analytics-dictionary / tool overview / tracking & measurement

Matomo

Matomo is an open-source web analytics platform, available self-hosted or as a cloud service, with a strong focus on data ownership and privacy.

Written by Reflective Data experts · updated Oct 5, 2026

It offers standard web analytics reports, tag management and options to run without cookies. Self-hosting keeps data on your own servers.

Teams with strict privacy or data residency requirements often choose it as an alternative or complement to Google Analytics.

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A tracking pixel is a tiny, usually invisible image or script that records an interaction, such…

Scroll depth measures how far down a page visitors scroll, often reported in percentages.

Site search tracking records what visitors type into your internal search, revealing what they cannot find.

Segment is a customer data platform that collects events once and sends them to many tools.

Enhanced conversions send hashed first-party data, like an email address, with a conversion so Google can…

A landing page is the first page a visitor sees in a session.