Matomo vs Google Analytics: what if you changed your analytics solution?
Google Analytics represents nearly 86% of the market share among audience analytics tools. More than 440,000 French websites use it. The problem? Google Analytics does not comply with the provisions of the GDPR (General Data Protection Regulation).
To avoid risking a fine from the CNIL, you should move to Google Analytics 4 or, better yet, adopt an alternative that is both high-performing and GDPR-friendly. For example, Matomo, whose name means “Honesty” in Japanese.
Matomo vs Google Analytics, which wins the match for GDPR compliance ? What are the key strengths of each solution? And what if you still want to use GA despite everything? We tell you everything in this article!
Google Analytics: site publishers already served notices
In February 2022, the French Data Protection Authority (CNIL) announced a formal notice to a website operator because of their use of Google Analytics.
Why such a decision? Because the Google-made tool does not respect the General Data Protection Regulation (GDPR). Indeed, it transfers the data of European internet users to the United States, thereby violating Article 44 of the GDPR. Under current conditions, users' personal information is not sufficiently protected from U.S. intelligence services and its transfer cannot be validated by the CNIL. But that’s not all!
Google does not guarantee the anonymization of data collected via its tool. Worse, these data are shared with its other services in order to improve the relevance and personalization of advertisements.
Even though Google Analytics has a consent framework, it is not really reliable. It assigns an identifier to visitors of your website, which runs counter to GDPR requirements.
To avoid losing its European users, the Mountain View firm has initiated reforms, notably the forthcoming end of Universal Analytics.
Google Analytics 4, Google's response to the GDPR
Google announced the disappearance of Google Analytics version 3, or Universal Analytics, for 2023. From July 1, 2023, you will no longer be able to collect visitor data with Universal Analytics. In October of the same year, Universal Analytics 360 will follow suit.
From January 2024, all previously collected data will be erased. As a replacement, users are invited to switch to Google Analytics 4 now — a new version considered more respectful of your website visitors' privacy.
If you use GA, you likely saw this message when you logged into your dashboard:
What does this change? Concretely, Google Analytics 4 uses machine learning to avoid collecting data on the customer journey across its platforms. This will change data tracking in every respect:
- A consent mode allowing visitors to choose between data collection for analytics or for advertising is now available.
- GA4 anonymizes, masks, and no longer stores IP addresses.
- GA4 marks the end of the cookie- and session-based model for audience measurement and moves to an event-based model
Stopping the storage of IP addresses has the direct consequence of reducing the transfer of Google Analytics data. Other changes include:
Reducing the data retention period
With Universal Analytics, you can choose a data retention period of up to 64 months. In GA4, you have only two options: 2 months or 14 months.
A change more in line with the GDPR, but not yet optimal, since that regulation provides a maximum retention period of 13 months for advertising cookies and 24 months for those related to audience measurement.
The ability to delete an individual visitor's data
Google Analytics 4 allows you to delete a specific user's data. This is a significant improvement over Universal Analytics, which only allowed deleting data within a defined time range.
With GA4, you can disable the tool's triggering until users give their consent. In that case, you will not collect any personal information and therefore will not risk processing sensitive data.
Sharing with other Google products
When you configure your GA4 account, you can choose to share data with Google's technical support teams, account managers and/or other products.
Be sure to review these options carefully, because some of them will require additional disclosures of confidential data.
Good to know: to keep things simple, you can disable data sharing.
Matomo vs Google Analytics: what if you switched tools?
In its official list of tools identified by the CNIL as GDPR-friendly, you will find Matomo.
Formerly known as PIWIK, it allows you to track visits to your website and your apps. An open source solution, the tool also offers a hosted SaaS version in Germany. Its features are specifically designed to comply with the General Data Protection Regulation.
On-premises operation
Matomo is built on PHP and MySQL and can be installed on your own server or run in the cloud with a paid service. Thanks to this on-premise setup, you can manage visitor data yourself and ensure your GDPR compliance.
It offers native features that let you automatically anonymize and pseudonymize users' IP addresses, which removes the personal nature of the data as required by the GDPR. In the Matomo vs Google Analytics matchup: the tool with the Japanese-sounding name scores a point!
Choice of data storage location
Matomo states on its website that collected data is not transmitted and remains entirely with the website owner. You can therefore choose the data centers where information will be stored and retained. This is a major difference compared with Google Analytics.
Scalability and automatic updates
Matomo has a marketplace where you can buy plugins to extend its functionality. You can track your visitors' behavior more precisely while ensuring their anonymity.
Additionally, the tool promises automatic updates in the event of GDPR changes thanks to an advanced manager.
Real-time data
What sets Matomo apart from other tools is that it is particularly useful for real-time data analysis. It offers different features that allow you to identify a site's activity and the origin of its traffic at any time.
This makes it an ideal tool for analyzing both the effectiveness of marketing campaigns and a site's ability to convert leads into customers.
Improved data collection options
You don't need a screen for cookie consent with Matomo. From installation, the tool lets you choose the method of data collection. The most common is the one offered by most analytics tools: a JavaScript tag to add to the site's front end.
The tool also offers a server-side integration based on log analysis to identify a visitor during their session. Thanks to this solution, you benefit from a more accurate picture of traffic and interactions on your site.
Rest assured, this does not pose a privacy issue. The collected data is exclusive and is not shared. You use it only for analysis and not to create audiences for retargeting.
Conversion optimization
Matomo includes features such as:
- Heatmaps
- Session recordings
- Automatic form analysis and tracking
- Funnels
The purpose of these options is to help you improve your conversion funnel and, consequently, your sales.
Like Google Analytics, Matomo allows you to define and track your business goals and set events to identify and measure a user's progress on your website.
These conversion-optimization features also help you create A/B tests.
Compatibility with Google Ads
In the Matomo vs Google Analytics showdown, you might think integration with Google Ads is exclusive to Mountain View's tool. However, all Google tools are compatible with Matomo, including Google Ads. You can manage your ads and improve your paid search from within the platform.
Good to know: if you currently use Google Analytics, you can import your Google Ads data into Matomo. That way you won't have to pause your marketing campaigns!
Matomo vs Google Analytics: how to choose?
Choosing Matomo means opting for a tool that already respects GDPR provisions. You won't waste time setting up the required settings. Everything is designed to make your life easier!
However, if you want to remain loyal to Google Analytics, you must switch to version 4, which is more GDPR-compliant. This is to avoid the risk of a fine from the CNIL. You had until 2023, but you should know the commission can review your website at any time.
Our tip for choosing between Matomo and Google Analytics
Whether you choose to switch to Google Analytics 4 or adopt Matomo, we recommend getting professional support.
A professional will be able to configure these tools perfectly according to your objectives and train you in their sometimes complex use. The aim is for you to get the most out of the GDPR-friendly data the tool provides.
So don't wait any longer to post your ad on Codeur.com to find a freelance analytics consultant to support you!
