I am trying to understand how to measure the quality of leads coming from different pages on a service based website using Matomo.
For example, a website may have separate pages for architectural drafting, permit documentation, as built drawings, BIM coordination, and other services. A visitor may read one page, visit several other pages, and eventually submit a project inquiry.
Simply tracking pageviews does not really show which pages are contributing to actual inquiries.
I am interested in setting up a Matomo workflow that can help track:
• Which landing pages bring visitors who eventually submit an inquiry
• The user journey before a form submission
• Which pages are most frequently viewed before a conversion
• Whether visitors from organic search behave differently from other traffic sources
• Which content generates engagement but does not result in inquiries
Would goals, funnels, events, or custom dimensions be the best approach for this type of tracking?
I would also be interested in hearing how others use Matomo to distinguish between general website traffic and visitors who are more likely to become qualified leads.
For service based businesses, what metrics have you found most useful beyond basic pageviews and conversion rates?
I’d separate the tracking into two parts: the conversion itself and the pages visited before that conversion. A goal for the inquiry submission can establish the conversion, while events or page-level data can help identify which content was part of the journey leading up to it.
A practical setup would be: first create a Goal for the successful inquiry submission, then track important interactions such as form starts, service-page clicks and other meaningful engagement as Events. After that, build a Funnel from the main landing/service pages through the inquiry process to identify where visitors drop off. I’d also add a Custom Dimension such as service type or lead type if that information is available, then segment the resulting conversions by landing page, traffic source and service. Matomo supports Goals, Events, Funnels and Custom Dimensions for this type of analysis.
That would give you a clearer picture of not just which pages get traffic, but which pages are actually involved in visits that eventually produce inquiries.
A good approach would be to first create a Goal for the project inquiry or form submission, and then create separate Segments for visits that converted and those that did not.
Once you apply the segment for converting visitors, Matomo’s existing reports such as Entry Pages, Pages, Users Flow and Transitions will be filtered to those visitors. This can help you understand which pages brought converting visitors to the site and what content they interacted with before submitting an inquiry.
You can refine this further by adding criteria such as the acquisition channel. For example, combining the conversion criteria with traffic from search engines would allow you to analyse the behaviour of organic-search visitors who went on to convert.
The non-converting segment can then be used for comparison. This can help identify content that receives significant traffic or engagement but is less commonly associated with a conversion. It doesn’t necessarily mean that content isn’t contributing to the customer journey, but it can highlight differences in how converting and non-converting visitors use the site.
I’d also recommend using Matomo’s Segment Comparison feature. This allows you to compare these visitor groups side by side and can make differences in landing pages, content consumption, engagement and acquisition sources much easier to identify.
If the inquiry itself is the main conversion you’re interested in, I would start with Goals and Segments before introducing additional tracking. Events, Funnels or Custom Dimensions can then be added later if there are specific interactions or stages in the lead journey that aren’t already captured by the standard reports.