Key Takeaways

1. Introduction to Matomo:

   • Originally launched as Piwik in 2007, rebranded to Matomo in 2018
   • Used by 1 million websites (compared to Google Analytics' 14 million)

2. Growing Importance of Privacy:

   • Rising concerns about data ownership, compliance, and governance
   • Increasing government regulations (GDPR, Digital Services Act, US state privacy policies)
   • 71% of customers would stop doing business with companies mishandling their data

3. Advantages of Matomo:

   • Full data ownership
   • GDPR and CCPA compliant
   • Enhanced data governance and security control
   • Offers behavior data with reports, insights, and API usage
   • Notable clients include United Nations, Majestic, and Ahrefs

4. How Matomo Works:

   • Uses JavaScript tracker for data collection
   • Does not use tracking cookies or access server log files
   • Uses Universal Device Detection library for browser and device identification
   • Some data stored in first-party cookies

5. Installation Options:

   • Cloud: £20.40/month for 50,000 hits (with 21-day free trial)
   • On-Premise (self-hosted): Free to use with no data limits
   • Content Management System: Easy installation for 100+ technologies

6. Pros of Matomo:

   • Wealth of data
   • Flexibility
   • Additional functionality

7. Cons of Matomo:

   • User Interface (compared to Google Analytics)
   • Data export limitations
   • Learning curve (education needed)

8. Market Share:

   • As of January 2024, Matomo has 1.6% market share compared to Google Analytics' 50.5%

Action Items

1. Evaluate Privacy Needs:

   • Assess your organization's data privacy requirements and compliance needs
   • Determine if Matomo's privacy-focused approach aligns with your goals

2. Compare Features:

   • Create a comparison chart of Matomo vs. your current analytics solution
   • Identify any critical features you need that Matomo may or may not offer

3. Test Matomo Cloud:

   • Sign up for the 21-day free trial of Matomo Cloud
   • Implement Matomo alongside your current analytics to compare data and usability

4. Explore On-Premise Option:

   • If data control is crucial, investigate the feasibility of self-hosting Matomo
   • Assess your team's capacity to manage and maintain a self-hosted solution

5. CMS Integration:

   • If using a popular CMS, test Matomo's integration capabilities
   • Evaluate the ease of installation and data collection through your CMS

6. User Interface Familiarization:

   • Spend time exploring Matomo's interface to understand its navigation and reporting structure
   • Identify any areas where additional training might be needed for your team

7. Data Export Testing:

   • Test Matomo's data export capabilities to ensure they meet your reporting needs
   • Explore API options if advanced data manipulation is required

8. Cost-Benefit Analysis:

   • Compare the costs of Matomo (Cloud or On-Premise) with your current analytics solution
   • Consider both financial costs and potential benefits of enhanced privacy and data control

9. Stay Informed:

   • Keep track of Matomo's development and new features
   • Monitor changes in data privacy regulations that might affect your analytics strategy

Remember: While Matomo offers strong privacy features and data control, it's important to carefully consider your specific needs and resources before making a switch from established analytics platforms.

For more information:

• LinkedIn: /in/kieramonaghan/
• Website: www.digitalanalyticsconsultant.co.uk
• Presentation Deck: Speakerdeck.com/kieramonaghan