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Data ownership is easy to agree with: Almost every analytics team wants ownership and control over its data. The harder question is what that control looks like in everyday work. Ownership establishes who has rights over the data. The practical question i

Web analytics helps teams decide what to fix, where to invest and which channels deserve more attention. But those decisions are only as strong as the data behind them. In Matomo's Future of Web Analytics report, we surveyed web analytics professionals ac

Google Analytics (GA) is the biggest player in the web analytics space. But dominance and reliability aren't the same metric. Over the years, users have pointed out several major limitations in Google Analytics. Many of these are even more visible in Goog

Wellington, New Zealand, 1 September 2026 - Matomo today announced the launch of its Reseller Partner Programme, an additional tier within its existing Implementation Partner ecosystem. The programme enables organisations worldwide to work with selected l

Matomo Shobo is expanding its businessIt has been over a year since we opened the shared bookstore "Matomo Shobo" in July 2025, which has passed surprisingly quickly. More people than I imagined have gotten involved, many books have been read, many ZINEs

There was a time when website traffic came from a handful of well-understood channels: organic search, paid ads, social media, and direct visits. But over the past few years, that picture has changed. AI-powered platforms like Google's AI Mode, ChatGPT, P

One morning, you open your analytics dashboard and see something every marketer hopes for: Traffic is up, not by a few percent, it has doubled overnight. For a moment, it feels like all your hard work has finally paid off. Maybe one of your blog posts has

Google Analytics has been the industry default for years. But privacy-first browsers, consent requirements and a fundamental shift in how people discover websites through AI assistants are making it harder to trust GA's reports. Here's a look at the commo

Data breaches expose personal data at a massive scale. In the second quarter of 2025 alone, nearly 94 million data records were leaked, impacting millions of individuals worldwide. As these risks grow, governments have introduced stricter data protection

A new Matomo study reveals a growing