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  • A Guide to Ethical Web Analytics in 2024

    17 June, by Erin

    User data is more valuable and sought after than ever. 

    Ninety-four percent of respondents in Cisco’s Data Privacy Benchmark Study said their customers wouldn’t buy from them if their data weren’t protected, with 95% saying privacy was a business imperative. 

    Unfortunately, the data collection practices of most businesses are far from acceptable and often put their customers’ privacy at risk. 

    But it doesn’t have to be this way. You can ethically collect valuable and insightful customer data—you just need the right tools.

    In this article, we show you what an ethical web analytics solution can look like, why Google Analytics is a problem and how you can collect data without risking your customers’ privacy.

    What is ethical web analytics?

    Ethical web analytics put user privacy first. These platforms prioritise privacy and transparency by only collecting necessary data, avoiding implicit user identification and openly communicating data practices and tracking methods. 

    Ethical tools adhere to data protection laws like GDPR as standard (meaning businesses using these tools never have to worry about fines or disruptions). In other words, ethical web analytics refrain from exploiting and profiting from user behaviour and data. 

    Unfortunately, most traditional data solutions collect as much data as possible without users’ knowledge or consent.

    Why does digital privacy matter?

    Digital privacy matters because companies have repeatedly proven they will collect and use data for financial gain. It also presents security risks. Unsecured user data can lead to identity theft, cyberattacks and harassment. 

    Big tech companies like Google and Meta are often to blame for all this. These companies collect millions of user data points — like age, gender, income, political beliefs and location. Worse still, they share this information with interested third parties.

    After public outrage over data breaches and other privacy scandals, consumers are taking active steps to disallow tracking where possible. IAPP’s Privacy and Consumer Trust Report finds that 68% of consumers across 19 countries are somewhat or very concerned about their digital privacy. 

    There’s no way around it: companies of all sizes and shapes need to consider how they handle and protect customers’ private information

    Why should you use an ethical web analytics tool?

    When companies use ethical web analytics tools they can build customer trust, boost their brand reputation, improve data security practices and future proof their website tracking solution. 

    Boost brand reputation

    The fallout from a data privacy scandal can be severe. 

    Just look at what happened to Facebook during the Cambridge Analytica data scandal. The eponymous consulting firm harvested 50 million Facebook profiles and used that information to target people with political messages. Due to the instant public backlash, Facebook’s stock tanked, and use of the “delete Facebook” hashtag increased by 423% in the following days.

    That’s because consumers care about data privacy, according to Deloitte’s Connected Consumer Study:

    • Almost 90 percent agree they should be able to view and delete data companies collect 
    • 77 percent want the government to introduce stricter regulations
    • Half feel the benefits they get from online services outweigh data privacy concerns.

    If you can prove you buck the trend by collecting data using ethical methods, it can boost your brand’s reputation. 

    Build trust with customers

    At the same time, collecting data in an ethical way can help you build customer trust. You’ll go a long way to changing consumer perceptions, too. Almost half of consumers don’t like sharing data, and 57% believe companies sell their data. 

    This additional trust should generate a positive ROI for your business. According to Cisco’s Data Privacy Benchmark Study, the average company gains $180 for every $100 they invest in privacy. 

    Improve data security

    According to IBM’s Cost of a Data Breach report, the average cost of a data breach is nearly $4.5 million. This kind of scenario becomes much less likely when you use an ethical tool that collects less data overall and anonymises the data you do collect. 

    Futureproof your web analytics solution

    The obvious risk of not complying with privacy regulations is a fine — which can be up to €20 million, or 4% of worldwide annual revenue in the case of GDPR.

    It’s not just fines and penalties you risk if you fail to comply with privacy regulations like GDPR. For some companies, especially larger ones, the biggest risk of non-compliance with privacy regulations is the potential sudden need to abandon Google Analytics and switch to an ethical alternative.

    If Data Protection Authorities ban Google Analytics again, as has happened in Austria, France, and other countries, businesses will be forced to drop everything and make an immediate transition to a compliant web analytics solution.

    When an organisation’s entire marketing operation relies on data, migrating to a new solution can be incredibly painful and time-consuming. So, the sooner you switch to an ethical tool, the less of a headache the process will be. 

    The problem with Google Analytics

    Google Analytics (GA) is the most popular analytics platform in the world, but it’s a world away from being an ethical tool. Here’s why:

    You don’t have data ownership

    Google Analytics is attractive to businesses of all sizes because of its price. Everyone loves getting something for free, but there’s still a cost — your and your customers’ data.

    That’s because Google combines the data you collect with information from the millions of other websites it tracks to inform its advertising efforts. It may also use your data to train large language models like Gemini. 

    It has a rocky history with GDPR laws

    Google and EU regulators haven’t always got along. For example, the German Data Protection Authority is investigating 200,000 pending cases against websites using GA. The platform has also been banned and added back to the EU-US Data Privacy Framework several times over the past few years. 

    You can use GA to collect data about EU customers right now, but there’s no guarantee you’ll be able to do so in the future. 

    It requires a specific setup to remain compliant

    While you can currently use GA in a GDPR-compliant way — owing to its inclusion in the EU-US Data Privacy Framework — you have to set it up in a very specific way. That’s because the platform’s compliance depends on what data you collect, how you inform users and the level of consent you acquire. You’ll still need to include an extensive privacy policy on your website. 

    What does ethical web analytics look like?

    An ethical web analytics solution should put user privacy first, ensure compliance with regulations like GDPR, give businesses 100% control of the data they collect and be completely transparent about data collection and storage practices. 

    What does ethical web tracking look like?

    100% data ownership

    You don’t fully control customer data when you use Google Analytics. The search giant uses your data for its own advertising purposes and may also use it to train large language models like Gemini. 

    When you choose an ethical web analytics alternative like Matomo, you can ensure you completely own your data.

    Try Matomo for Free

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

    No credit card required

    Respects user privacy

    It’s possible to track and measure user behaviour without collecting personally identifiable information (PII). Just look at the ethical web analytics tools we’ve reviewed below. 

    These platforms respect user privacy and conform to strict privacy regulations like GDPR, CCPA and HIPAA by incorporating some or all of the following features:

    In Matomo’s case, it’s all of the above. Better still, you can check our privacy credentials yourself. Our software’s source code is open source on GitHub and accessible to anyone at any time. 

    Compliant with government regulations

    While Google’s history with data regulations is tumultuous, an ethical web analytics platform should follow even the strictest privacy laws, including GDPR, HIPAA, CCPA, LGPD and PECR.

    But why stop there? Matomo has been approved by the French Data Protection Authority (CNIL) as one of the few web analytics tools that French sites can use to collect data without tracking consent. So you don’t need an annoying consent banner popping up on your website anymore. 

    Try Matomo for Free

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

    No credit card required

    Complete transparency 

    Ethical web analytics tools will be upfront about their data collection practices, whether that’s in the U.S., EU, or on your own private servers. Look for a solution that refrains from collecting personally identifiable information, shows where data is stored, and lets you alter tracking methods to increase privacy even further. 

    Some solutions, like Matomo, will increase transparency further by providing open source software. Anyone can find our source code on GitHub to see exactly how our platform tracks and stores user data. This means our code is regularly examined and reviewed by a community of developers, making it more secure, too.

    Ethical web analytics solutions

    There are several options for an ethical web analytics tool. We list three of the best providers below. 


    Matomo is an open source web analytics tool and privacy-focused Google Analytics alternative used by over one million sites globally. 

    Screenshot example of the Matomo dashboard

    Matomo is fully compliant with prominent global privacy regulations like GDPR, CCPA and HIPAA, meaning you never have to worry about collecting consent when tracking user behaviour. 

    The data you collect is completely accurate since Matomo doesn’t use data sampling and is 100% yours. We don’t share data with third parties but can prove it. Our product source code is publicly available on GitHub. As a community-led project, you can download and install it yourself for free. 

    With Matomo, you get a full range of web analytics capabilities and behavioural analytics. That includes your standard metrics (think visitors, traffic sources, bounce rates, etc.), advanced features to analyse user behaviour like A/B Testing, Form Analytics, Heatmaps and Session Recordings. 

    Migrating to Matomo is easy. You can even import historical Google Analytics data to generate meaningful insights immediately. 

    Try Matomo for Free

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

    No credit card required


    Fathom Analytics is a lightweight privacy-focused analytics solution that launched in 2018. It aims to be an easy-to-use Google Analytics alternative that doesn’t compromise privacy. 

    A screenshot of the Fathom website

    Like Matomo, Fathom complies with all major privacy regulations, including GDPR and CCPA. It also provides 100% accurate, unsampled reports and doesn’t share your data with third parties. 

    While Fathom provides fairly comprehensive analytics reports, it doesn’t have some of Matomo’s more advanced features. That includes e-commerce tracking, heatmaps, session recordings, and more. 


    Plausible Analytics is another open source Google Analytics alternative that was built and hosted in the EU. 

    A screenshot of the Plausible website

    Launched in 2019, Plausible is a newer player in the privacy-focused analytics market. Still, its ultra-lightweight script makes it an attractive option for organisations that prioritise speed over everything else. 

    Like Matomo and Fathom, Plausible is GDPR and CCPA-compliant by design. Nor is there any cap on the amount of data you collect or any debate over whether the data is accurate (Plausible doesn’t use data sampling) or who owns the data (you do). 

    Matomo makes it easy to migrate to an ethical web analytics alternative

    There’s no reason to put your users’ privacy at risk, especially when there are so many benefits to choosing an ethical tool. Whether you want to avoid fines, build trust with your customers, or simply know you’re doing the right thing, choosing a privacy-focused, ethical solution like Matomo is taking a massive step in the right direction. 

    Making the switch is easy, too. Matomo is one of the few options that lets you import historical Google Analytics data, so starting from scratch is unnecessary. 

    Get started today by trying Matomo for free for 21-days. No credit card required. 

  • B2B Marketing Attribution Guide: How to Master It in 2024

    21 May, by Erin

    The last thing you want is to invest your advertising dollars in channels, campaigns and ads that don’t work. But B2B marketing attribution — figuring out which marketing efforts drive revenue — is far from easy.

    With longer sales funnels and multiple people from the same company involved in the same sales process, B2B (business-to-business) is a different ballgame from B2C (business-to-consumer) marketing.

    In this guide, we break down what B2B marketing attribution is, how it’s different, which tools you can use to set it up and the best practices.

    What is B2B marketing attribution?

    Marketing attribution in B2B companies is about figuring out where your high-value leads come from — nailing down long customer journeys across many different touchpoints.

    Illustration of attributing a multi-person customer journey

    The goal is to determine which campaigns and content contributed to various parts of the customer journey. It’s a complex process that needs a reliable, privacy-focused web analytics tool and a CRM that integrates with it.

    This process significantly differs from traditional marketing attribution, where you focus more on short sales cycles from individual customers. With multiple contributing decision makers, B2B attribution requires more robust systems.

    What makes marketing attribution different for B2B?

    The key differences between B2B and B2C marketing attribution are a longer sales funnel and more people involved in the sales process.

    The B2B sales funnel is significantly longer and more complex

    The typical B2C sales funnel is often broken down into four simple stages:

    1. Awareness: when a prospect first finds out about your product or brand
    2. Interest: where a prospect starts to learn about the benefits of your product
    3. Desire: when a prospect understands that they need your product
    4. Action: the actual process of closing the sale

    Even the most simplified B2B sales funnel includes several key stages.

    5 stages of the B2B customer journey.

    Here’s a brief overview of each:

    1. Awareness: Buyers recognise they have a problem and start looking for solutions. Stand out with blog posts, social media updates, ebooks and whitepapers.
    2. Consideration: Buyers are aware of your company and are comparing options. Provide product demos, webinars and case studies to address their concerns and build trust.
    3. Conversion: Buyers have chosen your product or company. Offer live demos, customer service, case studies and testimonials to finalise the purchase.
    4. Loyalty: Buyers have made a purchase and are now customers. Nurture relationships with thank you emails, follow-ups, how-tos, reward programs and surveys to encourage repeat business.
    5. Advocacy: Loyal customers become advocates, promoting your brand to others. Encourage this with surveys, testimonial requests and a referral program.

    A longer sales cycle typically involves not only more touchpoints but also extended decision-making processes.

    More teams are involved in the marketing and sales process

    The last differentiation in B2B attribution is the number of people involved. Instead of clear-cut sales and marketing teams, revenue teams are becoming more common.

    They include all go-to-market teams like sales, marketing, customer success and customer support. In B2B sales, long-term customer relationships can be incredibly valuable. As such, the focus shifts away from new customer acquisition alone.

    For example, you can also track and optimise your onboarding process. Marketing gets involved in post-sale efforts to boost loyalty. Sales reps follow up with customer success to get new sales angles and insights. Customer support insights drive future product development.

    Everyone works together to meet high-level company goals.

    The next section will explore how to set up an attribution system.

    How to find the right mix of B2B marketing attribution tools

    For most B2B marketing teams, the main struggle with attribution is not with the strategy but with creating a reliable system that gives them the data points they need to implement that strategy.

    We’ll outline one approach you can take to achieve this without a million-dollar budget or internal data science team.

    Use website analytics to track touchpoints

    The first thing you want to do is install a reliable website analytics solution on your website. 

    Once you’ve got your analytics in place, use campaign tracking parameters to track touchpoints from external campaigns like email newsletters, social media ads, review sites (like Capterra) and third-party partner campaigns.

    This way, you get a clear picture of which sources are driving traffic and conversions, helping you improve your marketing strategies.

    With analytics installed, you can track the referring sources of visits, engagement and conversion events. A robust solution like Matomo tracks everything from traffic sources, marketing attribution and visitor counts to behavioural analytics, like clicks, scrolling patterns and form interactions on your site.

    Marketing attribution will give you a cohesive view of which traffic sources and campaigns drive conversions and revenue over long periods. With Matomo’s marketing attribution feature, you can even use different marketing attribution models to compare results:

    Matomo comparing linear, first click, and last click attribution models in the marketing attribution dashboard

    For example, in a single report, you can compare the last interaction, first interaction and linear (three common marketing attribution models). 

    In total, Matomo has 6 available attribution models to choose from:

    1. First interaction
    2. Last interaction
    3. Last non-direct 
    4. Linear
    5. Position based
    6. Time decay 

    These additional attribution models are crucial for B2B sites. While other web analytics solutions often limit to last-click attribution, this model isn’t optimal for B2B with extended sales cycles.

    Try Matomo for Free

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

    No credit card required

    Use a CRM to integrate customer data from multiple sources

    Use your CRM software to integrate customer data from multiple sources. This will give you the ability to get meaningful B2B marketing insights. For example, you can get company-level insights so you can view conversion information by company, not just by person.

    Done effectively, you can close the loop back to analytics data by integrating data from multiple teams and platforms. 

    Implement self-reported attribution

    To further enhance the data, add qualifying questions in the lead signup process to create a hybrid attribution model. This is also known as self-reported attribution.

    Example of self-reported attribution

    Your web analytics platform won’t always be able to track the source of certain visits — for instance, “dark social” or peer-to-peer sharing, where links are shared privately and are not easily traceable by analytics tools.

    Doing self-reported attribution is crucial for getting a holistic image of your customer journey. 

    However, self-reported attribution isn’t foolproof; users may click randomly or inaccurately recall where they first heard about you. So it’s essential to blend this data with your analytics to gain a more accurate understanding.

    Best practices for handling B2B prospect data in a privacy-sensitive world 

    Lastly, it’s important to respect your prospects’ privacy and comply with privacy regulations when conducting B2B marketing attribution.

    Privacy regulations and their enforcement are rapidly gaining momentum around the globe. Meta recently received a record GDPR fine of €1.2 billion for insufficient privacy measures when handling user data by the Irish Data Protection Agency.

    If you don’t want to risk major fines (or customers feeling betrayed), you shouldn’t follow in the same footsteps.

    Switch to a privacy-friendly web analytics

    Instead of using a controversial solution like Google Analytics, use a privacy-friendly web analytics solution like Matomo, Fathom or Plausible. 

    These alternatives not only ensure compliance with regulations like GDPR but also provide peace of mind amid the uncertain relationship between Google and GDPR. Google Analytics has faced bans in recent years, raising concerns about the future of the solution.

    While organisations governed by GDPR can currently use Google Analytics, there’s no guarantee of its continued availability.

    Make the switch to privacy-friendly web analytics to avoid potential fines and disruptive rulings that could force you to change platforms urgently. Such disruptions can be catastrophic for marketing teams heavily reliant on web analytics for tracking campaigns, business goals and marketing efforts.

    Improve your B2B marketing attribution with Matomo

    Matomo’s privacy-by-design architecture makes it the perfect analytics platform for the modern B2B marketer. Matomo enables you to meet even the strictest privacy regulations.

    At the same time, through campaign tracking URLs, marketing attribution, integrations and our API, you can track the results of various marketing channels and campaigns effectively. We help you understand the impact of each dollar of your marketing budget. 

    If you want a competitive edge over other B2B companies, try Matomo for free for 21 days. No credit card required.

  • CRO Program: Best Practices and KPIs to Track [2024]

    8 May, by Erin

    Driving traffic to your website is only one part of the equation; the second part is getting those visitors to convert by completing a desired action — creating an account, signing up for a newsletter or completing a purchase. 

    But if you fail to optimise your website for conversions, you’ll have a hard time guiding visitors further down the funnel and turning them into customers.

    That’s where a CRO program (or conversion rate optimisation) can help. 

    This article will cover conversion rate optimisation best practices and outline key metrics and KPIs to start tracking to see an improvement in your conversion rates.

    What is a CRO program? 

    In the simplest terms, a CRO program — also called a CRO plan — is a digital marketing strategy. It focuses on implementing different tactics that can lead to an increase in conversion rate and maximising revenue. 

    CRO concept with marketing icons

    One thing to remember is that the definition of “conversion” varies from business to business. The most obvious type of conversion would be a financial transaction or a completed form — but it comes down to what you consider a valuable action. 

    Many different actions can count as conversions, depending on your marketing goals. 

    Besides making a purchase, other common examples of key conversion moments include creating a new account, signing up for a free trial, booking a demo and subscribing to an email newsletter. 

    Another thing worth noting is that while the average conversion rate on e-commerce websites is 3.76%, it might fluctuate across different industries and device types. Case in point — desktop devices have higher conversion rates than mobile devices, clocking in at 4.79% and 3.32%, respectively. 

    So, in addition to defining your key conversion moments, you should also go over conversion insights relevant to your specific industry. 

    The importance of conversion rate optimisation 

    You’d be right to assume that the ultimate goal of a conversion rate optimisation process is to drive revenue through higher conversion rates — but don’t focus solely on the numbers. The core principle of a CRO program is improving the customer experience. Once you’ve achieved that, the increase in conversion rate will follow. 

    Illustration of conversion funnel optimisation

    According to a recent report, global conversion rate optimisation (CRO) software sales are expected to reach $3.7 billion by 2032 — up from $1.1 billion in 2021. 

    This growth indicates the increasing interest in strategies and tools that can help optimise the conversion funnel. Businesses are looking for ways to keep potential customers engaged and improve the average conversion rate — without necessarily increasing their spending. 

    Here are a few reasons why a CRO program deserves a spot in your broader digital marketing strategies: 

    • It can lower your cost per acquisition (CPA): A CRO program is about optimising your conversion funnel by leveraging existing assets and website traffic rather than increasing your spending — which lowers the costs of acquiring new customers and, in turn, drives ROI. 
    • It can maximise customer lifetime value (CLV): If you can turn one-time buyers into repeat customers, you’ll be one step closer to building a loyal user base and increasing your CLV. 
    • It can lead to increased sales and boost your revenue: Higher conversion rates typically mean higher revenue; that’s arguably the most obvious benefit of implementing a CRO program
    • It improves the overall user experience: The goal is to make your site more accessible, easier to navigate and more engaging. Delivering the experience people want — and expect — when navigating your website is one of the core principles of a CRO program.
    • It helps you to get to know your customers better: You can’t meet your customers’ needs without taking the time to know them, create user personas and understand their preferences, pain points and conversion barriers they may be facing. 

    Conversion optimisation gives you a competitive edge in revenue and brand reputation. 

    5 CRO best practices 

    Illustration of different CRO elements

    Here are five conversion rate optimisation strategies and best practices that can make a real difference in the customer experience — and drive potential conversions. 

    Create a CRO roadmap in advance 

    First and foremost, you’ll need a well-defined “game plan” that aligns with and reflects your conversion goals. 

    A CRO roadmap is a detailed manual that outlines how to implement different elements of your CRO-related efforts. Marketing teams can refer to this step-by-step framework for test planning, prioritisation and resource allocation while optimising their marketing strategy. 

    While conversion rate optimisation can be a complex process — especially when you don’t know what to tackle first — we’ve found that there are three things you need to consider when setting the foundations of a successful CRO program: 

    • The “why” behind your website traffic: You’re likely using different online marketing strategies — from SEO to pay-per-click (PPC). So, it’s best to start by gathering channel-specific conversion insights through marketing attribution. Then identify which of these efforts have the biggest impact on your target audience. 
    • The so-called “conversion blockers” that tell you where and why visitors tend to leave without completing a desired action: Funnel analysis might reveal problematic pages — drop-off points where you tend to lose most of your visitors. 
    • Your “hooks”: User feedback can be of great help here; you can learn a lot by simply asking your customers to fill out a quick online survey and tell you what motivated them to take action.

    Before working on that “game plan,” perform a pre-test analysis. 

    Matomo combines web analytics and user behaviour analytics with features like Heatmaps, Session Recordings, Form Analytics, Funnel Analytics, A/B Testing and User Flow. It can give you those initial benchmarks for measuring progress and a potential increase in conversion rate. 

    Validate your ideas with A/B and multivariate testing 

    Conversion rate optimisation is an iterative process. So, it shouldn’t come as a surprise that A/B testing variants of page layouts, CTAs, headlines, copy and other elements is a big part of it.

    Multivariate and A/B testing allows you to test a wide range of elements across your site and identify what works — and, more importantly, what doesn’t — in terms of driving conversions.

    On that note, Matomo’s A/B Testing feature can support your conversion rate optimisation process by identifying variants that perform better based on statistical significance. 

    Try Matomo for Free

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

    No credit card required

    Get to know your website visitors 

    Driving conversions comes down to understanding potential customer’s pain points and needs — and delivering an experience that positions you as the solution and gets them to take action. 

    Here are a few things that can help you understand your website visitors better: 

    • Collecting customer feedback through surveys and using it to identify main areas for improvement 
    • Creating detailed customer personas and optimising your website design and messaging based on your target audience’s pain points, needs and wants 
    • Using heatmaps — colour-coded data visualisation tools that illustrate user interactions — and scroll maps to get a comprehensive overview of online sessions and identify the most engaging elements and those that stand out as potential conversion barriers 

    Matomo’s Heatmaps can help you identify the most-clicked elements on the page and show how far users scroll — providing powerful user insights you can use to optimise these pages.

    Try Matomo for Free

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

    No credit card required

    Remove friction points 

    As we previously discussed, identifying friction points and barriers to conversion — issues that prevent visitors from converting — is one of the crucial aspects of developing a CRO plan. 

    Many different “conversion blockers” are worth looking into, including: 

    • Lengthy or otherwise complex checkout processes 
    • No guest checkout feature 
    • Device type, browser and OS compatibility issues 
    • Slow site speed and other technical issues
    • Lack of free shipping and limited payment methods 
    • Absence of social proof (customer reviews and testimonials) and trust badges

    Once you’ve identified what’s slowing down or completely discouraging users from reaching key conversion moments, take the time to address it. 

    Switch to text-based CTAs 

    Calls-to-action (CTAs) play a crucial role in guiding customers from interest to action. However, sometimes they fail to do their job — encouraging website visitors to proceed to the next step — effectively. 

    The most obvious reason is that your CTAs aren’t visually engaging or clear enough. In that case, you can try using action-oriented language and stronger visual elements and aligning the CTA copy with the context of the page. 

    But more often than not, the issue comes down to a phenomenon called “banner blindness” — the tendency of website visitors to ignore (either intentionally or unintentionally) elements on a page that resemble banner ads. 

    And if that’s what’s preventing visitors from converting, consider switching to text-based CTAs. 

    Conversion rate optimisation metrics and KPIs 

    At this point, you should know the outcomes you hope to achieve. Your next step should be to figure out how you’re going to measure and analyse results — and identify the changes that made the most impact on your conversion funnel. 

    After all, your CRO action plan should be based on data — assumptions and “gut feelings” will rarely lead to a notable increase in conversion rates

    Illustration of the conversion funnel

    That brings us to key performance indicators (KPIs): 

    Tracking CRO metrics and website KPIs can help you understand the customer’s journey and path to purchase, identify opportunities for improving the user experience (UX) and determine how to optimise conversions.

    That said, you shouldn’t try to track every metric in the book; think about your ultimate goal and identify the metrics and KPIs most relevant to your business. 

    We’ll assume that you’re already tracking macro- and micro-conversions. However, we’ve outlined a few additional key conversion rate optimisation metrics you should keep an eye on to make sure that your CRO program is performing as intended: 

    • Cost-per-conversion: By measuring how much you spend on each successful conversion — again, completed forms, sign-ups and sales all count as key conversion moments — you’ll be in a better position to assess the cost-effectiveness of your online marketing strategies.
    • Starter rate: This metric tells you the number of people who start filling out the form, after seeing it. This metric is particularly important for companies that rely on getting leads from forms. 
    • Average order value (AOV): This metric is important for e-commerce sites to understand the value of their transactions. AOV calculates the average monetary value of each order.

    That’s not all; you can also use a web analytics tool like Matomo to gain granular insights into visitors: 

    • Unique, new and returning visitors: Tracking the number of new and returning visitors your website gets within a given timeframe will help you understand your user base and determine if your content resonates with them. While you want a constant stream of new traffic, don’t overlook the importance of returning visitors; they’re the foundation of a loyal customer base.
    • User flows: By analysing the user flows, you’ll have a visual representation of how visitors use your website, which will help you understand their journey and the specific path they take. 
    • Bounce rate: This metric tells you how many users viewed a single page on your site and ended up leaving before they took any kind of action. As such, it’s a clear indicator of how good your content, CTAs and website layout are at keeping users engaged.
    • Exit rate: Another key metric to track is the exit rate — the percentage of users who drop off at a specific page. High-exit pages usually lack important information and CTAs, cause frustration or otherwise fail to meet users’ expectations. Keep in mind that there’s a difference between bounce rate and exit rate — the latter involves users who viewed at least one other page. 

    There are many other user engagement metrics you should keep an eye on in addition to the ones mentioned above — including time on-page, actions per visit, scroll depth and traffic source. You’ll find all this information — and more — in Matomo’s Page Analytics Report


    Implementing a CRO program can be a time-consuming and iterative process. However, it’s vital for guiding your marketing efforts and making data-driven decisions that’ll ultimately help you drive growth and reach your business goals. 

    It’s best to start by identifying where your website visitors come from and what contributes to — or prevents them from — taking further action. But that’s easier said than done. You’ll need to leverage web analytics tools like Matomo to gather powerful user insights and monitor your website’s performance. 

    As an all-in-one, privacy-friendly web analytics solution, Matomo combines traditional web analytics and advanced behavioural analytics — delivering a consistent experience based on 100% accurate, unsampled data.

    Join the 1 million websites that have chosen Matomo as their web analytics platform. Start your 21-day free trial today — and see how Matomo can help you improve your website’s conversion rates. No credit card required.