Matomo
Analytics
Ethical analytics with 100% data ownership.
Matomo is a full-featured, open-source analytics platform used by governments and enterprises.
Visit Matomo Compare head to headWhy teams switch
The pain
Google Analytics: Cookie banners, privacy concerns, and a confusing reporting interface.
The upgrade
- Self-hostable
- Heatmaps
- Funnels
- GA import
- Can run on your own servers
Trade-offs
- Self-hosting means you handle updates, backups and uptime.
- Smaller ecosystem of integrations and add-ons than Google Analytics.
- Fewer enterprise compliance certifications and admin controls in most cases.
Savings calculator
Team size: 25 seats
Estimated yearly savings
$0
$0 on Google Analytics vs $0 on Matomo. Prices are editable estimates.
How to migrate
From Google Analytics to Matomo
- Export. Export key reports you need for history; past data won't move to a new tool.
- Set up Matomo. Create your workspace and invite one or two people to pilot it first.
- Import. Bring your data in using Matomo's import tools, starting with what your team uses daily.
- Switch over. Run both trackers in parallel for a month to compare numbers before removing GA. Then invite the rest of the team and cancel Google Analytics at the end of your billing period.
How it compares
| Tool | Pricing | Self-host | Best for | Highlights |
|---|---|---|---|---|
| Fathom | Paid | Agencies and businesses | No cookie banners · EU isolation · Uptime monitoring | |
| Matomo | Open source | Enterprises and public sector | Self-hostable · Heatmaps · Funnels | |
| Plausible | Paid | Privacy-conscious sites | No cookies · GDPR compliant · Lightweight script | |
| PostHog | Freemium | Product teams | Product analytics · Session replay · Feature flags | |
| Umami | Open source | Developers | Self-hostable · No cookies · Custom events |