Organizations Have Questioned Decisions Based on Analytics DataArticle content A new Matomo study reveals a growing ‘trust gap’ in web analytics, with 85% of US organizations questioning business decisions based on analytics data. The research, conducted by Censuswide, identifies what Matomo calls the “Analytics Trust Gap”: organizations trust their analytics, yet often discover its limitations only after business decisions have been made. In the US, 95% trust their analytics data, but 65% have repeatedly questioned decisions based on that data. Article content Data accuracy was the most important criterion when selecting a web analytics platform, cited by 61% of US respondents. Those that build trust into their analytics will make better decisions and strengthen customer confidence,” said Adam Taylor, CEO of Matomo.