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• What is White Label Analytics ? Everything You Need to Know

  6 février 2024, par Erin

  Reports are a core part of a marketing agency’s offering. It’s how you build trust with clients by highlighting your efforts and demonstrating your results. 

  But all too often, those reports deliver a jarring and incohesive experience. The culprit ? The logos, colours and names of third-party brands your agency uses to deliver work and create the reports. 

  Luckily, there’s a way to make sure your reports elevate your agency’s stature ; not undermine it. 

  By white labelling your tools, you can deliver a clear and cohesive brand experience — one that strengthens the client relationship rather than diminishing it. 

  In this article, we explain what white label analytics tools are, why it’s important to white label your analytics solution and how you can do it using Matomo. 

  What is white label analytics ?

  White labelling is the process of redesigning a product or service using your company’s brand. The term comes from the act of putting a white label on a product that covers the original branding and allows the reseller to personalise the product.

  White label analytics, then, is a way to customise your analytics software with your agency’s logo and colours. When you white label your analytics, you ensure your reports, dashboards and interface provide a consistent and familiar user experience.

  

  The alternative is to provide your clients with an analytics report containing the logo and branding of your analytics software provider — whether that’s Google Analytics, Matomo, or another tool. 

  For some clients, it can create a confusing experience that takes attention away from your agency’s results.

  Why white label analytics is important

  There are plenty of reasons to white label your analytics tool, from improving your client’s experience to generating additional revenue. Here are four of the most important benefits to know :

  

  Improve the client experience

  You want your clients to have a seamless user experience with your agency’s brand, whether they visit your website, log into their client portal, or read one of your reports. 

  By white labelling your analytics platform, you can give your clients a visually appealing experience that stays in line with the rest of your branding and doesn’t leave them confused about who they are interacting with or which company is providing the service they pay for. 

  This is especially important if your agency uses other third-party tools like a client portal or productivity platform that also allows for custom branding. 

  Strengthen client relationships

  When you use white labelling to remove solution providers’ logos, you ensure your brand gets all of the credit for the hard work you’ve been doing. This can strengthen the agency-client relationship and reaffirm the importance of your agency. 

  But, white labelling allows you to tell a better story through your reports and increases the perceived value you offer. There are no other brands, logos, or names to confuse the narrative or detract from your key points — or to stop the client from understanding just how much value you provide. 

  Save time and increase productivity 

  White labelling your analytics platform can save your team a significant amount of time when creating client reports. 

  There’s no need to carefully screenshot graphs to add them to your own branded report. You can simply email clients a report using your white labelled analytics platform, assuring them of a seamlessly branded experience.

  The upshot is that your team can spend more time on billable work, improving the value they deliver to existing clients or opening up capacity to take on even more work. 

  Increase monetisation opportunities

  Whether you are an agency or consultant, white labelling an analytics solution gives you the opportunity to package and sell analytics as part of your own services. This can open up new revenue streams, help you to diversify your income, and reach a wider audience.

  The beauty of a white label offering is that there is no allusion to the company providing the underlying service.

  The most important elements of an analytics platform to white label 

  A white label analytics solution should offer a broad range of customisation options that range from surface-level branding to functional elements like tracking codes. 

  Below we take a look at the top components you should be able to customise with your chosen platform. 

  Logo and Favicon

  The logo is the first thing clients will see when they open up their analytics platform or look at your reports. It should make your services instantly recognisable, which is why it’s so jarring when clients read a report with another company’s brand slapped on every chart. 

  This should be the very first thing you change since it will be on almost every page and report your client views. Don’t stop there, however. If you send clients web-based reports, you’ll also want to change the platform’s favicon — the small logo you see next to your website in a browser. 

  Customising both your logo and favicon is easy with Matomo. 

  Just head to Administration, then General Settings and click Use a custom Logo under Brand settings.

  

  Upload your brand, click Save, and it will automatically populate your brand in place of the Matomo logo across the platform, just like in the image above.

  Brand name

  Most analytics platforms will mention their brand names repeatedly across the site, so it’s important to change these, too.

  Otherwise, you risk clients reading your analytics reports in detail or playing around with your platform’s settings and getting confused when another seemingly unrelated name keeps popping up. 

  Again, this is easily done with Matomo’s White Label plugin. 

  Head to Administration, then General Settings. Scroll to the bottom of the page to find WhiteLabel settings.

  Enter your brand or product name in the first box and click Save. 

  

  Just like your logo, this will replace every instance of Matomo’s brand name with your own.

  Brand colours

  Changing your analytics platform’s colours to match your own is almost as important as swapping out the logo. 

  Failure to do so could mean the charts and graphs you add to your client reports could cause confusion. 

  You can also use Matomo’s WhiteLabel settings to change the platform’s background and font colours. 

  Just enter a new header background and font colour using hexadecimal values.

  

  This change will also apply to automated email reports. 

  Custom tracking

  Tracking requests and links are an overlooked element of analytics when it comes to white labelling. Most people wouldn’t think twice about them, but they are an easy way for someone in the know to identify which platform you are using. 

  With Matomo’s White Label plugin, it’s possible to customise every request Matomo makes to your clients’ websites. 

  If left unbranded, tracking requests contain the following references : matomo.js and matomo.php. 

  By clicking the Whitelabel tracking endpoint box on the WhiteLabel settings page, those references will be replaced with js/tracker.js and js/tracker.php

  You’ll need to update your tracking code to reflect these changes, otherwise, requests will still contain Matomo branding. 

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  Links

  Finally, you’ll want to remove any links to any additional content offered by the analytics company. These are usually included to improve the user experience, but they are best removed if you are letting clients access your platform. 

  With Matomo, you can remove all links by clicking the relevant box in WhiteLabel settings. 

  You can also use the Show Marketplace only to Super Users checkbox to limit the visibility of Matomo’s Marketplace to everyone bar Super Users.

  Can you white label Google Analytics ?

  In a word : no. 

  Google Analytics might be the most popular analytics platform, but it comes up short if you want to customise its appearance. 

  This can be a particular problem for agencies that need to stand out from competitors offering the same generic reports. You can add more context, detail and graphs to your analytics reports, of course. But you’ll never be able to create completely custom, brand-cohesive reports using Google Analytics. 

  3 analytics platforms you can white label

  While you can’t white label Google Analytics, there are several web analytics providers that do offer a white labelling service. Here are three of the best :

  Matomo

  As you’ve already seen, Matomo is the ideal web analytics platform if you want to let your own brand shine through. Matomo lets you personalise the entire dashboard and all of your reports. That includes :

  • Adding your brand logo and favicon
  • Changing the font and background colours 
  • Removing third-party links
  • Tracking using custom URLs 
  • Develop your own custom theme

  Matomo offers a 21-day free trial (no credit card required). If you want to get remove the Matomo branding, you need the White Label plugin, which starts at just $179 per year after a free trial.

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  Clicky

  Clicky is a simple, privacy-focused web analytics platform with a white label offering. Like Matomo, you can add your logo and change the platform’s colours. 

  Clicky offers a seven-day free trial and charges a $99 setup fee, with prices starting from $49 and rising to $399. 

  Plausible 

  Plausible is another privacy-focused Google Analytics alternative that offers white labelling. The difference here is that it’s pretty complex to set up. 

  Rather than customising Plausible’s platform, for instance, you need to embed its dashboard into your own user interface. If you want to create your own custom dashboard, you’ll need to use an API. 

  Plausible offers a 30-day free trial.

  Leverage white label analytics today with Matomo

  Don’t put up with confusing unbranded clients a moment longer. White label your analytics platform so the next time you sit down to share insights with your clients, they’ll only see one brand : yours.

  Matomo makes it quick and easy to customise the look of your analytics platform and all of the reports you generate. If you already use Matomo, try the White Label plugin free for 30 days.

  If not, try Matomo with a free 21-day trial. No credit card required. 

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• GA360 Sunset : Is Now the Time to Switch ?

  20 mai 2024, par Erin

  Google pushed the sunset date of Universal Analytics 360 to July 2024, giving enterprise users more time to transition to Google Analytics 4. This extension is also seen by some as time to find a suitable alternative. 

  While Google positions GA4 as an upgrade to Universal Analytics, the new platform has faced its fair share of backlash. 

  So before you rush to meet the new sunset deadline, ask yourself this question : Is now the time to switch to a Google Analytics alternative ?

  In this article, we’ll explain what the new GA360 sunset date means and show you what you could gain by choosing a privacy-friendly alternative. 

  What’s happening with the final GA360 sunset ?

  Google has given Universal Analytics 360 properties with a current 360 licence a one-time extension, which will end on 1 July 2024.

  Why did Google extend the sunset ?

  In a blog post on Google, Russell Ketchum, Director of Product Management at Google Analytics, provided more details about the final GA360 sunset. 

  In short, the tech giant realised it would take large enterprise accounts (which typically have complex analytics setups) much longer to transition smoothly. The extension gives them time to migrate to GA4 and check everything is tracking correctly. 

  What’s more, Google is also focused on improving the GA4 experience before more GA360 users migrate :

  “We’re focusing our efforts and investments on Google Analytics 4 to deliver a solution built to adapt to a changing ecosystem. Because of this, throughout 2023 we’ll be shifting support away from Universal Analytics 360 and will move our full focus to Google Analytics 4 in 2024. As a result, performance will likely degrade in Universal Analytics 360 until the new sunset date.”

  Despite the extension, the July sunset is definitive. 

  Starting the week of 1 July 2024, you won’t be able to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted.

  In other words, it’s not just data collection that will cease at the start of July. You won’t be able to access the platform, and all your data will be deleted. 

  What GA360 features is Google deprecating, and when ?

  If you’re wondering which GA360 features are being deprecated and when, here is the timeline for Google’s final GA360 sunset :

  • 1 January 2024 : From the beginning of the year, Google doesn’t guarantee all features and functionalities in UA 360 will continue to work as expected. 
  • 29 January 2024 : Google began deprecating a string of advertising and measurement features as it shifts resources to focus on GA4. These features include :
    • Realtime reports
    • Lifetime Value report
    • Model Explorer
    • Cohort Analysis
    • Conversion Probability report
    • GDN Impression Beta
  • Early March 2024 : Google began deprecating more advertising and measurement features. Deprecated advertising features include Demographic and Interest reports, Publisher reporting, Phone Analytics, Event and Salesforce Data Import, and Realtime BigQuery Export. Deprecated measurement features include Universal Analytics property creation, App Views, Unsampled reports, Custom Tables and annotations.
  • Late March 2024 : This is the last recommended date for migration to GA4 to give users three months to validate data and settings. By this date, Google recommends that you migrate your UA’s Google Ads links to GA4, create new Google Ad conversions based on GA4 events, and add GA4 audiences to campaigns and ad groups for retargeting. 
  • 1 July 2024 : From 1 July 2024, you won’t be able to access any UA properties, and all data will be deleted.

  What’s different about GA4 360 ? 

  GA4 comes with a new set of metrics, setups and reports that change how you analyse your data. We highlight the key differences between Universal Analytics and GA4 below. 

  

  New dashboard

  The layout of GA4 is completely different from Universal Analytics, so much so that the UX can be very complex for first-time and experienced GA users alike. Reports or metrics that used to be available in a couple of clicks in UA now take five or more to find. While you can do more in theory with GA4, it takes much more work. 

  New measurements

  The biggest difference between GA4 and UA is how Google measures data. GA4 tracks events — and everything counts as an event. That includes pageviews, scrolls, clicks, file downloads and contact form submissions. 

  The idea is to anonymise data while letting you track complex buyer journeys across multiple devices. However, it can be very confusing, even for experienced marketers and analysts. 

  New metrics

  You won’t be able to track the same metrics in GA4 as in Universal Analytics. Rather than bounce rate, for example, you are forced to track engagement rate, which is the percentage of engaged sessions. These sessions last at least ten seconds, at least two pageviews or at least one conversion event. 

  Confused ? You’re not alone. 

  New reports

  Most reports you’ll be familiar with in Universal Analytics have been replaced in GA4. The new platform also has a completely different reporting interface, with every report grouped under the following five headings : realtime, audience, acquisition, behaviour and conversions. It can be hard for experienced marketers, let alone beginners, to find their way around these new reports. 

  AI insights

  GA4 has machine learning (ML) capabilities that allow you to generate AI insights from your data. Specifically, GA4 has predictive analytics features that let you track three trends : 

  • Purchase probability : the likelihood that a consumer will make a purchase in a given timeframe.
  • Churn probability : the likelihood a customer will churn in a given period.
  • Predictive revenue : the amount of revenue a user is likely to generate over a given period. 

  Google generates these insights using historical data and machine learning algorithms. 

  Cross-platform capabilities

  GA4 also offers cross-platform capabilities, meaning it can track user interactions across websites and mobile apps, giving businesses a holistic view of customer behaviour. This allows for better decision-making throughout the customer journey.

  Does GA4 360 come with other risks ?

  Aside from the poor usability, complexity and steep learning curve, upgrading your GA360 property to GA4 comes with several other risks.

  GA4 has a rocky relationship with privacy regulations, and while you can use it in a GDPR-compliant way at the moment, there’s no guarantee you’ll be able to do so in the future. 

  This presents the prospect of fines for non-compliance. A worse risk, however, is regulators forcing you to change web analytics platforms in the future—something that’s already happened in the EU. Migrating to a new application can be incredibly painful and time-consuming, especially when you can choose a privacy-friendly alternative that avoids the possibility of this scenario. 

  If all this wasn’t bad enough, switching to GA4 risks your historical Universal Analytics data. That’s because you can’t import Universal Analytics data into GA4, even if you migrate ahead of the sunset deadline.

  Why you should consider a GA4 360 alternative instead

  With the GA360 sunset on the horizon, what are your options if you don’t want to deal with GA4’s problems ? 

  The easiest solution is to migrate to a GA4 360 alternative instead. And there are plenty of reasons to migrate from Google Analytics to a privacy-friendly alternative like Matomo. 

  Keep historical data

  As we’ve explained, Google isn’t letting users import their Universal Analytics data from GA360 to GA4. The easiest way to keep it is by switching to a Google Analytics alternative like Matomo that lets you import your historical data. 

  Any business using Google Analytics, whether a GA360 user or otherwise, can import data into Matomo using our Google Analytics Importer plugin. It’s the best way to avoid disruption or losing data when moving on from Universal Analytics.

  Collect 100% accurate data

  Google Analytics implements data sampling and machine learning to fill gaps in your data and generate the kind of predictive insights we mentioned earlier. For standard GA4 users, data sampling starts at 10 million events. For GA4 360 users, data sampling starts at one billion events. Nevertheless, Google Analytics data may not accurately reflect your web traffic. 

  You can fix this using a Google Analytics alternative like Matomo that doesn’t use data sampling. That way, you can be confident that your data-driven decisions are being made with 100% accurate user data. 

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  Guarantee user privacy first

  Google has a stormy relationship with the EU-US Data Privacy Framework—being banned and added back to the framework in recent years.

  Currently, organisations governed by GDPR can use Google Analytics to collect data about EU residents, but there’s no guarantee of their ability to do so in the future. Nor does the Framework prevent Google from using EU customer data for ulterior purposes such as marketing and training large language models. 

  By switching to a privacy-focused alternative like Matomo, you don’t have to worry about your user’s data ending up in the wrong hands.

  Upgrade to an all-in-one analytics tool

  Switching from Google Analytics can actually give organisations access to more features. That’s because some GA4 alternatives, like Matomo, offer advanced conversion optimisation features like heatmaps, session recordings, A/B testing, form analytics and more right out of the box. 

  

  This makes Matomo a great choice for marketing teams that want to minimise their tech stack and use one tool for both web and behavioural analytics. 

  Get real-time reports

  GA4 isn’t the best tool for analysing website visitors in real time. That’s because it can take up to 4 hours to process new reports in GA360.

  However, Google Analytics alternatives like Matomo have a range of real-time reports you can leverage.

  

  In Matomo, the Real Time Visitor World Map and other reports are processed every 15 minutes. There is also a Visits in Real-time report, which refreshes every five seconds and shows a wealth of data for each visitor. 

  Matomo makes migration easy

  Whether it’s the poor usability, steep learning curve, inaccurate data or privacy issues, there’s every reason to think twice about migrating your UA360 account to GA4. 

  So why not migrate to a Google Analytics alternative like Matomo instead ? One that doesn’t sample data, guarantees your customers’ privacy, offers all the features GA4 doesn’t and is already used by over 1 million sites worldwide.

  Making the switch is easy. Matomo is one of the few web analytics tools that lets you import historical Google Analytics data. In doing so, you can continue to access your historical data and develop more meaningful insights by not having to start from scratch.

  If you’re ready to start a Google Analytics migration, you can try Matomo free for 21 days — no credit card required. 

  Try Matomo for Free

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• What is Web Log Analytics and Why You Should Use It

  26 juin 2024, par Erin

  Can’t use JavaScript tracking on your website ? Need a more secure and privacy-friendly way to understand your website visitors ? Web log analytics is your answer. This method pulls data directly from your server logs, offering a secure and privacy-respecting alternative.  

  In this blog, we cover what web log analytics is, how it compares to JavaScript tracking, who it is best suited for, and why it might be the right choice for you. 

  What are server logs ? 

  Before diving in, let’s start with the basics : What are server logs ? Think of your web server as a diary that notes every visit to your website. Each time someone visits, the server records details like : 

  • User agent : Information about the visitor’s browser and operating system. 

  • Timestamp : The exact time the request was made. 

  • Requested URL : The specific page or resource the visitor requested. 

  These “diary entries” are called server logs, and they provide a detailed record of all interactions with your website. 

  Server log example 

  Here’s what a server log looks like : 

  192.XXX.X.X – – [24/Jun/2024:14:32:01 +0000] “GET /index.html HTTP/1.1” 200 1024 “https://www.example.com/referrer.html” “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 

  192.XXX.X.X – – [24/Jun/2024:14:32:02 +0000] “GET /style.css HTTP/1.1” 200 3456 “https://www.example.com/index.html” “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 

  192.XXX.X.X – – [24/Jun/2024:14:32:03 +0000] “GET /script.js HTTP/1.1” 200 7890 “https://www.example.com/index.html” “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 

  192.XXX.X.X – – [24/Jun/2024:14:32:04 +0000] “GET /images/logo.png HTTP/1.1” 200 1234 “https://www.example.com/index.html” “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 

  Breakdown of the log entry 

  Each line in the server log represents a single request made by a visitor to your website. Here’s a detailed breakdown of what each part means : 

  • IP Address : 192.XXX.X.X 
    • This is the IP address of the visitor’s device. 
  • User Identifier : – – 
    • These fields are typically used for user identification and authentication, which are not applicable here, hence the hyphens. 
  • Timestamp : [24/Jun/2024:14:32:01 +0000] 
  • • • The date and time of the request, including the timezone. 
  • Request Line : “GET /index.html HTTP/1.1” 
    • The request method (GET), the requested resource (/index.html), and the HTTP version (HTTP/1.1). 
  • Response Code : 200 
    • The HTTP status code indicates the result of the request (200 means OK). 
  • Response Size : 1024 
    • The size of the response in bytes. 
  • Referrer : “https://www.example.com/referrer.html“ 
    • The URL of the referring page that led the visitor to the current page. 
  • User Agent : “Mozilla/5.0 (Windows NT 10.0 ; Win64 ; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/91.0.4472.124 Safari/537.36” 
    • Information about the visitor’s browser and operating system. 

  In the example above, there are multiple log entries for different resources (HTML page, CSS file, JavaScript file, and an image). This shows that when a visitor loads a webpage, multiple requests are made to load all the necessary resources. 

  What is web log analytics ? 

  Web log analytics is one of many methods for tracking visitors to your site.  

  

  Web log analytics is the process of analysing server log files to track and understand website visitors. Unlike traditional methods that use JavaScript tracking codes embedded in web pages, web log analytics pulls data directly from these server logs. 

  How it works : 

  1. Visitor request : A visitor’s browser requests your website. 
  2. Server logging : The server logs the request details. 
  3. Analysis : These logs are analysed to extract useful information about your visitors and their activities. 

  Web log analytics vs. JavaScript tracking 

  JavaScript tracking 

  JavaScript tracking is the most common method used to track website visitors. It involves embedding a JavaScript code snippet into your web pages. This code collects data on visitor interactions and sends it to a web analytics platform. 

  

  Differences and benefits :
  

  Privacy : 

  • Web log analytics : Since it doesn’t require embedding tracking codes, it is considered less intrusive and helps maintain higher privacy standards. 

  • JavaScript tracking : Embeds tracking codes directly on your website, which can be more invasive and raise privacy concerns. 

  Ease of setup : 

  • Web log analytics : No need to modify your website’s code. All you need is access to your server logs. 

  • JavaScript tracking : Requires adding tracking code on your web pages. This is generally an easier setup process.  

  Data collection : 

  • Web log analytics : Contain requests of users with adblockers (ghostery, adblock, adblock plus, privacy badger, etc.) sometimes making it more accurate. However, it may miss certain interactive elements like screen resolution or user events. It may also over-report data.  

  • JavaScript tracking : Can collect a wide range of data, including Custom dimensions, Ecommerce tracking, Heatmaps, Session recordings, Media and Form analytics, etc. 

  Why choose web log analytics ? 

  Enhanced privacy 

  Avoiding embedded tracking codes means there’s no JavaScript running on your visitors’ browsers. This significantly reduces the risk of data leakage and enhances overall privacy. 

  Comprehensive data collection 

  It isn’t affected by ad blockers or browser tracking protections, ensuring you capture more complete and accurate data about your visitors. 

  Historical data analysis 

  You can import and analyse historical log files, giving you insights into long-term visitor behaviour and trends. 

  Simple setup 

  Since it relies on server logs, there’s no need to alter your website’s code. This makes setup straightforward and minimises potential technical issues. 

  Who should use web log analytics ? 

  Web log analytics is particularly suited for businesses that prioritise data privacy and security.

  Organisations that handle sensitive data, such as banks, healthcare providers, and government agencies, can benefit from the enhanced privacy.  

  By avoiding JavaScript tracking, these entities minimise data exposure and comply with strict privacy regulations like Sarbanes Oxley and PCI. 

  Why use Matomo for web log analytics ? 

  Matomo stands out as a top choice for web log analytics because it prioritises privacy and data ownership

  

  Here’s why : 

  • Complete data control : You own all your data, so you don’t have to worry about third-party access. 
  • IP anonymisation : Matomo anonymises IP addresses to further protect user privacy. 
  • Bot filtering : Automatically excludes bots from your reports, ensuring you get accurate data. 
  • Simple migration : You can easily switch from other tools like AWStats by importing your historical logs into Matomo. 
  • Server log recognition : Recognises most server log formats (Apache, Nginx, IIS, etc.). 

  Start using web log analytics 

  Web log analytics offers a secure, privacy-focused alternative to traditional JavaScript tracking methods. By analysing server logs, you get valuable insights into your website traffic while maintaining high privacy standards.  

  If you’re serious about privacy and want reliable data, give Matomo’s web log analytics a try.  

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

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

  Your email address
  

  Your website address
  

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

  Choose your analytics subdomain
  

  .matomo.cloud