A Comparison of Analytics and Tag Management Suites by Piwik PRO and Google

Digital Marketing David and Goliath:A comparison of analytics and tag management suites by Piwik PRO and Google

Digital Marketing David and Goliath

Marek Juszczynski• Head of marketing at Piwik PRO • Areas of expertise: conversion

optimization in e-commerce and B2B, startup marketing

A few words about me

https://www.linkedin.com/company/piwik-pro

https://twitter.com/PiwikPro

What we’re going to cover:

• Introducing Piwik PRO Tag Manager • Why other tools may be better for certain tasks than

Google Analytics - global bank case study • Data accuracy in the age of adblocks • Segmentation for conversion paths • Comparison of tag management systems: Piwik PRO

vs. Google • Support of tags: tools for A/B tests • Content personalization using Piwik PRO Tag

Manager


Briefly about Piwik PRO Tag Manager

Piwik PRO expanded its analytics suite with Tag Manager in summer 2016

One of the few Tag Managers in the world with self-hosting capabilityProject support plus expanding the capabilities of Piwik PRO On-

Premises & Piwik PRO Cloud product offerings


Piwik PRO Tag Manager: Templates and support for tags


Tracking codes Advertising pixels UX and CRO tools

*Piwik PRO Tag Manager also lends itself to more advanced groups of reports, such as event and content tracking, custom dimensions and variables, as well as virtual page views and cross-domain tracking.

https://piwik.pro/2016/07/piwik-pro-privacy-friendly-tag-manager/?pk_campaign=pptm_vs_gatm&pk_medium=slides&pk_source=slideshare


Piwik PRO vs

Google AnalyticsCase Study

Take Piwik PRO Analytics for a test drive


https://demo.piwik.pro


Why is Rand Fishkin right?

Based on real success stories of Piwik PRO clients

Case Study: Global Bank

Client requirements


At the level of collecting and storing data

100% ownership of data stored on own

infrastructure

Secure data transmission and

storage

Compliance with strict data privacy and

storage laws

At the business level

No limits on collection and storage of data and

sampling

Collecting and reporting user-level

data

Reporting data on employee activity on the company intranet

Optional client-side requirements


Optional, yet frequent requirements for web analytics

Whitelabel - capacity to brand tool and reports with own

logo and color scheme

User-level data integration with company CRM

Possibility to expand tool with in-house functionalities and

reports


When isn’t Google Analyticsan option?

Why do banks and government agencies choosePiwik PRO instead?

Data ownership and storage


Data ownership and storage


• Data can be stored in the cloud, by a hosting company, or on a physical server on the company’s premises.

• Regardless of the form of data storage users retain 100% data ownership.

• Terms of use allow Google to make GA data available to advertisers in Google AdWords and Double Click.

• Data is sent to Google servers, and users lose control over their data. Full data ownership only with premium plans.

“Google and its subsidies, in which it has a 100% stake may, pursuant to the terms of the Privacy Policy (located at: http://www.google.com/intl/en/

policies/privacy/) keep and use collected information concerning the use of the Service by the User.”

Data collection and storage



Data collection and storage

• Data can be collected using both JavaScript and server logs

• Data collection using server logs does not require changes in the webpage source code

• Data can only be collected using JavaScript code

• Adding tracking or changes in tracking code requires changes in the webpage source code

Compliance with data privacy regulations



Compliance with data privacy regulations

• Possesses built-in functionality supporting Opt-out, IP masking and cookie duration settings

• Requires a level of customization concerning cookie storage length, Opt-out and IP masking

+ + +

Why is Piwik PRO an option but Google Analytics is not?


• Piwik and data are hosted on the bank’s servers

• The bank has 100% ownership of collected data

• This allows for collecting data on protected pages where GA can’t be implemented

• This allows for collecting data on company intranet pages where GA can’t be implemented

• Limits on collected data are only imposed by the bank’s own infrastructure

• No institution or government office can accuse the bank of mishandling data or compliance issues

• The bank can optimize pages which were previously blacked out in reports

Effects of Piwik PRO implementation


• The bank’s marketing department continues to use GA for tracking marketing campaigns

• Piwik tracks and reports data where GA can’t be used

• It’s now possible to track client activity on internal bank web pages and optimize them

• It’s now possible to track employee activity on bank intranet pages

• The bank uses Piwik for optimizing navigation and conversion paths on internal bank pages

• The bank uses Piwik for optimizing registration forms and product application forms

• The bank maps data from Piwik to the company CRM

Mapping user profiles from Piwik PROto the bank’s CRM


Institutions and governments implementing Piwik


Read more…


Whitepaper “Web Analytics w for Data-Sensitive Industries”

50-page whitepaper “Piwik vs Google Analytics”

https://piwik.pro/c/web-analytics-in-data-sensitive-industries/?pk_campaign=slideshare_pptm_vs_gatm&pk_medium=slides&pk_source=slideshare

https://piwik.pro/c/piwik-vs-google-analytics-whitepaper/?pk_campaign=slideshare_pptm_vs_gatm&pk_medium=slides&pk_source=slideshare


Differences and accuracy in data collection in the age of

AdBlockersWhat does the growing popularity of AdBlockers

mean for Piwik and GA?

Piwik and GA vs in-browser blockers


A list of extensions and browser blockers preventing user data collection based on Filippo Valsorda’s tests.

Ghostery Yes No

Adblock Plus No No

uBlock Origin Yes No

Disconnect Yes No

Privacy Badger No No

https://blog.filippo.io/self-host-analytics/

What are the consequences of adblocks?


Unsurprisingly, ad blockers are even more widespread amongst HN readers. Over two days, GA logged 10.403 pageviews, PIWIK

16.110 - 55% more.

Source: https://blog.filippo.io/self-host-analytics/

https://blog.filippo.io/self-host-analytics/


Segmentation for conversion paths in Piwik PRO

Case Study: Online shop with a large number of abandoned carts

Implementation of Piwik PRO in a home and garden

shop with 62% cart abandonment rate.


Step 1: Segmentation of the conversion path - finding deviations from the average

In the analyzed store, we observed significant deviations from the average number of abandonments

across provinces of Poland


Step 2: Comparing conversion paths between similar segments

*Useful feature: Piwik PRO Comparison dashboards


https://piwik.pro/premium/comparison-dashboard/?pk_campaign=pptm_vs_gatm&pk_medium=slides&pk_source=slideshare

Data-driven changes and decisions

• Offering discounts and free shipping to problematic customer segments abandoning carts

• Reducing rates in campaigns targeting problematic segments or eliminating them completely - increasing rates of prospering segments


Results of optimization


Conversion path and shopping cart effectiveness

before optimization

+11%

Path effectiveness

+9%

Cart effectiveness

Conversion path and shopping cart effectiveness

following optimization

Another example of comparative analysis of segments for a conversion path

*Mobile and desktop users in the conversion path


Another example of comparative analysis of segments for a conversion path



Piwik PRO Tag Manager vs.

Google Tag ManagerComparison of tag management systems


• Data security and ownership

• Independent hosting vs cloud

• Supporting data privacy

• Support for synchronized tags

Data security and ownership


• 100% data ownership.

• Piwik PRO Tag Manager is hosted on-premises

• All collected data belongs to the user

• Google does not share your data with advertisers

• But it will be able to look into your data and use it

“We may collect information such as how the Service is used, and how and what tags are deployed. We may use this data to improve, maintain, protect and develop the Service as described in our privacy policy, but we will not

share this data with any other Google product without Your consent.” GTM user policy

Independent Hosting vs Cloud


• Hosting: shared, VPS, dedicated, in the cloud or on a physical server

• Additional access limitations and security features can be added to PP Tag Manager

• Hosted on cloud / Google’s servers

• Users have no impact on their data security

• Users have no control over where their data is stored, nor what is really happening to it

Supporting data privacy


• Every tag and tool can be made privacy-friendly

• Can force respecting Do Not Track in tags

• Offers an Opt-Out option to stop tracking on a page

• No functionalities supporting privacy

Support for synchronized tags


• Supports both asynchronous and synchronous HTML tags implemented in the <head> and <body> segment

• Possesses built-in template for popular tools in A/B tests - Optimizely and VWO

• Supports only custom asynchronous HTML tags loaded from <body>

• Without templates for popular A/B testing tools such as Optimizely and VWO


Support of tags, tools for A/B tests

How to manage tags in Optimizely and VWO using Piwik PRO Tag Manager

Case Study - Simple A/B test with CTAchange on main page


Version A of CTA encouraging visitors to watch a promotional

video

Hypothesis: We can increase leads by placing a CTA to a contact form on the main page of Piwik.pro

Version B of CTA directing users to a contact form

Step 1 - Implementation of a container for servicing synchronous tags


• We implemented a container just before closing of the </head> section

• For pages based on Wordpress there is a free plugin that will do this for us

Step 2 - Implementation of an Optimizely or VWO tag using a Piwik PRO Tag Manager

template


• It’s enough to have an Optimizely or VWO Account IT

• All you need is a simple trigger setting the tag off on each sub-page of the website

Step 3 - Debugging and checking implementation


*Debugging options are not only more robust than in GTM, but also available in the mobile version.

Step 4 - Activating the test and waiting for results


*For the next 17 days the test runs, the Optimizely tag is executed without problem, and data is gathered without interruption


Content personalization using Piwik PRO Tag Manager

Personalisation of content on a webpage using campaign parameters in a URL

Case study - Personalization of a pop-up based on campaign URL parameters


Version A: Pop-up encouraging user to download a whitepaper on RTB

and Programmatic Advertising

Purpose: Show different pop-ups depending on the campaign tags (UTM or PK) that appear in the URL clicked by the user

Version B: Pop-up encouraging user to download a whitepaper on building and expanding a SaaS

platform

Step 1 - Implementation of tags responsible for displaying Pop-ups


*Adding custom HTML tag in Piwik PRO Tag Manager

Step 2 - Implementation of tag reading the parameters of the campaign URL


*Script reading PK and Gclid parameters

Step 3 - Setting the variable collecting data from cookies on campaign parameters


Step 4 - Creating a trigger based on the variable collecting data about campaign

parameters from cookies


Step 5 - Setting campaign parametersin utm tags


• Parameters in URL triggering Pop-up A:(utm_campaign=Programmatic_Whitepaper)http://clearcode.cc/2016/04/difference-between-rtb-programmatic/?utm_campaign=Programmatic_Whitepaper

• Parameters in URL triggering Pop-up B:(utm_campaign=SaaS_Whitepaper)http://clearcode.cc/2016/04/difference-between-rtb-programmatic/?utm_campaign=SaaS_Whitepaper

http://clearcode.cc/2016/04/difference-between-rtb-programmatic/?utm_campaign=Programmatic_Whitepaper

http://clearcode.cc/2016/04/difference-between-rtb-programmatic/?utm_campaign=Programmatic_Whitepaper

Step 6 - Debugging and verification of implementation


Step 7 - Implementation test on a living organism


http://goo.gl/4Gomu6

Version A: Pop-up encouraging user to download a whitepaper about

RTB and Programmatic

http://goo.gl/mLGKvS

Version B: Pop-up encouraging user to download a whitepaper about building and expanding an SaaS

platform

http://goo.gl/4Gomu6

http://goo.gl/mLGKvS


Thank You

@piwikPRO

If you want to learn more or see Piwik PRO Analytics & Tag Manager Suite in action,

our team is here to help:

/PiwikPro /piwik-pro /piwik-pro

https://www.youtube.com/c/piwikpro

https://twitter.com/PiwikPro

https://www.facebook.com/piwikpro

https://www.linkedin.com/company/piwik-pro

https://piwik.pro/contact/#contact-form/?pk_campaign=pptm_vs_gatm&pk_medium=slides&pk_source=slideshare

A Comparison of Analytics and Tag Management Suites by Piwik PRO and Google

Technology

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