Matomo

ABlyft has a built-in Matomo integration. Once it is active, ABlyft adds an event with the experiment and variation to the Matomo Tag Manager data layer. A tag in your Matomo Tag Manager container turns it into a Matomo event, so you can compare the variations next to your other reports.

What you needCopy Anchor Link

• The Matomo Tag Manager container is installed on the pages where your experiments run.
• A trigger and a tag in the container that react to the ABlyft event (see Where you see the data in Matomo).

Activate the integrationCopy Anchor Link

1. Open Project → Integrations.
2. Find the Matomo card and switch the toggle from Not active to Activated.
3. Confirm. ABlyft republishes the project.

There are no settings for this integration.

What you getCopy Anchor Link

ABlyft adds an event to the Matomo Tag Manager data layer with these fields:

Names only, no IDs. The event is added on User bucketed: once, when the visitor is assigned to a variation for the first time in this browser. It is not repeated on later page views. The event does not send anything to Matomo on its own. A tag in your container has to react to it.

If the tool loads slightly later, ABlyft tries again for a short time.

Need a different format? Build a custom integration.

Where you see the data in MatomoCopy Anchor Link

The event only reaches your reports if the container reacts to it. In Matomo Tag Manager:

1. Create a trigger of type Custom Event with the event name custom_event.
2. Create three variables of type Data Layer with the names eventCategory, eventAction and eventName.
3. Create a Matomo Analytics tag that tracks an Event and use the three variables for category, action and name. Use the trigger from step 1.
4. Publish the container.

Afterwards the events appear in the Matomo reports with the category ab_test, the experiment name as action and the variation name as name. To compare variations, use these values in Matomo segments, for example one segment per variation, and apply the segments side by side. Matomo does not calculate statistical significance. Use ABlyft Results for that.

Check the setupCopy Anchor Link

1. Open your site with an experiment you are bucketed into. Use a new private window, because the event is added only for a first assignment in a browser.
2. Use the Matomo Tag Manager preview mode to check that your trigger fires, and then check the event in Matomo.

Matomo documentation