Long-form content about digital analytics, tips, tricks & tools from Google Analytics to Piwik PRO.
Are you new to GA4 or Google Analytics in general? Do you want to pass the Google Analytics certification? There is a lot of free study material available. With the right resources and some hands-on practice, you can learn the basics of Google Analytics 4 surprisingly quickly. GA4 is not always easy for beginners. The […]
Goal tracking helps translate user behaviour into outcomes that matter for the organisation.
Matomo Analytics can track much more than page views. With Matomo event tracking, you can measure how users interact with elements on your website. Examples of such interactions include submitting a contact form, watching an embedded YouTube video, using an interactive tool such as a loan calculator, clicking buttons or navigation links, and downloading documents. These […]
In most organisations, data leakage in analytics is not deliberate. It results from default configurations, unreviewed website design decisions, and overly broad tag management setups.
The comparison between Piwik PRO and Matomo is often framed as a choice between open source and proprietary. That framing is misleading.
GA4 and Matomo are built on different assumptions about what an event is, what it should represent, and how meaning is created in analytics data.
In this post, I explain what you should understand when migrating from GA4 to Matomo Analytics. This question has fundamentally changed over the past few years.
Most organisations do not suffer from a lack of data. They suffer from a lack of shared understanding about what their data actually represents, and how it should be used.
Our real enemy is not the lack of data but the chaos created by poorly structured, poorly governed or poorly interpreted data.
Behind every metric, there are real people. And between people and marketing, there is a structural conflict of interest.