How a fintech company balanced advanced analytics and privacy with Matomo
7Assets, a fintech company, needed more from their web analytics platforms. Plausible lacked the necessary features to support their analytics needs, and Google Analytics didn’t give them the control or transparency they needed to manage data responsibly.
Switching to Matomo allowed them to collect only necessary data, reduce legal overhead, and gain advanced features, all while being privacy-friendly and compliant.
About 7Assets
7Assets is a Germany-based fintech company that provides a smart platform for managing financial flows, from daily expenses to complex investments.
Their platform offers a comprehensive view of various asset classes, including real estate, securities, cryptocurrencies, and alternative assets like vintage cars and collectibles.
With a strong emphasis on transparency, security, and user-friendly design, 7Assets helps users make informed financial decisions.
Balancing advanced features with privacy and control
7Assets required a web analytics platform that offered both advanced features and the ability to control exactly what data was being tracked.
Google Analytics, while feature-rich, was tracking too much unnecessary data and lacked the control they needed. This created additional overhead with legal work and conflicted with their commitment to privacy.
On the other hand, Plausible offered better privacy but fell short in terms of features, limiting their ability to perform detailed analysis.
“We found ourselves stuck between two extremes—Google Analytics, which was too invasive, and Plausible, which didn’t have the depth of features we needed,” said Robin Kretzschmar, Founder at 7Assets.
Switching to Matomo
After evaluating their options, 7Assets chose to move to Matomo for its robust feature set, strong focus on privacy, seamless integration with various ecosystems, and easy user access management.
As a tech company with developers, they initially considered self-hosting with Matomo On-Premise but ultimately chose Matomo Cloud to avoid the maintenance overhead.
“Even though we have the technical expertise and Matomo On-Premise is free, the time and resources required to manage it weren’t worth it when Matomo Cloud offered the same benefits without the extra burden,” said Robin.
By choosing Matomo Cloud, 7Assets could focus on building their platform without these overheads, while still benefiting from Matomo’s powerful features and control over data collection.
“Matomo Cloud allowed us to concentrate on what we do best—developing our own platform—without worrying about the hidden costs and distractions of managing a self-hosted solution,” Robin explained.
Easy setup and comprehensive tracking
7Assets quickly set up tracking for both their website and platform using Matomo.
Tracking both the website and platform gave 7Assets a clear picture of user behaviour across all parts of the user journey. This helped them understand how users interacted with all digital touchpoints, not just the website.
This easy implementation meant they could immediately begin making data-driven decisions without compromising on their privacy standards.
Complete control and customisation of data tracking
One of the biggest benefits 7Assets experienced after switching to Matomo was how easily they could customise what was being tracked.
Robin noted, “With Matomo, controlling what data is being tracked is easy. We simply disabled tracking for irrelevant events and added custom events we needed for our business.”
Matomo gave 7Assets full control over their data collection, aligning it with their privacy commitments and reducing legal overhead by ensuring compliance.
Leveraging advanced features for deeper insights
Matomo gave 7Assets the ability to gain deeper insights into user behaviour. Using features like Session Recordings and Page Scroll Depth on their website, they identified which content resonated most with visitors.
The added bonus was tracking user interactions on their platform, such as clicks on key buttons, to see if users engaged with beta features or if certain elements were overlooked.
This detailed tracking improved their decision-making and provided valuable insights to improve the user experience.
A confident future with Matomo
Switching to Matomo has transformed 7Assets GmbH’s approach to web analytics. Matomo’s combination of advanced features, privacy-friendly tracking, and ease of use has provided them with the tools they need to grow confidently.
7Assets can now manage their analytics in a way that supports their commitment to privacy while delivering powerful insights that drive their business forward.
Get user-friendly analytics with accurate and compliant data
21-day free trial. No credit card required.
