Matomo is a analytics tool for Enterprise and Agencies, offered as open source. Founded in New Zealand in 2007.
About Matomo
Matomo, known as Piwik until 2018, is the longest-running open-source alternative to Google Analytics. Started in 2007 and developed by the New Zealand-based company InnoCraft, it is used by governments, universities, healthcare organizations and privacy-conscious companies that want full ownership of their analytics data.
Matomo provides full web analytics: visitors, acquisition channels, campaigns, goals, ecommerce tracking, custom dimensions, segments and custom reports. Premium features add heatmaps, session recordings, funnels, form analytics, A/B testing, media analytics and user flows, and a built-in tag manager handles tracking code. It can be configured for cookieless tracking, IP anonymization and consent management to support GDPR and similar regulations. The on-premise edition is free under the GPL with paid premium plugins; Matomo Cloud is priced by monthly hits and includes many premium features. The interface is available in dozens of languages.
Matomo is the right choice when you need Google Analytics-level depth with data kept on your own servers or in the EU. The interface feels dated compared with Plausible or Fathom, self-hosting at high traffic requires database tuning, and premium plugins add cost on-premise. Plausible, Fathom and Umami are simpler and lighter for marketing sites, while Piwik PRO, a separate company that grew from the same roots, targets enterprises with a stronger consent and CDP offering.
For most small sites Matomo is more than necessary; for regulated organizations it is often the default.
Key features of Matomo
- 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
Pros and cons
Pros
- Deepest feature set among privacy-first tools
- 100% data ownership and self-hosting
- Trusted by public sector organizations
- Import from Google Analytics
Cons
- Dated interface
- Premium plugins add cost on-premise
- Performance tuning needed at scale
- Steeper learning curve than Plausible
Matomo pricing
Matomo uses a open source model.
| Plan | Price | Includes |
|---|---|---|
| On-Premise | $0 | GPL, self-hosted; premium plugin bundles extra |
| Cloud Business | 29 / mo | 50k hits/mo, 30 websites, 30 users; excl. tax |
| Cloud Enterprise | Custom | Custom limits, CSM, SAML/LDAP |
Source: matomo.org · checked on Oct 20, 2026
How Matomo compares in Analytics
- Rank by votes
- #1 / 30
- Starting price
- $0
- Free alternatives
- 6
0 votes from members
Category median is $37/mo
Free or open-source tools in Analytics
Matomo ranks #1 of 30 analytics tools by community votes and is not directly comparable on price.
Common use cases
- 1Government or university sites requiring on-premise analytics
- 2Enterprise replacing GA with full feature parity
- 3Agencies needing heatmaps and recordings with data ownership
- 4Ecommerce sites tracking conversions without third-party data sharing
Best for
Organizations that need GA-level depth with full data control and compliance.
Not ideal for
Teams wanting a simple dashboard (Plausible, Fathom, Umami).
Integrations
- WordPress plugin
- Google Tag Manager
- Google Ads
- Looker Studio connector
- Zapier
- Many CMS plugins
Our take
Matomo is the serious choice when you need everything GA did without giving data to Google. For most marketing sites it is more than necessary.
FAQ
- What is Matomo?
- Matomo is a Analytics tool: Full-featured, self-hostable analytics.
- How much does Matomo cost?
- Matomo is Open source; there is no mandatory paid plan.
- What does Matomo integrate with?
- Matomo integrates with WordPress plugin, Google Tag Manager, Google Ads, Looker Studio connector, Zapier, Many CMS plugins and more.
- Which platforms does Matomo support?
- Matomo is available on web.
- Who is Matomo for?
- Organizations that need GA-level depth with full data control and compliance.
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