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• Top Conversion Metrics to Track in 2024

  22 janvier 2024, par Erin

  2023 boasts  2.64 billion online shoppers worldwide ; that’s more than a third of the global population. With these numbers on an upward trajectory in 2024, conversion metrics are more important than ever to help marketers optimise the online shopping experience. 

  In this article, we’ll provide predictions for the most important conversion metrics you should keep track of in 2024. We’ll also examine how social media can make or break your brand engagement strategy. Keep reading to stay ahead of the competition for 2024 and gain tips and tricks for improving conversion performance.

  What are conversion metrics ?

  In technical terms, conversion metrics are the quantifiable measurements used to track the success of specific outcomes on a website or marketing campaign. Conversion metrics demonstrate how well your website prompts visitors to take desirable actions, like signing up for a newsletter, making a purchase, or filling out a form, for instance.

  Let’s say you’re running a lemonade stand, and you want to compare the number of cups sold to the number of people who approached your stand (your conversion rate). This ratio of cups sold to the total number of people can help you reassess your sales approach. If the ratio is low, you might reconsider your approach ; if it’s high, you can analyse what makes your technique successful and double down.

  

  In 2023, we saw the average conversion rate for online shopping grow by 5.53% compared to the previous year. An increase in conversion rate typically indicates a higher percentage of website visitors converting to buyers. It can also be a good sign for marketing teams that marketing campaigns are more effective, and website experiences are more user-friendly than the previous year. 

  Conversion metrics are a marketers’ bread and butter. Whether it’s through measuring the efficacy of campaigns, honing in on the most effective marketing channels or understanding customer behaviour — don’t underestimate the power of conversion metrics. 

  Conversion rate vs. conversion value 

  Before we dive into the top conversion metrics to track in 2024, let’s clear up any confusion about the difference between conversion rate and conversion value. Conversion rate is a metric that measures the ratio of website visitors/users who complete a conversion action to the total number of website visitors/users. Conversion rates are communicated as percentages.

  A conversion action can mean many different things depending on your product or service. Some examples of conversion actions that website visitors can take include : 

  • Making a purchase
  • Filling out a form
  • Subscribing to a newsletter
  • Any other predefined goal

  Conversion rate is arguably one of the most valuable conversion metrics if you want to pinpoint areas for improvement in your marketing strategy and user experience (UX).

  A good conversion rate completely depends on the type of conversion being measured. Shopify has reported that the average e-commerce conversion rate will be 2.5%-3% in 2023, so if you fall anywhere in this range, you’re in good shape. Below is a visual aid for how you can calculate conversion rate depending on which conversion actions you decide to track :

  

  Conversion value is also a quantifiable metric, but there’s a key difference : conversion value assigns a numerical value to each conversion based on the monetary value of the completed conversion action. Conversion value is not calculated with a formula but is assigned based on revenue generated from the conversion. Conversion value is important for calculating marketing efforts’ return on investment (ROI) and is often used to allocate marketing budgets better. 

  Both conversion rate and conversion value are vital metrics in digital marketing. When used in tandem, they can provide a holistic perspective on your marketing efforts’ financial impact and success. 

  9 important conversion metrics to track in 2024

  Based on research and results from 2023, we have compiled this list of predictions for the most important metrics to track in 2024. 

  

  1. Conversion rate 

  To start things out strong, we’ve got the timeless and indispensable conversion rate. As we discussed in the previous section, conversion rate measures how successfully your website convinces visitors to take important actions, like making purchases or signing up for newsletters. 

  An easy-to-use web analytics solution like Matomo can help in tracking conversion rates. Matomo automatically calculates conversion rates of individual pages, overall website and on a goal-by-goal basis. So you can compare the conversion rate of your newsletter sign up goal vs a form submission goal on your site and see what is underperforming and requires improvement.

  

  In the example above in Matomo, it’s clear that our goal of getting users to comment is not doing well, with only a 0.03% conversion rate. To improve our website’s overall conversion rate, we should focus our efforts on improving the user commenting experience.

  For 2024, we predict that the conversion rate will be just as important to track as in 2023. 

  2. Average visit duration

  This key metric tracks how long users spend on your website. A session typically starts when a user lands on your website and ends when they close the browser or have been inactive for some time ( 30 minutes). Tracking the average visit duration can help you determine how well your content captures users’ attention or how engaged users are when navigating your website. 

  Average Visit Duration = Total Time Spent / Number of Visits

  

  Web analytics tools like Matomo help in monitoring conversion rate metrics like average visit duration. Timestamps are assigned to each interaction within a visit, so that average visit duration can be calculated. Analysing website visit information like average visit duration allows you to evaluate the relevance of your content with your target audience. 

  3. Starter rate

  If your business relies on getting leads through forms, paying attention to Form Analytics is crucial for improving conversion rates. The “starter rate” metric is particularly important—it indicates the number of who people start filling out the form, after seeing it. 

  When you’re working to increase conversion rates and capture more leads, keeping an eye on the starter rate helps you understand where users might encounter issues or lose interest early in the form-filling process. Addressing these issues can simplify the form-filling experience and increase the likelihood of successful lead captures.

  Try Matomo for Free

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

  Start for free

  No credit card required

  Concrete CMS tripled their leads using Form Analytics in Matomo—see how in their case study.

  4. Bounce rate

  Bounce rate reflects the percentage of visitors who exit your site after interacting with a single page. Bounce rate is an important metric for understanding how relevant your content is to visitors or how optimised your user experience is. A high bounce rate can indicate that visitors are having trouble navigating your website or not finding what they’re looking for. 

  Matomo automatically calculates bounce rate on each page and for your overall website.

  

  Bounce Rate = (# of Single-Page Sessions / Total # of Sessions) * 100

  5. Cost-per-conversion

  This metric quantifies the average cost incurred for each conversion action (i.e., sale, acquired lead, sign-up, etc.). Marketers use cost-per-conversion to assess the cost efficiency of a marketing campaign. You want to aim for a lower cost-per-conversion, meaning your advertising efforts aren’t breaking the bank. A high cost-per-conversion could be acceptable in luxury industries, but it often indicates a low marketing ROI. 

  Cost-per-Conversion = Ad Spend / # of Conversions

  By connecting your Matomo with Google Ads through Advertising Conversion Export feature in Matomo, you can keep tabs on your conversions right within the advertising platform. This feature also works with Microsoft Advertising and Yandex Ads.

  Try Matomo for Free

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

  Start for free

  No credit card required

  6. Average order value (AOV)

  AOV is a conversion metric that calculates the average monetary value of each order. AOV is crucial for helping e-commerce businesses understand the value of their transactions. A high AOV means buyers spend more per transaction and could be more easily influenced by upselling or cross-selling. Low AOV isn’t necessarily bad — you can compensate for a low AOV by boosting transaction volume. 

  

  AOV = Total Revenue / Total # of Orders 

  Matomo automatically tracks important e-commerce metrics such as AOV, the percentage of visits with abandoned carts and the conversion rate for e-commerce orders.

  7. Exit rate

  Exit rate measures the percentage of visitors who leave a specific webpage after viewing it. Exit rate differs from bounce rate in that it focuses on the last page visitors view before leaving the site. A high exit rate should be examined to identify issues with visitors abandoning the specific page. 

  Exit Rate = (# of Exits from a Page / Total # of Pageviews for that Page) * 100

  

  In the Matomo report above, it’s clear that 77% of visits to the diving page ended after viewing it (exit rate), while 23% continued exploring. 

  On the other hand, our products page shows a lower exit rate at 36%, suggesting that more visitors continue navigating through the site after checking out the products.

  How to improve your conversion performance 

  If you’re curious about improving your conversion performance, this section is designed to guide you through that exact process.

  

  Understand your target audience and their behaviour

  You may need to return to the drawing board if you’re noticing high bounce rates or a lack of brand engagement. In-depth audience analysis can unveil user demographics, preferences and behaviours. This type of user data is crucial for building user personas, segmenting your visitors and targeting marketing campaigns accordingly.

  You can segment your website visitors in a number of web analytics solutions, but for the example below, we’ll look at segmenting in Matomo. 

  

  In this instance, we’ve segmented visitors by mobile users. This helps us see how mobile users are doing with our newsletter signup goal and identify the countries where they convert the most. It also shows how well mobile users are doing with our conversion goal over time.

  It’s clear that our mobile users are converting at a very low rate—just 0.01%. This suggests there’s room for improvement in the mobile experience on our site.

  Optimise website design, landing pages, page loading speed and UX

  A slow page loading speed can result in high exit rates, user dissatisfaction and lost revenue. Advanced web analytics solutions like Matomo, which provides heatmaps and session recordings, can help you find problems in your website design and understand how users interact with it.

  Making a website that focuses on users and has an easy-to-follow layout will make the user experience smooth and enjoyable.

  Try Matomo for Free

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

  Start for free

  No credit card required

  Create compelling calls-to-action (CTA)

  Research shows that a strategically placed and relevant CTA can significantly increase your revenue. CTAs guide prospects toward conversion and must have a compelling and clear message. 

  You can optimise CTAs by analysing how users interact with them — this helps you tailor them to better resonate with your target audience. 

  A/B testing

  A/B testing can improve your conversion performance by allowing you to experiment with different versions of a web page. By comparing the impact of different web page elements on conversions, you can optimise your website with confidence. 

  Key conversion metrics takeaways

  Whether understanding user behaviour to develop a more intuitive user experience or guessing which marketing channel is the most effective, conversion metrics can be a marketer’s best friend. Conversion metrics help you save time, money and headaches when making your campaigns and website as effective as possible. 

  Make improving conversion rates easier with Matomo, a user-friendly all-in-one solution. Matomo ensures reliable insights by delivering accurate data while prioritising compliance and privacy.

  Get quality insights from your conversion metrics by trying Matomo free for 21 days. No credit card required.

• Different code(.java file) for different platform ?

  2 mars 2016, par AR792

  I have a code where image data is passed from bitmap to FFmpeg frame recorder and converted to a video. But i need to make small changes while running it on LG G3(armv7) from Asus zenfone 5(x86).

  Following are the class variables that create the issue :(declared under, class Main Activity)

  inputWidth = 1024 ;

  inputHeight = 650 ;

  Following is the method where the issue occurs :

   byte [] getNV21(int inputWidth, int inputHeight, Bitmap bitmap) {
  
  
  
      int [] argb = new int[inputWidth * inputHeight];
  
  
  
      bitmap.getPixels(argb, 0, inputWidth, 0, 0, inputWidth, inputHeight);
  
  
  
      byte [] yuv = new byte[inputWidth*inputHeight*3/2];
  
      encodeYUV420SP(yuv, argb, inputWidth, inputHeight);
  
  
  
      return yuv;
  
  }
  
  
  
  void encodeYUV420SP(byte[] yuv420sp, int[] argb, int width, int height) {
  
      final int frameSize = width * height;
  
  
  
      int yIndex = 0;
  
      int uvIndex = frameSize;
  
  
  
      int a, R, G, B, Y, U, V;
  
      int index = 0;
  
      for (int j = 0; j < height; j++) {
  
          for (int i = 0; i < width; i++) {
  
  
  
              a = (argb[index] & 0xff000000) >> 24; // a is not used obviously
  
              R = (argb[index] & 0xff0000) >> 16;
  
              G = (argb[index] & 0xff00) >> 8;
  
              B = (argb[index] & 0xff) >> 0;
  
  
  
              // well known RGB to YUV algorithm
  
              Y = ( (  66 * R + 129 * G +  25 * B + 128) >> 8) +  16;
  
              U = ( ( -38 * R -  74 * G + 112 * B + 128) >> 8) + 128;
  
              V = ( ( 112 * R -  94 * G -  18 * B + 128) >> 8) + 128;
  
  
  
              // NV21 has a plane of Y and interleaved planes of VU each sampled by a factor of 2
  
              //    meaning for every 4 Y pixels there are 1 V and 1 U.  Note the sampling is every other
  
              //    pixel AND every other scanline.
  
              yuv420sp[yIndex++] = (byte) ((Y < 0) ? 0 : ((Y > 255) ? 255 : Y));
  
              if (j % 2 == 0 && index % 2 == 0) {
  
                  yuv420sp[uvIndex++] = (byte)((V<0) ? 0 : ((V > 255) ? 255 : V));
  
                  yuv420sp[uvIndex++] = (byte)((U<0) ? 0 : ((U > 255) ? 255 : U));
  
              }
  
  
  
              index ++;
  
          }
  
      }
  
  }

  Working CODE :

  LG G3 :I can use the above variables at any place in the code to get the required output.
  Bitmap size returned = 2734200

  Asus Zenfone 5 : Except at creating the bitmap, I have to use everywhere else bitmap.getHeight() and bitmap.getWidth(), to get the required output.

  Surprisingly here Bitmap size returned = 725760 (So its not setting according to set bitmap parameters ?)

  INCORRECT CODE :

  LG G3 : IF i use bitmap.getHeight() and bitmap.getWidth(), i get java.lang.ArrayIndexOutOfBoundsException : length = 102354 , index = 102354. @getNV21 method

  Asus Zenfone 5 : If i use inputWidth , inputHeight i get
  java.lang.IllegalArgumentException : x + width must be <= bitmap.width() @getNV21 method

  How can i generalize the above code for both phones ?

• Matomo vs WP-Statistics – which web analytics plugin suits you best ?

  2 avril 2020, par Joselyn Khor — Analytics Tips, Plugins

  Due to the endless choices, you may be wondering which web analytics plugin (GA, Slimstat or WP-Statistics) to choose from on the WordPress directory. If the choice is between WP-Statistics and Matomo for WordPress, we’ve got you covered. Have a look at which could be the best option for you. Our team tested the WP-Statistics plugin to see how it compares. It’s hard not to be biased, but we’ll try our best to give you a fair assessment.

  The main considerations in this article : 

  • General overview
  • General comparison
  • Similarities
  • Differences
  • Three notable feature category comparisons
  • Which tool suits you better ?

  General overview

  What’s Matomo Analytics for WordPress ?

  Matomo for WordPress is a free, privacy-friendly web analytics plugin that lets you understand website visitors and how they behave on your site. With comprehensive insights, you get the opportunity to increase conversions, and the know-how to improve your website. 

  It lets you undertake essential analysis by tracking information, such as, where visitors are coming from, what your most popular pages are, and how visitors are using your site.

  In addition to the fundamentals, the tool also allows for advanced tracking and analysis with features that give you a full understanding of behavioural patterns and website performance. This enables you to optimise your WordPress website to increase sales or engagement.

  It offers a complete analytics package with the bonuses of 100% data ownership, no data sampling, and GDPR compliance. 

  What’s WP-Statistics ?

  WP-Statistics is currently the most used self-hosted WordPress statistics plugin. It provides reports that let you analyse who your visitors are, where they’re coming from, and to an extent what they’re doing on your website.

  Like Matomo for WordPress, it gives you an understanding of your audience which helps you make decisions on how to improve your website for more conversions. 

  As it’s self-hosted on your own WordPress servers it can be seen as a privacy-friendly choice with a few tweaks (more on this below).

  Like Matomo for WordPress, it gives you an understanding of your audience which helps you make decisions on how to improve your website for more conversions. 

  General comparison

  Let’s compare the installation process and the dashboards that get installed in your WordPress.

  Installation

  Both Matomo and WP-Statistics are installed directly in your WordPress so you’ll be able to see your analytics reports right in your WordPress dashboard. You can install them both straight from the WordPress Directory.

  The installation process for both plugins is beginner-friendly. You simply need to find them on the WordPress directory, click on ‘Install Now’, and tracking should start immediately in your WordPress dashboard.

  Dashboard

  For the main Matomo platform you’ll see :

  • Visitors – Overview, Visits Log, Real-time, Real-time Map, Locations, Devices, Software, Times, User IDs, Custom Variables, User Type
  • Behaviour – Pages, Entry Pages, Exit Pages, Page titles, Site Search, Outlinks, Downloads, Events, Contents, Engagement, Transitions, Users Flow, Top Paths, Page Author, Page Location, Page Type, Crawling errors
  • Acquisition – Overview, All Channels, Search Engine & Keywords, Websites, Social Networks, Campaigns, Campaign URL Builder, Crawling overview
  • Ecommerce – Overview, Ecommerce Log, Products, Sales, Multi Attribution
  • Goals – Overview, Multi Attribution, Choose Goals, Manage Goals
  • These may be worded differently from WP-Statistics, but they show you all the information you need to know about your traffic, pages, etc.

  Previous

  Next

  In the dashboard for WP-Statistics you’ll see :

  • Overview, Hits, Online, Referrers, Search Words, Search Engines, Pages, Visitors, Categories, Tags, Authors, Browsers, Top Visitors Today
  • These are the only things you can see in the dashboard. So you can’t click into them for a drop down section to get deeper insights. 
  •  

  

  Key similarities between Matomo and WP-Statistics

  • Free to use
  • Self-hosted – All data collected is stored only within your own servers, no third parties have rights over your data, and logs or report data will never be sent to other servers. 
  • Beginner-friendly – Both offer simple reporting for people who are very much beginners and only want basic insights. With Matomo the advantage is also that you can get more details should you ever want/need to.

  Key differences between Matomo and WP-Statistics

  The main differences fall in these categories : features, privacy, documentation/support, security, active development, extensibility, price and ads.

  Features : 

  WP-Statistics – On a fundamental level, WP-Statistics is focused on simplicity and the basics. There are fewer reports than Matomo and they function on a level that suits beginners who are interested in seeing only the numbers of visitors on the website, and how often each page is viewed. 

  Matomo – provides an interface with similar simplicity. However, there is also a more feature-rich and more comprehensive user interface available. In addition to the basics, Matomo offers features like Goals, Ecommerce, in the free version which show a deeper level of insight. WP Statistics does not let you track essentials like Goals or Ecommerce.

  Privacy : 

  WP-Statistics – One of the concerns we wish to raise here is for data privacy. There doesn’t appear to be an opt-out option in WP-Statistics, which could be problematic for some privacy laws such as GDPR. There’s also no documentation on this.

  We were a bit concerned to see that WP-Statistics didn’t have IP anonymization enabled by default. Considering the IP address is personal data, it means you are not compliant with privacy laws such as the GDPR when you use this plugin unless you tweak the settings. They mentioned : “In previous versions, there was an option called Hash IP. When Hash IP was activated, the IP addresses wouldn’t be stored in the database, but instead, a unique hash would be used. In this new version, an option has been added to store IPs anonymously. This option is active by default.” However, when we installed this and tested it on multiple WordPress installations, this option was not active by default. 

  Matomo – has more measures in place to ensure privacy is respected, such as, opt-outs. Due to the stringent privacy features in place, Matomo is well equipped to ensure GDPR compliance. Matomo has an abundance of user guides and FAQs you can follow to configure your platform to fully comply with GDPR. There’s even an 12-step compliant checklist. The most compelling proof is that the leading voice on GDPR – The European Commission uses Matomo Analytics. 

  Documentation/Support : 

  WP-Statistics – has little documentation, FAQs, and no support.

  Matomo – has thousands of FAQs and user guides, as well as a dedicated support team and forum you can turn to for help. Should you ever run into any issue, this might be something important to consider.

  The contrast in support between WP-Statistics and Matomo for WordPress :

  

  

  Security :

  Matomo takes protecting your data very seriously. We have a security bounty programme giving security researchers money should they find any security issues. Matomo also performs a security review for every new release. We couldn’t find anything similar in WP-Statistics.

  Active development : 

  WP Statistics – doesn’t seem to have active development. The last change in this plugin was over three months ago (source : https://github.com/wp-statistics/wp-statistics/commits/master) and in general, only 10 people really contributed to it (source : https://github.com/wp-statistics/wp-statistics/graphs/contributors, the graphs shows little contributor activity.) 

  Matomo – has been built by hundreds of contributors (source : https://github.com/matomo-org/matomo/graphs/contributors), and is actively maintained by multiple developers including developers who work on this full time. This means you can rest assured that Matomo will be there for you in the future, it will receive regular improvements.

  Extensibility :

  WP-Statistics – have a section on their website offering customisation but for a price. 

  Matomo – should you want any changes and have some developer knowledge or some developers at hand, you can completely customise and extend Matomo for free. There are also one hundred additional plugins available for Matomo for free. 
  

  Price :

  The main WordPress plugins ‘WP Statistics‘ and ‘Matomo Analytics – Ethical Stats. Powerful Insights.‘ are both free.

  WP Statistics and Matomo also sell paid add-ons. However, WP-Statistics’ paid add-ons are ones already integrated in Matomo for free. These basic features are provided as the development team believe they’re necessities to a fully functional analytics platform. 

  Ads :

  WP Statistics shows you ads, whereas Matomo doesn’t.

  Three most notable feature category comparisons

  Both Matomo and WP-Statistics have basic tracking categories in the WP dashboard. In addition, Matomo has feature categories that can be expanded e.g. when clicked, Visitors drops down to reveal 11 more features. 

  We’ll compare three feature categories : Visitors, Behaviour, and Acquisitions.

  1. Visitors (WP-Statistics) vs Visitors (Matomo)

  Let’s dive into how each analytics platform provides insight into the visitors feature category.

  WP-Statistics

  

  WP-Statistics – We can see WP-Statistics gives you bare bones tracking capabilities so you don’t get a really detailed picture of your visitors. It allows you to monitor users currently online in real-time, which is useful to look at the most recent activity on your site. WP-Statistics doesn’t offer a dropdown section to see more about your visitor’s behavioural patterns. There is no Visitors category in WP-Statistics, just individual features in the dashboard but we can group three options together to compare with Matomo’s Visitors category, these are : Online, Browsers, Top Visitors Today.

  Matomo

  

  

  Comparison

  Matomo – In comparison, Matomo has a Visitors category with a dropdown list that lets you drill deeper into what your visitors are doing. It lets you evaluate every action an individual user has taken on your website which is compiled into a full historical profile. Matomo gives an in-depth view. E.g. you can look at individual visit logs, locations, and devices.

  This lets you see what the life-time journey of an active user looks like, or perhaps you want to see what a profile looks like for a user who comes back time-and-time again without ever purchasing ; there is no better way to gain insights to these journeys and this is why the Visitor Profiles feature is so widely used by Matomo users.

  2. Pages tracking (WP-Statistics) vs Behaviour (Matomo)

  For this comparison, WP-Statistics has a few features that can be combined to compare with Matomo’s Behaviour category. 

  WP-Statistics

  

  The Pages section in WP-Statistics gives a basic look at your most popular pages so you know which pages get more visits and those which aren’t performing. This helps with content improvement. You can also see other features in this Behaviour category like Browsers and Hits – these also provide basic stats to help you get a general sense of visitor behaviour. 

  Matomo

  

  Comparison :

  Matomo on the other hand has stats that go into greater detail. The features under the Behaviour section of the tool let you draw actionable conclusions e.g. seeing that a page has a higher exit rate than it’s supposed to, so you optimise that page to prevent people leaving and help them progress through your website. 

  Not only can you see popular pages, you can look at : which page people viewed first when they visited your website ; which page they left from ; what people search for on your site ; and see how people are flowing through pages. Most importantly you can see how each of these reports perform over time so you can improve engagement and conversions on your website.

  3. Referrers (WP-Statistics) vs Acquisition (Matomo)

  For this comparison, WP-Statistics has a few features that can be combined to compare with Matomo’s Acquisition category. 

  WP-Statistics

  

  WP-Statistics gives you Referrers, Search Words, and Search Engines. Which give a basic understanding of the channels that work best for you. This is helpful to know where to focus more of your attention.

  Matomo

  

  Comparison :

  With Matomo you see multiple layers of stats to understand how your acquisition channels are performing. So you can see tables of data that drill into visits, downloads, bounce rate, and newsletter sign ups. For example seeing that Facebook is the channel bringing in the most visitors to your site. This gives you a better sense of which acquisition strategy is working for your site. 

  Who suits WP-Statistics

  This is a great starter pack for people who want a lightweight, functional statistics plugin that gives you a basic overview of website hits and visitors. It’s very easy to use, so it’s great for beginners and those who want simple tracking. If you have basic goals for your website or blog’s success then WP-Statistics is enough for you to get numbers on visitors, page views, and hits, but won’t be suitable for a larger-scale business or organisation. 

  It’s suited for hobby websites, blogs, and freelancers who want simple, effective stats tracking, who don’t need detailed insights on site performance or tracking. 

  Who suits Matomo

  Matomo can be used for the same basic reporting, but has the capability for you to go deeper into more advanced reporting in a different UI if you need it. It’s an option that can work for a wider range of users – from beginners to analysts. There are features to suit all skill levels. This complete suite of features makes it a more comprehensive tool, as you can get more out of it. Ideal not only for bloggers and beginners, but also powerful enough to suit businesses, privacy-respecting organisations, and those who would benefit from conversion optimisation features. 

  You can draw insights from all stages of the customer journey – you’ll track behavioural patterns as soon as visitors enter your site, to their progression through your site, and ultimately to conversion and exit. It’s also an ethical choice because you get 100% data ownership. 

  If you’d like to look deeper into your data then Matomo would also be suitable for you. Matomo’s UI is lean, very easy to learn and shouldn’t overwhelm users in the way another tool like Google Analytics might do. If you think Matomo suits you best, you can install it for free now.

  Advantages of using Matomo

  Truly privacy-respecting

  There’s no messing about when it comes to privacy. As a lot of users are based in Europe, Matomo adheres to the strictest privacy laws and can be counted on as a privacy-respecting tool that’s used by many government entities. Needing to comply with major privacy laws (GDPR) in Europe means Matomo can proudly ensure users are making the ethical choice.

  GDPR compliance

  You mitigate the risks of getting caught out and fined for breaching GDPR regulations. There’s a complete list of documentation, guides, information, and tools to make sure you’re on the right side of GDPR. 

  All-rounder

  Matomo gives you a clearer picture of your visitors which helps you make better decisions for your website overall. The support and documentation is thorough which means you get more out of your Matomo experience.

  Conclusion

  Both tools will do you justice in terms of fundamental reporting, but Matomo Analytics will outshine if you want a greater understanding of your website and want to carry out deeper levels of analysis.

  You can draw useful insights with WP-Statistics so it has to be said that they are doing something right with an entry-level offering. The simplicity is great, but you won’t really get more than a basic idea of how your site is performing.

  On the flipside, this simplicity could also be a double-edged sword for WP-Statistics in that it’s too simplistic to draw actionable insights. If you’re wanting to know anything that could increase sales, conversions or subscribers – then you wouldn’t really get the reports to do so. 

  WP-Statistics also falls short when it comes to updates and support. So a major difference can be seen in support, active development, ads, security, documentation, which many people may think about until they’re in trouble and find they need these resources. Matomo offers support, continuous product development, and extensive documentation. There are also no ads, making it more enjoyable to use.

  One thing we’d like to raise awareness about is WP-Statistics’ claims of being privacy-respecting without much documentation to back up those claims. There is a lack of privacy features which could put some website owners at risk of non-compliance. Just be sure to check that you’ve carried out the steps to comply with the privacy laws in your country.

  Matomo makes it clear that privacy is essential as is compliance to privacy laws like GDPR. The strength also lies in the peace of mind you get from a tool that’s used by global privacy leaders such as the European Commission.