Matomo

We're entering a new era of web analytics. For years, success was measured by how much data organisations could collect. Today, the challenge is different. Can you trust the data behind your decisions? Between evolving privacy expectations, AI changing how people discover websites, and growing pressure to deliver meaningful insights, confidence has become the most valuable metric of all. That's why we surveyed 300 web analytics professionals across the US, Germany and France. The findings reveal how organisations are adapting, and what the future of web analytics looks like. Download The Future of Web Analytics: https://ow.ly/gzFy50ZrUPX

AI tools can make marketing faster. They can also send prompts, customer data and campaign insights through systems you don't control. Our latest article covers 10 ethical AI marketing tools built around consent, data minimisation, transparency and compliance. See which tools could strengthen a privacy-first marketing stack: https://lnkd.in/eBQJQmSq

Where your data sits and which laws govern it are two different questions. Our latest article breaks down data sovereignty vs data residency, why the distinction matters, and what organisations should consider when analytics data moves across borders. Read the full article: https://lnkd.in/ewPcSrFp

What happens when the model moves instead of the data? Federated learning trains machine learning models where the data already lives, reducing the need to centralise raw information. Our latest article explains how it works, where it is already being used, and what its privacy-first principles mean for analytics: https://lnkd.in/e_xM2Mih

AI is changing how people discover and interact with websites, and our partners are seeing it firsthand. Charlie Scala from PINT, Inc. shares what he's hearing from clients: "We continue to hear from clients that want to better understand the role that AI is playing in guiding web visitors to their site and how they can stay ahead of that curve." His experience aligns with findings from our latest U.S. research: 50% of U.S. organisations say AI-generated traffic is already clearly distorting their analytics metrics. As AI assistants become a new gateway to the web, understanding where your visitors come from, and distinguishing human from automated traffic, is becoming increasingly important. That's exactly why we're investing in helping organizations better understand AI-driven traffic. With our latest AI traffic reporting capabilities, teams can identify traffic from AI assistants and gain clearer visibility into how AI is influencing visitor acquisition and website performance. How is AI changing your web traffic today? We'd love to hear what you're seeing in the comments. 👇 #AI #WebAnalytics #DigitalAnalytics #MarTech #Analytics

Analytics teams have more data than ever. But more data doesn’t always create more confidence. In our new report, The Future of Web Analytics, 84% of respondents say they’ve made business decisions based on analytics data they later questioned or found incomplete. We surveyed 300 web analytics experts across the US, Germany and France to explore how trust, privacy and AI are changing digital measurement. Download the report to see what’s shaping the future of web analytics: https://ow.ly/qzfu50Zmm0C

Data ownership used to be the centre of the sovereignty conversation. But today, data moves through cloud platforms, AI systems, analytics tools and external providers before it becomes something a business can act on. The sovereignty gap is what happens when organisations own their data, but don’t have enough visibility or control over the systems that collect, process, interpret and turn it into decisions. In our new eBook, The Sovereignty Gap, we explain what this gap means in practice and how to assess it across your technology stack. You’ll also get a practical checklist to help identify where control gaps may exist, from unclear data flows to vendor lock-in and limited auditability. Download the eBook: https://ow.ly/fxSu50ZmlAb

Your “Direct” traffic may not be as direct as you think. AI chatbots are increasingly interacting with websites, but many analytics setups still struggle to classify that traffic clearly. The question is: can your analytics separate human visits from AI-driven activity? This article explains the different ways AI chatbot traffic can appear in your analytics and how Matomo helps identify them more clearly: https://lnkd.in/ehDueEwv

A post can get plenty of likes and still leave you guessing. To see what’s really working, you need to connect social activity with website behaviour, conversions, and customer journeys. Read the full article: https://lnkd.in/ear_gJBa

We’re proud to partner with Omnicom Media Finland and excited to support more organisations with privacy-first analytics. 🚀