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,…
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,…
