The data visualization possibilities in Matomo are limited. We are therefore looking at external data visualization solutions and whether and how they can be integrated with Matomo. Specifically for Google Data Studio, we look at the process and the possibilities in detail.

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External Dashboards &
Data Visualization
viu.one MatomoCamp 2022

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ABOUT ME /
● Online Marketing & Web Analytics
since 2001
● Founder of searchVIU // SEO Data
Warehouse & monitoring solution
● Developer of a Matomo Google Data
Looker Studio connector
michael@searchviu.com
https://www.linkedin.com/in/weber-michael/

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02
01
TABLE OF CONTENTS /
Why external data visualization?
Data visualisation solutions overview
03 Data transfer options
04 Working with data
05 Questions

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INDIVIDUAL
Matomo has powerful dashboards and
widgets - but is limited in visualisation of the
data
Building Predefined/Filtered Dashboards for
each target audience (Management,
Departments)
Adding data from other sources,
combine data sources
WHY EXTERNAL DATA VISUALISATION? /
TARGET AUDIENCE
DATA EXTENSION

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Are you using a external visualisation
solution for Matomo data already?

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DATA VISUALISATION SOLUTIONS /
Just some of a wide range of solutions

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API
Direct access to Matomo
API
Access to Matomo SQL
database
Export Matomo data to an
external analytic database
DATA TRANSFER OPTIONS /
SQL DATABASE ACCESS
DATA TRANSFER

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Direct access to matomo API
DATA TRANSFER OPTIONS / API
PROS /
● Direct access to up to date data
● Easiest access to matomo data
● No extra cost/maintenance of a
additional database
CONS /
● Connector or an alternative must be
available or it needs to be developed
● Could be slow
● API is not as flexible like Google
Analytics api (Only limited possibilities
to combine Metrics & Dimensions
without custom reports plugin)

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Direct access to Matomo / transfer to a SQL Database
DATA TRANSFER OPTIONS / SQL DATABASE ACCESS
PROS /
● MySQL Connector is available in most
visualisation solutions
● Access to RAW data is possible
CONS /
● Setting up a secure connection to the
database could be difficult
● If using aggregated analytics data it is also
not as flexible like Google Analytics api
(Only limited possibilities to combine
Metrics & Dimensions without custom
reports plugin)
● It can harm the Database performance if
log data is used to build reports
● Not available in the matomo cloud

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Export / Sync Matomo data to an external analytic database (e.g. from Matomo to Google BigQuery
with Airbyte)
DATA TRANSFER OPTIONS / DATA TRANSFER
PROS /
● Analytical database connectors are
available in most visualisation
solutions
● You can work directly with the log data
● This makes it possible to combine
different metrics and dimensions like
you need
● Faster on large data set
CONS /
● Setting up a data transfer could be
difficult
● You need to write complex SQL
queries
● Additional cost for data transfer &
analytical database
Exporting all Data:
https://matomo.org/faq/how-to/faq_24536/

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API
DATA TRANSFER OPTIONS /
SQL DATABASE ACCESS
DATA TRANSFER
Complexity: easy
Cost: small/none
Flexibility: small/medium
Complexity: medium
Cost: medium
Flexibility: medium
Complexity: high
Cost: medium/high
Flexibility: high
In the next slides we will concentrate on the API / “SQL
aggregated analytics data” solution

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Which data Transfer Option are you using?

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Native connector
GETTING DATA INTO A VISUALIZATION SOLUTION /
A connector developed for the
Matomo integration in the data
visualization solution
Loading data from the API into a
other source for which a
connector exists (e.g. Google
Sheets)
Workaround
Accessing Report Tables via
MySQL connector
SQL Connector

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● Get Export URL of data in Matomo -> Export
data into Google Sheets -> Configure Google
Sheets as Data Source
● It’s a free solution for getting matomo data into
a data visualization solution
● You need time for setting this up for different
charts / sources
● The base date-range, filters and segments must
be pre-defined
GOOGLE SHEETS SOLUTION /
https://matomo.org/faq/new-to-piwik/how-to-import-matomo-data-in-to-google-data-studio/
https://schuemann.it/de/2021/12/07/display-matomo-data-in-google-data-studio/

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DATA VISUALISATION SOLUTIONS / CONNECTOR
* This connector is developed by us
No matomo connector available Matomo connector available (paid) *
No matomo connector available **
No matomo connector available No matomo connector available
No matomo connector available
** Session about “Open source dashboards ontop of Matomo with Apache Superset” from
Tomas Persson at 16:00
https://schedule.matomocamp.org/matomocamp-2022/talk/ADJLAW/

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WORKING WITH DATA / STRUCTURE OF MATOMO DATA
● Each of the reports in Matomo results in one table of
preprocessed data
● Each report has its own API request
● Each report has its dimensions & metrics combinations
For each of this reports there must be a
own data source (for Mysql, Looker Studio
Connector, Spreadsheet etc.)

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WORKING WITH DATA / CREATING CHARTS
Choose
- site
- report (e.g.
Channel types)
- Segment, filter etc.
Get API URL, import in
spreadsheet, set up schedule
Step1: Configuration Step2: Connect Data / Schema Step3: Visualize data
Connect MySQL / Choose
table
Use connector
Select dimensions / metrics,
create time series/bar/maps
charts, tables, scorecards,
calculated fields etc.

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If you want to combine dimensions or metrics which are not available in one of the matomo
default reports you can create a custom report and use it the same way like the predefined
reports.
Working with Data / Individual Dimensions & Metrics

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WORKING WITH DATA / PERFORMANCE CONSIDERATIONS
● Loading Data from matomo can be slow
● E.g. requesting visits over time over the
last 12 month compared to previous
period with a selected segment can take
over 30 seconds in matomo cloud (demo
site)
● With more data and requesting other time
frames / filters / segments etc. it can take
longer

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Working with data: Performance tipps
- Use smaller date ranges in default view
let the user change the date range if needed by adding a date range control
- Avoid Main Metric reports
There are many metrics in there but the most are available in sub reports also. Querying them in sub
reports is in most cases more performant.
- Avoid Transferring a big amount of result rows if not needed
e.g. Top Landing Pages - limit in matomo query not in data studio
- Use Custom Reports to create pre filtered data
e.g. for a segment or filtered results like "landing page contains url"
- Reduce the number of elements per Looker Studio page
- Speed up reports with extract data function from Looker Studio
https://support.google.com/looker-studio/answer/9019969?hl=en
It extracts data regularly from a data source and stores it for faster access
Especially using Data Connector / MySQL Access

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Questions?

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Thank you!
Slides? Just get in contact:
michael@searchviu.com
https://www.linkedin.com/in/weber-michael/