How to Analyze A/B Test Results in Matomo Analytics with Optimal UX Integration

Introduction

Looking for a privacy-focused way to analyze your A/B tests? Optimal UX’s integration with Matomo lets you track experiment results while maintaining full data ownership. This integration enables teams to analyze A/B test data alongside other analytics metrics in Matomo’s comprehensive dashboard.

Why Use Matomo for A/B Test Analysis?

• Own your testing data completely
• Integrate A/B testing data with your existing Matomo metrics

Step-by-Step Integration Guide

Enable the Integration

1. Access your Optimal UX dashboard
2. Navigate to Settings > Integrations
3. Find the Matomo integration
4. Enable the integration toggle

Understanding Data Flow

When enabled, Optimal UX automatically sends experiment participation data to Matomo using the A/B Testing API:

• Events are tracked using Matomo’s JavaScript tracking code
• The integration uses the AbTesting::enter event. Example: For experiment “xyz123” and variant “Variant B”, the event would be: _paq.push([‘AbTesting::enter’, { experiment: ‘xyz123’, variation: ‘Variant B’ }]

Security Note: Optimal UX uses experiment slugs instead of full experiment names to ensure data security.

Using Experiment Data in Matomo

Accessing Experiment Results

1. Open your Matomo dashboard
2. Navigate to “A/B Tests” section
3. You don’t need to create a new A/B test there, it will be created automatically as soon as it is seen by a first user.
4. View detailed variant performance

Analysis Capabilities

• Compare conversion rates between variants
• Track custom goals by variant
• Analyze user flow differences
• Monitor engagement metrics
• Create custom reports for experiments

Conclusion

The integration between Optimal UX and Matomo Analytics provides a privacy-focused solution for A/B test analysis. By leveraging Matomo’s comprehensive analytics capabilities, you can make data-driven decisions while maintaining complete control over your testing data.