Matomo Analytics

Matomo is a free and open-source web analytics platform that we self-host on our own infrastructure. Unlike many analytics services, Matomo gives us full control over our data — no third-party tracking, no data sharing — while still providing powerful insights into how our websites are used.

This chapter is divided into four sections:

• Matomo Overview and Setup — What Matomo is, how it compares to alternatives like Google Analytics, and a technical walkthrough of our server setup, configuration, and upgrade process.
• Adding a New Website — How and when to add Matomo tracking to a new site, including embedding the tracking code, configuring goals, and verifying that tracking is working correctly.
• Campaigns and Reporting — How to create and manage campaign tracking URLs, use Matomo’s campaign reporting features, and analyze the effectiveness of outreach efforts.

By the end of this chapter, you should be comfortable setting up Matomo tracking for a new project, creating and measuring campaigns, and using Matomo’s reporting dashboard to understand your audience and improve the OSC website.