Benefits of User ID tracking
Matomo User ID tracking provides a consistent way to identify and analyse logged-in users across multiple visits, devices, and sessions. This approach provides insight into how subscribed users engage with your website or app beyond a single session and can measure repeat conversion and retention trends.
The following sections outline the main benefits of User ID tracking and common use cases.
Key benefits
Combine sessions into a complete visitor profile
User ID tracking extends Matomo’s standard visitor recognition by linking visits from the same authenticated person across devices and browsers. Use the Visits Log or Visitor Profile to understand user journeys, identify friction points, and spot patterns such as repeated visits before conversion.
Identify and reward engaged users
You can find your most active or valuable users and sort reports by engagement metrics such as total time spent or number of visits. These insights can support retention and loyalty initiatives.
Improve retention and reduce churn
Identify users who have become less active or stopped returning and analyse their past behaviour to understand when engagement declined. You can then test improvements through marketing campaigns and targeted content.
Support users more effectively
When a user reports an issue, review their session history by User ID to trace the actions they performed and where they may have encountered problems. This helps your support team diagnose issues quickly and offer accurate assistance.
Analyse user cohorts and segments
Compare how different groups behave, such as users who joined after a pricing change or when customers on specific plans convert, to identify conversion patterns, behaviour trends, and opportunities for improvement.
Common use cases
Membership sites and online communities
In Matomo, you can track how often members log in, what content they revisit, and how engagement evolves over time. User ID tracking can identify active contributors, measure retention, and help you understand which features are most/least popular with logged-in users.
Market research and audience profiling
Linking behavioural data to defined user segments shows how different audience types interact with your website. You can then evaluate engagement by role, subscription level, or demographic attributes collected through your login system.
Ecommerce sites
When you track User IDs with Ecommerce purchases and visits to the same user record, it enables calculating customer lifetime value and analysis of repeat purchase behaviour. You can also identify which products returning users view most often and use funnels to pinpoint where they drop off before completing a transaction.
Customer support portals
By tracking how logged-in users navigate help resources, view troubleshooting content, or seek help, you can detect recurring issues among specific users or account types and improve the overall support experience.
To get started with tracking User IDs, read the setup guide or explore the User ID help topics.