Amplitude vs Matomo
Amplitude and Matomo are both analytics tools. Amplitude is aimed at small businesses and enterprise, while Matomo is aimed at enterprise and agencies. Both have a free plan.
Product analytics, session replay and experiments for digital teams
Full-featured, self-hostable analytics
| Pricing | Freemium | Open source |
| Starting price | Not published | Not published |
| Free plan | Yes | Yes |
| Free trial | — | — |
| Built for | Small businesses, Enterprise, Developers | Enterprise, Agencies |
| Platforms | web | web |
| Country | US · 2012 | NZ · 2007 |
| Rating | — | — |
Choose Amplitude if
Product-led SaaS, mobile and e-commerce teams that want self-serve behavioral analytics with replay and experiments on one data model.
- Free plan with 2M events, replay and experiments is generous
- Self-serve charts that product managers can build without analysts
- Analytics, replay, experiments and guides share one data model
Look elsewhere if: Small marketing sites that only need traffic reports or engineering-led teams wanting open source and transparent usage pricing (Google Analytics, PostHog).
Choose Matomo if
Organizations that need GA-level depth with full data control and compliance.
- Deepest feature set among privacy-first tools
- 100% data ownership and self-hosting
- Trusted by public sector organizations
Look elsewhere if: Teams wanting a simple dashboard (Plausible, Fathom, Umami).
Amplitude vs Matomo pricing
Amplitude
- Free$02M events/mo, session replay, 1 experiment, AI agents
- PlusFrom $0Event-based above 2M free events, up to 70M; card required
- GrowthCustomCustom event-based pricing; A/B testing, predictions, SSO
- EnterpriseCustomRBAC, SCIM, data access controls, account manager
Matomo
- On-Premise$0GPL, self-hosted; premium plugin bundles extra
- Cloud Business29/mo50k hits/mo, 30 websites, 30 users; excl. tax
- Cloud EnterpriseCustomCustom limits, CSM, SAML/LDAP
Amplitude · Key features
- Funnels, retention, cohorts and user journey analysis without SQL
- Session replay and heatmaps linked to analytics charts
- Feature flags, A/B/n tests and web experimentation
- In-app guides and surveys built on the Command AI acquisition
- AI agents that monitor metrics and explain changes, plus an MCP server
- Audience activation syncs to ad, CRM and messaging tools
Cons
- Growth and Enterprise prices are not published and can be steep
- Plus overage rates beyond 2M events are not shown on the pricing page
- Instrumentation and taxonomy planning take real setup effort
Matomo · Key features
- Full web analytics with custom dimensions and reports
- Heatmaps, session recordings and form analytics (premium)
- Funnels, A/B testing and ecommerce tracking
- Built-in tag manager
- Cookieless and consent-aware configurations
- On-premise or cloud; GDPR, HIPAA, CCPA tooling
Cons
- Dated interface
- Premium plugins add cost on-premise
- Performance tuning needed at scale
Amplitude vs Matomo: FAQ
Do Amplitude and Matomo have a free plan?
Yes, both Amplitude and Matomo have a free plan; paid plans add more usage and features.
Which is better for small businesses, Amplitude or Matomo?
Amplitude lists small businesses as a core audience, while Matomo is aimed more at enterprise and agencies.