.e., cookie consent banner requirement). Matomo combines traditional and behavioural web analytics for deeper insights while ensuring compliance with the strictest privacy regulations like GDPR, LGPD and HIPAA.

  Matomo Standout Features and Integrations:

  Standout features include comprehensive visitor tracking, multi-attribution, goal tracking, event tracking, custom dimensions, custom reports, automated email reports, session recordings, tag manager, roll-up reporting to pull data from multiple sites, Google Analytics importer, heatmaps and more.

  Integrations include WordPress, Google Ads, Wix, Drupal, Joomla, Cloudflare, Magento, Vue, SharePoint, WooCommerce and more.

  Pricing starts free for Matomo On-Premise (but requires technical skills and servers to set up) and $23/month for Matomo Cloud, which includes a 21-day free trial (no credit card required).

  Pros

  • Best for respecting visitor privacy
  • You own your data — ensuring that it’s not shared with third parties for purposes like advertising
  • Compliant with the strictest privacy laws
  • Greater flexibility with open-source advantages, as well as the option to either self-host or cloud host
  • Can run cookieless — providing 100% accurate data and a better user experience without the need for an annoying cookie consent banner 
  • Exceptional customisability — from white labeling, alerts and custom dimensions to dashboards and reports, tailor your insights for faster decisions, deeper insights and superior outcomes

  Cons

  • On-Premise is free, but there are additional costs for advanced features
  • On-Premise requires servers and technical expertise to manage

  2. Google Analytics

  Google Analytics is the most well-known and used web analytics platform in the world, with nearly 30 million active websites.

  

  Why Google Analytics: It’s one of the leading web traffic analysis tools backed by the Alphabet group of companies. For anyone getting started, it’s a great free option to understand your web traffic and your audience.

  Google Analytics Standout Features and Integrations:

  Standout features include in-depth visitor tracking, event tracking with Google Analytics 4 (GA4), easy integration with Google marketing tools (i.e., Google Search Console and Google Ads), custom reports and easy data importing from third-party sources.

  Integrations include Google Ads, Google Webmaster Tools, AdSense, WordPress, Wix, Shopify, Zendesk, Facebook, Marketo, WordPress, Hotjar, SEMrush, Salesforce, Hootsuite and more.

  Pricing is free.

  Pros

  • Detailed audience insights
  • Customisable reports
  • Seamless integration with other Google products
  • Easy to set up

  Cons

  • Not privacy-friendly — you don’t own your data (data is shared with third parties for advertising purposes)
  • Complex interface
  • Requires cookie consent banner for GDPR compliance, which negatively impacts data accuracy and user experience

  3. Fathom Analytics

  Founded in 2018, Fathom Analytics is a privacy-friendly and lightweight web analytics tool. The platform offers a simple, minimalistic dashboard.

  

  Why Fathom Analytics: Fathom Analytics is a minimalistic tool to help website owners gain insights into customer behaviour without compromising on privacy. It’s an easy-to-use tool that offers a simplified breakdown of the most popular data points. For newcomers to web analytics seeking essential metrics like visitor counts and traffic sources, Fathom Analytics provides a straightforward, cost-effective solution.

  Fathom Analytics Standout Features and Integrations:

  Standout features include easy, automated GA4 importing with lifetime data retention, a single-page dashboard for a quick overview of metrics, traffic summaries for chosen timeframes, visually striking graphs for better data digestion and privacy protection covering major compliance regulations.

  Integrations include Google Analytics, Squarespace, Drupal, WordPress, Discourse, Bloggi, ConvertKit, Webflow, Transistor, Remix, Gatsby and Carrd.

  Pricing starts at $14/month for up to 100k pageviews (with a 30-day free trial).

  Pros

  • Doesn’t use cookies
  • Out-of-the-box GDPR, ePrivacy, PECR and CCPA compliance
  • Great for visual data insights
  • Lightweight tracking script for fast loading

  Cons

  • Can’t easily see traffic trends on specific pages
  • Metrics may be too simple for those wanting advanced analytics

  4. Mixpanel

  Mixpanel is a web analytics platform that helps you track visitors as well as improve customer retention. The software has 8,000 customers worldwide, including Netflix, Yelp, BuzzFeed and CNN.

  

  Why Mixpanel: Mixpanel is great for websites with e-commerce functionality. The tool helps you understand both your site visitors and your customers so you can optimise your customer experience and improve conversions.

  Mixpanel Standout Features and Integrations:

  Standout features include deep insights into how your products are being used, including your most popular features, user cohorts that let you segment users based on specific actions, and visual analysis showing where users drop off.

  Integrations include Google Cloud, Figma, Mailchimp, Zoho CRM, Databox, Marketo, Hotjar, Slack, Zapier, Amazon Web Services, Google Ads and HubSpot.

  Pricing starts free for up to 20 million events per month and $20/month for Growth.

  Pros

  • Interface is easy for beginners
  • Exhaustive reporting options
  • Custom event tracking options
  • Predict user actions based on data science models
  • Send targeted messages to specific users to encourage action

  Cons

  • User-based pricing isn’t the most ideal for everyone
  • Alert management can be confusing

  5. Kissmetrics

  Kissmetrics is a marketing and product analytics tool that helps e-commerce and SaaS companies grow through qualitative data insights. The web analytics tool is trusted by 10,000 users, including Microsoft, Unbounce, AWeber, Dropbox DocSend and SendGrid.

  

  Why Kissmetrics: As an e-commerce-driven analytics platform, the platform is best suited for Enterprise businesses, but it also offers flexible pricing plans that make it easy for someone to get their feet wet with website analytics. 

  Kissmetrics Standout Features and Integrations:

  Standout features include a customisable dashboard to see key metrics at a glance, comprehensive visitor tracking, cohort analysis including power user tracking to understand your most active visitors and customers and insights into customer lifetime value and churn rate.

  Integrations include Chargify, HubSpot, Slack, Live Chat, Marketo, Optimizely, Mailchimp, Recurly, Wufoo Forms, Facebook Ads, WordPress, Shopify and WooCommerce.

  Pricing starts at $0.0025/event for the Pay As You Go Plan, $25.99/month for Build Your Plan and $199/month for Small Teams, which includes a 7-day free trial.

  Pros

  • Flexible pricing options
  • Easy to install
  • Several analytics viewing options
  • Visual checkout funnel insights
  • Track sessions by desktop or mobile

  Cons

  • Despite more pricing options, it’s still quite expensive overall
  • Difficult to use for beginners

  6. Adobe Analytics

  Adobe Analytics is a web and marketing analytics platform within the Adobe Experience Platform. Used by over 170,000 businesses, it’s one of the most popular analytics solutions available.

  

  Why Adobe Analytics: Adobe Analytics was created for large organisations. It’s essentially the enterprise version of Google Analytics. The tool does a great job of offering a customised analytics solution that’s capable of delivering personalised user experiences at scale.

  Adobe Analytics Standout Features and Integrations:

  Standout features include attribution, AI-driven predictive analytics, robust customer segmentation and automation based on customer behaviour.

  Integrations include all Adobe products, Salesforce, Hootsuite, Contentsquare, Sisense, Mouseflow, Google Ads, Google Search Console, HubSpot and Microsoft Teams.

  Pricing is custom and available upon request, but users can expect to pay at least $2,000 per month, and there is no free trial.

  Pros

  • Built for enterprise businesses
  • Seamless workflow integration for Adobe Experience Cloud users
  • Incredible customisation options
  • Integration process is flexible
  • Capable of accurately tracking large volumes of traffic

  Cons

  • Very expensive
  • Not suitable for small businesses
  • The setup is challenging for beginners

  7. SimilarWeb

  SimilarWeb is a robust analytics platform used to track your website data and compare it to other websites. Backed by a team of experienced data scientists and mathematicians for in-depth website traffic and search engine analysis. Founded in 2007, the platform is trusted by major brands like Adidas, DHL, PepsiCo and Walmart.

  

  Why SimilarWeb: The tool relies on multiple scientific methodologies and approaches to data analysis to help provide a better understanding of visitors and customers. The platform is great for crafting prediction models for customer acquisitions by using machine learning to offer SEO insights and competitive analysis.

  SimilarWeb Standout Features and Integrations:

  Standout features include competition traffic and engagement analysis, in-depth visitor tracking, keyword analysis to optimise your SEO and search ads, affiliate traffic analysis, search traffic analysis and funnel insights.

  Integrations include Salesforce, HubSpot, Google Analytics, Google Search Console, Shift, AT Internet, Adverity, SimilarTech, Biscience and more. 

  Pricing starts at $125/month for the Starter plan, which includes a 7-day free trial.

  Pros

  • Has a user-friendly dashboard for simple insights
  • Highly customisable platform to meet your specific needs
  • Easy competition analysis
  • Funnel insights to improve your conversion rates
  • Great customer support

  Cons

  • Expensive pricing
  • Doesn’t include a code snippet to pull data directly from websites
  • Doesn’t show sub-domains of your site

  8. Hotjar

  Hotjar is a behavioural website analytics tool with a focus on providing insights into individual user sessions with features like heatmaps and session recordings. Founded in 2014, Hotjar is used by 900,000 sites around the world.

  

  Why Hotjar: Unlike traditional web analytics tools like Google Analytics, Hotjar is a behavioural analytics tool that provides in-depth behaviour insights session by session. The tool offers a variety of features that give you a sneak peek into your users’ behaviours by watching how they interact with your site action by action.

  Hotjar Standout Features and Integrations:

  Standout features include comprehensive heat mapping, visitor session recordings to see what visitors did moment by moment, feedback polls to gain insights from site visitors and conversion funnels to help you analyse leaks in your funnel at each conversion stage.

  Integrations include HubSpot, Slack, Jira, WordPress, Shopify, Google Analytics, Mixpanel, Microsoft Teams, Zapier and ClickFunnels.

  Pricing starts at free for the Basic plan and $80/month for Business, which includes a 15-day free trial.

  Pros

  • You can see exactly where visitors click, move and scroll
  • Watch session replays to see what visitors did step-by-step
  • See what percentage of visitors take certain actions
  • Data segmentation features to help you understand KPIs in-depth
  • There are no user limits with the platform, making it easy to scale

  Cons

  • While it offers behavioural analytics, Hotjar doesn’t provide insights into traditional web analytics like Matomo does, including traffic sources and bounce rate
  • History data monitoring is complex

  Elevate your website performance today

  Understanding your visitors’ behaviour and needs is essential when you’re looking to improve your website performance.

  By leveraging a website analytics platform, you’ll be able to gain new insights into your visitors and use insights from your content and campaign performance to improve your user experience.

  If you’re looking to start using a web traffic analysis tool today, then Matomo is an excellent choice.

  Matomo is a powerful, privacy-friendly and compliant tool that gives in-depth insights into your audience, your content and your marketing efforts to help you improve your site’s performance.

  The platform also includes a variety of robust behavioural analytics features like heatmaps, session recording and more, which are included in your Cloud subscription. 

  Start your 21-day free trial of Matomo today (no credit card required).