Web & product analytics. Matomo

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Open source · Open source / cloud web analytics

Matomo

Open source web analytics with cloud option and full data control

Verified: 2026-07-03

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Best for

  • self-host or cloud with data control
  • organizations seeking a GA alternative without vendor lock-in
  • familiar web reporting interface

Strengths

  • Open source - self-host and full control possible
  • No sampling; reports based on full data
  • Strong e-commerce and Goals features
  • Matomo Cloud option with EU hosting

Weaknesses

  • Self-host requires infrastructure maintenance and updates
  • Less advanced product analytics than Amplitude
  • Smaller marketing integration ecosystem than GA4

When to choose

  • You want open source or cloud with data control
  • You have a technical team for self-host (optional)
  • You need web analytics without license fees (self-host)

When to avoid

  • No resources for self-host maintenance
  • You need native Google Ads and Google ecosystem integrations
  • Product analytics at Amplitude level is critical

Pricing (indicative)

Open source €0 (self-host) + hosting TCO; Matomo Cloud from ~$19/mo.

Features

  • Yes - Marketing reports
  • No - Product analytics
  • Yes - Privacy / EU hosting
  • No - Built-in CMP / consent
  • No - Session replay
  • No - A/B experiments
  • Yes - Raw data export
  • Yes - Free plan

Integrations

WordPress, Shopify, GTM, BigQuery, Looker Studio, API

Sources and methodology

Comparison ← Web analytics solutions catalog GA4 Configuration Auditor checklist

For informational purposes. Verify pricing and features with vendors before purchase.