The Future of Web Analytics

 
 

What 300 experts say about trust, privacy and AI

Web analytics teams have more data, more tools and more automation than ever. But more data doesn’t automatically create more trust.

In Matomo’s new report, 84% of respondents say they’ve made business decisions based on analytics data they later questioned or found incomplete. That tension sits at the centre of the future of web analytics: teams rely on analytics every day, but they also need to understand when data is reliable enough to support a decision.

Based on a survey of 300 web analytics experts across the US, Germany and France, this report explores the shifts shaping trusted analytics in an AI-driven, privacy-first and increasingly connected digital environment.

What’s inside

The report covers five themes shaping the future of web analytics:

  • Trust in analytics-led decisions
  • Accuracy as the foundation of analytics value
  • Privacy-first and sovereign data practices
  • AI measurement that’s visible, accountable and grounded in trusted data
  • Connected analytics ecosystems built on first-party data foundations