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• Custom Segmentation Guide : How it Works & Segments to Test

  13 novembre 2023, par Erin — Analytics Tips, Uncategorized

  Struggling to get the insights you’re looking for with premade reports and audience segments in your analytics ?

  Custom segmentation can help you better understand your customers, app users or website visitors, but only if you know what you’re doing.

  You can derive false insights with the wrong segments, leading your marketing campaigns or product development in the wrong direction.

  In this article, we’ll break down what custom segmentation is, useful custom segments to consider, how new privacy laws affect segmentation options and how to create these segments in an analytics platform.

  What is custom segmentation ?

  Custom segmentation is when you divide your audience (customers, users, website visitors) into bespoke segments of your own design, not premade segments designed by the analytics or marketing platform provider.

  To do this, you single out “custom segment input” — data points you will use to pinpoint certain users. For example, it could be everyone who has visited a certain page on your site.

  

  Segmentation isn’t just useful for targeting marketing campaigns and also for analysing your customer data. Creating segments is a great way to dive deeper into your data beyond surface-level insights.

  You can explore how various factors impact engagement, conversion rates, and customer lifetime value. These insights can help guide your higher-level strategy, not just campaigns.

  How custom segments can help your business

  As the global business world clamours to become more “data-driven,” even smaller companies collect all sorts of data on visitors, users, and customers.

  However, inexperienced organisations often become “data hoarders” without meaningful insights. They have in-house servers full of data or gigabytes stored by Google Analytics and other third-party providers.

  

  One way to leverage this data is with standard customer segmentation models. This can help you get insights into your most valuable customer groups and other standard segments.

  Custom segments, in turn, can help you dive deeper. They help you unlock insights into the “why” of certain behaviours. They can help you segment customers and your audience to figure out :

  • Why and how someone became a loyal customer
  • How high-order-value customers interact with your site before purchases
  • Which behaviours indicate audience members are likely to convert
  • Which traffic sources drive the most valuable customers

  This specific insight’s power led Gartner to predict that 70% of companies will shift focus from “big data” to “small and wide” by 2025. The lateral detail is what helps inform your marketing strategy. 

  You don’t need the same volume of data if you’re analysing and segmenting it effectively.

  Custom segment inputs : 6 data points you can use to create valuable custom segments 

  To help you get started, here are six useful data points you can use as a basis to create segments — AKA customer segment inputs :

  

  Visits to certain pages

  A basic data point that’s great for custom segments is visits to certain pages. Create segments for popular middle-of-funnel pages and compare their engagement and conversion rates. 

  For example, if a user visits a case study page, you can compare their likelihood to convert vs. other visitors.

  This is a type of behavioural segmentation, but it is the easiest custom segment to set up in terms of analysis and marketing efforts.

  Visitors who perform certain actions

  The other important type of behavioural segment is visitors or users who take certain actions. Think of things like downloading a file, clicking a link, playing a video or scrolling a certain amount.

  For instance, you can create a segment of all visitors who have downloaded a white paper. This can help you explore, for example, what drives someone to download a white paper. You can look at the typical user journey and make it easier for them to access the white paper — especially if your sales reps indicate many inbound leads mention it as a key driver of their interest.

  User devices

  Device-based segmentation lets you compare engagement and conversion rates on mobile, desktop and tablets. You can also get insights into their usage patterns and potential issues with certain mobile elements.

  

  This is one aspect of technographic segmentation, where you segment based on users’ hardware or software. You can also create segments based on browser software or even specific versions.

  Loyal or high-value customers

  The best way to get more loyal or high-value customers is to explore their journey in more detail. These types of segments can help you better understand your ideal customers and how they act on your site.

  You can then use this insight to alter your campaigns or how you communicate with your target audience.

  For example, you might notice that high-value customers tend to come from a certain source. You can then focus your marketing efforts on this source to reach more of your ideal customers.

  Visitor or customer source

  You need to track the results if you’re investing in marketing (like an influencer campaign or a sponsored post) outside platforms with their own analytics.

  

  Before you can create a reliable segment, you need to make sure that you use campaign tracking parameters to reliably track the source. You can use our free campaign tracking URL builder for that.

  Demographic segments — location (country, state) and more

  Web analytics tools, such as Matomo, use visitors’ IP addresses to pinpoint their location more accurately by cross-referencing with a database of known and estimated IP locations. In addition, these tools can detect a visitor’s location through the language settings in their browser. 

  This can help create segments based on location or language. By exploring these trends, you can identify patterns in behaviour, tailor your content to specific audiences, and adapt your overall strategy to better meet the preferences and needs of your diverse visitor base.

  How new privacy laws affect segmentation options

  Over the past few years, new legislation regarding privacy and customer data has been passed globally. The most notable privacy laws are the GDPR in the EU, the CCPA in California and the VCDPA in Virginia.

  

  For most companies, it can save a lot of work and future headaches to choose a GDPR-compliant web analytics solution not only streamlines operations, saving considerable effort and preventing future headaches, but also ensures peace of mind by guaranteeing the collection of compliant and accurate data. This approach allows companies to maintain compliance with privacy regulations while remaining firmly committed to a data-driven strategy.

  Create your very own custom segments in Matomo (while ensuring compliance and data accuracy)

  Crafting precise marketing messages and optimising ROI is crucial, but it becomes challenging without the right tools, especially when it comes to maintaining accurate data.

  That’s where Matomo comes in. Our privacy-friendly web analytics platform is GDPR-compliant and ensures accurate data, empowering you to effortlessly create and analyse precise custom segments.

  If you want to improve your marketing campaigns while remaining GDPR-compliant, start your 21-day free trial of Matomo. No credit card required.

• Introducing Crash Analytics for Matomo

  30 août 2023, par Erin — Community, Plugins

  Bugs and development go hand in hand. As code matures, it contends with new browser iterations, clashes with ad blockers and other software quirks, resulting in the inevitable emergence of bugs. In fact, a staggering 13% of all pageviews come with lurking JavaScript errors.

  Monitoring for crashes becomes an unrelenting task. Amidst this never-ending effort to remove bugs, a SurveyMonkey study unveils a shared reality : a resounding 66% of individuals have encountered bug-ridden websites.

  These bugs lead to problems like malfunctioning shopping carts, glitchy checkout procedures and contact forms that just won’t cooperate. But they’re not just minor annoyances – they pose a real danger to your conversion rates and revenue.

  According to a study, 58% of visitors are inclined to abandon purchases as a result of bugs, while an astonishing 75% are driven to completely abandon websites due to these frustrating experiences.

  Imagine a website earning approximately 25,000 EUR per month. Now, factor in errors occurring in 13% of all pageviews. The result ? A potential monthly loss of 1,885 EUR.

  Meet Crash Analytics

  Driven by our vision to create an empowering analytics product, we’re excited to introduce Crash Analytics, an innovative plugin for Matomo On-Premise that automatically tracks bugs on your website.

  

  By offering insights into the precise bug location and the user’s interactions that triggered it, along with details about their device type, browser and more, Crash Analytics empowers you to swiftly address crashes, leading to an improved user experience, higher conversion rates and revenue growth.

  Soon, Crash Analytics will become available to Matomo Cloud users as well, so stay tuned for further updates and announcements.

  Say goodbye to lost revenue – never miss a bug again

  Even if you put your website through the toughest tests, it’s hard to predict every little hiccup that can pop up across different browsers, setups and situations. Factors such as ad blockers, varying internet speeds for visitors and browser updates can add an extra layer of complexity.

  When these crashes happen, you want to know immediately. However, according to a study, only 29% of surveyed respondents would report the existence of the site bug to the website operator. These bugs that go unnoticed can really hurt your bottom line and conversion rates, causing you to lose out on revenue and leaving your users frustrated and disappointed.

  

  Crash Analytics is here to bridge this gap. Armed with scheduled reporting (via email or texts) and automated alert functionalities, you gain the power to instantly detect bugs as they occur on your site. This proactive approach ensures that even the subtlest of issues are brought to your attention promptly. 

  With automated reports and alerts, you can also opt to receive notifications when crashes increase or ignore specific crashes that you deem insignificant. This keeps you in the loop with only the issues that truly matter, helping you cut out the noise and take immediate action.

  

  Easily forward crash data to developers and synchronise the efforts of technical teams and marketing experts. Track emerging, disappearing and recurring errors, ensuring that crash data is efficiently relayed to developers to prioritise fixes that matter.

  

  Plus, your finger is always on the pulse with real-time reports that offer a live view of crashes happening at the moment, an especially helpful feature after deploying changes. Use annotations to mark deploys and correlate them with crash data, enabling you to quickly identify if a new bug is linked to recent updates or modifications.

  

  And with our mobile app, you can effortlessly stay connected to your website’s performance, conveniently accessing crash information anytime and anywhere. This ensures you’re in complete control of your site’s health, even when you’re on the move.

  Streamline bug resolution with combined web and crash analytics

  Crash Analytics for Matomo doesn’t just stop at pinpointing bug locations ; it goes a step further by providing you with a holistic perspective of user interactions. Seamlessly combining Matomo’s traditional and behavioural web analytics features—like segments, session recordings and visitor logs—with crash data, this integrated approach unveils a wealth of insights so you can quickly resolve bugs. 

  For instance, let’s say a user encounters a bug while attempting to complete a purchase on your e-commerce website. Crash Analytics reveals the exact point of failure, but to truly grasp the situation, you delve into the session recordings. These recordings offer a front-row seat to the user’s journey—every click and interaction that led to the bug. Session recordings are especially helpful when you are struggling to reproduce an issue.

  

  Additionally, the combination of visitor logs with crash data offers a comprehensive timeline of a user’s engagement. This helps you understand their activity leading up to the bug, such as pages visited, actions taken and devices used. Armed with these multifaceted insights, you can confidently pinpoint the root causes and address the crash immediately.

  With segments, you have the ability to dissect the data and compare experiences among distinct user groups. For example, you can compare mobile visitors to desktop visitors to determine if the issue is isolated or widespread and what impact the issue is having on the user experience of different user groups. 

  The combination of crash data with Matomo’s comprehensive web analytics equips you with the tools needed to elevate user experiences and ultimately drive revenue growth.

  Start in seconds, shape as needed : Your path to a 100% reliable website

  Crash Analytics makes the path to a reliable website simple. You don’t have to deal with intricate setups—crash detection starts without any configuration. 

  Plus, Crash Analytics excels in cross-stack proficiency, seamlessly extending its capabilities beyond automatically tracking JavaScript errors to covering server-side crashes as well, whether they occur in PHP, Android, iOS, Java or other frameworks. This versatile approach ensures that Crash Analytics comprehensively supports your website’s health and performance across various technological landscapes.

  Elevate your website with Crash Analytics

  Experience the seamless convergence of bug tracking and web analytics, allowing you to delve into user interactions, session recordings and visitor logs. With the flexibility of customising real-time alerts and scheduled reports, alongside cross-stack proficiency, Crash Analytics becomes your trusted ally in enhancing your website’s reliability and user satisfaction to increase conversions and drive revenue growth. Equip yourself to swiftly address issues and create a website where user experiences take precedence.

  Start your 30-day free trial of our Crash Analytics plugin today, and stay tuned for its availability on Matomo Cloud.

• 7 Reasons to Migrate from Google Analytics to Matomo Now

  15 mai 2022, par Erin

  The release of Google Analytics 4 (GA4), and the subsequent depreciation of Universal Analytics, has caused a stir amongst webmasters, SEO experts, marketers and the likes.

  Google’s Universal Analytics is the most widely used web analytics platform in the world, but from 1 July 2023, it will no longer process any new data. Google is now pushing users to set up GA4 tracking imminently.

  If you’re like many and wondering if you should upgrade to Google Analytics 4, there are two key reasons why this might be a risk :

  1. GDPR violations : recent rulings have deemed Google Analytics illegal in France and Austria, and it’s likely that this trend will continue across the EU.
  2. Data loss : users switching to Google Analytics 4 can’t migrate their data from Universal Analytics.

  To mitigate these risks, many organisations are looking to switch to a Google Analytics alternative like Matomo. This is an ideal option for organisations that want to take ownership of their data, get compliant with privacy regulations and save themselves the stress of Google deprecating the software they rely on.

  Whilst there are two major reasons to steer clear of Google Analytics 4, there are 7 reasons why migrating to Matomo instead could save your business time, money and peace of mind.

  If you want to avoid the pitfalls of GA4 and are thinking about migrating from Universal Analytics to Matomo, here’s why you should make the switch now.

  1. Keep your historical Universal Analytics data

  Users switching to Google Analytics 4 will be disappointed to find out that GA4 does not accept data imports from Universal Analytics. On top of that, Google also announced that after Universal Analytics stops processing new data (1 July 2023), users will only be able to access this data for “at least six months”. 

  Years of valuable insights will be completely wiped and organisations will not be able to report on year over year results.

  Fortunately, any organisation using Universal Analytics can import this data into Matomo using our Google Analytics Importer plugin. So you can reduce business disruptions and retain years of valuable web analytics data when you switch to Matomo.

  Our comprehensive migration documentation features a handy video, written guides and FAQs to ensure a smooth migration process.

  2. Ease of use

  Web analytics is complicated enough without having to navigate confusing platform user interfaces (UIs). One of GA4’s biggest drawbacks is the “awful and unusable” interface which has received an overwhelming amount of negative backlash online. 

  Matomo’s intuitive UI contains many of the familiar features that made Universal Analytics so well-liked. You’ll find the same popular features like Visitors, Behaviour, and Acquisition to name a few.

  

  User Flow in Matomo

  When you switch to Matomo you can get up to speed quickly and spend more time focusing on high-value tasks, rather than learning about everything new in GA4.

  3. 100% accurate unsampled data

  GA4 implements data sampling and machine learning to fill gaps. Often what you are basing critical business decisions on is actually an estimate of activity. 

  Matomo does not use data sampling, so this guarantees you will always see the full picture.

  “My primary reason to use Matomo is to get the unsampled data, [...] if your website gets lots of traffic and you can’t afford an enterprise level tool like GA premium [GA360] then Matomo is your best choice.”

  With Matomo you can be confident your data-driven decisions are being made with real data.

  4. Privacy by design

  Built-in privacy has always been at the core of Matomo. One key method we use to achieve this, is by giving you 100% data ownership of your web analytics data. You don’t ever have to worry about the data landing in the wrong hands or being used in unethical ways – like unsolicited advertising. 

  On the contrary, Google Analytics is regularly under fire for controversial uses of data. While Google has made changes to make GA4 more privacy-focused, it’s all just smoke and mirrors. The data collected from Google Analytics accounts is used by Google to create digital profiles on internet users, which is then used for advertising. 

  Consumers are becoming increasingly concerned about how businesses are using their data. Businesses that develop privacy strategies, utilise privacy-focused tools will gain a competitive advantage and a loyal customer-base. 

  Prioritise the protection of your user data by switching to a privacy-by-design analytics solution.

  5. Compliance with global privacy laws

  To date, Google Analytics has been deemed illegal to use in France and Austria due to data transfers to the US. Upgrading to GA4 doesn’t make this problem go away either since data is still transferred to the US. 

  Matomo is easily configured to follow even the strictest of privacy laws like GDPR, HIPAA, CCPA, LGPD and PECR. Here’s how :

  • Matomo’s opt-out mechanism lets users opt-out of web analytics tracking
  • You can configure analytics for data retention of raw data and aggregated reports
  • Users can anonymise IP addresses as well as implement other data anonymisation techniques
  • Matomo can respect DoNotTrack setting
  • Users can set up Matomo so it doesn’t process any personal data or PII (personally identifiable information)
  • It’s easy to set shorter expiration dates for tracking cookies
  • Matomo allows you to disable Visits Log and Visitor Profile
  • Users aren’t tracked across websites unless specifically enabled

  Matomo can also be used without cookie consent banners (unlike with Google Analytics, which will always need user consent to track). Matomo has been approved by the French Data Protection Authority (CNIL) as one of the select few web analytics tools that can be used to collect data without tracking consent.

  Every year more countries are drafting legislation that mirrors the European Union’s GDPR (like the Brazilian LGPD). Matomo is designed to stay data-privacy law compliant, and always will be.

  Stay on top of global privacy laws and reduce the time you spend on compliance by switching to a privacy-compliant solution. 

  6. All-in-one web analytics

  Matomo gives you easy access to Heatmaps, Session Recordings, A/B testing, Funnels analytics, and more right out of the box. This means that digital marketing, UX and procurement teams won’t need to set up and manage multiple tools for behavioural analytics – it’s all in one place.

  Learn more about your audience, save money and reduce complexity by switching to an all-in-one analytics solution.

  Check out Matomo’s extensive product features.

  

  Page Scroll Depth in Matomo

  7. Tag Manager built-in

  Unlike GA4, the Matomo Tag Manager comes built-in for an efficient and consistent user experience. Matomo Tag Manager offers a pain-free solution for embedding tracking codes on your website without needing help from a web developer or someone with technical knowledge.

  Help your Marketing team track more website actions and give time back to your web developer by switching to Matomo Tag Manager.

  Final Thoughts

  Google Analytics is free to use, but the surrounding legal issues with the platform and implications of switching to GA4 will make migrating a tough choice for many businesses. 

  Now is the chance for organisations to step away from the advertising tech giant, take ownership of web analytics data and get compliant. Switch to the leading Google Analytics alternative and see why over 1 million websites choose Matomo for their web analytics.

  Ready to get started with your own Google Analytics to Matomo migration ? Try Matomo free for 21 days now – no credit card required. 

  21 day free trial. No credit card required.

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