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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.

• Marketing Cohort Analysis : How To Do It (With Examples)

  12 janvier 2024, par Erin

  The better you understand your customers, the more effective your marketing will become. 

  The good news is you don’t need to run expensive focus groups to learn much about how your customers behave. Instead, you can run a marketing cohort analysis using data from your website analytics.

  A marketing cohort groups your users by certain traits and allows you to drill down to discover why they take the actions on your website they do. 

  In this article, we’ll explain what a marketing cohort analysis is, show you what you can achieve with this analytical technique and provide a step-by-step guide to pulling it off. 

  What is cohort analysis in marketing ?

  A marketing cohort analysis is a form of behavioural analytics where you analyse the behavioural patterns of users who share a similar trait to better understand their actions. 

  These shared traits could be anything like the date they signed up for your product, users who bought your service through a paid ad or email subscribers from the United Kingdom.

  It’s a fantastic way to improve your marketing efforts, allowing you to better understand complex user behaviours, personalise campaigns accordingly and improve your ROI. 

  You can run marketing analysis using an analytics platform like Google Analytics or Matomo. With these platforms, you can measure how cohorts perform using traffic, engagement and conversion metrics.

  

  There are two types of cohort analysis : acquisition-based cohort analysis and behavioural-based cohort analysis.

  Acquisition-based cohort analysis

  An acquisition-based cohort divides users by the date they purchased your product or service and tracks their behaviour afterward. 

  For example, one cohort could be all the users who signed up for your product in November. Another could be the users who signed up for your product in October. 

  You could then run a cohort analysis to see how the behaviour of the two cohorts differed. 

  Did the November cohort show higher engagement rates, increased frequency of visits post-acquisition or quicker conversions compared to the October cohort ? Analysing these cohorts can help with refining marketing strategies, optimising user experiences and improving retention and conversion rates.

  As you can see from the example, acquisition-based cohorts are a great way to track the initial acquisition and how user behaviour evolves post-acquisition.

  Behavioural-based cohort analysis

  A behavioural-based cohort divides users by their actions on your site. That could be their bounce rate, the number of actions they took on your site, their average time on site and more.

  

  Behavioural cohort analysis gives you a much deeper understanding of user behaviour and how they interact with your website.

  What can you achieve with a marketing cohort analysis ?

  A marketing cohort analysis is a valuable tool that can help marketers and product teams achieve the following goals :

  

  Understand which customers churn and why

  Acquisition and behavioural cohort analyses help marketing teams understand when and why customers leave. This is one of the most common goals of a marketing cohort analysis. 

  Learn which customers are most valuable

  Want to find out which channels create the most valuable customers or what actions customers take that increase their loyalty ? You can use a cohort analysis to do just that. 

  For example, you may find out you retain users who signed up via direct traffic better than those that signed up from an ad campaign. 

  Discover how to improve your product

  You can even use cohort analysis to identify opportunities to improve your website and track the impact of your changes. For example, you could see how visitor behaviour changes after a website refresh or whether visitors who take a certain action make more purchases. 

  Find out how to improve your marketing campaign

  A marketing cohort analysis makes it easy to find out which campaigns generate the best and most profitable customers. For example, you can run a cohort analysis to determine which channel (PPC ads, organic search, social media, etc.) generates customers with the lowest churn rate. 

  If a certain ad campaign generates the low-churn customers, you can allocate a budget accordingly. Alternatively, if customers from another ad campaign churn quickly, you can look into why that may be the case and optimise your campaigns to improve them. 

  Measure the impact of changes

  You can use a behavioural cohort analysis to understand what impact changes to your website or product have on active users. 

  If you introduced a pricing page to your website, for instance, you could analyse the behaviour of visitors who interacted with that page compared to those who didn’t, using behavioural cohort analysis to gauge the impact of these website changes on engagemen or conversions.

  The problem with cohort analysis in Google Analytics

  Google Analytics is often the first platform marketers turn to when they want to run a cohort analysis. While it’s a free solution, it’s not the most accurate or easy to use and users often encounter various issues. 

  For starters, Google Analytics can’t process user visitor data if they reject cookies. This can lead to an inaccurate view of traffic and compromise the reliability of your insights.

  In addition, GA is also known for sampling data, meaning it provides a subset rather than the complete dataset. Without the complete view of your website’s performance, you might make the wrong decisions, leading to less effective campaigns, missed opportunities and difficulties in reaching marketing goals.

  How to analyse cohorts with Matomo

  Luckily, there is an alternative to Google Analytics. 

  As the leading open-source web analytics solution, Matomo offers a robust option for cohort analysis. With its 100% accurate data, thanks to the absence of sampling, and its privacy-friendly tracking, users can rely on the data without resorting to guesswork. It is a premium feature included with our Matomo Cloud or available to purchase on the Matomo Marketplace for Matomo On-Premise users.

  Below, we’ll show how you can run a marketing cohort analysis using Matomo.

  Set a goal

  Setting a goal is the first step in running a cohort analysis with any platform. Define what you want to achieve from your analysis and choose the metrics you want to measure. 

  For example, you may want to improve your customer retention rate over the first 90 days. 

  Define cohorts

  Next, create cohorts by defining segmentation criteria. As we’ve discussed above, this could be acquisition-based or behavioural. 

  Matomo makes it easy to define cohorts and create charts. 

  In the sidebar menu, click Visitors > Cohorts. You’ll immediately see Matomo’s standard cohort report (something like the one below).

  

  In the example above, we’ve created cohorts by bounce rate. 

  You can view cohorts by weekly, monthly or yearly periods using the date selector and change the metric using the dropdown. Other metrics you can analyse cohorts by include :

  • Unique visitors
  • Return visitors
  • Conversion rates
  • Revenue
  • Actions per visit

  Change the data selection to create your desired cohort, and Matomo will automatically generate the report. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Analyse your cohort chart

  Cohort charts can be intimidating initially, but they are pretty easy to understand and packed with insights. 

  Here’s an example of an acquisition-based cohort chart from Matomo looking at the percentage of returning visitors :

  

  Cohorts run vertically. The oldest cohort (visitors between February 13 – 19) is at the top of the chart, with the newest cohort (April 17 – 23) at the bottom. 

  The period of time runs horizontally — daily in this case. The cells show the corresponding value for the metric we’re plotting (the percentage of returning visitors). 

  For example, 98.69% of visitors who landed on your site between February 13 – 19, returned two weeks later. 

  Usually, running one cohort analysis isn’t enough to identify a problem or find a solution. That’s why comparing several cohort analyses or digging deeper using segmentation is important.

  Segment your cohort chart

  Matomo lets you dig deeper by segmenting each cohort to examine their behaviour’s specifics. You can do this from the cohort report by clicking the segmented visitor log icon in the relevant row.

  

  

  Segmenting cohorts lets you understand why users behave the way they do. For example, suppose you find that users you purchased on Black Friday don’t return to your site often. In that case, you may want to rethink your offers for next year to target an audience with potentially better customer lifetime value. 

  Start using Matomo for marketing cohort analysis

  A marketing cohort analysis can teach you a lot about your customers and the health of your business. But you need the right tools to succeed. 

  Matomo provides an effective and privacy-first way to run your analysis. You can create custom customer segments based on almost anything, from demographics and geography to referral sources and user behaviour. 

  Our custom cohort analysis reports and colour-coded visualisations make it easy to analyse cohorts and spot patterns. Best of all, the data is 100% accurate. Unlike other web analytics solution or cohort analysis tools, we don’t sample data. 

  Find out how you can use Matomo to run marketing cohort analysis by trialling us free for 21 days. No credit card required.

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• Top Conversion Metrics to Track in 2024

  22 janvier 2024, par Erin

  2023 boasts  2.64 billion online shoppers worldwide ; that’s more than a third of the global population. With these numbers on an upward trajectory in 2024, conversion metrics are more important than ever to help marketers optimise the online shopping experience. 

  In this article, we’ll provide predictions for the most important conversion metrics you should keep track of in 2024. We’ll also examine how social media can make or break your brand engagement strategy. Keep reading to stay ahead of the competition for 2024 and gain tips and tricks for improving conversion performance.

  What are conversion metrics ?

  In technical terms, conversion metrics are the quantifiable measurements used to track the success of specific outcomes on a website or marketing campaign. Conversion metrics demonstrate how well your website prompts visitors to take desirable actions, like signing up for a newsletter, making a purchase, or filling out a form, for instance.

  Let’s say you’re running a lemonade stand, and you want to compare the number of cups sold to the number of people who approached your stand (your conversion rate). This ratio of cups sold to the total number of people can help you reassess your sales approach. If the ratio is low, you might reconsider your approach ; if it’s high, you can analyse what makes your technique successful and double down.

  

  In 2023, we saw the average conversion rate for online shopping grow by 5.53% compared to the previous year. An increase in conversion rate typically indicates a higher percentage of website visitors converting to buyers. It can also be a good sign for marketing teams that marketing campaigns are more effective, and website experiences are more user-friendly than the previous year. 

  Conversion metrics are a marketers’ bread and butter. Whether it’s through measuring the efficacy of campaigns, honing in on the most effective marketing channels or understanding customer behaviour — don’t underestimate the power of conversion metrics. 

  Conversion rate vs. conversion value 

  Before we dive into the top conversion metrics to track in 2024, let’s clear up any confusion about the difference between conversion rate and conversion value. Conversion rate is a metric that measures the ratio of website visitors/users who complete a conversion action to the total number of website visitors/users. Conversion rates are communicated as percentages.

  A conversion action can mean many different things depending on your product or service. Some examples of conversion actions that website visitors can take include : 

  • Making a purchase
  • Filling out a form
  • Subscribing to a newsletter
  • Any other predefined goal

  Conversion rate is arguably one of the most valuable conversion metrics if you want to pinpoint areas for improvement in your marketing strategy and user experience (UX).

  A good conversion rate completely depends on the type of conversion being measured. Shopify has reported that the average e-commerce conversion rate will be 2.5%-3% in 2023, so if you fall anywhere in this range, you’re in good shape. Below is a visual aid for how you can calculate conversion rate depending on which conversion actions you decide to track :

  

  Conversion value is also a quantifiable metric, but there’s a key difference : conversion value assigns a numerical value to each conversion based on the monetary value of the completed conversion action. Conversion value is not calculated with a formula but is assigned based on revenue generated from the conversion. Conversion value is important for calculating marketing efforts’ return on investment (ROI) and is often used to allocate marketing budgets better. 

  Both conversion rate and conversion value are vital metrics in digital marketing. When used in tandem, they can provide a holistic perspective on your marketing efforts’ financial impact and success. 

  9 important conversion metrics to track in 2024

  Based on research and results from 2023, we have compiled this list of predictions for the most important metrics to track in 2024. 

  

  1. Conversion rate 

  To start things out strong, we’ve got the timeless and indispensable conversion rate. As we discussed in the previous section, conversion rate measures how successfully your website convinces visitors to take important actions, like making purchases or signing up for newsletters. 

  An easy-to-use web analytics solution like Matomo can help in tracking conversion rates. Matomo automatically calculates conversion rates of individual pages, overall website and on a goal-by-goal basis. So you can compare the conversion rate of your newsletter sign up goal vs a form submission goal on your site and see what is underperforming and requires improvement.

  

  In the example above in Matomo, it’s clear that our goal of getting users to comment is not doing well, with only a 0.03% conversion rate. To improve our website’s overall conversion rate, we should focus our efforts on improving the user commenting experience.

  For 2024, we predict that the conversion rate will be just as important to track as in 2023. 

  2. Average visit duration

  This key metric tracks how long users spend on your website. A session typically starts when a user lands on your website and ends when they close the browser or have been inactive for some time ( 30 minutes). Tracking the average visit duration can help you determine how well your content captures users’ attention or how engaged users are when navigating your website. 

  Average Visit Duration = Total Time Spent / Number of Visits

  

  Web analytics tools like Matomo help in monitoring conversion rate metrics like average visit duration. Timestamps are assigned to each interaction within a visit, so that average visit duration can be calculated. Analysing website visit information like average visit duration allows you to evaluate the relevance of your content with your target audience. 

  3. Starter rate

  If your business relies on getting leads through forms, paying attention to Form Analytics is crucial for improving conversion rates. The “starter rate” metric is particularly important—it indicates the number of who people start filling out the form, after seeing it. 

  When you’re working to increase conversion rates and capture more leads, keeping an eye on the starter rate helps you understand where users might encounter issues or lose interest early in the form-filling process. Addressing these issues can simplify the form-filling experience and increase the likelihood of successful lead captures.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

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  Concrete CMS tripled their leads using Form Analytics in Matomo—see how in their case study.

  4. Bounce rate

  Bounce rate reflects the percentage of visitors who exit your site after interacting with a single page. Bounce rate is an important metric for understanding how relevant your content is to visitors or how optimised your user experience is. A high bounce rate can indicate that visitors are having trouble navigating your website or not finding what they’re looking for. 

  Matomo automatically calculates bounce rate on each page and for your overall website.

  

  Bounce Rate = (# of Single-Page Sessions / Total # of Sessions) * 100

  5. Cost-per-conversion

  This metric quantifies the average cost incurred for each conversion action (i.e., sale, acquired lead, sign-up, etc.). Marketers use cost-per-conversion to assess the cost efficiency of a marketing campaign. You want to aim for a lower cost-per-conversion, meaning your advertising efforts aren’t breaking the bank. A high cost-per-conversion could be acceptable in luxury industries, but it often indicates a low marketing ROI. 

  Cost-per-Conversion = Ad Spend / # of Conversions

  By connecting your Matomo with Google Ads through Advertising Conversion Export feature in Matomo, you can keep tabs on your conversions right within the advertising platform. This feature also works with Microsoft Advertising and Yandex Ads.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  6. Average order value (AOV)

  AOV is a conversion metric that calculates the average monetary value of each order. AOV is crucial for helping e-commerce businesses understand the value of their transactions. A high AOV means buyers spend more per transaction and could be more easily influenced by upselling or cross-selling. Low AOV isn’t necessarily bad — you can compensate for a low AOV by boosting transaction volume. 

  

  AOV = Total Revenue / Total # of Orders 

  Matomo automatically tracks important e-commerce metrics such as AOV, the percentage of visits with abandoned carts and the conversion rate for e-commerce orders.

  7. Exit rate

  Exit rate measures the percentage of visitors who leave a specific webpage after viewing it. Exit rate differs from bounce rate in that it focuses on the last page visitors view before leaving the site. A high exit rate should be examined to identify issues with visitors abandoning the specific page. 

  Exit Rate = (# of Exits from a Page / Total # of Pageviews for that Page) * 100

  

  In the Matomo report above, it’s clear that 77% of visits to the diving page ended after viewing it (exit rate), while 23% continued exploring. 

  On the other hand, our products page shows a lower exit rate at 36%, suggesting that more visitors continue navigating through the site after checking out the products.

  How to improve your conversion performance 

  If you’re curious about improving your conversion performance, this section is designed to guide you through that exact process.

  

  Understand your target audience and their behaviour

  You may need to return to the drawing board if you’re noticing high bounce rates or a lack of brand engagement. In-depth audience analysis can unveil user demographics, preferences and behaviours. This type of user data is crucial for building user personas, segmenting your visitors and targeting marketing campaigns accordingly.

  You can segment your website visitors in a number of web analytics solutions, but for the example below, we’ll look at segmenting in Matomo. 

  

  In this instance, we’ve segmented visitors by mobile users. This helps us see how mobile users are doing with our newsletter signup goal and identify the countries where they convert the most. It also shows how well mobile users are doing with our conversion goal over time.

  It’s clear that our mobile users are converting at a very low rate—just 0.01%. This suggests there’s room for improvement in the mobile experience on our site.

  Optimise website design, landing pages, page loading speed and UX

  A slow page loading speed can result in high exit rates, user dissatisfaction and lost revenue. Advanced web analytics solutions like Matomo, which provides heatmaps and session recordings, can help you find problems in your website design and understand how users interact with it.

  Making a website that focuses on users and has an easy-to-follow layout will make the user experience smooth and enjoyable.

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  Get the web insights you need, without compromising data accuracy.

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  Create compelling calls-to-action (CTA)

  Research shows that a strategically placed and relevant CTA can significantly increase your revenue. CTAs guide prospects toward conversion and must have a compelling and clear message. 

  You can optimise CTAs by analysing how users interact with them — this helps you tailor them to better resonate with your target audience. 

  A/B testing

  A/B testing can improve your conversion performance by allowing you to experiment with different versions of a web page. By comparing the impact of different web page elements on conversions, you can optimise your website with confidence. 

  Key conversion metrics takeaways

  Whether understanding user behaviour to develop a more intuitive user experience or guessing which marketing channel is the most effective, conversion metrics can be a marketer’s best friend. Conversion metrics help you save time, money and headaches when making your campaigns and website as effective as possible. 

  Make improving conversion rates easier with Matomo, a user-friendly all-in-one solution. Matomo ensures reliable insights by delivering accurate data while prioritising compliance and privacy.

  Get quality insights from your conversion metrics by trying Matomo free for 21 days. No credit card required.