Data reference

Introduction

Matomo (formerly Piwik) is an open-source web analytics platform that can be self-hosted or used as Matomo Cloud. The connector queries the Matomo Reporting API for visitor traffic, behavior, and conversion data scoped to a single tracked site. The connector does not distinguish between self-hosted Matomo and Matomo Cloud — both are reached through the same Reporting API, and only the base URL differs. As an analytics connector, session, event, and breakdown data are standardized so widgets can aggregate alongside ad-platform sources. To connect this data source, see How to connect Matomo to Adriel.

Data refresh strategy

Architecture data

Account structure — the Matomo instance and the list of tracked sites available to the supplied token — is resolved at connection time from the MultiSites.getAll report. The selected site ID is stored on the data source, and one data source corresponds to a single Matomo site.

Reports data

Reports data is fetched on demand. Fresh data is requested from the Matomo Reporting API whenever a widget renders — there is no nightly snapshot or daily cache tier. Returned rows reflect the Matomo instance’s current processing state, so performance on long date ranges depends on how the instance is configured to archive report data.

Architecture levels

Matomo instance → Site (idsite) → Visit → Action / Goal One Adriel data source maps to a single Matomo site. To report on multiple sites, create additional data sources.

Date range limits

Breakdown	Max range
Daily	93 days
Weekly	1 year

The Matomo Reporting API itself accepts arbitrary date ranges. The caps above apply to the Daily and Weekly time groupings: when a query exceeds them, data outside the range may be truncated. Monthly, quarterly, and yearly groupings have no connector-side cap.

Metrics

How to read the columnsCode style like nb_visits is the literal Matomo Reporting API field name. Italic text describes how a value is produced when it doesn’t map cleanly to a single Matomo field or when it’s computed by Adriel.Data type vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean.

Users & sessions

Metric	Description	Data type	API Key
Visits	Number of visits (30 minutes of inactivity is treated as a new visit).	Number	`nb_visits`
Unique visitors	Number of unique visitors.	Number	`nb_uniq_visitors`
Users	Number of unique active users (visitors with a known User ID). Set to zero when User ID tracking is not in use.	Number	`nb_users`

Engagement

Metric	Description	Data type	API Key
Actions	Number of actions (page views, outlinks, and downloads).	Number	`nb_actions`
Max actions	Maximum number of actions in a single visit.	Number	`max_actions`
Sum visit length	Total time spent, in seconds.	Duration	`sum_visit_length`
Bounce count	Number of visits that bounced (viewed only one page).	Number	`bounce_count`
Bounce rate	Ratio of visits leaving the website after landing on this page.	Percentage	`bounce_rate`

Events & conversions

Metric	Description	Data type	API Key
Goal conversions	Number of goal conversions.	Number	`nb_conversions`
Visits converted	Number of visits that converted a goal.	Number	`nb_visits_converted`
Goal revenue	Total revenue of goal conversions.	Currency	`revenue`
Events	Number of events.	Number	`nb_events`
Events with value	Number of events that had a value set.	Number	`nb_events_with_value`
Average event value	Average of event values.	Number	`avg_event_value`
Max event value	Maximum event value.	Number	`max_event_value`
Min event value	Minimum event value.	Number	`min_event_value`
Sum event value	Sum of event values.	Number	`sum_event_value`

Ecommerce

Metric	Description	Data type	API Key
Orders	Total number of ecommerce orders that contained this product SKU/name/category at least once.	Number	`orders`
Conversion rate	Orders (or abandoned carts) containing this product/category divided by visits on the product/category page. Appears only when ecommerce product/category page tracking is set up.	Percentage	`conversion_rate`
Revenue	Total revenue generated by product sales; excludes tax, shipping, and discount.	Currency	`revenue`
Quantity	Total number of products sold for each product SKU/name/category.	Number	`quantity`
Average quantity	Average quantity for this product/category.	Ratio	`avg_quantity`
Average price	Average revenue for this product/category.	Currency	`avg_price`
Abandoned carts	Total number of abandoned carts that contained this product SKU/name/category at least once. Set only when the request includes `&abandonedCarts=1`.	Number	`abandoned_carts`

Pages & screens

Metric	Description	Data type	API Key
Hits	Number of views on this page.	Number	`nb_hits`
Entry visits	Number of visits that started on this page.	Number	`entry_nb_visits`
Entry actions	Number of page views for visits that started on this page.	Number	`entry_nb_actions`
Entry unique visitors	Number of unique visitors that started their visit on this page.	Number	`entry_nb_uniq_visitors`
Entry bounce count	Number of visits that started on this page and bounced.	Number	`entry_bounce_count`
Entry sum visit length	Time spent, in seconds, by visits that started on this page.	Duration	`entry_sum_visit_length`
Exit visits	Number of visits that finished on this page.	Number	`exit_nb_visits`
Exit unique visitors	Number of unique visitors that ended their visit on this page.	Number	`exit_nb_uniq_visitors`
Exit rate	Ratio of visits that do not view any other page after this page.	Percentage	`exit_rate`
Sum time spent	Total time spent on this page, in seconds.	Duration	`sum_time_spent`
Average time on page	Average time spent, in seconds, on this page.	Duration	`avg_time_on_page`
Sum daily unique visitors	Sum of daily unique visitors over the days in the period (Matomo does not process unique visitors across the full period).	Number	`sum_daily_nb_uniq_visitors`
Sum daily entry unique visitors	Sum of daily unique visitors that started their visit on this page.	Number	`sum_daily_entry_nb_uniq_visitors`

Breakdowns

How to read the columnsFor platform breakdowns, the API Key is the Matomo Reporting API method that supplies the values (e.g. UserCountry.getCountry). Italic text describes a value produced by Adriel rather than returned directly by Matomo.

Geography

Breakdown	Description	API Key
Continent	Visitor continent.	`UserCountry.getContinent`
Country	Visitor country.	`UserCountry.getCountry`
Region	Visitor region.	`UserCountry.getRegion`
City	Visitor city.	`UserCountry.getCity`
Web-browser language	Language of the visitor’s browser.	`UserLanguage.getLanguage`
Language code	Browser language code.	`UserLanguage.getLanguageCode`

Devices & software

Breakdown	Description	API Key
Device type	Device category (desktop, mobile, tablet, etc.).	`DevicesDetection.getType`
Device brand	Device brand.	`DevicesDetection.getBrand`
Device model	Device model.	`DevicesDetection.getModel`
Screen resolution	Visitor screen resolution.	`Resolution.getResolution`
Configurations	Combined OS / browser / resolution configuration.	`Resolution.getConfiguration`
Operating system versions	Operating system versions.	`DevicesDetection.getOsVersions`
Operating system families	Operating system families.	`DevicesDetection.getOsFamilies`
Browsers	Browser names.	`DevicesDetection.getBrowsers`
Browser version	Browser versions.	`DevicesDetection.getBrowserVersions`
Browser engines	Browser rendering engines.	`DevicesDetection.getBrowserEngines`
Browser plugins	Browser plugins detected.	`DevicePlugins.getPlugin`

Visitor behavior

Breakdown	Description	API Key
User IDs	Visitors identified by User ID.	`UserId.getUsers`
Users flow	Path visitors take through the site.	`UsersFlow.getUsersFlowPretty`
Returning visits	Returning-visitor frequency.	`VisitFrequency.get`
Length of visits	Distribution of visits by duration.	`VisitorInterest.getNumberOfVisitsPerVisitDuration`
Pages per visit	Distribution of visits by number of pages.	`VisitorInterest.getNumberOfVisitsPerPage`
Visits by visit number	Visits grouped by visit count.	`VisitorInterest.getNumberOfVisitsByVisitCount`
Visits by days since last visit	Visits grouped by recency.	`VisitorInterest.getNumberOfVisitsByDaysSinceLast`
Visits by day of the week	Visits grouped by weekday.	`VisitTime.getByDayOfWeek`
Visits per local time	Visits by the visitor’s local hour.	`VisitTime.getVisitInformationPerLocalTime`
Visits per hour (site timezone)	Visits by hour in the site’s timezone.	`VisitTime.getVisitInformationPerServerTime`

Pages & actions

Breakdown	Description	API Key
Actions – main metrics	Overview of action metrics.	`Actions.get`
Page URLs	Page URLs of actions.	`Actions.getPageUrls`
Page titles	Page titles.	`Actions.getPageTitles`
Entry pages	First page in a visit.	`Actions.getEntryPageUrls`
Entry page titles	Title of the first page in a visit.	`Actions.getEntryPageTitles`
Exit pages	Last page in a visit.	`Actions.getExitPageUrls`
Exit page titles	Title of the last page in a visit.	`Actions.getExitPageTitles`
Downloads	Files downloaded.	`Actions.getDownloads`
Outlinks	Outbound links clicked.	`Actions.getOutlinks`
Performance overview	Page performance timings.	`PagePerformance.get`

Several page and action breakdowns above also have an “Exact” variant (for example, Exact Page URLs, Exact Entry pages, Exact Event Names) that returns a flat, non-hierarchical list of the same values. The Exact variants call the same Matomo methods with flat=1&expanded=1.

Site search

Breakdown	Description	API Key
Site search keywords	Keywords searched on the site.	`Actions.getSiteSearchKeywords`
Search categories	Site-search categories.	`Actions.getSiteSearchCategories`
Search keywords with no results	Searches that returned no results.	`Actions.getSiteSearchNoResultKeywords`
Pages following a site search	Pages viewed after a site search.	`Actions.getPageUrlsFollowingSiteSearch`
Page titles following a site search	Page titles viewed after a site search.	`Actions.getPageTitlesFollowingSiteSearch`

Events

Breakdown	Description	API Key
Event categories	Event category values.	`Events.getCategory`
Event actions	Event action values.	`Events.getAction`
Event names	Event name values.	`Events.getName`

Content

Breakdown	Description	API Key
Content name	Tracked content name.	`Contents.getContentNames`
Content piece	Tracked content piece.	`Contents.getContentPieces`

Traffic acquisition

Breakdown	Description	API Key
Referrers overview	Summary of referrer types.	`Referrers.get`
Channel type	Referrer type (direct, search, website, social, campaign).	`Referrers.getReferrerType`
All channels	All referrer channels combined.	`Referrers.getAll`
Websites	Referring websites.	`Referrers.getWebsites`
Social networks	Referring social networks.	`Referrers.getSocials`
Search engines	Referring search engines.	`Referrers.getSearchEngines`
Keywords (including not defined)	Search keywords, including undefined.	`Referrers.getKeywords`
Combined keywords	Keywords from connected search-engine performance data.	`SearchEngineKeywordsPerformance.getKeywords`
Web keywords on Google	Google web-search keywords.	`SearchEngineKeywordsPerformance.getKeywordsGoogleWeb`

Campaigns

Breakdown	Description	API Key
Campaign names	Marketing campaign names.	`MarketingCampaignsReporting.getName`
Campaign keywords	Campaign keywords.	`MarketingCampaignsReporting.getKeyword`
Campaign sources	Campaign sources.	`MarketingCampaignsReporting.getSource`
Campaign mediums	Campaign mediums.	`MarketingCampaignsReporting.getMedium`
Campaign source – medium	Combined campaign source and medium.	`MarketingCampaignsReporting.getSourceMedium`
Campaign contents	Campaign content values.	`MarketingCampaignsReporting.getContent`
Campaign IDs	Campaign identifiers.	`MarketingCampaignsReporting.getId`
Campaign groups	Campaign groups.	`MarketingCampaignsReporting.getGroup`
Campaign placements	Campaign placements.	`MarketingCampaignsReporting.getPlacement`

Ecommerce & goals

Breakdown	Description	API Key
Ecommerce orders	Ecommerce order goal report.	`Goals.get`
Ecommerce orders – visits to conversion	Visits before an ecommerce order.	`Goals.getVisitsUntilConversion`
Ecommerce orders – days to conversion	Days before an ecommerce order.	`Goals.getDaysToConversion`
Abandoned carts	Abandoned-cart goal report.	`Goals.get`
Abandoned carts – visits to conversion	Visits before cart abandonment.	`Goals.getVisitsUntilConversion`
Abandoned carts – days to conversion	Days before cart abandonment.	`Goals.getDaysToConversion`
Product name	Ecommerce product name.	`Goals.getItemsName`
Product SKU	Ecommerce product SKU.	`Goals.getItemsSku`

Sites

Breakdown	Description	API Key
All websites dashboard	Overview across all accessible sites.	`MultiSites.getAll`
Single website dashboard	Overview for the connected site.	`MultiSites.getOne`
Visits summary	Visit-summary overview.	`VisitsSummary.get`

Matomo instances can define Custom Reports. When present, these appear as additional breakdowns (for example, Klaviyo Campaigns, Google Ads Traffic Over Time, Revenue Over Time), all served by CustomReports.getCustomReport. Because they are configured per Matomo instance, the exact list varies by account.

Time & date grouping

Adriel groups Matomo’s results into these standard time views for reporting alongside other connectors.

Breakdown	Description
No Grouping	No temporal grouping applied.
Auto Time Breakdown	Automatically picks the best granularity for the date range.
Daily	Split reports by day. Limited to a maximum of 93 days.
Weekly (Start: Mon)	Split reports by week, starting Monday. Limited to a maximum of 1 year.
Monthly	Split reports by calendar month.
Quarterly	Split reports by calendar quarter.
Yearly	Split reports by calendar year.

Partial-period rows: when the “from” and “to” filters do not align with the start and end of a period (week, month, quarter, or year), the entire period is still displayed. The “from” and “to” filters continue to apply to the Total row.

Other Adriel breakdowns

These breakdowns are added by Adriel and are available across analytics connectors.

Breakdown	Description
Channel	Groups results by channel (platform).
Datasource Name	Name of the Adriel data source.

Limitations

Based on the current connector, Matomo has:

One site per data source — a connection scopes to a single idsite. Reporting on multiple sites requires additional data sources.
Live queries with no cache — every widget render issues a fresh call to the Matomo Reporting API, so performance on long date ranges depends on the Matomo instance’s archive configuration.
A 93-day cap on the Daily breakdown and a 1-year cap on the Weekly breakdown — data outside these ranges may be truncated.
No deleted elements — the connector does not surface data for deleted items.
User ID dependency — the Users metric (nb_users) is zero unless the site tracks visitors with User IDs.
Ecommerce tracking dependency — several ecommerce metrics appear only when Matomo product/category page tracking is configured; abandoned-cart metrics require the abandonedCarts request flag.
Cross-connector blending — Matomo report data may require blend settings before it can be combined with other data sources in the same widget.

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Users & sessions

Engagement

Events & conversions

Ecommerce

Pages & screens

Breakdowns

Geography

Devices & software

Visitor behavior

Pages & actions

Site search

Events

Content

Traffic acquisition

Campaigns

Ecommerce & goals

Sites

Time & date grouping

Other Adriel breakdowns

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Users & sessions

​Engagement

​Events & conversions

​Ecommerce

​Pages & screens

​Breakdowns

​Geography

​Devices & software

​Visitor behavior

​Pages & actions

​Site search

​Events

​Content

​Traffic acquisition

​Campaigns

​Ecommerce & goals

​Sites

​Time & date grouping

​Other Adriel breakdowns

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Users & sessions

Engagement

Events & conversions

Ecommerce

Pages & screens

Breakdowns

Geography

Devices & software

Visitor behavior

Pages & actions

Site search

Events

Content

Traffic acquisition

Campaigns

Ecommerce & goals

Sites

Time & date grouping

Other Adriel breakdowns

Limitations

API references

See also