Wellington, 18 March 2026 – Matomo, the world’s leading privacy-first and ethical open-source analytics platform, announced the release of Matomo 5.8.0, the latest version of its web-analytics platform bringing new capabilities to enhance analytics insights in the age of AI. With this release, Matomo introduces AI chatbot tracking, a new report within its AI Assistant tracking capabilities. This report helps organisations understand how AI chatbots interact with their websites. Combined with the existing AI Agents report, it provides a clearer view on how AI tools access and analyse website content.

AI chatbots are redefining web analytics

Nowadays, companies face a new challenge: distinguishing between human visitors and interactions generated by AI chatbots. Without this differentiation, web analytics data becomes increasingly unreliable, affecting executive decision-making.

AI web traffic is not limited to a single type of interaction. It includes AI agents, which can autonomously browse or perform actions on websites, AI chatbots, which access and analyse website content to generate responses within their interfaces; and AI referrals, where users visit a website after clicking on links suggested by AI tools.

Matomo users can identify AI referrals directly in their acquisition reports, helping them understand how AI platforms influence website traffic and search visibility.

With its AI Assistants solution, Matomo offers dedicated tracking for AI chatbots and AI agents, providing businesses with a clearer picture of how AI interactions impact website traffic. This prevents AI interactions from distorting marketing attribution, traffic metrics, and conversion reporting.

“Without visibility into AI-driven traffic, analytics data becomes less reliable and less actionable. This challenge affects every team that relies on website data, from marketing to leadership. It’s crucial to be able to distinguish between human visitors and AI assistants in order to make informed business decisions,” said Matthieu Aubry, CPO and Co-founder of Matomo.

This release is part of Matomo’s broader strategy to position itself as a leader in AI-driven web analytics. Build on privacy-first foundation, Matomo enables organisations to understand both AI and human engagement on their websites while remaining fully compliant with data protection regulations. This privacy-led-by-design approach ensures that analytics insights remain accurate, trustworthy, and align with modern data expectations.

Privacy-first analytics built for the age of AI

As AI chatbots and automated agents increasingly interact with websites, many analytics tools struggle to interpret this traffic because they rely heavily on cookies and user identifiers, mechanisms that AI systems often reject or bypass. Built on first-party data and transparent measurement, Matomo’s privacy-first architecture allows organisations to detect and analyse these interactions more reliably. This provides clearer visibility into how AI systems access, read, and engage with website content

“As a privacy-first analytics platform, Matomo is independent from third-party cookies and invasive tracking, which is totally adapted to the requirements of the AI era. This release reinforces our human-first analytics approach, enabling our clients to accurately detect AI traffic while maintaining trustworthy web analytics results,” said Adam Taylor, CEO of Matomo.

About Matomo:

Matomo is a leading web analytics platform that helps organisations understand their audience and gives them full control over their data. More than 1.4 million websites in over 190 countries use Matomo to improve digital experiences and make confident decisions. 

Available on-premise or in the cloud, Matomo combines powerful analytics with data ownership, flexibility, and privacy through its open-source foundation. 

More information: Matomo.org

Media contact

Elise Duchateau
Head of Marketing and Communications
Matomo (InnoCraft Ltd.)
marketing@matomo.org

Wellington, New Zealand — 18 February 2026 — Matomo, the world’s leading privacy-first and ethical open-source analytics platform, today announced the appointment of Adam Taylor as Chief Executive Officer (CEO), effective Monday 2 February 2026.

Building on years of sustained growth, Matomo is accelerating the value it delivers to customers worldwide by strengthening its product leadership and deepening its proximity to key markets. To lead this next phase of international development, Adam Taylor, formerly Chief Operating Officer (COO), has been appointed CEO as part of an evolution of the company’s global governance.

Taylor transitions from his role as Chief Operating Officer (COO), where he helped lead Matomo through a major phase of operational change and global scaling. He brings significant experience in leading global technology and digital transformation organisations — most recently leading GHD’s Digital Transformation business across the APAC region, alongside supporting its GovTech business.

Taylor succeeds Matomo co-founder and long-standing CEO Matthieu Aubry, who will transition into the role of Chief Product Officer (CPO) after more than 10 years leading Matomo’s global growth.

In this capacity, Aubry will focus on reinforcing Matomo’s product vision, innovation roadmap, and alignment with customer needs.

As part of this evolution, Matomo is also expanding its presence across Europe with the appointment of two Country Sales Leads in Germany and France, reflecting growing demand across EMEA for privacy-first analytics, digital sovereignty, and GDPR-aligned measurement.

A deliberate leadership transition for Matomo’s next stage of growth

The CEO transition follows a deliberate succession process as Matomo continues to scale globally across enterprise, public sector, and regulated industries.

“After more than 10 years as CEO of Matomo, I’m stepping into a new chapter,” said Matthieu Aubry, Co-founder of Matomo. “As of Monday 2 February, Adam Taylor officially becomes CEO of Matomo, and I move into the role of Chief Product Officer.”

“Over the past year, Adam has already been operating as a de facto CEO, leading a major phase of change as we prepared Matomo for its next stage of growth,” Aubry added. “He brings calm judgement, strong execution, and deep experience leading large global teams — with a genuine commitment to supporting customers and partners worldwide.”

Aubry emphasised the importance of the transition for Matomo’s global community and commercial momentum. “Matomo has always been built with and for its community — and we’re seeing that trust translate into growing adoption among organisations that want clarity, compliance, and control. This step helps us scale responsibly, stay close to customers, and keep delivering a platform people can rely on for the long term.”

Matthieu Aubry to focus on product strategy, innovation, and long-term direction

In his new role as CPO, Aubry will focus on product strategy, innovation, and long-term direction — ensuring Matomo continues to serve both its global community and commercial customers with a platform that remains transparent, trustworthy, and fully under customer control.

“As Matomo grows, we want to move faster on what matters most to the people who rely on us — clearer insights, better usability, stronger enterprise capabilities, and technology that remains transparent and fully auditable,” said Aubry. “My focus as CPO is to keep raising the bar on product excellence and ensure our roadmap continues to reflect real customer needs.”

Expanding Matomo’s presence across Europe

More fundamentally, these changes are driven by Matomo’s commitment to being closer to its local customers and partners and developing a deeper understanding of their needs. By strengthening its on-the-ground presence and elevating product leadership through the creation of the CPO role, Matomo is embedding a customer-first approach at the core of both its strategy and product development.

To support this ambition, Matomo has appointed Sarp Özuğurlu as Country Sales Lead for Germany and Damien Robillard as Country Sales Lead for France. Reporting to CEO Adam Taylor, both leaders will work closely with customers to grow Matomo in these key regions — bringing deep market insight and local understanding to strengthen partnerships, improve customer outcomes, and ensure Matomo remains closely aligned to regional needs.

Özuğurlu brings more than a decade of experience across AdTech and SaaS leadership roles, including RTB House, Storyly, and Quantcast, with a track record of building market presence, scaling teams, and delivering large customer outcomes.

“Germany is one of the most demanding analytics markets in Europe — with particularly high standards for privacy, transparency, and reliability,” said Sarp Özuğurlu. “What convinced me about Matomo is that privacy is not just a marketing promise, but the foundation of the product. My focus is to strengthen the local presence in Germany, work closely with customers and partners, and help organizations adopt analytics they can fully trust.”

Robillard brings deep experience building and deploying B2B sales strategies in complex and regulated technology environments. With nearly 10 years of experience in key roles at DigiTruck, Dokey, and Prelude, he has helped transform early-stage sales organisations into high-performing growth engines. His understanding of privacy, data governance, and enterprise purchasing dynamics strongly aligns with Matomo’s positioning and values.

Continuity for customers, partners, and the community

By bringing its teams closer to its customers and partners, Matomo’s primary objective is to design a product that is even more closely aligned with the needs of local markets. This customer-first approach aims to create greater value, foster innovation, and help marketers around the world improve their performance through reliable, complete, and actionable data.

These organisational changes also reaffirm Matomo’s commitment to innovation while staying true to its core values of privacy, ethics, and European data sovereignty. Strengthening regional teams will accelerate localisation efforts and enable more meaningful experiences for customers and partners, further consolidating Matomo’s position as the leading ethical, privacy-first web analytics platform in Europe and beyond.

Adam Taylor, CEO of Matomo, said: “These announcements mark an important step in our growth strategy. With strong regional leadership, we’re expanding our presence across Europe, deepening relationships with customers, partners, and the Matomo community, and building an even better understanding of local needs in every market. Our mission stays the same: give organisations full control over their data, without compromise.”

Aubry added: “To our customers, partners, and community — thank you for the trust you place in Matomo. We’re here for the long run. This structure helps us scale support, expand locally, and keep delivering privacy-first analytics that organisations can confidently build on.”

About Matomo

Matomo is a leading web analytics platform that helps organisations understand their audience and gives them full control over their data. More than 1.4 million websites in over 190 countries use Matomo to improve digital experiences and make confident decisions.

Available on-premise or in the cloud, Matomo combines powerful analytics with data ownership, flexibility, and privacy through its open-source foundation.

Media contact

Elise Duchateau
Head of Marketing and Communications
Matomo (InnoCraft Ltd.)
marketing@matomo.org

Wellington, New Zealand – 24 September 2025 – Matomo, the leading open-source web analytics platform, today announced it has achieved ISO/IEC 27001:2022 certification with zero non-conformities following a rigorous independent audit.

This milestone confirms that Matomo’s practices, infrastructure, and controls meet the highest international benchmarks for information security — giving every Matomo customer, from our open-source community through to global enterprises, confidence that their analytics data is protected by the world’s most rigorous compliance and security standards.

Independent validation of security excellence

ISO/IEC 27001:2022 is the world’s most recognised standard for information security management systems (ISMS). Certification required a comprehensive review of Matomo’s processes across cloud hosting, software development, and internal operations. Passing with zero non-conformities demonstrates the strength, resilience, and maturity of Matomo’s security practices and its readiness to support even the most compliance-conscious organisations worldwide.

Reinforcing trust through ethical analytics

Since 2007, Matomo has been the trusted alternative to mainstream analytics platforms — focusing on 100% data accuracy, full user control, and zero data sampling. This certification is not a finish line but another step in Matomo’s mission to show that organisations can have ethical, privacy-first analytics and enterprise-grade security, without compromise.

“ISO/IEC 27001:2022 certification is part of our continuous journey to protect customer data while upholding our values of privacy, security, and independence,” added Adam Taylor. “It strengthens our vision of a future where every organisation owns and controls its data — compliant, secure, and free from lock-in.”

About Matomo

Matomo is the leading open-source, ethical, and privacy-first web analytics platform, trusted by over 1.4 million websites in 190+ countries and available in more than 50 languages. Driven by the belief that everyone has the right to data sovereignty and accuracy, Matomo empowers organisations to make better decisions through transparent, compliance-ready analytics — with 100% data ownership, no sampling, and no compromises.

For more information and start your free trial, visit our website.

The name change comes after 10 years of Piwik building its top analytics software, with great success. It is already used on over one million websites in more than 170 countries. Matomo will build on that success, and focus even more on privacy.

‘Privacy has become a huge concern worldwide’, says Matomo’s creator, Matthieu Aubry. ‘Privacy legislation is being developed in Europe, and we will be ahead of the game in being ready for those changes. We’ll grow in line with the law and regulation changes.’

Matomo will lead the way in openness and transparency for its users. Its new name means decent in Japanese.
‘Matomo will always be free and community-driven, just as Piwik was’, says Matthieu Aubry. ‘We have worked with hundreds of people to create the best open digital analytics solution in the world. We’re committed to giving every user full control of their data.’

The change of name is appropriate as the Matomo platform moves into a new stage of growth. But for its community, little will obviously change. The same people will still be involved, and users will still get useful data to improve their own website. That data includes who visits their site, what they do there, how long they stay, and what they buy.
Matomo is an all-in-one analytics solution that gives companies a 360 degree view of their users.

‘They can grow their business while still keeping 100% ownership of their data, and being fully compliant with privacy laws’, says Matthieu Aubry. ‘We’re more motivated than ever to building on that, so that Matomo stays ahead of the pack.’

The platform can be fully customised with hundreds of plug-ins, integrations and configurations.

Matomo’s updated website and new logo is now available on https://matomo.org.
For further information, please contact the Matomo Team on hello@matomo.org

What is A/B Testing and why is it so important?

Experimenting with A/B Testing is an important marketing strategy that goes a long way in maximising your conversions.

With A/B Testing you can start improving your conversions and sales in your existing website or app by creating different versions of a web page or mobile app screen to find out how to modify your website to optimize business success.

How does A/B Testing work?

To explain how A/B Testing works, let’s take an example. Imagine one of your most important landing pages has been redesigned to hopefully get more email signups. Now you need to make sure the new version is “better” than the current version, or at least does result in less conversions. To compare the performance of these two versions, you can then run an A/B test whereby the A/B testing product tells you whether the redesigned version is producing more email signups compared to the original version.

How it works is that visitors on your website during the experiment will see a randomly chosen version (variation) and A/B Testing makes sure that your users will always see the same variation for all subsequent visits. The behaviour and goals converted by each user is measured continuously by Matomo (Piwik) A/B Testing. The beautifully designed and easy to use dashboard shows how each variation impacts your success metrics such as conversions, sales or page views.

When the A/B test is complete, you will then know which is the winning version getting you closer to reaching your goals! A/B Testing includes an advanced statistical analysis engine to provide a reliable indicator of which of your versions is actually improving your bottom line.

Examples of successful A/B tests

Below are a just a few interesting A/B tests results from the article 7 Dead-Simple A/B Tests You Should Run on Your Homepage (HubSpot).

Increase click on CTA button by 21%

We actually conducted an A/B test on button color and found that changing the CTA button from green to red increased clicks by 21%. In the world of website optimization, that’s huge!

47.7% more clicks on the navigation bar

An A/B test comparing the phrases used on the navigation bar discovered that the menu link “How It Works” earned 47.7% more clicks than “Why Use Us.”

5% more conversions using a different image

Highrise, a small business CRM, A/B tested their website’s imagery by featuring two different people – Jocelyn on the left, and Michael on the right. They found Michael helped improve conversions by almost 5%.

Changing the headline to increase conversions by 38%

WhichTestWon ran an A/B test on AwayFind’s homepage and found that Version B increased signups by 38%. This could be because the headline is more concise and the subheader includes bolded words to clearly communicate the product’s value

Where do I start testing?

Your testing strategy is tied to your overall business strategy. What do you want people to achieve on your website? What are the goals that you want your users to convert? What are your one or two Key Performance Indicators, and what are your targets for these KPIs?

When you start thinking of improving your targets you can begin by looking at the most important parts that can be improved:

• What are your call to actions?
• Which are your most popular pages, and landing pages?
• What elements of my website is above the fold and can be seen by all visitors within a few seconds?

How do I get A/B Testing?

All premium plugins come with our 14 day money back guarantee and 1-click installation & updates. Customers get all product updates for free.

Learn more about A/B Testing

Get it now on the Marketplace

A/B Testing is available for purchase and download on the Marketplace.

If you are not using Matomo yet, you can also signup for a free trial of Matomo Cloud (including A/B Testing!).

Have a question about this product? Get in touch.