Piwik PRO Updates Funnels, Segments, and Data Activation in 18.78 and 18.79

In October and early November 2026, Piwik PRO released versions 18.78 and 18.79 of its analytics platform. The updates expand capabilities for analyzing user journeys, configuring segments, examining geographic data, and managing customer profiles in Data Activation. Release 18.78 was issued on October 19. It introduced grouped filter conditions, improved attribution of Meta Ads traffic, and fixed a problem with passing analytics segments to Data Activation. Version 18.79, released on November 2, increased the maximum depth of Funnel and User Flow reports from five to ten steps. Piwik PRO also redesigned the Data Activation profile interface and expanded geographic dimensions.

These changes support more detailed analysis of user behavior and simplify working with audiences created from a company's first-party data.

Funnel and User Flow: Up to Ten Steps in a User Journey

On November 2, Piwik PRO increased the maximum number of steps in Funnel and User Flow reports from five to ten. Previously, analysts could examine only relatively short sequences of interactions. For example, a standard ecommerce funnel might include viewing a product page, adding an item to a cart, starting checkout, entering payment information, and completing a purchase. If the user journey contained additional events, analysts had to simplify the sequence or create multiple reports.

Longer sequences can now be analyzed. For ecommerce, a funnel can include category views, product searches, filter use, product page views, add-to-cart actions, checkout initiation, and subsequent steps. In B2B SaaS, ten steps can be used to analyze registration, email verification, initial setup, integration connections, and product activation. User Flow also makes it possible to examine longer sequences of navigation without stopping at the first five events. This is especially useful for products where a conversion requires several intermediate actions.

However, Piwik PRO warns about potential performance degradation when working with large datasets. When eight or more steps are added, the interface may display a performance warning. Consequently, increasing report depth does not mean that every user journey must be analyzed in full. The appropriate level of detail depends on the task and the volume of data.

New Include and Exclude Conditions for Filters and Segments

In version 18.79, Piwik PRO added a universal Include or Exclude choice for filter and segment conditions. Users can now explicitly specify whether records matching a condition should be included in or excluded from the selection. For example, a marketing team may analyze conversion rates for visitors from paid traffic.

In one scenario, the team includes only selected advertising channels. In another, it excludes those channels to analyze the remaining audience separately. The same approach can be used for segments based on devices, geography, or user events. The new setting simplifies negative conditions, particularly in complex segments with multiple rules.

However, Include and Exclude logic does not eliminate the need to check the resulting selection. If conditions overlap or apply to different scopes of data, the resulting segment may differ from what an analyst initially expects. After changing a filter, users should therefore check user counts, sessions, and other control metrics.

Filtering Multiple Values in Version 18.78

On October 19, Piwik PRO introduced the is any of and is none of conditions. They allow multiple values to be included or excluded through a single rule. Previously, such a configuration might have required separate conditions joined by logical operators. For example, a marketer analyzing traffic from Google Ads, Meta Ads, and LinkedIn Ads previously had to define each value separately. Now all required values can be entered in one is any of condition.

The is none of condition does the opposite: it excludes several values at once. The new operators are supported in channels, alerts, reports, dashboards, and other analytics components. For companies that regularly create segments by advertising source, region, or page category, this reduces setup time.

For example, a report can include all paid social channels without requiring a separate filter for each platform. However, these operators do not change traffic classification or combine channels into a new attribution model. They only simplify selecting values within existing dimensions.

Meta Ads: Improved Identification of Visits With the fbclid Parameter

One of the more significant changes in version 18.78 concerns advertising data collection. Piwik PRO updated its handling of the fbclid parameter, which Meta adds to URLs for visits originating from its advertising systems. Previously, a visit containing fbclid but no other campaign parameters could be classified less precisely. Analytics now identifies such a visit as Meta Ads traffic even when no other campaign parameters are present in the URL. The specific advertising campaign, however, remains unknown.

This distinction matters: fbclid helps identify the advertising origin of a visit but does not automatically recover the campaign name, ad set, or ad ID. Piwik PRO also starts a new session when the fbclid value changes. For example, if a visitor opens a site through one Meta ad link and then follows a second link with a new fbclid, the system accounts for that change when creating sessions. This approach separates interactions with advertising links more precisely. After the update, however, session metrics and traffic distribution may differ from those produced by the previous collection logic.

That does not necessarily indicate an actual increase in the advertising audience. Companies using Piwik PRO to evaluate Meta Ads should account for the change in fbclid handling when comparing historical reports.

Data Activation: Fixed Transfer of Segments Created Through the API

In version 18.78, Piwik PRO fixed an issue affecting the interaction between Analytics and Data Activation. Previously, users could not create new audiences based on analytics segments when those segments had been created through the API. For example, a company might automatically generate segments based on user events and attributes through its own software process.

However, a limitation occurred when the company tried to turn such a segment into an audience for Data Activation. After the fix, API-created segments can be used to form new audiences. This matters for companies that manage analytics objects programmatically rather than exclusively through the interface.

For example, an analytics team can create segments based on specific business rules while the marketing team uses them in Data Activation. The update restores the connection between automated analytics configuration and subsequent audience activation. Creating a segment does not, however, mean that users are automatically exported to an advertising or CRM system. That requires the appropriate Data Activation settings and available integrations.

Data Activation: A New Customer Profile Interface

On November 2, Piwik PRO redesigned the user profile view in Data Activation. Information about an individual customer can now be examined in one interface. The view combines profile information, audience memberships, session history, and real-time activity. Previously, accessing this information could require moving between several sections.

For example, a marketer may examine a user who recently made a purchase. In the updated profile, the marketer can review available customer attributes, audience memberships, and recorded interactions with the website or app. This makes it easier to verify why a user belongs to a particular segment. Piwik PRO also reported improvements to navigation and the ability to share profiles with other users. For CRM and lifecycle marketing teams, the update is useful when analyzing personalized scenarios.

For example, they can check whether a user meets the conditions for inclusion in an audience of repeat buyers or visitors who abandoned checkout. The functionality is limited to the data that a company actually collects and associates with the profile. If certain events were not recorded or user identifiers were not matched, the profile cannot display the complete interaction history.

Geographic Analytics: Combining Two Levels of Regions

Version 18.79 introduced the Subdivision and subdivision 2 dimension. It combines two levels of administrative geographic subdivisions into a single value. For example, county names in the United States can repeat across different states. If an analyst uses only the county name, data from different areas can appear identical. The combined dimension helps distinguish these regions.

This is useful for companies analyzing geographic demand, local advertising campaigns, and branch performance. Piwik PRO also added the location_subdivision_1_2_label field to session-level raw data export configurations. The new field appears at the end of the exported file. This makes the same level of detail available not only in built-in reports but also in external analytics systems.

However, geographic identification in web analytics remains approximate. It does not confirm a user's physical address and may depend on the IP address, network infrastructure, and privacy tools in use.

Report Exports and the Warning About Formulas in CSV

In version 18.79, Piwik PRO added a warning next to the CSV Export option. It concerns situations in which spreadsheet applications interpret certain values in exported data as formulas. For example, a string beginning with a special character may be processed by Excel or another spreadsheet application as something other than ordinary text. This creates a risk of incorrect data display and, under certain circumstances, unsafe handling of file contents. The new notice directs users to Piwik PRO's guidance on handling CSV files safely.

The change is particularly relevant for teams that regularly export reports containing user parameters, page titles, and other text values. The warning itself does not change the contents of the exported CSV or guarantee protection against all issues involving formula interpretation. To use the data safely, users should follow the recommended procedures for importing and handling files.

Administration and Enterprise Access Improvements

In version 18.78, Piwik PRO expanded the user permission management interface. Administrators can now view an individual employee's permissions for sites, apps, and meta sites in a single view. This includes not only directly assigned permissions but also those inherited from groups.

For example, an employee may have limited access to one site through an individual setting and additional permissions through a corporate group. The new interface displays the combined result. This helps teams verify access restrictions between marketing departments, agencies, and owners of individual properties.

In version 18.79, the company fixed several additional Administration issues, including the display of long group names, permission filters, and navigation. The sign-in screen was also improved: the sign-in form now loads independently of the product information panel. These changes do not expand analytics data collection but simplify operating the platform in organizations with many users and resources.

Other Reporting Fixes in Versions 18.78 and 18.79

In addition to new features, Piwik PRO fixed several issues affecting report accuracy and stability. In version 18.78, quick filter conditions for dimensions converted into metrics were corrected. These columns now use the appropriate numerical operators, including is greater than and is less than. The company also corrected the display of the Google Ads currency and clarified the Site search event name in the Session Log. Version 18.79 fixed an issue with filtering numerical custom dimensions containing decimal values.

This matters for reports using financial metrics or quantitative values stored in Custom Dimensions. Another fix addressed an issue in which widgets wider than 12 columns could freeze the application during segment comparisons and prevent scheduled reports from being sent. A separate fix addressed the Times tab in the Engagement Report, which sometimes failed to load. Another change concerned value lists in is any of and is none of conditions: the system now handles searches more reliably after a filter is reopened.

Together, the fixes improve analytics reporting reliability and reduce the risk of incorrect results caused by interface errors.

Consent Manager and the Security Update

In version 18.79, Piwik PRO removed the Legacy label from Consent Manager. The company clarified that Consent Manager is now offered on Enterprise plans. Some Business plan customers may continue to use it under an existing license. This change concerns the product's commercial availability and does not mean that Consent Manager is automatically disabled for all existing customers. Separately, on October 22, Piwik PRO released security patch version 18.78.3.

It addressed two critical PHP vulnerabilities disclosed on October 21: CVE-2026-109618 and CVE-2026-109619. As a precaution, the company temporarily restricted potentially vulnerable functionality while installing the fixes. According to Piwik PRO, all environments had been updated by the evening of October 21. The company stated that event tracking continued working, no data was lost, and no additional action was required from customers.

Applying the Updates to Ecommerce, SaaS, and Lead Generation

For ecommerce, the most significant changes are longer funnels, updated handling of Meta Ads traffic, and the redesigned Data Activation interface. For example, an online store can analyze the sequence of actions from the first product interaction to purchase and identify the stages at which users most frequently abandon checkout. Additional fbclid handling helps classify some Meta Ads visits more accurately, even without other campaign parameters. For SaaS companies, ten-step funnels make it possible to study more complex user activation processes.

For example, a sequence may cover registration and email verification, creation of the first project, integration setup, and completion of a key action. For B2B lead generation, the new filter operators simplify visitor analysis by traffic source and other attributes. The API segment fix in Data Activation is also useful for companies that automatically build audiences from corporate data.

However, the updates themselves do not improve the quality of an existing tracking model. If key events are not configured, User ID is passed incorrectly, or advertising parameters do not meet attribution requirements, additional reporting tools will not automatically resolve these issues.

Release Dates and Availability of Piwik PRO Updates

18.78.0 — October 19, 2026: multiple-value filter conditions, fbclid handling, user permissions, and the API audience fix. 18.78.3 — October 22, 2026: patches for critical PHP vulnerabilities. 18.79.0 — November 2, 2026: up to 10 steps in Funnel and User Flow, Include/Exclude conditions, geographic dimensions, and Data Activation profiles. All three versions are listed in the official Piwik PRO changelog. The availability of individual modules depends on the customer's subscription plan and license.

For example, Data Activation changes apply to organizations using that product, while Consent Manager has separate plan restrictions. When assessing the updates, companies should therefore consider both the installed version and the products included in their subscription.

Piwik PRO: Developing Analytics and First-Party Data Activation

Piwik PRO is a web and product analytics platform combining user behavior measurement, reporting, data management, and Data Activation tools. Releases 18.78 and 18.79 expand several practical capabilities. The increased number of Funnel and User Flow steps makes it possible to examine more complex user scenarios. New filter conditions simplify audience segmentation. Updated fbclid handling improves the classification of some Meta Ads traffic.

The redesigned Data Activation interface helps analyze customer profiles, audience memberships, and interaction history. For marketing teams, these changes make customer journey analysis and work with first-party user data more convenient. The updates do not, however, constitute a new attribution system or automatic advertising campaign optimization. Their main result is expanded analytics functionality within the existing platform and more reliable data processing.

Sources

1. Piwik PRO — Official Changelog: Releases 18.78 and 18.79
2. Piwik PRO — Changelog Archive: October 2026