Conversion tracking software
Prove which campaigns convert with data you control
Without reliable data, it’s hard to know which actions drive real results. Track goals, funnels, and conversions with full data ownership and no sampling.
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Trusted by 1 million organisations worldwide
Three ways to track conversions
Track important actions, connect conversions to revenue and see where visitors drop off.
Goals
Use Goals to define the actions that count as conversions and measure how often visitors complete them.Track sign-ups, downloads, registrations, and form submissions. Use Form Analytics when you need to understand what’s happening inside your forms and which actions deliver the outcomes you value most.
Ecommerce
Measure commercial outcomes and see how much revenue conversions generate with Ecommerce Tracking. Track orders, revenue, and abandoned carts to see what’s selling and where potential revenue is being lost before visitors complete checkout. Use these insights to focus on the areas with the greatest commercial impact.
Funnels
See where potential customers abandon their journeys with Conversion Funnels. Track visitor journeys and discover the stages that are holding back sign-ups, purchases, or other essential outcomes. Know where in your funnel you should focus your efforts without the guesswork.
How Matomo helps you track conversions
Define which outcomes matter, see where conversions come from, and analyse revenue and journeys.
- Define your goals: Use Goals to establish what counts as a successful conversion and connect website actions to your business objectives. Define goals by leads, registrations, downloads, sales, or form submissions. For forms, you can add Form Analytics to understand the behaviour behind those conversions in more detail, while keeping conversion reporting focused on the actions your organisation values most.
- Compare conversions by channel and audience: Understand what really produces conversions and where your strongest results are coming from. Track Acquisition and Marketing Channels to compare visitor referrals, the devices they used, and their engagement before they acted. Use that evidence to make better-informed decisions to focus and allocate budget to the best-performing audiences and channels.
- Track ecommerce conversions and revenue: For ecommerce teams, conversion tracking connects purchases and revenue back to the marketing activity and on-site behaviour that contributed to them.. Track orders, revenue, average order value, and abandoned carts. See what visitors buy, what purchases are worth, and where potential revenue is being lost. Use purchasing data to spot patterns and prioritise opportunities with the greatest impact.
- Analyse funnels and conversion evolution over time: Conversion Funnels show you how visitors progress towards your goals and exactly where they drop off. See whether your SEO, PPC, or newsletter campaigns are working by tracking performance over time. Use A/B Testing to measure which changes are actually improving results.
- Connect conversions to Visitor Profiles: Visitor Profiles let you view an individual visitor’s actions and journey. Review their visits, interactions, and completed Goals to understand what happened on the path to conversion. See how many visits it took to convert and spot recurring behavioural patterns you can use to optimise successful journeys.
See what drives conversions with data you control
Conversion tracking gives marketing, product, data and privacy teams a shared evidence base for better decisions, while keeping control of the underlying data.
- Marketing leaders: Reliable conversion data
With a tracked dataset and no data sampling, you can make budget decisions without relying on estimates. Compare campaign and conversion performance using your complete data. See what your visitors do before choosing where to increase spend, make cuts, or change direction. - Data, legal, and IT teams: Full data control
With 100% data ownership, data, legal, and IT teams can access and export analytics. Maintain greater control over where it’s stored and how it’s managed. Get the oversight you need, safe in the knowledge that your data won’t be going to advertising platforms. - Digital marketing teams: Prove what drives conversions
Go beyond traffic volume to understand which channels and campaigns contribute to conversions, revenue and other business outcomes. Compare conversions, conversion rates, and revenue by campaign to see which marketing activity delivers results. When several touchpoints contribute before conversion, use Multi-Channel Conversion Attribution to understand the role each channel plays along the journey. Use that evidence to justify spend and focus investment on the marketing activity that drives results. - Product teams: Identify conversion friction
Conversion Funnels help product teams identify where visitors drop off. Prioritise the parts of the experience that need the most attention, thenmeasure performance after making changes and see whether your conversion rates improve. - Privacy teams: More control over compliance
With more control over how analytics data is collected, processed, and maintained, Matomo’s privacy controls and guidance can help support GDPR requirements. They can be configured for CNIL consent exemption, providing the relevant conditions are met.
Own your conversion data
Track conversions using first-party unsampled data that you control. Matomo supports cookieless tracking, though disabling cookies does affect returning-visitor accuracy. Configure Matomo to match your privacy requirements. In some jurisdictions, audience measurement can qualify for consent exemption when the necessary legal and technical conditions are met.
100% data ownership
GDPR · CCPA · HIPAA
Self-hosted or EU cloud
Three onboarding steps
Choose Matomo Cloud or On-Premise
You can either choose Matomo Cloud for a hosted option or install the free self-hosted On-Premise version on your own infrastructure. Self-hosting is a strong fit for organisations in regulated sectors or with specific infrastructure requirements that need direct control over where Matomo runs, where data is stored and how the environment is managed.
Install Matomo
You can add Matomo with a single line of JavaScript or use a CMS integration such as WordPress. Once connected, Matomo can start collecting the visitor data you need to track conversions.
Set your conversion goals
Define your initial goals, such as sign-up, download, registration, or checkout. Verify conversions as they happen, then add more goals that matter to your business.
Choose Matomo Cloud or On-Premise
Matomo Cloud
- Hosted for you Matomo manages your hosting and infrastructure while ensuring your data remains yours.
- EU data hostingYour analytics data is hosted in Europe on servers in Frankfurt, Germany, with backups in Dublin, Ireland.
- Automatic updates Matomo automatically stays updated to the latest version.
- Fastest to start Quickly launch without needing your own servers.
Matomo On-Premise
- Free to downloadMatomo On-Premise is the free self-hosted version of Matomo.
- Full data control on your serversHost Matomo on your own servers, controlling where your analytics data is stored and processed.
- Built with regulated industries in mindWell suited to finance, healthcare and government organisations with stricter hosting and data-governance requirements.
- Core analytics, tailored to your setupRun Matomo’s core analytics on your own infrastructure and extend it with add-ons to match your needs.
Explore more Matomo features
Extend your conversion tracking with complementary Matomo features.
Heatmaps and Session Recordings
Explore how visitors click, scroll, and interact before they convert or leave, either as aggregated Heatmaps or individual Session Recordings.
A/B Testing
Compare different versions of your site to see which changes improve conversion.
Matomo Tag Manager
Manage tracking and marketing tags without repeatedly editing your website’s code.
What teams see with Matomo's conversion tracking
Real wins from teams using analytics that respect privacy.
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“We made specific adjustments based on Form Analytics, resulting in 3 times the leads in just a couple of days.”
Marketing Lead, Concrete CMS
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“Matomo has helped us to understand which channels are providing the best performance so that we can continue to optimise our marketing towards those channels.”
Head of Marketing and Co-founder at Alloy
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“Now we feel we have data that we’re confident in to evaluate and update our strategy.”
Marketing Manager at Barn2 Plugins
Learn more
Go deeper on the topic with our guides and resources.
Is your analytics data decision-ready?
Google Analytics limitations: What GA4 can’t do
Matomo launches Reseller Partner Programme to bring local support closer to customers
Frequently Asked Questions
How do I set up conversion tracking in Matomo?
Connect your website to Matomo using the JavaScript tracking code, Matomo Tag Manager, or a supported CMS integration. Matomo tracks conversions automatically from configured actions. Once tracking is installed, create a Goal under Goals > Manage Goals and define its trigger. You can also manually trigger Goals for actions that require custom tracking. Use the Visits Logs to check Goals in real time to confirm your setup is working as expected.
What conversion goals should I track?
You don’t need to track every interaction as a conversion. Choose Goals that represent meaningful business outcomes like form submissions, newsletter sign-ups, account registrations, downloads, or subscription upgrades. You can trigger Matomo Goals with page views, downloads, outlinks, and tracked events. Use Ecommerce for dedicated reporting for purchases, orders, and revenue. Goals should mirror the outcomes you use to measure success.
Can I track conversions without cookies or consent banners?
You can configure Matomo to track without cookies, but that doesn’t automatically remove the need for consent. Some jurisdictions permit limited audience measurement without consent when strict conditions are met. In France, for example, you can configure Matomo to meet the CNIL audience-measurement consent-exemption conditions. Always check the requirements that apply to your organisation before you remove any consent mechanisms. Disabling cookies is a measurement trade-off involving the accuracy of returning-visitor reporting.
Is Matomo a good GA4 alternative for conversion tracking?
Matomo can replace GA4 when you need Goals, campaigns, and conversion reporting, and when unsampled analytics and data ownership are non-negotiable. While it includes familiar reporting areas such as Visitors, Behaviour, and Acquisition, Matomo also differs in structure and terminology from GA4. Matomo’s dedicated migration guide and Google Analytics Importer can help you with bringing historical reports into Matomo. Note: Imported Google Analytics data has limitations, as the importer transfers aggregated report data rather than raw visit and action data, and some report types are not imported. New data collected by Matomo is reported without sampling and is under your control.
Does Matomo work for ecommerce and app conversions?
Yes. Matomo supports dedicated ecommerce tracking for purchases, orders, revenue, products, and abandoned-cart activity. Matomo also measures mobile applications with Android and iOS SDKs. Mobile SDKs support Goals and Ecommerce interactions with screenviews, Events, searches, Customer Dimensions and User ID tracking. You can measure actions such as registrations, upgrades, and in-app purchases. App implementation is different from website tracking. Apps usually send data via an SDK or tracking method, sometimes with limitations or requiring custom integration for full reporting functionality. Websites commonly use browser JavaScript. Matomo gives you server-side application and ecommerce backend tracking options for when conversions take place outside of conventional websites.
Take control of your conversion data
From the first interaction to the final outcome, make your conversion decisions based on your own unsampled data.