Definition:
Matomo (formerly called Piwik) is an open source measurement software that provides statistics of data on the use of a web page, such as visits, page views, origin of visits…
Matomo is based on PHP and MySQL, and can be installed on its own server, or it can work on a cloud service with a paid service offered by the company Innocraft, which is the company that supports Matomo.
The installation of Matomo is simple and can be done by non-technical personnel, since it is enough to decompress a file, upload it by FTP and connect it with a database.
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Evolution of Matomo
The Matomo project was born in 2007 under the name of Piwik, by the hand of its founder Matthieu Aubry, with the vocation of being the “leading OpenSource digital analytics tool that gives users total control of their data”.
In 2018 it changed its name so as not to create confusion with Piwik Pro, a private equity company that, based on the open source tool, develops private measurement solutions such as Piwik Pro and Piwik Pro Tag Manager.
Matomo (which means honesty in Japanese), is only a name change for the Piwik OpenSource, keeping unchanged its mission of being a free and open source solution, supported by its wide community.
Matomo in Digital Marketing
Matomo is a very interesting tool since it offers us for free the possibility of having a complete analysis on certain aspects of our website, or on the competition. The most interesting information offered by this software is about the behavior of visitors to a website: origin of the same, geographical location, technical characteristics and interaction within the website. It should be noted that although there are those who compare it with Google Analytics, there are differences between both applications, the main one being that while Google Analytics works remotely on a web server, Matomo needs to be installed on its own server to work. The main advantages offered by the latter is to be sure that the information we extract with Matomo will not leave our own infrastructure.
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