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• How to measure the performance of a newsletter (or any email) with Matomo

  19 décembre 2017, par InnoCraft

  To be able to grow your business, it is crucial to track all your marketing efforts. This includes all newsletters and emails that you share with people outside of your business. Otherwise, you won’t be able to know which of your daily efforts are yielding results.

  Are you wondering if it is possible to track the performance of an emailing campaign in Matomo (Piwik) efficiently ? Would you like to know if it is technically easy ? No worries, here is a “How to” tutorial showing you how easily you can track an emailing in Matomo properly.

  Different tracking levels for different needs

  There are many things that you may be interested to track, for example :

  

  1. How many users opened your email
  2. How many users interacted with the links in your email
  3. How many users interacted on your website through your email

  Let’s have a look at each of these levels.

  Step 1 – Tracking email and newsletter openings in Matomo

  Tracking email openings requires to add an HTML code to your newsletter. It works through what we call a tracking pixel, a tiny image of 1×1 that is transparent so the user will not be able to see it.
  In order to install it, here is an example of what this code looks like :

  <img src="https://piwik.example.com/piwik.php?idsite=YOUR_PIWIK_WEBSITE_ID&rec=1&bots=1&url=https%3A%2F%2Fexample.com%2Femail-opened%2Fnewsletter_XYZ&action_name=Email%20opened&_rcn=internal%20email%20name&_rck=newsletter_XYZ" style="border:0;” alt="" />

  The Matomo tracking pixel explained

  The above URL is composed of the following URL parameters which are part of our Tracking API :

  • idsite : Corresponds to the ID of the website you would like to track.
  • rec : You need to have rec=1 in order for the request to be actually recorded.
  • bots : Set it to 1 to include all the connections made to this request, bots included.
  • url : corresponds to the URL you would like to display in Matomo (Piwik) every time the email is opened.
  • action_name : This is the page name you would like to be tracked when the email is opened.
  • _rcn : The name you would like to give to your campaign.
  • _rck : The keyword you may like to use in order to summarize the content of your newsletter.

  You may have noticed some special characters here such as “%20”, “%2F”. That’s because the URL is encoded. We strongly recommend you to do so in order for your tracking not to break. Many tools are available on the web in order to encode your URLs such as https://www.urlencoder.org/.

  If you would like to access the previous tracking code easily, keep in mind that you can always find the tracking code generator within the “Matomo admin panel → Tracking code” :

  

  You can find more information about it on our guide at : How do I track how many users open and read my newsletter emails (using a pixel / beacon) ?

  As a result, the information will be pushed as following for any user who opens your email :

  

  To not bias your regular page views on your website with newsletter openings, we recommend tracking newsletter openings into a new website.

  Tracking even more data : the user ID example

  You can go deeper in your URL tracking by inserting other parameters such as the user id if you have this information within your emailing database. One of the main benefit of tracking the User ID is to connect data across multiple devices and browsers for a given user.

  You only need to add the following parameter &uid=XXX where XXX equals the dynamic value of the user ID :

  

  Make sure that UID from your emailing provider is the same as the one used on your website in order for your data to be consistent.

  Important note : some email providers are loading email messages by default which results in an opening even if the user did not actually open the email.

  Step 2 – Measure the clicks within your emailing

  Tracking clicks within an email lets you know with which content readers interacted the most. We recommend tracking all links in all your emails as a campaign, whether it is a newsletter, a custom support email, an email invoice, etc. You might be surprised to see which of your emails lead to conversions and if they don’t, try to tweak those emails, so they might in the future.

  Tracking clicks This works thanks to URL campaign tracking. In order to perform this action, you will need to add Matomo (Piwik) URL parameters to all your existing link URLs :

  • Website URL : for example “www.your-website.com”.
  • Campaign name : for example “pk_campaign=emailing”. Represents the name you would like to give to your campaign.
  • Campaign keyword : for example “pk_keyword=name-of-your-article”. Represents the name you would like to give to your content.
  • Campaign source : for example “pk_source=newsletter”. Represents the name of the referrer.
  • Campaign medium : for example “pk_medium=email”. Represents the type of referrer you are using.
  • Campaign content : for example “pk_content=title”. Represents the type of content.

  You can find more information about campaign url tracking in our “Tracking marketing campaigns with Matomo” guide.

  Here is a sample showing you how you can differentiate some links in a newsletter, all pointing to the same URL :

  

  Once you have added these URL parameters to each of your link, Matomo (Piwik) will clearly indicate the referrer of this specific campaign when a user clicks on a link in the newsletter and visits your website.

  Important note : if you do not track your campaigns, it will result in a bad interpretation of your data within Matomo (Piwik) as you will get webmail services or direct entries as referrer instead of your newsletter campaign.

  Step 3 – Measure emailing performances on your website

  Thanks to Matomo (Piwik) URL campaign parameters, you can now clearly identify the traffic brought through your emailing. You can now specifically isolate users who come from emails by creating a segment :

  

  Once done, you can either have a look at each user specifically through the visitor log report or analyze it as a whole within the rest of the reports.

  You can even measure your return on investment directly if goals have been defined. In order to know more about how to track goals within Matomo (Piwik).

  Did you like this article ?

  If you enjoyed reading this article, do not hesitate to share it around you. Moreover, if there are any topics you would like to write us about in particular, just drop us an email and we will be more than happy to write about it.

  The post How to measure the performance of a newsletter (or any email) with Matomo appeared first on Analytics Platform - Matomo.

• Use Google Analytics and risk fines, after CJEU ruling on Privacy Shield

  27 août 2020, par Joselyn Khor — Privacy
  EU websites using Google Analytics and Facebook are being targeted by European privacy group noyb after the invalidation of the Privacy Shield. They filed a complaint against 101 websites for continuing to send data to the US. 

  “A quick analysis of the HTML source code of major EU webpages shows that many companies still use Google Analytics or Facebook Connect one month after a major judgment by the Court of Justice of the European Union (CJEU) - despite both companies clearly falling under US surveillance laws, such as FISA 702. Neither Facebook nor Google seem to have a legal basis for the data transfers.”

  

  The Privacy Shield previously allowed for EU data to be transferred to the US. However, this was invalidated by the Court of Justice of the European Union (CJEU) on July 16, 2020. The CJEU deemed it illegal for any websites to transfer the personal data of European citizens to the US. 

  They also made it clear in a press release that “data subjects can claim compensation for inadmissible data exports (marginal no. 143 of the judgment). This should in particular include non-material damage (“compensation for pain and suffering”) and must be of a deterrent amount under European law.” Which puts extra financial pressure on websites to take the new ruling seriously.

  Immediate action is required after Google Privacy Shield invalidation

  The Berlin Commissioner for Data Protection and Freedom of Information therefore calls on all those responsible under its supervision to observe the decision of the ECJ [CJEU]. Those responsible who transfer personal data to the USA - especially when using cloud services - are now required to immediately switch to service providers in the European Union or in a country with an adequate level of data protection.

  As the ruling is effective immediately, there’s a pressing need for websites using Google Analytics to act, or face getting fined.

  What does this mean for you ?

  If you’re using Google Analytics the safest bet is to stop using it immediately. 

  "Neither Google Analytics nor Facebook Connect are necessary for the operation of these websites and could therefore have been replaced or at least deactivated in the meantime."

  If you still need to use it, then you’ll need to inform your visitors via a clear consent screen. This banner needs to make clear their personal data will be sent to the US, and to educate them about any potential risk related to this. They will then need to explicitly agree to this. 

  Another downside of cookie consent screens is that you may also suffer a damaging loss of visitors. After implementing cookie consent best practices, the UK’s data regulator the Information Commissioner’s Office (ICO) found a 90% drop in traffic, “implying a ninety percent drop in opt-in rates.”

  With an acceptance rate for such consent screens being lower than 10% your analytics becomes guesswork rather than science. 

  Looking for a privacy-respecting alternative to Google Analytics ?

  Privacy compliant Matomo Analytics is one of the best Google Analytics alternatives availalble. 

  With Matomo you’re able to continue using analytics without facing the wrath of both the GDPR and the CJEU. Matomo On-Premise lets you choose where your data is stored, so you can ensure no data is processed in the US. 

  Matomo is privacy-friendly and can be tweaked to comply with all privacy laws. Including the GDPR, HIPAA, CCPA and PECR. The benefits of this include : not needing to use tracking or cookie consent screens (like with GA) ; and avoiding fines because no personal data is collected. You also get 100% accurate data and the ability to protect your user’s privacy.

  Download Matomo

  

  Is your EU business at risk of being fined for using Google Analytics ?

  Email

  Get our assessment guide

• Enhanced Privacy Control : Matomo’s Guide for Consent Manager Platform Integrations

  13 février, par Alex Carmona — Development, Latest Releases

  In today’s digital landscape, protecting user privacy isn’t just about compliance—it’s about building trust and demonstrating respect for user choices. Even though you can use Matomo without requiring consent when properly configured in compliance with privacy regulations, we’re excited to introduce a new Consent Manager Platforms (CMP) category on our Integrations page to make it easier than ever to implement privacy-respecting analytics.

  What’s a consent manager platform ?

  A Consent Management Platform (CMP) is a tool that helps websites collect, manage, and store user consent for data tracking and cookies in compliance with privacy regulations like GDPR and CCPA. A CMP allows users to choose which types of data they want to share, ensuring transparency and respecting their privacy preferences. By integrating a CMP with Matomo, organisations can make sure that analytics tracking occurs only after obtaining explicit user consent.

  

  Remember, you can configure Matomo to remain fully GDPR compliant, without requiring user consent.

  Why consent management matters

  With privacy regulations reshaping data collection practices daily, organisations need to ensure that analytics data is gathered only after users have explicitly given their consent. Integrating Matomo with a Consent Management Platform helps you :

  • Strengthen regulatory compliance
  • Enhance user trust through transparency
  • Clearly document consent choices
  • Simplify privacy management

  By making consent management seamless, you can maintain compliance while delivering a privacy-first experience to your users.

  Introducing our CMP integration options

  We’ve carefully curated integrations with leading Consent Management Platforms that work seamlessly with Matomo Analytics and Matomo Tag Manager. Our supported platforms include :

  

  Supported consent management platforms

  • Osano – Comprehensive consent management with global regulation support
  • Cookiebot – Advanced cookie consent and compliance automation
  • CookieYes – User-friendly consent management solution
  • Tarte au Citron – Open-source consent management tool
  • Klaro – Privacy-focused consent management system
  • OneTrust – Enterprise-grade privacy management platform
  • Complianz for WordPress – Specialised WordPress consent solution

  Each platform provides unique features and compliance options, allowing you to select the best fit for your privacy needs.

  Getting started with simplified implementation

  Ready to enhance your privacy compliance ? We’ve made the integration process straightforward, so you can set up a privacy-compliant analytics environment in just a few steps. Here’s how to begin :

  1. Explore our new CMP category on the Integrations page
  2. Select and implement the CMP that best suits your needs
  3. Check our implementation guides for step-by-step instructions
  4. Configure your consent management settings in Matomo
  5. Start collecting analytics data with proper consent management

  Moving Forward

  As privacy regulations evolve and user expectations around data protection grow, proper consent management is more important than ever. With Matomo’s new CMP integrations, you can ensure compliance while maintaining full control over your analytics data.

  Visit our Integrations page and our Implementation guides today to explore these privacy-enhancing solutions and take the next step in your privacy-first analytics journey.