Matomo Analytics training

Lesson 1 • Core Analytics Concepts

Defines visits, unique visitors, page views, bounce rate, and conversion in Matomo's context. Provides the vocabulary needed to interpret every report in the platform.

Lesson 2 • What Matomo Is and Does

Covers Matomo's purpose, history, and positioning as a privacy-focused analytics platform. Establishes context for all subsequent technical and strategic learning.

Lesson 3 • Deployment Options and Architecture

Explains self-hosted and cloud-hosted deployment models and their trade-offs. Learners select the appropriate model for their organisational context.

Lesson 1 • Running the Installation Wizard

Walks through the step-by-step web-based installer and database connection setup. Learners complete a verified, error-free installation by the end of this section.

Lesson 2 • Server Environment Preparation

Covers web server, PHP, and database prerequisites before installation begins. Ensures learners avoid common environment mismatches that cause setup failures.

Lesson 3 • Adding and Managing Websites

Explains how to register websites in Matomo and configure site-level settings. Connects directly to tracking accuracy and multi-site management covered later.

Lesson 4 • User and Permission Management

Defines Matomo user roles and how to assign site-level access permissions. Learners implement least-privilege access appropriate for team environments.

Lesson 1 • JavaScript Tracking Tag Basics

Introduces the standard Matomo JavaScript snippet and its placement in HTML. Establishes the foundation for all client-side tracking configurations.

Lesson 2 • Server-Side and API Tracking

Explains the Matomo Tracking HTTP API for server-side and non-browser environments. Enables tracking of backend events, IoT, and cookieless scenarios.

Lesson 3 • Mobile and App Tracking

Introduces Matomo SDKs for iOS, Android, and hybrid mobile applications. Learners extend analytics coverage beyond the web to native app environments.

Lesson 4 • Tag Manager Integration

Covers deploying Matomo tracking via Matomo Tag Manager and third-party tag managers. Learners manage tags without direct code edits, reducing deployment risk.

Lesson 1 • Behaviour and Content Reports

Covers pages, entry and exit pages, site search, and content engagement reports. Learners diagnose content performance and navigation patterns.

Lesson 2 • Acquisition and Referral Reports

Explains how Matomo attributes traffic to channels, referrers, and campaigns. Learners identify which sources drive the most valuable visits.

Lesson 3 • Transitions and Page Flow Reports

Explains the Transitions overlay and how visitors navigate between pages. Learners visualise user journeys to identify friction points in site flow.

Lesson 4 • Audience and Visitor Reports

Covers visitor overview, demographics, device, and technology reports. Learners profile their audience to inform content and UX decisions.

Lesson 1 • Form Analytics and Interaction Tracking

Introduces Matomo's Form Analytics plugin for tracking form field behaviour. Learners identify form abandonment and field-level friction to improve conversion rates.

Lesson 2 • Funnel Analysis and Goal Flow

Explains multi-step funnel configuration and the goal flow visualisation. Learners pinpoint where users abandon conversion paths and prioritise optimisation efforts.

Lesson 3 • Defining and Creating Goals

Covers goal types including URL destination, duration, pages per visit, and events. Learners map business objectives to measurable Matomo goal configurations.

Lesson 4 • Event Tracking Implementation

Explains the Matomo event model using category, action, name, and value dimensions. Learners instrument clicks, downloads, video plays, and custom interactions.

Lesson 1 • Applying Segments to Reports

Explains how to apply saved segments to any report and compare segment performance. Learners use segmentation to surface insights hidden in aggregate data.

Lesson 2 • Custom Dimensions Setup

Introduces visit-scoped and action-scoped custom dimensions and their configuration. Learners capture business-specific data points not available in default Matomo reports.

Lesson 3 • Building Visitor Segments

Covers the segment editor, available dimensions, and condition logic. Learners isolate meaningful audience subsets to compare behaviour across groups.

Lesson 1 • Privacy Regulations and Analytics

Explains how data protection regulations affect analytics data collection and retention. Provides the compliance context that drives all configuration decisions in this chapter.

Lesson 2 • IP Anonymisation and Data Masking

Explains IP anonymisation settings and how to mask personally identifiable data. Learners reduce PII exposure while maintaining analytical accuracy.

Lesson 3 • Data Retention and Deletion

Explains automated data purge schedules and manual data deletion workflows. Learners enforce retention policies that satisfy regulatory and organisational requirements.

Lesson 4 • Consent Management Configuration

Covers Matomo's built-in consent manager and integration with third-party consent platforms. Learners implement opt-in and opt-out flows that respect user preferences.

Lesson 1 • Custom Reports and Dimensions

Covers the Custom Reports plugin for building bespoke metric and dimension combinations. Learners create reports that answer specific business questions beyond default views.

Lesson 2 • Scheduled Reports and Email Delivery

Covers automated report scheduling, format options, and recipient management. Learners ensure stakeholders receive timely, relevant data without manual effort.

Lesson 3 • Annotations and Data Contextualisation

Introduces annotations for marking significant events on trend charts. Learners add business context to data spikes and drops for accurate interpretation.

Lesson 4 • Matomo API for Data Extraction

Explains the Matomo Reporting API for programmatic data access and integration. Learners pull analytics data into BI tools, spreadsheets, and custom applications.

Lesson 5 • Benchmarking and KPI Frameworks

Covers establishing baseline metrics, setting targets, and building KPI scorecards. Learners translate analytics data into strategic performance narratives for leadership.