This Matomo training is designed to help participants implement and use Matomo for privacy-focused web and digital analytics. The course covers Matomo fundamentals, tracking setup, data collection, reporting, dashboards, conversion tracking, and compliance considerations. Participants will gain hands-on experience to analyze website and digital performance while maintaining data ownership and privacy using Matomo.

• Understand the architecture, analytics capabilities, and privacy-focused tracking features of Matomo for digital analytics and  performance measurement.
• Set up and configure the Matomo environment, tracking components, data sources, and reporting configurations for analytics  workflows.
• Design dashboards, reports, goals, segments, and user behavior analysis models using Matomo analytics approaches.
• Implement website tracking, campaign analysis, conversion monitoring, and performance reporting workflows effectively.
• Debug, test, and optimize tracking configurations, reports, and analytics performance for scalability and reliability.
• Build secure, data-driven, and production-ready digital analytics solutions using Matomo best practices.

 • Digital marketers and growth teams
 • Web analysts and digital analytics professionals
 • Website administrators and developers
 • Privacy and compliance-focused organizations
 • Businesses migrating from Google Analytics

 • Basic understanding of websites and digital concepts
 • Familiarity with marketing or analytics concepts is helpful
 • Basic computer operation skills

 • Understanding Matomo platform and features
 • Implementing Matomo tracking on websites
 • Managing websites and tracking configurations
 • Analyzing traffic and user behavior
 • Creating dashboards and custom reports
 • Setting up goals and conversion tracking
 • Managing privacy and compliance settings
 • Exporting and sharing analytics insights

By the end of this training, participants will be able to implement, manage, and analyze digital analytics using Matomo with confidence. Learners will gain strong fundamentals in tracking, reporting, and privacy-focused analytics, enabling them to make data-driven decisions while maintaining regulatory compliance.

Introduction to Matomo & Privacy-First Analytics
 • What is Matomo and where it is used
 • Matomo vs other analytics platforms
 • Privacy-first analytics concepts
 • Matomo interface and navigation

Tracking Setup & Implementation
 • Creating websites in Matomo
 • Installing tracking code
 • Using tag manager basics
 • Verifying tracking and data collection

Core Reports & Audience Analysis
 • Visitors and visits reports
 • Devices and browsers analysis
 • Geographic reports
 • Acquisition channels overview

Behavior & Content Analytics
 • Page views and page performance
 • Site search analysis
 • Event tracking basics
 • Content engagement reports

Goals, Conversions & E-commerce Tracking
 • Setting up goals
 • Conversion funnels
 • E-commerce tracking basics
 • Revenue and transaction analysis

Dashboards & Custom Reporting
 • Creating custom dashboards
 • Using widgets and reports
 • Scheduled email reports
 • Sharing analytics dashboards

Privacy, Consent & Compliance
 • GDPR and privacy considerations
 • Consent management
 • Anonymization settings
 • Data retention policies

Advanced Features & Integrations
 • Custom dimensions
 • Heatmaps and session recordings basics
 • Integrating with CMS and marketing tools
 • API and data export options

Analytics Strategy & Best Practices
 • Defining KPIs
 • Interpreting Matomo data
 • Improving website performance using insights
 • Analytics governance best practices

• Matomo Setup & Analytics Platform Architecture
• Tracking Configuration, Data Sources & User Segmentation
• Website Analytics, Campaign Tracking & Conversion Analysis
• Dashboards, Reports & Performance Monitoring
• Testing, Debugging & Performance Optimization
• End-to-End Matomo Analytics Implementation Project

Participants will be evaluated through hands-on Matomo labs, practical tracking and reporting exercises, instructor-led reviews, and a final assessment focused on implementing and analyzing a complete Matomo analytics setup.

Participants will receive course materials, slides, reference materials, exercises and access to resources for further learning.

Upon successful completion of the training, participants will receive an AcadNXT Certificate of Completion for Matomo. This digital, verifiable certification validates practical Matomo digital analytics, privacy-focused tracking, and reporting skills and can be shared on LinkedIn and included in professional profiles to enhance digital analytics career credibility.