Matomo, GA4, CRO, and experimentation — how I turn behavioural data into product decisions that move numbers.
Analytics & CRO Running Matomo on-premise was a deliberate decision, not a default. Most analytics teams inherit whatever tool is already in place — GA4, a SaaS platform, whatever the previous team set up. I made the switch intentionally, and…
Analytics & CRO Before switching to Matomo’s premium plugins, our analytics stack was Hotjar for heatmaps and session recordings, a separate A/B testing platform, and GA4 for everything else. Three tools, three billing relationships, data siloed across all of them.…
The number in Facebook Ads Manager was telling us something different from what Matomo was telling us. When I worked out why, the conversation that followed was not one the social media specialist particularly enjoyed. This is a story about…
The first time I presented a campaign performance report to senior management, I used seventeen slides. The data was clean, the charts were colour-coded, the commentary was thorough. The MD looked at two of them and asked: ‘So are we…
I spent five years as a web analyst before I became a product owner at the same company. That transition changed how I use data more than any course or certification ever could — because I saw, from the inside,…
