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• How to Implement Cross-Channel Analytics : A Guide for Marketers

  17 avril 2024, par Erin

  Every modern marketer knows they have to connect with consumers across several channels. But do you know how well Instagram works alongside organic traffic or your email list ? Are you even tracking the impacts of these channels in one place ?

  You need a cross-channel analytics solution if you answered no to either of these questions. 

  In this article, we’ll explain cross-channel analytics, why your company probably needs it and how to set up a cross-channel analytics solution as quickly and easily as possible.

  What is cross-channel analytics ? 

  Cross-channel analytics is a form of marketing analytics that collects and analyses data from every channel and campaign you use.

  The result is a comprehensive view of your customer’s journey and each channel’s role in converting customers. 

  Cross-channel analytics lets you track every channel you use to convert customers, including :

  • Your website
  • Social media profiles
  • Email
  • Paid search
  • E-commerce
  • Retargeting campaigns

  Cross-channel analytics solves one of the most significant issues of cross-channel or multi-channel marketing efforts : measurement. 

  Research shows that only 16% of marketing tech stacks allow for accurate measurement of multi-channel initiatives across channels. 

  That’s a problem, given the staggering number of touchpoints in a typical buyer’s conversion path. However, it can be fixed using a cross-channel analytics approach that lets you measure the performance of every channel and assign a dollar value to its role in every conversion. 

  The difference between cross-channel analytics and multi-channel analytics

  Cross-channel analytics and multi-channel analytics sound very similar, but there’s one key difference you need to know. Multi-channel analytics measures the performance of several channels, but not necessarily all of them, nor the extent to which they work together to drive conversions. Conversely, cross-channel analytics measures the performance of all your marketing channels and how they work together. 

  What are the benefits of cross-channel analytics 

  Cross-channel analytics offers a lot of marketing and business benefits. Here are the ones marketing managers love most.

  Get a complete view of the customer journey

  Implementing a cross-channel analytics solution is the only way to get a complete view of your customer journey. 

  Cross-channel marketing analytics lets you see your customer journey in high definition, allowing you to build comprehensive customer profiles using data from multiple sources across every touchpoint. 

  

  The result ? You get to understand how every customer behaves at every point of the customer journey, why they convert or leave your funnel, and which channels play the biggest role. 

  In short, you get to see why customers convert so you can learn how to convert more of them.

  Personalise the customer experience

  According to a McKinsey study, customers demand personalisation, and brands that excel at it generate 40% more revenue. Deliver the personalisation they desire and reap the benefits with cross-channel analytics. 

  When you understand the customer journey in detail, it becomes much easier to personalise your website and marketing efforts to their preferences and behaviours.

  Identify your most effective marketing channels

  Cross-channel marketing helps you understand your marketing efforts to see how every channel impacts conversions. 

  Take a look at the screenshot from Matomo below. Cross-channel analytics lets you get incredibly granular — we can see the number of conversions of organic search drives and the performance of individual search engines. 

  

  This makes it easy to identify your most effective marketing channels and allocate your resources appropriately. It also allows you to ask (and answer) which channels are the most effective.

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

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  Attribute conversions accurately 

  An attribution model decides how you assign credit for each customer conversion to different touchpoints on the customer journey. Without a cross-channel analytics solution, you’re stuck using a standard attribution model like first or last click. 

  These models will show you how customers first found your brand or which channel finally convinced them to convert, but it doesn’t help you understand the role all your channels played in the conversion. 

  Cross-channel analytics solves this attribution problem. Rather than attributing a conversion to the touchpoint that directly led to the sale, cross-channel data gives you the real picture and allows you to use multi-touch attribution to understand which touchpoints generate the most revenue.

  How to set up cross-channel analytics

  Now that you know what cross-channel analytics is and why you should use it, here’s how to set up your solution. 

  1. Determine your objectives

  Defining your marketing goals will help you build a more relevant and actionable cross-channel analytics solution. 

  If you want to improve marketing attribution, for example, you can choose a platform with that feature built-in. If you care about personalisation, you could choose a platform with A/B testing capabilities to measure the impact of your personalisation efforts. 

  1. Set relevant KPIs

  You’ll want to track relevant KPIs to measure the marketing effectiveness of each channel. Put top-of-the-funnel metrics aside and focus on conversion metrics. 

  These include :

  • Conversion rate
  • Average visit duration
  • Bounce rate

  1. Implement tracking and analytics tools

  Gathering customer data from every channel and centralising it in a single location is one of the biggest challenges of cross-channel analytics. Still, it’s made easier with the right tracking tool or analytics platform. 

  The trick is to choose a platform that lets you measure as many of your channels as possible in a single platform. With Matomo, for example, you can track search, paid search, social and email campaigns and your website analytics.

  1. Set up a multi-touch attribution model

  Now that you have all of your data in one place, you can set up a multi-touch attribution model that lets you understand the extent to which each marketing channel contributes to your overall success. 

  There are several attribution models to choose from, including :

  

  Each model has benefits and drawbacks, so choosing the right model for your organisation can be tricky. Rather than take a wild guess, evaluate each model against your marketing objectives, sales length cycle and data availability.

  For example, if you want to focus on optimising customer acquisition costs, a model that prioritises earlier touchpoints will be better. If you care about conversions, you might try a time decay model. 

  1. Turn data into insights with reports

  One of the big benefits of choosing a tool like Matomo, which consolidates data in one place, is that it significantly speeds up and simplifies reporting.

  When all the data is stored in one platform, you don’t need to spend hours combing through your social media platforms and copying and pasting analytics data into a spreadsheet. It’s all there and ready for you to run reports.

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

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  1. Take action

  There’s no point implementing a cross-channel analytics system if you aren’t going to take action. 

  But where should you start ?

  Optimising your budgets and prioritising marketing spend is a great starting point. Use your cross-channel insights to find your most effective marketing channels (they’re the ones that convert the most customers or have the highest ROI) and allocate more of your budget to them. 

  You can also optimise the channels that aren’t pulling their weight if social media is letting you down ; for example, experiment with tactics like social commerce that could drive more conversions. Alternatively, you could choose to stop investing entirely in these channels.

  Cross-channel analytics best practices

  If you already have a cross-channel analytics solution, take things to the next level with the following best practices. 

  Use a centralised solution to track everything

  Centralising your data in one analytics tool can streamline your marketing efforts and help you stay on top of your data. It won’t just save you from tabbing between different browsers or copying and pasting everything into a spreadsheet, but it can also make it easier to create reports. 

  Think about consumer privacy 

  If you are looking at a new cross-channel analytics tool, consider how it accounts for data privacy regulations in your area. 

  You’re going to be collecting a lot of data, so it’s important to respect their privacy wishes. 

  It’s best to choose a platform like Matomo that complies with the strictest privacy laws (CCPA, GDPR, etc.).

  Monitor data in real time

  So, you’ve got a holistic view of your marketing efforts by integrating all your channels into a single tool ?

  Great, now go further by monitoring the impact of your marketing efforts in real time.

  

  With a web analytics platform like Matomo, you can see who visits your site, what they do, and where they come from through features like the visits log report, which even lets you view individual user sessions. This lets you measure the impact of posting on a particular social channel or launching a new offer. 

  Try Matomo for Free

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

  Start for free

  No credit card required

  Reallocate marketing budgets based on performance

  When you track every channel, you can use a multi-touch attribution model like position-based or time-decay to give every channel the credit it deserves. But don’t just credit each channel ; turn your valuable insights into action. 

  Use cross-channel attribution analytics data to reallocate your marketing budget to the most profitable channels or spend time optimising the channels that aren’t pulling their weight. 

  Cross-channel analytics platforms to get started with 

  The marketing analytics market is huge. Mordor Intelligence valued it at $6.31 billion in 2024 and expects it to reach $11.54 billion by 2029. Many of these platforms offer cross-channel analytics, but few can track the impact of multiple marketing channels in one place. 

  So, rather than force you to trawl through confusing product pages, we’ve shortlisted three of the best cross-channel analytics solutions. 

  Matomo

  

  Matomo is a web analytics platform that lets you collect and centralise your marketing data while giving you 100% accurate data. That includes search, social, e-commerce, campaign tracking data and comprehensive website analytics.

  Better still, you get the necessary tools to turn those insights into action. Custom reporting lets you track and visualise the metrics that matter, while conversion optimisation tools like built-in A/B testing, heatmaps, session recordings and more let you test your theories. 

  Google Analytics

  

  Google Analytics is the most popular and widely used tool on the market. The level of analysis and customisation you can do with it is impressive for a free tool. That includes tracking just about any event and creating reports from scratch. 

  Google Analytics provides some cross-channel marketing features and lets you track the impact of various channels, such as social and search, but there are a couple of drawbacks. 

  Privacy can be a concern because Google Analytics collects data from your customers for its own remarketing purposes. 

  It also uses data sampling to generate wider insights from a small subset of your data. This lack of accurate data reporting can cause you to generate false insights.

  With Google Analytics, you’ll also need to subscribe to additional tools to gain advanced insights into the user experience. So, consider that while this tool is free, you’ll need to pay for heatmaps, session recording and A/B testing tools to optimise effectively.

  Improvado

  

  Improvado is an analytics tool for sales and marketing teams that extracts thousands of metrics from hundreds of sources. It centralises data in data warehouses, from which you can create a range of marketing dashboards.

  While Improvado does have analytics capabilities, it is primarily an ETL (extraction, transform, load) tool for organisations that want to centralise all their data. That means marketers who aren’t familiar with data transformations may struggle to get their heads around the complexity of the platform.

  Make the most of cross-channel analytics with Matomo

  Cross-channel analytics is the only way to get a comprehensive view of your customer journey and understand how your channels work together to drive conversions.

  Then you’re dealing with so many channels and data ; keeping things as simple as possible is the key to success. That’s why over 1 million websites choose Matomo. 

  Our all-in-one analytics solution measures traditional web analytics, behavioural analytics, attribution and SEO, so you have 100% accurate data in one place. 

  Try it free for 21 days. 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

  I accept the terms and conditions and data processing agreement (DPA)

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

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• Multi-Site Management (Quick-Start Guide)

  18 juillet 2024, par Erin

  Do you run multiple websites ?

  Or, you’re expanding from one to two sites ?

  Multi-site management isn’t an easy task.

  While there are dozens of reasons why you may need to operate several sites, like brick and mortar stores opening new locations in different regions, you need to ensure you’re following the right strategies so you remain successful.

  So, how do you actually manage multiple websites at the same time without spreading yourself thin ?

  Using a single dashboard.

  In this guide, we’ll cover everything you need to know about managing multiple sites in a single location at once so you can lead a successful digital strategy.

  What is multi-site management ?

  Multi-site management is the process of organising and operating multiple websites from a single location. It helps with congruent branding and improved productivity.

  Enterprise businesses that use multiple, language-specific versions of their site to target their audience in specific countries or regions can also benefit from managing their multiple sites from a single location. 

  

  By analysing a few websites at once, marketers and analysts can oversee a few different business websites without having to switch between multiple platforms and technologies.

  Whatever the reason is for managing multiple sites, multi-site management helps marketers and analysts establish a consistent brand presence, improve workflow efficiencies and scale operations.

  7 Benefits of multi-site management

  Multi-site management allows you to navigate and control a few websites all in one centralised location.

  

  Here are a few of the main benefits of multi-site management :

  1. Save time by reusing code between websites

  Saving time is the main benefit of multi-site management. Rather than managing websites from multiple platforms, logins and infrastructures, you can manage everything from one place.

  Multi-site management allows you to easily reuse core code, infrastructure and other digital assets from other sites all within one dashboard.

  So, when you need to update all of your websites, you can do it all at once in a fraction of the time.

  2. Improve productivity by having everything in one place

  How many tools do you currently use for your job on a daily basis ?

  Five ? Ten ?

  Now, imagine adding on another handful of tools, logins and technology for every site you manage.

  It’s a lot, especially if you’re managing dozens of logins, usernames and passwords.

  With multi-site management, you don’t need to have multiple login credentials. Everything’s all in one place and within one system.

  You don’t need to switch between multiple tools and platforms to get things done.

  The same strategy applies to your web analytics. If you want to streamline your productivity, make sure you’re tracking all of the data from your different websites in one place. Matomo lets you track multiple sites, domains and subdomains in one centralised location with the ‘All Websites’ dashboard which is a roll-up report. This is ideal for enterprises managing and analysing numerous sites.

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  3. Maintain brand image with consistent design across sites

  If you have multiple websites, subsidiaries or sister companies, it can take a great deal of effort to maintain branding consistency.

  But, if you’re leveraging a multi-site content management system, you can update your branding and design between all sites at the same time.

  If you need to make a change with your design, you don’t need to update each individual site with your new initiative. Instead, you can update multiple sites at once, allowing your visual branding to stay congruent, giving you uniformity in messaging.

  The result is an optimised user experience, which helps you increase trust with your audience, improve engagement and keep them coming back for years to come.

  4. Increase security through centralised management

  The greater your digital presence is, the more you can reach a wider range of people.

  But, there’s one downside : you expose yourself to more risk.

  Keeping multiple websites secure isn’t as easy to do if you’re leveraging dozens of different platforms and logins. 

  Instead, when you have all of your websites in one location, it can help you easily track every document. You can also control site versions for easy updates to prevent malicious attacks.

  5. Optimise scalability and flexibility

  If you plan on scaling your companies and digital presence, you need to ensure you’re able to do so without having to tear down your entire infrastructure or spend a ton of money upfront.

  For enterprise companies, multi-site management allows you to easily launch new regional sites as your company expands.

  Plus, if you have new product or marketing campaigns, you can simply add on microsites as needed by simply adding it to your current website lineup.

  This allows you to stay flexible in your marketing and growth strategies without adding extra risk or financial burden.

  6. Improve targeting and personalisation in marketing

  If you want to reach your audience better, but you’re managing multiple websites, it can be hard to not spread yourself too thin.

  But, if you’re managing a few websites in one place, it’s easier to track your audience’s interests, behaviour, wants and needs.

  By using a web analytics tool like Matomo to track the performance of multiple websites, you can see what’s resonating with your audience so you’re able to improve your targeting and offer personalised campaigns.

  Try Matomo for Free

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

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  7. Streamline collaboration between team members

  Making your team juggle multiple platforms, websites and tools is a surefire way to give them a headache.

  Multi-site management is one of the best ways to bring your entire team into one centralised location so you can foster seamless collaboration without leaving your team confused or frustrated.

  By placing your entire website management in one place, markters, designers, developers, writers and other team members can collaborate effectively so you can get more done in less time.

  With multi-site management, you bring your entire team into a single location to work on your websites so you can speed up your content creation process, speed up problem solving and streamline communication.

  6 Best practices of multi-site management

  When you have multiple websites, you can expand your brand presence. But, one main problem arises : it becomes overwhelming for anyone managing them.

  Since each website comes with its own platform, login credentials and assets, it becomes incredibly difficult for developers, marketers and others to maintain the sites. And, if your sites aren’t looked after properly, you could end up with technical issues and branding inconsistencies, causing you to lose conversions and negatively impact the user experience.

  Thankfully, multi-site management can help you streamline your efforts, improve productivity and scale your business.

  But, before you dive into your multi-site management process, you need to ensure you implement the right strategy.

  

  Here are a few best practices to follow to succeed with multi-site management :

  1. Use a multi-site CMS

  If you want to manage multiple websites, you need to make sure you’re leveraging a CMS that offers multi-site management capabilities.

  A multi-site CMS allows you to make simple content, design or management changes simultaneously without having to switch between different systems.

  Here are a few examples of CMS’ that offer multi-site management :

  • WordPress
  • Sanity
  • Drupal

  2. Integrate a headless CMS

  One of the most versatile types of content management systems is what’s known as a “headless CMS.”

  This is a CMS that lets you disconnect the front end from the back end of your website management.

  Here are a few examples of headless (and open source) CMS’ :

  • Strapi
  • Directus
  • Ghost

  A headless CMS can help you add versatility in the way you present content across multiple sites. It uses an API to give you more flexibility so you can push content to websites as well as apps, etc.

  Using a headless CMS can help you improve page load times, website performance and user experience by simplifying your tech stack.

  3. Implement cross-domain and mult-isite Matomo analytics tracking

  If you want to track the website analytics data of multiple sites, you need to implement cross-domain tracking.

  The best way to do this is by leveraging a web analytics solution like Matomo. It lets you track the performance of multiple subdomains or websites.

  With Matomo, you get easy data grouping and data roll-up reporting for streamlined tracking.

  

  This means you can track the individual performance of each site or group them together to see the shared performance.

  4. Enable multiuser management

  If you’re working with different team members who need access to your CMS, then you should consider enabling multiuser management.

  This allows several people to work within your multi-site CMS and also gives you the ability to grant or restrict access to certain abilities within the platform.

  This is handy if you have a few different stakeholders working in your CMS.

  By enabling different user permissions and access, you can improve the security of your website and protect sensitive company information.

  5. Leverage composable content

  Creating a few different websites is a great way to increase your brand reach. But, it can be time-consuming having to continuously create and update content within multiple sites.

  That’s where composable content comes in.

  It allows you to create similar content between sites using pre-made “blocks.” Content blocks act as templates so you can quickly add similar content pieces to each site without having to start over from scratch each time.

  This speeds up productivity for your designers, writers and editors and keeps brand image consistent across different sites.

  6. Use version control

  What happens if you update all of your websites with a redesign, but it flops ?

  Well, rather than having to tear it all down and redesign your site infrastructure, you can leverage version control to restore your website to a previous version.

  Version control is especially handy when you’re managing multiple sites at once and you have multiple team members working in your CMS.

  Version control is also helpful if you’re A/B testing different content. By saving previous versions of your websites, you can run tests to help you optimise your web performance. 

  For example, if you use Matomo’s A/B testing feature to experiment with different landing page designs for a lead magnet, but find that your previous version performed better, you can simply restore your websites to a previous version in seconds.

  Track web analytics for multiple websites with Matomo

  If you’re looking to expand your digital presence, then creating new websites is one of the best ways to grow your brand.

  Multi-site management can help you save time, improve productivity and maintain a consistent brand image across your empire.

  One challenge of multi-site management is tracking the performance of your websites.

  That’s where Matomo has you covered.

  Matomo is a privacy-friendly web analytics tool that collects, stores, and tracks data across multiple websites and subdomains, allowing you to improve your performance. 

  With over 1 million websites using Matomo, you can rely on it for accurate data without sampling, ensuring compliance with privacy regulations like GDPR and CCPA. 

  Matomo is especially beneficial for enterprises. It offers advanced roll-up reporting, enabling you to see the performance of multiple websites in one centralised dashboard. This feature, along with heatmaps, session recordings, and A/B testing, provides deeper insights into your website performance.

  Discover how Matomo can transform your web analytics with a demo. Request your demo now.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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

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• France rules Google Analytics non-compliant with GDPR

  11 février 2022, par Erin — Privacy

  Breaking news : The French Data Protection Agency, CNIL (Commission nationale de l’informatique et des libertés), has concluded that the use of Google Analytics is illegal under GDPR. The CNIL has begun issuing formal notices to website managers using Google Analytics.

  This follows the January 2022 Austrian Data Protection Authority’s decision to declare Google Analytics illegal to use under GDPR.

  Google Analytics GDPR breaches continue to spread through the EU

  Since the invalidation of the Privacy Shield framework, an agreement between the EU and US that allowed the transfer of data to certified US companies, the CNIL and other EU data protection authorities have received numerous complaints regarding data transfers collected during visits to websites using Google Analytics.

  "It’s interesting to see that the different European Data Protection Authorities all come to the same conclusion : the use of Google Analytics is illegal. There is a European task force and we assume that this action is coordinated and other authorities will decide similarly."

  About the CNIL’s decision

  In this model case, the CNIL has found that an unnamed website’s use of Google Analytics is non-compliant with GDPR because it had breached Article 44 which prohibits the transfer of personal data beyond the EU, unless the recipient country can prove adequate data protection. 

  Under the GDPR, personal data covers a range of identifiers including email address, race, gender, phone number to name a few, but the less obvious identifiers include IP addresses or cookie IDs, for instance. 

  The CNIL’s decision was based on the fact that the US does not meet GDPR sufficient levels of data protection as a result of US surveillance laws. Therefore, the unnamed website’s use of Google Analytics created risks for their website visitors when their personal data was exported to the US. 

  At the time of writing, it is unknown if the CNIL has issued a fine for the GDPR breach. However, the website manager of the unnamed website has been ordered by the CNIL to comply with the GDPR and, if necessary, stop using Google Analytics under the current conditions.

  "One thing we’re certain of is that these decisions will continue to roll out throughout the EU and potentially beyond.

  Other countries are imposing their own privacy regulations that closely mirror the GDPR like Brazil’s General Data Protection Law (LGPD), India’s Data Protection Bill, New Zealand’s Privacy Act and Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) to name a few.”

  The CNIL offers an evaluation programme to help website managers determine whether web analytics solutions are exempt from collecting data prior to users’ agreement to opt-in through consent screens. Matomo, for instance, is a leading Google Analytics alternative that has been recommended by CNIL and is exempt from tracking consent. 

  

  English translation : “This is why I anticipated this announcement, gradually moving the analytics of my sites to @matomo_org since several weeks !

  “The @CNIL believes that the use of @googleanalytics is a violation of #GDPR”

  Immediate action required for Google Analytics users

  The CNIL and other EU-based data protection authorities have made their stance on Google Analytics clear and inaction will likely result in fines, which under the GDPR, can be up to €20 million or 4% of the organisation’s global turnover – whichever is higher.

  Based on the CNIL’s formal notice to the model case’s website manager, Google Analytics users should take immediate action to remove any chances of personal data being transferred to the US or find a Google Analytics alternative that is GDPR compliant. 

  

  English translation : “The CNIL considers that the use of Google Analytics is a violation of the GDPR. I use @matomo_org and I welcome it *winking face* It will squeal tires among growthackers who are slaughtering. Opportunity to look at alternative tools”

  Ready to begin your journey to GDPR compliance with Matomo ? Start your 21-day free trial now (no credit card required) and take advantage of our Google Analytics importer so you don’t lose any of your historical data. 

  Try 21-day free Cloud trial

  What does this mean for Matomo users ?

  As the GDPR continues to evolve, our users can rest assured that Matomo will be at the forefront of these changes. With Matomo Cloud, all data is stored in the EU or in your country of choice when you self-host on your own servers with Matomo On-Premise.

  Conclusion

  Google is in the EU’s crosshairs and organisations that continue to use their tools will be the one’s left to clean up the mess – not Google. Now is the time to act. Search for a Google Analytics alternative and close your compliance gaps today. 

  Join over 1 million other websites using Matomo now. Give Matomo a try with a 21-day free trial – no credit card required. 

  Try 21-day free Cloud trial

  We’d like to also bring attention to the privacy-fighting efforts from noyb and Max Schrems, as this should not go unnoticed. noyb is an independent, non-profit organisation that relies on the support of individuals. Support privacy by supporting noyb – donate or become a member now. 

  Contact details for media :

  For quotes or interviews, please email marketing@matomo.org