Long-form content about digital analytics, tips, tricks & tools from Google Analytics to Piwik PRO.
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.
I have worked with dozens of organisations using either Matomo or Piwik PRO. Based on this, I have a good idea about which one to choose.
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.
Too many marketing teams spend more time fixing tracking than interpreting results. Insights and actions take a back seat.
CMOs and marketing agencies don’t only fear losing conversions. They fear losing their jobs. That fear shapes how digital marketing is done.