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• Switch to Matomo for WordPress from Google Analytics

  10 mars 2020, par Joselyn Khor — Plugins, Privacy
  While Google Analytics may seem like a great plugin option on the WordPress directory, we’d like to present a new ethical alternative called Matomo for WordPress, which gives you 100% data ownership and privacy protection.

  Firstly what does Google Analytics offer in WordPress ?

  When you think of getting insights about visitors on your WordPress (WP) sites, the first thing that comes to mind might be Google Analytics. Why not right ? Especially when there are good free Google Analytics plugins, like Monster Insights and Site Kit. 

  These give you access to a great analytics platform, but the downside with Google Analytics is the lack of transparency around privacy and data ownership.

  

  Matomo Analytics for WordPress is an ethical alternative to Google Analytics for WordPress

  If you’re more interested in a privacy-respecting, GDPR compliant alternative, there’s now a new option on the WP plugins directory : Matomo Analytics – Ethical Stats. Powerful Insights. 

  It’s free and can be considered the #1 ethical alternative to Google Analytics in terms of features and capabilities. Why is it important to choose a web analytics platform that respects privacy ?

  

  Risk facing fines for non-GDPR compliance and privacy/data breaches

  In Europe there’s an overarching privacy law called GDPR which provides better privacy protection for EU citizens on the web. 

  Websites need to be GDPR compliant and follow rules governing how personal data is used or risk facing fines up to 4% of their yearly revenue for data/privacy breaches or non-compliance. Even if your website is based outside of Europe. If you have visitors from Europe, you can still be liable.

  

  In the US, there isn’t one main privacy law, there hundreds on both the federal and state levels to protect the personal data (or personally identifiable information) of US residents – like the California Consumer Privacy Act (CCPA). There are also industry-specific statutes related to data privacy like HIPAA.

  To protect your website from coming under fire for privacy breaches, best practise is to find platforms that are privacy and GDPR compliant by design. 

  When you own your own data – as with the case of Matomo – you have control over where data is stored, what you’re doing with it, and can better protect the privacy of your visitors.

  At this point you may be asking, “what’s the point of an analytics platform if you have to follow all these rules ?”

  The importance of analytics for your WordPress site

  • Figuring out how your audience behaves to increase conversions
  • Setting, tracking and measuring conversion goals
  • Being able to find insights to improve and optimize your site 
  • Making smarter, data-driven decisions so your company can thrive, rather than risk being left behind

  Analytics is used to answer questions like :

  • Where are your website visitors coming from (location) ?
  • How many people visit your website ?
  • Which are the most popular pages on your site ?
  • What sources of traffic are coming to your site (social, marketing campaigns, search) ?
  • Is your marketing campaign performing better this month compared to last ?

  Matomo can answer all of the above questions. BONUS : On top of that, with Matomo you get the peace of mind knowing you’re the only one who has access to those answers.

  

  Matomo Analytics vs Google Analytics on WordPress

  The top 5 most useful features in Matomo Analytics that’s comparable to GA

  1. Campaign measurement – traffic. Matomo also has a URL builder that lets you track which campaigns are working effectively
  2. Tracking goals. Matomo empowers you to set goals you can track. Being able to see this means you can accurately measure your return on investment (ROI) 
  3. Audience reports to learn about visitors. Matomo’s powerful visitors feature lets you learn who is visiting your site, what their journey is and the steps they take to conversion.
  4. In depth view of behaviour with Funnels in Matomo. This tracks the journey of your visitors from the moment they enter your site, to when they leave. Giving you insight into where and why you lose your visitors.
  5. Custom reports. Where you create your unique reports to fit your business goals.

  Other benefits of using Matomo :

  • No data sampling which means you get 100% accurate reporting
  • 100% data ownership
  • Free Tag Manager
  • Search engine keyword rankings
  • Unlimited websites
  • Unlimited team members
  • GDPR manager
  • API access
  • Hosted on your own servers so you have full control over where your data is stored

  Learn more about the differences in this comprehensive table.

  

  Matomo Analytics for WordPress is free !

  Matomo Analytics is the best free Google Analytics alternative on the WordPress Directory. In addition to having comparable features where you can do pretty much do everything you wanted to do in GA. Matomo Analytics for WordPress makes for an ethical choice because you can respect your visitor’s privacy, can become GDPR compliant, and maintain control over your own data.

  Google Analytics leads the market for good reasons. It’s a great free tool for those who want analytics, but there’s no clarity when it comes to grey areas like privacy and data ownership. If these are major concerns for you, Matomo offers complete peace of mind that you’re doing the best you can to stay ethical while growing your business and website.

  It’s just as easy to install in a few click !

  Install and see for yourself !

• Linear Attribution Model : What Is It and How Does It Work ?

  16 février 2024, par Erin

  Want a more in-depth way to understand the effectiveness of your marketing campaigns ? Then, the linear attribution model could be the answer.

  Although you can choose from several different attribution models, a linear model is ideal for giving value to every touchpoint along the customer journey. It can help you identify your most effective marketing channels and optimise your campaigns. 

  So, without further ado, let’s explore what a linear attribution model is, when you should use it and how you can get started. 

  What is a linear attribution model ?

  A linear attribution model is a multi-touch method of marketing attribution where equal credit is given to each touchpoint. Every marketing channel used across the entire customer journey gets credit, and each is considered equally important. 

  So, if a potential customer has four interactions before converting, each channel gets 25% of the credit.

  

  Let’s look at how linear attribution works in practice using a hypothetical example of a marketing manager, Sally, who is looking for an alternative to Google Analytics. 

  Sally starts her conversion path by reading a Matomo article comparing Matomo to Google Analytics she finds when searching on Google. A few days later she signs up for a webinar she saw on Matomo’s LinkedIn page. Two weeks later, Sally gets a sign-off from her boss and decides to go ahead with Matomo. She visits the website and starts a free trial by clicking on one of the paid Google Ads. 

  Using a linear attribution model, we credit each of the channels Sally uses (organic traffic, organic social, and paid ads), ensuring no channel is overlooked in our marketing analysis. 

  Are there other types of attribution models ?

  Absolutely. There are several common types of attribution models marketing managers can use to measure the impact of channels in different ways. 

  

  • First interaction : Also called a first-touch attribution model, this method gives all the credit to the first channel in the customer journey. This model is great for optimising the top of your sales funnel.
  • Last interaction : Also called a last-touch attribution model, this approach gives all the credit to the last channel the customer interacts with. It’s a great model for optimising the bottom of your marketing funnel. 
  • Last non-direct interaction : This attribution model excludes direct traffic and credits the previous touchpoint. This is a fantastic alternative to a last-touch attribution model, especially if most customers visit your website before converting. 
  • Time decay attribution model : This model adjusts credit according to the order of the touchpoints. Those nearest the conversion get weighted the highest. 
  • Position-based attribution model : This model allocates 40% of the credit to the first and last touchpoints and splits the remaining 20% evenly between every other interaction.

  Why use a linear attribution model ?

  Marketing attribution is vital if you want to understand which parts of your marketing strategy are working. All of the attribution models described above can help you achieve this to some degree, but there are several reasons to choose a linear attribution model in particular. 

  It uses multi-touch attribution

  Unlike single-touch attribution models like first and last interaction, linear attribution is a multi-touch attribution model that considers every touchpoint. This is vital to get a complete picture of the modern customer journey, where customers interact with companies between 20 and 500 times. 

  Single-touch attribution models can be misleading by giving conversion credit to a single channel, especially if it was the customer’s last use. In our example above, Sally’s last interaction with our brand was through a paid ad, but it was hardly the most important. 

  It’s easy to understand

  Attribution models can be complicated, but linear attribution is easy to understand. Every touchpoint gets the same credit, allowing you to see how your entire marketing function works. This simplicity also makes it easy for marketers to take action. 

  It’s great for identifying effective marketing channels

  Because linear attribution is one of the few models that provides a complete view of the customer journey, it’s easy to identify your most common and influential touchpoints. 

  It accounts for the top and bottom of your funnel, so you can also categorise your marketing channels more effectively and make more informed decisions. For example, PPC ads may be a more common bottom-of-the-full touchpoint and should, therefore, not be used to target broad, top-of-funnel search terms.

  Are there any reasons not to use linear attribution ?

  Linear attribution isn’t perfect. Like all attribution models, it has its weaknesses. Specifically, linear attribution can be too simple, dilute conversion credit and unsuitable for long sales cycles.

  

  It can be too simple

  Linear attribution lacks nuance. It only considers touchpoints while ignoring other factors like brand image and your competitors. This is true for most attribution models, but it’s still important to point it out. 

  It can dilute conversion credit

  In reality, not every touchpoint impacts conversions to the same extent. In the example above, the social media post promoting the webinar may have been the most effective touchpoint, but we have no way of measuring this. 

  The risk with using a linear model is that credit can be underestimated and overestimated — especially if you have a long sales cycle. 

  It’s unsuitable for very long sales cycles

  Speaking of long sales cycles, linear attribution models won’t add much value if your customer journey contains dozens of different touchpoints. Credit will get diluted to the point where analysis becomes impossible, and the model will also struggle to measure the precise ways certain touchpoints impact conversions. 

  Should you use a linear attribution model ?

  A linear attribution model is a great choice for any company with shorter sales cycles or a reasonably straightforward customer journey that uses multiple marketing channels. In these cases, it helps you understand the contribution of each touchpoint and find your best channels. 

  It’s also a practical choice for small businesses and startups that don’t have a team of data scientists on staff or the budget to hire outside help. Because it’s so easy to set up and understand, anyone can start generating insights using this model. 

  How to set up a linear attribution model

  Are you sold on the idea of using a linear attribution model ? Then follow the steps below to get started :

  

  Choose a marketing attribution tool

  Given the market is worth $3.1 billion, you won’t be surprised to learn there are plenty of tools to choose from. But choose carefully. The tool you pick can significantly impact your success with attribution modelling. 

  Take Google Analytics, for instance. While GA4 offers several marketing attribution models for free, including linear attribution, it lacks accuracy due to cookie consent rejection and data sampling. 

  Accurate marketing attribution is included as a feature in Matomo Cloud and is available as a plugin for Matomo On-Premise users. We support a full range of attribution models that use 100% accurate data because we don’t use data sampling, and cookie consent isn’t an issue (with the exception of Germany and the UK). That means you can trust our insights.

  Matomo’s marketing attribution is available out of the box, and we also provide access to raw data, allowing you to develop your custom attribution model. 

  Collect data

  The quality of your marketing attribution also depends on the quality and quantity of your data. It’s why you need to avoid a platform that uses data sampling. 

  This should include :

  • General data from your analytics platform, like pages visited and forms filled
  • Goals and conversions, which we’ll discuss in more detail in the next step
  • Campaign tracking data so you can monitor the behaviour of traffic from different referral channels
  • Behavioural data from features like Heatmaps or Session Recordings

  Set up goals and conversions

  You can’t assign conversion values to customer journey touchpoints if you don’t have conversion goals in place. That’s why the next step of the process is to set up conversion tracking in your web analytics platform. 

  Depending on your type of business and the product you sell, conversions could take one of the following forms :

  • A product purchase
  • Signing up for a webinar
  • Downloading an ebook
  • Filling in a form
  • Starting a free trial

  Setting up these kinds of goals is easy if you use Matomo. 

  Just head to the Goals section of the dashboard, click Manage Goals and then click the green Add A New Goal button. 

  Fill in the screen below, and add a Goal Revenue at the bottom of the page. Doing so will mean Matomo can automatically calculate the value of each touchpoint when using your attribution model. 

  

  If your analytics platform allows it, make sure you also set up Event Tracking, which will allow you to analyse how many users start to take a desired action (like filling in a form) but never complete the task. 

  Try Matomo for Free

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  Test and validate

  As we’ve explained, linear attribution is a great model in some scenarios, but it can fall short if you have a long or complex sales funnel. Even if you’re sure it’s the right model for your company, testing and validating is important. 

  Ideally, your chosen attribution tool should make this process pretty straightforward. For example, Matomo’s Marketing Attribution feature makes comparing and contrasting three different attribution models easy. 

  Here we compare the performance of three attribution models—linear, first-touch, and last-non-direct—in Matomo’s Marketing Attribution dashboard, providing straightforward analysis.

  

  If you think linear attribution accurately reflects the value of your channels, you can start to analyse the insights it generates. If not, then consider using another attribution model.

  Don’t forget to take action from your marketing efforts, either. Linear attribution helps you spot the channels that contribute most to conversions, so allocate more resources to those channels and see if you can improve your conversion rate or boost your ROI. 

  Make the most of marketing attribution with Matomo

  A linear attribution model lets you measure every touchpoint in your customer journey. It’s an easy attribution model to start with and lets you identify and optimise your most effective marketing channels. 

  However, accurate data is essential if you want to benefit the most from marketing attribution data. If your web analytics solution doesn’t play nicely with cookies or uses sampled data, then your linear model isn’t going to tell you the whole story. 

  That’s why over 1 million sites trust Matomo’s privacy-focused web analytics, ensuring accurate data for a comprehensive understanding of customer journeys.

  Now you know what linear attribution modelling is, start employing the model today by signing up for a free 21-day trial, no credit card required. 

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• Top 5 Web Analytics Tools for Your Site

  11 août 2023, par 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.