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La file d’attente de SPIPmotion
28 novembre 2010, parUne file d’attente stockée dans la base de donnée
Lors de son installation, SPIPmotion crée une nouvelle table dans la base de donnée intitulée spip_spipmotion_attentes.
Cette nouvelle table est constituée des champs suivants : id_spipmotion_attente, l’identifiant numérique unique de la tâche à traiter ; id_document, l’identifiant numérique du document original à encoder ; id_objet l’identifiant unique de l’objet auquel le document encodé devra être attaché automatiquement ; objet, le type d’objet auquel (...) -
(Dés)Activation de fonctionnalités (plugins)
18 février 2011, parPour gérer l’ajout et la suppression de fonctionnalités supplémentaires (ou plugins), MediaSPIP utilise à partir de la version 0.2 SVP.
SVP permet l’activation facile de plugins depuis l’espace de configuration de MediaSPIP.
Pour y accéder, il suffit de se rendre dans l’espace de configuration puis de se rendre sur la page "Gestion des plugins".
MediaSPIP est fourni par défaut avec l’ensemble des plugins dits "compatibles", ils ont été testés et intégrés afin de fonctionner parfaitement avec chaque (...) -
Gestion des droits de création et d’édition des objets
8 février 2011, parPar défaut, beaucoup de fonctionnalités sont limitées aux administrateurs mais restent configurables indépendamment pour modifier leur statut minimal d’utilisation notamment : la rédaction de contenus sur le site modifiables dans la gestion des templates de formulaires ; l’ajout de notes aux articles ; l’ajout de légendes et d’annotations sur les images ;
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A Guide to Ethical Web Analytics in 2024
17 juin 2024, par ErinUser data is more valuable and sought after than ever.
Ninety-four percent of respondents in Cisco’s Data Privacy Benchmark Study said their customers wouldn’t buy from them if their data weren’t protected, with 95% saying privacy was a business imperative.
Unfortunately, the data collection practices of most businesses are far from acceptable and often put their customers’ privacy at risk.
But it doesn’t have to be this way. You can ethically collect valuable and insightful customer data—you just need the right tools.
In this article, we show you what an ethical web analytics solution can look like, why Google Analytics is a problem and how you can collect data without risking your customers’ privacy.
What is ethical web analytics ?
Ethical web analytics put user privacy first. These platforms prioritise privacy and transparency by only collecting necessary data, avoiding implicit user identification and openly communicating data practices and tracking methods.
Ethical tools adhere to data protection laws like GDPR as standard (meaning businesses using these tools never have to worry about fines or disruptions). In other words, ethical web analytics refrain from exploiting and profiting from user behaviour and data.
Unfortunately, most traditional data solutions collect as much data as possible without users’ knowledge or consent.
Why does digital privacy matter ?
Digital privacy matters because companies have repeatedly proven they will collect and use data for financial gain. It also presents security risks. Unsecured user data can lead to identity theft, cyberattacks and harassment.
Big tech companies like Google and Meta are often to blame for all this. These companies collect millions of user data points — like age, gender, income, political beliefs and location. Worse still, they share this information with interested third parties.
After public outrage over data breaches and other privacy scandals, consumers are taking active steps to disallow tracking where possible. IAPP’s Privacy and Consumer Trust Report finds that 68% of consumers across 19 countries are somewhat or very concerned about their digital privacy.
There’s no way around it : companies of all sizes and shapes need to consider how they handle and protect customers’ private information.
Why should you use an ethical web analytics tool ?
When companies use ethical web analytics tools they can build customer trust, boost their brand reputation, improve data security practices and future proof their website tracking solution.
Boost brand reputation
The fallout from a data privacy scandal can be severe.
Just look at what happened to Facebook during the Cambridge Analytica data scandal. The eponymous consulting firm harvested 50 million Facebook profiles and used that information to target people with political messages. Due to the instant public backlash, Facebook’s stock tanked, and use of the “delete Facebook” hashtag increased by 423% in the following days.
That’s because consumers care about data privacy, according to Deloitte’s Connected Consumer Study :
- Almost 90 percent agree they should be able to view and delete data companies collect
- 77 percent want the government to introduce stricter regulations
- Half feel the benefits they get from online services outweigh data privacy concerns.
If you can prove you buck the trend by collecting data using ethical methods, it can boost your brand’s reputation.
Build trust with customers
At the same time, collecting data in an ethical way can help you build customer trust. You’ll go a long way to changing consumer perceptions, too. Almost half of consumers don’t like sharing data, and 57% believe companies sell their data.
This additional trust should generate a positive ROI for your business. According to Cisco’s Data Privacy Benchmark Study, the average company gains $180 for every $100 they invest in privacy.
Improve data security
According to IBM’s Cost of a Data Breach report, the average cost of a data breach is nearly $4.5 million. This kind of scenario becomes much less likely when you use an ethical tool that collects less data overall and anonymises the data you do collect.
Futureproof your web analytics solution
The obvious risk of not complying with privacy regulations is a fine — which can be up to €20 million, or 4% of worldwide annual revenue in the case of GDPR.
It’s not just fines and penalties you risk if you fail to comply with privacy regulations like GDPR. For some companies, especially larger ones, the biggest risk of non-compliance with privacy regulations is the potential sudden need to abandon Google Analytics and switch to an ethical alternative.
If Data Protection Authorities ban Google Analytics again, as has happened in Austria, France, and other countries, businesses will be forced to drop everything and make an immediate transition to a compliant web analytics solution.
When an organisation’s entire marketing operation relies on data, migrating to a new solution can be incredibly painful and time-consuming. So, the sooner you switch to an ethical tool, the less of a headache the process will be.
The problem with Google Analytics
Google Analytics (GA) is the most popular analytics platform in the world, but it’s a world away from being an ethical tool. Here’s why :
You don’t have data ownership
Google Analytics is attractive to businesses of all sizes because of its price. Everyone loves getting something for free, but there’s still a cost — your and your customers’ data.
That’s because Google combines the data you collect with information from the millions of other websites it tracks to inform its advertising efforts. It may also use your data to train large language models like Gemini.
It has a rocky history with GDPR laws
Google and EU regulators haven’t always got along. For example, the German Data Protection Authority is investigating 200,000 pending cases against websites using GA. The platform has also been banned and added back to the EU-US Data Privacy Framework several times over the past few years.
You can use GA to collect data about EU customers right now, but there’s no guarantee you’ll be able to do so in the future.
It requires a specific setup to remain compliant
While you can currently use GA in a GDPR-compliant way — owing to its inclusion in the EU-US Data Privacy Framework — you have to set it up in a very specific way. That’s because the platform’s compliance depends on what data you collect, how you inform users and the level of consent you acquire. You’ll still need to include an extensive privacy policy on your website.
What does ethical web analytics look like ?
An ethical web analytics solution should put user privacy first, ensure compliance with regulations like GDPR, give businesses 100% control of the data they collect and be completely transparent about data collection and storage practices.
100% data ownership
You don’t fully control customer data when you use Google Analytics. The search giant uses your data for its own advertising purposes and may also use it to train large language models like Gemini.
When you choose an ethical web analytics alternative like Matomo, you can ensure you completely own your data.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Respects user privacy
It’s possible to track and measure user behaviour without collecting personally identifiable information (PII). Just look at the ethical web analytics tools we’ve reviewed below.
These platforms respect user privacy and conform to strict privacy regulations like GDPR, CCPA and HIPAA by incorporating some or all of the following features :
- Opt-out mechanisms to let users refuse tracking
- IP addresses anonymisation and other data anonymisation techniques
- DoNotTrack options
- Shorter expiration dates for tracking cookies
In Matomo’s case, it’s all of the above. Better still, you can check our privacy credentials yourself. Our software’s source code is open source on GitHub and accessible to anyone at any time.
Compliant with government regulations
While Google’s history with data regulations is tumultuous, an ethical web analytics platform should follow even the strictest privacy laws, including GDPR, HIPAA, CCPA, LGPD and PECR.
But why stop there ? Matomo has been approved by the French Data Protection Authority (CNIL) as one of the few web analytics tools that French sites can use to collect data without tracking consent. So you don’t need an annoying consent banner popping up on your website anymore.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Complete transparency
Ethical web analytics tools will be upfront about their data collection practices, whether that’s in the U.S., EU, or on your own private servers. Look for a solution that refrains from collecting personally identifiable information, shows where data is stored, and lets you alter tracking methods to increase privacy even further.
Some solutions, like Matomo, will increase transparency further by providing open source software. Anyone can find our source code on GitHub to see exactly how our platform tracks and stores user data. This means our code is regularly examined and reviewed by a community of developers, making it more secure, too.
Ethical web analytics solutions
There are several options for an ethical web analytics tool. We list three of the best providers below.
Matomo
Matomo is an open source web analytics tool and privacy-focused Google Analytics alternative used by over one million sites globally.
Matomo is fully compliant with prominent global privacy regulations like GDPR, CCPA and HIPAA, meaning you never have to worry about collecting consent when tracking user behaviour.
The data you collect is completely accurate since Matomo doesn’t use data sampling and is 100% yours. We don’t share data with third parties but can prove it. Our product source code is publicly available on GitHub. As a community-led project, you can download and install it yourself for free.
With Matomo, you get a full range of web analytics capabilities and behavioural analytics. That includes your standard metrics (think visitors, traffic sources, bounce rates, etc.), advanced features to analyse user behaviour like A/B Testing, Form Analytics, Heatmaps and Session Recordings.
Migrating to Matomo is easy. You can even import historical Google Analytics data to generate meaningful insights immediately.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Fathom
Fathom Analytics is a lightweight privacy-focused analytics solution that launched in 2018. It aims to be an easy-to-use Google Analytics alternative that doesn’t compromise privacy.
Like Matomo, Fathom complies with all major privacy regulations, including GDPR and CCPA. It also provides 100% accurate, unsampled reports and doesn’t share your data with third parties.
While Fathom provides fairly comprehensive analytics reports, it doesn’t have some of Matomo’s more advanced features. That includes e-commerce tracking, heatmaps, session recordings, and more.
Plausible
Plausible Analytics is another open source Google Analytics alternative that was built and hosted in the EU.
Launched in 2019, Plausible is a newer player in the privacy-focused analytics market. Still, its ultra-lightweight script makes it an attractive option for organisations that prioritise speed over everything else.
Like Matomo and Fathom, Plausible is GDPR and CCPA-compliant by design. Nor is there any cap on the amount of data you collect or any debate over whether the data is accurate (Plausible doesn’t use data sampling) or who owns the data (you do).
Matomo makes it easy to migrate to an ethical web analytics alternative
There’s no reason to put your users’ privacy at risk, especially when there are so many benefits to choosing an ethical tool. Whether you want to avoid fines, build trust with your customers, or simply know you’re doing the right thing, choosing a privacy-focused, ethical solution like Matomo is taking a massive step in the right direction.
Making the switch is easy, too. Matomo is one of the few options that lets you import historical Google Analytics data, so starting from scratch is unnecessary.
Get started today by trying Matomo for free for 21-days. No credit card required.
Try Matomo for Free
21 day free trial. No credit card required.
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CRO Testing : The 6-Steps for Maximising Conversion Rates
10 mars 2024, par ErinIt’s a nightmare every marketing manager faces. Traffic is soaring after you’ve launched new digital marketing campaigns, but conversions have barely moved.
Sound familiar ?
The good news is you’re not alone — loads of marketing managers struggle to get potential customers to purchase. The better news is that you can test dozens of strategies to turn around your site’s fortunes.
Conversion rate optimisation testing (CRO testing for short) is the name for this kind of experimentation — and it can send conversion rates and revenue soaring.
In this article, we’ll explain CRO testing and how you can start doing it today using Matomo.
What is CRO Testing ?
CRO testing is optimising your site’s conversion funnel using a series of experiments designed to improve conversion rates.
A CRO test can take several forms, but it usually involves changing one or more elements of your landing page. It looks something like this :
- You hypothesise what you expect to happen.
- You then run an A/B test using a dedicated CRO platform or tool.
- This tool will divide your site’s traffic, sending one segment to one variation and the other segment to another.
- The CRO tool will measure conversions, track statistical significance, and declare one variation the winner.
A CRO tool isn’t the only software you can use to gather data when running tests. There are several other valuable data sources, including :
- A web analytics platform : to identify issues with your website
- User surveys : to find out what your target audience thinks about your site
- Heatmaps : to learn where users focus their attention
- Session recordings : to discover how visitors browse your site
Use as many of these features, tools, and methods as you can when brainstorming hypotheses and measuring results. After all, your CRO test is only as good as your data.
On that note, we need to mention the importance of data accuracy when researching issues with your website and running CRO tests. If you trust a platform like Google Analytics that uses data sampling (where only a subset of data is analysed), then there’s a risk you make business decisions based on inaccurate reports.
In practice, that could see you overestimate the effectiveness of a landing page, potentially wasting thousands in ad spend on poorly converting pages.
That’s why over a million websites rely on Matomo as their web analytics solution—it doesn’t sample data, providing 100% accurate website traffic insights you can trust to make informed decisions.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Types of CRO Testing
There are three core types of CRO tests :
A/B testing
A/B testing, or split testing, is when you test two versions of the same page against each other. Usually, the two pages have only one difference, such as a new headline or a different CTA.
In the test above, for example, we test what happens if we remove one of the affiliate links from a page. We hypothesise that conversions won’t change because these links aren’t effective.
A/B/n testing
A/B/n testing is when you test multiple variations of the same element on the same page.
Rather than just testing one headline against another, for example, you test multiple different headlines at once.
In the test above in Matomo, we’re testing a website’s original header against a wider and smaller version. It turns out the wider header converts significantly better.
Multivariate testing
In a multivariate CRO test, you test multiple different elements at the same time. That could mean testing combining a different headline, CTA button, and image.
Multivariate testing can save time because you test multiple elements at once and find the best combination of elements. But you’ll usually need a lot of traffic to find a statistically significant result.
Why is CRO testing important ?
Who doesn’t want more conversions, right ? Improving your conversion rate is the core benefit of running a CRO test, but there are a couple of other reasons you should do it, too :
Improve conversion rates
How well does your website convert visitors ? The average conversion rate of a typical website is 2.35%, but better-performing websites have significantly higher conversion rates. The top 25% of websites across all industries convert at a rate of 5.31% or higher.
CRO testing is the best way to improve your site’s conversion rate by tweaking elements of your website and implementing the best results. And because it’s based on data, not your intuition, you’re likely to identify changes that move the needle.
Optimise the user experience
CRO tests are also a great way to improve your site’s user experience. The process of CRO testing forces you to understand how users navigate your website using heatmaps and session recordings and fix the issues they face.
You could simplify your form fields to make them easier to fill in, for example, or make your pages easier to navigate. In both cases, your actions will also increase conversion rates.
Decrease acquisition costs
Improving your conversion rate using CRO testing will usually mean a decrease in customer acquisition costs and other conversion metrics.
After all, if the cost of your PPC ads stays the same but you convert more traffic, then each new customer will cost less to acquire.
How to do CRO testing in 6 steps
Ready to get your hands dirty ? Follow these six steps to set up your first CRO test :
Have a clear goal
Don’t jump straight into testing. You need to be clear about what you want to achieve ; otherwise, you risk wasting time on irrelevant experiments.
If you’re unsure what to focus on, look back through your web analytics data and other tools like heatmaps, form analytics, and session recordings to get a feel for some of your site’s biggest conversion roadblocks.
Maybe there’s a page with a much lower conversion rate, for example — or a form that most users fail to complete.
If it’s the former, then your goal could be to increase the conversion rate of this specific landing page by 25%, bringing it in line with your site’s average.
Make sure your new conversion goal is set up properly in your website analytics platform, too. This will ensure you’re tracking conversions accurately.
Set a hypothesis
Now you’ve got a goal, it’s time to create a hypothesis. Based on your available research, a hypothesis is an assumption you make about your conversion rate optimisation test.
A heatmap of your poorly converting landing page may show that users aren’t focusing on your CTA button because it’s hidden below the fold.
You could hypothesise that by placing the CTA button directly under your headline above the fold, your conversion rate should increase.
Whatever your goal, you can use the following template to write a hypothesis :
If we [make this specific change], then [this specific outcome] will occur because [reason].
Design your test elements
Most marketing managers won’t be able to run CRO tests independently. A team of talented experts must create the assets you need for a successful experimentation. This includes designers, copywriters, and web developers.
Don’t just have them create one new element at a time. Accelerate the process by having your team create dozens of designs simultaneously. That way, you can run a new CRO test as soon as your current test has finished.
Create and launch the test
It’s time to launch your test. Use a CRO tool to automate building your test and tracking results.
With Matomo’s A/B Testing feature, it’s as easy as giving your test a name, writing a hypothesis and description, and uploading the URLs of your page variants.
Matomo handles everything else, giving you a detailed breakdown at the end of the test with the winning variant.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
Analyse the results
You can only review the results of your CRO test once it has reached statistical significance — which means the observed outcome isn’t the result of chance.
In the same way you wouldn’t say a die is unbiased after three rolls, you need thousands of visitors to see your landing pages and take action before deciding which is better.
Luckily, most CRO testing platforms, including Matomo, will highlight when a test reaches statistical significance. That means you only need to look at the result to see if your hypothesis is correct.
Implement and repeat
Was your test a success ? Great, you can implement the results and test a new element.
Yep, that’s right. There’s no time to rest on your laurels. Continuous CRO testing is necessary to squeeze every conversion possible from your website. Just like fashion trends, website effectiveness changes over time. What works today might not work tomorrow, making ongoing CRO testing beneficial and necessary.
That’s why it’s a good idea to choose a CRO testing platform like Matomo with no data limits.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
CRO testing examples you can run today
There’s no shortage of CRO tests you can run. Here are some experiments to get started with :
Change your CTA design and copy
Calls to action (CTAs) are the best elements to optimise during your first CRO test. You can change many things about them ; even the smallest optimisation can have a huge impact.
Just take a look at the image below to see how diverse your CTAs could be :
Changing your CTA’s copy is a great place to start, especially if you have generic instructions like “Apply Now.”
Try a more specific instruction like “Download your free trial” or “Buy now to get 30% off.” Or test benefit-led instructions like “Reduce your ad spend today” or “Take back control of your data.”
Changing the colour of your CTAs can also yield more conversions. Bright colours are always a good bet. Just make sure your button stands out from the rest of your page.
Move the CTA button placement
The placement of your CTA can be just as important as its copy or colour. If it’s down at the bottom of your page, there’s a good chance most of your visitors will miss it.
Try moving it above the fold to see if that makes a difference. Then, test multiple CTA buttons as opposed to just one.
Heatmaps and session recordings can identify whether this test is worthwhile. If users rarely focus on your CTA or just don’t scroll far enough to find it, then it’s a good bet you could see an uptick in conversions by moving it.
Try different headlines
Your website’s headlines are another great place to start CRO testing. These are usually the first (and sometimes only) things visitors read, so optimising them as much as possible makes sense.
There are entire books written about creating persuasive headlines, but start with one of the following tactics :
- Include a benefit
- “Achieve radiant skin—discover the secret !”
- Add numbers
- “3 foolproof methods for saving money on your next vacation”
- Using negative words instead of positive ones
- “Avoid these 7 mistakes to unlock your potential for personal growth”
- Shortening or lengthening your headline
- Shortened : “Crush your fitness goals : Expert tips for success”
- Lengthened : “Embark on your fitness journey : Learn from experts with proven tips to crush your wellness goals”
Add more trust signals
Adding trust signals to your website, such as brand logos, customer reviews, and security badges, can increase your conversion rate.
We use it at Matomo by adding the logos of well-known clients like the United Nations and Amnesty International underneath our CTAs.
It’s incredibly effective, too. Research by Edelman finds that trust is among the top three most important buying decision factors, above brand likeability.
Start CRO testing with Matomo
CRO testing is a data-backed method to improve your site’s conversion rate, making it more user-friendly and decreasing customer acquisition costs. Even a small improvement will be worth the cost of the tools and your time.
Fortunately, there’s no need to allocate hundreds of dollars monthly for multiple specialised testing tools. With Matomo, you get a comprehensive platform offering web analytics, user behaviour insights, and CRO testing – all conveniently bundled into one solution. Matomo’s pricing starts from just $19 per month, making it accessible to businesses of all sizes.
Plus, rest assured knowing that you are GDPR compliant and the data provided is 100% accurate, ethically empowering you to make informed decisions with confidence.
Take the first step on your CRO testing journey by trying Matomo free for 21 days ; no credit card required.
Try Matomo for Free
21 day free trial. No credit card required.
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How to Implement Cross-Channel Analytics : A Guide for Marketers
17 avril 2024, par ErinEvery 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
- 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.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
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.
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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.
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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
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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.
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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.
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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.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
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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.
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.
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