Matomo Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for Matomo data extraction through Adzviser.
Metrics
Outlinks (Actions.getOutlinks)
| Field Name | Description |
|---|---|
| Outlink unique clicks | Total outlink unique clicks |
| Outlink clicks | Total outlink clicks |
| Outlink total time spent (sec) | Measured duration for outlink in the unit shown |
Ecommerce overview (Goals.get with idGoal=ecommerceOrder)
| Field Name | Description |
|---|---|
| Ecommerce subtotal | Order revenue before tax, shipping, and discounts |
| Ecommerce tax | Tax charged across ecommerce orders |
| Ecommerce shipping | Shipping revenue charged across ecommerce orders |
| Ecommerce discount | Discount value applied across ecommerce orders |
| Ecommerce orders | Total ecommerce orders |
| Ecommerce visits | Total ecommerce visits |
| Ecommerce total revenue | Total ecommerce revenue including configured tax and shipping treatment |
| Ecommerce average order value | Ecommerce revenue divided by ecommerce orders |
| Ecommerce purchased products | Number of product units purchased |
Goal overview (Goals.get)
| Field Name | Description |
|---|---|
| Goal conversions | Total goal conversions |
| Goal conversions (new visit) | Completed goal conversions from new visits |
| Goal conversions (returning visit) | Completed goal conversions from returning visits |
| Goal revenue | Revenue assigned to completed goals |
| Goal revenue (new visit) | Revenue assigned to completed goals from new visits |
| Goal revenue (returning visit) | Revenue assigned to completed goals from returning visits |
| Goal visits converted | Visits in which at least one configured goal was completed |
| Goal visits converted (new visit) | Visits containing at least one completed goal from new visits |
| Goal visits converted (returning visit) | Visits containing at least one completed goal from returning visits |
Downloads (Actions.getDownloads)
| Field Name | Description |
|---|---|
| Downloads | Total downloads |
| Unique downloads | Total unique downloads |
| Download total time spent (sec) | Measured duration for download in the unit shown |
Ecommerce products (Goals.getItemsName)
| Field Name | Description |
|---|---|
| Product revenue | Monetary value of product revenue in the account's reporting currency |
| Product quantity | Number of product units included in ecommerce orders |
| Product unique purchases | Orders containing the product at least once |
| Product average price | Monetary value of product average price in the account's reporting currency |
| Product average quantity | Average units of the product included per order |
Events (Events.getCategory / Events.getAction)
Event values use the unit defined by your tracking setup, such as seconds or currency. Sums and averages keep that unit. See Matomo's example of tracking elapsed time as an event value.
| Field Name | Description |
|---|---|
| Event visits | Total event visits |
| Event unique visitors | Distinct visitors attributed to the event segment |
| Events | Total tracked custom-event occurrences |
| Events with value | Number of events with a recorded numeric value |
| Event value | Sum of recorded event values |
| Average event value | Average of recorded event values |
Event action and name (Events.getActionFromCategoryId)
| Field Name | Description |
|---|---|
| Event action visits | Total event action visits |
| Event action unique visitors | Distinct visitors attributed to the event action segment |
| Event action events | Occurrences of the selected event action |
| Event action events with value | Number of events for the action with a recorded numeric value |
| Event action event value | Sum of recorded event values for the action |
| Event action average event value | Average of recorded event values for the action |
Visitor overview (VisitsSummary.get)
| Field Name | Description |
|---|---|
| Visits | Total visits |
| Unique visitors | Number of distinct visitors represented in the results |
| Users | Distinct known visitors with a Matomo User ID |
| Actions | Total tracked page views, downloads, outlinks, and events |
| Actions per visit | Average actions for each visit |
| Max actions | Tracked page views, downloads, outlinks, and events in visits attributed to the max segment |
| Bounces | Total bounces |
| Bounce rate | Percentage of sessions that were not engaged |
| Converted visits | Total converted visits |
| Total visit length (sec) | Combined duration of all visits in seconds |
| Avg. visit duration (sec) | Measured duration for avg. visit in the unit shown |
Visitor locations (UserCountry.getCountry)
| Field Name | Description |
|---|---|
| Location visits | Total location visits |
| Location unique visitors | Distinct visitors attributed to the location segment |
| Location users | Distinct known users attributed to the location segment |
| Location actions | Tracked page views, downloads, outlinks, and events in visits attributed to the location segment |
| Location actions per visit | Average location actions for each visit |
| Location max actions | Highest number of tracked actions in a visit attributed to the location segment |
| Location bounces | Total location bounces |
| Location bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Location conversions | Total location conversions |
| Location converted visits | Total location converted visits |
| Location revenue | Monetary value of location revenue in the account's reporting currency |
| Location total visit length (sec) | Aggregate measured duration for location total visit length (sec) in the unit shown |
| Location avg. time on website (sec) | Average visit duration in seconds for the location segment |
Visitor city (UserCountry.getCity)
| Field Name | Description |
|---|---|
| City visits | Total city visits |
| City unique visitors | Distinct visitors attributed to the city segment |
| City users | Distinct known users attributed to the city segment |
| City actions | Tracked page views, downloads, outlinks, and events in visits attributed to the city segment |
| City actions per visit | Average city actions for each visit |
| City bounces | Total city bounces |
| City bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| City conversions | Total city conversions |
| City converted visits | Total city converted visits |
| City revenue | Monetary value of city revenue in the account's reporting currency |
| City total visit length (sec) | Aggregate measured duration for city total visit length (sec) in the unit shown |
| City avg. time on website (sec) | Average visit duration in seconds for the city segment |
Visitor language (UserLanguage.getLanguage)
| Field Name | Description |
|---|---|
| Language visits | Total language visits |
| Language unique visitors | Distinct visitors attributed to the language segment |
| Language users | Distinct known users attributed to the language segment |
| Language actions | Tracked page views, downloads, outlinks, and events in visits attributed to the language segment |
| Language max actions | Highest number of tracked actions in a visit attributed to the language segment |
| Language actions per visit | Average language actions for each visit |
| Language bounces | Total language bounces |
| Language bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Language converted visits | Total language converted visits |
| Language total visit length (sec) | Aggregate measured duration for language total visit length (sec) in the unit shown |
| Language avg. time on website (sec) | Average visit duration in seconds for the language segment |
Visitor devices (DevicesDetection.getType)
| Field Name | Description |
|---|---|
| Device visits | Total device visits |
| Device unique visitors | Distinct visitors attributed to the device segment |
| Device users | Distinct known users attributed to the device segment |
| Device actions | Tracked page views, downloads, outlinks, and events in visits attributed to the device segment |
| Device actions per visit | Average device actions for each visit |
| Device max actions | Highest number of tracked actions in a visit attributed to the device segment |
| Device bounces | Total device bounces |
| Device bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Device conversions | Total device conversions |
| Device converted visits | Total device converted visits |
| Device revenue | Monetary value of device revenue in the account's reporting currency |
| Device total visit length (sec) | Aggregate measured duration for device total visit length (sec) in the unit shown |
| Device avg. time on website (sec) | Average visit duration in seconds for the device segment |
Pages (Actions.getPageUrls)
| Field Name | Description |
|---|---|
| Page visits | Total page visits |
| Page unique visitors | Distinct visitors attributed to the page segment |
| Page users | Distinct known users attributed to the page segment |
| Page actions | Tracked page views, downloads, outlinks, and events in visits attributed to the page segment |
| Page actions per visit | Average page actions for each visit |
| Page max actions | Highest number of tracked actions in a visit attributed to the page segment |
| Page bounces | Total page bounces |
| Page bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Page conversions | Total page conversions |
| Page converted visits | Total page converted visits |
| Page revenue | Monetary value of page revenue in the account's reporting currency |
| Page total visit length (sec) | Aggregate measured duration for page total visit length (sec) in the unit shown |
| Page avg. time on website (sec) | Average visit duration in seconds for the page segment |
Page titles (Actions.getPageTitles)
| Field Name | Description |
|---|---|
| Page title visits | Total page title visits |
| Page title unique visitors | Distinct visitors attributed to the page title segment |
| Page title users | Distinct known users attributed to the page title segment |
| Page title actions | Tracked page views, downloads, outlinks, and events in visits attributed to the page title segment |
| Page title actions per visit | Average page title actions for each visit |
| Page title max actions | Highest number of tracked actions in a visit attributed to the page title segment |
| Page title bounces | Total page title bounces |
| Page title bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Page title converted visits | Total page title converted visits |
| Page title total visit length (sec) | Aggregate measured duration for page title total visit length (sec) in the unit shown |
| Page title avg. time on website (sec) | Average visit duration in seconds for the page title segment |
Channels (Referrers.getReferrerType)
| Field Name | Description |
|---|---|
| Channel visits | Total channel visits |
| Channel unique visitors | Distinct visitors attributed to the channel segment |
| Channel users | Distinct known users attributed to the channel segment |
| Channel actions | Tracked page views, downloads, outlinks, and events in visits attributed to the channel segment |
| Channel actions per visit | Average channel actions for each visit |
| Channel max actions | Highest number of tracked actions in a visit attributed to the channel segment |
| Channel bounces | Total channel bounces |
| Channel bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Channel conversions | Total channel conversions |
| Channel converted visits | Total channel converted visits |
| Channel revenue | Monetary value of channel revenue in the account's reporting currency |
| Channel total visit length (sec) | Aggregate measured duration for channel total visit length (sec) in the unit shown |
| Channel avg. time on website (sec) | Average visit duration in seconds for the channel segment |
Referrers (Referrers.getWebsites)
| Field Name | Description |
|---|---|
| Referrer visits | Total referrer visits |
| Referrer unique visitors | Distinct visitors attributed to the referrer segment |
| Referrer users | Distinct known users attributed to the referrer segment |
| Referrer actions | Tracked page views, downloads, outlinks, and events in visits attributed to the referrer segment |
| Referrer actions per visit | Referrer |
| Referrer max actions | Highest number of tracked actions in a visit attributed to the referrer segment |
| Referrer bounces | Total referrer bounces |
| Referrer bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Referrer converted visits | Total referrer converted visits |
| Referrer total visit length (sec) | Referrer |
| Referrer avg. time on website (sec) | Referrer |
Search engines (Referrers.getSearchEngines)
| Field Name | Description |
|---|---|
| Search engine visits | Total search engine visits |
| Search engine unique visitors | Distinct visitors attributed to the search engine segment |
| Search engine users | Distinct known users attributed to the search engine segment |
| Search engine actions | Tracked page views, downloads, outlinks, and events in visits attributed to the search engine segment |
| Search engine actions per visit | Average search engine actions for each visit |
| Search engine max actions | Highest number of tracked actions in a visit attributed to the search engine segment |
| Search engine bounces | Total search engine bounces |
| Search engine bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Search engine conversions | Total search engine conversions |
| Search engine converted visits | Total search engine converted visits |
| Search engine revenue | Monetary value of search engine revenue in the account's reporting currency |
| Search engine total visit length (sec) | Aggregate measured duration for search engine total visit length (sec) in the unit shown |
| Search engine avg. time on website (sec) | Average visit duration in seconds for the search engine segment |
Search keywords (Referrers.getKeywords)
| Field Name | Description |
|---|---|
| Search keyword visits | Total search keyword visits |
| Search keyword unique visitors | Distinct visitors attributed to the search keyword segment |
| Search keyword users | Distinct known users attributed to the search keyword segment |
| Search keyword actions | Tracked page views, downloads, outlinks, and events in visits attributed to the search keyword segment |
| Search keyword actions per visit | Average search keyword actions for each visit |
| Search keyword max actions | Highest number of tracked actions in a visit attributed to the search keyword segment |
| Search keyword bounces | Total search keyword bounces |
| Search keyword bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Search keyword conversions | Total search keyword conversions |
| Search keyword converted visits | Total search keyword converted visits |
| Search keyword revenue | Monetary value of search keyword revenue in the account's reporting currency |
| Search keyword total visit length (sec) | Aggregate measured duration for search keyword total visit length (sec) in the unit shown |
| Search keyword avg. time on website (sec) | Average visit duration in seconds for the search keyword segment |
Campaigns (Referrers.getCampaigns)
| Field Name | Description |
|---|---|
| Campaign visits | Total campaign visits |
| Campaign unique visitors | Distinct visitors attributed to the campaign segment |
| Campaign users | Distinct known users attributed to the campaign segment |
| Campaign actions | Tracked page views, downloads, outlinks, and events in visits attributed to the campaign segment |
| Campaign actions per visit | Average campaign actions for each visit |
| Campaign max actions | Highest number of tracked actions in a visit attributed to the campaign segment |
| Campaign bounces | Total campaign bounces |
| Campaign bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Campaign conversions | Total campaign conversions |
| Campaign converted visits | Total campaign converted visits |
| Campaign revenue | Monetary value of campaign revenue in the account's reporting currency |
| Campaign total visit length (sec) | Aggregate measured duration for campaign total visit length (sec) in the unit shown |
| Campaign avg. time on website (sec) | Average visit duration in seconds for the campaign segment |
Campaign keywords (Referrers.getKeywordsFromCampaignId)
| Field Name | Description |
|---|---|
| Campaign keyword visits | Total campaign keyword visits |
| Campaign keyword unique visitors | Distinct visitors attributed to the campaign keyword segment |
| Campaign keyword users | Distinct known users attributed to the campaign keyword segment |
| Campaign keyword actions | Tracked page views, downloads, outlinks, and events in visits attributed to the campaign keyword segment |
| Campaign keyword actions per visit | Average campaign keyword actions for each visit |
| Campaign keyword max actions | Highest number of tracked actions in a visit attributed to the campaign keyword segment |
| Campaign keyword bounces | Total campaign keyword bounces |
| Campaign keyword bounce rate | Bounced messages or sessions divided by eligible messages or sessions |
| Campaign keyword conversions | Total campaign keyword conversions |
| Campaign keyword converted visits | Total campaign keyword converted visits |
| Campaign keyword revenue | Monetary value of campaign keyword revenue in the account's reporting currency |
| Campaign keyword total visit length (sec) | Aggregate measured duration for campaign keyword total visit length (sec) in the unit shown |
| Campaign keyword avg. time on website (sec) | Average visit duration in seconds for the campaign keyword segment |
Site search (Actions.getSiteSearchKeywords)
| Field Name | Description |
|---|---|
| Site searches | Number of internal site-search requests |
| Site search results pages | Number of internal-search result pages viewed |
| Site search exits | Total site search exits |
| Site search exit rate | Internal searches after which the visitor left the site divided by total internal searches |
| Site search total time spent (sec) | Measured duration for site search in the unit shown |
Breakdowns
Campaign
| Field Name | Description |
|---|---|
| Campaign name | Name of the campaign |
Campaign keyword
| Field Name | Description |
|---|---|
| Campaign keyword campaign name | Name of the campaign keyword campaign |
| Campaign keyword | Search query or keyword represented by campaign keyword |
Channel
| Field Name | Description |
|---|---|
| Channel type | Type of channel |
Device
| Field Name | Description |
|---|---|
| Device type | Type of device |
Download
| Field Name | Description |
|---|---|
| Download URL | URL associated with the download record |
Event
| Field Name | Description |
|---|---|
| Event category | Category classification represented by event category |
| Event actions | Action name or available action values for the tracked event |
| Event action | Action name or available action values for the tracked event |
| Event name | Name of the event |
Website (common dimension across all modules)
| Field Name | Description |
|---|---|
| Website name | Name of the website |
| Website ID | Website identifier |
Goal
| Field Name | Description |
|---|---|
| Goal name | Name of the goal |
| Goal ID | Goal identifier |
| Goal description | Description stored for the related goal record |
| Goal match attribute | Visit attribute evaluated against the goal pattern |
| Goal pattern | URL or event pattern whose match completes the goal |
| Goal pattern type | Type of goal pattern |
| Goal case sensitive | Whether case sensitive is true for the goal |
| Goal allow multiple | Whether allow multiple is true for the goal |
| Goal is deleted | Whether is deleted is true for the goal |
| Goal revenue target | Revenue value assigned when the goal is completed |
| Goal event value as revenue | Revenue value assigned when the goal is completed |
Language
| Field Name | Description |
|---|---|
| Browser language | Language assigned to the related browser content or audience |
Location
| Field Name | Description |
|---|---|
| Country | Country associated with the user, delivery, or conversion |
| Country (city report) | Geographic country associated with the user, delivery, or conversion |
| Country code | Code identifying the related country |
| City | City associated with the user, delivery, or conversion |
| Region | State or region associated with the user, delivery, or conversion |
| Region code | Code identifying the related region |
Outlink
| Field Name | Description |
|---|---|
| Clicked outlink | External destination URL clicked by the visitor |
Page
| Field Name | Description |
|---|---|
| Page | Website or page on which the activity occurred |
| Page URL | URL associated with the page record |
| Page title | Human-readable title of the related page content |
Product
| Field Name | Description |
|---|---|
| Product name | Name of the product |
Referrer
| Field Name | Description |
|---|---|
| Referrer | External website, campaign, or channel that referred the visit |
| Referrer URL | URL associated with the referrer record |
| Referrer type | Referrer |
Search engine
| Field Name | Description |
|---|---|
| Search engine | Search engine that referred the visit |
| Search engine URL | URL associated with the search engine record |
Search keyword
| Field Name | Description |
|---|---|
| Search keyword search engine | Search engine associated with the referring search keyword |
| Search keyword search engine URL | URL associated with the search keyword search engine record |
| Search keyword | Search query or keyword represented by search keyword |
| Search keyword URL | URL associated with the search keyword record |
Site search keyword
| Field Name | Description |
|---|---|
| Site search keyword | Search query or keyword represented by site search keyword |
Social network
| Field Name | Description |
|---|---|
| Social network | Social network that referred the visit |
| Social network URL | URL associated with the social network record |
| Social network logo | Logo URL or identifier for the referring social network |