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Discover deeper campaign and visitor behavior insights with the new Matomo Integration

Devansh Bhushan Devansh Bhushan 3 Min Read

VWO users can now integrate their Matomo account with VWO for comprehensive user insights that will enable in-depth analysis of user behavior, empowering data-driven optimizations for your website. 

What is Matomo?

Matomo (formerly Piwik) is an open-source web analytics application to track online visits to one or more websites and display reports on these visits for analysis. Overall, Matomo provides a web analytics solution that places a strong emphasis on data ownership, privacy, and customization. 

Here are a few use cases of how Matomo Integration can be useful to you:

1) A/B Testing Analysis via Goals

By integrating VWO with Matomo, you can analyze the results of your A/B tests in the context of your overall website analytics for different Metrics/Goals. This integration enables you to see how different variations of a page are performing not only in terms of conversions but also in terms of other important metrics (referred to as ‘Goals’ in Matomo)  like Page Visit, bounce rate, time on page, and user engagement. This comprehensive analysis helps you make data-driven decisions about which variations are truly improving user experience and driving desired outcomes.

Tracking VWO page-visits goal on Matomo

2) Funnel Optimization

When you run CRO campaigns using VWO, you can use Matomo to track the entire user journey, from entry to conversion via Funnels. This integration enables you to identify user behavior patterns leading to conversions and areas where users might drop off. By understanding the broader context of your CRO experiments within your website’s analytics, you can refine your strategies to optimize conversion funnels effectively.

Observing funnels in Matomo to track the user journey

3) Segmentation and Personalization

Matomo allows you to create custom segments based on user characteristics and behavior. By integrating VWO data, you can analyze how different segments respond to your variations. For example, you can segregate and analyze users based on their device type, location, Operating system, etc. You can assess whether a new design resonates differently with first-time visitors compared to returning users. This insight can inform your personalization efforts, tailoring content and experiences for specific user groups.

Segment VWO visitors based on Location, Device and other categories

Integrating Matomo with VWO

The video below shows how you can integrate your Matomo account with VWO seamlessly in just a few simple steps. 

Integrating VWO with Matomo

Excited and want to know more?

Our new Matomo integration is available for all plans of VWO Testing, VWO Personalize, and VWO Web Rollouts. Please check out our knowledge base article to learn more and set it up in your VWO account. For any questions or concerns, feel free to reach out to support@vwo.com.

VWO Personalize, VWO Testing, VWO Web Rollouts
Growth, Pro, Enterprise, All
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