Matomo

Privacy-conscious businesses in the EU and regulated industries who need full data ownership and GDPR compliance

Freemiumbar-chart Analytics

Visit Website

Reviews

4.4 / 5149 reviews

G2 Satisfaction Scores

Ease of Use

7.6

Ease of Setup

7.0

Quality of Support

7.2

Meets Requirements

8.0

Ease of Admin

7.4

Likely to Recommend

7.8

Rating Distribution

5 star

41%

4 star

34%

3 star

14%

2 star

1 star

+ 100% data ownership — self-hosted option means no data leaves your servers

+ GDPR-compliant by design — can run without cookie consent banners in many jurisdictions

- Self-hosted version requires server management and technical setup

“We switched from Google Analytics to Matomo because we needed GDPR compliance without cookie banners. Self-hosted means we own every data point. Our legal team finally stopped worrying.”

Pros

+ 100% data ownership — self-hosted option means no data leaves your servers
+ GDPR-compliant by design — can run without cookie consent banners in many jurisdictions
+ Free and open-source self-hosted version with unlimited tracking and no data caps

Cons

- Self-hosted version requires server management and technical setup
- Smaller ecosystem and community compared to Google Analytics
- UI is less polished than modern analytics tools like PostHog or Plausible

Pricing

Plan	Monthly	Annual	Limits
On-Premise (Self-Hosted)	Free	Free	Unlimited hits; unlimited users; unlimited websites; requires your own server
Cloud Starter	$26	$22	50K hits/mo; managed hosting; automatic updates; email support
Cloud Business	$42	$35	100K hits/mo; all features; priority support
Cloud Professional	$85	$71	300K hits/mo

21-day free trialStartup discount

Non-profit and educational institution discounts available

Self-hosted is free; Cloud from $26/mo (50K hits); scales by traffic volume; annual saves ~17%

Features & Capabilities

Only major analytics platform offering 100% data ownership with self-hosted optionGDPR-compliant by design — can track without cookie consent in many EU jurisdictionsFirst analytics tool to track AI assistant referral traffic as a dedicated channel

Feature	Available On	Limits
Web Analytics	free	Visits, page views, referrers, goals, custom dimensions
Tag Manager	free	Built-in tag manager with consent management
Heatmaps	cloud	Click, scroll, and movement heatmaps
Session Recording	cloud	Record and replay user sessions
A/B Testing	cloud	Split testing for pages and CTAs
Funnels	cloud	Conversion funnel analysis
Ecommerce Tracking	free	Revenue, products, categories, abandoned carts
Custom Reports	free	Build custom reports from any dimension and metric
GDPR Manager	free	Built-in tools for GDPR compliance, data anonymization, and consent
Import Google Analytics	free	Import historical GA data into Matomo
REST API	free	Full API for all reporting and administration

Limitations

! Self-hosted version requires server setup and ongoing maintenance
! Smaller community and fewer tutorials than Google Analytics
! Advanced features (heatmaps, session recording, A/B testing) only on cloud or paid plugins
! UI feels dated compared to modern tools like PostHog or Plausible

Market Intelligence

Who Uses This

Small Business

55%

Mid-Market

30%

Enterprise

15%

Source: G2 reviewer demographics

Top Industries

Information TechnologyComputer SoftwareMarketing and AdvertisingEducationGovernment

Is This Right for You?

Team Size

1–50 people

Sweet spot: 5-20

Complexity

moderate

Best Industries

healthcarefinancegovernment

privacy first analyticsgdpr complianceself hosted analyticswebsite analytics

Pairs Well With

wordpress— Official Matomo plugin for WordPress with one-click installation

google-ads— Import Google Ads cost data for ROI tracking without sharing data with Google

mailchimp— Track email campaign conversions with privacy-compliant analytics

Not ideal for: Teams wanting plug-and-play analytics with zero setup, or those needing deep product analytics (use PostHog or Mixpanel instead)

Setup & Onboarding

Setup time: hours

Learning curve: moderate

Resources: goodMobile app

Company Health

Founded: 2007

HQ: Wellington, New Zealand

Size: ~22 employees

Funding: private

growingHiring: stableSentiment: positive

Matomo 5.5.0 added AI Assistants channel type to track AI referral traffic
Growing adoption in EU and GDPR-sensitive markets (Germany, Australia leading)
Non-profit discount program expanded for charitable organizations
Focus on distinguishing human vs AI-bot traffic in analytics
Continued investment in privacy-first analytics as alternative to Google Analytics

Product Direction

AI: moderateRisk: lowAPI availableEcosystem: strongSMB friendly

AI Features

AI Assistants channel type tracks visits from ChatGPT, Copilot, Gemini, Claude, Perplexity
AI-powered anomaly detection on enterprise plans
Automated reports with AI insights
Heatmaps and session recording with ML analysis

Recent Launches

AI Assistants channel type for AI referral traffic tracking
Enhanced privacy controls for GDPR/CCPA compliance
Improved tag manager with consent management
Cloud hosting expansion to more regions

Trust & Security

Compliance

ccpagdprsoc2hipaaiso27001

Security Features

ssoNo

audit logAll plans

two factorAll plans

ip allowlistNo

role based accessfree

encryption at restAll plans

Data Portability

Export formatsCSV, JSON, XML, TSV

Bulk API exportYes

Lock-in risklow

Status page: https://status.matomo.cloud(SLA: 99.9% on cloud)

Support

Channels

emailcloud

phoneNo

live chatNo

knowledge baseYes

community forumYes

HoursBusiness hours (NZST/CET)

Response time< 48 hours

Dedicated CSMNo

Docs qualitygood

Community Academy

Market Position

challengerLeading privacy-first analytics alternative to Google Analytics, dominant in EU and regulated industries

Top Alternatives

google-analytics— Free, more tutorials, larger ecosystem — but sends data to Google

plausible— Simpler and more modern UI for basic analytics, but less feature-rich

Switching Awayeasy

All data is exportable via API or database access (self-hosted); no vendor lock-in

Transfers

all analytics datacustom reportsgoals and funnelshistorical data

Doesn't Transfer

heatmap recordingstag manager configurations

Time to Value

1-3 daysCloud setup takes hours; self-hosted takes 1-3 days including server setup, tracking code, and initial data collection

Industry Benchmarks

Websites using Matomo1M+

Source: Matomo

Integrations

wordpresswoocommerceshopifygoogle-ads

+ Zapier compatible (connects to 5,000+ apps)

Alternatives in Analytics

Amplitude

Freemium

4.53,141 reviews

Product-led SaaS companies that need deep behavioral analytics and team collaboration

Google Analytics

Free

4.614,682 reviews

Every business — it's the baseline analytics tool that should be on every website

Heap

Freemium

4.41,139 reviews

Product teams that want complete behavioral analytics without manual event tracking setup

Hotjar

Freemium

4.5810 reviews

Product teams and marketers who want to see exactly how users interact with their pages

Mixpanel

Freemium

4.61,403 reviews

Product-led startups that need deep funnel analysis, retention tracking, and user journey insights

Plausible Analytics

Paid

4.880 reviews

Privacy-conscious businesses and developers who want simple, cookie-free analytics

PostHog

Freemium

4.61,083 reviews

Developer-led startups that want a full product analytics suite they can self-host or use in the cloud

Matomo

Privacy-conscious businesses in the EU and regulated industries who need full data ownership and GDPR compliance

Freemiumbar-chart Analytics

Visit Website

Reviews

4.4 / 5149 reviews

G2 Satisfaction Scores

Ease of Use

7.6

Ease of Setup

7.0

Quality of Support

7.2

Meets Requirements

8.0

Ease of Admin

7.4

Likely to Recommend

7.8

Rating Distribution

5 star

41%

4 star

34%

3 star

14%

2 star

1 star

+ 100% data ownership — self-hosted option means no data leaves your servers

+ GDPR-compliant by design — can run without cookie consent banners in many jurisdictions

- Self-hosted version requires server management and technical setup

“We switched from Google Analytics to Matomo because we needed GDPR compliance without cookie banners. Self-hosted means we own every data point. Our legal team finally stopped worrying.”

Pros

+ 100% data ownership — self-hosted option means no data leaves your servers
+ GDPR-compliant by design — can run without cookie consent banners in many jurisdictions
+ Free and open-source self-hosted version with unlimited tracking and no data caps

Cons

- Self-hosted version requires server management and technical setup
- Smaller ecosystem and community compared to Google Analytics
- UI is less polished than modern analytics tools like PostHog or Plausible

Pricing

Plan	Monthly	Annual	Limits
On-Premise (Self-Hosted)	Free	Free	Unlimited hits; unlimited users; unlimited websites; requires your own server
Cloud Starter	$26	$22	50K hits/mo; managed hosting; automatic updates; email support
Cloud Business	$42	$35	100K hits/mo; all features; priority support
Cloud Professional	$85	$71	300K hits/mo

21-day free trialStartup discount

Non-profit and educational institution discounts available

Self-hosted is free; Cloud from $26/mo (50K hits); scales by traffic volume; annual saves ~17%

Features & Capabilities

Feature	Available On	Limits
Web Analytics	free	Visits, page views, referrers, goals, custom dimensions
Tag Manager	free	Built-in tag manager with consent management
Heatmaps	cloud	Click, scroll, and movement heatmaps
Session Recording	cloud	Record and replay user sessions
A/B Testing	cloud	Split testing for pages and CTAs
Funnels	cloud	Conversion funnel analysis
Ecommerce Tracking	free	Revenue, products, categories, abandoned carts
Custom Reports	free	Build custom reports from any dimension and metric
GDPR Manager	free	Built-in tools for GDPR compliance, data anonymization, and consent
Import Google Analytics	free	Import historical GA data into Matomo
REST API	free	Full API for all reporting and administration

Limitations

! Self-hosted version requires server setup and ongoing maintenance
! Smaller community and fewer tutorials than Google Analytics
! Advanced features (heatmaps, session recording, A/B testing) only on cloud or paid plugins
! UI feels dated compared to modern tools like PostHog or Plausible

Market Intelligence

Who Uses This

Small Business

55%

Mid-Market

30%

Enterprise

15%

Source: G2 reviewer demographics

Top Industries

Information TechnologyComputer SoftwareMarketing and AdvertisingEducationGovernment

Is This Right for You?

Team Size

1–50 people

Sweet spot: 5-20

Complexity

moderate

Best Industries

healthcarefinancegovernment

privacy first analyticsgdpr complianceself hosted analyticswebsite analytics

Pairs Well With

wordpress— Official Matomo plugin for WordPress with one-click installation

google-ads— Import Google Ads cost data for ROI tracking without sharing data with Google

mailchimp— Track email campaign conversions with privacy-compliant analytics

Not ideal for: Teams wanting plug-and-play analytics with zero setup, or those needing deep product analytics (use PostHog or Mixpanel instead)

Setup & Onboarding

Setup time: hours

Learning curve: moderate

Resources: goodMobile app

Company Health

Founded: 2007

HQ: Wellington, New Zealand

Size: ~22 employees

Funding: private

growingHiring: stableSentiment: positive

Matomo 5.5.0 added AI Assistants channel type to track AI referral traffic
Growing adoption in EU and GDPR-sensitive markets (Germany, Australia leading)
Non-profit discount program expanded for charitable organizations
Focus on distinguishing human vs AI-bot traffic in analytics
Continued investment in privacy-first analytics as alternative to Google Analytics

Product Direction

AI: moderateRisk: lowAPI availableEcosystem: strongSMB friendly

AI Features

AI Assistants channel type tracks visits from ChatGPT, Copilot, Gemini, Claude, Perplexity
AI-powered anomaly detection on enterprise plans
Automated reports with AI insights
Heatmaps and session recording with ML analysis

Recent Launches

AI Assistants channel type for AI referral traffic tracking
Enhanced privacy controls for GDPR/CCPA compliance
Improved tag manager with consent management
Cloud hosting expansion to more regions

Trust & Security

Compliance

ccpagdprsoc2hipaaiso27001

Security Features

ssoNo

audit logAll plans

two factorAll plans

ip allowlistNo

role based accessfree

encryption at restAll plans

Data Portability

Export formatsCSV, JSON, XML, TSV

Bulk API exportYes

Lock-in risklow

Status page: https://status.matomo.cloud(SLA: 99.9% on cloud)

Support

Channels

emailcloud

phoneNo

live chatNo

knowledge baseYes

community forumYes

HoursBusiness hours (NZST/CET)

Response time< 48 hours

Dedicated CSMNo

Docs qualitygood

Community Academy

Market Position

challengerLeading privacy-first analytics alternative to Google Analytics, dominant in EU and regulated industries

Top Alternatives

google-analytics— Free, more tutorials, larger ecosystem — but sends data to Google

plausible— Simpler and more modern UI for basic analytics, but less feature-rich

Switching Awayeasy

All data is exportable via API or database access (self-hosted); no vendor lock-in

Transfers

all analytics datacustom reportsgoals and funnelshistorical data

Doesn't Transfer

heatmap recordingstag manager configurations

Time to Value

1-3 daysCloud setup takes hours; self-hosted takes 1-3 days including server setup, tracking code, and initial data collection

Industry Benchmarks

Websites using Matomo1M+

Source: Matomo

Integrations

wordpresswoocommerceshopifygoogle-ads

+ Zapier compatible (connects to 5,000+ apps)

Alternatives in Analytics

Amplitude

Freemium

4.53,141 reviews

Product-led SaaS companies that need deep behavioral analytics and team collaboration

Google Analytics

Free

4.614,682 reviews

Every business — it's the baseline analytics tool that should be on every website

Heap

Freemium

4.41,139 reviews

Product teams that want complete behavioral analytics without manual event tracking setup

Hotjar

Freemium

4.5810 reviews

Product teams and marketers who want to see exactly how users interact with their pages

Mixpanel

Freemium

4.61,403 reviews

Product-led startups that need deep funnel analysis, retention tracking, and user journey insights

Plausible Analytics

Paid

4.880 reviews

Privacy-conscious businesses and developers who want simple, cookie-free analytics

PostHog

Freemium

4.61,083 reviews

Developer-led startups that want a full product analytics suite they can self-host or use in the cloud