Matomo review

Matomo is the most complete privacy-focused alternative to Google Analytics. Every plan includes ecommerce, event, campaign, content and site search tracking, real-time reports, segmentation, visitor profiles, scheduled email reports and HTTP APIs, and the Cloud Business plan adds heatmaps, session recordings, A/B testing, funnels, forms analytics, cohorts, multi-channel attribution and a tag manager. Matomo does not sample data, and Cloud keeps report data forever with 24 months of raw data. You own the data either way: Cloud is hosted in Europe, and the On-Premise edition is free to download and run on your own servers, with paid plugin bundles for premium features. Matomo also documents consent-free tracking setups. A Google Analytics importer helps with migration. The trade-off is complexity, since the interface has many more reports than Plausible or Fathom. Cloud pricing scales with monthly hits and showed only in euros from our location.

Who it is for

Organizations that want GA4-level depth with full data ownership, either in Matomo's cloud or on their own servers.

Price

See vendor pricing (USD check pending): Cloud priced by monthly hits, shown in EUR from our location; On-Premise free to download.

US price check pending. See the vendor pricing page.

Key features

• Ecommerce, event, campaign, site search and content tracking in every plan
• Heatmaps, session recordings, A/B testing, funnels and forms analytics
• Google Analytics data importer and GDPR Manager
• No data sampling, with report data kept forever on Cloud
• Self-hosted On-Premise edition that is free to download

Strengths and weaknesses

• Strength: 100% data ownership on both Cloud and On-Premise
• Strength: Very broad feature set, including tag manager and attribution
• Strength: Free trial on Cloud with no credit card
• Weakness: Interface has more menus than one-page dashboards
• Weakness: Self-hosting means running your own servers and updates
• Weakness: USD Cloud prices were not shown from our location

Key facts

• On-Premise: Free to download, paid plugin bundles available
• Cloud Business allowances: 30 websites, 30 team members, 150 goals
• Raw data retention: 24 months on Cloud Business
• Data sampling: None

Where it ranks

Matomo is No. 4 in our Best Website Analytics Tools verdict.