Matomo, GA4, CRO, and experimentation — how I turn behavioural data into product decisions that move numbers.
Three years ago, my company had a decision to make. As an Irish online travel agency with customers in Ireland, we were running GA4 on our booking platform. Legal raised a question about data flows — specifically, whether data about…
Accessibility, performance, and trust aren’t just compliance checkboxes, they’re the foundations of digital customer experience. Drawing on real-world lessons in healthcare and travel, I explore how small improvements, from plain English to secure APIs, create websites people can rely on.
Every decision affects the product's success, user satisfaction, and business goals. But how do you make these decisions with confidence? The answer lies in data—and more specifically, in leveraging analytics.
The attribution model your analytics tool defaults to is quietly shaping every budget decision you make — and most teams never change it. Understanding how each of the six main models works, which suits your product type, and why Matomo…
The importance of collecting precise and relevant data cannot be overstated. One way to achieve this is by using a dataLayer. In this guide, we’ll explore the concept of a dataLayer, its benefits, and how it can be implemented for…
Tailored tracking through the dataLayer emerges as a pivotal strategy, offering insights and opportunities that generic tracking methods simply cannot match. Let’s explore some applications and advantages of this approach, examining Google Analytics 4 (GA4) and Matomo as examples. What…
Analytics & CRO Technical SEO became my problem the day our Core Web Vitals scores tanked after a Next.js migration. The sprint was closed, the engineering team had moved on, and Google Search Console was showing a sharp increase in…
In this guide, I will walk you through the installation process and provide step-by-step instructions to ensure a seamless deployment of your first container using Matomo Tag Manager. So, let’s dive in and get started! Installation Setting up the container…
Analytics & CRO Matomo Tag Manager lets you capture the user behaviour data that drives product decisions — clicks, filter usage, form submissions, search interactions — without a development sprint for every new event. The key is a consistent dataLayer…
In today’s digital landscape, web analytics is crucial for understanding user behaviour, optimising conversions, and driving business growth. Accurate and insightful analytics are paramount. Initially transitioning to Google Analytics 4 (GA4) after Google announced the sunset of GA Universal Analytics,…
