Matomo for marketing teams
Marketing needs numbers it can trust. Which campaign brings enquiries, which channel brings revenue, and what reaches Google Ads and Meta? I set up Matomo so that campaigns and channels are cleanly separated, conversions go to the ad platforms and the reports match your questions.
Sound familiar?
- 01Campaigns without orderutm parameters one way today, another way tomorrow, and after three months nothing is comparable.
- 02Channels that don't fitThe default channels don't separate what you want to separate, such as newsletter, paid social or partners.
- 03Ad platforms without signalWithout consent, Google Ads and Meta are missing conversions, and campaigns are harder to steer.
- 04Numbers that don't matchMatomo, GA4, ad platforms and CRM show different values.
- 05Reports nobody opensDashboards exist, but they don't answer the team's questions.
- 06Acting fast without ITNew events and campaigns should be measurable without long development cycles.
Separating campaigns and channels cleanly
A naming convention for campaigns and your own channel groups keep search, newsletter, paid social, partners and direct traffic separately analysable, even over years. You see which channel brings visits and which brings enquiries and revenue.
Conversions for the ad platforms
If you measure without consent, you can still supply Google Ads and Meta with conversions: server-side from Matomo, without an ad tag on the website. What is transferred, we agree with your data protection team.
Reports for decisions
I set up dashboards that match the team’s questions: campaigns compared, paths to an enquiry, content that works. Training is part of it, so the team can read and extend the reports itself.
Working independently of IT
With a well-structured tag manager your team creates new events, goals and campaigns itself. Approvals and tests make sure nothing breaks along the way.
FAQ
Frequently asked questions
Can we send conversions from Matomo to Google Ads and Meta?
Yes, server-side and without an additional ad tag on the website. Which data may be transferred is for your data protection team to decide.
How do we bring order to our campaigns?
With a naming convention and a template your team uses for every campaign. Matomo understands both mtm and utm parameters.
Why do Matomo and Google Ads show different numbers?
Because they count differently: clicks are not visits, and ad platforms attribute conversions by their own rules. I explain the differences and set up reports that make them traceable.
Do we need IT for every change?
No. With a well-structured tag manager your team creates new events and goals itself, with approval before going live.
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