CTS-REISEN // Event tracking
Cookieless tracking with Matomo
Introduction of new event tracking with the Matomo Tag Manager
Tracking requirements
CTS is one of Germany's leading specialist tour operators for school trips and group tours for groups of 10 people or more, with which more than 5,700 groups and around 185,000 participants travel every year.
In today's digital world, it is essential for website operators to continuously analyze and optimize the use of their sites. To achieve this, they need comprehensive data that also complies with strict data protection regulations. At CTS, we have chosen Matomo and the Matomo Tag Manager to meet these requirements.
Challenges
The number of users who reject cookies in the cookie banner depends heavily on the respective industry. The proportion of users who select consent to all cookies often fluctuates between 40% and 60%. If all cookies are rejected, these visits are not included in the analysis tools.
A major advantage of cookieless tracking with Matomo is that the amount of user data collected does not depend on consent to cookies. However, this should be agreed with the respective data protection officer.
Advantages:
- Data protection-compliant tracking: all data protection requirements can be implemented in Matomo
- more data: more data is available thanks to the cookieless version
- Flexibility and data protection when hosting: Matomo offers the flexibility of either hosting the tool yourself or using the Matomo cloud. The data in the Matomo cloud is hosted in the EU, which offers additional advantages in terms of data protection
- Event tracking: even with cookieless tracking, the Matomo Tag Manager offers the option of creating individual events, e.g. the submission of a form or a download
- Evaluations in Matomo: all data flows into Matomo and can be individually evaluated there in various reports
Results:
By using Matomo and the Matomo Tag Manager, we at CTS can ensure that we work in compliance with data protection regulations and at the same time obtain valuable data for optimizing the website. This combination enables us to continuously improve the user experience and achieve our goals efficiently.
