Matomo Custom Reports: Plugin, API or AI Assistant?

There are three useful ways to create a custom Matomo report: define a report inside Matomo, retrieve data through its API, or ask an AI assistant to turn existing reports into a written briefing. They solve different problems and do not provide identical access to data.

Use the Custom Reports plugin for a saved reporting view

If you need a reusable combination of dimensions, metrics and filters within Matomo, inspect its Custom Reports feature. Availability depends on your hosting arrangement and installed plugins. Start with the official guide, then confirm the feature is available on your own installation.

Before configuring a report, write its question: for example, which campaign and device combinations produce relevant activity? Identify the dimensions and metrics required to answer it. A large table with every available field usually creates more interpretation work.

Check how the selected metric behaves over time and under filters. Counts, rates and unique values need different aggregation rules. Use Matomo’s own definitions rather than assuming every column can be added together.

Use the Reporting API for an external workflow

Choose the Reporting API when another application needs to retrieve data, format it or combine it with a separate source. An API client still needs appropriate permissions and access to the required Matomo feature.

An API request does not unlock an unavailable premium plugin. A report also needs a well-defined website ID, period and date. Document those alongside the result so an external dashboard can be checked against the original.

For an automated weekly briefing, see the n8n walkthrough. Keep credentials in the integration’s credential storage and send only the report data needed for analysis to an AI provider.

Use an AI assistant for a tailored narrative

An assistant is useful when the question is already answerable from existing reports, but you want a particular explanation or format. For example: “Summarise the leading traffic sources and pages for the last completed week for a nontechnical colleague.”

Savigny currently exposes seven read-only tools. Those cover traffic summaries and lists; they do not create Matomo Custom Reports, execute arbitrary Reporting API methods or apply custom segments.

Use the selected website and last completed calendar week. Retrieve
visits, traffic sources and top pages. Create a concise briefing for
a content team. State dates and timezone, preserve the source figures,
and give each observation a proposed follow-up check. Flag any part
of the question that the available tools cannot answer.

This is a custom-written briefing, not a saved Custom Reports configuration inside Matomo. The distinction matters when colleagues expect to reopen a report with the same dimensions next month.

Choose with three questions

First, do you need a persistent report inside Matomo? Start with the plugin. Second, do you need a repeatable integration with other systems? Start with the API. Third, do you need help interpreting available reports or writing an audience-specific summary? Try an assistant.

In every case, verify one output manually before repeating it. Check the full period, active filters and whether leading-row limits hide a long tail. Add business outcomes from their original reports when traffic alone cannot answer the question.

For a reusable written structure, download the monthly reporting template. For differences between connector scopes, read Openmost vs Savigny.