A detailed comparison of Google Analytics and Matomo to help you choose the right tool for your needs.
The most widely used web analytics platform.
Open-source web analytics platform with full data ownership.
| Plan | Google Analytics | Matomo |
|---|---|---|
| Free Tier | ✓ Free with full features | ✓ Free (self-hosted) |
| Lowest Paid | Free | $23/mo (cloud) |
| Enterprise | Analytics 360 (custom pricing) | Custom pricing |
| Feature | Google Analytics | Matomo |
|---|---|---|
| Traffic tracking | ✓ | — |
| User behavior | ✓ | — |
| Conversion tracking | ✓ | — |
| Real-time data | ✓ | — |
| Custom reports | ✓ | ✓ |
| Audience insights | ✓ | — |
| E-commerce tracking | ✓ | — |
| Event tracking | ✓ | — |
| Integration with Google Ads | ✓ | — |
| Machine learning insights | ✓ | — |
| Web analytics | — | ✓ |
| Heatmaps | — | ✓ |
| Session recording | — | ✓ |
| Funnels | — | ✓ |
| A/B testing | — | ✓ |
| SEO | — | ✓ |
| Self-hosting | — | ✓ |
| GDPR compliant | — | ✓ |
| Tag manager | — | ✓ |
| Open Source | ✗ | ✓ |
| Rating | ⭐ 4.2 | ⭐ 4.1 |
Choose Google Analytics if: You need any website wanting comprehensive analytics. Google Analytics excels with its free and comprehensive.
Choose Matomo if: You need organizations wanting full-featured self-hosted analytics. Matomo stands out with its full google analytics alternative and self-hosted option.
Best free option: Both Google Analytics and Matomo offer free tiers. Google Analytics offers "Free with full features" while Matomo offers "Free (self-hosted)".
It depends on your needs. Google Analytics is better for any website wanting comprehensive analytics, while Matomo is better for organizations wanting full-featured self-hosted analytics. Both are excellent tools rated 4.2 and 4.1 respectively.
Google Analytics starts at Free while Matomo starts at $23/mo (cloud). Both offer free tiers.
Most tools offer import/export features to help you migrate. We recommend trying Matomo's free tier before fully committing to a switch.
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