Reliable data for better marketing decisions.
When the stakes are high, your analytics setup needs to deliver.
If your website handles large volumes of traffic and supports high-value marketing efforts, even minor tracking issues can lead to big misunderstandings. I help marketing teams uncover and fix critical issues in their Matomo setup—so they can trust the numbers and act with confidence.
Why work with me?
- Clear, actionable data
No more reporting on inaccurate conversions, confusing event names or misleading metrics. - Privacy-focused setups
I ensure that your tracking respects legal frameworks and your users’ privacy. I’ve worked with various industries, including finance, healthcare, SaaS, and the public sector. - Experience with scale
I’ve worked with organisations where millions in budget depend on reliable analytics.
What I audit
When I audit a Matomo Analytics setup, I don’t just look at whether the tags are firing.
I want to make sure you’re collecting the right data, in the right way, with privacy built in from the start. That means clear goals, well-structured events, useful custom dimensions—and no surprises when it comes to personal data.
Whether you’re using Matomo Tag Manager or GTM, I’ll help you spot what’s working, what’s missing, and what could be improved.
Here’s what I look at:
Tag management & implementation review
- Evaluation of your tag container structure (Matomo Tag Manager or GTM)
- Version control, naming conventions, and modular setup
- Check for redundant, broken, or poorly performing tags
Privacy and compliance check
- Verification of IP anonymization, consent configuration, and cookie behavior
- Identification of personal data (PII) leaks via events, dimensions, or parameters
- Review of Matomo’s Consent Manager setup and data retention settings
Goal tracking
- Audit of goal definitions (URL-based, event-based, engagement goals)
- Validation of technical implementation via tags and triggers
- Analysis of relevance to business objectives (macro & micro conversions)
Event tracking & taxonomy
- Inspection of current event tags and naming structure (category/action/name/value)
- Mapping of user interactions (e.g. downloads, clicks, video plays, form submissions)
- Testing in preview/debug mode to ensure proper data capture
Custom dimensions configuration
- Review of all active custom dimensions (Visit, Action, Conversion scopes)
- Identification of missing opportunities for deeper segmentation
- Privacy impact analysis: avoiding identification of individual user
Analysis of datalayer
- Analysis of how custom variables are passed via GTM or Matomo Tag Manager
- Review of JavaScript variables, DOM scraping, and dataLayer usage
- Recommendations for reliable, privacy-friendly data collection
Reporting consistency and data cleanliness
- Check for misfiring tags, duplicated events, or noisy data
- Recommendations to improve data cleanliness and reporting accuracy
- Insights into where key metrics may be under- or over-reported
Governance
- Review of your tracking documentation or creation of a tracking spec if missing
- Version control and change log audit
- Suggestions for sustainable maintenance practices
Who this Matomo Audit is for?
This audit is an excellent fit if you’re leading marketing or performance & use Matomo to guide real decisions. This audit is built for you!
I work best with people who don’t want vanity dashboards, but real insight they can trust. If you’re a CMO, head of marketing, performance lead, or analytics owner trying to make sense of campaign results, content impact, or compliance risks, I’ll help you make sure your Matomo setup is doing what it’s supposed to do.
This most probably describes you and your organisation
- You’re managing a mid-sized or enterprise-level website with measurable marketing goals
- Matomo is your main analytics tool for campaigns, content performance, or data compliance
- You’re not 100% confident that your tracking reflects what’s actually happening on the site
- You want clean, structured, privacy-friendly data—without spending hours debugging events or wondering whether goals are firing
Who this Matomo Analytics audit is not for?
If you’re running a microbusiness or startup with a very limited budget, and analytics isn’t a priority right now, this might not be the best investment—at least not yet. I focus on clients who are ready to take their measurement seriously and use Matomo as a foundation for smarter marketing or reporting.
If that sounds like you, I’d be happy to help.
What you’ll get
- A comprehensive audit report with findings, fixes, and business impact
- A 1:1 walkthrough call to explain what matters—and what doesn’t
- A prioritized roadmap so your team (or I) can take action
- Optional: hands-on implementation support
How the process works
- Intro call (30 min) – I learn about your setup, goals, and questions
- Audit phase (5–10 business days) – I access your Matomo and begin the review
- Review session – We go through the findings together and define next steps
Why audit now?
If you’re investing in digital marketing, it pays to make sure your analytics platform works as hard as your team does. Poor tracking leads to bad decisions. I help you fix that—fast.