In this article, you’ll learn:
Matomo, formerly known as Piwik, is an open-source web analytics platform that helps track user data such as visitor details, page views, goals, e-commerce activity, and traffic sources. Matomo allows hosting data on your servers and offers customizable dashboards, reports, and plugins for tailored insights, enabling informed decisions to enhance websites and user experiences.
By integrating VWO with Matomo, the VWO campaign-specific data is pushed to your Matomo account for the visitors of your website. Afterwards, this data could be employed to form separate segments within Matomo. This would enable you to assess the performance of the visitors based on different parameters found in Matomo, applicable to both the control and variation group visitors.
Enabling the Matomo Integration for Your VWO Account
To enable the VWO-Matomo integration in your VWO account, the following prerequisites must be met:
- You should possess an active Matomo account
- The VWO SmartCode and Matomo analytics code should be implemented on your webpage
- Log in to your VWO account.
- From the left panel of your VWO dashboard, go to Configurations > Integrations, which provides integrations to be enabled at the workspace level. By doing so, the integrations are applied to all the test campaigns in the future by default.
- Click on the Matomo integration and enable it. Once done, the Matomo screen within the Integrations page looks like this:
If you wish to enable the Matomo integration for your existing campaigns, select the campaign, go to Settings > Others, expand the Integrate with third-party products section, and select the Matomo option.
Post enabling the integration, you can start sending your VWO experiment data to Matomo at the campaign level.
Verifying the Integration Setup
You can check if the integration setup is complete or troubleshoot the setup by verifying the network calls to identify the data pushed from VWO to Matomo by performing the following steps in your browser:
- Right-click on the page where your test campaign is running and select Inspect Element.
- Under the Network tab, search for “matomo” to filter the network calls for Matomo.
- The network calls get populated as the page loads. You may reload the page to view the network calls.
- Select a network call to view further details.
- Go to the Payload tab, where you can find the data being pushed in the following format:
- e_c: VWO
- e_a: <campaign ID>:<campaign name>
- e_n: <variation ID>:<variation name>
These indicate that the values are being pushed by VWO to Matomo.
Creating Report in Matomo Using VWO Data
Matomo provides you with a plethora of different preset parameters that help you measure almost every significant event on your website. You can simply import your VWO data into Matomo and create a custom report using the preset report options in a few easy steps.
Let’s say you’re looking to access the net purchase value as sourced from the variations of a certain VWO campaign. To fetch the report for this case, perform the following steps:
- Go to Custom Reports > Manage Reports and click on the CREATE NEW REPORT button.
- In the Create new report page that appears, supply a name for the report and an appropriate description for the report, if necessary.
- Configure the website to which this report should be applicable.
- Under the Report content section, select the report type.
- Under Dimensions, you can configure the parameters that form the first column of your report table. Essentially these become the variables for which you can view the corresponding values in each row.
Now that you require viewing the data for the different variations, you need to select Event Name under Events as the dimension. You can further configure this dimension to fetch your VWO campaign variations using the Filter option, as explained in step 7.
- You can now set the evaluation factor under Metrics. To evaluate the net purchase value from individual variations, select the Total Order Value option.
- Using Filter, you can filter the data from VWO by clicking on +Add condition and configuring it using the following parameters with AND condition:
|<campaign ID>:<campaign name> (for fetching campaign-specific data)
|<variation ID>:<variation name> (for fetching variation-specific data)
- Click CREATE NEW REPORT. This generates the report like this: