Have you ever wondered why the visitors of your website are not finishing the process of completing the goals. Matomo and its valuable features make it easy to analyze and learn more about the Visitor’s behaviour. Through optimizing your messaging, content or your page layouts, you will increase conversions by getting your visitors through a clear pathway to meet your website’s goal. In this guide we cover the most important features.

Table of contents

  1. Tracking Goals
  2. Funnel
  3. Users Flow
  4. Transitions
  5. Exit Page
  6. Visitor Engagement
  7. Conversion Rate Optimization

Tracking your Goals

A Goal in Matomo is your strategy and priority. It can entail many things: “Sold item”, “New customer”, “Downloaded brochure”, “Contacted us”, etc. What do you want your users to do on your website?

Goal conversion tracking is one of the most efficient ways to measure and improve your business objectives: Learn how to create Goals in Matomo.

For Ecommerce shops, you can use Analytics Ecommerce reporting.

Goals Funnel

A Funnel defines a series of actions that you expect your visitors to take on their way to converting a goal. By defining a funnel for your goals, you can improve your conversion rates, sales and revenue as you can determine where you lose your visitors in converting your goal. Learn more

Users Flow

Users Flow helps you find out which paths your visitors or users take in your website or app. Find out if your call to actions really work, find bugs, find the parts of your website or app where your users get confused, understand your visitors path to conversion or purchase, discover high drop-offs on pages and more. Learn more


Matomo Transitions gives you a report that shows the things your visitors did directly before and after viewing a certain page. It is not focused on the path, instead it shows the transitions through a page. With this feature, you can see everything that happened before and after a page, not only the internal pageviews. Learn more

Exit Page

The Exit Page is the last page accessed during a visit. Matomo reports the top Exit Page URLs, the number of Exits, Unique Pageviews and Exit Rate. This can help you identify the patterns or behaviour followed by your visitors when they exit your website. Learn more

Visitor Engagement

It’s vital to measure engagement if you have anything content related that plays a role in your customer’s journey. Matomo gives your website a fighting chance to make a lasting impression. Discover how engaged people are with your website by uncovering behavioural patterns that tell you how well your site and content is or isn’t performing. Learn more

Conversion Rate Optimization

When we talk about optimizing websites to improve and increase conversions, we’re really talking about conversion rate optimization (CRO). CRO is the process of learning what the most valuable content/aspect of your website is and how to best optimize this for your visitors to increase its chance to convert. Learn more