We know there’s a lot of noise out there—especially with the recent shifts in the analytics landscape. You may have already spoken to us about different data analytics platforms. Here we’ll share why we’re excited about setting up what we think is a better option for you, our partners.

First, let’s talk about the elephant in the room: Google Analytics 4 (GA4).

The Great GA4 Debate: Why the Changes?

We won’t mince words: GA4 has been a bit of a letdown. Google took an analytics product used by 80-90% of the top websites and replaced it with something that feels… well, unfinished. The changes in features and user experience have left many scratching their heads, wondering why a perfectly good system was overhauled so drastically.

As privacy concerns grow and Google’s ad-revenue-driven business model evolves, it seems like they’re trying to strike a delicate balance. But the result? A product that disrupts years of built-up knowledge and feels like a sudden curveball thrown at businesses that relied on accurate easy to access data.

Simply put, why fix what wasn’t broken?

Privacy, Control, and Transparency

That’s where a product called Matomo comes in.

Matomo is an open-source analytics platform that prioritises user privacy, data ownership, and a smoother analytics experience. Here’s why we’re setting it up for our clients (in tandem with Google Analytics if required):

1. Your Data, Your Rules: Unlike Google Analytics, Matomo gives you 100% data ownership. No more sharing your data with third parties or wondering how it’s being used to fuel ad strategies. With Matomo, you own your data, full stop.
   
2. Privacy First: Privacy isn’t just a buzzword; it’s a core value. Matomo respects user privacy right out of the box, making it much easier to comply with data protection regulations. For businesses prioritising privacy (and let’s be honest, who isn’t?), this is a big win.
   
3. No Surprises, Just Insights: Matomo’s interface lets you dive into your data without having to relearn the basics. While GA4’s new approach feels like being thrown into the deep end, Matomo keeps things familiar yet powerful, providing valuable insights without the headaches.
   
4. Complete Customisation: We love that Matomo offers flexibility in tracking and reporting. Whether you’re running an e-commerce store or a content-heavy site, you can tailor the data to your exact needs, ensuring that your analytics work for you, not the other way around.
   
5. Support That Listens: Getting help with Google products isn’t always straightforward. Matomo’s support team is responsive, and because the platform is open-source, there’s a community of dedicated users and developers constantly improving it.

Making the Move

We’re setting up Matomo for all projects moving forward. We feel this will provide the best outcome for our clients.

Web analytics should be straightforward, insightful, and respectful of user privacy. If you’re feeling overwhelmed by the changes in GA4 or just want to take control of your data, let’s chat about how Matomo can make a more powerful tool of your data.