The Future of Web Analytics
84% of analytics experts have made decisions using analytics data they later questioned
What does trustworthy analytics look like in an era of AI, privacy regulation and fragmented data? Discover what 300 analytics experts across the US, Germany and France told us.
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