Know what works. With data you are allowed to use.
Without measurement, all marketing is guesswork. We set up Matomo or Google Analytics so that you can see which channel brings enquiries, bookings and sales. With consent, a tracking concept and reports you can understand without a degree in statistics.
- Matomo and Google Analytics 4
- Tracking concept
- Consent banner and Consent Mode
- Clear reports
What we typically measure
Both work. We tell you what suits you.
Google Analytics is free and closely linked to Google Ads. Matomo runs on a server in Europe, and the data does not leave your control. We set up both and advise you honestly.
Google Analytics 4
- Free, directly linked to Google Ads
- Data is processed by Google in the USA
- Only with consent, but with Consent Mode
- Strong when Google Ads is the main channel
Matomo
- Open source, operated on a server in Europe
- The raw data belongs to you, no disclosure to third parties
- Can be configured to minimise data
- Strong when data protection matters to you or your customers
From the question to the report.
Tracking concept
Which questions should the data answer? This determines which events we measure and which we deliberately leave out.
Set-up
Matomo or Google Analytics 4, via Google Tag Manager on request. With e-commerce tracking for shops and booking systems.
Consent and data protection
Consent banner, Google Consent Mode and a configuration that matches the privacy policy. Documented, so you can provide information when asked.
Integrations
Google Ads, Search Console, Meta and newsletter links with UTM parameters, so that every channel is attributed properly.
Dashboards and reports
One report with the key figures that matter to you, instead of a hundred charts nobody looks at.
Review of existing setups
Is your tracking counting correctly? We find double counting, missing conversions and data protection gaps.
Measuring is the basis for every channel.
Frequently asked questions
What is a tracking concept?
A tracking concept defines which questions the statistics should answer and which events are measured for that, such as enquiries, calls, bookings or sales. It also specifies which tool is used for measuring and how visitors’ consent is obtained. This produces data on which decisions can be based.
Am I allowed to use Google Analytics at all?
With the visitors’ consent and a suitable privacy policy, yes. We set it up technically on that basis. The legal assessment of your individual case is made by your data protection officer.
Why are visitors missing from my statistics?
Anyone who declines in the consent banner is not counted. That is as it should be. With Consent Mode and a data-minimising Matomo configuration, the gaps can be estimated better, but not closed completely.
Can we switch from Google Analytics to Matomo?
Yes. The old data stays in Google Analytics, new data goes into Matomo. For a transition, both can run in parallel for a while.
Is your tracking counting correctly?
We check your existing setup or set it up from scratch, with a concept, consent and clear reports. No obligation.
or by e-mail to info@web-crossing.com