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How can Matomo or Google Analytics help you track and analyze your performance?
How can Matomo or Google Analytics help you track and analyze your performance?

Explore the power of traceability and data analysis with Matomo or Google Analytics.

Dieliya DIOP avatar
Written by Dieliya DIOP
Updated over a week ago

Measure the performance of your signatures and/or campaigns with :


Matomo is an open-source web analytics platform designed to help you understand your users and optimise your marketing efforts.

The tool gives you total control over your data, and is RGPD compliant.

  • 1. How marketing tracking works on Matomo.

Marketing tracking with Matomo allows you to measure the effectiveness of your promotional efforts. You can track clicks, conversions and user interactions to understand what works best.

To track your campaigns, you can add special parameters to your URLs. Each parameter you enter allows you to identify an element: the source, the campaign, the content, etc.

For example, if you want to identify the Letsignit source of your campaigns in Matomo with a particular URL.

You can track all clicks on this URL by adding one or more of the above parameters :

Here's an article to help you understand the anatomy of a Matomo campaign tracking URL. Read

  • 2. Creating tracking links with the URL Builder tool.

Matomo offers a URL Builder tool that makes it easy to create tracking links for your campaigns.

You can specify key parameters such as source, campaign, content etc. to get detailed information on each click.

You can create your precise tracking links using the URL Builder tool.

Make sure you optimise your links by shortening them using tools such as Bitly ( Long, complicated URLs can discourage user clicks. By using Bitly, you can create shorter, more user-friendly links, while preserving special parameters and functionality. This will improve the appearance of your links and encourage users to explore them.

  • 3. Monitoring and analysing results in Matomo.

Once you've created your tracking links and integrated them into Letsignit, it's time to monitor the results in Matomo.

Log into your Matomo dashboard to access detailed reports on your campaigns. View data on clicks, conversions and other key metrics to assess the effectiveness of your marketing strategies.

In summary, performance tracking via Matomo on Letsignit gives you essential visibility into the effectiveness of your marketing campaigns while ensuring rigorous compliance with data protection regulations.


With Letsignit, it is possible to add links containing UTM tags to mark signatures or campaigns with Google Analytics, offering better traceability and data analysis.

  • 1. What is a UTM?

UTM tags are a technique for tracking the origin and identifying visitors to your various marketing operations. They are added to the end of URLs in the form of a code that Google Analytics can recognise and analyse.

  • 2. How to configure your URL?

To configure your URLs with UTM tags, there are five key parameters:

“utm_source”: For identifying a search engine, a newsletter or another source. It corresponds to the source of the traffic (for example Google/Facebook).

“utm_medium”: For identifying a medium such as email or the cost-per-click (CPC, CPA) …

“utm_campaign”: Used keyword analysis and to identify a specific product promotion or strategic campaign.

“utm_term”: Used for advertisers on the search in order to note the keywords of their advertisement.

“utm_content”: Used for the A/B testing and content-targeted advertisements to differentiate ads or links pointing to the same URL

A single URL can combine several codes. The links with the UTM are constructed with two components:

  • The type of settings, for example, utm_code

  • A value, for example: utm_source=event_MS_Ignite_The_Tour_London

  • 3. How to create your URLS?

You can now manually create or use the URL creation tool with UTM tags: URL Campaign Builder (

And don't forget to reduce the size of your URLs by using shortening tools such as Bitly Long, complex URLs are less attractive and can deter users from clicking on your links. With Bitly, you can create shorter, more user-friendly links while retaining the UTM tags and their functionality.

  • 4. Where can you track your results?

Once you have created your links with UTM tags and integrated them into your signatures or campaigns, you can consult your data in Google Analytics. To track these results, go to the "Acquisitions" section of Google Analytics, then select "All traffic", and finally "Source/Support/Other" > "Ad content and Source".

Now all that rests is to use your links in your signatures/campaigns and consult your data via Google Analytics.

* Finally, it is important to take into account the recommendations of the CNIL concerning the use of Google Analytics and compliance with the GDPR. Make sure you comply with your legal obligations. Read the article

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