Matomo
Privacy-focused open-source web analytics you fully own
Founded
2007
Starting Price
Free
Category
Web Analytics
Last updated March 8, 2026
About Matomo
Matomo is the leading open-source web analytics platform, used on over 1.4 million websites across 190+ countries. Formerly known as Piwik, it offers a privacy-first alternative to Google Analytics with 100% data ownership, GDPR compliance out of the box, and no data sampling. Available as both a free self-hosted solution and a managed cloud service.
Pros & Cons
Pros
- 100% data ownership with self-hosted option — no third-party data sharing
- GDPR and privacy regulation compliant out of the box with cookieless tracking mode
- No data sampling means all visitor data is recorded accurately
- Generous free self-hosted tier with full core analytics features
- Open-source with an active community and extensive plugin marketplace
Key Features
Complete Web Analytics
Track visits, pageviews, referrers, user flows, and real-time visitor data with zero data sampling
Heatmaps & Session Recordings
Visualize where users click, scroll, and interact with your pages through heatmaps and full session replays
Goal & Conversion Tracking
Set up conversion goals, track funnels, and measure e-commerce transactions to optimize your site
A/B Testing
Run server-side and client-side experiments to test variations and improve conversion rates
Tag Manager
Built-in tag management system to deploy and manage tracking codes without editing site source code
Form Analytics
Analyze form interactions to identify drop-off points, hesitation fields, and conversion bottlenecks
Custom Reports & Dashboards
Build personalized dashboards and reports with drag-and-drop widgets tailored to your KPIs
Pricing
On-Premise
Free
- Self-hosted on your server
- Core analytics features
- Unlimited websites
- Unlimited users
- Community support
Best For
Privacy-First Website Analytics
Organizations that need GDPR-compliant analytics without sending visitor data to third parties like Google
Government & Healthcare Compliance
Public sector and regulated industries that require data sovereignty and on-premise hosting for compliance
E-commerce Conversion Optimization
Online stores using funnels, goal tracking, and A/B testing to optimize checkout flows and revenue
Google Analytics Replacement
Teams migrating from Google Analytics who want familiar reporting with full data ownership and no sampling
Similar Tools
Featured In
#2
5 Best Privacy-First Analytics Alternatives to Google Analytics (2026)
Best feature-complete GA replacement — the only privacy-first tool that matches Google Analytics' depth with heatmaps, A/B testing, and session recordings, ideal for organizations that need full analytics power with data ownership
#2
5 Google Analytics Alternatives That Don't Need a Cookie Consent Banner (2026)
Best for teams that need full GA-level analytics without GA's privacy problems — Matomo's heatmaps, session recordings, and A/B testing make it the only privacy-first tool that truly replaces everything GA offers.
