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• 7 Reasons to Migrate from Google Analytics to Matomo Now

  15 mai 2022, par Erin

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

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

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

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

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

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

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

  1. Keep your historical Universal Analytics data

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

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

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

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

  2. Ease of use

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

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

  

  User Flow in Matomo

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

  3. 100% accurate unsampled data

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

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

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

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

  4. Privacy by design

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

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

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

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

  5. Compliance with global privacy laws

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

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

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

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

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

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

  6. All-in-one web analytics

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

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

  Check out Matomo’s extensive product features.

  

  Page Scroll Depth in Matomo

  7. Tag Manager built-in

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

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

  Final Thoughts

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

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

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

  21 day free trial. No credit card required.

  Your email address
  

  Your website address
  

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

  Choose your analytics subdomain
  

  .matomo.cloud

  I hereby accept the terms and conditions and the data processing agreeement (DPA).

  
  Your information will be used to create an account on our cloud service. For more information please consult our privacy policy.
  
  

  » Start improving your websites now

  

• Why do you need analytics for your WordPress ?

  7 avril 2020, par Joselyn Khor — Analytics Tips, Plugins
  Not many people know this, but having a WordPress analytics tool gives you a competitive advantage. It’s also essential to the growth of your website. For many businesses, websites are the main driver of revenue and sales. In the case of blogs, it’s your first chance to make a lasting impression.

  Now, maybe you’ve heard of Google Analytics or even the privacy-friendly alternative, Matomo Analytics, but have never tried them ? These are analytics platforms that help you understand your website traffic and visitors. (You can find these platforms as plugins in the WordPress directory !)

  They’re important because the insights you get help you determine what changes to make to improve your website. Without them you could face a tougher time figuring out what’s working, what the issues are (and solving them before they get out of hand), and making sure you’re taking your website in the right direction. 

  WordPress analytics gives you an understanding of what’s actually going on.

  How does a WordPress analytics plugin benefit your website ?

  What this means for you is getting a toolkit to learn how to get more sales or followers and subscribers (aka conversions in analytics terms). 

  By getting insights into user behaviour, content performance, and how you can optimise your website, you can reach more of your goals, like increasing sales or growing your audience.

  A WordPress analytics tool helps you get more traffic to your site

  You get a range of features which tell you which acquisition channels are working for you like – social media, search engines, and other websites mentioning you. This helps you make an informed decision on where to focus energies (or spend) to get more of the ideal people coming through to your website. 

  

  Example : Looking through your acquisition channels and seeing that Reddit drives a lot of traffic through to your website. Since this channel seems to be working for you, you could then spend more time on Reddit posts to increase traffic.

  But getting more traffic isn’t all there is to it. Once they land on your site, you want them to stay for a little longer so they are intrigued by what you’re offering. Be it a product, or awesome content.

  Which leads us to …

  Increasing engagement by learning about visitor behaviour

  When you get a solid number of visitors on your website, it’s good to then learn about how they behave on your site. A WordPress analytics tool helps with engagement since you’re seeing what’s appealing to them, and what isn’t.

   Increasing engagement is good for a few reasons. 

  • You end up speaking the language of your readers. 
  • You can make a difference with the information you’re putting out. 
  • You get loyal customers and believers in your organisation. 

  With more engaged visitors, you can build trust with them and eventually be able to convince them that your product, service, or blog is needed in their lives.

  

  Example : Looking through entry and exit pages to see what first impression is making them stay, and what impression is making them leave. This helps you redirect efforts to give your website a better chance of getting visitors to stay longer.

  Improving your content and engagement can lead to more conversions

  After you get visitors engaged, it’s time to convert. 

  Whether you have an ecommerce site or freelance blog, you’ll need to know how to boost conversions. This simply means getting people to achieve more of the actions you’re wanting them to take on your site. Like subscribing to your newsletter or adding items to a cart.

  With conversion optimization features, you’re finding out how well your website is designed to get buyers through a journey to conversion. 

  

  Example : Say you’ve created a newsletter sign up page, but you’re not getting as many sign ups as you’d like. With a web analytics tool, you can look into it further. A funnels feature could tell you how they’re getting to that page. If people can’t find your page, that could be reason for low conversion rates. Or, maybe you are getting people landing on this page, but you can’t tell why they’re not signing up. Try setting up a heatmap to see how far they’re scrolling down your page to the sign up section. Through these conversion optimization features, you can make tweaks that significantly improve conversions.

  So, how does the Matomo Analytics for WordPress plugin help with all of this ?

  

  Matomo Analytics for WordPress is a free web analytics plugin that gives you access to all the features mentioned above, right in your own WordPress dashboard. It’s completely free to use and is handy for users of all skill levels. From beginners right through to advanced analysts. 

  You get to move through all the stages to increase traffic, increase engagement, and convert. By using Matomo for WordPress, you put yourself in a better position to track all the needed data from your WordPress website. 

  You have this toolkit to improve your website for free, with a few clicks ! 

  By getting useful insights like visitors, acquisitions, bounce rates etc. you gain a new perspective on how to improve your website so it’s better at doing what you created it to do. Getting these insights also means giving yourself the confidence to do what’s best for your website in a data-driven way. 

  With all this knowledge, you can be competitive, or grow enough that you’re leaving your competitors in the dust. 

• Consent Mode v2 : Everything You Need to Know

  7 mai 2024, par Alex — Analytics Tips

  Confused about Consent Mode v2 and its impact on your website analytics ? You’re not the only one. 

  Google’s latest update has left many scratching their heads about data privacy and tracking. 

  In this blog, we’re getting straight to the point. We’ll break down what Consent Mode v2 is, how it works, and the impact it has.

  What is Consent Mode ?

  What exaclty is Google Consent Mode and why is there so much buzz surrounding it ? This question has been frustrating analysts and marketers worldwide since the beginning of this year. 

  Consent Mode is the solution from Google designed to manage data collection on websites in accordance with user privacy requirements.

  This mode enables website owners to customise how Google tags respond to users’ consent status for cookie usage. At its core, Consent Mode adheres to privacy regulations such as GDPR in Europe and CCPA in California, without significant loss of analytical data.

  

  How does Consent Mode work ?

  Consent Mode operates by adjusting the behaviour of tags on a website depending on whether consent for cookie usage is provided or not. If a user does not consent to the use of analytical or advertising cookies, Google tags automatically switch to collecting a limited amount of data, ensuring privacy compliance.

  This approach allows for continued valuable insights into website traffic and user behavior, even if users opt out of most tracking cookies.

  What types of consent are available in Consent Mode ?

  As of 6 March 2024, Consent Mode v2 has become the current standard (and in terms of utilising Google Advertising Services, practically mandatory), indicating the incorporation of four consent types :

  1. ad_storage : allows for the collection and storage of data necessary for delivering personalised ads based on user actions.
  2. ad_user_data : pertains to the collection and usage of data that can be associated with the user for ad customisation and optimisation.
  3. ad_personalization : permits the use of user data for ad personalisation and providing more relevant content.
  4. analytics_storage : relates to the collection and storage of data for analytics, enabling websites to analyse user behaviour and enhance user experience.

  Additionally, in Consent Mode v2, there are two modes :

  1. Basic Consent Mode : in which Google tags are not used for personalised advertising and measurements if consent is not obtained.
  2. Advanced Consent Mode : allows Google tags to utilise anonymised data for personalised advertising campaigns and measurements, even if consent is not obtained.

  What is Consent Mode v2 ? (And how does it differ from Consent Mode v1 ?)

  Consent Mode v2 is an improved version of the original Consent Mode, offering enhanced customisation capabilities and better compliance with privacy requirements. 

  The new version introduces additional consent configuration parameters, allowing for even more precise control over which data is collected and how it’s used. The key difference between Consent Mode v2 and Consent Mode v1 lies in more granular consent management, making this tool even more flexible and powerful in safeguarding personal data.

  In Consent Mode v2, the existing markers (ad_storage and analytics_storage) are accompanied by two new markers :

  1. ad_user_data – does the user agree to their personal data being utilized for advertising purposes ?
  2. ad_personalization – does the user agree to their data being employed for remarketing ?

  In contrast to ad_storage and analytics_storage, these markers don’t directly affect how the tags operate on the site itself. 

  They serve as additional directives sent alongside the pings to Google services, indicating how user data can be utilised for advertising purposes.

  While ad_storage and analytics_storage serve as upstream qualifiers for data (determining which identifiers are sent with the pings), ad_user_data and ad_personalization serve as downstream instructions for Google services regarding data processing.

  How is the implementation of Consent Mode v2 going ?

  The implementation of Consent Mode v2 is encountering some issues and bugs (as expected). The most important thing to understand :

  1. Advanced Consent Mode v2 is essential if you have traffic and campaigns with Google Ads in the European Union.
  2. If you don’t have substantially large traffic, enabling Advanced Consent Mode v2 will likely result in a traffic drop in GA4 – because this version of consent mode (unlike the basic one) applies behavioural modelling to users who haven’t accepted the use of cookies. And modelling the behaviour requires time.

  The aspect of behavioural modelling in Consent Mode v2 implies the following : the data of users who have declined tracking options begin to be modelled using machine learning. 

  However, training the model requires a suitable data volume. As the Google’s documentation states :

  The property should collect at least 1,000 events per day with analytics_storage=’denied’ for at least 7 days. The property should have at least 1,000 daily users submitting events with analytics_storage=’granted’ for at least 7 of the previous 28 days.

  Largely due to this, the market’s response to the Consent Mode v2 implementation was mixed : many reported a significant drop in traffic in their GA4 and Google Ads reports upon enabling the Advanced mode. Essentially, a portion of the data was lost because Google’s models lacked enough data for training. 

  And from the very beginning of implementation, users regularly report about a few examples of that scenario. If your website doesn’t have enough traffic for behaviour modelling, after Consent Mode v2 switching you will face significant drop in your traffic in Google Ads and GA4 reports. There are a lot of cases of observing 90-95% drop in metrics of users and sessions.

  In a nutshell, you should be prepared for significant data losses if you are planning to switch to Google Consent Mode v2.

  How does Consent Mode v2 impact web analytics ? 

  The transition to Consent Mode v2 alters the methods of user data collection and processing. The main concerns arise from the potential loss of accuracy and completeness of analytical data due to restrictions on the use of cookies and other identifiers when user consent is absent. 

  With Google Consent Mode v2, the data of visitors who have not agreed to tracking will be modelled and may not accurately reflect your actual visitors’ behaviours and actions. So as an analyst or marketer, you will not have true insights into these visitors and the data acquired will be more generalised and less accurate.

  Google Consent Mode v2 appears to be a kind of compromise band-aid solution. 

  It tries to solve these issues by using data modelling and anonymised data collection. However, it’s critical to note that there are specific limitations inherent to the modelling mechanism.

  This complicates the analysis of visitor behavior, advertising campaigns, and website optimisation, ultimately impacting decision-making and resulting in poor website performance and marketing outcomes.

  Wrap up

  Consent Mode v2 is a mechanism of managing Google tag operations based on user consent settings. 

  It’s mandatory if you’re using Google’s advertising services, and optional (at least for Advanced mode) if you don’t advertise on Google Ads. 

  There are particular indications that this technology is unreliable from a GDPR perspective. 

  Using Google Consent Mode will inevitably lead to data losses and inaccuracies in its analysis. 

  In other words, it in some sense jeopardises your business.