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• How to increase conversions to meet your business goals

  8 septembre 2020, par Joselyn Khor — Analytics Tips, Marketing
   Through optimizing your messaging, content, or your page layouts, you can increase conversions by getting your visitors through a clear pathway to achieve your business goals.

  Conversion Rate Optimization

  When we talk about optimizing websites to improve and increase conversions, we’re really talking about conversion rate optimization (CRO).

  CRO is the process of learning what the most valuable content/aspect of your website is and how to best optimize this for your visitors to increase its chance to convert. It typically involves generating ideas for elements on your site or app that can be improved, learning which pathways visitors are most likely going to take to conversion and then validating those assumptions through A/B testing and multivariate testing to transform learning into actionable insights.

  Conversion Rate

  The conversion rate is expressed as a % and the goal for any business should be to increase the % of conversions for any given goal e.g. in February a website had 200 newsletter sign-ups from 1,000 visitors on its sign-up page, a conversion rate of 20%. CRO should be used to increase the sign-up rate from 20% to 25%, and then eventually from 25% to 30% and so on.

  CRO cheat sheet

  You need to consider your website or business’ objectives (bigger picture) as well as your website goals (smaller achievements). Whatever the aim of your website, it’s crucial for this to be your starting point. Figure out what you want your website to do and what you want visitors to get from it. When you do that, you’ll know what conversions to focus on.
  

  • Define your business/website’s objectives. Do you want the website to drive sales ? Is the website a hub to raise awareness for a charity ? Do you want to increase readership for your news site ?
  • Define what your conversion goals are. This helps you narrow your focus so you follow a path to meet your overall objectives. By defining these, you clarify for yourself the next actions you should take, such as wanting to funnel users through to a sign up landing page. Then you’ll need to optimize and test your sign up landing page. If conversions are low, then tweak it and measure the results until you find you’ve increased conversion rates.
  • Conversion goals can include :
    • Purchases in your ecommerce store
    • eBook downloads
    • Sign ups to your mailing list
    • Visitors successfully filling in a contact form
  • Figure out what your Key Performance Indicators (KPIs) are and the metrics you need to focus on to achieve them.

  How to increase conversions with Matomo

  1. Set goals
  2. Heatmaps
  3. Session Recordings
  4. A/B test
  5. Form Analytics
  6. Funnels
  7. Behaviour

  1. Set goals

  “Make Sure Goals Are Clearly Understood. To prove the value of an analytics-focused company, any project you take on needs to have clear goals. If you don’t have a goal in mind you’ll fail. Everyone involved in the project needs to be aligned around the goals.”

  A goal is the measure of a successful action that you want your visitors to take. The more goals you track, the more you can learn about behavioural changes as you implement and modify paths that lead to conversions over time.

  

  You’ll understand which channels and campaigns (SEO, PPC, newsletter, blogging etc.) are converting the best for your business, which cities/countries are most popular, what devices are working and how engaged your visitors are before converting. Learn more

  2. Set Heatmaps

  This is vital to show how your visitors are engaging with your website, blog pages, signup and sales pages. If you want to learn how your visitors really engage with your website to increase conversions, Heatmaps lets you see the results visually without any guesswork.

  

  By showing where your visitors try to click, move the mouse or how far down they’re scrolling on each page, you can effortlessly discover how your visitors truly engage with your most important web pages. Rather than guessing, rely on facts to prove if the changes you make actually improve your website or not. Learn more

  How to improve conversion rates with Heatmaps :

  • If you’ve got important information that will sell your service/product or bring you loyal followers, make sure it’s in the hot zones as shown in your heatmaps.
  • Try to rearrange parts of your pages to see if that increases engagement.
  • Make it easy for people to take important actions by having the CTA above-the-fold where 100% of visitors see it. Make sure you don’t clutter this section with too many messages or actions.
  • You can also identify areas to add links as heatmaps shows where people want to click.
  • Find what content is most popular on the page

  3. Session Recordings

  This is a conversion research technique where you learn what your users are trying to do and make sure your website is optimized to give them what they want. With Session Recordings you can playback all the interactions your visitors took on your website, such as clicks, mouse movements, scrolls, resizes, form interactions and page changes in a video. Truly understand how real visitors are using your website and what experiences they’re having.

  Also, by understanding what’s working you’re increasing the usability of your website, Session Recordings allow you to identify problem areas as well as where users are getting stuck. Learn more

  

  How to improve conversion rates with Session Recordings : For example, on a product landing page, you see your visitor highlighting specific words and putting it into search. With this you can observe what they’re trying to find and what they’re actually interested in. As you tweak the page to ensure what the visitor wants can be easily found, you’re taking steps to increase the chance for more conversions.

  4. A/B Testing

  Test anything and test anywhere to increase your conversions. Grow your website by comparing different versions of your landing pages to determine what works best for your users. Subtle tweaks across different versions of your landing pages can have a significant impact on converting incoming traffic.

  

  The changes for each landing page could be :

  • A different headline
  • Less copy vs more copy
  • Different calls-to-action
  • Colour schemes, forms, fonts, links, testimonials,
  • Or, it could be an entirely different page layout altogether.

  The idea is to see if either page A or page B (or C or D) was most successful in getting your visitors to the next step in the conversion funnel. Learn more

  How Matomo used A/B Testing : For our sign up page we tested three different CTAs and found how phrasing words differently could help improve conversion rates. Both “Start improving your websites” and “Start converting more users now” were stronger CTAs and converted 7% more than, “Start my free 30-day trial”.

  5. Form Analytics

  Form Analytics gives you powerful insights into how your visitors interact with your forms (like cart, sign-up and checkout forms).

  

  Online forms can come in thousands of different variations. It’s an area on your website that if not done right, could lead to you missing out on converting a large portion of your visitors. Rely on facts when you change your forms. Learn more

  How to improve conversion rates with Form Analytics : By proving whether your form is doing better when you change it and by how much. This lets you consistently increase form submission rates (conversions) on your website which is crucial to the success of your business.

  6. Funnels

  At a glance you will learn the steps (actions, events and pages) your users go through to the desired outcomes you want them to achieve whether it’s a sale, sign-up or any other particular goal you have defined.

  

  Looking at the entire conversion funnel and focusing on usability, you’ll be able to identify where your visitors are having problems, where they aren’t understanding the flow of your webpages and identify obstacles that get in the way of your users reaching that end goal. Learn more

  How to improve conversion rates with Funnels : Learn what makes your visitors take action (or what stops them) in progressing to the next step in the conversion funnel. At each step, you’ll discover what content/layout resonates with your visitors and you can optimize your website to have the greatest impact on your business.

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  7. Behaviour

  This is one of the most important features to help you optimize your website for conversions. Learning visitor behaviour is a driving force to increase conversions. How ? It lets you identify where you could be taking action to increase conversions. You get to learn first-hand what content or feature on your site is or isn’t working for your visitors. 

  

  Engagement is essential to help increase conversion rates. If your visitors aren’t interested in the content on your site, then there’s very little chance they’ll be interested in what you have to offer. Learn more

  How to improve conversion rates with Behaviour : Get started by reducing bounce rates on important pages, testing messaging on your most popular entry pages, testing on the highest exit pages to reduce visitors leaving the site, learning pathways through Users Flow and Transitions to see if users are taking pathways that lead them to conversions or are the journeys currently long or go in odd directions. Discover how your visitors are responding to your content. The happier your visitors are to stay on your site, the more likely they’ll be able to move through the journey to help you achieve the goals you’ve set for your site.

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  Do privacy-focused industries need conversion optimization ?

  For industries that place extra emphasis on privacy and security, Matomo is a complete analytics tool that can cater for all your needs. You get the full benefits of a web analytics and conversion optimization platform as well as peace of mind knowing Matomo places emphasis on security/privacy and adheres strictly to GDPR.

  If you operate in a data sensitive industry like in government, healthcare, finance, education etc. you can rest assured knowing your user’s privacy is respected and that you will have 100% data ownership.

  Other conversion optimization metrics in Matomo to look at :

  Get a good indication that your conversion optimization efforts are working by knowing where to look and this starts by going through the metrics in your analytics. Below we list how you can make a start.

  “Best” metrics are hard to determine so you’ll need to ask yourself what you want your site to do. How do you want your users to behave or what kind of customer journey do you want them to have ?

  You can start with :

  • Decreasing abandonment rate
  • Decreasing bounce rate
  • Increasing interactions per visit
  • Reducing exit rates on pages that significantly impact your visitors to leave your site
  • Constantly test and learn what content resonates with your visitors
  • Look to advance more users through each stage of the conversion funnel
  • Improve your forms to increase submission rates
  • Always improve the conversion rate % for your goals e.g. if you currently have a 5% conversion rate for selling a product, aim for 10% ; if 30% of your visitors are downloading your e-book, then aim for 40%, then 50% and so on.

  Through optimizing your messaging, content or your page layouts, you will increase conversions by getting your visitors through a clear pathway to meet your website’s goal.

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• What is PII ? Your introduction to personally identifiable information

  15 janvier 2020, par Joselyn Khor — Analytics Tips, Privacy, Security
  Most websites you visit collect information about you via tools like Google Analytics and Matomo – sometimes collecting personally identifiable information (PII).

  When it comes to PII, people are becoming more concerned about data privacy. Identifiable information can be used for illegal purposes like identity theft and fraud. 

  So how can you protect yourself as an innocent internet browser ? In the case of website owners – how do you protect users and your company from falling prey to privacy breaches ?

  

  As one of the most trusted analytics companies, we feel our readers would benefit from being as informed as possible about data privacy issues and PII. Learn what it means, and what you can do to keep yours or others’ information safe.

  Table of Contents

  What does PII stand for ?

  PII acronym

  PII is an acronym for personally identifiable information.

  PII definition

  Personally identifiable information (PII) is a term used predominantly in the United States.

  The appendix of OMB M-10-23 (Guidance for Agency Use of Third-Party Website and Applications) gives this definition for PII :

  “The term ‘personally identifiable information’ refers to information which can be used to distinguish or trace an individual’s identity, such as their name, social security number, biometric records, etc. alone, or when combined with other personal or identifying information which is linked or linkable to a specific individual, such as date and place of birth, mother’s maiden name, etc.”

  What can be considered personally identifiable information (PII) ? Some PII examples :

  • Full name/usernames
  • Home address/mailing address
  • Email address
  • Credit card numbers
  • Date of birth
  • Phone numbers
  • Login details

  • Precise locations
  • Account numbers
  • Passwords
  • Security codes (including biometric records)
  • Personal identification numbers
  • Driver license number
  • Get a more comprehensive list here

  What’s non-PII ?

  Anonymous information, or information that can’t be traced back to an individual, can be considered non-PII.

  Who is affected by the exploitation of PII ?

  Anyone can be affected by the exploitation of personal data, where you have identity theft, account fraud and account takeovers. When websites resort to illegally selling or sharing your data and compromising your privacy, the fear is falling victim to such fraudulent activity. 

  PII can also be an issue when employees have access to the database and the data is not encrypted. For example, anyone working in a bank can access your accounts ; anyone working at Facebook may be able to read your messages. This shows how privacy breaches can easily happen when employees have access to PII.

  Website owner’s responsibility for data privacy (PII and analytics)

  To respect your website visitor’s privacy, best practice is to avoid collecting PII whenever possible. If you work in an industry which requires people to disclose personal information (e.g. healthcare, security industries, public sector), then you must ensure this data is collected and handled securely. 

  

  The US National Institute of Standards and Technology states : “The likelihood of harm caused by a breach involving PII is greatly reduced if an organisation minimises the amount of PII it uses, collects, and stores. For example, an organisation should only request PII in a new form if the PII is absolutely necessary.” 

  How you’re held accountable remains up to the privacy laws of the country you’re doing business in. Make sure you are fully aware of the privacy and data protection laws that relate specifically to you. 

  To reduce the risk of privacy breaches, try collecting as little PII as you can ; purging it as soon as you can ; and making sure your IT security is updated and protected against security threats. 

  If you’re using data collection tools like web analytics, data may be tracked through features like User ID, custom variables, and custom dimensions. Sometimes they are also harder to identify when they are present, for example, in page URLs, page titles, or referrers URLs. So make sure you’re optimising your web analytics tools’ settings to ensure you’re asking your users for consent and respecting users’ privacy.

  If you’re using a GDPR compliant tool like Matomo, learn how you can stop processing such personal data

  PII, GDPR and businesses in the US/EU

  Because PII is broad, you may run into confusion when considering PII and GDPR (which applies in the EU). The General Data Protection Regulation (GDPR) provides more safeguards for user privacy.

  GDPR grants people in the EU more rights concerning their “personal data” (more on PII vs personal data below). In the EU the GDPR restricts the collection and processing of personal data. The repercussions are severe penalties and fines for privacy infringements. Businesses are required to handle this personal data carefully. You can be fined up to 4% of their yearly revenue for data breaches or non-compliance. 

  

  Although there isn’t an overarching data protection law in the US, there are hundreds of laws on both the federal and state levels to protect the personal data of US residents. US Congress has also enacted industry-specific statutes related to data privacy, and the state of California passed the California Consumer Privacy Act. 

  To be on the safe side, if you are using analytics, follow matters relating to “personal data” in the GDPR. It’s all-encompassing when it comes to protecting user privacy. GDPR rules still apply whenever an EU citizen visits any non EU site (that processes personal data).

  Personally identifiable information (PII) vs personal data

  PII and “personal data” aren’t used interchangeably. All personal data can be PII, but not all PII can be defined as personal data.

  The definition of “personal data” according to the GDPR :

  

  This means “personal data” encompasses a greater number of identifiers which include the online sphere. Examples include : IP addresses and URL names. As well as seemingly “innocent” data like height, job position, company etc. 

  What’s considered personal data depends on the context. If a piece of information can be combined with others to establish someone’s identity then that can be considered personal data. 

  Under GDPR, when processing personal data, you need explicit consent. You need to ensure you’re compliant according to GDPR definitions of “personal data” not just what’s considered “PII”.

  How Matomo deals with PII and personal data

  Although Matomo Analytics is a web analytics software that tracks user activity on your website, we take privacy and PII very seriously – on both our Cloud and On-Premise offerings. 

  If you’re using Matomo and would like to know how you can be fully GDPR compliant and protect user privacy, read more :
  

  • Learn how to not process any personally identifiable information – Anonymise IP addresses, user IDs, and order IDs
  • Matomo protects user privacy by talking the talk and walking the walk
  • Stay ahead of the GDPR with a privacy-respecting analytics platform
  • 11 ways Matomo helps you protect your visitor’s privacy

  Disclaimer

  We are not lawyers and don’t claim to be. The information provided here is to help give an introduction to issues you may encounter when dealing with PII. We encourage every business and website to take data privacy seriously and discuss these issues with your lawyer if you have any concerns. 

  Additional resources :

  • https://www.consumeraffairs.com/finance/identity-theft-statistics.html#identity-theft-trends-in-2019
  • https://ec.europa.eu/info/law/law-topic/data-protection_en
  • https://iclg.com/practice-areas/data-protection-laws-and-regulations/usa
  • https://www.csoonline.com/article/3215864/how-to-protect-personally-identifiable-information-pii-under-gdpr.html
  • https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/key-definitions/what-is-personal-data/

• How to Choose a GDPR Compliant Web Analytics Solution

  2 mars 2022, par Matthieu Aubry — Privacy

  Since the launch of GDPR, one big question has lingered around with uncertainty – is Google Analytics GDPR compliant ? The current GDPR enforcement trend happening across the EU is certainly shedding some light on this question.

  Starting with the Austrian Data Protection Authority’s ruling on Google Analytics and more recently, CNIL (the French Data Protection Authority) has followed suit by also ruling Google Analytics illegal to use. Organisations with EU-based web visitors are now scrambling to find a compliant solution.

  The French Data Protection Authority (CNIL) has already started delivering formal notices to websites using Google Analytics, so now is the time to act. According to CNIL, organisations have two options :

  1. Ceasing use of the Google Analytics functionality (under the current conditions) 
  2. Use a compliant web analytics tool that does not transfer data outside the EU

  Getting started 

  For organisations considering migrating to a compliant web analytics tool, I’ve outlined below the things you need to consider when weighing up compliant web analytics tools. Once you’ve made a choice, I’ve also included a step-by-step guide to migrating away from Google Analytics. This guide is useful regardless of which GDPR compliant analytics provider you choose.

  Before getting started, I recommend that you document your findings against the following considerations while reviewing GDPR compliant Google Analytics alternatives. This document can then be shared with your Data Protection Officer (DPO) to get their final recommendation.

  10 key considerations when selecting a GDPR compliant web analytics tools

  Many tools will claim to be GDPR compliant so it’s important that you do your due diligence and review tools against the following considerations. 

  1. Where does the tool store data ? 

  The rulings in France and Austria were based on the fact that Google Analytics stores data in the US, which does not have an adequate level of data protection. Your safest option is to find a tool that legally stores data in the EU.

  You should be able to find out where the data is stored in the organisation’s privacy policy. Generally, data storage information can be found under sections titled “Subprocessors” and “Third-party services”. Check out the Matomo Privacy Policy as an example. 

  If you’re unable to easily find this information or it’s unclear, reach out to the organisation for more information.

  2. Does the tool offer anonymous tracking ?

  Anonymous tracking comes with many benefits, including :

  • The ability to track visitors without a cookie consent screen. Due to the privacy-respecting aspect of cookieless tracking, you don’t need to worry about the extra steps involved with compliant cookie banners.
  • More accurate data. When visitors deny tracking cookies, you lose out on valuable data. With anonymous tracking there is no data lost as you don’t need consent to track.
  • Simplified GDPR compliance. With this enabled, there are fewer steps you need to take to get GDPR compliant and stay GDPR compliant.

  For those reasons, it may be important for you to select a tool that offers anonymous tracking functionalities. The level of anonymous tracking you require will depend on your situation but you should look out for tools that allow you to :

  • Disable fingerprinting 
  • Disable user profiles 
  • Anonymise data
  • Cookieless tracking

  If you want to read more about data anonymization, check out this guide on data anonymization in web analytics.

  3. Does the tool integrate with my existing tech stack ?

  You’ll want to ensure that a new web analytics tool will play well with other tools in your tech stack including things like your CMS (content management system), eCommerce shop, etc. You should list out all the existing tools that currently integrate with your Google Analytics and check that the same integrations can be re-created with the new tool, via integrations or APIs.

  If not, it could become costly trying to connect your existing tech stack to a new solution.

  4. Does the tool offer the same features and insights you are currently using in Google Analytics ? Or more, if necessary ? 

  Just because you are moving to a new web analytics platform, doesn’t mean you have to give up the insights, reports and features you’ve grown accustomed to with Google Analytics. Ensuring that a new platform provides the same features and reports that you value the most will result in a smoother transition away from Google Analytics.

  It’s unlikely that a new tool will have all of the same features as Google Analytics, so I’d recommend listing out and prioritising your business-critical features and reports. 

  If I had to guess, you probably set up Google Analytics years ago because it was the default option. Now is your chance to make the most of this switch from Google Analytics and find a tool that offers additional reports and features that better aligns with your business. If time permits, I’d highly recommend that you consider other features or reports that you might have been missing out on while using Google Analytics.

  Check out this comparison of Google Analytics vs Matomo to see side-by-side feature comparison.

  5. Does the tool accept Google Analytics data imports ? 

  The historical data in Google Analytics is a critical asset for many businesses. Fortunately, some tools accept Google Analytics data imports so you don’t lose all of the data you’ve generated over time.

  However, it’s important to note that any data you import from Google Analytics to a new tool needs to be compliant data. I’ll cover this more below.

  6. Does the tool provide conversion tracking exports ? 

  Do you invest in paid advertising ? If you do, then tracking the conversions from people clicking on these paid ads is critical in assessing your return on investment. Since sending IP addresses or other personal information to the US is illegal under GDPR, we can only assume that this will also apply to advertising pixel/conversion tracking (e.g., Facebook pixel, Google Ads conversion tracking, etc). 

  As an example, Matomo offers conversion tracking exports so you can get a better understanding of ad performance while meeting privacy laws and without requiring consent from users. See how it works with Matomo’s conversion tracking exports. 

  7. How will you train up your in-house team ? Or can you hire a contractor ?

  This is a common concern of many, and rightfully so. You’ll want to confirm what resources are readily available so you can hit the ground running with your new web analytics tool. If you’d prefer to train up your in-house team, check the provider’s site for training resources, videos, guides, etc.

  If you’d rather hire an external contractor, we recommend heading to LinkedIn, reaching out to your community or asking the provider if they have any recommendations for contractors.

  In addition, check that the provider offers technical support or a forum, in case you have specific questions and need help.   

  8. Does the tool offer self-hosting ? (optional)

  For organisations that want full control over their data and storage location, an on-premise web analytics tool will be the preferred option. From a GDPR perspective, this is also the easiest option for compliance.

  Keep in mind that this requires resources, regular maintenance, technical knowledge and/or technical consultants. If you’re unsure which option is best for your organisation, check out our on-premise vs cloud web analytics comparison breakdown.

  Find out more about self-hosting Matomo.

  9. Is the tool approved by the CNIL for tracking without consent ?

  This is an important step for websites with French users. This step will help narrow down your selection of tools. The CNIL offers a programme to identify web analytics solutions that can be used without tracking consent. The CNIL’s list of recommended web analytics tools can act as your starting point for solutions to review.

  While this step is specific to sites with French users, it can also be helpful for websites with visitors from any other EU country.

  Benefits of consent-free tracking

  There are many benefits of tracking without consent.
  

  For one, it simplifies GDPR compliance and reduces the chances of GDPR breaches and fines. Cookie consent screens have recently been the target for EU Data Protection Authorities because many websites are unknowingly serving cookie consent screens that do not meet GDPR requirements. 

  Yet another benefit, and quite possibly the most important is more accurate data. Even if a website displays a user-friendly, lawful consent screen, the majority of users will either ignore or reject cookie consent. Legally website owners can’t track anything unless the visitor gives consent. So not having a cookie consent screen ensures that every visit is tracked and your web analytics data is 100% accurate. 

  Lastly, many visitors have grown fatigued and frustrated with invasive cookie consent screens. Not having one on your site creates a user-friendly experience, which will likely result in longer user sessions and lower bounce rates.

  10. Does the tool offer a Data Processing Agreement (DPA) ? 

  Technically, any GDPR compliant web analytics tool should offer a DPA but for the sake of completeness, I’ve added this as a consideration. Double check that any tools you are looking at provide this legally binding document. This should be located in the Privacy Policy of the web analytics provider, if not reach out to request it.

  As an example, here’s Matomo’s Data Processing Agreement which can be found in our Privacy Policy under Subprocessors. 

  That wraps up the key considerations. When it comes to compliance, privacy and customer data, Matomo leads the way. We are looking forward to helping you achieve GDPR compliance easily. Start your free 21-day trial of Matomo now – no credit card required.

  Try Matomo Cloud

  A step-by-step guide to migrating from Google Analytics

  Once you’ve identified a tool that suits your needs and your Data Protection Officer (DPO) has approved, you’re ready to get started. Here’s a simple step-by-step guide with all the important steps for you to follow :

  1. Before getting started, you should sign or download the Data Processing Agreement (DPA) offered by your new web analytics provider.

  2. Register for the new tool and configure it for compliance. The provider should offer guides on how to configure for GDPR compliance. This will include things like giving your users an easy way to opt-out of all tracking, turning on cookieless tracking or asking users for consent and anonymizing data and IP addresses, for instance.

  3. Inform your organisation about the change. Whether your colleagues use the tool or not, it’s important that you share information about the new tool with your staff. Let them know what the tool will be used for, who will use the tool and how it complies with GDPR. 

  4. Let your DPO know that you’ve removed Google Analytics and have implemented the new tool.

  5. Update your records of processing activities to include the new tool.

  6. Update your privacy policy. You’ll need to include details about the web analytics provider, where the data is stored, what data is being collected, how long the data will be stored and why the data is being collected. The web analytics tool should readily have this information for you.

  As an example, if you decide to use Matomo as your web analytics tool, we provide a Privacy Policy template for you to use on your site and a guide on how to complete your privacy policy under GDPR with Matomo. Note that these are only applicable if you are using Matomo.

  In addition, if the tool has an opt-out feature, you will also need to put the opt-out into the privacy policy (e.g., when using cookieless tracking).

  7. Now, the exciting part. Add the tracking code to your site by following the steps provided by the web analytics tool. 

  If you’re not comfortable with this step, the provider should offer steps to do this and you can share this with your web developer.

  8. Once added, login to your tool and check to see if traffic is being tracked.

  9. If your tool does not offer Google Analytics data imports or you do not need the historical data in your new tool, go to step 11. 

  To plan for your Google Analytics data migration, you’ll first need to establish what historical data is compliant with GDPR.

  For example, you shouldn’t import any data stored beyond the retention period established in your Privacy Policy or any personally identifiable information (PII) like IP addresses that aren’t anonymised. Discuss this further with your DPO.

  10. Once you’ve established what data you can legally import, then you can begin the import. Follow the steps provided by your new web analytics solution provider.

  11. Remove Google Analytics tracking code from your site. This will stop the collection of your visitors data by Google as well as slightly increase the page load speed.

  If you still haven’t made a choice yet, try Matomo free for 21-days and see why over 1 million websites choose Matomo.