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  • Conversion Funnel Optimisation : 10 Ways to Convert More

    24 janvier, par Erin

    Converting leads into happy customers is the ultimate goal of any sales and marketing team. But there are many steps in between those two events, or in other words, funnel stages. 

    Your sales funnel includes all the steps you take to make your audience aware of your product or services and convince them to purchase. Conversion funnel optimisation strategies can help you move users through the stages of your sales funnel. 

    This article will show you how to optimise your conversion funnel and boost sales — no matter how your funnel looks. We’ll go over practical tips you can implement and how you can analyse and measure results.

    Let’s get started.

    What is conversion funnel optimisation ? 

    Conversion funnel optimisation is the strategic and ongoing process of refining and improving the different stages of a sales or marketing funnel to increase the rate at which users complete desired actions.

    A sales funnel represents the stages a potential customer goes through before purchasing. 

    The typical stages of a sales funnel include :

    • Awareness : At the top of the funnel, potential customers become aware of your product or service. 
    • Consideration : In this stage, prospects evaluate the product or service against alternatives. They may compare features, prices and customer reviews to make an informed decision.
    • Conversion : The prospect completes the transaction and becomes an actual customer by purchasing.
    • Loyalty : You can turn one-time buyers into repeat customers and brand advocates. 

    It’s called a “funnel” because, similar to the shape of a funnel, the number of potential customers decreases as they progress through the various stages of the sales process — as you can see illustrated below.

    Marketing funnel stages

    Sales funnels can vary across industries and business models, but the general concept remains the same. The goal is to guide potential customers through each funnel stage, addressing their needs and concerns at each step, ultimately leading to a successful conversion. 

    You can create and monitor a custom funnel for your site’s user journey with a web analytics solution like Matomo.

    Try Matomo for Free

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

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    The importance of conversion funnel optimisation 

    At the heart of conversion funnel optimisation is the quest for higher conversion rates. 

    Refining the customer journey can increase the chances of turning visitors into customers who return repeatedly.

    Specifically, here’s how conversion funnel optimisation can benefit your business :

    • Increased conversions : Marketers can increase the likelihood of turning website visitors into customers by making the user journey more user-friendly and persuasive.
    • Higher revenue : Improved conversion rates aren’t just numbers on a chart ; they translate to tangible revenue. 
    • Increased ROI (return on investment) : By optimising the conversion funnel, you can get more value from your marketing and sales efforts. 
    • Improved customer satisfaction : When customers find it easy and enjoyable to interact with a website or service, it positively influences their satisfaction and likelihood of returning.
    • Data-driven decision-making : Businesses can make informed decisions on budgets and resources based on user behaviour and performance metrics by analysing and optimising conversion funnels.

    ​​Ultimately, conversion funnel optimisation efforts align the entire funnel with overarching business goals.

    10 ways to optimise your conversion funnel 

    Here are 10 ways to optimise your conversion funnel.

    1. Identify and segment your target audience

    The key to a successful conversion funnel begins with a deep understanding of your target audience. 

    Identifying and segmenting your audience lets you speak directly to their pain points, desires and motivations.

    One effective way to know your audience better is by creating detailed buyer personas. These are fictional representations of your ideal customers based on thorough market research and real data. Dive into demographics and behavioural patterns to craft personas that resonate with your audience.

    Audience segmentation

    Note that consumer preferences are not static. They evolve, influenced by trends, technological advancements and shifts in societal values. Staying attuned to these changes is crucial as part of optimising your conversion funnel.

    Thus, you must regularly update your buyer personas and adjust your marketing strategies accordingly.

    2. Create content for every stage of the funnel

    Each funnel stage represents a different mindset and needs for your potential customers. Tailoring your content ensures you deliver the right message at the right time to the right audience. 

    Here’s how to tailor your content to fit prospective customers at every conversion funnel stage.

    Awareness-stage content

    Prospects here are seeking information. Your content should be educational and focused on addressing their pain points. Create blog posts, infographics and videos introducing them to your industry, product or service.

    This video we created at Matomo is a prime example of awareness-stage content, grabbing attention and educating viewers about Matomo.

    Consideration-stage content

    Prospects are evaluating their options. Provide content highlighting your product’s unique selling points, such as case studies, product demonstrations and customer testimonials.

    Here’s how we use a versus landing page at Matomo to persuade prospects at this funnel stage.

    Versus page example from Matomo comparing Google Analytics alternative

    Conversion-stage content

    This is the final push. Ensure a smooth transition to conversion with content like promotional offers, limited-time discounts and clear calls to action (CTA).

    Loyalty-stage content

    In this stage, you might express gratitude for the purchase through personalised thank-you emails. Follow up with additional resources, tips or exclusive offers to reinforce a positive post-purchase experience. This also positions your brand as a helpful resource beyond the initial sale.

    Reward customer loyalty with exclusive offers, discounts or membership in a loyalty program.

    3. Capture leads

    Lead magnets are incentives offered to potential customers in exchange for their contact information, typically their email addresses. 

    Examples of lead magnets include :

    • Ebooks and whitepapers : In-depth resources that delve into specific topics of interest to your target audience.
    • Webinars and workshops : Live or recorded sessions that offer valuable insights, training or demonstrations.
    • Free trials and demos : Opportunities for potential customers to experience your product or service firsthand.
    • Checklists and templates : Practical tools that help your audience solve specific challenges.
    • Exclusive offers and discounts : Special promotions are available to those who subscribe or provide their contact information.

    For instance, here’s how HubSpot uses templates as lead magnets.

    HubSpot templates

    Similarly, you can incorporate your lead magnets into relevant articles or social media posts, email campaigns and other marketing channels.

    4. Optimise your landing pages

    Understanding how visitors interact with your landing pages is a game-changer. So, the first step in optimising your landing pages is to analyse them.

    Enter Matomo’s heatmaps — the secret weapon in landing page optimisation. They visually represent how users interact with your pages, revealing where they linger, what catches their attention and where they may encounter friction. 

    Matomo Heatmaps Feature

    Here are a few landing page elements you should pay attention to :

    • Strategic visual elements : Integrate high-quality images, videos and graphics that support your message and guide visitors through the content.
    • Compelling copy : Develop concise and persuasive copy that emphasises the benefits of your offering, addressing user pain points.
    • Effective CTA : Ensure your CTA is prominently displayed, using compelling language and colours that stand out.
    • Mobile responsiveness : Optimise your landing pages for various devices, especially considering the prevalence of mobile users.
    • Minimal form fields : Reduce friction by keeping form fields to a minimum, requesting only essential information.
    • ​​Leverage social proof : Integrate testimonials, reviews and trust badges to build trust and credibility.
    • A/B testing : Experiment with variations in design, copy and CTAs through A/B testing, allowing data to guide your decisions.

    Try Matomo for Free

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

    Start for free

    No credit card required

    5. ​​Use compelling Calls to Action (CTAs)

    Crafting compelling CTAs is an art that involves a careful balance of persuasion, clarity and relevance.

    Here are a few tips you can implement to write CTAs that support your goals :

    • Use language that compels action. Instead of generic phrases like “Click Here,” opt for more persuasive alternatives such as “Unlock Exclusive Access” or “Start Your Free Trial.”
    • Make sure your CTAs are clear and straightforward. Visitors should instantly understand what action you want them to take. 
    • Tailor CTAs to the specific content on the page. Whether it’s a blog post, landing page or email, the CTA should seamlessly connect with the surrounding context.
    • Position your CTAs strategically. They should be prominently displayed and easily noticeable, guiding visitors without intruding.
    • Create a sense of urgency. Encourage immediate action by incorporating language that instils a sense of urgency. Phrases like “Limited Time Offer” or “Act Now” can prompt quicker responses.

    6. Have an active social presence

    Social media platforms are bustling hubs of activity where your target audience spends a significant portion of their online time. Cultivating a social media presence allows you to meet your audience where they are, fostering a direct line of communication.

    Moreover, the integration of shopping features directly into social media platforms transforms them into seamless shopping experiences. Nearly half of Instagram users shop weekly through the platform. 

    Also, the US social commerce sales continue to grow each year and are expected to reach $79.64 billion by 2025.

    Graph showing the UD social commerce sales 2019-2025

    7. Build a brand community

    Four in five customers consider communities important to how engaged they are with a brand.

    A strong community fosters a sense of belonging and loyalty among members. When customers feel connected to your brand and each other, they are more likely to remain loyal over the long term. 

    Also, satisfied community members often share their positive experiences with others, expanding your brand’s reach without additional marketing efforts.

    For example, Nike’s community for runners is a digital space where individuals share their running journeys, accomplishments and challenges. 

    Nike Run Club page

    By strategically building and nurturing a community, you not only enhance retention and spur referrals but also create a space where your brand becomes an integral part of your customers’ lives. 

    8. Conduct A/B tests

    A/B testing systematically compares two versions of a webpage, email or other content to determine which performs better.

    Examples of elements to A/B test :

    • CTAs : The language, colour, size and placement of CTAs can significantly impact user engagement. A/B testing allows you to discover which variations prompt the desired actions.
    • Headlines : Crafting compelling headlines is an art. Test different versions to identify which headlines resonate best with your audience, whether they are more drawn to clarity, humour, urgency or curiosity.
    • Images : Test different images to understand your audience’s visual preferences. This could include product images, lifestyle shots or graphics.
    Matomo A/B Test feature

    With Matomo’s A/B testing feature, you can test various elements to see which is successful in converting visitors or moving them to the next stage of the conversion funnel.

    9. Leverage social proof

    In an era where consumers are inundated with choices, the opinions, reviews and endorsements of others serve as beacons, guiding potential customers through the decision-making process. 

    Simply put — when people see that others have had positive experiences with your brand, it instils trust and confidence.

    Importance of social proof

    You can proactively gather social proof and display it prominently across your marketing channels. Here are some examples of social proof you can leverage :

    • Customer reviews : Positive reviews and testimonials from satisfied customers serve as authentic endorsements of your products or services. 
    • Case studies : In-depth case studies that showcase successful collaborations or solutions provided to clients offer a detailed narrative of your brand’s capabilities. These are particularly effective in B2B scenarios or for complex products and services.
    • User-generated content : Encourage customers to share their experiences. This could include photos, videos or posts on social media platforms, providing a dynamic and genuine portrayal of your brand.
    • Influencer endorsements : Collaborating with influencers in your industry or niche can amplify your social proof. When influencers vouch for your products or services, their followers are more likely to take notice.

    10. Measure and analyse performance

    This is a continuous loop of refinement, where you should use analysis and data-driven insights to guide your conversion funnel optimisation efforts.

    Here’s a systematic approach you can take :

    1. Identify the path users take on your site using a feature like Users Flow.
    2. Map the customer journey using a Funnels feature like the one in Matomo. 
    3. Identify the metrics that align with your conversion goals at each stage of the funnel, such as website traffic, conversion rates, click-through rates and customer acquisition costs.
    4. Assess conversion rates at different stages of the funnel. Identify areas with significant drop-offs and investigate factors that might contribute to the decline.
    5. Use heatmaps and session recordings to see first-hand how users interact with your site.
    6. Create an experiment to test and improve a specific area within your funnel using insights from the heatmaps and session recordings.
    7. A/B test, analyse the results to understand which variations performed better. Use this data to refine elements within your funnel.

    See how Concrete CMS 3x their leads with conversion optimisation.

    Conclusion 

    The customer journey is not linear. However, it involves a few specific stages your audience will go through — from first learning about your product or services to considering whether to try it. The goal is to turn them into happy and loyal customers.

    In this article, we went over strategies and practical tips you can use to guide customers through the conversion funnel. From segmenting your audience to capturing leads, optimising landing pages and running A/B tests, there are steps you can take to ensure your audience will move to the next stage.

    And of course, you have to continuously measure and analyse your performance. That’s how you know whether you’re heading in the right direction and, if not, where to correct your course. 

    For that, you need a robust web analytics solution with conversion optimisation features. Try Matomo free for 21 days and start optimising your conversion funnel—no credit card required. 

  • Marketing Cohort Analysis : How To Do It (With Examples)

    12 janvier, par Erin

    The better you understand your customers, the more effective your marketing will become. 

    The good news is you don’t need to run expensive focus groups to learn much about how your customers behave. Instead, you can run a marketing cohort analysis using data from your website analytics.

    A marketing cohort groups your users by certain traits and allows you to drill down to discover why they take the actions on your website they do. 

    In this article, we’ll explain what a marketing cohort analysis is, show you what you can achieve with this analytical technique and provide a step-by-step guide to pulling it off. 

    What is cohort analysis in marketing ?

    A marketing cohort analysis is a form of behavioural analytics where you analyse the behavioural patterns of users who share a similar trait to better understand their actions. 

    These shared traits could be anything like the date they signed up for your product, users who bought your service through a paid ad or email subscribers from the United Kingdom.

    It’s a fantastic way to improve your marketing efforts, allowing you to better understand complex user behaviours, personalise campaigns accordingly and improve your ROI. 

    You can run marketing analysis using an analytics platform like Google Analytics or Matomo. With these platforms, you can measure how cohorts perform using traffic, engagement and conversion metrics.

    An example of marketing cohort chart

    There are two types of cohort analysis : acquisition-based cohort analysis and behavioural-based cohort analysis.

    Acquisition-based cohort analysis

    An acquisition-based cohort divides users by the date they purchased your product or service and tracks their behaviour afterward. 

    For example, one cohort could be all the users who signed up for your product in November. Another could be the users who signed up for your product in October. 

    You could then run a cohort analysis to see how the behaviour of the two cohorts differed. 

    Did the November cohort show higher engagement rates, increased frequency of visits post-acquisition or quicker conversions compared to the October cohort ? Analysing these cohorts can help with refining marketing strategies, optimising user experiences and improving retention and conversion rates.

    As you can see from the example, acquisition-based cohorts are a great way to track the initial acquisition and how user behaviour evolves post-acquisition.

    Behavioural-based cohort analysis

    A behavioural-based cohort divides users by their actions on your site. That could be their bounce rate, the number of actions they took on your site, their average time on site and more.

    View of returning visitors cohort report in Matomo dashboard

    Behavioural cohort analysis gives you a much deeper understanding of user behaviour and how they interact with your website.

    What can you achieve with a marketing cohort analysis ?

    A marketing cohort analysis is a valuable tool that can help marketers and product teams achieve the following goals :

    Understand which customers churn and why

    Acquisition and behavioural cohort analyses help marketing teams understand when and why customers leave. This is one of the most common goals of a marketing cohort analysis. 

    Learn which customers are most valuable

    Want to find out which channels create the most valuable customers or what actions customers take that increase their loyalty ? You can use a cohort analysis to do just that. 

    For example, you may find out you retain users who signed up via direct traffic better than those that signed up from an ad campaign. 

    Discover how to improve your product

    You can even use cohort analysis to identify opportunities to improve your website and track the impact of your changes. For example, you could see how visitor behaviour changes after a website refresh or whether visitors who take a certain action make more purchases. 

    Find out how to improve your marketing campaign

    A marketing cohort analysis makes it easy to find out which campaigns generate the best and most profitable customers. For example, you can run a cohort analysis to determine which channel (PPC ads, organic search, social media, etc.) generates customers with the lowest churn rate. 

    If a certain ad campaign generates the low-churn customers, you can allocate a budget accordingly. Alternatively, if customers from another ad campaign churn quickly, you can look into why that may be the case and optimise your campaigns to improve them. 

    Measure the impact of changes

    You can use a behavioural cohort analysis to understand what impact changes to your website or product have on active users. 

    If you introduced a pricing page to your website, for instance, you could analyse the behaviour of visitors who interacted with that page compared to those who didn’t, using behavioural cohort analysis to gauge the impact of these website changes on engagemen or conversions.

    The problem with cohort analysis in Google Analytics

    Google Analytics is often the first platform marketers turn to when they want to run a cohort analysis. While it’s a free solution, it’s not the most accurate or easy to use and users often encounter various issues. 

    For starters, Google Analytics can’t process user visitor data if they reject cookies. This can lead to an inaccurate view of traffic and compromise the reliability of your insights.

    In addition, GA is also known for sampling data, meaning it provides a subset rather than the complete dataset. Without the complete view of your website’s performance, you might make the wrong decisions, leading to less effective campaigns, missed opportunities and difficulties in reaching marketing goals.

    How to analyse cohorts with Matomo

    Luckily, there is an alternative to Google Analytics. 

    As the leading open-source web analytics solution, Matomo offers a robust option for cohort analysis. With its 100% accurate data, thanks to the absence of sampling, and its privacy-friendly tracking, users can rely on the data without resorting to guesswork. It is a premium feature included with our Matomo Cloud or available to purchase on the Matomo Marketplace for Matomo On-Premise users.

    Below, we’ll show how you can run a marketing cohort analysis using Matomo.

    Set a goal

    Setting a goal is the first step in running a cohort analysis with any platform. Define what you want to achieve from your analysis and choose the metrics you want to measure. 

    For example, you may want to improve your customer retention rate over the first 90 days. 

    Define cohorts

    Next, create cohorts by defining segmentation criteria. As we’ve discussed above, this could be acquisition-based or behavioural. 

    Matomo makes it easy to define cohorts and create charts. 

    In the sidebar menu, click Visitors > Cohorts. You’ll immediately see Matomo’s standard cohort report (something like the one below).

    Marketing cohort by bounce rate of visitors in Matomo dashboard

    In the example above, we’ve created cohorts by bounce rate. 

    You can view cohorts by weekly, monthly or yearly periods using the date selector and change the metric using the dropdown. Other metrics you can analyse cohorts by include :

    • Unique visitors
    • Return visitors
    • Conversion rates
    • Revenue
    • Actions per visit

    Change the data selection to create your desired cohort, and Matomo will automatically generate the report. 

    Try Matomo for Free

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

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    No credit card required

    Analyse your cohort chart

    Cohort charts can be intimidating initially, but they are pretty easy to understand and packed with insights. 

    Here’s an example of an acquisition-based cohort chart from Matomo looking at the percentage of returning visitors :

    An Image of a marketing cohort chart in Matomo Analytics

    Cohorts run vertically. The oldest cohort (visitors between February 13 – 19) is at the top of the chart, with the newest cohort (April 17 – 23) at the bottom. 

    The period of time runs horizontally — daily in this case. The cells show the corresponding value for the metric we’re plotting (the percentage of returning visitors). 

    For example, 98.69% of visitors who landed on your site between February 13 – 19, returned two weeks later. 

    Usually, running one cohort analysis isn’t enough to identify a problem or find a solution. That’s why comparing several cohort analyses or digging deeper using segmentation is important.

    Segment your cohort chart

    Matomo lets you dig deeper by segmenting each cohort to examine their behaviour’s specifics. You can do this from the cohort report by clicking the segmented visitor log icon in the relevant row.

    Segmented visit log in Matomo cohort report
    Segmented cohort visitor log in Matomo

    Segmenting cohorts lets you understand why users behave the way they do. For example, suppose you find that users you purchased on Black Friday don’t return to your site often. In that case, you may want to rethink your offers for next year to target an audience with potentially better customer lifetime value. 

    Start using Matomo for marketing cohort analysis

    A marketing cohort analysis can teach you a lot about your customers and the health of your business. But you need the right tools to succeed. 

    Matomo provides an effective and privacy-first way to run your analysis. You can create custom customer segments based on almost anything, from demographics and geography to referral sources and user behaviour. 

    Our custom cohort analysis reports and colour-coded visualisations make it easy to analyse cohorts and spot patterns. Best of all, the data is 100% accurate. Unlike other web analytics solution or cohort analysis tools, we don’t sample data. 

    Find out how you can use Matomo to run marketing cohort analysis by trialling us free for 21 days. No credit card required.

  • A Complete Guide to Metrics in Google Analytics

    11 janvier, par Erin

    There’s no denying that Google Analytics is the most popular web analytics solution today. Many marketers choose it to understand user behaviour. But when it offers so many different types of metrics, it can be overwhelming to choose which ones to focus on. In this article, we’ll dive into how metrics work in Google Analytics 4 and how to decide which metrics may be most useful to you, depending on your analytics needs.

    However, there are alternative web analytics solutions that can provide more accurate data and supplement GA’s existing features. Keep reading to learn how to overcome Google Analytics limitations so you can get the more out of your web analytics.

    What is a metric in Google Analytics ?

    In Google Analytics, a metric is a quantitative measurement or numerical data that provides insights into specific aspects of user behaviour. Metrics represent the counts or sums of user interactions, events or other data points. You can use GA metrics to better understand how people engage with a website or mobile app. 

    Unlike the previous Universal Analytics (the previous version of GA), GA4 is event-centric and has automated and simplified the event tracking process. Compared to Universal Analytics, GA4 is more user-centric and lets you hone in on individual user journeys. Some examples of common key metrics in GA4 are : 

    • Sessions : A group of user interactions on your website that occur within a specific time period. A session concludes when there is no user activity for 30 minutes.
    • Total Users : The cumulative count of individuals who accessed your site within a specified date range.
    • Engagement Rate : The percentage of visits to your website or app that included engagement (e.g., one more pageview, one or more conversion, etc.), determined by dividing engaged sessions by sessions.
    Main overview dashboard in GA4 displaying metrics

    Metrics are invaluable when it comes to website and conversion optimisation. Whether you’re on the marketing team, creating content or designing web pages, understanding how your users interact with your digital platforms is essential.

    GA4 metrics vs. dimensions

    GA4 uses metrics to discuss quantitative measurements and dimensions as qualitative descriptors that provide additional context to metrics. To make things crystal clear, here are some examples of how metrics and dimensions are used together : 

    • “Session duration” = metric, “device type” = dimension 
      • In this situation, the dimension can segment the data by device type so you can optimise the user experience for different devices.
    • “Bounce rate” = metric, “traffic source/medium” = dimension 
      • Here, the dimension helps you segment by traffic source to understand how different acquisition channels are performing. 
    • “Conversion rate” = metric, “Landing page” = dimension 
      • When the conversion rate data is segmented by landing page, you can better see the most effective landing pages. 

    You can get into the nitty gritty of granular analysis by combining metrics and dimensions to better understand specific user interactions.

    How do Google Analytics metrics work ?

    Before diving into the most important metrics you should track, let’s review how metrics in GA4 work. 

    GA4 overview dashboard of engagement metrics
    1. Tracking code implementation

    The process begins with implementing Google Analytics 4 tracking code into the HTML of web pages. This tracking code is JavaScript added to each website page — it collects data related to user interactions, events and other important tidbits.

    1. Data collection

    As users interact with the website or app, the Google Analytics 4 tracking code captures various data points (i.e., page views, clicks, form submissions, custom events, etc.). This raw data is compiled and sent to Google Analytics servers for processing.

    1. Data processing algorithms

    When the data reaches Google Analytics servers, data processing algorithms come into play. These algorithms analyse the incoming raw data to identify the dataset’s trends, relationships and patterns. This part of the process involves cleaning and organising the data.

    1. Segmentation and customisation

    As discussed in the previous section, Google Analytics 4 allows for segmentation and customisation of data with dimensions. To analyse specific data groups, you can define segments based on various dimensions (e.g., traffic source, device type). Custom events and user properties can also be defined to tailor the tracking to the unique needs of your website or app.

    1. Report generation

    Google Analytics 4 can make comprehensive reports and dashboards based on the processed and segmented data. These reports, often in the form of graphs and charts, help identify patterns and trends in the data.

    What are the most important Google Analytics metrics to track ? 

    In this section, we’ll identify and define key metrics for marketing teams to track in Google Analytics 4. 

    1. Pageviews are the total number of times a specific page or screen on your website or app is viewed by visitors. Pageviews are calculated each time a web page is loaded or reloaded in a browser. You can use this metric to measure the popularity of certain content on your website and what users are interested in. 
    2. Event tracking monitors user interactions with content on a website or app (i.e., clicks, downloads, video views, etc.). Event tracking provides detailed insights into user engagement so you can better understand how users interact with dynamic content. 
    3. Retention rate can be analysed with a pre-made overview report that Google Analytics 4 provides. This user metric measures the percentage of visitors who return to your website or app after their first visit within a specific time period. Retention rate = (users with subsequent visits / total users in the initial cohort) x 100. Use this information to understand how relevant or effective your content, user experience and marketing efforts are in retaining visitors. You probably have more loyal/returning buyers if you have a high retention rate. 
    4. Average session duration calculates the average time users spend on your website or app per session. Average session duration = total duration of all sessions / # of sessions. A high average session duration indicates how interested and engaged users are with your content. 
    5. Site searches and search queries on your website are automatically tracked by Google Analytics 4. These metrics include search terms, number of searches and user engagement post-search. You can use site search metrics to better understand user intent and refine content based on users’ searches. 
    6. Entrance and exit pages show where users first enter and leave your site. This metric is calculated by the percentage of sessions that start or end on a specific page. Knowing where users are entering and leaving your site can help identify places for content optimisation. 
    7. Device and browser info includes data about which devices and browsers websites or apps visitors use. This is another metric that Google Analytics 4 automatically collects and categorises during user sessions. You can use this data to improve the user experience on relevant devices and browsers. 
    8. Bounce rate is the percentage of single-page sessions where users leave your site or app without interacting further. Bounce rate = (# of single-page sessions / total # of sessions) x 100. Bounce rate is useful for determining how effective your landing pages are — pages with high bounce rates can be tweaked and optimised to enhance user engagement.

    Examples of how Matomo can elevate your web analytics

    Although Google Analytics is a powerful tool for understanding user behaviour, it also has privacy concerns, limitations and a list of issues. Another web analytics solution like Matomo can help fill those gaps so you can get the most out of your analytics.

    Examples of how Matomo and GA4 can elevate each other
    1. Cross-verify and validate your observations from Google Analytics by comparing data from Matomo’s Heatmaps and Session Recordings for the same pages. This process grants you access to these advanced features that GA4 does not offer.
    Matomo's heatmaps feature
    1. Matomo provides you with greater accuracy thanks to its privacy-friendly design. Unlike GA4, Matomo can be configured to operate without cookies. This means increased accuracy without intrusive cookie consent screens interrupting the user experience. It’s a win for you and for your users. Matomo also doesn’t apply data sampling so you can rest assured that the data you see is 100% accurate.
    1. Unlike GA4, Matomo offers direct access to customer support so you can save time sifting through community forum threads and online documentation. Gain personalised assistance and guidance for your analytics questions, and resolve issues efficiently.
    Screenshot of the Form Analytics Dashboard, showing data and insights on form usage and performance
    1. Matomo’s Form Analytics and Media Analytics extend your analytics capabilities beyond just pageviews and event tracking.

      Tracking user interactions with forms can tell you which fields users struggle with, common drop-off points, in addition to which parts of the form successfully guide visitors towards submission.

      See first-hand how Concrete CMS 3x their leads using Matomo’s Form Analytics.

      Media Analytics can provide insight into how users interact with image, video, or audio content on your website. You can use this feature to assess the relevance and popularity of specific content by knowing what your audience is engaged by.

    Try Matomo for Free

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

    Start for free

    No credit card required

    Final thoughts

    Although Google Analytics is a powerful tool on its own, Matomo can elevate your web analytics by offering advanced features, data accuracy and a privacy-friendly design. Don’t play a guessing game with your data — Matomo provides 100% accurate data so you don’t have to rely on AI or machine learning to fill in the gaps. Matomo can be configured cookieless which also provides you with more accurate data and a better user experience. 

    Lastly, Matomo is fully compliant with some of the world’s strictest privacy regulations like GPDR. You won’t have to sacrifice compliance for accurate, high quality data. 

    Start your 21-day free trial of Matomo — no credit card required.

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