French firms grapple with trust paradox in web analytics as AI raises data reliability concerns

A Matomo survey of 300 web‑analytics professionals in France, Germany and the United States found that 85 % of French companies have made strategic decisions based on web‑analytics data that they later questioned or found incomplete. While 91 % of French respondents say they trust their analytics, 49 % admit repeatedly doubting decisions derived from that data.

The rise of generative AI is intensifying these concerns. Eighty‑nine percent of French participants consider AI‑driven traffic important for their business, and 79 % say it already affects their analytics. However, only 49 % feel they can clearly distinguish human visitors from automated traffic, complicating conversion attribution and performance assessment. The study highlights data reliability, privacy compliance and digital sovereignty as top priorities for analytics platform selection in France.