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Is your website running on Umbraco 16? Here's what happens next.

You wake up one morning to find your website has been compromised…

Customer data is exposed… Your team is scrambling… And when you dig into what went wrong, the answer is uncomfortable: your CMS hadn't received a security patch in months.

This is exactly what can happen when you keep running a CMS past its end of life.

Umbraco 16 reached the end of life on June 12, 2026, after which, Umbraco stopped releasing security patches for version 16.

No bug fixes. No updates. No official support if something breaks.

Your site will still load… Your pages will still work… But every day you stay on an unsupported version, the risk quietly grows.

So you have a decision to make.

Do you upgrade to Umbraco 17 and stay in the Umbraco ecosystem? Or is this the right moment to step back and ask if WordPress is a better fit for where your business is headed?

Both are valid paths. And this post walks you through each one so you can choose with confidence.

What Does "End of Life" Mean for Umbraco 16?

End of life means the people who build and maintain Umbraco stop looking after that version.

No more fixes. No more patches. No more help if something goes wrong.

Here is what that looks like in practice for Umbraco 16.

The Official Timeline

Umbraco 16 is a standard release, which means it gets a shorter support window than a long-term support version.

Full support for version 16 has already ended. The final phase, where only security patches were being released, ended on June 12, 2026.

After that date, version 16 is on its own.

If you are looking for a supported path forward within Umbraco, version 17 is the one to be on. It is the current long-term support release and is supported until November 27, 2028.

Worth noting: Umbraco 13 is also a long-term support release, but its support ends on December 14, 2026. So if you are on version 13, thinking you have more time, that window is closing fast, too.

Your Site Still Works. So, Why Act Now?

This is the part that trips a lot of teams.

After June 12, 2026, no Umbraco 16 sites went offline. Pages still load. Forms still submitted. Everything looks fine on the surface.

But "fine on the surface" is not the same as "safe."

Think of it like a building where the locks stop getting maintained. The building is still standing. But if someone finds a new way in, no one will come to fix the gap.

Once Umbraco 16 reaches end of life, these things stop:

• Security patches for newly discovered vulnerabilities
• Bug fixes for issues that get reported
• Updates to stay compatible with newer browsers, third-party packages, and server environments
• Official support when something breaks, and your team needs help

The longer you wait, the more exposure you carry.

Security, Compliance, and Business Risk

For small sites, the risk is mostly about security.

For enterprises, it goes further than that. Standards such as GDPR, ISO 27001, and SOC 2 require organizations to run actively supported software.

Running an unsupported version is not just a technical problem. It is a governance problem.

• It can show up as a finding in a security audit.
• There is also an operational risk that builds slowly and quietly.
• The tools and services your site connects to keep updating on their own schedules. Over time, those updates stop being compatible with a version that is no longer being maintained. Integrations start breaking.
• Workarounds pile up.
• The cost of staying grows.

And if a breach happens while you are running unsupported software, explaining that to customers, partners, or regulators is a difficult conversation to have.

Acting now is not about panic. It is about making a planned, controlled decision before the situation forces one on you.

So, What Are Your Options?

You have two clear paths in front of you.

You can upgrade to Umbraco 17 and stay within the Umbraco ecosystem. Or you can use this moment to move to WordPress and build on a platform that may serve your team better for the next decade. Both are solid choices.

The right one depends on your team, your setup, and where you want to be two or three years from now. Let's look at each one honestly.

Option 1: Upgrade to Umbraco 17

What Is Umbraco 17?

Umbraco 17 is the latest long-term support release. That means it is the version Umbraco officially backs for an extended period, with support running until November 27, 2028.

It is built on .NET 10, which is a meaningful foundation upgrade. The platform is faster, more stable, and better aligned with how modern .NET development works.

Here is what improved from version 16:

• Faster overall performance
• Consistent date and time handling across the system (everything now works in UTC)
• A cleaner, more modern content editor that has been evolving since version 14
• Stronger alignment with current .NET development standards
• A large number of bug fixes. Version 17.0.0 alone shipped with 169 fixes and improvements

If you are already in the Umbraco ecosystem, version 17 gives you a stable home for the next few years.

Is the Upgrade from v16 to v17 Complicated?

The honest answer: less complicated than previous upgrades, but that doesn’t mean it's easy.

If you moved from version 13 to version 14, that was a significant undertaking. The jump from version 16 to version 17 is much smoother by comparison. Developers who have gone through it describe it as far less disruptive.

That said, there are a few things to be aware of before you start:

• Date values stored in the system are now automatically converted to UTC. The migration runs on its own, but you should verify your data after
• Some older parts of the version 16 codebase that were marked for removal have now been removed in version 17
• Third-party packages may not yet be compatible with version 17. Check this before you begin
• Any custom extensions built for the older back office will need to be reviewed

For a clean, lightly customized version 16 site, the upgrade is manageable.

For sites that have heavy custom builds, older packages, or complex integrations, expect more planning and testing time.

When Does Upgrading to v17 Make Sense?

Staying in the Umbraco ecosystem is the right call if:

• Your development team works in .NET and knows Umbraco well
• You are on Umbraco Cloud and benefit from its managed setup
• You actively use Umbraco-specific products like Umbraco Commerce, Umbraco Engage, or Umbraco Workflow
• Your site is relatively clean with no major legacy customizations
• You are not planning a platform change right now

One more thing worth thinking about. Umbraco has been around for over 20 years and shows no signs of going anywhere.

If your team is already invested in the platform, staying and upgrading is a good long-term decision. The question is whether the platform still fits how your business operates today.

Option 2: Migrate from Umbraco 16 to WordPress

Why EOL Is the Right Moment to Rethink Your Platform

Here is something worth sitting with.

Umbraco's end of life forces you to act. And since you are already making a change, it is worth asking a bigger question: is Umbraco still the right platform for how your team actually works today?

Many organizations adopted Umbraco years ago because their development team worked in .NET or because the platform gave them the control they needed at the time. That was the right call then.

But digital teams have changed. Marketing teams are bigger. Content moves faster. SEO, campaigns, and digital growth are now owned by non-developers, who often feel the friction of Umbraco every single day.

So the question is no longer just "does this CMS work?" It is, "Does this CMS work for how we actually operate today and how we want to operate three years from now?"

What Decision-Makers Are Really Weighing

If you are the person building the case for a migration internally, you already know the hardest part is not the technology. It is getting buy-in from people who are weighing cost, risk, and disruption.

Here is what is typically keeping leadership up at night:

• "What does this cost, and is the ROI clear?"
• "How long will the site be disrupted during migration?"
• "What happens to our SEO rankings?"
• "Can we actually maintain this new platform without adding headcount?"
• "Are we trading one set of problems for another?"

These are fair concerns. And WordPress, when implemented properly by the right team, addresses all of them directly.

• Lower ongoing development cost.
• A faster content workflow.
• A larger talent pool.
• Better SEO tooling out of the box.
• A platform with no forced version migrations every few years.

Why More Enterprises Are Moving to WordPress

WordPress powers over 40% of all websites on the internet. That includes large enterprises, global media companies, and complex multi-site platforms. It is not just a blogging tool. It is a mature, enterprise-ready platform.

Here is why it keeps coming up as the alternative to Umbraco:

Your marketing team can actually work on their own

In Umbraco, even small layout or content changes often need a developer. That means tickets, wait times, and a content team that cannot move at the speed the business needs.

WordPress's block editor lets marketing and content teams create pages, update layouts, and publish without waiting on anyone. Developers still handle the complex stuff. But the day-to-day is no longer a bottleneck.

Hiring becomes much easier

Umbraco runs on .NET. That is a smaller, more specialized talent pool. Finding developers who know the platform well takes time and costs more.

WordPress has one of the largest developer communities in the world. Whether you are hiring in-house, working with freelancers, or partnering with an agency, finding skilled WordPress talent is faster and generally more cost-effective.

A much bigger ecosystem of tools and integrations

Umbraco supports extensions, but the library is limited. Most enterprise marketing tools, CRMs, analytics platforms, and personalization engines have direct WordPress integrations available as plugins.

That means less custom development to get your stack connected, and a faster time to market when you want to add something new.

Better SEO without custom builds

WordPress has mature, well-tested SEO plugins like Yoast and Rank Math. Clean URL structures, XML sitemaps, structured data, and image optimization without writing a single line of custom code.

In Umbraco, getting to the same level of SEO capability usually requires custom development work.

No vendor lock-in

WordPress is open source. You own your codebase, choose your hosting, and tools. You are not tied to any single company's roadmap or pricing decisions.

If a better tool comes along, you can bring it in without rebuilding your entire platform.

WordPress Is Enterprise-Ready

A common hesitation we hear is: "But is WordPress really built for enterprise?"

The short answer is yes.

WordPress handles high-traffic sites, complex multi-site setups, multilingual platforms, and sophisticated integrations. Explore our case studies to see it in action.

Managed WordPress hosting providers like Kinsta, Pantheon, Hostinger, and Bluehost offer infrastructure built for enterprise scale: automatic scaling, CDN delivery, daily backups, uptime monitoring, and proactive security scanning.

Role-based access control, custom editorial workflows, and governance structures can all be implemented. Enterprises with strict compliance requirements use WordPress every day.

The platform has matured significantly. The question is not whether WordPress can handle enterprise needs. It is whether it is the right fit for your specific setup.

Umbraco 17 vs WordPress: A Side-by-Side Look

Still not sure which way to go? This table breaks it down across the factors that actually matter to your team and your business.

Factor	Umbraco 17	WordPress
Ease of use for content teams	Structured editor with guardrails. Most layout changes still need a developer	Block editor lets marketing teams build and publish pages without developer help
Developer talent pool	Smaller pool of specialists. Requires .NET experience	One of the largest developer communities in the world. Much easier to hire
Upgrade and maintenance	Version 17 is supported until November 2028. Forced upgrades every few years	Continuous updates. No forced version migrations
Plugins and extensions	Around 300 to 400 packages are available	Over 60,000 plugins. Most tools your team already uses have a direct integration
SEO tools	Custom development usually required to match enterprise SEO needs	Mature plugins like Yoast and Rank Math are available out of the box
Hosting options	Requires .NET compatible hosting. Umbraco Cloud is the managed option	Works on almost any hosting setup. A wide range of managed WordPress hosts is available
Multilingual support	Built into the content model natively	Needs a plugin or manual setup
Headless architecture	Content Delivery API built in. Strong native headless story	Possible via REST API. Very capable but feels more adapted than native
Open source	Yes, MIT license	Yes, GPLv2
Vendor dependency	Tied to Umbraco's roadmap and product decisions	Community governed. No single vendor controls the platform
Cost	Free core CMS. Umbraco Cloud and add-ons like Commerce and Workflow are paid	Free core CMS. Hosting and premium plugins are the main costs
Long-term support	Version 17 supported until November 27, 2028	No forced EOL cycles. Updates are continuous

In short, Umbraco 17 gives you a clean, structured platform if your team is already in the .NET world. WordPress gives you speed, flexibility, and a much bigger ecosystem if your team wants to move fast and stay independent.

So, Which Path Is Right for You?

There is no universal right answer here. The best choice is the one that fits how your team works and where your business is headed.

Here is a simple way to think about it.

Choose Umbraco 17 if:

• Your development team works in .NET and already knows Umbraco well
• You actively use Umbraco-specific products like Umbraco Commerce, Umbraco Engage, or Umbraco Workflow
• Your site is on Umbraco Cloud, and the upgrade from version 16 is straightforward
• You want to stay on a single, structured platform without changing your tech stack
• Your site has minimal customizations, and the move to version 17 is a clean lift

If most of these apply to you, upgrading is the logical next step. Plan it properly, test thoroughly, and you will be in a good place through November 2028.

Choose WordPress if:

• Your marketing team waits on developers for regular content updates and layout changes
• You want access to a larger talent pool and more agency options without paying a premium
• You are not using any Umbraco-specific products that would need to be replaced
• You are already planning a redesign or a structural overhaul of your website
• You want SEO and content workflows that work out of the box without custom builds
• You want the freedom to host anywhere, integrate any tool, and scale without being tied to one vendor's roadmap

If most of these sound familiar, this EOL moment is a genuine opportunity.

You are already doing the work of a migration. The question is just whether you migrate to version 17 or to a platform that removes the friction your team deals with every day.

Ready to Make Your Move?

Umbraco 16's end of life is not just a deadline. It is a decision point.

If you are upgrading to version 17, the path is clear. Plan it properly, check your packages, test everything, and you will have a stable platform to work on through 2028.

If you are considering WordPress, this is the right time to make that move. You are already doing the work. The only question is whether you come out of it on a platform that removes the friction your team deals with every day.

The real question is not which platform has more features—it is which one helps your team move faster, and your business grow without constant roadblocks.

If you are leaning toward WordPress, WPoets specializes in Umbraco to WordPress migrations. We handle the full process, from content and structure to SEO preservation and integrations, so nothing gets lost in the move.

Learn more about our Umbraco to WordPress migration service.

Not sure which path makes more sense for your specific setup? A short conversation with our team can bring a lot of clarity. Get in touch here.

You've worked hard to get your website where it is today.

The traffic didn't come overnight. The rankings took months, or sometimes years of consistent effort. And now you're considering a move to WordPress.

But something's holding you back - What if the migration wipes out all of that?

You're not the only one to think so…

Most businesses that come to us with migration plans have the same worries:

• What happens to all my URLs? Will Google lose track of my pages?
• My top-ranking pages took forever to get there. What if they disappear from search results?
• I have no idea if my metadata and page structure will carry over.
• I've heard of websites losing more than half their traffic after a migration. What if that happens to me?

These are real risks because we can’t deny they've tripped up businesses before.

The truth is, most SEO losses during a migration come down to a few avoidable mistakes.

• Missing redirects.
• High-value pages accidentally removed during a redesign.
• A site structure that search engines can no longer read properly.

Here's the other truth: none of that has to happen to you.

When a migration is planned carefully with SEO at the center of every decision, search engines can follow along without losing a beat. Your rankings, authority, and traffic don't have to go anywhere.

In fact, a well-executed WordPress migration often ends up improving SEO performance most of the time

Better site structure. Faster load times. More control over your content.

So how do you make sure a migration goes the right way?

We'll walk you through every phase to show you what we do before the migration, during it, and after your new WordPress site goes live. And at the end, we’ll share our simple checklist that makes sure nothing gets missed

Phase 1: Pre-Migration - Auditing a Website Before Touching It

People often jump straight into building the new WordPress site.

Pages get restructured. URLs get changed. Old content gets left behind. And by the time the new site goes live, there's no record of what the old one looked like.

That's how rankings disappear.

Therefore, it's important to have a clear picture of what you have in the beginning - what's live, what's ranking, and what Google is paying attention to on your current site.

Here's what to do.

Crawl and Document the Existing Site

Every page that exists today needs to be accounted for in the new site.

Therefore, saving up a complete list of every URL along with the data attached to each one, like the title tags, meta descriptions, heading structures, internal links, canonical tags, and status codes is a good idea.

This can be done using tools like Screaming Frog or Sitebulb that crawl every page.

Other things that can be covered up here are:

Recording all on-page SEO elements

Every page on a website has SEO signals like Title tags, Meta descriptions, Headings, Image alt text, and Canonical tags attached to it. Google uses these to understand what each page is about and how to rank it.

It is important to carry them over so Google doesn’t have to start figuring things out from scratch again. It’ll save time and avoid drastic drops in rankings.

This also means going through the high-value pages and recording every element is important. The crawl data export we mentioned above will help here.

Taking stock of the content

Not everything on your current website will need to be moved. Therefore, it's important to go through the existing content with fresh eyes.

You won’t want to move the following:

• Old blog posts with outdated information.
• Landing pages for campaigns that ended two years ago.
• Thin pages that were never bringing in traffic.

When you decide you don’t need them, pages can’t just be removed. We will need to check if a page has backlinks pointing to it or any organic traffic that comes over. Removing it without a redirect means losing that SEO value entirely.

For every page you decide to remove, you need a plan - either redirect it to the most relevant page on the new site, or serve a proper 410 (gone) status to tell Google the page no longer exists.

Managing the Hreflang tags for multilingual websites

If your current website serves visitors in more than one language, you likely have hreflang tags that tell Google which version of a page to show to users in different countries or languages.

Before migrating to WordPress, these tags need to be documented carefully and rebuilt correctly on the new WordPress site. If they break during the migration, Google may start showing the wrong language version of your pages to the wrong users, and that affects rankings.

Identify Your High-Value Pages

Not all pages on the website are equally important.

Some pages bring in most of your traffic, some rank for the keywords, some have earned backlinks from other websites. Those links carry real authority.

Therefore, it is important to sort and prioritize pages you cannot afford to lose during migration.

This is where we can pull data from Google Search Console and Google Analytics and look for 

• Pages with the highest organic traffic
• Pages ranking for your most important keywords, pages with the strongest backlink profiles
• Pages that drive enquiries or sales

Map Old URLs to New WordPress URLs

You don’t want broken links confusing crawlers, resulting in low rankings. Mapping URLs is one step that prevents more SEO damage than the rest.

Every migration comes with a few, if not many, URL changes. It is important to know which old URL maps to which new one.

That’s why building a simple spreadsheet listing the Old URL, New URL, and Priority will help. 

This document drives your redirect setup. Without it, URLs are most likely to get missed.

While everyone focuses on pages here, URLs pointing to images, PDF files, media files, etc. also have to be considered. You won’t want to lose your position if images from your website are ranking.

Benchmark Current Rankings and Traffic

Before the migration, it is important to make a note of the current position of the website. To do so, we need to:

• Export keyword rankings and performance data from Google Search Console, Ahrefs, or Semrush.
• Note monthly organic traffic.
• Record where the top pages sit in search results today.

This gives a measurable reference to be compared with that of the new site. If anything drops after the migration, it’ll be easier to respond quickly, as this data will help track what went wrong.

Document Schema Markup

Schema markup helps Google display rich results in search, like star ratings, FAQs, or article details. These are easy to overlook during a migration, and losing them can affect how pages appear in search results even if rankings stay the same.

If a current site uses structured data like Organization, Service, Author Review, FAQ schema, breadcrumb schema, or review schema, these have to be noted down and rebuilt on WordPress.

Google's Rich Results Test helps check which pages have schema in place and what type.

Freeze Content Edits

New pages, updated copy, or restructured navigation can create discrepancies between the audit data and the actual site by the time migration begins.

Any changes to the live site have to be paused once the pre-migration audit is underway.

A content freeze keeps the reference data accurate. It also means there's less chance of something slipping through the gaps during the move.

Take a Backup

If something goes wrong during the migration, a clean backup means the old site can be restored to start over again without losing anything.

Therefore, it is important to take a full backup of the current site before anything changes on the technical side. This means - the database, files, .htaccess configuration, etc.

You can read more about the best backup and restore WordPress plugins.

Phase 2: During Migration - Building It Right the First Time

The audit is done. The groundwork is in place.

Now comes the part where most SEO damage can actually happen. That’s because most often people get busy focusing on the look and feel rather than the technical details.

The second phase is about making sure everything that’s documented in Phase 1 makes it across to the new WordPress site.

Preserve URL Structures Where Possible

A URL that already works, ranks, has backlinks, and brings in traffic is best left as it is.

WordPress lets us set custom permalink structures. So in many cases we can match what was there before.

The fewer URLs are changed, the fewer redirects need to be set up. And the fewer redirects, the less room there is for something to go wrong.

URLs should only be changed if there's a good reason to do so. If it does not need to change, it should be added to the URL mapping document before the new site goes live.

Set Up 301 Redirects for Every Changed URL

A 301 redirect tells Google that a page has permanently moved to a new address. It passes the ranking authority from the old URL to the new one. Without it, anyone or any search engine visiting the old URL hits a dead end.

Therefore, it's important to go through the URL mapping document and set up a redirect for every single URL (including pages, images, media files, etc.) that has changed.

While in this step, there’ll be a couple of instances to watch out for:

• Redirect chains: This is when Page A redirects to Page B, which redirects to Page C. Each redirect dilutes the SEO value being passed. Such instances need to collapse so the old URL points directly to the final destination.
• Redirect loops: This is when Page A redirects to Page B, which redirects back to Page A. It breaks the page entirely. These have to be identified before the site goes live.

Redirects can be managed through the .htaccess file or a WordPress plugin like Redirection.

Recreate All On-Page SEO Elements

The best way to recreate on-page SEO elements on a WordPress website is to use an SEO plugin like Yoast SEO or Rank Math.

Once the plugin is installed, every title tag, meta description, heading structure, and image alt text needs to be in place on the new site before it goes live. This might require a manual check to ensure everything is in place—especially for the high-value pages on the website.

Some page builders and WordPress themes generate their own headings automatically sometimes. This can conflict with or override what is being set. Therefore, a manual check will also help in identifying pages with duplicate H1s (if at all).

Fix Internal Links

Internal links on a website ease navigation. Every link inside the website that points to an old URL needs to be updated.

If there are 301 redirects, visitors will still get to the right place. But internal links going through redirects put unnecessary load on the server and weaken the flow of SEO value through the site. Google also prefers to follow direct links, not chains.

The cleanest way to fix this is a database-level search and replace. A plugin like WP Migrate or Better Search Replace helps to swap out old URLs for new ones across the entire WordPress database in one go.

After that, it's important to run a crawl of the new site and check that no internal links are returning errors or going through redirects. Every internal link should point directly to a live page.

Migrate/Recreate the XML Sitemap and Robots.txt

The XML Sitemap and Robot.txt files tell search engines where to go and where not to.

• XML Sitemap: The sitemap is a list of all the pages Google should index. Once the WordPress site is built, a fresh sitemap can be generated using the SEO plugin. It's important to make sure it only lists pages that actually need to be indexed, and that no old URLs have crept in. The XML Sitemap has to be submitted to Google Search Console once the site goes live.
• Robots.txt: This file tells search engines which parts of the site they're allowed to crawl. During development and testing, it's common practice to block search engines from crawling the staging site. If that block doesn't get removed before the site goes live, Google can't crawl any of it. Rankings drop fast. It's important to double-check the robots.txt file before launch. There should be no Disallow: / rule sitting in there.

Replicate Schema and Structured Data

If the old website has some schema markup implemented, it is important to bring it over to the new WordPress website.

Without schema markups, it becomes difficult for search engines to understand the context of the website, and the site will lose its visual enhancements in search results (like Organization,  Person, Service, Professional service, star ratings, or FAQs), which drastically decreases click-through rates.

Schema markup is easy to overlook during a migration because it doesn't change how the site looks. But it changes how Google reads it.

Most SEO plugins handle common schema types. For more specific or custom schema, adding a JSON-LD code manually to the relevant pages helps. Schema Validator and Google's Rich Results Test help confirm everything is valid and being picked up correctly once the schema is implemented on the new website.

Phase 3: After the Launch - The First 90 Days Matter More Than You Think

By the time you reach here, the new WordPress site is live. The hard work is done.

But the first 30 to 90 days after a migration could see some problems surface.

Google is re-crawling the site, re-evaluating pages, and deciding how to treat the new URL structure. If something went wrong during the migration, this is when it’ll be highlighted.

The good news: if issues are caught early, they can be fixed before they do the real damage.

Here's what to stay on top of…

Resubmit the Sitemap to Google Search Console

The first thing to do after the new site goes live is to resubmit the sitemap to the Google Search Console.

This can be done by logging in to the Google Search Console, going to the Sitemaps section, and submitting a new XML sitemap. This tells Google exactly where the pages are and prompts it to start crawling the new site.

If the domain changed during the migration, the new domain has to be added and verified as a property in the Search Console before submitting anything.

Crawl the Live Site Immediately After Launch

To ensure problems (if any) are caught before Google does, it is important to run a full crawl of the new site as soon as it goes live.

Things to look for in this crawl are:

• Pages returning 404 errors that Google will try to visit and find nothing at.
• Redirect chains that need to be collapsed.
• No pages should be accidentally blocked in the robots.txt.
• Missing title tags, duplicate meta descriptions, or pages without H1 headings.
• Pages showing up in Crawled - currently not indexed

Compare this crawl against the one in Phase 1. Every page that existed before should either be live on the new site or have a redirect in place. If something is missing, it needs to be fixed now.

Monitor Rankings and Traffic Weekly

In the first few weeks after migration, small fluctuations are normal. Google takes time to process the changes and re-index pages.

This is where it is important to pull up the benchmark data recorded before the migration and start comparing.

A minor dip in traffic or a few positions lost on certain keywords is okay. If a high-value page that was sitting on page one has disappeared from the first three pages, that's a signal something went wrong.

Things to be checked in this case are:

• Whether the redirects are in place
• Whether the on-page SEO elements are there
• Whether Google has indexed the new URL

The faster a problem is found, the faster things can be fixed. This is why monitoring rankings is important.

Check Backlinks

Backlinks pointing to old URLs are only useful if those URLs redirect correctly to the new ones. That’s why the steps to map URLs and set up 301 redirects are important.

Tools like Ahrefs, SEMrush, or Google Search Console's Links report help to check which external sites are linking to the website and where those links are landing. If any of these are hitting 404 pages, it means a redirect was missed.

Every backlink that lands on a dead page is a loss. So, it is important to fix them.

Test Core Web Vitals and Page Speed

Moving to a new WordPress setup can change how quickly the pages load.

Testing core vitals can be done using the Search Console and the page speed can be checked using the Google PageSpeed Insights.

If performance has dropped, understanding what’s causing it will help fix it soon. A heavy theme, too many plugins, unoptimized images, or a lack of caching can all slow a WordPress site. These are fixable but need to be caught early because page speed is a ranking factor.

Watch for Duplicate Content Issues

WordPress, by default, can create multiple versions of the same content. Pages like Category pages, tag archives, author pages, and pagination can all generate URLs that contain similar or identical content.

If Google indexes multiple versions of the same page, it has to decide which one to rank. It often gets this wrong or splits the ranking value between them. It's important to keep an eye on the Search Console coverage report for pages being indexed.

Canonical tags can be used to point Google to the preferred version of each page, and no-index settings can be applied to archive pages or thin content that shouldn’t be shown in search results.

Keep an Eye on Search Console for Errors

Search Console will show how Google sees the site in real time. This needs to be looked at at least once a week for the first three months.

• The Coverage report will flag pages that couldn't be indexed and tell why.
• The Performance report will show whether the clicks and impressions are trending in the right direction.
• The Enhancements section will highlight any issues with the schema markup or Core Web Vitals.

An early fix here will help maintain and manage the website rankings.

Most post-migration issues are fixable. The ones that cause lasting damage are the ones that go unnoticed for weeks or months.

The Upside: What WordPress Now Makes Possible

If you are still having second thoughts about moving to WordPress, here's something worth stepping back to appreciate: After moving to WordPress, you're not just in the same position you were before. You're in a better one.

WordPress gives a level of control over SEO that most other platforms don't. And once the website is on it, here’s what can be put to use:

• SEO plugins that do the heavy lifting: Plugins like Yoast SEO and Rank Math give real-time SEO feedback, like flagging missing meta descriptions, weak titles, and keyword issues before anything goes live.
• Schema markup without the headaches: Most SEO plugins handle structured data like articles, FAQs, breadcrumbs, and more without touching a line of code.
• Full control over the site structure: WordPress gives full control over the site structure - the navigation, category hierarchy, and internal linking. This makes sure Google always knows which pages matter most.
• Page speed that can actually improve: Caching plugins like WP Rocket and W3 Total Cache can significantly reduce load times. A faster site means better rankings.
• A content system built for growth: WordPress makes it easy to organize, publish, and maintain content consistently.

Moving to WordPress need not just be a survival but an upgrade if done the right way!

In the Closing - Migrate With a Plan, Not With Hope

A WordPress migration is not a threat to your SEO. An unplanned one is.

The difference between businesses that come out of a migration with rankings intact and those that don't most of the time comes down to one thing - the preparation.

The consequences of getting it wrong are real.

In October 2024, Beroe Inc. migrated their website to a new platform expecting better traffic, more leads, and stronger performance. The outcome was the opposite. A poorly handled migration led to an approximately 80% drop in website traffic and lead generation. Years of organic growth, gone in weeks.

That's not a worst-case scenario. That's what happens when a migration is treated as a design project instead of an SEO-critical one.

This shouldn’t always be the case.

Every step listed above will help prevent that outcome. When each of the phases, like the audit, the redirects, the on-page checks, and the post-launch monitoring, is followed carefully, search engines move with the site instead of losing track of it, things fall in place.

Done right, a WordPress migration doesn't just protect your SEO. It gives you a better foundation to grow from.

Need a seamless SEO-safe WordPress migration? Get in touch with our team to plan your move the right way.

Introduction

If your enterprise website is running Kentico Xperience 13, an important deadline is approaching. With the end of support set for December 31, 2026, the question is no longer if you need to act; it’s what direction you should take next.

For most enterprises, a CMS isn’t just a publishing tool. It’s what teams rely on every day to launch campaigns, manage content, and support customer journeys across digital channels. It also directly impacts how effectively you generate leads, convert traffic, and scale your digital growth.

As the end of life approaches, it raises real concerns around security, scalability, operational efficiency, and the long-term cost of continuing on an unsupported platform.

Enterprises today are evaluating two clear paths:

• Upgrade to Xperience by Kentico
• Migrate to WordPress

Both are strong enterprise CMS options, but each comes with different trade-offs.

This blog helps various stakeholders understand the risks, options, and key considerations so they can make a well-informed decision for their organization.

Kentico 13 EOL Explained: Timeline, Risks & Impact

Official End-of-Life Timeline

Kentico has published a clear product support lifecycle for Kentico Xperience 13. Understanding each phase is essential before any planning begins.

From January 1 to December 31, 2026, Kentico will offer limited support, focused only on critical security fixes. There won’t be any new features, improvements, or regular updates; this phase is purely about keeping things secure, not moving the platform forward.

From January 1, 2027, support stops completely. There’ll be no security updates, no fixes, and no assistance from the vendor. If you continue using the platform after this, you’re essentially on your own, taking on all the risk and responsibility.

What Happens When Support Ends

When Kentico Xperience 13 reaches the end of life, your website doesn’t suddenly stop working. It continues to run, but that continuity comes with increasing risk over time.

The platform won’t get any security patches, so any new vulnerabilities found after January 1, 2027, will stay open.

Kentico’s support policy makes this clear: once support ends, all risks and liabilities, including those from security incidents, shift entirely to your organisation. This has direct implications for governance and compliance. 

Security, Compliance & Business Risks

Running unsupported software in a production environment puts enterprises in a high-risk position. Once Kentico 13 reaches end of life, any new vulnerabilities will have no official fixes, leaving systems exposed. For organizations handling sensitive data like customer records, financial details, or personal information, this risk only grows over time.

From a compliance standpoint, this creates real challenges. Standards and compliance requirements like ISO 27001, SOC 2, GDPR, and HIPAA require organisations to protect data, manage security risks, control access, and maintain supported systems. Running unsupported software can therefore be flagged during audits as an unmanaged risk, even if no incident has occurred. And if something does go wrong, it becomes much harder to justify, often leading to a loss of trust and damage to your enterprise's reputation.

.NET 6 EOL

Kentico Xperience 13 is built on Microsoft’s .NET 6 framework, which reached end of support in November 2024, adding another layer of risk beyond Kentico’s own EOL.

If you haven’t moved to .NET 8 via Kentico 11 Refresh, you’re running on a fully unsupported stack. This means vulnerabilities at both the CMS and framework levels are no longer being patched, increasing exposure across your entire system.

Kentico Upgrade vs WordPress Migration: Your Two Options

At this stage, organizations typically choose between staying within Kentico or moving to WordPress. The right choice really comes down to what best fits your organization's needs, priorities, and long-term goals.

Option 1: Upgrade to Xperience by Kentico (XbyK)

Why It’s a Replatform, Not Just an Upgrade

The single most important thing to understand about moving from Kentico 13 to Xperience by Kentico is that it is not a standard version upgrade. Kentico itself describes XbyK as a next-generation platform, architecturally different from Kentico 13 in its foundation, its content model, and its delivery approach.

Templates, custom modules, and back-end code from Kentico 13 cannot be carried over directly. It needs to be rebuilt within XbyK’s architecture. The content model has to be restructured, workflows reconfigured, and integrations set up again. For organizations with heavily customized Kentico 13 installations, this is a full rebuild rather than a simple upgrade.

Key Features: SaaS, Hybrid Headless, AI (AIRA)

Xperience by Kentico introduces capabilities that go beyond what was available in Kentico Xperience 13, representing a significant step forward in how the platform is architected and delivered.

Xperience by Kentico is available in both SaaS and self-managed deployment models. For organizations choosing the SaaS option hosted on Microsoft Azure, much of the infrastructure and platform maintenance overhead is handled by Kentico, including ongoing security updates and platform improvements. 

This reduces the need for large version-based upgrade projects, although teams still need to plan for testing, validation, and compatibility checks as updates are introduced.

The platform supports a hybrid headless architecture, enabling organizations to manage content centrally while delivering it across websites, mobile applications, and other digital channels. This makes XbyK a strong fit for teams running complex, multi-channel experiences where consistency and control really matter.

Artificial intelligence is embedded throughout the platform via AIRA,  Kentico's AI assistant. It supports tasks such as content creation, automatic image tagging, metadata generation, and so on.

Since all the data stays within the Kentico environment, this helps address privacy and governance concerns, particularly in regulated industries where data handling requirements are stricter.

Migration Complexity: Low, Medium, High

Migration complexity can vary significantly depending on how your Kentico Xperience 13 implementation has been built. Understanding this upfront helps set realistic expectations around budget, timelines, and effort.

While Kentico provides tools and APIs to support content and data migration, the overall effort typically falls into three broad categories:

• Low complexity: The Kentico Migration Toolkit transfers data directly and accurately into the target XbyK instance. Minimal developer effort is required beyond configuration.
• Medium complexity: The migration tool can transfer data, but considerable developer effort is required to ensure that features function as they did previously in Kentico 13.
• High complexity: In some cases, the team will need to rebuild the feature in XbyK from the ground up, especially if it works very differently, isn’t supported by the migration tool, or isn’t available out of the box on the new platform.

For most enterprises with customized Kentico 13 setups, whether it’s custom modules, complex workflows, or multiple integrations, the migration typically takes about 6 to 9 months, depending on how extensive the setup is.

Option 2 (Recommended): Migrate from Kentico to WordPress

Why Enterprises Are Choosing WordPress over Kentico

• Kentico 13 End-of-Life is prompting a strategic rethink - Since a rebuild is required, many enterprises are taking the opportunity to rethink their CMS choice rather than an upgrade. The conversation is shifting from “Should we upgrade Kentico?” to “Is Kentico still the right platform for us?”
• Marketing independence with WordPress - Kentico’s developer-heavy content model can slow teams down, with even simple updates often needing developer involvement. WordPress, with the Gutenberg block editor, allows marketing teams to create, edit, and publish content independently at scale.
• Wider talent availability and scalability - Kentico has a relatively smaller global ecosystem, which can make hiring experienced developers or onboarding new partners more time-consuming and require significant investment in hiring and retaining talent. WordPress has a much larger talent pool, making it easier to scale teams and onboard new agencies.
• Better alignment with actual business needs - Kentico’s DXP capabilities, such as personalization, marketing automation, and advanced integrations, can be powerful, but not all organizations fully utilize them. For teams primarily focused on content, publishing, and SEO-driven growth, WordPress can offer a more streamlined and cost-effective fit.
• Reduced technology lock-in and better flexibility: Kentico’s foundation in the .NET ecosystem can be advantageous for organizations already aligned with Microsoft technologies, but it may introduce constraints for others. WordPress, built on PHP, integrates more easily across a wider range of hosting environments and technology stacks, offering greater flexibility in how systems are designed and extended.

WordPress for Enterprise

WordPress has a proven track record at the enterprise level, powering high-demand, secure, and complex digital platforms. Its capability at scale is well established, not just theoretical.

WordPress can be moulded as per the needs of the enterprises, whether it's headless or hybrid architectures, advanced caching strategies, role-based access controls, integration with external systems like CRMs, DAMs, and analytics platforms, or custom workflows; it can be adapted the way enterprises want it

It’s also backed by a mature ecosystem of managed hosting service providers, which offer features such as content delivery networks (CDNs), automated backups, SSL management, uptime monitoring, proactive security scanning, and horizontal & vertical scaling. 

These capabilities help organizations achieve operational standards comparable to those typically implemented with platforms like Kentico Xperience 13.

Xperience by Kentico vs WordPress: Key Differences

Factor	Xperience by Kentico	WordPress
Ease of Use for Marketers	Kentico provides a structured content editing experience, often tied closely to predefined templates and workflows.  This ensures visual consistency in published content, especially for enterprises with strict approval processes where multiple teams contribute to content on various content types.  However, this can introduce dependency on developers, especially when creating new page layouts, modifying components, or launching new campaigns. This can slow down execution as marketing teams have to rely on developers for unsupported out-of-the-box changes.	WordPress is designed with content creators in mind, particularly through the Gutenberg block editor.  Marketers can create, edit, and manage their entire content inventory using reusable blocks without needing developer involvement for most tasks.   This significantly improves speed and autonomy for marketing teams, enabling faster campaign execution and iteration.  While governance still needs to be enforced through user roles and content publishing workflows, WordPress generally offers a more intuitive and flexible editing experience for non-technical users.
Marketing Capabilities	Built-in DXP: includes marketing automation, personalization, A/B testing, email campaigns, and analytics in one platform. An "all-in-one" approach can lead to feature bloat or underutilization, where organizations pay for capabilities they don’t fully use.  Customizing or replacing parts of the marketing stack can also be restrictive.	Core CMS with extended capabilities via plugins and integrations.  Best-of-breed ecosystem approach through integrations.  Freedom to choose the right tools for your marketing maturity, giving you more flexibility as your needs grow.
Custom Development Approach	Xperience by Kentico follows a structured, opinionated development model built on the .NET ecosystem. Developers typically work within the platform's defined architectural patterns, content models, and APIs. This ensures consistency, governance, and alignment across teams, which is valuable in large organizations with strict development standards.   However, extending beyond the platform’s built-in capabilities often requires custom modules, deeper backend work, and specialized expertise.  This can slow down development cycles, especially when requirements are evolving or experimental.  Changes tend to go through longer development and testing cycles.	WordPress offers a flexible and modular development approach. With an open-source core, developers can build using themes, plugins, APIs, or headless architectures depending on requirements. There are fewer constraints on how solutions are implemented, allowing teams to move faster and experiment more easily. This flexibility enables rapid iteration and customization, especially for marketing-driven use cases.  However, it also requires strong architectural discipline and governance to avoid technical debt. In enterprise environments, success depends on well-defined standards, code quality, and controlled use of plugins.
Platform Architecture	Proprietary, .NET-based platform with vendor-controlled roadmap and updates. Higher implementation complexity and tighter coupling to platform conventions. It is well-suited for organizations that prefer a single, opinionated system with predefined patterns for content modeling, delivery, and integrations.	Open-source, PHP-based platform governed by a global community. Teams can evolve their system without replatforming, swapping frontends, or integrating new services without being constrained by a single vendor-defined model.
Vendor Dependency	Kentico Xperience 13 operates as a vendor-managed platform with licensing, a defined product, roadmap, and controlled release cycles. This brings stability and predictable support, which many enterprises value. However, it also means your technology direction is closely tied to the vendor’s priorities, not just your own. In practice, this shows up in a few ways. If Kentico shifts its roadmap, such as moving toward a new architecture like Xperience by Kentico (that's the reason for having this blog in the first place), you’re often required to adapt your system accordingly, even if it wasn’t part of your original plan. Delaying upgrades isn’t always a viable option, as support lifecycles and security requirements eventually force an upgrade.	WordPress is open-source, which means organizations retain full control over where it’s hosted, how it’s architected, which tools it integrates with, and so on and so forth.  For enterprises, this gives their marketing teams far more operational flexibility. You can move between hosting providers (e.g., from one managed host to another or to your own cloud setup) without rebuilding the platform. Agencies and development partners can be swapped without being locked in.   This also applies to the technology stack. WordPress integrates easily with CRMs, marketing tools, analytics platforms, and custom systems.  If your requirements change, such as switching from one marketing automation platform to another, you can integrate newer systems without replacing the CMS itself.  This reduces the risk of having to replatform just because one part of your stack changes.  Of course, switching between vendors, stacks, or setups isn't something you’d do frequently, but you still have the flexibility to explore options when needed.

Kentico vs WordPress: Total Cost of Ownership (TCO) Comparison

When evaluating a CMS at the enterprise level, the real cost goes far beyond the initial implementation. Licensing, infrastructure, retainers, integrations, maintenance, and internal operational effort all contribute to the total cost of ownership over time.

Licensing vs Open-Source Cost Benefits

Xperience by Kentico operates on a subscription model. Self-managed licenses start from approximately $990 per month (~$11,900/yr), while the SaaS tier starts from approximately $1,990 per month (~$23,900/yr). Enterprise configurations with advanced features can reach $100,000 per year or more.

WordPress, on the other hand, is free and open-source, with no licensing fees for the core software. However, running WordPress at an enterprise level still involves costs. 

Managed hosting starts at $250/year and goes beyond $8000/yr or more. For mission-critical projects, it will go even higher.

Kentico TCO

With Xperience by Kentico, the cost structure is more platform-centric. Licensing itself is a major factor, with self-managed plans starting around ~$12K/year and SaaS plans beginning around ~$24K/year, while enterprise deployments can exceed $100K annually depending on scale and feature requirements. 

Infrastructure costs for self-managed environments typically range between ~$12K–$30K/year, while SaaS deployments bundle hosting into the platform pricing.

Implementation costs also tend to be significantly higher due to platform complexity, specialized .NET development requirements, and enterprise architecture needs. 

Real-world enterprise implementations commonly range from ~$200K to $750K+, especially for organizations running multi-site, multi-brand, multilingual, or highly integrated ecosystems.

Beyond implementation, ongoing maintenance and operational support become another major consideration. 

Many organizations continue with monthly retainers for custom development hours enhancements, integrations, bug fixes, performance optimization, and so on. 

One of the less visible long-term costs with Kentico is specialized talent dependency. 

Experienced Kentico and .NET developers are harder to hire and retain compared to WordPress developers, which can increase both agency costs and internal hiring effort over time.

WordPress TCO

With WordPress, the cost structure works differently. The platform itself is open-source with no licensing fee, which removes a significant annual recurring platform expense. However, enterprise WordPress environments still involve meaningful investment in hosting, security, governance, development, and operational processes.

Managed WordPress hosting can start from a few hundred dollars yearly for smaller setups, while enterprise-grade environments typically range from ~$2K–$15K+/month depending on traffic, SLA requirements, and infrastructure complexity.

Implementation costs for enterprise WordPress projects commonly range from ~$50K to $250K+. It can go higher for global/multisite/multilingual setups, but comparatively less than Kentico for sure.  

Most of the time, implementation effort is reduced because the WordPress ecosystem already offers mature solutions for common enterprise requirements, allowing teams to focus more on business-specific functionality rather than rebuilding everything from scratch.

Integration costs vary significantly for both platforms, depending on workflow complexity and system architecture. 

In general, WordPress integrations can often be implemented faster because the ecosystem already offers mature APIs, extensive documentation, implementation resources, and, of course, plugins.

​Kentico integrations, while powerful, often involve more custom engineering and specialized .NET development effort depending on the enterprise architecture.

Over five years, the difference between Xperience by Kentico and WordPress becomes less about “paid vs free” and more about long-term operational flexibility, scalability, and how easily the platform can evolve with the business.

For many organizations, the real advantage of WordPress is not just lower costs but the ability to scale without being tightly constrained by platform tiers, usage caps, proprietary architecture, or forced upgrade cycles. 

Teams can focus more on continuously improving the website, driving business outcomes, and evolving customer experiences instead of worrying about major replatforming efforts every few years.

Hidden Costs You Shouldn’t Ignore

Both platforms come with costs that aren’t always obvious at the start.

With Kentico, this often shows up as higher developer costs because experienced Kentico developers are harder to find, train, and retain, and typically command significantly higher hourly rates compared to more widely available WordPress talent. 

Over time, heavy customization can also lead to vendor lock-in, making future changes more expensive. 

With WordPress, a lot of the hidden effort tends to go into maintenance, security, and scaling traffic, especially for self-hosted setups. 

Things like firewalls, malware protection, and plugin management all need ongoing attention and resources to keep everything running smoothly.

And then there are the costs, no matter which platform your website is built on, such as

• API integrations 
• Custom development 
• SEO
• UI/UX improvements 
• Compliance 
• Performance optimizations
• Continuous improvements

Decision Framework: Upgrade vs. Migrate. What Should You Choose?

As Kentico Xperience 13 approaches end of life, most organizations assume the next step is an upgrade. In reality, that’s not the decision you’re making.

You’re deciding which ecosystem your business will depend on for the next 5–10 years.

Because moving to Xperience by Kentico is not a simple upgrade, it’s effectively a rebuild. And once you’re rebuilding, the question shifts from

“Should we upgrade Kentico?”  to  “Is Kentico still the right platform for where we’re going?”

When Upgrading to Xperience by Kentico Makes Sense

Staying within Kentico is a strong choice when your organisation is already deeply aligned with its ecosystem.

You should seriously consider upgrading if:

• You actively use DXP capabilities like
  • personalisation
  • marketing automation
  • integrated campaign management
• Your teams benefit from a single, tightly integrated platform
• You are already invested in the .NET ecosystem 

You prefer a vendor-managed, opinionated system with built-in governance.

In these cases, the higher cost and structured environment are justified because you’re fully leveraging what the platform offers.

When Moving to WordPress Is the Better Long-Term Decision

For many organizations, Kentico’s EOL is less about upgrading and more about re-evaluating fit.

Moving to WordPress becomes the stronger option when:

• Your primary focus is:
  • content
  • SEO
  • marketing-driven growth
• Your teams need speed and independence, not developer-heavy workflows
• You are not fully utilising Kentico’s DXP features, making the cost harder to justify
• You want flexibility in architecture, tools, and vendors
• You want to avoid long-term dependency on a single platform roadmap

You don't want your marketers to be developers and developers to be marketers.

At this point, WordPress isn’t just a cheaper alternative; it becomes a better-aligned platform for how modern teams operate.

Conclusion

The end of support for Kentico Xperience 13 forces a decision, but it doesn’t dictate the direction.

You can stay within the Kentico ecosystem and upgrade to Xperience by Kentico, or you can take this moment to step back and choose a platform that better reflects how your teams actually operate today.

For marketing teams, that distinction matters more than ever.

The challenge most organisations face isn’t a lack of features; it’s the ability to execute quickly and independently. 

Campaigns are time-sensitive. Content needs to move faster. Experimentation isn’t optional anymore; it’s expected.

This is where platforms start to diverge.

An integrated DXP like Kentico brings structure and built-in capabilities, but it also comes with a certain level of dependency and rigidity. For organisations that fully leverage those capabilities, that trade-off can make sense.

But for many teams, the reality looks different:

• Marketing workflows depend on developers
• Advanced features go underutilised
• Speed becomes a bottleneck rather than an advantage

In that context, WordPress offers a different approach.

Not by trying to do everything in one place, but by giving teams control over how they work.

It allows marketing teams to:

• create and publish without waiting
• adapt quickly to changing priorities
• integrate the tools they actually use
• and evolve their setup over time, without being locked into a single path

This isn’t just a migration decision; it’s an opportunity to realign your platform with your business.

Because in the end, the question isn't

“Which CMS has more features?”

It's

“Which platform helps our teams move faster, adapt better, and grow without friction?”

If you’re evaluating your next step and want a clearer view of what a migration to WordPress would look like for your organization, it can help to speak with someone who has done it before.

We understand you already have a lot on your plate. Even a short conversation can bring clarity to what can otherwise feel like a complex decision. 

Talk to our migration experts. 

Introduction

Moving your site from Ghost to WordPress can seem complex, but the process is actually much simpler than it appears. If you’re planning to make the switch, you’re in the right place. 

In this step-by-step blog, you’ll learn exactly how to migrate your Ghost site to WordPress safely and quickly. 

We’ll cover everything from exporting data, converting Ghost’s JSON to WordPress-compatible CSV, importing content, preserving SEO settings, and launching your new site without losing traffic. And if you’d prefer expert help, our Ghost to WordPress migration service takes care of everything delivering a smooth, safe move with no downtime or data loss.

Why Migrate from Ghost to WordPress?

Ghost is popular for being simple, fast, and clean, perfect for writers and small blogs. But, as your site grows and you need more advanced features, Ghost’s minimalist approach can start to feel restrictive.

That’s where WordPress stands out, a flexible, open-source CMS offering unmatched control over design, functionality, and long-term scalability. You can build anything from a simple blog to a full-scale business or enterprise website with ease.

With tools like Yoast SEO and Rank Math, you can optimize your content to rank in search results. And because it supports advanced content types, custom workflows, and tons of integrations, it’s a platform that’s truly built for the future.

You also gain the advantage of a massive global community, helpful documentation, and experts who can step in whenever you need support.

So if Ghost’s minimalist setup is starting to hold you back and you want more creative freedom, powerful features, and full ownership of your site, migrating to WordPress is a smart move for your growth. 

Prerequisites and Preparation

Before you begin migrating your site from Ghost to WordPress, make sure you have everything ready to ensure a smooth transition:

1. Choose the Right WordPress Hosting

Choose a reliable WordPress hosting provider that offers fast performance, strong security, and daily backups. Managed WordPress hosts like Kinsta or SiteGround handle speed, backups, and security automatically.

If you prefer more control, you can also choose VPS hosting.

2. Install WordPress

Install WordPress, and after it's done, here are the next steps:

• Log in to Your WordPress Dashboard: Access your site admin by visiting mynewwebsite.com/wp-admin and entering your credentials.
• Choose a Simple Default Theme for Testing: To get started, activate a default WordPress theme such as Twenty Twenty-Four (the latest official default theme).

3. Optional: Create a Staging Environment

If you want to preview your migrated content before launch, set up a staging site. Many hosting providers include this feature, or you can use plugins like WP Staging. This allows you to:

• Test the import process safely
• Adjust design and functionality
• Fix any issues before live

Export Content from Ghost

The first step in migrating from Ghost to WordPress is to export all your existing Ghost content, including posts, tags, and authors.

• Log in to your Ghost Admin Dashboard.
• Go to Settings → Import/Export.

Screenshot 1: Settings → Import/Export

• Click Export your content.

Screenshot 2: Export Content

• Ghost will generate a JSON file that contains all your posts, pages, and metadata.
• Download and save this file safely; you’ll need it in the next step.

Convert Ghost Export for WordPress

WordPress does not directly import Ghost’s JSON format, so you’ll need to convert it into a CSV file.

Clean the Ghost JSON File

Ghost exports the entire database, not just your posts. This means it also includes a lot of Ghost-specific system data, such as:

• Theme configuration and design settings
• Memberships, newsletters, and subscription products
• Roles, permissions, and internal integrations
• Site settings, API keys, and system metadata

These are not supported by WordPress and can cause unwanted clutter or errors during CSV conversion and import.

Before converting the file to CSV, open the .json file in a JSON formatter (eg. https://jsonformatter.org/) and remove the following sections:

• meta
• custom_theme_settings
• newsletters
• products, offers, and billing data
• roles, roles_users
• settings
• Authentication keys and internal system records

Screenshot 3: JSON Formatter

Note: This cleanup does not affect your posts or pages; it only removes Ghost-specific system data that WordPress cannot use.

Convert JSON to CSV

Once the JSON file has been cleaned:

• Upload the simplified .json file to an online conversion tool
  https://convertcsv.com/json-to-csv.htm

Screenshot 4: JSON to CSV Converter

• Before you convert, review and adjust the settings before converting to ensure the CSV is WordPress-friendly.

Screenshot 5: Choose output options

Enable - Include header in first row and Pivot data down instead of flattening.

Note: These settings prevent formatting issues and generate a CSV that imports cleanly into WordPress.

• Convert the file directly to CSV
• Download the generated CSV file

Screenshot 6: Download CSV file

Ghost saves content in nested JSON objects. When converting, these nested structures are flattened into long, path-based column names, like: db/data/posts/0/title

Since WordPress import tools do not recognize Ghost’s internal data structure, these column headers must be renamed to WordPress-compatible fields.

Ghost to WordPress Column Mapping

Ghost CSV Column	WordPress Field
db/data/posts/0/title	post_title
db/data/posts/0/slug	slug
db/data/posts/0/html	post_content
db/data/posts/0/feature_image	featured_image
db/data/posts/0/type	post_type
db/data/posts/0/status	post_status
db/data/posts/0/published_at	post_date

After downloading the CSV file:

• Upload the CSV file to Google Sheets
• Open the file and review the first row (column headers)
• Rename Ghost-specific, path-based column names to WordPress-compatible fields.
• Save the changes and download the file again as a CSV

This step makes it easier to review, edit, and validate column names before import.

Changing column names won’t affect your content; it just helps map the data correctly for a smooth, error-free WordPress import.

Prepare Author Column in CSV

Before importing posts, ensure the CSV file includes an author-related column (for example, post_author) containing the intended author username.

If authors do not yet exist in WordPress, posts can still be imported and will be assigned to a default user. Once authors are created, posts can be reassigned or re-imported with correct author mapping.

Import Content into WordPress

There are multiple ways to move content from Ghost to WordPress. You can use the built-in WordPress importer for XML/WXR files, rely on WP-CLI or command-line tools if you’re a developer, or use import plugins for CSV files.

We’ll use the WP Import Export Lite plugin because it offers an easy, non-technical way to import Ghost CSV files while properly managing HTML content, images, authors, and duplicate posts.

1. Install the WordPress Importer Exporter Lite plugin and activate it.

2. Go to WP Imp Exp → New Import

Open the WP Import Export Lite plugin from the WordPress admin menu and click New Import.

3. Upload Your Converted Ghost CSV

Upload your CSV file containing Ghost data (converted from JSON → CSV).

Screenshot 7: New Import

Click Continue to Step 2.

4. Select "Post" as the Import Type

Screenshot 8: Select Post

In the dropdown, choose: Post

Select the option: Import new items only and Skip existing items."
(This ensures no duplicates if you re-run the import.)

Click Continue to Step 3.

5. Map Your Ghost Fields to WordPress Fields

Post Title, Content, and Excerpt

• Map post_title to {post_title[1]}
• Map Post Content to {post_content[1]}
• Map Post Excerpt to {post_excerpt[1]}

Enable: Search image through content and import images wrapped in <img> tags.

Screenshot 9: Map Title and Content

Note: Ghost’s Mobiledoc is an internal editor format and is not always included in exports. WordPress cannot read Mobiledoc data. For this reason, always use the HTML content field, which is fully rendered and universally supported for WordPress imports.

Import Images

Your converted CSV includes a featured image column, so you can map it directly during import. In WP Import Export Lite, map the featured image field (e.g., _feature_image) to WordPress’s _thumbnail_id. 

Enable: Download images hosted elsewhere

This enables image downloading so that WordPress imports the image into the Media Library.

Image Options

• Enable: Search through content and import images wrapped in <img> tags
• Enable: Set the first image as the Featured Image (_thumbnail_id)

Screenshot 10: Map Featured Image

Map the Publish Date and the Slug

• In Other Post Options→Post Dates → As specified, enter: {post_date[1]}
  • This uses Ghost’s original publish date. 
  • The date field must use a format supported by WordPress. Example: 2024-11-10 13:00:00 (YYYY-MM-DD HH:MM: SS)
• Scroll down to Post Slug and map: {slug[1]}

Screenshot 11: Map Publish Date and Slug

Map Ghost Roles to WordPress Roles

Ghost Role	Wordpress Role	Notes
Administrator	administrator	Full access to content and settings
Editor	editor	Can publish/manage posts, including others’ content
Author	author	Can publish/manage own post only
Contributor	contributor	Can write/manage own posts, but cannot publish
Owner	administrator (closest match)	Closest match for full permissions
Super Editor	editor	Limited to editorial capabilities

Note: Ghost exports may include entries such as Blog Owner, Admin Integration, Ghost Explore Integration, Self-Serve Migration Integration, DB Backup Integration, and Scheduler Integration. These are system accounts and internal integrations, not real users. WordPress handles them through plugins, APIs, and WP-Cron, so they aren’t transferred as users.

When importing posts from Ghost, WordPress does not automatically create users. To ensure posts are assigned correctly and authors have proper permissions, manually add each author. 

Add Authors Manually

• In WordPress, go to: Users → Add New

Screenshot 12: Add New User

• Fill in the author details:
  • Username → unique login name 
  • Email → author’s email
  • First and Last Name → optional
  • Display Name → author’s public name
  • Password → set manually or let WordPress generate
  • Role → assign according to the mapping table above
  • Bio → optional, adds extra author info
• Click Add New User. Repeat for each author.
• Map Author in Post Import: When importing posts, map the author field to {post_author[1]} so each post is assigned to the correct user.

Screenshot 13: Map Post Author

6. Choose How to Handle Existing Items

• In Search Existing Item, select the field you want to use for detecting duplicates.
• Choose Slug because each slug is unique.
• In the input box, map the slug column from your CSV: Eg: {slug[1]}
• This ensures posts with the same slug will be updated, not duplicated.

Screenshot 14: Search Existing Item

7. Update Existing Items Fields

• Choose which parts of your content to update, or choose 'update all' if you want.
  • Post status
  • Title
  • Author
  • Slug
  • Content / Description
  • Excerpt / Short Description
  • Dates
  • Menu order
  • Parent post
  • Post type
  • Comment status
  • Ping Status
  • Post Password
  • Attachments
  • Images
  • Custom Fields
  • Taxonomies (incl. Categories and Tags)
• For your first import, you’ll need to select at least one field, as the plugin requires it.
  • Check Title, Content, and Images as these are essential fields and safe to include.
• Keep other fields unchecked to avoid overwriting titles, slugs, images, etc.

Screenshot 15: Update Existing Items Fields

8. Configure Advanced Options

• Enable Iterative, Piece-by-Piece Processing.
• Set the number of records to process in each iteration.
  • For example: 5 records per iteration (as shown in the screenshot).
  • This helps avoid server timeout issues during heavy imports.
• Click Continue to move to the next step.

Screenshot 16: Configure Advanced Options

9. Run the Import

• Click Continue and start the import.
• The plugin will process the records in batches (e.g., 5 at a time).

Screenshot 17: Run the Import

10. Verify Results

• Go to Posts → All Posts.
• Check if:
  • Existing posts were updated correctly.
  • New posts were created as expected.
  • No duplicates were generated.
• Open individual posts to confirm the content has been updated (only the fields you selected).

Update URLs and Permalinks

To maintain SEO rankings and prevent broken links, it’s crucial to match your old Ghost URLs with your new WordPress permalinks.

• Go to Settings → Permalinks in your WordPress dashboard.
• Choose a structure similar to your Ghost URLs, such as:
  /blog/postname/ 
• Save changes.

Screenshot 18: Set Permalinks

Point Your Domain to WordPress

Once everything is imported and tested, it’s time to make your WordPress site live.

If You Used a Ghost Subdomain

If your old site was hosted on a Ghost-provided subdomain, you can’t directly redirect that domain to your new WordPress site.
Instead, update your Ghost site’s homepage with a banner notifying visitors that your website has moved to a new address.

If You Used a Custom Domain

If your Ghost site uses a custom domain like mynewwebsite.com, you can easily point it to your new WordPress hosting provider by updating the DNS settings.

Steps to Point Your Domain:

• Log in to your domain registrar (GoDaddy, Namecheap, Google Domains, etc.).
• Remove existing Ghost DNS/Nameserver records.
• Add your new WordPress host’s nameservers or A record.
• Wait for DNS to propagate (up to 24 hours).
• Confirm your domain loads your WordPress site.

SEO, Plugins, and Final Checks

It’s time to fine-tune your new WordPress site for performance, visibility, and consistency.

1. Install Essential SEO Plugins

Ghost handles basic SEO, but WordPress gives you far more control.
Install a plugin like Yoast SEO or Rank Math to manage:

• Meta titles and descriptions
• XML sitemaps
• Canonical URLs
• Schema markup and social tags

If you’ve imported metadata from Ghost using WP All Import, verify that it appears correctly in your SEO plugin.

2. Check Internal Links and Redirects

Ensure all internal links point to the correct WordPress URLs.
Use a plugin like Better Search Replace to update any old Ghost URLs within posts.
Then, set up 301 redirects (using the Redirection plugin or your .htaccess file) to preserve SEO value from old Ghost links.

3. Reinstall Analytics and Tracking

Reconnect Google Analytics, Search Console, and any marketing or tracking scripts that were active on your Ghost site.

4. Optimize Speed and Performance

• Install caching and optimization plugins like WP Rocket, LiteSpeed Cache, or W3 Total Cache.
• Compress and serve images via Smush, EWWW Image Optimizer, or a CDN such as Cloudflare.

5. Test Responsiveness and Design

Check every page on mobile, tablet, and desktop to ensure layout, typography, and navigation look perfect.

Potential Challenges and How to Solve Them

1. Content Structure Differences: Ghost uses a minimalist content model focused mostly on simple posts and tags, while WordPress supports complex content types, categories, and custom taxonomies. Mapping Ghost content properly during migration and using converter tools that maintain relationships helps avoid lost or miscategorized content.
2. Broken URLs: Ghost’s permalink structure might differ from WordPress’s. Without proper 301 redirects, users risk broken links. Setting WordPress permalinks to reflect the original URLs and using redirection plugins like Redirection ensures SEO value is preserved.
3. Theme and Design Differences: Ghost themes cannot be used in WordPress, and replicating your Ghost site’s look may require customization. Choose a modern WordPress block theme or page builder (like Gutenberg or Elementor) to recreate the layout.

See how we helped CARS24 Australia overcome migration challenges and preserve SEO in our Ghost CMS to WordPress migration case study.

Conclusion

Migrating from Ghost to WordPress isn’t just shifting your content; it’s leveling up to a platform built to grow with you. 

With a smooth import process, your posts, media, and SEO value come over cleanly, and WordPress gives you far more freedom to customize and expand your site. Whether you're introducing new functionality or enhancing your digital presence, 

WordPress provides the freedom and control to shape your website exactly the way you want. You’re now set up on a platform that’s ready for the future.

Introduction

In Part 2, we went deeper into Matomo’s advanced reporting capabilities. You learned how to analyze detailed user behaviour, traffic sources, conversions, and e-commerce performance to make data-driven decisions. These reports included:

• Behaviour Reports
• Acquisition Reports
• E-commerce Reports
• Goals & Conversions
• Tag Manager
• Settings 

With these insights, you now have a comprehensive understanding of how visitors behave, where they come from, and how well your site performs across multiple metrics. In Part 3, we’ll have a look at the following:

• General Tracking Settings
• <script> Tag Settings

• Access
  • Manage user roles, permissions, and access control.

• Privacy & GDPR
  • Ensure full compliance with privacy laws and user consent requirements.

• Exclusions
  • Control which users, roles, or IPs should be excluded from tracking.

• Geolocation
  • Enable accurate location tracking for advanced reporting.

• Advanced Settings
  • Fine-tune performance, database options, and system-level behaviors.

• Matomo Admin section
• Matomo Marketplace
  • Install powerful plugins and manage subscriptions.
• Diagnostics section 
• Help section

Settings for Auto Tracking mode

The Auto Tracking mode automatically creates and inserts the Matomo tracking JavaScript based on your selected settings. Simply choose what you want to track, and Matomo for WordPress will handle the rest. There is a “show generated tracking code” link. It displays the tracking code as shown below.

Screenshot 1: Settings  → Tracking  → Settings for Auto Tracking mode

• Tracking code: This is a preview of the tracking code generated from your current configuration. The tracking code will be automatically added to your site and will send visitor data to Matomo. 
• <noscript> code: This is a preview of your <noscript → code, which forms part of your tracking setup. It will only be added to your website if the noscript feature is enabled.

Privacy

The Privacy settings help you configure data protection options, such as consent handling and anonymization, to ensure your tracking complies with privacy regulations.

• Disable Cookies: Enable/Disable
  • Completely turns off the use of tracking cookies. This can help improve privacy compliance, but it may reduce Matomo’s ability to identify returning visitors accurately.
• Limit Cookie Lifetime: Enable/Disable
  • Set a shorter cookie duration if you want to minimize how long user activity is tracked over time.

Subdomain

The Subdomain settings allow you to track visitors across your site’s subdomains as a single visit, ensuring accurate cross-subdomain analytics.

• Treat Subdomains as One Website: Enable/Disable
  • Enable this option to track visitors seamlessly across all subdomains by adding a *.-prefix to the cookie domain. 
• Do not count subdomains as outlinks: Enable/Disable
  • Treat all subdomains as part of a single website instead of external links by using a *.-prefix for the tracked domain.
• Enable Cross-Domain Linking: Enable/Disable
  • When turned on, this ensures the same visitor ID is used across multiple domains. Since cookies can’t be shared between domains, Matomo appends a “pk_vid” parameter to URLs linking to your other domains. To make this feature work, be sure to configure which domains should be considered local in your Matomo settings.

Link Tracking

Link Tracking automatically records clicks on outbound links, downloads, and special link interactions to help you understand how visitors engage with your site.

• Add New File Types for Download Tracking
  • Matomo automatically tracks downloads for files with extensions included in its list. To track additional file types, add their extensions here, separated by a vertical bar (|).
• Define All File Types for Download Tracking
  • Replace Matomo’s default list of file extensions for download tracking with your own, separated by a vertical bar (|). Leave this field blank to keep the default settings (recommended). 
• Set CSS Classes to Track as Downloads:
  • Specify CSS classes for links that should be tracked as downloads (in addition to ‘piwik_download’). Enter multiple class names separated by a vertical bar (|). Leave blank to use Matomo’s default settings. 
• Set CSS Classes to Track as Outlinks
  • Specify CSS classes for links that should be tracked as outlinks (in addition to ‘piwik_link’). Enter multiple class names separated by a vertical bar (|). Leave blank to keep Matomo’s default settings. 

Other Tracking

Other Tracking includes additional automatic tracking options that capture extra user interactions, giving you more detailed and comprehensive analytics data.”

• • Track JavaScript Errors: Enable/Disable
    • Enable this option to record JavaScript errors on your website as Matomo events. 

• Enable Content Tracking:

• • • Turn on content tracking to monitor user interactions with specific pieces of content across your website. 
      • Options are
        • Disabled
        • Track all content blocks 
        • Track only visible content blocks

• Enable Heartbeat Timer (enable with Care):

• • • Activate a heartbeat timer to measure visit duration more accurately by sending periodic ping requests while a visitor remains on your site. 
    • Specify the interval in seconds (default: 15) or set to 0 to disable. 

Note: This increases the number of HTTP requests and may affect performance, depending on your server capacity and traffic.

Advanced

The Advanced settings let you customize deeper tracking behaviours and technical options to fine-tune how Matomo collects your website’s analytics data.

• • Force POST requests: Enable/Disable
    • When enabled, Matomo will use POST requests for trackCookie. This option is useful if you encounter “HTTP 414 URI Too Long” errors in your tracking code.
  • Custom consent screen:
    • Enables a specific Matomo consent mode. Configure this only if you are using your own consent screen, as it requires a custom WordPress setup. By default, no consent mode is activated.
    • Options are 
      • None 
      • Require cookie consent 
      • Require tracking consent 
  • Endpoint for HTTP Tracking API:
    • Options are 
      • Default
      • Through WordPress Rest API
    • By default, the HTTP Tracking API uses the Matomo plugin directory URL: https://yourwebsite.com/wp-content/plugins/matomo/app/matomo.php.
    • You can switch to the WP REST API if you want to hide matomo.php or if the default URL isn’t working. https://yourwebsite.com/wp-json/matomo/v1/hit/
  • Endpoint for JavaScript tracker :
    • By default, the JS tracking code is served from “https://yourwebsite.com//wp-content/uploads/matomo/matomo.js.”
      • Options are 
        • Default
        • Through WordPress's Rest API (Slower)
        • Plugin
    • You can choose to deliver it through the WP REST API (“https://tymescripts.com//wp-json/matomo/v1/hit/”) to hide matomo.js. 
    • However, this method launches WordPress PHP on every request, making it slower than serving the file directly from your web server. 

Note: Using the “Plugin” method may cause issues with premium features like Heatmap & Session Recording, Form Analytics, and Media Analytics.

Screenshot 2: Settings → Tracking → Settings for Auto Tracking Mode

Settings for Manual Tracking mode (Inactive)

In Manual tracking mode, you can create and customize your own JavaScript tracking code as needed. Matomo for WordPress will then automatically embed this script into your site’s HTML.

Tracking code

Displays the JavaScript tracking script that collects visitor data for Matomo.

Noscript code 

Provides a fallback tracking method for visitors who have JavaScript disabled.

Screenshot 3: Settings  → Tracking  → Settings for manual tracking Mode

Script Tag Settings 

These settings apply to most tracking modes and determine how Matomo for WordPress embeds <script> elements into your pages. In most cases, the default options are sufficient and don’t need to be changed.

Force Matomo to use a specific protocol

Options are 

• Disable (Default)
• https (SSL)

JavaScript code position

• Footer/Header

Add data-cfasync=false; Enable/Disable

• Adds data-cfasync="false" to the script tag to prevent Cloudflare’s Rocket Loader from modifying the script. This option is not applicable when using the Manual tracking mode.

Screenshot 4: Settings → Tracking → <script> → Tag Settings

Developer Settings

If your tracking code isn’t functioning properly, enabling this setting can help identify the issue. When activated, the tracker debugs the diagnostic details in tracking requests. It’s best to use this option only when troubleshooting and disable it immediately afterwards.

Tracker Debug Mode: 

Options are 

• Disabled (recommended)
• Always enabled
• Enabled on demand.

For security and privacy reasons, it’s recommended to enable this setting only for a short period of time. If you enable it on demand, add &debug=1 to tracker requests to view the debug output.

JavaScript tracking code 

Want to manually add the tracking code to your site or use another plugin? No problem! Just copy and paste the tracking code below; you can customize it if needed.

Noscript tracking code 

Adds a fallback tracking code for visitors who have JavaScript disabled.

Screenshot 5: Settings → Tracking → Developer Settings

Access

Control which user roles have permission to view and manage your reporting data.

• WordPress Role  Matomo Role
• Editor: None/View/Write/Admin
• Author: None/View/Write/Admin
• Contributor: None/View/Write/Admin
• Subscriber: None/View/Write/Admin
• Customer: None/View/Write/Admin
• Shop manager: None/View/Write/Admin

Roles

You can grant individual users access to Matomo in one of the following roles:

• Matomo View
• Matomo Write
• Matomo Admin
• Matomo Super User

Capabilities

You can also use a WordPress plugin to manage Matomo capabilities for individual users. The following capabilities are supported:

• superuser_matomo
• admin_matomo
• write_matomo
• View_matomo

Screenshot 6: Settings → Access

Privacy & GDPR

This setting tab helps set your privacy and GDPR settings. Matomo Analytics is built with privacy by design. All collected data is stored exclusively in your own MySQL database; no external business or Matomo team member can access it, and your logs or reports are never sent to other servers. 

Ways Matomo protects the privacy of your users and customers

Key privacy features include:

• Anonymise data and IP addresses
• Configure data retention
• Matomo has an opt-out mechanism that lets users opt out of web analytics tracking (see below for the shortcode)
• Asking for consent
• GDPR overview
• GDPR tools

Let users opt out of tracking

You can embed the opt-out iframe on your website in two ways:

• Use the shortcode [matomo_opt_out_form].
  • You can customize it with the language option (e.g., "de" or "en").
  • By default, the language is automatically detected from the user’s browser.
  • Example: [matomo_opt_out_form language=de]
• Add the “Matomo Opt-Out” block directly to your page.

Screenshot 7: Settings  → Privacy And GDPR

Exclusions

You can configure exclusions in this tab for which the data won't be collected. 

Tracking filter:

Select the user roles you do not want Matomo to track.

•  Administrator  
•  Editor  
•  Author  
•  Contributor  
•  Subscriber  
•  Customer  
•  Shop manager  
•  Matomo View  
•  Matomo Write  
•  Matomo Admin  
•  Matomo Super User  

Global list of Excluded IPs:

Enter the list of IP addresses you want Matomo to exclude from tracking, with one IP per line.

• You can use CIDR notation (e.g., 1.2.3.4/24) or wildcards (e.g., 1.2.3.* or 1.2.*.*).
• Your current IP address is 58.84.60.127.

Global list of URL query parameters to exclude:

List each URL parameter you want to exclude from tracking and reports on a separate line.

• Regular expressions (e.g., /^sess.*|.*[dD]ate$/) are supported.
• Matomo automatically excludes common session parameters like phpsessid and sessionid.

Global list of user agents to exclude:

Enter a list of user agents you want Matomo to exclude from tracking.

• If a visitor’s user agent string contains any of the specified values, that visitor will not be tracked.
• This is useful for excluding bots or crawlers.
• You can also use regular expressions, such as /bot|spider|crawl|scanner/i.

Keep Page URL fragments when tracking Page URLs: Check/uncheck

If the checkbox below is unchecked, URL fragments (the part after “#”) will be excluded from tracking. For example, example.org/index.html#first_section will be recorded as example.org/index.html.

Screenshot 8: Settings → Exclusions

Geolocation

On this tab page, you can configure how Matomo determines your visitors’ locations. Matomo identifies visitor locations using a geolocation database. By default, it uses DB-IP, but accuracy may vary. You can switch to MaxMind (free or paid), though Matomo can’t auto-configure it due to GDPR. Simply enter your MaxMind license key below to enable it.

MaxMind License Key: 

Leave the field blank to continue using DB-IP. If you add a MaxMind license key, WordPress will fetch a ~60 MB database from MaxMind and store it in wp-content/uploads/matomo.

Screenshot 9: Settings → GeoLocation

Advanced

The Advanced settings provide additional configuration options for customizing how Matomo works, offering more control over tracking, performance, and technical behaviour.

Proxy IP headers

Set  Proxy IP headers, choose one of the options below     

• REMOTE_ADDR YOUR_IP (Default)
• HTTP_CLIENT_IP No value found  
• HTTP_X_REAL_IP YOUR_IP58   
• HTTP_X_FORWARDED_FOR YOUR_IP58  
• HTTP_X_FORWARDED No value found 
• HTTP_FORWARDED_FOR No value found   
• HTTP_FORWARDED No value found   
• HTTP_CF_CONNECTING_IP No value found 
• HTTP_TRUE_CLIENT_IP No value found 
• HTTP_X_CLUSTER_CLIENT_IP No value found

Delete all data on uninstall: 

By default, uninstalling the Matomo plugin permanently deletes all data, unless you have a backup. If you disable this option, the tracked data in your database will be preserved. This helps protect your historical analytics data from being accidentally deleted during uninstallation.

Enable archiving via HTTP Server-side.

If you’re having issues with archiving (report generation), enabling this option may help resolve the problem.

Server-side tracking delay

Specifies the delay (in seconds) before server-side tracking is triggered.

• When e-commerce actions (like cart updates or orders) happen via AJAX or REST, Matomo tries to track them with JavaScript on the next page view. If no page view occurs within the set time, it falls back to server-side tracking. This setting controls how long Matomo should wait before switching.

Screenshot 10: Settings → Advanced

Matomo Admin 

This tab takes you to the Matomo admin dashboard settings menu

Screenshot 11: Matomo Admin setting menu

Marketplace

The Marketplace lets you browse, install, and manage additional Matomo plugins and features to extend your analytics capabilities.

Overview

Here you can activate free and premium features of Matomo Analytics 

• Top free plugins
• Marketing Campaigns Reporting
• Evaluate the performance of your marketing campaigns by tracking up to five channels: campaign, source, medium, keyword, and content, instead of just two.
• Custom Alerts
• Set up custom alerts to get notified about important changes on your website or app!
• Free Plugins are available here: https://plugins.matomo.org/free
• Premium features
• Heatmap & Session Recording
• Custom Reports
• Premium Bundle
• Most popular content engagement
• Form Analytics
• Video & Audio Analytics
• Users Flow
• Most popular acquisition & SEO features
• Search Engine Keywords Performance
• SEO Web Vitals
• Advertising Conversion Export
• Multi Attribution
• Other premium features
• Funnels
• Cohorts
• Crash Analytics

Screenshot 12: Marketplace → Overview

Install Plugins

Matomo Marketplace is a central platform where you can find and install plugins, themes, and integrations that extend the capabilities of Matomo. It includes both free and premium add-ons created by Matomo and third-party developers, helping you customize analytics for your specific needs. You can download the Matomo Marketplace for the WordPress plugin and install it, or upload and install the plugin.

• If you prefer not to use the Matomo Marketplace, you can manually download plugins. Automatic updates work only when the Marketplace plugin is enabled.

Screenshot 13: Marketplace → Install Plugins

Once installed, it will list all the marketplace plugins that can be installed

Screenshot 14: List of Marketplace 

Subscriptions

Here, you can see all the subscripts for Plugins that are activated

Screenshot 15: Premium Feature Subscriptions

Diagnostics

Diagnostics provides system checks, error logs, and troubleshooting tools to help you identify and fix issues with your Matomo setup.

System Report

This page generates a system report, which can then be shared with the Matomom support team if needed.   Note: Be careful when sharing this since it contains a lot of information about your WordPress setup.

Screenshot 16: Diagnostics → System Report

Troubleshooting

The Troubleshooting section offers tools to identify, debug, and resolve common issues in your Matomo installation.

• Archive reports: Process and update your analytics reports to ensure fresh, accurate data.
• Clear Matomo cache: Removes stored cache files so the system can rebuild fresh data and improve performance.
• Install/update Geo-IP DB: Downloads or updates the GeoIP database used to detect visitor locations.
• Sync users: Matches and updates WordPress user data with Matomo’s user records.
• Sync site (blog): Ensures the WordPress site information is correctly synced with Matomo’s site settings.
• Run Updater: Executes pending updates for Matomo’s database or internal components. Regenerate tracking code: Creates a fresh tracking code snippet in case any configuration has changed.
• Run scheduled task: Manually triggers Matomo’s scheduled tasks that usually run automatically (like processing reports).

Screenshot 17: Diagnostics → Troubleshooting

Help

This page provides all the resources you need for Matomo.

Screenshot 18: Help

Conclusion

Mastering Matomo inside WordPress isn’t a one-time setup; it’s an ongoing optimization process. Each part of this series has taken you step-by-step from installation to insights to advanced configuration and finally to extending Matomo with add-ons and diagnostics. In Part 1, we learned how to install, set up, and update Matomo properly, as well as how to enable accurate tracking and explore the essential visitor reports that provide a clear picture of who visits your site and how they behave. In Part 2, we delved deeper into behavioral analysis, performance metrics, acquisition channels, campaigns, and complete e-commerce analytics. You also learned how to create goals, track conversions, and understand what drives meaningful actions on your site. In Part 3, we configured Matomo’s administrative and technical settings from tracking modes and script tags to GDPR, geolocation, exclusions, and backend container management. This part ensured your tracking is accurate, compliant, and optimized for your site’s structure. We also explored the Matomo Marketplace, where you can install powerful plugins, manage subscriptions, generate system reports, diagnose issues, and access troubleshooting and help resources.  These tools extend Matomo’s capabilities and help maintain a stable, scalable analytics environment. Across all these parts, you’ve built a complete, enterprise-grade analytics system that goes far beyond basic tracking. But just like SEO, analytics is never “finished.” You’ll need to continually analyze your data, experiment with improvements, and refine your tracking as your website evolves. With all four parts of this series, you now have a complete roadmap to install, configure, extend, and maximize Matomo inside WordPress, giving you clear insights and long-term measurement power for 2025 and beyond.

Introduction

In Part 1 of this series on using the Matomo Plugin in WordPress, we focused on building the foundation for accurate, privacy-friendly analytics. We walked through how to get started with Matomo, update your privacy page, and enable tracking to ensure your data collection is fully compliant. We also explored key Matomo reports, Now it’s time to take the next step. In Part 2, we’ll go beyond basic tracking and dive into the deeper reporting features inside Matomo that help you uncover behavior patterns, identify what drives traffic, track conversions, and optimize your site for growth. In this part, we’ll cover advanced insights across:

• Behaviour Reports
  • Get a detailed view into how people engage with your site

• Acquisition Reports
  • Understand exactly where your visitors are coming from

• E-commerce Reports 
  • Track user journey, revenue sources, and product-level performance

• Goals & Conversions
  • Measure actions that matter most to your business

Behavior

The behavior settings let you control how visitor interactions are tracked, including link tracking, downloads, site search, and other engagement actions.”

Pages 

This screen shows which pages visitors viewed and how often. It shows the following data: 

• Pageviews
• Unique Pageviews
• Bounce Rate
• Avg. time on page
• Exit rate
• Avg. page load time

Screenshot 1: Behaviour  → Pages

Entry pages

This screen shows which pages visitors land on first during a session. It shows the following data: 

• Entrances (the number of visits that  were started on the page)  
• Bounces
• Bounce Rate
• Avg. page load time
• Entry Page Titles (Related Report)
• Lists landing pages by page title instead of URL.

Screenshot 2: Behaviour → Entry Pages

Exit pages

Shows the pages where visitors most commonly leave your site. It shows the following data:

• Exits
• Unique Pageviews
• Exit rate
• Avg. page load time
• Exit Page Titles (Related report) 
• Displays exit pages by page title instead of URL.

Screenshot 3: Behaviour → Exit Pages

Page titles

Shows how often each page title was viewed. It shows the following data:

• Page Title
• Pageviews
• Unique Pageviews
• Bounce Rate
• Avg. time on page
• Exit rate
• Avg. page load time
• Entry Page Titles (Related Report): Shows first-visited pages by title.
• Exit Page Titles (Related Report): Shows last-visited pages by title.

Screenshot 4: Behaviour  → Page Title

Site Search

The Site Search settings allow you to track what visitors search for on your website, helping you understand their interests and improve content discovery.

• Site Search Keywords: Shows keywords visitors searched for on your site.
• Search Keywords with No Results: Lists search terms that returned no results.
• Pages Following a Site Search: Displays which pages users visited after searching.
  • Page Titles Following a Site Search (Related Report): Shows post-search destinations by page title.
• Search Categories: Groups internal searches by category.

Screenshot 5: Behaviour  → Site Search

Outlinks

Shows links clicked that lead visitors to external websites.

Screenshots 6: Behaviour → Outlinks

Downloads

Shows files that visitors downloaded from your site.

Screenshots 7: Behaviour  → Downloads

Events

Tracks user interactions like clicks, video plays, and more.

• Event Categories: Groups events by category (e.g., video, button).
• Event Actions: Shows the specific action taken (e.g., play, download).
• Event Names: Provides detailed labels identifying each event.

Note: Currently, no custom events are configured. You can learn more about setting them in the Event Tracking guide. We’ll cover creating custom events using Matomo Tag Manager in a separate tutorial, since it requires an in-depth explanation and deserves a full blog of its own.

 

Screenshot 8: Behaviour  → Events

Contents

Content tracking helps you understand which pieces of content are most engaging on any page of your website or app. This section shows how often each content element is viewed (impressions) and interacted with.

• Content Name: Identifies the specific content block or widget being tracked.
• Content Piece: The actual item displayed (e.g., image, text, button) within the content name.

Screenshot 9: Behaviour → Contents

Engagement

The Engagement settings track how visitors interact with your site, including actions like time spent, scroll depth, and repeat visits, helping you measure user involvement.”

• Returning Visits Over Time: This chart shows returning visits over time. You can view by day, week, month, or year.
• Frequency Overview: Summary of engagement for new vs returning visitors.
• It shows the following data: 
  • Returning Visits: Number of visitors returning to the site.
  • Avg. Visit Duration (Returning): Average time returning visitors stayed.
  • Actions per Returning Visit: Average actions done by returning visitors.
  • Returning Bounce Rate: The percentage of returning visitors who left after one page.
  • (Total) Actions (Returning): Total actions taken by returning visitors.
  • New Visits: Number of first-time visitors.
  • Avg. Visit Duration (New): Average time new visitors stayed.
  • Actions per New Visit: Average actions done by new visitors.
  • New Visitor Bounce Rate: Percentage of new visitors who left after one page.
  • (Total) Actions (New): Total actions taken by new visitors.

• Visits per Visit Duration: Shows the Tag cloud of Group visits by time spent.
• Visits per Number of Pages: Shows the Tag cloud of group visits by number of pages viewed.
• Visits by Visit Number:  Shows how often visitors return (1st, 2nd, 3rd visit, etc.).
• Visits by Days Since Last Visit: Shows how long it has been since each returning visitor last visited.

Screenshot 10: Behaviour  → Engagement

Transitions

Transitions show what visitors did right before and after viewing a specific page, helping you understand where they came from and where they went next. Action Type

• Page URLs: View transitions based on page URLs.
• Page Titles: Shows how users arrived at a page (by title) and where they went next.
• Top 100 Labels: Displays the most common sources and destinations.

Note:  You can open Transitions directly from Page URLs, Page Titles, Entry Pages, and Exit Pages by clicking the Transitions icon beside each row.

Screenshot 11: Behaviour  → Transitions

Screenshot 12: Transition before and after viewing a specific page

Performance

The Performance settings help optimize how tracking loads on your site, ensuring accurate analytics

• Evolution of Page Performance Metrics: This graph shows how page speed metrics change over time.
• Performance Overview 
  • Avg. network time: time to establish network connection.
  • Avg. transfer time: Time to download page resources.
  • Avg. DOM completion time: Time for the HTML document to finish loading.
  • Avg. page load time: Total time for a page to fully load.
  • Avg. server time: The time the server takes to respond.
  • Avg. DOM processing time: Time the browser spends processing the page.
  • Avg. on-load time: Time until the browser on-load event finishes.
• Page URLs: Shows performance metrics for individual page URLs.
  • Entry pages / Exit pages (Related reports): View load performance for landing and exit pages.
• Page titles: Displays performance metrics by page title.
  • Entry page titles / Exit page titles (Related reports): Shows performance for landing/exit pages by title.

Screenshot 13: Behaviour  → Performance

Acquisition

Shows how visitors find your website, including traffic sources like search engines, social media, referrals, campaigns, and direct visits.

Overview

This screen shows an overview of the visits channel-wise.

• Evolution Over the Period: This graph provides a snapshot of the referral sources that brought visitors to your website.
• Channel Type: Shows which traffic channels (Direct, Search, Social, Referral, Campaigns) are bringing visitors to your site.
• Direct Entries: Visits that came directly (no referrer).
• Search Engines: Visits from search engine results.
• Campaigns: Visits from tracked marketing campaigns.
• Social Networks (Distinct): Number of unique social platforms sending traffic.
• Keywords (Distinct): Number of unique search keywords used.
• Websites: Visits from external websites.
• Social Networks: Traffic from social media sites.
• Search Engines (Distinct): Unique search engines bringing traffic.
• Websites (Distinct): Unique referring external sites.
• Campaigns (Distinct): Unique campaign IDs sending traffic.

Screenshot 14: Acquisition → Overview

All Channels

Displays a breakdown of all traffic sources, showing how visitors arrived on your site across every channel type.

• Channel Types: Displays how visitors arrived (e.g., direct, search, social, campaigns).
• Referrers: Shows external websites or sources that sent visitors to your site.

Screenshot 15: Acquisition → All Channels

Search Engines & Keywords

Shows which search engines send traffic to your site and which keywords visitors use to find you.

• Keywords: Shows search terms users typed to find your website in search engines.
• Search Engines: Lists which search engines (Google, Bing, etc.) brought visitors to your site.

Screenshot 16: Acquisition → Search Engines and Keywords

Websites

Shows which external websites sent traffic (referrals) to your site.

Screenshot 17: Acquisition  → Websites

Social networks

Displays traffic coming from social platforms like Facebook, LinkedIn, or Twitter.

Screenshot 18: Acquisition → Social Network

Campaigns

Shows visits generated through marketing campaigns tracked using campaign parameters.

Screenshot 19: Acquisition → Campaigns

Campaign URL Builder

A tool to create trackable URLs for measuring campaign performance in Matomo.

• Page URL: The landing page address where users will arrive through the campaign.
• Campaign Name: A unique identifier used to label and differentiate the campaign.
• Campaign Keyword: An optional tag to classify or distinguish multiple campaigns under the same campaign name.

Screenshot 20: Acquisition → Campaign URL Builder

E-commerce

The E-commerce settings allow you to enable and configure tracking for online sales, product views, and customer actions to measure your store’s performance.

Note: This blog was written specifically for website tracking, not e-commerce (hence, no data available in the reports). However, we’ve included the basics for continuity with the Matomo WordPress plugin dashboard. E-commerce tracking is more advanced and will require a dedicated blog.

Overview

The E-commerce Overview shows key sales metrics, product performance, and customer behaviour to help you monitor and optimize your online store’s results.

• Evolution over the period: This graph shows a snapshot of the conversions generated for a specific goal. A selected date range.
• The widget card shows the following data:  
  • E-commerce Orders: Total orders placed during the selected period.
  • Total Revenue: The overall revenue generated from completed orders.
  • Average Order Value: The average value of each completed order.
  • E-commerce Orders Conversion Rate: Percentage of visits that resulted in an order.
  • Purchased Products: Total number of items bought.
  • Abandoned Carts: Carts created but not completed.
  • Visits with Abandoned Cart: Total visits where a cart was abandoned.
  • Revenue Left in Cart: Total value of abandoned carts.
  • Visits with Abandoned Cart: The percentage of visits that resulted in cart abandonment.

Screenshot 21: E-Commerce → Overview

E-commerce Log

Displays a detailed list of all e-commerce actions and transactions recorded on your site.

• Order & Cart Activity: Shows individual orders, abandoned carts, and related visitor interactions.
• Visitor-Level Insights: Let you review which users purchased, what they viewed, and how they reached checkout.
• Product & Revenue Details: Includes product names, revenue generated, quantities, and order values.

Note: Since e-commerce is not considered for this blog, there is no data to display.

Screenshot 22: E-Commerce → E-Commerce Log

Products

Displays detailed statistics for each product sold or viewed on your site.

• Product Name: Lists all products with metrics like views, purchases, and revenue.
• Product SKU: Tracks e-commerce performance using unique product identifiers.
• Product Category: Group products by category to analyse which sections perform best.
• Performance Insights: Helps understand popular products, sales trends, and conversion rates.

Screenshot 23: E-Commerce → Products

Sales

The Sales settings let you track completed orders, revenue, and transaction details so you can measure your store’s overall sales performance.”

 Sales by Referrers

Shows which traffic sources (direct, search, campaigns, websites, social) led to purchases.

• Channel Type: Breaks down revenue by acquisition channel, such as direct, search, referral, or campaigns.
• Keywords: Shows search keywords that resulted in sales.
• Search Engines: Displays which search engines drove visitors who made purchases.
• Websites: Shows external websites that referred users who completed a purchase.
• Campaigns: Tracks sales generated from marketing or advertising campaigns.

Sales by Pages

Shows which pages generate sales and how much revenue each page contributes.

• Page URLs: Lists the pages customers viewed before converting and tracks revenue per page.
• Entry Pages: Shows the first page users viewed before making a purchase.
• Entry Page Titles: Displays product-related page titles that started a converting visit.
• Page Titles: Shows page titles associated with purchases and the total revenue influenced.

Sales Engagement

Shows how visitors interact with your products, including views, cart actions, and purchase behaviour.

• Visits to Conversion: Shows how many visits it took for a user to convert.
• Days to Conversion: Displays the time (in days) from first visit to purchase.

Sales by User Location

Shows sales performance based on where your customers are located, including countries, regions, and cities.

• Country / Continent / Region / City: Breaks down sales performance by geographical location to identify strong markets.
• Device Type:  Which devices (desktop, mobile, or tablet) did users purchase from?
• Device Model: Identifies specific device models that generated sales.
• Device Brand: Shows which device manufacturers drove e-commerce conversions.
• Browsers: Displays visitor browser types that resulted in purchases.

Sales by User Attribute

Shows sales grouped by customer attributes such as user roles, segments, or defined profile characteristics.

• Visits per hour in the site’s timezone: Shows at what hours sales typically occur.
• Channel Type: Shows which user attributes contributed to sales (e.g., traffic source). No data may appear if tracking has not yet captured e-commerce conversions.

Screenshot 24: E-Commerce → Sales

Goals

Allows you to create and manage goals to track important visitor actions such as sign-ups, downloads, purchases, or form submissions.

Overview

The Goals Overview provides insights into how each of your website’s goals is performing. It displays conversion rates and total revenue generated and gives you access to detailed reports for every goal.

• Evolution Over the Period: This graph shows how goal completions and revenue change over a selected timeframe.
• The card widgets show.
  • Conversions: Displays the total number of times defined goals were completed.
  • Overall Revenue: Shows total revenue generated from goal completions.
  • Overall Conversion Rate: Indicates the percentage of visits that completed at least one goal.

Screenshot 25: Goals → Overview

Add a New Goal

Create a new conversion objective to measure important visitor actions.

• Goal Name: Enter a title to identify the goal (e.g., “Newsletter Signup”).
• Description: Optional text explaining the purpose of the goal.
• Goal is Triggered When: Defines what visitor action should count as a conversion.
  • when visitors (do some action)
  • manually

Screenshot 26: Goals → Add a new Goal

When Visitors

• Visit a given URL (page or group of pages)
  • Contains: add the pattern for the URL. 
  • is exactly
  • matched by the expression

Screenshot 27: When Visitors → Visit a given URL

• Visit a given Page 
  • Where the Page title 
    • contains: add the pattern for Title 
    • is exactly
    • matches the expression

Screenshot 28: When Visitors → Visit a given page title

• Send an event 
  • Where the 
    • Event category / Event Action / Event Name 
    • Contains ('video': Triggers when “video” appears in the event category)
    • is exactly (‘'click': triggers only if the event category matches the exact word click.)
    • matches the expression ('(.*)_banner': uses regex to match advanced event) patterns.

Screenshot 29: When Visitors → Send an event

• Download a file 
  • Where the filename
    • contains (files/brochure.pdf': triggers when visitors download a file containing this path or name)
    • is exactly ('http://example.com/files/brochure.pdf': triggers only if the file URL is an exact match.)
    • matches the expression ('(.*)\.zip': uses regex to match any .zip file download.)

Screenshot 30: When Visitors → Download a file

• Click on a link to an external website 
  • where the external website URL
    • Contains (‘amazon.com': tracks outbound clicks to Amazon-related links).
    • is exactly ('http://myaffiliate.com/landing.html': tracks clicks only to this exact URL.)
    • matches the expression ('http://www.amazon.com/(.*)/yourAffiliateId': uses regex to match affiliate or structured outbound URLs.)

Screenshot 31: When Visitors → Click on a Link to an External Website

• Stay for a certain amount of time 
  • where the visit duration is
    • Greater than time in minutes
      • Example: Enter 5 to trigger a conversion after 5 minutes. Supports decimals. e.g., 0.5 = 30 seconds

Screenshot 32: When Visitors → Stay for a certain amount of time

Manually

Let's you trigger the goal manually. You must add trackGoal() in your site’s JavaScript to record the conversion event.

Screenshot 33: The goal is triggered manually

• Case-sensitive Match (optional): Matches the URL exactly as typed, treating uppercase and lowercase letters as different values.
• Allow multiple conversions per visit.
  • Goal can only be converted once per visit (default): Let the same visitor trigger a goal more than once during a single session.
  • Allow Goal to be converted more than once per visit: Goal will be tracked for every time the page is loaded during the visit.
• Goal Revenue (optional): Assigns a monetary value to each completed goal for revenue reporting.
  • Example: A whitepaper download could be valued at $50 for lead-generation measurement.

Tag Manager

Note: This blog was written specifically for the Matomo basic analytics setup. Matomo Tag Manager is advanced and would require a dedicated blog to explore all the functionality in it. Still, we have covered just the basics of containers in the upcoming section.

Manage Containers

With Matomo Tag Manager (MTM), you can update your tracking configurations without modifying your website’s code. These configurations are stored in containers. Typically, one container is used per site, but you can create multiple containers for complex setups involving multiple domains or teams. Matomo automatically sets up the first container for your site.  This section lists all your containers with their ID, name, description, and creation date, along with quick actions to manage or edit each container.

Screenshot 34: Tag Manager → Manage Containers

Click On Create New Container

Screenshot 35: Manage Containers → Click on Create New Container

• Context: Web
  • Specifies the context in which the container will be used. Currently, only “Web” containers are supported.
• Name: The name of the container
  • Set a unique identifier for this container. Note that this name can be accessed as a variable and is publicly visible in the analytics tag’s source code.
• Description (Optional): The description of the container
  • You can optionally add a description to explain the purpose of this container, which is particularly helpful when managing multiple containers on a single site.
• Ignore Google Tag Manager Data Layer: (Check / Uncheck)
  • When enabled, Matomo Tag Manager will ignore data layer values previously defined by Google Tag Manager. By default, these values are retained for compatibility purposes.
• Actively Synchronise From the Google Tag Manager Data Layer: Check/Uncheck
  • When enabled, any new values added to the Google Tag Manager data layer will automatically sync with the Matomo Tag Manager data layer.
• Enable tag fire limits to work in preview mode: Check/Uncheck
  • Enable this option to check if fire limits, such as once-per-lifetime, work as expected when preview mode is enabled.

Screenshot 36: Manage Containers → Create a new container

Settings (WordPress backend)

Note: There are two settings: one in the WordPress backend dashboard (Matomo Analytics  → Settings) and one in the Matomo Analytics admin dashboard. We are discussing the first one in the upcoming section.

Tracking

Here you can customize how visit tracking works on your site. You can either enable tracking using the default settings or adjust the configuration to fit your needs. Tracking Mode Options:

• Auto (Recommended): Matomo automatically generates and embeds the tracking code based on your Auto Tracking settings. This is the best option for most users.
• Manual: Write your own custom tracking JavaScript below, and Matomo will insert it into your website.
• Tag Manager: If you’ve created containers in the Tag Manager, you can use this mode to automatically embed one or more of them on your site. This option will only be available once containers exist.
• Disabled: Matomo won’t add any tracking code. Choose this if you prefer to insert the tracking code manually into your template files or use another plugin for e-commerce.

Screenshot 37: Settings → Tracking

General Tracking Settings

Here you can adjust visit tracking as you prefer, or just enable tracking and use the default settings.

Tracking mode: 

You have to select one of the following

• Auto (recommended): Select/deselect
• Manual: Select/deselect
• Tag Manager: Select/deselect
• Disabled: Select/deselect

These settings apply to all tracking modes unless specified otherwise.

E-commerce Tracking 

E-commerce Tracking enables Matomo to record product views, cart updates, and completed orders, giving you detailed insights into your store’s sales activity.

Enable E-commerce

Turn this on to track e-commerce activity, such as orders and abandoned cart views, for platforms like WooCommerce, Easy Digital Downloads, MemberPress, and others. Disabling this option will stop e-commerce and remove related reports from Matomo. Currency: The Options are

• Us Dollar
• Euro
• Japanese yen
• British pound and many more

Choose the currency to display in your reports. This currency is used for e-commerce data and for goals that include a monetary value. Use Server-Generated Visitor ID: Enable/Disable

• When enabled, Matomo will assign a temporary server-generated visitor ID if no Visitor ID cookie is found. This ensures e-commerce events are correctly linked to visits, even when cookies are blocked or cookieless tracking is active. The ID remains valid only for that session.

Note: This setting won’t work properly if you use Varnish or another caching system, as it initializes the WooCommerce session early for visitors without a Visitor ID cookie. Importantly, this feature may not comply with some privacy regulations that require user consent before creating an initialized ID or tracking e-commerce events.

Other Tracking

Other Tracking provides additional options to record extra visitor actions and behaviours, giving you more flexibility in how analytics data is collected.

• Track Admin Pages: Enable/Disable
  • Enable this option to track user activity within the WordPress admin area. Be sure to configure the tracking filter to suit your needs.
• Track WordPress User ID:
  • When enabled, Matomo records the logged-in user’s “User ID.” You can choose which field from the user’s profile should be used as the ID. The options to choose from are
    • WP User ID 
    • Email Address (The user might change their email address.)
    • User name (chose this since this is unique for every user in WordPress)
    • Display Name (Not recommended)
• Track Search:
  • Activate Matomo’s advanced Site Search Analytics to monitor what visitors search for on your website.
• Track 404 Pages:
  • Matomo can automatically categorize and track visits to “Page Not Found” (404) errors to help you identify broken links.
• Track RSS Feeds:
  • Enable this setting to insert a tracking pixel that monitors how often your posts are viewed in RSS feed readers.
• Track RSS Feed Links as Campaigns:
  • Adds Matomo campaign parameters to links in your RSS feeds so you can track traffic coming from those links more accurately.

Create Matomo annotations on a new post of type:

This option automatically creates Matomo annotations whenever a new post of the selected type is published, helping you track content-related events in your analytics.

• Posts
•  Pages
• Media
• Revisions
• Navigation Menu Items
• Custom CSS
• Changesets
• oEmbed Responses
• User Requests
• Patterns
• Templates
• Template Parts
• Global Styles
• Navigation Menus
• Font Families
• Font Faces
• Taxonomies
• Custom Post Types

Advanced

The Advanced settings let you fine-tune technical tracking options, offering more control over how Matomo collects and processes analytics data.

• Add <noscript → to track visitors without JavaScript: Enable/Disable.
  • Adds a <noscript → tracking code to your site’s footer. This code is automatically generated or can be manually defined, depending on your selected tracking mode. It helps capture visits from users who have disabled JavaScript.

Note: This option does not apply when using the Tag Manager tracking mode.

Screenshot 38: Settings → Tracking → General Tracking Settings

Conclusion

Exploring Matomo’s advanced reporting features gives you a complete, data-rich understanding of how visitors behave on your WordPress site.  In this part, we covered the full set of behaviour, acquisition, e-commerce, and goals reports that help you evaluate performance, identify opportunities, and measure your most important outcomes. You now have a deeper view into the following:

• Behaviour Reports
• Acquisition Reports
• E-commerce Reports
• Goals & Conversions
• Tag Manager 
• Settings

With these insights, your analytics setup is no longer just tracking data; it’s providing real intelligence that helps you optimize your website experience, refine your content strategy, strengthen your marketing efforts, and increase conversions. Now that your behaviour and performance tracking foundation is in place, it’s time to move into Part 3, where we’ll explore the full power of Matomo’s advanced tools and administrative settings. 

Introduction 

Matomo for WordPress is an official plugin that brings Matomo’s open-source, privacy-focused web analytics directly to your site.  It allows you to collect and view visitor data under your control (hosted on your server or Matomo Cloud), ensuring you maintain ownership of analytics data, manage retention and privacy settings, and avoid sending raw user data to third-party platforms.

Key Features Of Matomo Plugin

• Data ownership & hosting options: Host analytics on your WordPress site, on a separate self-hosted Matomo server, or use Matomo Cloud so you control the data.
• Integrated dashboard & WP admin widgets: view core reports and KPIs inside your WordPress admin without switching tools.
• Real-time visitor tracking: See live visits, active pages, referrers, and locations as they happen.
• Pageviews, events & custom dimensions: Track pageviews, clicks, downloads, and custom events, and add custom dimensions for richer segmentation.
• Goals & conversion tracking: define goals (form submit, URL, events) and measure conversion rates and funnels.
• E-commerce tracking tracks product views, cart actions, transactions, revenue, and product-level metrics.
• Funnels & A/B testing: build conversion funnels and run experiments to optimize user journeys.
• Heatmaps & session recordings: visualize where users click/scroll and replay sessions to spot UX issues (optional modules).
• Form analytics: analyze form interactions, drop-offs, and field-level friction.
• Privacy & compliance controls: IP anonymization, cookie controls, tracking opt-out, and settings to help meet GDPR/CCPA requirements.
• Consent manager and cookie handling ability to respect consent banners and conditionally enable tracking based on user consent.
• APIs, developer hooks & plugin integrations: REST APIs, WP filters/actions, and integrations so themes/plugins can send custom data or extend Matomo.
• Multi-site & user permissions support for multisite setups and role-based access to analytics data.
• Reporting & export: scheduled reports, CSV/PDF exports, and custom report creation.
• Performance/configuration options to disable cookies, reduce data retention, and tune which modules run to limit server load.

In this part, we’ll walk you through the essential steps you need to get right. Here’s what we’ll cover:

• How to install the Matomo Plugin in WordPress
  • A step-by-step guide to installing, activating, and configuring Matomo correctly.

• Get Started
  • Initial setup, first-time configuration, and important settings every site should enable.

• Update your privacy page.
  • Why your Privacy Policy must be updated, and how Matomo helps you stay compliant.

• Enable tracking
  • How to activate visitor tracking, verify that Matomo is recording data, and avoid common setup mistakes.

After the setup, we’ll also walk through what you can do inside Matomo, including:

• Summary Reporting
  • A top-level view of your key metrics and website performance.

• Visitors Reports
  • Overview
  • Visits Over Time

•  Visits Overview
  • Understand total visits, engagement metrics, patterns, and behaviour trends.

• Visits Log
  • See detailed session-level visitor data.

• Real-time Tracking
  • Real-time dashboard
• Locations
  • Where your visitors come from and which regions drive the most engagement.

• Devices
  • Breakdown of devices, screen sizes, and user technology.

• Software
  • See which browsers, operating systems, and technologies your audience uses.

• Times
  • Insights into peak activity hours and user behaviour throughout the day.

• User IDs
  • Track logged-in users (optional) for deeper analytics and behavioural insights.

So let’s get started.

How to install the Matomo Plugin in WordPress

Go to the WordPress Dashboard of your website.

 Screenshot 1: Dashboard of WordPress

From the left-hand navigation menu, go to the Plugin menu and click on it.

Screenshot 2: Plug-in Menu

You will see a Plugins Dashboard. Click on Add plugin.

Screenshot 3: Add a Plugin

Search for the Matomo plugin in the Add Plugin screen

Screenshot 4: Search for Matomo Plugin

Click on Install Now in the Matomo Plugin.

 Screenshot 5: Install Now Plugin

Click on the Activate Button.

Screenshot 6: Activate Matomo plugin

After installing the Matomo Plugin, you will see the menu of Matomo Analytics menu in the left-hand navigation.

Screenshot 7: Matomo Analytics

Navigate to the Matomo plugin's dashboard.

1. Get Started

This menu lists all the steps required for getting started using the Matomo plugin. 

Update your privacy page

Before you begin tracking, you have to update your privacy page with information about how you will respect user privacy to comply with laws like the GDPR or ePrivacy. You may also need to mention that you are using Matomo Analytics by having an Analytics section on your privacy page. Next, provide your visitors with an easy opt-out option by adding the [matomo_opt_out] shortcode to your privacy page or using the Matomo opt-out Gutenberg block.

Screenshot 8: Matomo opt-out Gutenberg block

Screenshot 9: Matomo opt-out option added to privacy page

Note: If you disable cookies in the tracking settings (it will be discussed later), you may not need to request cookie consent under GDPR/ePrivacy 

Enable tracking

Turn on tracking using the default configuration by clicking the Enable tracking button.

Screenshot 10: Enable Tracking Now

Once the button is clicked, you will see a message: Tracking is enabled.

Screenshot 11: Tracking Is Enabled

This means your tracking is up and running: no further setup is needed. If you’d like, you can click here to customize the tracking code, though it’s completely optional. After some visits are recorded, your reports will appear in the dashboard. At this step. We will be discussing this in depth in the upcoming section.

Screenshot 12: Dashboard Of Matomo Plugin

You can hide this page (Getting Started menu) once all the Getting Started steps are completed.

2. Summary

This menu gives a bird's-eye view of all the metrics that are tracked by Matomo Analytics.

• Country: Shows where your visitors are located geographically.
• Device type: Identifies whether users visit from desktop, mobile, or tablet devices
• Screen Resolution: Displays the screen sizes and resolutions your visitors use.
• Browsers: Lists the web browsers your audience uses to access your site.
• Page titles: Report analytics based on individual page titles viewed by users.
• Exit page titles: Shows the pages where visitors most often leave your site.
• Outlinks: Tracks clicks on links that lead users to external websites.
• Social Networks: Displays traffic and engagement coming from social media platforms.
• E-commerce Orders: Tracks online sales, transactions, and order details.
• Visits Summary: Provides an overview of total visits, unique users, and key metrics.
• Actions-main Metrics: Measures user actions such as pageviews, clicks, and events.
• Goals: Tracks how often visitors complete defined objectives like signups or purchases.
• Operating System Families: Identifies the operating systems visitors use (e.g., Windows, iOS, Android).
• Visits per hour in the site’s timezone: Displays visit trends across different hours of the day.
• Entry page titles: Shows which pages visitors first land on when entering your site.
• Downloads: Tracks files or documents downloaded from your website.
• All Channels: Summarizes traffic sources such as direct, search, social, and referrals.
• Campaigns: Measures visits and conversions generated by marketing campaigns.
• Product Name: Displays performance data for each product in your e-commerce tracking.

You can change the date to view the summary accordingly. Here are the following options:  

• Yesterday 
• Today 
• This week 
• Last week 
• This month 
• Last month 
• This year

Screenshot 13: Matomo Analytics Summary

3. Reporting

The Reporting section provides detailed insights into your website’s traffic, visitor behavior, and performance metrics, helping you analyze and understand your site’s analytics in one place. This menu will open the Matomo plugin's dashboard in a new tab.  It will show the following cards. 

• Visits in real time: Displays live visitor activity on your website in real time.Click on View detailed visit log.
• Welcome card: You can view all Matomo video tutorials. You can close this widget anytime by clicking the ‘X’ icon at the top.
• Visits Over Time: Shows the number of visits to your website over a selected period of time.
  • The following are the Metrics available to plot
    • Visits
    • Unique visitors
    • Users
    • Avg. Visit Duration (in seconds)
    • Bounce Rate
    • Actions per Visit
    • Maximum actions in one visit
    • Visits with Conversions
    • Pageviews
    • Unique views
    • Downloads
    • Unique Downloads
    • Outlinks
    • Unique Outlinks
    • Avg. generation time
    • Searches
    • Unique keywords
  • Also, you can view data by day, week, month, and year.
• Movers and Shakers: Shows which pages, campaigns, or keywords have experienced the biggest changes in traffic or performance compared to a previous period.
• Visits Overview: The Visits Overview card provides a quick snapshot of your key visitor metrics for whatever date range you’ve selected. Instead of diving into full reports, you get the essentials right at a glance.
  • Each metric is paired with a mini trend line that shows how that metric has behaved over time. 
    • The blue dot marks the peak, the day or moment traffic was strongest.
    • The orange dot shows the low point, where activity dipped.
  • These tiny visual cues make it easier to understand performance patterns instantly, without needing to interpret a large chart.
  • The following data is available: 
    • Unique visitors
    • Visit duration  
    • Visits have bounced (left the website after one page)
    • Actions (page, views, downloads, outlinks, and internal site searches)
    • Max actions in one visit
    • Pageviews
    • Unique pageviews
    • Unique keywords
    • Downloads
    • Unique downloads
    • Outlinks
    • Unique outlinks

• Become a Matomo expert: This card guides you on your journey to becoming a Matomo expert.
• Visitor Map: Displays the geographic locations of your website visitors, showing where your traffic comes from around the world.
• Channel Types: Shows how visitors reach your website by categorizing traffic sources such as direct visits, search engines, social networks, and campaigns.
• Matomo.org Blog: Provides the latest news, updates, and tips from the official Matomo team to help you make the most of your analytics.

Screenshot 14: Reporting → Dashboard

Visitors

Shows who is visiting your site, their location, device, and behaviour, and how they interact during their visits.

Overview

Screenshot 15: Visitors → Overview

Visits Over Time

This graph shows how many people visited your site within a selected date range.

Screenshot 16: Annotations for date range

Visits Overview 

This card gives a summary of key visitor statistics.

• Unique visitors, Number of total visits
• Average visit duration: Average time users stayed on your site.
• Bounce rate: Percentage of users who left after viewing only one page.
• Actions per visit: Average actions (pageviews, downloads, searches) per visit.
• Max actions in one visit: The highest number of actions taken by a single visitor.
• Pageviews, unique pageviews: Number of pages viewed and unique pages viewed.
• Total searches, unique keywords: Count of internal searches and distinct keywords used.
• Downloads, unique downloads: Number of file downloads and unique files downloaded.
• Outlinks, unique outlinks: Number of outbound link clicks and unique link destinations.

Visits Log

This screen shows a detailed list of each visitor’s activity.

Screenshot 17: Visitors → Visit Logs

In the single row, it shows.

• Visit Time: Timestamp of when the visit occurred.
• IP: IP Address 
• Location: Visitor’s country, region, or city.
• Referrer: Shows how the visitor arrived (search, social, direct, or link).
• Browser/OS/Device: Shows the browser and operating system used and device (desktop, tablet, mobile).
• Visitor Type (New/Returning): Indicates whether the visitor is first-time or returning.
• Actions Taken: Action with duration. Below is a list of all pages the visitor opened during the session.
• View Visitor Profile: This opens a new pop-up panel where the full activity history of a specific visitor is displayed.

Screenshot 18: View Visitor profile

• Conversion Details: Displays goals or e-commerce conversions triggered.
• Custom Variables/Dimensions: Any additional custom data attached to the visit.
• Reload/Refresh: Updates the latest visits in real time.
• Segment/Filter: Allows filtering by visitor attributes or behaviour.
• Export/Download: Download raw visit data in different formats.

Real-time

This screen shows live visitor activity as it happens.

Screenshots 19: Visits in real time

The first two rows are 

• Date
  • Last 24 Hours: Live stats from the past 24 hours.
  • Last 30 Minutes: Live stats from the past 30 minutes.
• Visits: Number of visitors within the selected time range.
• Actions: Total interactions (pageviews, clicks, downloads) in that period.
• The next row shows all the visits in real time. 
• There is a button to start or pause visits in real time.

Real-time map

This screen shows live visitors on an interactive world map.

Screenshot 20: Visitors → Real Time Map

Locations

The Locations report shows where your visitors come from, displaying countries, regions, and cities to help you understand your audience’s geographic distribution.

• Visitor Map: This is the first card shown. It shows where visitors are located on a world map.
• Country: Lists visits by country.
• Continent: Group visits by continent.
• Region: Shows visits sorted by region/state.
• Distinct Countries: Number of unique countries visitors came from 
• City: Shows visits grouped by city.
• Web-browser Language: Displays the language set in visitors’ browsers.
  • Language Code (Related Report): Shows language codes used by visitors.

Screenshot 21: Visitors  → Location

For all the cards, data can be displayed in the following formats:

• Displays a simple table
• Display a table with Visitor engagement metrics
• Display a table with Goals metrics
• Insights
• Vertical bar graph
• Pie chart
• Tag cloud 

Devices

The Devices report shows the types of devices, operating systems, and screen resolutions your visitors use, helping you optimize your site for different user experiences.

Screenshot 22: Visitor  → Devices

Device Type: This shows the category of devices used 

• Desktop
• Camera
• Car browser
• Console
• Feature phone
• Peripheral
• Phablet
• Portable media player
• Smart display
• Smartphone
• Smart speaker
• Tablet
• Tv
• Wearable
• Device Model: Shows the exact model of the visitor’s device.
• Device Brand: Displays the manufacturer of visitor devices.
• Screen Resolution: Lists screen sizes used by visitors.

For every card, there is an option to display the total row, change the visualization, export the dataset in other formats, and search. 

Software

The Software report displays the browsers, browser versions, and operating systems your visitors use, helping you understand their technical environment.

• Operating System Versions: Shows the specific OS versions used by visitors.
  • Operating System Families (Related report): Groups visitors by OS family (Windows, macOS, Linux, etc.).
• Browsers: Shows which web browsers visitors used.
  • Browser Version (Related Report): Lists versions of each browser.
• Configurations: Lists detailed browser + OS + device combinations.
  • Screen Resolution (Related Report): Shows visitors’ screen sizes.
• Browser Plugins: Displays browser plugins detected for visitors. (Note: Not tracked for IE < 11; only for modern browsers.
• Browser Engines: Shows which rendering engines (e.g., Blink, WebKit, Gecko) were used.

Screenshot 23: Visitors → Software

Times

The Times report shows when visitors access your site, highlighting peak hours and daily activity patterns to help you understand user behaviour over time. The first graph shows the local time in each visitor’s own time zone when they accessed your site. The second graph shows the corresponding times based on your site’s time zone.

• Visits per Local Time: Shows visits based on each visitor’s local time.
  • Visits by Day of the Week (Related Report): Displays how traffic varies across weekdays.
• Visits per Hour in the Site’s Timezone: Shows visit distribution by hour using your site’s timezone.

Screenshot 24: Visitors → Times

User IDs

The User IDs report tracks activity from logged-in or identified users, allowing you to view individual user journeys and behavior across your site. This screen lists visits grouped by assigned user identifiers (such as a username or email). Note: If no data is displayed, a User Guide Link is shown, which provides instructions for enabling and generating User ID data. This is discussed in the next section of the Settings menu.

Screenshot 25: Visitors → User IDs

Conclusion

Setting up your WordPress site with Matomo isn’t just about installing another analytics plugin; it’s about building a strong, privacy-friendly, fully owned data foundation.  In this first part, we covered how to install the Matomo plugin, update your privacy page, enable tracking, and understand the core reporting areas that will guide your decision-making. With your analytics framework in place, you now have the clarity, accuracy, and control needed to understand how users interact with your website. This foundation ensures your tracking is compliant, your insights are reliable, and your decisions are based on real behavior, not guesswork. Next up in Part 2, we’ll dive deeper into Matomo’s advanced reporting features. You’ll learn how to interpret user behavior, track performance across channels, measure conversions, and unlock powerful insights across:

• Behaviour Reports
• Acquisition Reports
• E-commerce Reports (if enabled)
• Goals
• Tag Manager
• Settings 

Introduction

If you’ve started to feel like Webflow is holding your website back & want more flexibility to grow, customize, and take full control of it, migrating to WordPress is a smart move.  The process might seem complicated at first, but with the proper planning, it becomes much easier.

Whether you’re a marketer or a business owner, this guide will help you move everything over smoothly. We’ll walk you through every stage, from preparing and exporting your content to rebuilding your design and launching your new WordPress site with confidence.

Why Consider Migrating from Webflow to WordPress in 2026?

Webflow makes it easy to create visually stunning websites with simple design tools right from the start. But as your business grows, you might find its features, integrations, & pricing too limiting. 

On the other hand, WordPress gives you full control & flexibility. It scales effortlessly with your growth and opens the door to thousands of plugins and themes, making it a perfect fit whether you’re running a blog, an online store, or a large enterprise website.

Flexibility and Customization Options

WordPress’s open-source setup gives you complete freedom to shape your website however you want. You can create custom content types, add advanced features, and tweak the code to fit your needs without restrictions.

Plugin Ecosystem and Integrations

Webflow offers limited integrations, but WordPress supports almost any tool you can think of. From WooCommerce for eCommerce to Yoast SEO, marketing automation & CRM platforms that help your site grow.

Cost Efficiency and Long-Term Value

From a total cost of ownership perspective, WordPress offers significantly better long-term value. Your initial investment covers hosting, setup, and essential tools, but ongoing costs remain stable even as your website scales. Unlike Webflow’s usage-based pricing, where expenses rise with additional pages, traffic, CMS Collections, or users.

SEO Capabilities and Site Ownership

WordPress offers advanced SEO plugins (Yoast, Rank Math) to automate technical SEO sitemaps, schema, and redirects far beyond Webflow’s basics. Since it’s self-hosted, you fully own your data, code, and SEO with no vendor lock-in.

Preparing for Your Migration: What You Need Before You Start

Before moving from Webflow to WordPress, take time to organize and back up your existing site. This preparation ensures nothing gets lost during migration & helps you rebuild your site in WordPress with accuracy & efficiency.

Assessing Your Current Webflow Site Structure

• Check the Sitemap: - Export your Webflow sitemap with a crawler (e.g., Screaming Frog) or online tools and document every URL, hierarchy, and internal link. 
• Forms and Interactive Elements: - List all forms & animations, & you’ll need to rebuild in WordPress.
• Custom Code & Integrations: Document all custom HTML/CSS/JS, analytics configurations, and API integrations implemented on your Webflow site.
• Check Images and Media Assets: -  Create a full list of all images, videos, and documents with file names and alt text so you can verify them in WordPress, preventing missing visuals, broken URLs, and SEO loss during migration.

Choosing Reliable WordPress Hosting

• Choose a managed WordPress host (like Awesome Ops, WP Engine, Kinsta, or Cloudways) for better performance and security.
• Ensure compatibility with PHP 8+ and MySQL 8+.
• Set up WordPress on a staging site, create secure admin credentials, and enable HTTPS and automatic updates.

Exporting Content and Media from Webflow

You can export that data (like blog posts, case studies, or a team directory) as a CSV file. Open the CMS Collections section in Webflow, select the collection you want, & click Export. This CSV file will be your key to importing everything into WordPress.

Map the Content Structure

Before importing, decide how your Webflow content will live inside WordPress:

• Blog posts → Posts
• Case studies or portfolio items → Custom Post Type (CPT)

Document which Webflow fields should map to which WordPress fields. Here’s a simple example you can follow:

Webflow Field	WordPress Field	Notes
name	Post Title	Main title of the post/page
slug	Post Slug	URL slug for the post
postcontent	Post Content	Main body content
postsummary	Post Excerpt	Short description/summary
image	Images → Image filenames	Will import to Media Library
published on	Post Date	Controls the “Published On” date
author	Post Author	Must match an existing WordPress username
maintag[1], tag2[1], tag3[1]	Taxonomies → Tags	Add tags if needed
poststatus	Post Status	Normally set manually to “Published.”
ctabuttontext, ctadescription featured	Custom Fields	Adds a custom field value

Table 1: Sample Content Mapping from Webflow to WordPress

Export each Webflow CMS Collection as its own CSV file. If the CSV includes images, WP Import Export Lite can download and attach them to the WordPress Media Library.

Save Static Pages & Custom Elements

Static pages (like Home, About, and Services) are included in Webflow’s Code Export as static HTML, CSS, JS, and assets. This option is only available on paid Webflow plans. Since WordPress can’t directly import these exported files, the practical approach is to manually move over the text content and re-upload your images during the migration.

Custom layouts, forms, and animations are included in the exported code, but they aren’t directly usable in WordPress and typically need to be rebuilt or reconfigured. These elements can be recreated in WordPress using page builders like Gutenberg or Elementor.

Step-by-Step Process to Migrate from Webflow to WordPress

Installing and Setting Up WordPress

Start by installing WordPress on your hosting account. Most hosts offer a one-click installer. Create an admin account with a strong password and a valid email address.

Once installed, log in to your WordPress dashboard, your new control center for managing pages, posts, media, and plugins.

Before importing your content, adjust a few key settings:

• Timezone and Date/Time Format: Go to Dashboard → Settings → General and match your local time.

Screenshot 1: Date/Time Setting

• Permalinks: Under Settings → Permalinks, choose a clean structure like Post name. Match your Webflow URLs to preserve SEO value. 

Screenshot 2: Permalinks

• Media Settings: Adjust upload file size limits and image sizes if needed.
• SSL: Enable HTTPS using your host’s SSL and a plugin like Really Simple SSL.
• Turn on automatic updates: Turn on automatic updates (Dashboard → Updates ) for WordPress core, plugins, and themes.

Once WordPress is installed, add a few essential plugins to get ready for migration:

• Migration: Use something like WP All Import Export (premium or the new name)to import your CSV exports.
• SEO plugin: Tools like Yoast SEO, Rank Math, or AIOSEO help maintain your search visibility.
• Security plugins: Wordfence or Sucuri helps in keeping your site secure.
• ACF (Advanced Custom Fields): Lets you create custom fields to match your Webflow content structure, best for migrating extra data like images, repeaters, text fields, and more.
• Custom Post Type UI (CPT UI): Helps you create custom post types & taxonomies by replicating Webflow CMS Collections like Blogs, Case Studies, Services, or Team Members.

Your WordPress setup is now ready for migration.

 

Importing Webflow Content to WordPress

Step 1: Install the WP Import Export Lite Plugin

• Go to your WordPress Dashboard → Plugins → Add New.
• Search for “WP Import Export Lite.”
• Click Install Now and then Activate the plugin.

Screenshot 3: WP Import Export Lite

Step 2: Create a New Import

• Navigate to WP Imp Exp → New Import in your WordPress admin panel.
• Choose Upload from Desktop, then click Select Files to upload your CSV file.
• After the file uploads successfully, click Continue to Step 2.

Screenshot 4: New Import

Step 3: Select Post Type

• Under Import each record as, choose Post, Page, or any custom post type depending on your data.
• In Handle New and Existing Items, select:
  • Import new items only & skip existing items (recommended for first-time import).

Screenshot 5: Select Post Type

Then click Continue to Step 3.

Step 4: Map Title and Content Fields

In the Title & Content section, map your CSV fields:

• In the Title & Content section, map your CSV fields:
  • Post Title → {name[1]}
  • Post Content → {postcontent[1]}
• Enable “Search image through content and import images wrapped in <img> tags” if your posts contain inline images.

Screenshot 6: Map Title and Content Fields

Step 5: Configure Image Settings

• Scroll to the Images section.
• Enable Download images hosted elsewhere and add your image field (e.g., {image[1]}).
• Check Set the first image to the Featured Image (_thumbnail_id) to automatically assign featured images.

Screenshot 7: Image Settings

Handling AVIF Image Formats During Migration

Webflow often exports images in .avif format, which is good for keeping your visuals sharp and your site fast, but WordPress doesn’t fully support AVIF yet, so those images might not upload during migration.

You can easily enable AVIF support with a quick code snippet added through the Code Snippets plugin.

// Allow AVIF in media uploads function allow_avif_uploads($mime_types) {     $mime_types['avif'] = 'image/avif';     return $mime_types; } add_filter('upload_mimes', 'allow_avif_uploads'); // Fix file type detection for AVIF function fix_avif_filetype_check($data, $file, $filename, $mimes) {     $ext = pathinfo($filename, PATHINFO_EXTENSION);     if (strtolower($ext) === 'avif') {         $data['ext']  = 'avif';         $data['type'] = 'image/avif';     }     return $data; } add_filter('wp_check_filetype_and_ext', 'fix_avif_filetype_check', 10, 4);

Screenshot 8: Handling AVIF Image

This code helps WordPress recognize .avif images properly. It not only allows you to upload AVIF files but also prevents those “file type not allowed” errors.

Once added, you can safely re-import or manually upload your .avif images through the media library without issues.

Step 6: Title & Meta Description

Scroll to the Yoast SEO section and map:

Screenshot 9: Title & Meta Description

Step 7:  Custom Fields (If Applicable)

• Scroll to the "Custom Fields" section.
• Click Add New and create a mapping for each field.
• Enter the custom field name or WordPress ACF field name (e.g., cta_description, cta_button_text, featured) (from the Table 1 Fields that were mapped)
• In Value, insert the matching source placeholder
  (e.g., {ctadescription[1]}, {ctabuttontext[1]}).
• Set Options as Normal Data.
• Repeat for every field that you want to be imported.

Screenshot 10: Map Custom Fields

Step 8: (Optional) Set Up Missing ACF Fields

Perform this step only if the ACF fields you need are not created in WordPress:

• Go to Plugins → Add New
• Install and activate Advanced Custom Fields

Screenshot 11: Install ACF

• Create a Field Group for your imported fields.
• Assign the Field Group to the correct Post Type.
• Save the field group.

Screenshot 12: Field Groups

Step 9: Configure Taxonomies

Taxonomies organize your imported content in WordPress by grouping posts in categories, tags, or any custom taxonomies your theme or plugins use.

• Scroll down to the Taxonomies section.
• You’ll see options such as:
  • Categories
  • Tags
  • Any custom taxonomy (e.g., “Topic,” “Industry,” “Location,” etc.) registered on your site.
• Enable the taxonomy you want to import (for example, Tags or Categories).
• In the mapping field, insert the corresponding columns from your CSV file. For example:  {maintag[1]}, {tag2[1]}, {tag3[1]}

Screenshot 13: Taxonomies, Categories, Tags

Step 10: Configure Post Status, Date & Discussion Options

Under Other Post Options, set the following:

• Post Status -> Published
• Post Dates -> {publishedon[1]}

The date field must use a format supported by WordPress. Example: 2024-11-10 13:00:00

Screenshot 14: Post Status, Date & Discussion

Next, map Slug and Post Author.

Screenshot 15: Slug & Author

• Match the author column from your CSV to the WordPress Author field. Eg: {author[1]}
• Before importing, make sure all the authors in your CSV are already users in WordPress.
• If an author doesn’t exist, create their user profile first. 
• This way, every post you import will automatically show the right author.

Step 11: Handle Existing Items & Update Options

• In step 11, scroll to Search Existing Items. 
• Choose how to detect duplicates on your site using one or more fields, for example, by slug, title, Post meta,  or Post ID.

Screenshot 16: Search Existing Items

Update Existing Item Fields

• Choose which parts of your content to update, or choose 'update all' if you want.
  • Post status
  • Title
  • Author
  • Slug
  • Content / Description
  • Excerpt / Short Description
  • Dates
  • Menu order
  • Parent post
  • Post type
  • Comment status
  • Ping Status
  • Post Password
  • Attachments
  • Images
  • Custom Fields
  • Taxonomies (incl. Categories and Tags)
• For your first import, you’ll need to select at least one field, as the plugin requires it.
  • Check Title, Content, & Images as these are essential fields & safe to include.
  • Leave other options like Dates, Slug, Custom Fields, or Taxonomies unchecked unless you need to update them.

Screenshot 17: Update Existing Item Fields

Speed Optimization

Enable iterative processing and processing around 20 records per batch (adjust as per server capacity).

Set a friendly name for the migration process, such as Webflow to WordPress migration {datetime}

You will be shown the Import Summary with all the settings that were set in the previous steps. To complete the import, you once in the import in background or run it as it is. 

Screenshot 18:  Import Summary

Click Continue to start the import.

Screenshot 19: Import Complete for a Particular Collection 

Note: Repeat these steps (till Step 11) for all the CMS collections. Blogs in Webflow will be migrated to posts in WordPress. All other CMS collections should be migrated to custom post types.

 

Rebuild Your Webflow Design in WordPress in Parallel

While your content migration is in progress, also start rebuilding your Webflow designs in WordPress. Doing both in parallel helps you save time, maintain design consistency, and ensure the new site is ready for launch as soon as your data migration is complete.

Decide how you want to build the site, like a custom theme, or customize a pre-built theme with a page builder like Elementor.

Choose a Theme

Pick a lightweight, flexible, mobile-friendly theme compatible with your plugins or builder. Avoid bloated themes.

Use the WordPress Customizer to:

• Upload your logo and brand assets
• Adjust colors, fonts, and layouts
• Configure headers, footers, and responsive settings

Replicating CMS Collections and Static Pages

First, note how many unique design pages there are. Then develop single and archive templates for all of them. 

For blogs, use WordPress Posts, and for CMS collections, use Custom Post Types. Replicate them exactly as the original design. 

Use Gutenberg or a page builder such as Elementor to replicate each webpage visually.

Similarly, for static pages, replicate them as WordPress pages.

When rebuilding your Webflow site in WordPress, the goal is to replicate every element visually, structurally, and functionally to achieve a seamless transition. 

Here are a few things to consider

• Recreate the headers, footers, and navigation menus according to the Webflow layout.
• Recreate layout grids and sections to mirror Webflow’s structure.
• Match font families, font weights, and line heights 
• Replicate color palettes and gradients for consistency across pages and components.
• Recreate spacing and alignment, and maintain the same padding, margins, and hierarchy used in Webflow.
• Rebuild animations and transitions using CSS, GSAP, or your WordPress page builder’s animation options.
• For category filters or sorting options, you can write custom WordPress queries or use plugins like FacetWP, SearchWP, or Relevanssi WordPress plugins.
• Recreate the forms using the Gravity Forms or Formidable Forms WordPress plugins. 

Post-Migration Checklist: Ensuring a Smooth Transition

You're almost at the finish line! With your content migrated and your design in place, the last step is to test everything & make sure it runs perfectly.

Testing Site Functionality and Performance

Check every page & feature to make sure they’re working properly:

• Navigation & Links: Check all internal and external links to ensure nothing is broken.
• Forms: Submit every contact or lead form to confirm it is working.
• Interactive Elements: Test sliders, buttons, pop-ups, & other dynamic features.
• User Accounts: Verify login, registration, & profile functionality if applicable.

View your website on different browsers & devices to ensure responsiveness.

A fast website improves both UX and SEO:

• Test page load times (GTMetrix, PageSpeed Insights)
• Check layouts on mobile and tablet
• Confirm cross-browser compatibility (Chrome, Safari, Firefox, Edge)
• Review Core Web Vitals: LCP, FID, CLS

Make sure your content is transferred correctly:

• Review each page & post to fix any formatting issues
• Check that all images, videos, and downloadable files appear and function properly
• Test internal & external links to ensure nothing is broken

Point your Webflow domain to WordPress

The final step is to connect your domain to your WordPress site. This just means updating your DNS settings so visitors & search engines are directed to your new WordPress hosting instead of Webflow. Follow these steps:

1. Get DNS Records from Your WordPress Host: Log into your hosting account & locate the required DNS settings, usually nameservers (e.g., ns1.yourhost.com, ns2.yourhost.com), A record (server IP), or a CNAME for the www version.
2. Access Your Domain Registrar: Sign in to the platform where your domain is registered (e.g., GoDaddy, Namecheap, Google Domains, Cloudflare). This is where you manage DNS & domain settings.
3. Remove Webflow DNS Records: Delete any DNS records or nameservers that are still pointing to Webflow. Then, add the new nameservers, or update the A record/CNAME—provided by your WordPress host to make sure your domain connects to the correct server. 
4.  Save & Allow DNS Propagation: Save your updated DNS settings, then allow DNS propagation. DNS propagation may take anywhere from a few minutes to 24–48 hours, during which your site may temporarily show the old version.
5. Test Your Domain & Site: Once DNS propagation is complete, open your domain in a browser & make sure your WordPress site loads properly. Check a few pages, links, forms, and media to confirm everything is working as it should.

Conclusion

Migrating from Webflow to WordPress opens the door to more growth, freedom, and endless customization. With the right tools and proper planning, you can smoothly migrate your content, continue your unique design, and expand your site with ease. 

Ready to make the move? Start your migration today and see just how far WordPress can take your website. 

Want us to handle your Webflow-to-WordPress migration? Schedule a free consultation with our migration experts.

Frequently Asked Questions