Matomo for BI and data analytics
BI teams want to analyse web analytics data alongside CRM, shop and finance data, in their own tools. I connect Matomo to the data warehouse and BI tools via the Reporting API or raw data exports, define visits, goals and channels and make sure the numbers match other systems.
Sound familiar?
- 01Data in silosWeb analytics lives in Matomo, everything else in the data warehouse.
- 02Unclear definitionsWhat is a visit, what is a conversion, and which channel counts?
- 03Reports or raw data?Some questions are answered by reports, others need every single action.
- 04Numbers that don't match the CRMLeads and revenue in Matomo and in the CRM differ.
- 05Data protection when exportingPersonal data should not flow into the data warehouse unchecked.
- 06Ad hoc questionsCross tables and secondary dimensions are missing from the standard reports.
Reports or raw data
The Reporting API delivers the reports Matomo already knows, for example for dashboards in Power BI. Raw data exports bring individual visits and actions into the data warehouse, for your own analyses and for combining them with CRM or shop data. I help you choose and build the data pipeline.
Shared definitions
Visit, goal, conversion, channel: I define with your team what the terms mean and document them. That way Matomo, the data warehouse and the reports fit together, and differences from the CRM can be explained.
Data protection when exporting
Only what is needed for the analysis is exported. How long the data stays in the target system, we agree with your data protection team.
More directly in Matomo
Many questions can be answered without an export: with segments, custom reports and Data Exploration for secondary dimensions and cross tables straight from the raw data.
FAQ
Frequently asked questions
How does Matomo data get into our data warehouse?
Through the Reporting API for reports or through a raw data export for individual visits and actions. Which route fits depends on your questions. Often it is a combination.
Does this work with Power BI and Looker Studio?
Yes. Power BI fetches reports directly via the Reporting API, Looker Studio via a connector or an intermediate step such as BigQuery. Queries run with a token that has read-only access.
Why do Matomo and the CRM differ?
Usually because of different definitions and timing: a form is submitted, the lead in the CRM is created later or not at all. I define shared definitions and connect both sides via a common identifier, whose use you agree with your data protection team.
Can we analyse more flexibly within Matomo?
Yes. Segments, custom reports and Data Exploration with secondary dimensions and cross tables answer many questions before an export is needed.
Sounds like your project?
In an intro call we'll clarify where you stand and what comes first.
Your contactPeter Boehlke, Matomo consultant from Munich, 17 years in the Matomo team