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Matomo web analysis by Bund-für-Naturschutz

Matomo web analytics from Bund-für-Naturschutz: Our event and the importance of web analytics

2 Min.

On July 25, 2024, our event on the topic of Matomo web analysis by Bund-für-Naturschutz – Travel department took place.
In addition to Google Analytics 4 is Matomo is often the first choice of companies for conversion optimization.
The application provides precise insights into user behavior – be it the acquisition of visitors, the engagement rate or e-commerce data.
Its greatest strength, however, is the recordings of how users actually behave on the website. The goal: to maximize performance.
Tools such as Matomo are important because they allow companies to see exactly what users do on the website, how they get to conversion and what stops them from doing so.
This is exactly what we looked at on Thursday (25.07.2024) together with Bund-für-Naturschutz.

Concrete insights for a better understanding

The event was the third event on the topic.
In parts 1 and 2, we explained the difference between Matomo and Google Analytics 4 to participants – the third event was intended to deepen the previous knowledge in practical terms.
Our customer Bund-für-Naturschutz (travel department) agreed to evaluate the website statistics.
The initial aim was to gain a better overview.
In other words, what users actually do on the website and how the insights can be used to increase engagement and the number of conversions.
For example, we took a closer look at the geography of website visitors, how long a user interacts with the website and how behavior develops in comparison to different time periods.
The feedback from participants: Positive!
This event contributed to a better understanding of Matomo in practice and what needs to be considered for the respective industry or that differences within the industries are generally taken into account, because different key figures are important for each company. Curious? The next events on other exciting topics have already been scheduled. Click here to go to the events As always, our contact person will be happy to help you: Matthias Brinkmann+49 911 47 49 49 51brinkmann@twobe.deLinkedIn

 

Dive into the latest methods of website analysis and search engine optimization with Sebastian and Matthias using practical examples.

Google Analytics 4 vs. Matomo: Our event and the relevance of web analytics

2 Min.

How important is website tracking for lead generation?
If you look at the lead and conversion rates of most websites, this question becomes superfluous.

It’s easy to get started: create content for the website, place keywords and invest a lot of money in Google Ads – but the contact requests don’t materialize. This is where tools such as
Google Analytics and Matomo
come into play to determine the touchpoints of the target groups and collect important data. This includes which landing pages lead to conversions or how high the engagement rate is on the respective page.

The biggest challenge: The user-centricity of a website

Most companies have a clear goal in the digital world: to generate sales. But many fail, either because of low demand, strong competition or because they publish mediocre content. However, it becomes particularly tricky if the website generates a lot of reach and traffic, but no leads or new customers. SEO and paid advertisements do not help here, because these measures do not change the quality of the visitors.

In such cases, only analytics tools can help to evaluate user behavior more precisely and identify the construction sites on the website. With heat maps, companies can determine the exact touchpoints of the target group and data provides valuable insights into possible disruptions on the website.

Practical insights during the event

As part of our event “
Google Analytics 4 vs. Matomo
“, we demonstrated the possibilities of website tracking using a practical example from our customer “Bund Reisen”. After just a few glimpses, we gained key insights into website performance – including data such as engagement rate, dwell time and click-through rate.

On July 25, we will deepen these insights with more detailed insights into the customer journey and which touchpoints potential customers go through until they convert. The aim of the events will be to use tracking tools to optimize the sales potential of a website.

Click here for the event

Book now

 

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

 

Matomo vs. Google Analytics 4: Which is better?

4 Min.

Online marketing without measurable data? Unimaginable! Whether insights into buying behavior, visitor numbers or dwell times – web analytics tools provide all the important information for process optimization in marketing. And as of July 2023, Google is setting a new standard with GA4, which offers contemporary solutions. Artificial intelligence is at the heart of the new version, but the focus is also on user experience.
Besides the “big player”, however, there is another solution in the field of web analytics: Matomo. Many have never heard of the application, but it offers a promising alternative. Below we compare the two applications and answer the question whether either Google Analytics or Matomo is the better web analytics tool. We also contrast the strengths of both tools.

A duel at eye level

Both Matomo and Google Analytics essentially fulfill the purpose of a web analysis tool: Evaluate user data. Matomo is more practical here because everything happens within the application. To evaluate media, for example videos, with GA4, on the other hand, the link to the Search Console is required. However, this is not an elaborate process.

Google Analytics is completely free, while the use of Matomo costs from 19 € / month. While there is a free plan, it severely limits usage. The good news: for the price, your company gets a lot. One of the most interesting features is the heatmap – it shows where users spend the most time on the website. And the Session Recording even reproduces users’ stay in video form.

Furthermore, Matomo promises more independence, because the application runs on its own servers and data is stored indefinitely. In addition, Matomo attaches great importance to privacy, data protection and security. The display in your own branding is also a nice feature.

With Google Analytics 4, the focus is primarily on sustainability, user experience, and the use of AI to analyze relevant data. The latter is particularly interesting because machine learning creates a better understanding of users’ buying behavior. In terms of AI analysis, Matomo does not yet offer an in-house solution.

Google Analytics 4: The problem with data protection

“What about data privacy?” – it’s probably one of the first questions you ask yourself before using a web analytics tool. And with Google Analytics 4, there is no satisfactory answer. Tracking is permitted via the user’s explicit consent, but this is not always granted.

The use of Matomo is theoretically possible even without consent, because the tool works with reach analysis through log file analysis, whereby stored data remains only with the provider. In addition, Matomo does not store IP addresses and offers tracking without cookies.

The Google universe is a power

Google is the undisputed number 1 in the world of search engines and the evaluation of user activities. And this position promises advantages. Google Analytics 4 can be easily linked with other Google applications. Among them the Search Console, Search Ads and the own cloud storage. Matomo offers regular linking with Google Ads.

Since Google does not want to push other search engines, integration with Bing and Yahoo, quite unlike Matomo, is not possible. A disadvantage? Hardly. Yahoo is currently pushing its return, but the search engine lost its importance years ago. And Bing has yet to prove itself competitive either – while the hype around ChatGPT enabled a stronger competitive position, Google’s market share remained at nearly 88% as of May 2023.

Matomo and Google Analytics 4 in comparison

Matomo Google Analytics 4
DSGVO compliant Yes No
Location Own server Own server or cloud
Price 19 € / month Use free of charge
Duration data storage unlimited 24 months
Machine Learning No Yes
Campaign & Website Tracking Yes Yes
Media tracking (e.g. video) Yes Only when linked to Search Console
E-commerce tracking Yes Yes
Bing & Yahoo Integration Yes No
A/B Testing Yes Yes
Heatmaps Yes No
Integration Google Marketing Platform No Yes
Support Yes Yes

 

Conclusion

Google Analytics 4 and Matomo are among the best web analytics tools and offer companies sustainable solutions for process optimization in marketing. Matomo is much more compact and also offers solutions for keyword research or video tracking. For these functions, you have to use Google’s (free) Keyword Planner or link Google Analytics with Search Console. Matomo is also ahead in terms of data protection and storage.

However, Google Analytics offers a cost advantage and GA4 takes into account metrics relevant to marketing such as user experience and sustainability. GA4 is also pushing the use of AI to deliver efficient solutions. So there are advantages on both sides.

Are you looking for a contact person who is very familiar with web analytics tools? Someone who provides clear direction and collects data that sustainably exploits optimization potential?

Then contact us!
Our contact persons will be pleased to help you:

Kathrin Hasseler
+49 (0)911 / 47 49 49 54
hasseler@twobe.de
LinkedIn

Katharina Zauner

Katharina Zauner
+49 (0)911 / 47 49 49 53
zauner@twobe.de
LinkedIn


Sources:

Matomo Analytics vs Google Analytics
Matomo vs. Google Analytics 4 – webbrand GmbH