Definition:
Matomo, formerly known as Piwik, is an open source analytics software that provides detailed statistics on the usage of a website, such as the number of visits, page views and traffic origin. Based on PHP and MySQL, Matomo can be installed on an in-house server or used as a cloud service through a paid subscription offered by Innocraft, the company that provides support for Matomo. Matomo installation is simple and accessible to non-technical users. It only requires unzipping a file, uploading it via FTP and connecting it to a database.
Origin and evolution of Matomo
Matomo, originally known as Piwik, was founded in 2007 by Matthieu Aubry. The initiative was born with the purpose of becoming a leading open source digital analytics tool, allowing users to have full control over their data. Since its inception, Matomo has focused on offering a transparent and accessible alternative to commercial web analytics solutions, prioritizing privacy and information control. Evolution of Matomo:
- 2010: Introduction of advanced data personalization and segmentation features, extending its functionality.
- 2012: Expansion of its capacity to integrate with other systems and platforms, improving its versatility.
- 2015: Surpasses one million users, consolidating its position as one of the leading open source analytics tools.
- 2018: Name change to Matomo to avoid confusion with Piwik Pro and reinforce its identity as an open source solution.
- 2020: Implementation of enhanced privacy analytics capabilities and compliance with regulations such as GDPR.
- 2022: Continued upgrades including artificial intelligence to optimize data analysis and provide deeper insights.
Web analytics reports on Matomo
Matomo offers a variety of detailed reports that allow users to gain an in-depth understanding of visitor behavior on your website. These reports are essential for optimizing digital strategy and improving user experience. Below are some of the most important reports provided by Matomo:
- Visitor Report: Provides detailed information about visitors, including their geographic location, devices used, browsers and operating systems. This report helps to better understand the audience profile.
- Page views report: Shows which are the most visited pages of the site, the average time spent on each page and bounce rates, allowing you to identify the most attractive content.
- Traffic sources report: Details the origin of web traffic, whether from search engines, social networks, referrals or direct traffic, helping to evaluate the effectiveness of user acquisition strategies.
- Goal reporting: Allows you to set and track specific goals, such as conversions or key interactions, providing metrics on performance against business objectives.
- Behavioral reporting: Analyzes the user journey within the site, identifying navigation patterns and exit points, which is crucial for optimizing the site architecture.
Differences between Matomo and Google Analytics
Matomo and Google Analytics are two of the most popular web analytics tools, but they differ in several key ways. Here are some of the most significant differences between the two platforms:
- Data ownership: Matomo allows users to have full control over their data by hosting the software on their own server, ensuring that the information collected remains private. In contrast, Google Analytics stores the data on Google’s servers, which means that Google has access to this information.
- Privacy: Matomo is designed with a strong focus on privacy, which is ideal for organizations that need to comply with strict data protection regulations, such as GDPR. Google Analytics, while offering privacy settings, shares data with Google to improve its services.
- Functionalities: Both platforms offer robust tools for web analytics, but differ in their customization capabilities. Matomo allows customization through plugins and specific features, while Google Analytics integrates seamlessly with other Google products.
- Ease of use: Google Analytics is known for its intuitive and familiar interface for many users, making it easy to adopt. Matomo, while also easy to use, may require more initial configuration if you opt for installation on your own server.
- Costs: Google Analytics is free for most users, although it offers a premium version for large companies. Matomo offers a free version if installed on your own server, but also has paid options for cloud services or advanced features.