MARKETING

Google Analytics has been setting the standard for analytics platforms since its launch on November 14th, 2005. ‍ It tracks website data which gives users the needed insights to improve their pages and optimize their conversion rates. Google Analytics soon grew into the most used analytics tool in the world, commanding an impressive 85% market share. (1) ‍ People have noted this success and since developed their own analytical software to rival it. ‍ Companies like Kissmetrics, founded in 2008, have provided users with viable alternative tracking tools. ‍ There are many reasons why you should switch to a google analytics alternative. But let’s take a closer look at both Kissmetrics and Google Analytics and help you figure out which platform would suit your needs. The similarities between Kissmetrics and Google Analytics Google Analytics helps users identify behavioral patterns of website visitors, telling you where they’re from, how long they stayed on a page, and what action was completed on a page if any before they clicked away. ‍ This conversion tracking helps users of GA adapt their pages to optimize results. ‍ Google Analytics tracks all the important metrics that users need to know about and offers a great summary of these in the form of a table, chart, and graph. Users are able to set up custom reports that are tailored to their goals and needs. ‍ Kissmetrics also helps companies understand customer behavior. They offer detailed customer delivery reports which help you track daily, weekly, and monthly users. ‍ It also allows you to see the most popular pages on your site, so you know where the most interest is. ‍ At first glance it might seem like both analytics tools do the same thing, right? ‍ Well, there are a few significant differences. Have a look at these: Differences between Kissmetrics and Google Analytics The kind of Data they track Google Analytics tracks anonymous data, meaning that they base their results on a large sample of visitors. So Google Analytics tells you about the overall traffic performance of a site and the top trends on a webpage. ‍ They make use of software called Google Tag Manager to track visitor interactions. The Tag Manager then allows you to set up certain event tracking, which when triggered will be counted in their report. ‍ Kissmetrics connects all their data to a specific person. This means that their reports are more personalized and focused on specific users. As can be seen in the screenshot below, this reporting tool allows you to hone in on individual visitors and track their interactions with your app or website. ‍ ‍Credit: Kissmetrics.com Data Accuracy Because Google Analytics makes use of anonymous tracking, they assume that each visit is a new person. This leads to inaccurate conversion rates. ‍ Kissmetrics knows when a single user accesses your website from different devices or browsers. Because it ties all this data together, conversion reports are more accurate. Customer Journey What is a customer journey? ‍ It’s the path of interactions an individual has with your product or services, from the moment they land on your first page, until after they’ve made a purchase or acted in a desired way, until the moment they leave your page. ‍ Google Analytics tracks sessions, not visitors, so you can’t build up customer journeys. GA helps a person understand what’s happening on their website before a purchase happens, but leaves many questions about the entire experience of individual users. ‍ Kissmetrics tracks the entire customer journey and shows you the drop-offs right throughout. This means that vendors know at which stage their potential customers have opted out of a purchase, including the time after they’ve added an item to the e-Commerce checkout cart. Marketing Funnels What is a funnel? A funnel is a series of steps or events that a user takes that lead to a conversion. ‍ It’s important to set up custom funnel reporting as it will help you visualize the steps that customers take to ultimately complete a task on your website. Knowing this helps you improve your site and reduce inefficient or abandoned customer journeys. ‍ Credit: GA4Bigquery.com‍ ‍ In your funnel reports, Google Analytics will show you important metrics such as Visitors, Bounce Rate, Time on site, and Exits. As seen in the image above, these metrics are tied to sessions, not individual visitors. ‍ As mentioned, Kissmetrics ties data to individual people, so their funnel report will give you data on one user source. This allows you to increase conversion rates over time. Support No matter how many white pages you study or how many tutorials you watch, sooner or later everyone needs a real human that can help resolve issues and give needed advice on the day-to-day use of the analytics tool. ‍ Even though Google Analytics has always offered support in the form of e-mail platforms and online Q&A they do not offer live support to those who use the free version. ‍ Kissmetrics offers live support with setting up their platform and also live communication with a real person (not a bot) when you need their help. ‍ E-commerce data tracking Google Analytics has long since been an attractive tool for small and medium e-commerce businesses. ‍ It offers some of the most important reports any vendor would need insight into, namely ‍ Enhanced Commerce Reports These consist of Campaign views, Campaign clicks, Product views, Product clicks, Product detail page views, Shopping cart additions, Shopping cart changes, Shopping cart abandonment, Coupon code activity, Purchase activity, Refund requests Average order value (AOV), and other metrics. ‍ Goal Flow Reports Helps businesses identify ‘stuck’ points for customers and leverage these points to better their return on investment. ‍ Users Flow Reports Helps you understand how visitors to your website are navigating their way through your web pages. By comparing the desired path to the actual paths, e-commerce managers can make user experience adjustments to better serve their prospective customers. ‍ Channel

Your choice of analytics solution plays a crucial role in how you collect, measure, and analyze website data to achieve your business goals. ‍ So, you must choose a website analytics platform that offers: ‍ a cost-effective model relative to your business size, an easy-to-use interface, fast loading of analytics data, mutual integration with relevant marketing tools, and total control of your website data. ‍ Keep reading if you’re looking for good analytics tools and want a detailed Matomo vs. Fathom comparison to help you narrow down your decision. ‍ This article discusses the key differences between these analytics tools – their main advantages, pros and cons and the best tool for different audience types. ‍ What Is Matomo? Source: Matomo Home Page‍ ‍ Matomo Analytics (formerly Piwik) is an open-source web analytics tool based on PHP MySQL software that provides detailed reports on your website and its users. The report tells you who your users are, how they interact with your content, what marketing channel they came from, and how they convert …or bounce off your website. ‍ So you can see what works and what does not on your marketing funnel for better conversion. ‍ Matomo gives you total control of your website data. No third party can access your website data without your authorization. ‍ What Is Fathom? ‍ Source: Fathom Home Page‍ ‍ Fathom Analytics is a simple, open-source web analytics platform that helps you track, analyze, and report your website data while placing a premium on data privacy. ‍ So, unlike Google Analytics, Fathom does not collect personal data of your website visitors. ‍ And it does not use cookies, so you won’t have to bother about the ugly cookies notification bar on your website anymore. ‍ Fathom is an easy-to-use analytics tool for website owners at any technical level. It has a dashboard that allows you to monitor: ‍ number of website visitors site pageviews bounce rate average time on site goals completion ‍ The Core Similarities Between Matomo And Fathom ‍ Matomo and Fathom have some fundamental aspects in common. Let’s look at these features before we dive into their core differences. Open Web Analytics ‍ Matomo and Fathom encourage user feedback and suggestions. ‍ For example, you can look at the Fathom development’s public roadmap and add (or vote on) your preferred feature recommendations. Open Source Analytics Tools ‍ Both Matomo and Fathom are open-source analytics tools – the analytics tracker codes of both are available on GitHub for you to view and inspect. ‍ Open-source tools ensure transparency and openness. You can read and review their tracker codes and learn how they keep your data private and secure. 100% Ownership Of Your Website Data ‍ Both Matomo and Fathom Analytics are privacy-friendly analytics solutions. ‍ But what does this mean? ‍ Your analytics and website data are all yours. Unlike Google Analytics which collects personal data of your website visitors for ad purposes, Matomo and Fathom Analytics give you total control over your website data. ‍ So you need not worry about unauthorized access or use of your website data. The Core Differences Between Matomo And Fathom  ‍ Besides their user interface and other features, the core differences between Matomo and Fathom are the differences in their pricing plans, hosting, integration with other tools, loading speed and use of cookies, and trackable metrics. Pricing Plans ‍ Matomo has two models, namely Matomo Cloud and Matomo On Premise: ‍ Matomo On Premise: This version of Matomo is FREE. To get started, you need to host it on your server. However,  you can purchase specific bundles for better analytics. ‍ These bundles include SEO web vitals (starting at $86.67/year), multi-channel conversion attribution (starting at $86.67/year), Roll-Up reporting (starting at $218.33/year), etc. ‍ Matomo Cloud: This version of Matomo is cloud-hosted and comes at a price that varies with your website’s traffic and use. The price ranges from $0(21 Day free trial) to $15,250 annually. ‍ Fathom has two versions, namely Fathom Analytics (main software) and Fathom Lite. ‍ Fathom Analytics: Cloud-hosted, uses no cookies, offers additional metrics, and comes at a price. The price starts at $14/month; for business is $24/month; for enterprise is $34/month. ‍ Fathom Lite: FREE, but it has limited features. ‍ Overall, when it comes to pricing, Fathom is the better choice because it offers about the same features as Matomo at a cheaper cost. Integration With A WordPress Plugin ‍ Because they are both cloud analytics tools, Matomo and Fathom Analytics have similar WordPress integration processes. ‍ To set up Matomo for WordPress, download the WP-Matomo plugin from your WP admin dashboard. The WordPress-Matomo integration uses Matomo API to provide you with metrics about your website visitors and how they interact with your website. ‍ On the other hand, to set up Fathom for WordPress, download the WP- Matomo Analytics plugin from your WP dashboard. Alternatively, copy your Fathom Pro tracking code and paste it into your footer theme file. Trackable Metrics ‍ Source: Fathom Dashboard ‍ ‍ Fathom Analytics allows you to add unlimited users, goals, segments, and 50 websites. But you can only track 6 metrics. ‍ With Matomo Cloud, you can only add 30 users, 200+ metrics, track 150 goals, 100 segments, 30 websites, and 30 custom dimensions. ‍ So, you can track more metrics on Matomo than on Fathom Analytics. In addition, both Matomo and Fathom Analytics offer server log analytics and intranet analytics. You can access your intranet analytics and see the unique website visitor data of people in your intranet network at a glance. Overall, if you want an analytics solution that tracks more than the basic metrics between the two options, then you should opt for Matomo. Use Of Cookies ‍ Matomo uses first-party cookies to track your intranet website visitors with similar system configurations, such as IP addresses, computers, etc. ‍ Conversely, Fathom Analytics does not use any cookies at all. According to Fathom, their software “intelligently tracks information about

So you’re looking for a web analytics tool that will fit your business size and give you raw data on the behaviour of your site visitors so that you can zero in and optimize for better conversion? You might have been advised to choose a web analytics tool: That is price-friendly to the size of your business. That has advanced analytics features. That allows mutual integration with a ton of marketing tools. That gives you 100% data ownership. Now, if you’ve searched for good analytics tools and you’re looking for a well-detailed Matomo vs Google Analytics comparison before you make your final decision, then read on. In this article, we’ve covered the core differences between these analytics tools; their key advantages, pros and cons, FAQs, and the best tool for different audience types. So, let’s get started by first understanding these basic questions; what are Matomo and Google Analytics? What Is Matomo Analytics (Formerly Piwik Analytics)? ‍ Source: Matomo Dashboard ‍ Matomo Analytics (formerly called Piwik) is open-source software that is used for real-time user information, and event tracking on your website to discover; who your visitors are, what marketing channel they come from, the pages they navigate to, and how they convert… or drop off. With this, you will gain insight on what to adjust on your marketing funnel to drive the best conversion. More importantly, Matomo gives you 100% ownership of your data. This simply means that you’re not sharing your analytics data with any third-party platform, unlike Google Analytics which uses data collected to serve Google ads to its advertising platform. ‍ What Is Google Analytics  ‍Source: Google Analytics Dashboard Quite similar to Matomo, Google Analytics is one of the most popular and widely-used analytics tools from Google that provides a wide range of useful data for a basic fee of $0. More importantly, with Google Analytics, you can: Discover the most visited pages on your website. See which devices your visitors are using. Find out where your visitors are coming from; channels and geographical locations. And generate many more custom reports. Despite sharing a similar analytical infrastructure with Matomo, there are core differences that digital marketers look out for before choosing any of these tools. Now let’s look at these differences and discover their core strengths for different audience types. ‍ The Core Differences Between Matomo And Google Analytics Aside from other features, the core differences between Google Analytics and Matomo are differences in their pricing models, hosting and trackable metrics. Matomo Paid Version Vs. Google Analytics Premium (Google Analytics 360) To get started, Google Analytics is totally FREE for basic users but has a paid version for advanced features like access to 1 Billion+ hits per month.   Source: Google Analytics Website ‍ The advantage of using Google Analytics over Matomo is that Google Analytics’ free version provides more than enough insight that any business type will need to scale its marketing efforts. The Key Differences Between Matomo On Premise And Matomo Cloud For Matomo, you can choose between the Matomo on Premise hosting which is free or you can opt for Matomo Cloud. Matomo On Premise Though Matomo On Premise is absolutely free, and all you need to get started is to install Matomo on your server, you can purchase specific bundles for better analytics. These bundles are SEO web vitals (from $86.67/year), multi-channel conversion attribution (from $86.67/year), Roll-Up reporting (from $218.33/year), etc.   Source: Matomo Website‍ Source: Matomo Website ‍ ‍Source: Matomo Website Matomo Cloud Matomo cloud has a pricing model that ranges from $0(21 Day free trial) to $15,250 according to TrustRadius. Also, the process of installing Matomo Cloud is similar to the process of installing Google Analytics because both are cloud hosted. ‍ Integration With A WordPress Plugin Both Matomo and Google Analytics have similar WordPress integration processes because they are both cloud analytics tools. Though, because of Google Analytics’ popularity, there are tons of WordPress plugins that can be used to host the tool on any WordPress site. One of the recommended WordPress plugins that integrate Google Analytics with any WordPress site without requiring any coding knowledge is MonsterInsight. You can click here to read WPBeginer’s detailed blog post on its installation. The WordPress-Matomo integration uses Matomo API to give you data on your sites’ visitors and their behaviour on your website. ‍ Differences In Their Tracking Features The two analytics tools have basic tracking features that track similar metrics like real-time users, user locations, device and operating system, best-performing landing pages, top exit pages, traffic sources and referrers, etc. Narrowing down to their basic tracking features, let’s look at their tracking limitations and the tool among the two that offers advanced tracking abilities. Number of Metrics That Can Be Tracked. If you opt for the basic Matomo Cloud, you’ll be able to add only 30 users, track 150 goals, 100 segments, 30 websites, and 30 custom dimensions. But with Google Analytics, you can add unlimited users, goals, segments, and custom dimensions all for free. This is one of the reasons why Google Analytics is one of the most preferred analytics tools for Digital Marketers. Matomo provides both server log analytics and intranet analytics. You can gain access to your intranet analytics and at a glance, you will see the unique website visitor data of people in your intranet network. While tracking visits on your intranet website, Matomo uses first-party cookies to track visits of people that have similar system configurations like IP addresses, Computers, etc. ‍ 100% Ownership Of Your Analytics Data If privacy is key in your business, then choose Matomo over Google Analytics because Matomo lets you own 100% of your data and not share it with any third party or advertising platform. On the other hand, Google Analytics serve ads to their users by using data collected from web visitors’ behaviour on sites like yours. If you’re guessing that Google Analytics is a freemium software because their alternative source of revenue is ads, then also

Today, there are many analytics tools, each sporting a list of impressive features. But it’s not always easy to figure out which of these your business really needs. So how do you choose the right tools for your business? The Abralytics team is here to help! ‍ We think life is complicated enough and finding the right tools to help you run a stellar website shouldn’t be. ‍ An analytics tool helps you “analyze” your website or mobile app. Some tools help you with more technical aspects like page loading speeds and site maps, others tell you more about your customers and how they engage with your site, and some even help you fill your page content with all the right words to rank well in search. ‍ Today, we’ll discuss two well-known and respected analytics tools, Matomo and Hotjar. What do these two platforms offer that makes them worthy of your consideration? ‍ Hotjar in a nutshell ‍ Hotjar is a UX tool focused on helping you create a great user experience on your website or mobile app. Its features fall into two main categories, namely, Observe and Ask.  ‍ Observe: Visualise what a visitor does on your website from the first to the last click. User behavior is observed using heatmaps and session recordings. We’ll delve deeper into these incredible features in a bit. ‍ Ask: How helpful would it be if you could talk directly to your online customers like we did in the past with a traditional store? Now you can with Hotjar’s Feedback and Survey tools. ‍ Hotjar is not a traditional website analytics tool like Google Analytics, which gathers data in the form of reports. If you find it challenging to turn reports into meaningful insights, Hotjar is perfect for you! No guesswork, just a clear customer journey right before your eyes. However, Hotjar does recommend running its platform alongside an analytics program to get the most comprehensive insights. ‍   ‍Source: Hotjar Matomo in a nutshell Matomo is both a UX and web analytics tool rolled into one. The clear advantage of Matomo over Hotjar is you can run both from a single place instead of using two different platforms. ‍ It has similar UX features to Hotjar, like heatmaps and session recordings, as well as a host of analytics tools. How does it compare to Google Analytics? See our blog section for an in-depth article, but here are a few key advantages of choosing Matomo over Google Analytics: ‍ With Matomo, you have 100% ownership of all data.  ‍ No data sampling or limitations ‍ The ability to import GA data. For now, it’s not possible to import data from Universal GA to the new GA4 platform. When you switch over, data will be collected from scratch, meaning you’ll lose all the historical data you’ve collected. Matomo allows you to import all your data from UA – that’s a big plus. ‍   Source: Matomo ‍ What about a little thing called data protection? ‍ If recording a user’s session or movements sounds a little suspicious to you in terms of data protection, have no fear. Both platforms are fully GDPR (General Data Protection Regulation) and CCPA compliant. ‍ With Matomo, you are given 100% ownership of data and a guarantee that it won’t be used for marketing or other purposes.  ‍ Both platforms collect data about a person’s interaction on your site and use it to create a visual representation of their journey. All of this is possible without tracking a personal IP address or needing to collect personal data. Heatmaps & Session Recordings Both Hotjar and Matomo offer heatmaps and session recording tools. ‍ Heatmaps help you see exactly where visitors click on a page, their movements, and how far they scrolled down. The more an area has been clicked on, it will gradually move from being highlighted in green to red. This is known as a “hotspot.” ‍ Both platforms give you these three options: Click; Move; Scroll; And both allow you to switch between desktop, tablet, or mobile heatmaps. ‍   Source: Hotjar‍ ‍ To the left is a scroll heatmap, and to the right, a click heatmap on the Hotjar platform. ‍ Session Recordings are videos of a visitor’s journey on your website. Like heatmaps, they also show you where users clicked, scrolled, or left your site. Benefits of heatmaps and session recordings ‍ It helps you see which areas of your site are popular and which are largely ignored. Are users seeing important content and using main links such as CTA’s? ‍ Clearly shows you at which point a user left your site. This can help you identify an element of your site that frustrates users or indicates which content needs a CTA or more engaging content. ‍ See how far a user scrolled down on a page. This can indicate which pages may be too long or don’t hold the user’s interest for long enough. ‍ Compare a site’s performance across devices: Desktop, tablet, and mobile. ‍ User recordings help you spot elements of your site that aren’t performing as they should, such as broken links or tabs. Additional features offered by Hotjar You can also purchase “Ask” features with Hotjar, namely Feedback and Surveys.  ‍ Feedback enables you to simply ask visitors about their online experience in real-time. It appears as a tab at the side of your site’s pages, so if a user expresses frustration or happiness, you know exactly which page caused them to feel that way. Collecting user feedback helps you to turn more visitors into customers. ‍   Source: Hotjar‍ ‍ Surveys help you get valuable suggestions or comments from website visitors, giving you a platform to ask the right questions at the right time. Hotjar makes this process really simple by providing pre-built templates and a handy question bank. In a few minutes, you can set up a survey to ask visitors what caused them to leave your

Are you looking for a web analytics platform to replace Google Analytics? ‍ Both Matomo and Mixpanel are great alternatives if you are looking for a tool that is: ‍ Easy to understand, and Powerful enough to give meaningful insights ‍ But which one is more suited to your business model?  ‍ Let’s find out how they compare across six different categories, namely: ‍ Installation and Setup Features Dashboard Integrations Support Pricing ‍ We’ll also look at one outstanding feature of each tracking tool and give you our two cents’ worth at the end of the article. Who are they? Mixpanel’s motto is: ‍  “build better products.” ‍ And that’s what they’ve been helping people do with their data since launching in 2009.  ‍ Mixpanel has finetuned its software over the years and is currently one of the most advanced analytics platforms in the world for mobile and web tracking. ‍ Matomo’s (formerly Piwik) motto is: ‍  “To create, as a community, the leading open digital analytics platform that gives every user full control of their data.” ‍ Matomo is an open-source analytics software with privacy protection and user-centric insights. It focuses on web analytics rather than product analytics. Who will they appeal to? Mixpanel has been designed for engineering, product, design, and analytics data teams. It focuses on product-based data capturing, allowing the user to see how people interact with a specific product. ‍ They thrive on providing metrics that help businesses convert goals, engage with customers, and, most importantly, focus on user retention. ‍ Matomo, on the other hand, will appeal to companies looking for a cloud or on-premise open-source web analytics solution. ‍ It is intended for marketing and content teams who need to focus on SEO activities without losing control of their user data. It’s suitable for small and large businesses. ‍ One of the most appealing features of Matomo is that their data analysis reports are never sold off; they allow you 100% data ownership. ‍ So, now that you understand these two analytics tools better let’s see how they fare in a head-to-head comparison. Installation and Setup ‍ Configuring and setting up Mixpanel is relatively straightforward. Users follow a step-by-step process beginning with registering and signing up for their services.  ‍ Once a user understands which metrics he wants to track, setting up the code takes around 30-minutes per event. This is because you’ll write the code for the desired event tracking, verify the data, and then run a stress test to see if it’s working correctly before merging the code with your Data tracking. ‍ Matomo users will need to sign in to their accounts. ‍ Click on Administration, then under Websites/Measurable, click on Manage.  ‍ This page is used to create, update and delete websites. Click on Add a new website to create a new site in Matomo. Features Analytics platforms have more or less the same features, don’t they? ‍ But not all are necessarily crucial to your business. ‍ Let’s break it down into the most important features and see how they compare: ‍   Created with Canva‍ Goal Tracking  Goals help you measure how well your app or site fulfills your target objectives. When an activity is completed, a goal is met.  ‍ Examples of Goals are  ‍ Destination Goals Duration Goals Pages/Screens per session Goals Events Goals ‍ Both Matomo and Mixpanel Analytics allow you to set Goals suited to your business objectives. Event Tracking Event tracking helps you identify when a specified event has occurred in your app or business. These events include, but are not limited to,  ‍ Form submissions Link Clicks Video Plays Downloads ‍ Both Matomo and Mixpanel allow you to create custom event tracking, which gives a more focused understanding of how people interact with your website. This is important because companies will each have different events they need to know about. ‍ For example, a music service would want to track a song download as an event, while an eCommerce company would be more interested in a user clicking ‘add to cart.’ Multiple site Management When you have different divisions within your business,  you need the ability to track multiple pages, websites, or apps with one user account. ‍ Mixpanel and Matomo analytics both allow you to do this.  Heatmaps A heat map tool is very handy as it gives you a visual presentation of how your visitors navigate your website. ‍ Use Matomo’s heatmaps to see where a visitor clicked, moved around, scrolled and spent the most time on your website’s pages.  ‍ For further reading on Matomo’s Heatmap feature, check out this article which discusses it in more detail.  ‍ Unfortunately, Mixpanel does not offer a heatmap tracking feature. A – B testing AB testing is an experiment run to determine which version of a page gets the desired response from users.  ‍ For instance, if you notice that people visit a page, but your conversions metrics tell you that they don’t click on the ‘play video’ button, you might want to run an A/B test. ‍ You could then move the play video tab to a different location, edit the font or enlarge the text size. Allow the page to run again and see if your conversion metric increases. If it does, you know that the second version of that page is more successful. ‍ Both of these analytics tools allow you to test different varieties of pages. User Interaction Tracking A Unique feature of Matomo is its content tracking ability. ‍ This software allows you to track how specific pieces of content perform on your website or mobile app.  ‍ For example, you might have google ads set as a pop-up on one of your web pages. Have you ever wondered how users interact with that bit of content?  ‍ Matomo Content tracking will tell you whether they simply closed it, followed the link, or allowed the ad to play. ‍ A real strength of Mixpanel is

Both Matomo and Open Web Analytics are web analytics tools and rival Google Analytics in one way or another. And while there are several similarities between these platforms, most importantly, both are Open Source Software. (1) This article will give you an honest evaluation of these two platforms and highlight 7 key features that you should be interested in when choosing your Web Analytics tool, namely: Integration Data Privacy Lightweight Script Ease of use Capability Price Free Trial Period A brief overview of Open web Analytics (OWA) Open Web Analytics (OWA) is a popular open-source Web Analytics Framework (2) that can enable a person to track user interactions with your website or applications. ‍ It uses simple Javascript and PHP APIs to add web analytics to sites. A relatively small company that supports tracking with WordPress (3) and MediaWiki (4), both very popular website frameworks. A brief overview of Matomo Matomo was started in 2007 and was originally named PIWIK. The company was launched and based on the concept of providing free software to users. ‍ Matomo means honesty in Japanese and is an all-in-one open-source analytics platform. ‍ Used by over 1.4 million Websites in more than 190 countries and accessible in more than 50 different languages. Matomo vs. Web Analytics – 7 Key Features Integration. How well do these analytics tools work with the mainstream platforms out there, such as Wix, WordPress, and Shopify? Ask yourself:  Will my chosen Analytics platform play well with others? Will it be difficult to get it to talk to my website framework? ‍ If your web analytics tool doesn’t ‘speak’ to your website or applications, you’ll never be able to measure the success of your site accurately, which could be costly for your business. Matomo Integration ‍ Matamo easily integrates with over 100 different technologies, including Content Managing Systems, Online Shops, Forums, and Frameworks. ‍ This means that if you choose to use Matomo Analytics, the chances are excellent that you’ll be able to analyze website traffic, regardless of the operating system you use. ‍ OWA Integration ‍ Although Open Web Analytics can track and analyze site visitor interaction on any website framework, its support is focused mainly on WordPress and MediaWiki content managing systems. Data sharing Source: Pexels.com‍ ‍ An appropriate alternative heading could easily have been “The cookie issue.” No jokes. ‍ Cookies are files that are created by sites and apps you visit. These files contain bits of personal information such as a Username and Password. ‍ When a user allows cookies, they permit the website owners to streamline their browsing experience by using the stored information to tailor it to your preferences. ‍ But this presents a lucrative financial opportunity to retailers, as they will pay good money to know what people are most interested in. ‍ Google Analytics, for example, tracks the following information as default: -Browser and device information – Mobile vs. Desktop -Referring Website Details – The link or keyword that brought you to a site -Session statistics – Pages view and duration -Approximate geolocation – Town, City, and Country Why cookies can be dangerous First-party cookies are created by the website you’re visiting, while Third-party cookies are created by websites you aren’t necessarily browsing. They are usually associated with the adverts that are displayed on web pages. ‍ This means that your personal data, such as Usernames and Passwords, are recorded and stored in different files, vulnerable to leaks and cyber attacks. ‍ Because of these concerns, there are privacy regulations in place that govern how websites and apps use your data. ‍ So, how do these analytics tools view data ownership? Matomo on Data Privacy Matomo promises 100% data ownership, meaning that your data won’t be shared by any other party for their own advertising purposes. OWA on Data Privacy While not able to directly verify Open Web Analytics views on data sharing, one report (5) suggests that they use cookies on websites where their program has been installed. The Need for Speed Source: Pexels.com‍ ‍ The time a page takes to load directly impacts whether or not visitors will be returning to that site. Everything in the world is so fast-paced and that split-second delay could cause people to click away. ‍ Needless to say then, your Web Analytics tool needs to perform at least as fast as the industry-leading Google Analytics, or simply leave it in the dust. ‍ The faster the loading time, the better for your business. Have a look at this article for an in-depth discussion on How Website Performance Affects Conversions. ‍ As a reference, here are the tracking file sizes of two other Web Analytics tools on the market, Google Analytics, and Abralytics: ‍ Google Analytics uses the Google Tag Manager as a way of integrating their Analytics platform into a site and adds 28KB to your site. This script then downloads another JavaScript file called the Google Analytics Tag with an additional 17.7KB. ‍ That’s a total script size of 45.7kb! ‍ Abralytics boasts a lightweight script and uses a Javascript file that is only 3KB in size. This makes it a Google Analytics alternative that guarantees faster page load speeds. ‍ So, how does the code affect the load speed of the two Web Analytics platforms in question? Matomo Load Speed Matomo.js adds 22.8 KB to the page size of your website. Smaller than Google Analytics, but still large enough to possibly slow your site down. ‍ Matomo has, however, tried to address earlier issues regarding load speed. They offer plug-ins and on-site support to help with faster loading times, but reports (6) suggest that it is still an issue for some clients. ‍ Source: Pexels.com‍ ‍ OWA Load Speed OWA uses simple JavaScript, PHP, or REST-based APIs to add tracking code to your site. ‍ The impact on load speed depends on the type of tracking required and which plug-in is used when installing the tracking code to your website. Usability Who

Is it time to declutter your Google Analytics dashboard? Perhaps you’re still seeing data from your college buddy’s blog about homemade sports shakes or the website you created thinking you’ll make millions from a grooming service for Chihuahuas. You may even be a marketing guru handling reports for multiple companies and it’s time to delete property from old clients. ‍ In this article, we will tell you step-by-step how to delete a property in Google Analytics. Fear not! I’m pleased to report the process is quite simple. But first things first… What is a property in Google Analytics? ‍ Graphic created in Canva ‍ A Google Analytics property is a website, blog or mobile application that has a unique Tracking ID in Google Analytics. Google uses this code to track user activity on that particular property to compile useful reports. ‍ How many properties can I add to a Google Analytics account? Each Google Analytics account can have up to 100 properties and each property can have up to 25 views ‍ How to delete a Google Analytics property: Step 1: You must be assigned the role as an Editor to move property to the Trash Can. To check your permissions: Click Admin In the Account column, click Account Access Settings Step 2: Select the property you want to delete from the drop down menu (see screenshot below) Step 3: Click Admin (located at the bottom left hand side of the screen and represented by a cog symbol) Step 3: The second column on the page is the Property Column. Click on Property Settings Step 4: Click Move to Trash Can Step 5: A confirmation screen will appear. Click to confirm and you’ll receive an email from Google informing you that the property was successfully moved into the Trash Can. I made a mistake! Can I restore property once deleted? You can breathe a sigh of relief! Property moved to the Trash Can will stay there for 35 days. After 35 days, however, it will be impossible to undo or retrieve any data attached to the property. While in the Trash Can, no data processing will take place until about 1 hour after the property has been restored. ‍ How to restore a Google Analytics property: ‍ Sign in to Google Analytics Click Admin. In the ACCOUNT column, click Trash Can. Locate the property you wish to restore Click Restore. Photo by Lay Low ‍ How to delete a property from Google Analytics 4: Sign into your Google Analytics account Click Admin In the Property column, select the property you want to delete. In the Property column, click Property Settings. Click Move to Trash Can (next to “Move property”, at upper right of Account Settings screen). How to restore a property on Google Analytics 4: Sign in to your Google Analytics account Click Admin. In the Account column, click Trash Can. Locate the item you want to restore by looking through the table Select the item, and click Restore. ‍ Wait! I heard that you cannot restore property deleted in GA4? Photo by Andrea Piacquadio ‍ Google Analytics 4 (GA4) differs from the standard Universal Google Analytics because it allows you to create so-called Data Streams. When you delete a data stream in GA4, that data is deleted permanently. However, when you move a property to the Trash Can, all the data streams go with it and can be restored if you wish to do so. So what is a data stream? Google defines it as: “A data stream is a flow of data from a customer touchpoint (e.g., app, website) to Analytics. When you create a data stream, Analytics generates a snippet of code that you add to your app or site to collect that data. Data is collected from the time you add the code, and that data forms the basis of your reports.” Final Thoughts Deleting a property in Google Analytics is a simple process. But not everything is quite as straightforward. If you need an easy to use analytics tool which gives you the most relevant data without the jargon, why not give Abralytics a try?

The simple answer to how Matomo compares to Plausible is this: ‍ Matomo is a web analytics tool with a full range of features, similar to Google Analytics. While Plausible is compact and offers the most essential metrics and reports. ‍ However, if you’re here for the meat and potatoes of this comparison, read on! ‍ Something special about both tools is that they’ve embraced open web analytics.  The source code is there for all to see and they encourage their community to get involved,  make improvements and share these with others. ‍ ‍ This article will discuss: ‍ Ease of use Script size Features Cookie Banners & Privacy Price Hosting Customer support ‍ Ease of use Matomo ‍ Source: Matomo‍ ‍ Most of Matomo’s clients report that it is easy to set up and use. Although, this is subjective. ‍ If you’ve been using Google Analytics for a few years and have experience with analytics tools in general, Matomo will be easy to use. ‍ If, on the other hand, you’re a newbie, you will soon find yourself overwhelmed by a large number of reports and mountains of data. ‍ But learning how to use Matomo skillfully just requires a bit of time and effort. If you’re willing to take on the learning curve, you’ll soon be navigating around Matomo like a pro. ‍ Plausible ‍ ‍Source: Plausible ‍ Plausible is a web analytics platform with a  much gentler learning curve. ‍ Their dashboard is simple with all the essential information presented to you on a single page.  With no additional menus or custom reports, you’ll be given all the data you need at a glance. ‍ Plausible analytics is also easy to set up and install. All you need to do is insert their javascript snippet on your site’s pages and it will start collecting info. ‍ Script size & how it affects your site Matomo ‍ The script size of the standard Matomo tracker is 22.8 KB. ‍ There are, however, a few ways you can load the website tracker quicker. (1) ‍ Configure your server so the matomo.js JavaScript tracker file will be cached once it has been loaded Enable GZIP Preload DNS and resource ‍ Plausible ‍ The script size of Plausible is less than 1 KB. ‍ Because it’s a far simpler platform, they can keep the size down and your website loading quicker. ‍ Why does script size matter? ‍ Well, how long are you willing to wait for a page to load while browsing? ‍ According to the stats, a 3-second delay is enough to make visitors press the dreaded back button. ‍ And page load speed is also a significant ranking factor for Google. Site speed could be the difference between you appearing on the first page of search, or not. ‍ Features Matomo ‍ Matomo analytics is not short on features. It is similar to Google Analytics and offers a huge amount of metrics, dimensions and reports. ‍ Here are some of the more unique features offered by Matomo: ‍ Heatmaps ‍ Source: Matomo‍ ‍ Many website owners find it hard to make sense of numbers and percentages. But Heatmaps give you a visual representation of where your visitor’s clicked, spent time and scrolled. ‍ They let you know how engaging your content is, where website visitors experience frustration and what content is grabbing their attention. ‍ SEO keywords ‍ With Matomo, you’ll get a complete list of keywords and phrases that users search for and that bought them to your site. ‍ The Combined Keywords report will give you: ‍ the number of clicks the number of impressions the ClickThrough rate the search result position ‍ Media Analytics ‍ Source: Pexels‍ ‍ In the words of Matomo, “If your business relies on potential customers to watch video or listen to audio content on your website, then you need to know your time and investment spent on creating your media content is paying off.” ‍ Media Analytics tell you how users are engaging with the video and audio files on your site. It tells you what content is being watched, how long it is played for and if it is converting into sales. A/B Testing ‍ A/B testing allows you to test different versions of your site’s pages to see which one leads to the most conversions. For each test, you define what your goals are. For example, to lower bounce rates or to increase the number of page views. ‍ No more guessing which font or CTA is better – You can now make design decisions based on facts. ‍ Plausible ‍ In the words of Plausible themselves, “We built a simple web analytics tool that is focused on the essential website stats and metrics only.” ‍ With Plausible you might not get all the bells and whistles, but you’ll get focused data that can easily be turned into actionable insights. ‍ Their data and reports include: ‍ Unique visitors Page views Bounce rate Most popular pages on your site Most popular sources of traffic Which country your visitors are coming from The devices, operating systems and browsers of website visitors ‍ But don’t underestimate this powerful platform just because it has fewer features. ‍ If you’re new to the world of analytics or simply don’t have the time to learn how to use advanced tools – then Plausible will be the better choice for you. ‍ No frills. No fuss. Cookie Banners & Privacy ‍Source: Pexels ‍ Matomo ‍ Before you go cookieless with Matomo, it will take some work to set it up. You’ll need to anonymize IP addresses, tracking data, location data and disable cookies. ‍ Matomo can be configured by site owners to comply with data protection laws, including GDPR, HIPAA, CCPA, LGPD and PECR. ‍ It also comes with a range of advanced privacy features, namely: ‍ Users are not tracked across websites unless this feature is enabled You have 100% ownership of

Google Analytics is a great tool for tracking your website performance. It helps you gauge user interaction with your page or app. The data it provides can be a game-changer for your business. Needless to say, you want this information to be completely transparent and accurate. When you look at your data reports, you want to ensure that what you’re seeing is a true reflection of what is happening on your site. You need to consider blocking specific IP addresses from your google analytics data to achieve this. What is an IP address? Source:  Pexels.com ‍ IP addresses are to the world wide web what postal addresses are to the mailman. When sending a letter to a friend or family member, you include important information on the envelope. Street address, town, city, and zip code. Without this, your post is sure to land up in the bin. An Internet Protocol (IP) address is a series of numbers that allows you to communicate with the rest of the web. Without it, the websites you visit wouldn’t know where to send their data that enable you to view their site. An IP address is displayed as a series of numbers separated by a full stop. There are four number groupings in a series. Each number grouping in the series can be made up of a number ranging from 0 to 255. An example of what an IP address would look like is 196.138.1.28. Source: Pexels.com ‍ These numbers aren’t randomly selected. They are assigned to you by your Internet Service Provider (ISP). So, when you travel from one place to another, it would be safe to assume that your IP address would also change, as you might be connecting to the world wide web from a cafe wifi router or hotel wifi. Can I stop my Google analytics account from tracking my IP address? The short answer is yes. If you’re using a Universal google analytics account, this will be phrased as IP Anonymization or IP masking. However, with Google analytics 4, this won’t even be necessary as your Google analytics account won’t even be tracking IP addresses. While it doesn’t happen immediately, Google analytics anonymizes your IP addresses as soon as possible. So, how do they do it? Google Analytics will take the last number grouped in an IP address and set them to zero shortly after receiving the data. This would, in effect, mean that the full IP address never gets written into your analytics account. Here’s a visual illustration of what your Google Analytics Account would do to the IP address we used earlier as an example -> 196.138.1.28. = 196.138.1.00. This process of IP anonymization takes place in two sectors of Google analytics, the Java Script tag and the Collection Network. Why would I want to exclude IP addresses? Earlier, we spoke of how important it is for you to receive transparent and accurate reports from your Analytics account. Now, imagine receiving your report and noticing outstanding metrics such as a high amount of page views, hundreds of ad clicks, and fantastic video interactions. You’d be over the moon, and rightly so. But what if you later found out that half of the data came from your staff or web developer, simply testing the site usability or scrolling through pages, tweaking their hard work. Website traffic by your employees is referred to as Internal traffic. Source: Pexels.com ‍ That would be pretty annoying. By masking specific IP addresses, you would be excluding internal traffic from your report. And as there are likely multiple team members working in a company or a site, you should probably apply this to multiple IP addresses. You would effectively filter out any Google analytics data that would cause an inaccurate report. Show me how to do it Depending on the nature of your business, you might want to exclude internal traffic from one or multiple IP addresses. Here’s a look at how to do it: Sign in to Google Analytics. Click on the Admin tab, and navigate to the view in which you want the filter to appear. Navigate to the View column and click on Filters Select Add filter type Click Create a new filter Enter a name for the filter. Select the Predefined filter type Select Exclude from the filter type menu. Select Traffic from the IP addresses in the Source or Destination menu. From the Select Expression menu, select ‘that are equal to’ Enter the IP address that you wish to filter Click Save If you want to exclude multiple IP addresses, you can simply repeat these steps and set up multiple filters. Tip: If you’re not sure what your IP address is, simply type the phrase ‘What is my IP address?’ into Google Search on the device you wish to exclude and it will be displayed in the results bar. Other reasons to set up an IP Filter Source: Pexels.com ‍ “Surveillance is the business model of the Internet” – Bruce Schneier, renowned security technologist. (1) We live in a world where security or a lack thereof is constantly a topic of discussion. People track who you are, where you are, and what you’re doing. The main difference between using a personal IP address from Google and a Public IP address is visibility. The latter leaves you way more exposed to the prying eyes of others as your information is far-reaching. For that reason, you may wish to use a VPN that will display the VPN server location rather than your actual geographical location. If security is a big thing for you or your company, why not check out Abralytics. Abralytics prides itself on putting users’ privacy first. They don’t sell personal information and have gotten rid of cookie banners, which means that they are completely compliant with GDPR, CCPA, and PECR straight out of the box. ‍ Further Reading: What is a metric? What kinds of hits does Google Analytics track? ‍ Sources: https://www.schneier.com ‍

No two data analytics tools are equal. Before making potentially costly decisions, you need to ensure you’ve found an analytics solution that is right for your company.  ‍ There are some critical factors to consider. The analytics solution must:  ‍ Match your business objectives Be cost-effective relative to your business size Support mutual integration with other tools in your Martech stack Offer advanced analytics features, if needed Have an intuitive user interface, and Be data privacy compliant.  ‍ Read on if you are looking for a top-notch tool and want an in-depth Mixpanel vs. Google Analytics comparison before making up your mind.  ‍ This article covers their comparative advantages, core differences and which is the best tool for your business. What Is Mixpanel?   ‍Source: Mixpanel Homepage ‍ Mixpanel helps track a visitor’s interaction with your digital properties, such as web and mobile applications. With this, you can analyze user behavior and enhance your app’s features and user experience. ‍ Some of the services provided by Mixpanel are creating user survey forms and in-app A/B tests. Unique visitors and customer reports can be created based on this data to monitor user interaction and retention. ‍ Some of the core features of Mixpanel are: ‍ Custom Alerts and iOS Apps Data Reporting and Synchronization  Funnel Visualization  Impact Report Generation  Segmentation and Group Analytics  What Is Google Analytics? ‍   ‍Source: GA Dashboard ‍ Google Analytics (GA) is the most widely used web analytics tool for collecting user data.  ‍ Essentially, GA lets you:  ‍ find out where your website gets the most visitors, evaluate the success of your marketing efforts and campaigns, discover patterns and trends in user interactions, and collect user data like gender and demographics. The Core Similarities Between Mixpanel And Google Analytics Data Visualization  ‍ Mixpanel and Google Analytics can help you create dashboards for tracking changes in traffic, conversions, funnels, segment trends, and other data visualization metrics.  ‍ Funnel Tracking  ‍ Both Mixpanel and Google Analytics feature funnel analysis. ‍ Funnel analysis helps to track users in a funnel-based model. It tells you how many users make it through each phase of the funnel while also showing problems and areas of improvement for better conversion.  ‍ Mixpanel funnels allow you to change data, show how users interacted with your website and segment reports based on your audience. Google Analytics enables you to collect data via multi-channel funnels.  Free & Paid Versions  ‍ Both Mixpanel and GA have free and paid versions. Mixpanel has three plans – Free, Growth, and Enterprise. On the other hand, Google Analytics has two versions  – Free and Google Analytics 360.  ‍ Mobile & Web Application Tracking   ‍ Google Analytics and Mixpanel have an event-based model for tracking users across mobile and web applications. So, you have total coverage for your audience in all your digital properties.    ‍Source: Pexels Cloud Hosting  ‍ Hosting of both Mixpanel and Google Analytics is on their cloud servers. Hence, you don’t have to worry about hosting analytics remotely on your server.  Data Reporting  ‍ Both tools report analytics data from your digital properties. With Google Analytics, you can obtain the audience, advertising, and acquisition reports. Meanwhile, you can get product analytics reports from Mixpanel. The Core Differences Between Mixpanel And Google Analytics 1. Pricing Plans ‍ Mixpanel ‍ Mixpanel has three versions – Free, Growth, and Enterprise. ‍ Free: ‍ As you can guess, this version of Mixpanel costs $0. It is the most basic and has limited features compared with the other plans. With it, you can track a hundred thousand users at most.  ‍ Meanwhile, it offers unrestricted data history & seats, a data dictionary, core reports (including Flows), US or EU data residency, monitoring, and alerts.  ‍ This plan is suitable for small businesses that don’t require many advanced analytics features.  ‍ Growth: ‍ The Growth plan begins at $25/month. The actual price you’ll pay for the service depends on your monthly traffic and other advanced features.  ‍ Growth offers everything the Free plan has plus some additional features, including: ‍ unlimited saved reports & cohorts,  impact reports with causal inference,  data modeling, etc.  ‍ If you have a small or medium-sized business that requires some more features than the free version offers, this plan may be the perfect fit for you.  ‍ Enterprise: ‍ The Enterprise plan is custom-based. So, the actual price you’ll pay for the service depends on how you use the analytics tool. Essentially, the number of monthly tracked users and the advanced features used determine the monthly cost.  ‍ This plan includes all features under the Free and Growth plan feature plus some additional tools: advanced access control, experiment & signal reports,  SSO & automated provisioning, etc. ‍ This plan is suitable for large enterprises that require many advanced features and have a large amount of monthly traffic. ‍   Source: Mixpanel‍ ‍ Google Analytics ‍ Google Analytics has two models – Free and Paid (Google Analytics 360) ‍ Free: Universal GA or GA4 ‍ You’ll need to set up a Google Analytics account to access the free plan. The free plan offers real-time data, personalized reports, and advanced segmentation, allowing you to monitor your users and how they engage with your websites. And app tracking and mobile device features help monitor user behavior on mobile apps. ‍ The free version of GA offers tons of metrics that provide more than enough data for most small to medium-sized businesses.  ‍ Paid: Google Analytics 360 ‍ According to OptimizeSmart, the premium version of Google Analytics, also known as Google Analytics 360, starts at $150,000 per year with a service level agreement. ‍ Compared to the freemium version of Google Analytics, the paid version offers better data quality, enhanced data freshness (98 percent, according to whatagraph.com), and higher data accuracy.  ‍ Also included in the premium version are data-driven features, attribution modeling, double-click manager integration, and data processed through Google Big Query.  ‍ Verdict On Pricing Model ‍ Though