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• Why Matomo is a serious alternative to Google Analytics 360

  12 December 2018, by Jake Thornton — Marketing
  There’s no doubt about it, the free version of Google Analytics offers great value when it comes to making data-driven decisions for your business. But as your business starts to grow, so does the need for a more powerful web analytics tool.

  Why would I need to use a different web analytics tool? It’s because Google Analytics (free version) is very limited when it comes to meeting the needs of a fast growing business whose website plays a pivotal role in converting its customers.

  This is where the Google Analytics 360 suite comes in, which is designed to meet the needs of businesses looking to get more accurate and insightful metrics.

  So what’s holding a growing business back from using Google Analytics 360?

  While GA360 sounds like a great option when upgrading your web analytics platform, we have found there are three core reasons holding businesses back from taking the leap:

  • Businesses can’t bear to swallow the US$150,000+ price tag (per year!) that comes with upgrading
  • Businesses can’t rely on GA360 to give them all the insights they need
  • Businesses want more control and ownership of their data

  Thankfully there are (only a few) alternatives and as the leading open-source alternative to Google Analytics, we hope to share insights on why Matomo Analytics can be the perfect solution for anyone at this crossroads in their web analytics journey.

  First, what does Google Analytics 360 offer that Google Analytics (free) doesn’t?

  There’s no doubt about it, the GA360 suite is designed for larger sized businesses with demanding data limits, big budgets to use across the Google Marketing Platform (Google Adwords, DoubleClick etc.) and to get more advanced reporting visualisations and options.
  

  Data Sampling

  Data sampling is the elephant in the room when it comes to comparing GA360 with the freemium version. This is an entire article in its own right but at a basic level, Google Analytics samples your data (makes assumptions based on patterns) once the number of traffic visiting your website reaches a certain limit.

  Google Analytics provides the following information:

  Ad-hoc queries of your data are subject to the following general thresholds for sampling:

  Analytics Standard: 500k sessions at the property level for the date range you are using

  Analytics 360: 100M sessions at the view level for the date range you are using

  In short, sampled data means inaccurate data. This is why as businesses grow, GA360 becomes a more attractive prospect because there’s no point making data-driven business decisions based on inaccurate data. This is a key weapon Google uses when selling to large businesses, however, this may not seem as concerning if you’re a small business within the sampled data range. For small businesses though, make sure you know the full extent of how this can affect your metrics, for example, your ecommerce data could be sampled, hence your GA reporting not matching your CRM/Ecommerce store data.

  Benefit of using Matomo: There is no data sampling anywhere in Matomo Analytics, that’s why we say 100% Accurate Data reporting across all plans.

  

  Integration with the Google Marketing Platform

  Yes ok, we’ll admit it, GA does a great job at integrating seamlessly with its own products like Google Ads, Google Optimize etc. with a touch of Salesforce integration; while GA360 takes this to another level compared to it’s freemium version (integration with Google Search 360, Google Display & Video 360 etc.)

  But… what about non-Google advertising platforms? Well with Google being a dominant leader as a search engine, web browser, email provider, social media channel; sometimes Google needs to keep its best interests at heart.

  Google is an online advertising giant and a bonus of Google Search 360 is that you can integrate your Bing Ads, Baidu and Yahoo Japan Search campaigns but that’s about it when it comes to integrations from its direct competitors. 

  Benefit of using Matomo: No biased treatment. You can integrate your Google, Yahoo and Bing search consoles for accurate search engine reporting, and in early 2019, Matomo will be releasing a Google Ads, Bing Ads and Facebook Ads Manager integration feature.

  Roll-Up Reporting
  

  Roll-up reporting lets you combine multiple accounts and properties into one view. This is a great benefit when upgrading from GA freemium to GA360. For example, if you’re a digital agency with multiple clients or you manage multiple websites under the one account, the roll-up reporting feature is wonderful when you need to combine data and reporting, instantly.

  Benefit of using Matomo: Matomo’s got this covered! Roll-up reporting is available in the Matomo Business package (starting at $29 per month) for cloud hosting or you can purchase as a Premium Feature for On-Premise starting at $99 per year.

  Staying in full control of your data

  Who would have thought that one of biggest reasons people choose Matomo isn’t because of anything that leads to a higher ROI, but for the fact that users want more control of their data.
  

  Matomo’s philosophy around data ownership is simple, you own your data, no one else. If you choose to host Matomo Analytics On-Premise then you are in complete control because your data is stored on your own servers where no one can gain access to it in whichever country you choose.

  So what about when you cloud host Matomo? For users who don’t have the technical knowledge to host Matomo On-Premise, you can still have 100% data ownership and fully respect your user’s privacy when choosing to host Matomo Analytics through our cloud service.

  The difference between cloud hosting Matomo Analytics vs Google Analytics is that when you choose Matomo, we acknowledge you own the data and we have no right to access it. This means we can’t on-sell it to third-parties, we can’t claim ownership of it, you can export your data at anytime (how awesome is that!) and you can migrate between cloud hosting and hosting on-premise for ultimate flexibility whenever you want.

  Matomo also prides itself in allowing its users to be GDPR compliant with ease with a powerful GDPR Manager.

  Businesses can’t rely on Google Analytics 360 to give them all the insights they need

  Unlike Google Analytics 360, Matomo blends its Premium Web Analytics platform with Conversion Optimization features to allow its users to fully evaluate the user-experience on your website.

  Matomo is designed to be a complete analytics platform, meaning you have everything you need all in the one place which gives you greater insights and better business outcomes.

  
  These features include:

  Premium Web Analytics – You can still (accurately) measure all the basic metrics you love and are familiar with in Google Analytics like Location, Referrer traffic, Multi Attribution, Campaign Tracking and Ecommerce etc.

  Conversion Optimization – Eliminate the need for multiple analytics tools to get what Google Analytics doesn’t offer. These features include Heatmaps, Session Recordings, Form Analytics and more – giving you the best chance possible to convert more traffic by evaluating the user-experience.

  By having one tool for all your features you can integrate metrics, have one single view for all your data and it’s easy to use.

  Enhanced SEO – Get more insights into the performance of your search campaigns with unbiased search engine reporting, keyword ranking positions, integration with multiple search consoles and crawling stats. Google Analytics offers limited features to help with your SEO campaigns and only integrates with Google products.

  Visitor Profiles – Get a detailed life-time evaluation of every user who visits your website.

  Tag Manager – A powerful open-source Tag Manager tool to embed your third-party marketing tags. By being open-source and with our commitment to giving you 100% data ownership, you can always ensure you are in full control.

  Full Matomo vs Google Analytics 360 Comparison Table

  Just putting it out there ...

  Google leads the market with its freemium tool which offers great insights for businesses (fyi – Matomo has a forever free analytics tool too!), but when it comes to upgrading to get accurate reporting (kind of a big deal), owning your own data (a huge deal!) and having a complete range of features to excel ROI for your business, Matomo Analytics is often a preferred option to the Google Analytics 360 suite.

  Matomo is designed to be easy to use, is fully flexible and gives users full peace of mind by respecting user privacy. Want to learn more about the benefits of Matomo?

• Measuring success for your SEO content

  20 March 2020, by Jake Thornton — Uncategorized
  With over a billion searches every day in search engines, it’s hard to underestimate the importance of having your business present on page one (ideally in positions 1 – 3) ranking for the keywords that impact your sales and conversions.

  "In 2019, Google received nearly 2.3 trillion searches and on page one alone, the first five organic results accounted for 67.60% of all the clicks."

  So how is your business performing when it comes to ranking in the crucial top three spots of search for your most important keywords?

  Accurately measuring the success of your content

  Once you’ve done your keyword research, created compelling content, optimised it to be search-friendly, and hit ‘publish’, you then need to accurately measure the success of your efforts.

  4 tips for measuring the success of your SEO content

  1. Create a custom segment for "Visitors from Search Engines only"

  By creating this custom segment, you’ll be able to analyse the behavioural patterns of the visitors who found your website through a search engine. 

  This way you can use many of Matomo’s powerful features (Visitors, Behaviour, Acquisition, Ecommerce, Goals etc.) focused entirely on search engine visitors only.

  

  Once you’ve created this segment, you can begin to see key metrics like which entry pages are responsible for referring visitors to your website. For example: Visit Behaviour – Entry Pages, this is a great way to analyse your most effective SEO pages.You may be surprised at what pages currently bring in the most traffic.

  As well as discovering which content resonates with your search audience, you will also be able to create more content focused on your targeted audience. Do this by learning which locations your search visitors are from, which device they use, what time of the day they visited your website and much more.

  >> Learn more about creating custom segments

  2. Website visits, time on site, pages per session, and bounce rate.

  “The top four ranking factors are website visits, time on site, pages per session, and bounce rate.”

  These four metrics set the benchmark for your SEO success.

  First, you need to get as many of the ‘right’ users to see your content. If you feel you’ve exhausted channels such as social media, email and possibly paid posts; think about who your ideal audience is. Where are they likely to hang out online? Are there community groups or forum sites that are interested in what you’re writing about? 

  Whatever the case, putting yourself out there and getting more traffic to your website will help show search engines that people are interested in your website. As a result, they’ll likely rank you higher for that.

  When we say getting more of the ‘right’ users, we mean users who are generally interested in the topic/subject you’re writing about and interested in the work you do. 

  

  This is important for the next three metrics – increasing users time on your website, increasing the amount of pages your users explore on your website, and reducing the overall bounce rate for users who leave your website in a matter of seconds.

  To evaluate these metrics, go to Behaviour – Pages in your Matomo and see how these metrics vary on previous posts or pages you’ve created. Which pages are already showing you the best results? Why do they get the results? Can you focus on creating more content like this?

  Understanding what content is resonating with your users through these metrics is easy and is the starting point for measuring the success of your SEO content strategy.

  >> Learn more about the Behaviour feature

  3. Row Evolution

  The Row Evolution feature embedded within the Search Engine Keywords Performance plugin lets you see how your ranking positions have changed over time for your important keywords. It also lets you see how the incoming traffic, related to your keywords, has changed over time.

  

  This is valuable when measuring the changes you’ve made to your landing pages to see if it has a positive or negative effect on your ranking efforts. 

  This also lets you see how search engine algorithm changes affect your search rankings over time, and to see if the effects of these algorithm updates are temporary or long lasting.

  Row evolution allows you to report on keyword performance with ease. If you only check your insights once a week or once a fortnight, you’ll see how ranking positions for your important keywords have changed daily (or even weekly, monthly or yearly however you prefer.)

  >> Learn more about Row Evolution

  4. What results are you getting from the lesser known search engines?

  "In 2019 (to date), Google accounted for just over 75% of all global desktop search traffic, followed by Bing at 9.97%, Baidu at 9.34%, and Yahoo at 2.77%."

  For most of us, we want to be ranking in the top three spots in Google Search because that’s where the majority of search users are. However, don’t shy away from opportunities you could be missing with lesser known search engines.

  If you sell a product aimed at 55-65 year olds who use a PC computer, chances are they are using Bing. If you have customers in China the majority will be using Baidu, or in our case at Matomo, many of our loyal users use a privacy-friendly search engine like DuckDuckGo or Qwant.

  Some of your ideal customers might be finding you through these alternative search engines, so be sure to measure the impact that these referrals may have on your conversions.

  

  Strategically including important keywords that impact your business

  While search is an important acquisition channel for most businesses, it’s also one of the most competitive.

  We recommend analysing your keyword and content performance regularly and alter content that isn’t performing as well as you’d like. You need to continually learn from the content that is successful, and focus on creating more content like this. 

  The final thing to remember with search keyword performance is to be patient. If you have had little success in the past with attracting customers through search, it can take time to build this reputation with search engines.

• The use cases for a element in HTML

  27 November 2012, by silvia

  The W3C HTML WG and the WHATWG are currently discussing the introduction of a <main> element into HTML.

  The <main> element has been proposed by Steve Faulkner and is specified in a draft extension spec which is about to be accepted as a FPWD (first public working draft) by the W3C HTML WG. This implies that the W3C HTML WG will be looking for implementations and for feedback by implementers on this spec.

  I am supportive of the introduction of a <main> element into HTML. However, I believe that the current spec and use case list don’t make a good enough case for its introduction. Here are my thoughts.

  Main use case: accessibility

  In my opinion, the main use case for the introduction of <main> is accessibility.

  Like any other users, when blind users want to perceive a Web page/application, they need to have a quick means of grasping the content of a page. Since they cannot visually scan the layout and thus determine where the main content is, they use accessibility technology (AT) to find what is known as “landmarks”.

  “Landmarks” tell the user what semantic content is on a page: a header (such as a banner), a search box, a navigation menu, some asides (also called complementary content), a footer, …. and the most important part: the main content of the page. It is this main content that a blind user most often wants to skip to directly.

  In the days of HTML4, a hidden “skip to content” link at the beginning of the Web page was used as a means to help blind users access the main content.

  In the days of ARIA, the aria @role=main enables authors to avoid a hidden link and instead mark the element where the main content begins to allow direct access to the main content. This attribute is supported by AT – in particular screen readers – by making it part of the landmarks that AT can directly skip to.

  Both the hidden link and the ARIA @role=main approaches are, however, band aids: they are being used by those of us that make “finished” Web pages accessible by adding specific extra markup.

  A world where ARIA is not necessary and where accessibility developers would be out of a job because the normal markup that everyone writes already creates accessible Web sites/applications would be much preferable over the current world of band-aids.

  Therefore, to me, the primary use case for a <main> element is to achieve exactly this better world and not require specialized markup to tell a user (or a tool) where the main content on a page starts.

  An immediate effect would be that pages that have a <main> element will expose a “main” landmark to blind and vision-impaired users that will enable them to directly access that main content on the page without having to wade through other text on the page. Without a <main> element, this functionality can currently only be provided using heuristics to skip other semantic and structural elements and is for this reason not typically implemented in AT.

  Other use cases

  The <main> element is a semantic element not unlike other new semantic elements such as <header>, <footer>, <aside>, <article>, <nav>, or <section>. Thus, it can also serve other uses where the main content on a Web page/Web application needs to be identified.

  Data mining

  For data mining of Web content, the identification of the main content is one of the key challenges. Many scholarly articles have been published on this topic. This stackoverflow article references and suggests a multitude of approaches, but the accepted answer says “there’s no way to do this that’s guaranteed to work”. This is because Web pages are inherently complex and many <div>, <p>, <iframe> and other elements are used to provide markup for styling, notifications, ads, analytics and other use cases that are necessary to make a Web page complete, but don’t contribute to what a user consumes as semantically rich content. A <main> element will allow authors to pro-actively direct data mining tools to the main content.

  Search engines

  One particularly important “data mining” tool are search engines. They, too, have a hard time to identify which sections of a Web page are more important than others and employ many heuristics to do so, see e.g. this ACM article. Yet, they still disappoint with poor results pointing to findings of keywords in little relevant sections of a page rather than ranking Web pages higher where the keywords turn up in the main content area. A <main> element would be able to help search engines give text in main content areas a higher weight and prefer them over other areas of the Web page. It would be able to rank different Web pages depending on where on the page the search words are found. The <main> element will be an additional hint that search engines will digest.

  Visual focus

  On small devices, the display of Web pages designed for Desktop often causes confusion as to where the main content can be found and read, in particular when the text ends up being too small to be readable. It would be nice if browsers on small devices had a functionality (maybe a default setting) where Web pages would start being displayed as zoomed in on the main content. This could alleviate some of the headaches of responsive Web design, where the recommendation is to show high priority content as the first content. Right now this problem is addressed through stylesheets that re-layout the page differently depending on device, but again this is a band-aid solution. Explicit semantic markup of the main content can solve this problem more elegantly.

  Styling

  Finally, naturally, <main> would also be used to style the main content differently from others. You can e.g. replace a semantically meaningless <div id=”main”> with a semantically meaningful <main> where their position is identical. My analysis below shows, that this is not always the case, since oftentimes <div id=”main”> is used to group everything together that is not the header – in particular where there are multiple columns. Thus, the ease of styling a <main> element is only a positive side effect and not actually a real use case. It does make it easier, however, to adapt the style of the main content e.g. with media queries.

  Proposed alternative solutions

  It has been proposed that existing markup serves to satisfy the use cases that <main> has been proposed for. Let’s analyse these on some of the most popular Web sites. First let’s list the propsed algorithms.

  Proposed solution No 1: Scooby-Doo

  On Sat, Nov 17, 2012 at 11:01 AM, Ian Hickson <ian@hixie.ch> wrote:
  | The main content is whatever content isn’t
  | marked up as not being main content (anything not marked up with <header>,
  | <aside>, <nav>, etc).
  

  This implies that the first element that is not a <header>, <aside>, <nav>, or <footer> will be the element that we want to give to a blind user as the location where they should start reading. The algorithm is implemented in https://gist.github.com/4032962.

  Proposed solution No 2: First article element

  On Sat, Nov 17, 2012 at 8:01 AM, Ian Hickson <ian@hixie.ch> wrote:
  | On Thu, 15 Nov 2012, Ian Yang wrote:
  | >
  | > That’s a good idea. We really need an element to wrap all the <p>s,
  | > <ul>s, <ol>s, <figure>s, <table>s ... etc of a blog post.
  |
  | That’s called <article>.
  

  This approach identifies the first <article> element on the page as containing the main content. Here’s the algorithm for this approach.

  Proposed solution No 3: An example heuristic approach

  The readability plugin has been developed to make Web pages readable by essentially removing all the non-main content from a page. An early source of readability is available. This demonstrates what a heuristic approach can perform.

  Analysing alternative solutions

  Comparison

  I’ve picked 4 typical Websites (top on Alexa) to analyse how these three different approaches fare. Ideally, I’d like to simply apply the above three scripts and compare pictures. However, since the semantic HTML5 elements <header>, <aside>, <nav>, and <footer> are not actually used by any of these Web sites, I don’t actually have this choice.

  So, instead, I decided to make some assumptions of where these semantic elements would be used and what the outcome of applying the first two algorithms would be. I can then compare it to the third, which is a product so we can take screenshots.

  Google.com

  http://google.com – search for “Scooby Doo”.

  The search results page would likely be built with:

  • a <nav> menu for the Google bar
  • a <header> for the search bar
  • another <header> for the login section
  • another <nav> menu for the search types
  • a <div> to contain the rest of the page
  • a <div> for the app bar with the search number
  • a few <aside>s for the left and right column
  • a set of <article>s for the search results

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element before the app bar in this case. Interestingly, there is a <div @id=main> already in the current Google results page, which “Scooby Doo” would likely also pick. However, there are a nav bar and two asides in this div, which clearly should not be part of the “main content”. Google actually placed a @role=main on a different element, namely the one that encapsulates all the search results.

  “First Article” would find the first search result as the “main content”. While not quite the same as what Google intended – namely all search results – it is close enough to be useful.

  The “readability” result is interesting, since it is not able to identify the main text on the page. It is actually aware of this problem and brings a warning before displaying this page:

  

  Facebook.com

  https://facebook.com

  A user page would likely be built with:

  • a <header> bar for the search and login bar
  • a <div> to contain the rest of the page
  • an <aside> for the left column
  • a <div> to contain the center and right column
  • an <aside> for the right column
  • a <header> to contain the center column “megaphone”
  • a <div> for the status posting
  • a set of <article>s for the home stream

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains all three columns. It’s actually a <div @id=content> already in the current Facebook user page, which “Scooby Doo” would likely also pick. However, Facebook selected a different element to place the @role=main : the center column.

  “First Article” would find the first news item in the home stream. This is clearly not what Facebook intended, since they placed the @role=main on the center column, above the first blog post’s title. “First Article” would miss that title and the status posting.

  The “readability” result again disappoints but warns that it failed:

  

  YouTube.com

  http://youtube.com

  A video page would likely be built with:

  • a <header> bar for the search and login bar
  • a <nav> for the menu
  • a <div> to contain the rest of the page
  • a <header> for the video title and channel links
  • a <div> to contain the video with controls
  • a <div> to contain the center and right column
  • an <aside> for the right column with an <article> per related video
  • an <aside> for the information below the video
  • a <article> per comment below the video

  “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains the rest of the page. It’s actually a <div @id=content> already in the current YouTube video page, which “Scooby Doo” would likely also pick. However, YouTube’s related videos and comments are unlikely to be what the user would regard as “main content” – it’s the video they are after, which generously has a <div id=watch-player>.

  “First Article” would find the first related video or comment in the home stream. This is clearly not what YouTube intends.

  The “readability” result is not quite as unusable, but still very bare:

  

  Wikipedia.com

  http://wikipedia.com (“Overscan” page)

  A Wikipedia page would likely be built with:

  • a <header> bar for the search, login and menu items
  • a <div> to contain the rest of the page
  • an &ls; article> with title and lots of text
  • <article> an <aside> with the table of contents
  • several <aside>s for the left column

  Good news: “Scooby Doo” would find the first element after the headers as the “main content”. This is the element that contains the rest of the page. It’s actually a <div id=”content” role=”main”> element on Wikipedia, which “Scooby Doo” would likely also pick.

  “First Article” would find the title and text of the main element on the page, but it would also include an <aside>.

  The “readability” result is also in agreement.

  

  Results

  In the following table we have summarised the results for the experiments:

  Site	Scooby-Doo	First article	Readability
  Google.com	FAIL	SUCCESS	FAIL
  Facebook.com	FAIL	FAIL	FAIL
  YouTube.com	FAIL	FAIL	FAIL
  Wikipedia.com	SUCCESS	SUCCESS	SUCCESS

  Clearly, Wikipedia is the prime example of a site where even the simple approaches find it easy to determine the main content on the page. WordPress blogs are similarly successful. Almost any other site, including news sites, social networks and search engine sites are petty hopeless with the proposed approaches, because there are too many elements that are used for layout or other purposes (notifications, hidden areas) such that the pre-determined list of semantic elements that are available simply don’t suffice to mark up a Web page/application completely.

  Conclusion

  It seems that in general it is impossible to determine which element(s) on a Web page should be the “main” piece of content that accessibility tools jump to when requested, that a search engine should put their focus on, or that should be highlighted to a general user to read. It would be very useful if the author of the Web page would provide a hint through a <main> element where that main content is to be found.

  I think that the <main> element becomes particularly useful when combined with a default keyboard shortcut in browsers as proposed by Steve: we may actually find that non-accessibility users will also start making use of this shortcut, e.g. to get to videos on YouTube pages directly without having to tab over search boxes and other interactive elements, etc. Worthwhile markup indeed.