Definition:
Piwik (now called Matomo) is a web analytics tool belonging to an OpenSource community whose features allow it to compete one-on-one with most options available in the market. It is a program that provides detailed reports on the traffic of a website, including the most popular reports, such as what are the search engines and keywords used by visitors to find a page, the language they speak, their most popular pages and other analytical reports.
Piwik is a PHP MySQL software program that web publishers must download and install on their own web server if they want to use it, although it also has a paid Cloud version. After the initial set-up, a JavaScript code is provided that must be entered into the site’s html or tag manager to begin data collection.
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Security in Piwik
Unlike other tools, Piwik guarantees the privacy of the data, since the client owns it, whether it is hosted on its server or if it is committed to the Cloud option. This option has made it one of the reference applications in public bodies and the preferred option in consultants specialized in Piwik.
Their software can also be integrated with third-party applications, including CMS systems such as WordPress or Drupal, e-commerce applications such as Magento or PrestaShop, newsletter systems such as phpBB, and much more. The Piwik community has also created several plugins that can be used to increase its features.
Piwik developers offer commercial services, including annual support plans, training, managed hosting and consulting related to Piwik in general (for its installation, configuration and maintenance of the system, scale and custom development).
Piwik is now Matomo
In January 2018 it changed its name to Matomo so as not to generate confusion with Piwik Pro, a brand ceded to another company that develops measurement solutions outside the Piwik OpenSource community.
Piwik and Matomo
Currently, Piwik should mainly be treated as the former name of Matomo. The open source project was rebranded as Matomo in 2018, so Matomo is the current reference for this web analytics solution.
There is also Piwik PRO, a separate commercial platform focused on analytics, privacy and consent management. Current documentation should distinguish between Matomo and Piwik PRO to avoid confusion.
Frequently asked questions about Piwik
What does Piwik mean in digital marketing?
Piwik refers to the concept described in this glossary entry: Definition: Piwik (now called Matomo) is a web analytics tool belonging to an OpenSource community whose features allow it to compete one-on-one with most options available in the market. Piwik is a PHP MySQL software program that web publishers must download and install on their own web server if they want to use it, although it also has a paid Cloud version. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Piwik?
Teams should review Piwik when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Piwik used in a digital strategy?
Piwik is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Piwik?
A common mistake is using Piwik too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.