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• Matomo’s privacy-friendly web analytics software named best of the year 2022

  25 janvier 2023, par Erin

  W3Tech names Matomo ‘Traffic Analysis Tool of the Year 2022’ in its Web Technologies of the Year list of technologies that gained the most sites

  Matomo, a world-leading open-source web analytics platform, is proud to announce that it has received W3Tech’s award for the best web analytics software in its Web Technologies of the Year 2022. Matomo is the first independent, open-source tool named Traffic Analysis Tool of the Year – with previous winners including Google Analytics and Facebook Pixel.


  W3Tech, a trusted source for web technology research, determines winners for its annual Web Technologies of the Year list by technologies that gained the most websites. W3Tech surveys usage across millions of websites globally – comparing the number of sites using a technology on January 1st of one year with the number of sites using it the following year.

  W3Tech commenting on the Traffic Analysis Tool winners, said : “Matomo, the privacy-focused open source analytics platform, is the traffic analysis tool of the year for the first time, while Google Analytics and the other previous winners all lost a bit of market share in 2022. The Chinese Baidu Analytics ranks second this year. Snowplow, another open source tool, is an unexpected third.”


  Matomo launched in 2007 as an open-source analytics alternative to Google Analytics, keeps businesses GDPR and CCPA-compliant. Matomo is trusted by over 1.4 million websites in 220 countries and is translated into over 50 languages.


  Matomo founder Matthieu Aubry says, “As the first independent, open-source traffic analysis tool to receive this recognition, Matomo is humbled and honoured to lead the charge for change. It’s a testament to the hard work of our community, and it’s a clear sign that consumers and organisations are looking for ethical alternatives.


  “This recognition is a major win for the entire privacy movement and proves that the tide is turning against the big tech players who I believe have long prioritised profits over privacy. We are committed to continuing our work towards a more private and secure digital landscape for all.”


  In W3Tech’s Web Technologies of the Year 2022, Matomo was also judged third Tag Manager, behind Google Tag Manager and Adobe DTM.


  Matomo helps businesses and organisations track and optimise their online presence allowing users to easily collect, analyse, and act on their website and marketing data to gain a deeper understanding of their visitors and drive conversions and revenue. With 100% data ownership, customers using the company’s tools get the power to protect their website user’s privacy – and where their data is stored and what’s happening to it, without external influence. Furthermore, as the data is not sampled, it maintains data accuracy. 


  Aubry says its recent award is a positive reminder of how well this solution is performing internationally and is a testament to the exceptional quality and performance of Matomo’s powerful web analytics tools that respect a user’s privacy.


  “In 2020, the CJEU ruled US cloud servers don’t comply with GDPR. Then in 2022, the Austrian Data Protection Authority and French Data Protection Authority (CNIL) ruled that the use of Google Analytics is illegal due to data transfers to the US. With Matomo Cloud, the customer’s data is stored in Europe, and no data is transferred to the US. On the other hand, with Matomo On-Premise, the data is stored in your country of choice.


  “Matomo has also become one of the most popular open-source alternatives to Google Analytics for website owners and marketing teams because it empowers web professionals to make business decisions. Website investment, collateral, and arrangement are enriched by having the full picture and control of the data.”

  

  About Matomo

  Matomo is a world-leading open-source web analytics platform, trusted by over 1.4 million websites in 220 countries and translated into over 50 languages. Matomo helps businesses and organisations track and optimise their online presence allowing users to easily collect, analyse, and act on their website and marketing data to gain a deeper understanding of their visitors and drive conversions and revenue. Matomo’s vision is to create, as a community, the leading open digital analytics platform that gives every user complete control of their data.

  For more information/ press enquiries Press – Matomo

• How to Track Website Visitors : Benefits, Tools and FAQs

  31 août 2023, par Erin — Analytics Tips, Marketing

  Businesses spend a ton of time, money and effort into creating websites that are not only helpful and captivating, but also highly effective at converting visitors. They’ll create content, revise designs, add new pages and change forms, all in the hope of getting visitors to stay on the site and convert into leads or customers.

  When you track website visitors, you can see which of your efforts are moving the needle. While many people are familiar with pageviews as a metric, website visitor tracking can be much more in-depth and insightful.

  In this article, we’ll cover how website visitor tracking works, what you can track, and how this information can improve sales and marketing results. We’ll also explain global privacy concerns and how businesses can choose the right tracking software. 

  What is website visitor tracking ? 

  Website visitor tracking uses software and applications to track and analyse how visitors interact with your website. It’s a vital tool to help businesses understand whether their website design and content are having the desired effect.

  

  Website visitor tracking includes very broad, non-specific data, like how many times visitors have come to your site. But it can also get very specific, with personal information about the user and even recordings of their visit to your site. Site visits, which may include visiting several different pages of the same site, are often referred to as “sessions.”

  Although Google Analytics is the most widely used website visitor tracking software, it isn’t the most comprehensive or powerful. Companies that want a more in-depth understanding of their website may need to consider running a more precise tool alongside Google Analytics, like Matomo.

  As we’ll cover later, website tracking has many important business applications, but it also poses privacy and security concerns, causing some states and countries to impose strict regulations. Privacy laws and your company’s values should also impact what web analytics tool you choose.

  How website tracking works

  Website tracking starts with the collection of data as users interact with the website. Tracking technologies like cookies, JavaScript and pixels are embedded into web pages. These technologies then gather data about user behaviour, session details and user actions, such as pageviews, clicks, form submissions and more.

  More advanced tracking systems assign unique identifiers (such as cookies or visitor IDs) to individual users. This enables tracking of user journeys across multiple sessions and pages. These detailed journeys can often tell a different story and provide different insights than aggregated numbers do. 

  All this collected data is transmitted from the user’s browser to a centralised tracking system, which can be a third-party web analytics tool or a self-hosted solution. The collected data is stored in databases and processed to generate meaningful insights. This process involves organising the data, aggregating metrics, and creating reports.

  Analytics tools process the collected data to generate reports and visualisations that provide insights into user behaviour. Metrics such as pageviews, bounce rates, conversion rates and user paths are analysed. Good web analytics tools are able to present these insights in a user-friendly way. Analysts and marketing professionals then use this knowledge to make informed decisions to improve the user experience (UX).

  Advanced tracking systems allow data segmentation and filtering based on various criteria, such as user demographics, traffic sources, devices and more. This enables deeper analysis of specific user groups. For example, you might find that your conversion rate is much lower when your website is viewed on a mobile device. You can then dig deeper into that segment of data to find out why and experiment with changes that might increase mobile conversions.

  3 types of website tracking and their benefits

  There are three main categories of website tracking, and they each provide different information that can be used by sales, marketing, engineering and others. Here, we cover those three types and how businesses use them to understand customers and create better experiences.

  Website analytics 

  Website analytics is all about understanding the traffic your website receives. This type of tracking allows you to learn how the website performs based on pageviews, real-time traffic, bounce rate and conversions. 

  For example, you would use website analytics to determine how effectively your homepage drives people toward a product or pricing page. You can use pageviews and previous page statistics to learn how many people who land on your homepage read your blog posts. From there, you could use web analytics to determine the conversion rate of the call to action at the end of each article.

  

  User behaviour

  While website analytics focuses on the website’s performance, user behaviour tracking is about monitoring and quantifying user behaviour. One of the most obvious aspects of user behaviour is what they click on, but there are many other actions you can track. 

  The time a user spends on a page can help you determine whether the content on the page is engaging. Some tracking tools can also measure how far down the page a user scrolls, which reveals whether some content is even being seen. 

  Session recordings are another popular tool for analysing user behaviour. They not only show concrete actions, like clicks, but can also show how the user moves throughout the page. Where do they stop ? What do they scroll right past ? This is one example of how user behaviour data can be quantitative or qualitative.

  Visitor information

  Tracking can also include gathering or uncovering information about visitors to your site. This might include demographic information, such as language and location, or details like what device a website visitor is using and on which browser they view your website. 

  This type of data helps your web and marketing teams make better decisions about how to design and format the site. If you know, for example, that the website for your business-to-business (B2B) software is overwhelmingly viewed on desktop computers, that will affect how you structure your pages and choose images. 

  Similarly, if visitor information tells you that you have a significant audience in France, your marketing team might develop new content to appeal to those potential customers.

  Use website visitor tracking to improve marketing, sales and UX 

  Website visitor tracking has various applications for different parts of your business, from marketing to sales and much more. When you understand the impact tracking has on different teams, you can better evaluate your company’s needs and build buy-in among stakeholders.

  Marketing

  At many companies, the marketing team owns and determines what kind of content is on your website. From landing pages to blog posts to the navigation bar, you want to create an experience that drives people toward making a purchase. When marketers can track website visitors, they can get a real look at how visitors respond to and engage with their marketing efforts. Pageviews, conversion rates and time spent on pages help them better understand what your customers care about and what messaging resonates.

  But web analytics can even help marketing teams better understand how their external marketing campaigns are performing. Tracking tools like Matomo reveal your most important traffic sources. The term “traffic source” refers to the content or web property from which someone arrives at your site. 

  For instance, you might notice that an older page got a big boost in traffic this month. You can then check the traffic sources, where you find that an influential LinkedIn user posted a link to the page. This presents an opportunity to adjust the influencer or social media aspects of your marketing strategy.

  

  Beyond traffic sources, Matomo can provide a visual user journey (also known as User Flow), showing which pages visitors tend to view in a session and even in what order they progress. This gives you a bird’s-eye view of the customer journey.

  Sales

  Just like your marketing team, your sales team can benefit from tracking and analysing website visitor information. Data about user behaviour and visitor demographics helps sales representatives better understand the people they’re talking to. Segmented visitor tracking data can even provide clues as to how to appeal to different buyer personas.

  Sales leadership can use web analytics to gauge interest over time, tie visitors to revenue and develop more accurate sales forecasts and goals. 

  

  And it’s not just aggregated website tracking data that your sales team can use to better serve customers. They can also use insights about an individual visitor to tailor their approach. Matomo’s Visits Log report and Visitor Profiles allow you to see which pages a prospect has viewed. This tells your sales team which products and features the prospect is most interested in, leading to more relevant interactions and more effective sales efforts.

  User experience and web development

  The way users interact with and experience your website has a big impact on their impression of your brand and, ultimately, whether they become customers. While marketing often controls much of a website’s content, the backend and technical operation of the site usually falls to a web development or engineering team. Website analytics and tracking inform their work, too.

  Along with data about website traffic and conversion rates, web development teams often monitor bounce rates (the percentage of people who leave your website entirely after landing on a page) and page load time (the time it takes for an individual web page to load for a user). Besides the fact that slow loading times inconvenience visitors, they can also negatively affect your search engine optimization (SEO).

  

  Along with session recordings, user experience teams and web developers may use heatmaps to find out what parts of a page draw a visitor’s attention and where they are most likely to convert or take some other action. They can then use these insights to make a web page more intuitive and useful.

  Visitor tracking and privacy regulations 

  There are different data privacy standards in other parts of the world, which are designed to ensure that businesses collect and use consumer data ethically. The most-discussed of these privacy standards is the General Data Protection Regulation (GDPR), which was instituted by the European Union (EU) but affects businesses worldwide. However, it’s important to note that individual countries or states can have different privacy laws.

  Many privacy laws govern how websites can use cookies to track visitors. With a user’s consent, cookies can help websites identify and remember visitors. However, many web visitors will reject cookie consent banners. When this happens, analysts and marketers can’t collect information from these visitors and have to work with incomplete tracking data. Incomplete data leads to poor decision-making. What’s more, cookie consent banners can create a poor user experience and often annoy web visitors.

  With Matomo’s industry-leading measures to protect user privacy, France’s data protection agency (CNIL) has confirmed that Matomo is exempt from tracking consent in France. Matomo users have peace of mind knowing they can uphold the GDPR and collect data without needing to collect and track cookie consent. Only in Germany and the UK are cookie consent banners still required.

  Choosing user tracking software

  The benefits and value of tracking website visitors are enormous, but not all tracking software is equal. Different tools have different core functionalities. For instance, some focus on user behaviour over traditional web analytics. Others offer detailed website performance data but offer little in the way of visitor information. It’s a good idea to start by identifying your company’s most important tracking goals.

  Along with core features, look for useful tools to experiment with and optimise your website with. For example, Matomo enables A/B testing while many other tools do not.

  

  Along with users of your website, you also need to think about the employees who will be using the tracking software. The interface can have a big impact on the value you get from a tool. Matomo’s session recording functionality, for example, not only provides you with video but with a colour-coded timeline identifying important user actions.

  

  Privacy standards and compliance should also be a part of the conversation. Different tools use different tracking methods, impacting accuracy and security and can even cause legal trouble. You should consider which data privacy laws you are subject to, as well as the privacy expectations of your users.

  

  Some industries have especially high data security standards. Government and healthcare organisations, for example, may require visitor tracking software that is hosted on their premises. While there are many purely cloud-based software-as-a-service (SaaS) tracking tools, Matomo is available both On-Premise (also known as self-hosted) and in the Cloud.

  Frequently asked questions

  Here are answers to some of people’s most common questions about tracking website visitors.

  Can you track who visited your website ?

  In most cases, tracking your website’s traffic is possible. Still, the extent of the tracking depends on the visitor-tracking technology you use and the privacy settings and precautions the visitor uses. For example, some technologies can pinpoint users by IP address. In other cases, you may only have access to anonymized data.

  Is it legal to track someone’s IP address ?

  It is legal for websites and businesses to track someone’s IP address in the sense that they can identify that someone from the same IP address is visiting a page repeatedly. Under the General Data Protection Regulation (GDPR), IP addresses are considered personally identifiable information (PII). The GDPR mandates that websites only log and store a user’s IP address with the user’s consent.

  How do you find where visitors are clicking the most ?

  Heatmap tools are among the most common tools for learning where visitors click the most on your website. Heatmaps use colour-coding to show what parts of a web page users either click on or hover over the most.

  Unique tracking URLs are another way to determine what part of your website gets the most clicks. For example, if you have three links on a page that all go to the same destination, you can use tracking links to determine how many clicks each link generates.

  Matomo also offers a Tag Manager within the platform that lets you manage and unify all your tracking and marketing tags to find out where visitors are clicking.

  What is the best tool for website visitor tracking ?

  Like most tools, the best website visitor tracking tool depends on your needs. Each tool offers different functionalities, user interfaces and different levels of accuracy and privacy. Matomo is a good choice for companies that value privacy, compliance and accuracy.

  Tracking for powerful insights and better performance

  Tracking website visitors is now a well-ingrained part of business operations. From sales reps seeking to understand their leads to marketers honing their ad spend, tracking helps teams do their jobs better.

  Take the time to consider what you want to learn from website tracking and let those priorities guide your choice of visitor tracking software. Whatever your industry or needs, user privacy and compliance must be a priority.

  Find out how much detail and insight Matomo can give you with our free 21-day trial — no credit card required.

• How to make Matomo GDPR compliant in 12 steps

  3 avril 2018, par InnoCraft

  Important note : this blog post has been written by digital analysts, not lawyers. The purpose of this article is to briefly show you where Matomo is entering into play within the GDPR process. This work comes from our interpretation of the UK privacy commission : ICO. It cannot be considered as professional legal advice. So as GDPR, this information is subject to change. We strongly advise you to have a look at the different privacy authorities in order to have up to date information.

  The General Data Protection Regulation (EU) 2016/679, also referred to RGPD in French, Datenschutz-Grundverordnung, DS-GVO in German, is a regulation on data protection and privacy for all individuals within the European Union. It concerns organizations worldwide dealing with EU citizens and will come into force on the 25th May 2018.

  The GDPR applies to ‘personal data’ meaning any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier. It includes cookies, IP addresses, User ID, location, and any other data you may have collected.

  We will list below the 12 steps recommended by the UK privacy commissioner in order to be GDPR compliant and what you need to do for each step.

  The 12 steps of GDPR compliance according to ICO and how it fit with Matomo

  As mentioned in one of our previous blog post about GDPR, if you are not collecting any personal data with Matomo, then you are not concerned about what is written below.

  If you are processing personal data in any way, here are the 12 steps to follow along with some recommendations on how to be GDPR compliant with Matomo :

  1 – Awareness

  Make sure that people within your organization know that you are using Matomo in order to analyze traffic on the website/app. If needed, send them the link to the “What is Matomo ?” page.

  2 – Information you hold

  List all the personal data you are processing with Matomo within your record of processing activities. We are personally using the template provided by ICO which is composed of a set of 30 questions you need to answer regarding your use of Matomo. We have published an article which walks you through the list of questions specifically in the use case of Matomo Analytics. Please be aware that personal data may be also tracked in non-obvious ways for example as part of page URLs or page titles.

  3 – Communicating privacy information

  a – Add a privacy notice

  Add a privacy notice wherever you are using Matomo in order to collect personal data. Please refer to the ICO documentation in order to learn how to write a privacy notice. You can learn more in our article about creating your privacy notice for Matomo Analytics. Make sure that a privacy policy link is always available on your website or app.

  b – Add Matomo to your privacy policy page

  Add Matomo to the list of technologies you are using on your privacy policy page and add all the necessary information to it as requested in the following checklist. To learn more check out our article about Privacy policy.

  4 – Individuals’ rights

  Make sure that your Matomo installation respects all the individuals’ rights. To make it short, you will need to know the features in Matomo that you need to use to respect user rights (right of access, right of rectification, right of erasure…). These features are available starting in Matomo 3.5.0 released on May 8th : GDPR tools for Matomo (User guide).

  5 – Subject access requests

  Make sure that you are able to answer an access request from a data subject for Matomo. For example, when a person would like to access her or his personal data that you have collected about her or him, then you will need to be you able to provide her or him with this information. We recommend you design a process for this like “Who is dealing with it ?” and check that it is working. If you can answer to the nightmare letter, then you are ready. The needed features for this in Matomo will be available soon.

  6 – Lawful basis for processing personal data

  There are different lawful basis you can use under GDPR. It can be either “Legitimate interest” or “Explicit consent”. Do not forget to mention it within your privacy policy page. Read more in our article about lawful basis.

  7 – Consent

  Users should be able to remove their consent at any time. By chance, Matomo is providing a feature in order to do just that : add the opt-out feature to your privacy policy page.
  We are also offering a tool that allows you optionally to require consent before any data is tracked. This will be useful if a person should be only tracked after she or he has given explicit consent to be tracked.

  8 – Children

  If your website or app is targeted for children and you are using Matomo, extra measures will need to be taken. For example you will need to write your privacy policy even more clear and moreover getting parents consent if the child is below 13. As it is a very specific case, we strongly recommend you to follow this link for further information.

  9 – Data breaches

  As you may be collecting personal data with Matomo, you should also check your “data breach procedure” to define if a leak may have consequences on the privacy of the data subject. Please consult ICO’s website for further information.

  10 – Data Protection by Design and Data Protection Impact Assessments

  Ask yourself if you really need to process personal data within Matomo. If the data you are processing within Matomo is sensitive, we strongly recommend you to make a Data Protection Impact Assessment. A software is available from the The open source PIA software helps to carry out data protection impact assessment, by French Privacy Commissioner : CNIL.

  11 – Data Protection Officers

  If you are reading this article and you are the Data Protection Officer (DPO), you will not be concerned by this step. If that’s not the case, your duty is to provide to the DPO (if your business has a DPO) our blog post in order for her or him to ask you questions regarding your use of Matomo. Note that your DPO can also be interested in the different data that Matomo can process : “What data does Matomo track ?” (FAQ).

  12 – International

  Matomo data is hosted wherever you want. So according to the location of the data, you will need to show specific safeguard except for EU. For example regarding the USA, you will have to check if your web hosting platform is registered to the Privacy Shield : privacyshield.gov/list
  Note : our Matomo cloud infrastructure is based in France.

  That’s the end of this blog post. As GDPR is a huge topic, we will release many more blog posts in the upcoming weeks. If there are any Matomo GDPR topic related posts you would like us to write, please feel free to contact us.

  The post How to make Matomo GDPR compliant in 12 steps appeared first on Analytics Platform - Matomo.