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• Privacy-friendly analytics : The benefits of an ethical, GDPR-compliant platform

  13 juin, par Joe

  Your visitors shouldn’t feel like you’re spying on them — even if you’re just trying to improve the user experience or track your marketing efforts. 

  While many analytics platforms make customers feel that way thanks to intrusive cookie consent banners and highly personalised ads, there is a growing movement towards ethical, privacy-friendly analytics.

  In this article, you’ll learn what privacy-friendly analytics is, why it matters, what to look for in a solution and which of the leading providers is right for you. 

  What is privacy-friendly analytics ? 

  Privacy-friendly analytics is a form of website analytics that collects and analyses data in a way that respects the user’s privacy. It’s a type of ethical web analytics.

  Privacy-friendly platforms limit personal data collection and anonymise individual user data while being transparent about collection and tracking methods. They help companies adhere to data protection laws (like GDPR, CCPA, and HIPAA) and new privacy laws (like OCPA, FDBR, and TDPSA) without configuring custom settings. 

  Why use privacy-friendly analytics ? 

  Millions of businesses choose privacy-friendly analytics platforms like Matomo. Here are a few reasons why : 

  Build trust with customers

  Research shows that the vast majority of consumers don’t trust companies with their data, believing that they prioritise profits over data protection. 

  Privacy-friendly analytics can help businesses prove they aren’t out to profit from consumer data and regain customer trust. This can ultimately boost revenue. According to Cisco’s Data Privacy Benchmark Study, organisations gain $180 for every $100 spent on privacy. 

  Comply with privacy regulations

  Data privacy regulations, such as GDPR, protect consumer privacy and establish strict rules governing how businesses can collect and use personal data.

  The cost of non-compliance is high. Under GDPR, fines can be up to €20 million, or 4% of worldwide annual revenue.

  Thanks to features like data anonymisation and the default use of first-party cookies, privacy-friendly analytics platforms can support and strengthen compliance efforts. 

  In fact, the French Data Protection Authority (CNIL) approved Matomo as one of the only web analytics tools to collect data without tracking consent.

  Minimise the impact of a breach

  According to IBM’s Cost of a Data Breach report, the average cost of a data breach is nearly $4.5 million. The more personally identifiable information (PII) is involved, the higher the fines and penalties. 

  A privacy-friendly analytics tool can reduce the potential impact of a breach by minimising the amount of personal information you hold. 

  Is Google Analytics privacy-friendly ?

  Google may be the best-known analytics platform, but it’s not the best choice for businesses that want to collect data responsibly and ethically. 

  Here are just a few of Google Analytics’s privacy issues :

  • It uses analytics data to run its advertising business.
  • It may train large language models like Gemini with analytics data.
  • It requires a specific setup to be GDPR compliant that isn’t available out of the box.

  Google Analytics’s ongoing issues with privacy laws like GDPR also raise doubt. The French and Austrian Data Protection Authorities have banned Google Analytics in the past, and there is no guarantee they won’t do so again. 

  What to look for in privacy-friendly analytics ?

  Several privacy-friendly analytics tools are available. To find the right one for your brand, look for the following features.

  Data ownership

  Choose a provider that gives you as much control over your users’ data as possible. Ideally, this will be via an on-site solution where you store data on your servers. For cloud-based options, ensure your analytics provider can’t access, use or sell it.

  With 100% data ownership, you have the power to protect your users’ privacy. You know where your customer data is stored and what’s happening to it without external influence.

  Open source

  The only genuinely privacy-friendly software is open-source software. Open-source software means anyone can review the code to ensure it does what it promises — in this case, maximising privacy. 

  Matomo is an open-source software company. Our source code is on GitHub, where everyone can see precisely how our platform tracks and stores user data. A community of developers also regularly examines and reviews our code to further strengthen security. 

  Data anonymisation 

  Privacy-friendly analytics should allow marketers to completely anonymise the data they collect. They achieve this through several techniques like IP anonymisation and pseudonymised user IDs that modify or remove personally identifiable data so it can’t be linked to individuals.

  

  Matomo’s data anonymisation settings 

  In Matomo, for example, you can anonymise the following things in the platform’s Privacy settings :

  • IP address
  • Location
  • User ID

  IP address anonymisation is enabled by default in Matomo.

  No data sampling 

  Data sampling involves extrapolating analytics reports from an incomplete data set. Google Analytics uses this practice and relies on estimates, leading to incomplete and potentially inaccurate results.

  Privacy-friendly analytics should provide 100% accurate insights without making assumptions about your users’ data.

  GDPR compliance

  Privacy-friendly web analytics platforms adhere to even the strictest privacy laws, including GDPR, HIPAA and CCPA, thanks to the following features :

  • Data anonymisation
  • Cookieless tracking
  • EU data storage
  • First-party cookies by default

  

  Matomo data subject access request settings
  (Image Source)

  Privacy-first platforms also make it easy for companies to fulfil data subject access requests. In Matomo, for example, a dedicated feature lets you find, download and delete all of the data you hold about specific individuals. 

  Cookieless tracking

  Cookieless tracking is a form of visitor tracking that uses methods other than cookies to identify individual users. It is more privacy-friendly because no personal data is collected, and users can withhold consent from cookie banners.

  Matomo uses the most privacy-friendly industry-leading cookieless tracking method, config_id, to anonymously track visitors without fingerprinting them. 

  Top 3 privacy-friendly analytics platforms

  We’ve shortlisted three of the leading privacy-friendly analytics platforms. Learn what they offer, what makes them different and how much they cost.

  Matomo

  Matomo is an open-source web analytics tool and privacy-focused Google Analytics alternative trusted by over one million sites in over 190 countries and over 50 languages. 

  

  Matomo dashboard

  Matomo prioritises privacy and keeping businesses compliant with global privacy regulations like GDPR, CCPA and HIPAA. The data you collect is 100% accurate and yours alone. We don’t share it or use it for other purposes. 

  Benefits

  • Matomo’s all-in-one solution offers traditional web and behavioural analytics, such as heatmaps and session recordings. It also includes a free, open-source tag manager. 
  • Matomo gives you the choice of where to store your user’s data. With Matomo Cloud, that’s in our European servers. With Matomo On-Premise, that’s on your servers.
  • Matomo is open-source. Hundreds of independent developers have reviewed our code, and you can view it yourself on GitHub.

  Pricing 

  Hosting Matomo On-Premise is free, while Matomo Cloud costs $26 per month. 

  Fathom

  Fathom Analytics is a simple, easy-to-use alternative to Google Analytics that puts a premium on privacy. 

  

  Fathom dashboard
  (Image Source)

  Fathom has made its platform as easy to use as possible. You can install Fathom on any website or CMS using a single line of code. It also means the platform won’t massively impact your site’s speed or SEO performance. 

  Benefits

  • Fathom complies with all major privacy regulations, including GDPR and CCPA.
  • Fathom doesn’t sample data. It also blocks bots and scrapers, so you only see human visitors.
  • Fathom anonymises IP addresses, so you don’t have to show cookie banners.

  Drawbacks

  • Fathom doesn’t offer many of Matomo’s advanced features like e-commerce tracking, heatmaps, and session recordings.
  • The premium version of Fathom is not open-source. 

  Pricing 

  From $15 per month.

  Plausible

  Plausible Analytics is an open-source, privacy-friendly analytics tool built and hosted in the EU.

  

  Plausible dashboard
  (Image Source)

  The platform launched in 2019 as a lightweight, easy-to-use alternative to Google Analytics. Its simplicity is a big selling point. Instead of dozens of menus, it presents the information you need on a single page.

  Benefits

  • Plausible boasts an ultra-lightweight script, which means it has a minimal impact on page loading times. 
  • Plausible is GDPR and CCPA-compliant by design, so there’s no need for cookie banners.
  • Plausible is an open-source software with the source code available on GitHub.

  Drawbacks

  • Plausible lacks advanced privacy controls like a GDPR manager.
  • It has none of Matomo’s advanced features like A/B testing, session recordings or heatmaps. 

  Pricing 

  From $9 per month

  Try Matomo for free

  Ready to try a privacy-friendly analytics solution ? Making the switch is easy with Matomo, as it’s one of the only platforms to import historical Google Analytics data. You can also try Matomo for free for 21 days — no credit card required. 

• Why Matomo is the top Google Analytics alternative

  17 juin, par Joe

  You probably made the switch to Google Analytics 4 (GA4) when Google stopped collecting Universal Analytics (UA) data in July 2023. Up to that point, UA had long been the default analytics platform, despite its many limitations. 

  This was mostly because everyone loved its free nature and simple setup. A Google account was all you needed — even a free legacy G-Suite account worked perfectly. Looking at the analytics for just about any website was easy.

  That all changed with GA4, which addressed many of UA’s shortcomings by introducing a completely new way to model website data. Unfortunately, this also meant you couldn’t transfer historical data from UA into GA4, leading to more criticism. 

  Then there’s the added cost. GA4 is still free, but its limited functionality encourages you to upgrade to the enterprise version, Google Analytics 360 (GA360). Sure, you get lots of great functionality, less data sampling, and longer data retention periods, but it comes at a hefty price — $50,000 per year, to be exact.

  There are other options, though, and Matomo Analytics is one of the best. It’s an open-source, privacy-centric platform that offers advanced features of GA360 and more. 

  In this article, we’ll compare GA4, GA360, and Matomo and give you what you need to make an informed decision.

  Google Analytics 4 in a nutshell

  Google Analytics 4 is a great tool to use to start learning about web analytics. But soon enough, you’ll likely find that GA4 doesn’t quite cover all of your needs. 

  For example, it can’t provide a detailed view of user experiences, and Google doesn’t offer dedicated support or onboarding. There are other shortcomings, too.

  Data sampling

  Google only processes a selected sample of website activity rather than every individual data point. Rather than looking at the whole picture, it sets a threshold and selects a [hopefully] representative sample for analysis. 

  This inevitably creates gaps in data. Google attempts to fill them in using AI and machine learning, inferring the rest from data patterns. Since the results rely on assumptions and estimates, they aren’t always precise.

  In practical terms, this means that the accuracy of GA4 analysis will likely decline as website traffic increases.

  

  (Image source)

  Data collection limits

  GA4’s 25 million monthly events limit seems like a lot, but they add up quickly. 

  All user interactions are recorded as events, including :

  • Session start : User visits the site.
  • Page view : User loads a page (tracked automatically).
  • First visit : User accesses the site for the first time.
  • User engagement : User stays on a page for a set time period.
  • Scroll : User scrolls past 90% of the page (enhanced measurement).
  • Click : User clicks on any element (links, buttons, etc.).
  • Video start/complete : User starts or completes a video (enhanced measurement).
  • File download : User downloads a file (enhanced measurement).

  For context, consider a website averaging 50 events per session per user. If every user logs on every third day, on average, you’ll need 10,000 individual visitors a month to reach that 25 million. But that’s not the problem. 

  The problem is that collection limits in GA4 affect your ability to capture, secure, and analyse customer data effectively.

  Customisation

  GA4 users also face configuration limits that restrict their customisation options. For example : 

  • Audience limits : Since only 100 audiences are allowed, it’s necessary to combine or optimise segments rather than track too many small groups. 
  • Retention limits : Data retention is limited to only 14 months, so external storage solutions may be necessary in situations where historical data needs to be preserved.
  • Conversion events : GA4 will only track up to 30 conversion events, so it’s best to focus on high-value interactions (e.g., purchases and lead form submissions). 
  • Event-scoped dimensions : Since e-commerce operations are limited to 50 event-scoped dimensions, they need to carefully consider custom dimensions and key metrics. This makes it important to be selective about which product details to track (color, size, discount code, etc.).

  Data privacy

  GA4 isn’t GDPR-compliant out of the box. In fact, Google Analytics 4 is banned in seven EU countries because they believe the way it collects and transfers data violates GDPR.

  Data privacy regulations may or may not be a big concern, depending on where your customers are. However, if some are in the UK or any of the 30 countries that make up the European Economic Area (EEA), you must comply with the General Data Protection Regulation (GDPR). 

  It tells your customers that you don’t respect their data if you don’t. It can also get very expensive.

  Limited attribution models

  Attribution models track how different marketing touchpoints lead to a conversion (such as a purchase, sign-up, or lead generation). They help businesses understand which marketing channels and strategies are most effective in driving results.

  GA4 supports only two of the six standard attribution models previously supported in Universal Analytics. Organisations wanting data-driven or last-click attribution models will find them in Google Analytics. But they’ll need to look elsewhere if they’re going to use any of these models :

  • First click attribution
  • Linear attribution
  • Time decay attribution
  • Position-based attribution (u-shaped)

  GA360 isn’t a solution either

  Fundamentally, GA360 is the same product as GA4, without the above limits and restrictions. For companies that pay $50,000 (or more) each year, the only changes involve how much data is collected, how long it stays and data sampling thresholds.

  Above all, the GDPR-compliance issue remains. That can be a real problem for organisations with operations that collect personal data in the EEA or the UK.

  And the problem could soon be much bigger than just those 31 countries. Many countries currently implementing data privacy laws are modelling their efforts on GDPR, which may rule out both GA4 and GA360.

  

  What makes Matomo the top alternative ?

  No data limits

  One way to overcome all these challenges is to switch to Matomo Analytics. 

  There’s no data sampling and no data collection limits whatsoever with on-premise implementation. Matomo also supports all six attribution models, is open source and fully customisable and complies with GDPR out of the box. 

  Imagine trying to change your business strategy or marketing campaigns if you’re not confident that your data is reliable and accurate.

  It’s no secret that data sampling can negatively affect the accuracy of the data, and inaccurate data can lead to poor decision-making.
  

  With Matomo, there are no limits. We don’t restrict the size of containers within the Tag Manager nor the number of containers or tags within each container. You have more control over your customers’ data. 

  And you get to make your decisions based on all that data. That’s important because data quality is critical for high-impact decisions. 

  Open source

  Open-source software allows anyone to inspect, audit, and improve the source code for security and efficiency. That means no hidden data collection, faster bug fixes, and no vendor lock-in. As a bonus, these things make complying with data privacy laws and regulations easier.

  Matomo can also be modified in any way, which provides unlimited customisation possibilities. There’s also a very active developer community around Matomo, so you don’t have to make changes yourself — you can hire someone who has the technical knowledge and expertise. They can : 

  • Modify tracking scripts for advanced analytics
  • Create custom attribution models, tracking methods and dashboards
  • Integrate Matomo with any system (CRM, eCommerce, CMS, etc.)

  Data ownership

  Matomo’s open-source nature also means full data ownership. No third parties can access the data, and there’s no risk of Google using that data for ads or AI training. Furthermore, Matomo follows privacy-first tracking principles, meaning that there’s :

  • No third-party data sharing
  • Full user consent control
  • Support for cookie-less tracking
  • IP Anonymisation, by default
  • Do Not Track (DNT) support

  All of that underlines the fact that Matomo collects, stores, and tracks data 100% ethically.

  On-premise and cloud-based options

  You can use the Matomo On-Premise web analytics solution if local data privacy laws require that you store data locally. Here’s a helpful tip : many of them do. However, this might not be necessary. 

  Due to GDPR, several countries recognise the EEA as an acceptable storage location for their citizens’ data. That means servers hosted in any of those 30 countries are already compliant in terms of data location. 

  Alternatively, you could embrace modernity and choose Matomo Cloud — our servers are also in Europe. While GA4 and GA360 are cloud-based, Google’s servers are in the US, and that’s a big problem for GDPR.

  

  Comprehensive analytics

  If you need a sophisticated web analytics platform that offers full control of your data and you have privacy concerns, Matomo is a solid choice. 

  It has built-in behavioural analytics features like Heatmaps, Scroll Depth and Session Recording. These tools allow you to collect and analyse data without relying on cookies or resorting to data sampling.

  Those standout features can’t be found in GA4 or GA360. Google also doesn’t offer an on-premise solution.

  The one area where Matomo can’t compete with Google Analytics is in its tight integration with the Google ecosystem : Google Ads, Gemini and Firebase. 

  Key things to consider before switching to Matomo

  There are pros and cons to switching from GA4 (or even GA360) to Matomo. That’s because no software is perfect. There are always tradeoffs somewhere. With Matomo, there are a few things to consider before switching :

  • Learning curve. Matomo is a full-featured analytics platform with many advanced features (session replay, custom event tracking, etc.). That can overwhelm new users and take time to understand well enough to maximise the benefits.
  • Technical resources. Choosing a Matomo On-Premise solution requires technical resources, such as a server and skills.
  • Third-party integration. Matomo provides pre-built integration tools for about a hundred platforms. However, it’s open source, so technical resources are required. On the plus side, it does make it possible to add to the list of APIs and connectors.

  Head-to-head : GA4 vs GA360 vs Matomo

  It’s always helpful to look at how different products stack up in terms of features and capabilities :

  	GA4	GA360	Matomo
  Data ownership			✔
  Event-based data	✔	✔	✔
  Session-based data			✔
  Unsampled data			✔
  Real-time data	✔	✔	✔
  Heatmaps			✔
  Session recordings			✔
  A/B testing			✔
  Open source			✔
  On-premise hosting			✔
  Data privacy	Subject to Google’s data policies	Subject to Google’s data policies	GDPR, CCPA compliant ; full control over data storage
  Custom dimensions	Yes (limited in free version)	Yes (higher limits)	Yes (unlimited in self-hosted)
  Attribution models	Last click, data-driven	Last click, data-driven, advanced Google Ads integration	Last click, first click, linear, time decay, position-based, custom
  Data retention	Up to 14 months (free)	Up to 50 months	Unlimited (self-hosted)
  Integrations	Google Ads, Search Console, BigQuery (limited in free version)	Advanced integrations (Google Ads, BigQuery, Salesforce, etc.)	100+ integrations (Google Ads, WordPress, Shopify, etc.)
  BigQuery export	Free (limited to 1M events/day)	Free (unlimited)	Paid add-on (via plugin)
  Custom reports	Limited customisation	Advanced customisation	Fully customisable
  Scalability	Suitable for small to medium businesses	Designed for large enterprises	Scalable without limits (self-hosted or cloud)
  Ease of use	Simple, requires onboarding	Steeper learning curve	Flexible, setup-intensive.
  Pricing	Free	Premium (starts at $50,000/year)	Free open-source (self-hosted) ; Cloud starts at $29/month

  So, is Matomo the right solution for you ?

  That’d be a ‘yes’ if you want a Google Analytics alternative that ticks all these boxes :

  • Complies natively with privacy laws and regulations
  • Offers real-time data and custom event tracking
  • Enables a deeper understanding of user behaviour
  • Allows you to fine-tune user experiences
  • Provides full control over your customers’ data
  • Offers conversion funnels, session recordings and heatmaps
  • Has session replay to trace user interactions
  • Includes plenty of readily actionable insights

  Find out why millions of websites trust Matomo

  Matomo is an easy-to-use, all-in-one web analytics tool with advanced behavioural analytics functionality.

  It’ll also help you future-proof your business because it supports compliance with global privacy laws in 162 countries. With an ethical alternative like Matomo, you don’t need to risk your business or customers’ private data.

  It’s not just about avoiding fines. It’s also about building trust with your customers. That’s why you need a privacy-focused, ethical solution like Matomo. 

  See for yourself : download Matomo On-Premise today, or start your 21-day free trial of Matomo Cloud (no credit card required).

• Enterprise web analytics : Quick start guide (and top tools)

  10 juillet, par Joe — Analytics Tips

  Without data, you’ll get lost in the sea of competition.

  This is even more important for large organisations.

  Data helps you :

  • Optimise customer experiences
  • Navigate complex business decisions
  • Create a roadmap to sustainable brand growth
  • Data can power differentiation, especially within fiercely competitive sectors.

  How do you get the benefits of data in a large organisation ?

  Enterprise web analytics.

  In this guide, we’ll cover everything you need to know about enterprise web analytics to enhance website performance, improve customer experiences and increase conversions.

  What is enterprise web analytics ?

  Enterprise web analytics help large organisations capture, analyse, and act on website data to optimise customer experiences and make informed decisions. By providing insight into customer interactions, user behaviour and preferences, they’re vital in helping big businesses improve their websites.

  

  Enterprise web analytics can extract data from web pages and reveal a range of performance metrics, including :

  • Pageviews
  • Average time on page
  • Actions per visit
  • Bounce rate
  • Conversions
  • Traffic sources
  • Device type
  • Event tracking
  • And more

  You can track this data daily or access monthly reports, which will give you valuable insights into optimising user engagement, improving your website’s search engine traffic, and meeting business goals like increased conversion rates.

  For large organisations, web analytics isn’t just about measuring traffic. Instead, it’s an asset you can use to identify issues in your web strategy so you can gain insights that will fuel sustainable business growth.

  An advanced analytics strategy goes beyond the digital channels, page views and bounce rates of traditional analytics.

  Instead, modern web analytics incorporates behavioural analytics for deeper analysis and insight into user experiences. These advanced features include :

  • Heatmaps (or scroll maps) to track scroll behaviour on each page
  • User flow reports to see the pages your users visit in the customer journey
  • Session recordings to analyse user interactions (step-by-step)

  Taking a two-pronged approach to web analytics that includes both traditional and behavioural metrics, organisations get a clearer picture of users and their brand interactions.

  Different needs of enterprise companies

  Let’s dive deeper into the different needs of enterprise companies and how enterprise web analytics can help solve them :

  Access more storage

  Let’s face it. Large organisations have complex IT infrastructures and vast amounts of data.

  The amount of data to capture, analyse and store isn’t slowing down anytime soon.

  Enterprise web analytics can help handle and store large amounts of data in ways that serve the entire organisation.

  Enable cross-organisational data consumption

  It’s one thing to access data in a small company. You’ve got yourself and a few employees. That’s easy.

  But, it’s another thing to enable an organisation with thousands of employees with different roles to access complex data structures and large amounts of data.

  Enterprise web analytics allows big companies to enable their entire workforce to gain access to the data they need when they need it.

  Increase security

  As mentioned above, large organisations can use enterprise web analytics to help hundreds or even thousands of employees access their web data.

  However, some data shouldn’t be accessed by every type of employee. For example, some organisations may only want certain data accessed by executives, and some employees may not need to access certain types of data that may confuse or overwhelm them.

  Enterprise web analytics can help you grant access to certain types of data based on your role in the company, ensuring the security of sensitive data in your organisation.

  Improve privacy

  You can keep your data secure from internal breaches with enterprise web analytics. But, how do you protect customer data ?

  With all-inclusive privacy measures.

  To ensure that your customers’ privacy and data are protected, choose a web analytics solution that’s compliant with the latest and most important privacy measures, such as GDPR, LGPD and CCPA.

  Taking a privacy-first approach to data helps ensure your protection from potential legal action or fines.

  Enterprise web analytics best practices

  Want to make sure you get the most out of your web analytics strategy ?

  

  Be clear on what metrics you want to track

  You can track a ton of data in your organisation, but you may not need to. To ensure you’re not wasting time and resources tracking irrelevant numbers, you should make sure you’re clear from day one on the metrics you want to track.

  Start by making a list of key data points relevant to your business.

  For example, if you have an online marketplace, you’ll want to track specific ecommerce metrics like conversion rate, total visits, bounce rates, traffic source, etc.

  Don’t take data at face value

  Numbers alone can’t tell you the whole story of what’s happening in your organisation. It’s crucial you add context to your data, no matter what.

  Dozens of factors could impact your data and visitors’ interactions with your site, so you should always try to look beyond the numbers to see if there are other factors at play.

  For example, you might see that your site traffic is down and think your search engine optimisation (SEO) efforts aren’t working. Meanwhile, there could have been a major Google algorithm update or some sort of seasonality in a key market.

  On the other hand, you might see some positive signals that things are going well with your organic social media strategy because you saw a large influx of traffic from Instagram. But, there could be more to the story.

  For example, an Instagram influencer with five million followers may have just posted a reel reviewing your product or service without you knowing it, leading to a major traffic spike for your website.

  Remember to add notes to your web analytics data if necessary to ensure you can reference any insights from your data to maintain that point of context.

  Ensure your data is accurate

  With web analytics, data is everything. It will help you see where your traffic is coming from, how your users are behaving, and gain actionable insights into how you can improve your website and user experience.

  But if your data isn’t accurate, your efforts will be futile.

  Accurate data is crucial for launching an effective web analytics strategy. Data sampling and simple tracking errors can lead to inaccurate numbers and misleading conclusions. 

  If a tool relies on cookies to collect data, then it’s relying on a faulty data collection system. Cookies give users the option to opt out of tracking, making it challenging to get a clear picture of every user interaction.

  For example, some platforms like Google Analytics use data sampling to make predictions about traffic rather than relying on accurate data collection, leading to inaccurate numbers and conclusions.

  To ensure you’re making decisions based on accurate data, find a solution that doesn’t rely on inaccurate data collection methods like data sampling or cookies.

  Lean on visual data tools to improve analysis

  Enterprise organisations deal with a ton of data. There are endless data points to track, and it can be easy to lose track of what’s going on with the bigger picture.

  One of the best ways to interpret your data is to use a data visualisation tool to integrate with your web analytics solution, like Looker or PowerBI.

  Make sure your chosen platform lets you export your data easily so you can link it with a visual support tool.

  With Matomo, you can easily export your data into Google BigQuery to warehouse your customer data and visualise it through other tools (without the need for APIs, scripts or additional tools).

  Use advanced web analytics

  Web analytics is quite broad, and different tools will offer various features you can access in your analytics dashboard.

  Take advantage of advanced features that utilise both traditional and behavioural data for deeper insights.

  • Use heatmaps to better understand what parts of your web pages your visitors are focusing on to improve conversion rates.
  • Review session recordings to see the exact steps your customers take as they interact with your website.
  • Conduct A/B tests to see which call to action, headline, or image provides the optimal user experience.

  There are dozens of advanced features available, so take the time to make sure your chosen tool has everything you need.

  Choose a privacy-focused tool

  Obviously, not every tool is created equal, and most of the software on the market isn’t suitable for enterprise businesses.

  As a large organisation, the most important step is to choose a trusted enterprise web analytics tool to ensure it’s capable of fitting within a company of your size.

  It needs to have great infrastructure and be able to handle large amounts of data.

  Another crucial factor is to check that the tool is compatible with your website or app. Does it integrate easily with it ? What about your other software ? Will it integrate with those as well and fit into your current tech stack ?

  Most importantly, you need a platform that can provide the data and insights your organisation needs.

  Make sure the tool you choose is GDPR-compliant and privacy-friendly. The last thing you want is to be sued or fined because you chose the wrong software. 

  Consumers are growing more cautious about privacy and data risks, so picking a privacy-focused tool will help build trust with customers.

  Top 5 enterprise web analytics tools

  Now that you understand enterprise web analytics and how to get the most out of it, it’s time to talk about tools.

  You need to make sure you’re using the right web analytics software to improve productivity, optimise website performance and grow your brand without compromising on the infrastructure required for large organisations to thrive.

  Here are five of the best enterprise solutions available :

  Features and pricing comparison

  	GDPR compliant	On-premise option	100% data ownership	Traditional analytics	Behavioural analytics	Awarded best enterprise software
  Matomo	✔️	✔️	✔️	✔️	✔️	✔️
  Amplitude	✔️	✔️			✔️
  Adobe	✔️			✔️	✔️
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  Contentsquare	✔️	✔️			✔️	✔️

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