Matomo

Matomo, formerly known as Piwik, is the world's leading open-source web analytics platform and the most popular Google Analytics alternative. Originally created in 2007, Matomo has grown to power analytics for over 1.4 million websites worldwide, including major organizations, government agencies, and privacy-conscious businesses. The platform is developed by InnoCraft Ltd, with a strong commitment to privacy and data ownership.

100% Data Ownership

The fundamental philosophy behind Matomo is that your analytics data belongs to you, not to an advertising company. Unlike Google Analytics, which uses your data to build advertising profiles, Matomo ensures you retain complete ownership and control over your analytics data. This is true whether you self-host or use Matomo Cloud.

With self-hosting, your data never leaves your servers. This is crucial for organizations handling sensitive data, those subject to strict data residency requirements, or businesses in regulated industries like healthcare and finance. You decide where the data is stored, who can access it, and how long it's retained.

Self-Hosted or Cloud Options

Matomo offers two deployment options to suit different needs. The self-hosted version is completely free and can be installed on any PHP/MySQL server. This gives you maximum control and eliminates ongoing subscription costs, though you're responsible for hosting, maintenance, and updates.

Matomo Cloud is the managed alternative, starting at 19 euros per month. It includes all premium features, automatic updates, managed hosting on EU servers, and professional support. For organizations that want Matomo's privacy benefits without the operational overhead of self-hosting, the cloud version is an excellent choice.

No Data Sampling

One of Matomo's key advantages over Google Analytics is the absence of data sampling. Google Analytics samples data for high-traffic sites, meaning you see estimates rather than actual numbers. Matomo reports 100% of your traffic, providing accurate data regardless of your traffic volume. For businesses making decisions based on analytics, this accuracy is invaluable.

Comprehensive Feature Set

Matomo provides a full-featured analytics suite that rivals or exceeds Google Analytics capabilities. Core features include visitor tracking, page analytics, referrer tracking, campaign tracking, goal and conversion tracking, and e-commerce analytics. The interface is intuitive and customizable, with dashboards that can be tailored to your specific needs.

Premium features (included in Cloud or available as plugins for self-hosted) include heatmaps, session recordings, A/B testing, form analytics, media analytics, and custom reports. The tag manager allows you to manage all your tracking codes without developer assistance. Roll-up reporting enables multi-site analytics for agencies and enterprise users.

GDPR Compliance Built-In

Matomo was designed with privacy at its core, making GDPR compliance straightforward. The platform includes features specifically designed for GDPR compliance, including automatic IP anonymization, data anonymization options, user consent management, and easy data deletion capabilities.

When configured correctly, Matomo can be used without requiring cookie consent banners. By enabling features like cookieless tracking, IP anonymization, and respecting Do Not Track, you can achieve privacy-respecting analytics that don't require user consent under GDPR. This improves user experience and increases the accuracy of your data, as you're not losing visitors who decline cookies.

Import from Google Analytics

Matomo provides tools to import your historical data from Google Analytics, including both Universal Analytics and GA4. This means you don't have to start from scratch when switching. The import process preserves your historical trends and allows for continuity in your analytics reporting.

Integration Ecosystem

Matomo integrates with a wide range of platforms and tools. Official integrations exist for WordPress, WooCommerce, Magento, Shopify, and other popular CMS and e-commerce platforms. The tracking API allows integration with any application, and there are SDKs for mobile app tracking (iOS, Android) and server-side tracking.

For developers, Matomo offers a comprehensive API for both data retrieval and configuration. Custom plugins can extend functionality, and the active community has created numerous plugins for specific use cases.

Enterprise Capabilities

For larger organizations, Matomo offers enterprise features including SAML/SSO authentication, white-labeling, advanced user permissions, audit logging, and dedicated support. The platform scales to handle millions of page views, with options for distributed tracking and high-availability deployments for self-hosted instances.

Community and Support

The active open-source community contributes plugins, translations, and improvements. Documentation is comprehensive, covering everything from basic setup to advanced configurations. For paid users, professional support is available with guaranteed response times. The community forums provide assistance for self-hosted users.

Considerations

Self-hosting requires technical capability to install, maintain, and update the platform. Organizations without DevOps resources may find Matomo Cloud more practical. The self-hosted version, while free, still requires hosting costs and time investment for maintenance.

Some premium features require paid plugins for self-hosted installations, which can add up for organizations needing multiple advanced features. The Cloud version includes all features, making the total cost more predictable.