Matomo Analytics

Matomo, formerly known as Piwik, is a free and open source web analytics application developed by a team of international developers. This premium web analytics and conversion optimisation tool is designed to give you the most conclusive insights with a complete range of features such as heatmaps, sessions recordings, goals, form analytics, visitor profiles, ecommerce and funnels. It tracks online visits to one or more websites and displays reports on these visits for analysis. In 2018 Matomo was used by almost 1.5 M websites which is 1.3% of all websites n over 190 countries. Matomo values privacy protection, 100% data ownership and no data sampling.

Cloud and on-premise

It comes with two different hosting options – cloud and on-premise.

Data updated: July 2021


Pricing: from 19€
Pricing model: CPM based
Free / trial option: yes


Vendor: InnoCraft
Founded: 2007
Origin: New Zealand
License: Open Source GNU GPL v3


Documentation online
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Current product score: 8.9


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Key Features

Campaign ManagementYes
Conversion TrackingYes
Form AnalyticsYes
Goal TrackingYes
Keyword TrackingYes
Multiple Site ManagementYes
Pageview TrackingYes
Referral Source TrackingYes
Site Search TrackingYes
Time on Site TrackingYes
Ecommerce TrackingYes
User Interaction TrackingYes
A/B TestingYes
Channel AttributionYes
Customer Journey MappingYes
Performance MetricsYes
ROI TrackingYes
Social Media MetricsYes
Funnel AnalysisYes
Multi AttributionYes
No data sampling / 100% trackedYes
Split TestingYes
Statistical Relevance AnalysisYes
Test SchedulingYes
Key Performance IndicatorsYes
Visual AnalyticsYes
First-party cookies by defaultYes
Media performanceYes
Client IDYes
Real timeYes
Unlimited scaleNo
Individual level intelligenceYes
AccuracyHighAccurate, reliable visitor data and analysis with absolutely no sampling
Cross-channel insightsAvailable

Privacy and security

100% Data OwnershipYes
Bult opt-out mechanismYes
Data anonymisation techniquesYes
Delete visitor data when requestedYes
IP anonymizationYes
Respect DoNotTrack settingYes
Disable of Visits Log and Visitor ProfileYes
GDPR / consent managerYes
Data is stored in the EU (cloud)Yes
Data export restrictions on requestYes
GDPR compliant (EU)Yes
HIPAA compliant (health)Yes
CCPA compliant (California)Yes
PECR compliant (EU)Yes
CNIL compliant (France)Yes

Strenghts / Weaknesses

Open sourceIn fact it's difficult to find cons. in matomo
100% data ownership
100% tracked PV and events
1st party cookie based
Customer journey analysis
Good replacement for Google Analytics

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