Web Analytics · Comparison
Matomo vs. Plausible Analytics vs. Umami
Matomo, Plausible Analytics and Umami compared across Company facts, Pricing, Analytics capabilities, Privacy & compliance, Data ownership & deployment and Platform & integrations — every fact sourced and re-verified from each vendor's public material.
Matomo
Open-source, privacy-first web analytics platform available self-hosted or in the cloud.
Plausible Analytics
Open-source, privacy-first web analytics — a lightweight, cookieless Google Analytics alternative.
Umami
Open-source, privacy-focused web analytics available self-hosted or as a managed cloud service.
Company facts
Headquarters
Wellington, New Zealand InnoCraft Ltd (Matomo's maker) is headquartered in Wellington, New Zealand. Team is distributed globally.
EU (remote-first)
San Francisco, CA Umami Software, Inc. is incorporated and headquartered in San Francisco, California.
Employees
52 Approximately 52 employees as of late 2025, distributed across 5 continents.
10
6 Small team; PitchBook reports 6 employees; LinkedIn shows 2-10 range.
Pricing
Starting Monthly Price (USD)
$26 Matomo Cloud Business plan; USD list price (EUR list is €29/mo).
$9 Starter plan at $9/mo (monthly billing); 10k pageviews, 1 site
$20 Umami Cloud Pro plan at $20/month (1M events, 2-year retention). Entry paid tier.
Offers Free Tier
Matomo On-Premise is free to self-host under GPL-3.0 with no usage limits. Matomo Cloud has no perpetual free plan (21-day trial only).
Plausible Community Edition (CE) is a free self-hostable open-source version
Free Hobby cloud plan (100k events/mo, 1 site, 6-month retention) plus free MIT open-source self-hosted edition.
Free Trial Length (Days)
21 days Matomo Cloud offers a 21-day free trial with full feature access. No credit card required.
30 days 30-day free trial on all paid plans, no credit card required
14 days 14-day free trial on paid plans (Pro and above).
Entry Plan Pageview Limit (Monthly)
50k Entry Cloud plan starts at 50,000 hits/month. Matomo meters 'hits' (pageviews + events), not pure pageviews.
10k Starter plan includes up to 10k monthly pageviews
1M Pro plan includes 1 million events/month. Umami meters all pageviews and custom events as 'events'.
Entry Plan Website Limit
30 sites Matomo Cloud plans (including entry) support up to 30 websites. On-Premise has no website limit.
1 sites Starter plan covers 1 site; Growth allows up to 3, Business up to 10
20 sites Up to 20 websites on the Pro plan ($20/mo), the entry paid Umami Cloud tier.
Analytics capabilities
Real-Time Dashboard
Matomo provides a real-time visitor dashboard showing live activity, current visitor count, and pages visited.
Real-time dashboard updates every 30 seconds
Real-time view shows new visits and events the moment they happen, with no batch-processing delay.
Custom Event Tracking
Matomo supports custom event tracking via JavaScript API (trackEvent), data attributes, or Tag Manager.
Custom event tracking available via JS snippet, CSS class, or Events API
Custom events tracked via umami.track() JS call or data-umami-event HTML attributes.
Goal / Conversion Tracking
Matomo supports goal/conversion tracking with configurable goals and conversion rate reporting.
Supports pageview goals and custom event goals with conversion rate reporting
Goals feature tracks pageviews or events and reports conversion rate against total visitors in a date range.
Funnels
Matomo includes multi-step funnel analysis with step-to-step drop-off reporting, included in Matomo Cloud.
Funnel analysis is a Business plan feature ($19/mo+)
Multi-step funnel analysis shows per-step user counts and step-to-step drop-off; supports URL, event, and wildcard steps.
Ecommerce / Revenue Tracking
Matomo tracks ecommerce orders and revenue with native integrations for WooCommerce, Shopify, Magento, and more.
Revenue tracking (monetary values on events) is a Business plan feature ($19/mo+)
Revenue tracking attaches monetary values (amount + currency) to events and reports ROI by page/source.
Heatmaps
Matomo includes heatmaps (click maps, scroll maps) via the Heatmap & Session Recording feature, included in Matomo Cloud.
No
Click and scroll heatmaps available since v3.1.0; must be enabled per-site in settings.
Privacy & compliance
Cookieless Tracking
Matomo supports a fully cookieless tracking mode. When configured cookieless, no cookies are set on visitors.
No cookies or persistent identifiers used by default; daily-rotating anonymous hash only
Umami does not use any cookies in the tracking code by design.
Consent Banner Required
When configured cookieless with privacy settings, Matomo does not require a consent banner. France's CNIL confirmed Matomo is consent-exempt under proper configuration.
No cookie banner needed — Plausible collects no personal data and sets no cookies
Umami states no cookie consent banner is required because no cookies or personal data are collected.
GDPR Compliant
Matomo explicitly claims GDPR compliance and is CNIL-approved. Matomo Cloud data is stored in the EU with no transfer to the US; On-Premise stores data in your country of choice.
Yes
Vendor explicitly claims GDPR and CCPA compliance via cookieless, no-PII architecture.
EU Data Residency
Matomo Cloud stores 100% of analytics data and backups in the EU. On-Premise data residency is customer-controlled (your country of choice).
Data stored in Falkenstein, Germany on Hetzner servers; CDN via Bunny (Slovenia)
Umami Cloud offers EU server option; Cloud FAQ states servers are in both US and EU.
Data ownership & deployment
Open Source
Matomo On-Premise is open source under GPL-3.0. The Cloud version is built on the same open-source core.
Community Edition (CE) is AGPLv3; cloud product is built on same open-source codebase
Umami is fully open source under the MIT license with source on GitHub (37k+ stars).
License
GPL-3.0 Matomo core is GPL-3.0. Premium plugins use a separate proprietary license.
AGPLv3
MIT Umami is released under the MIT license.
Self-Hostable
Matomo On-Premise is the flagship self-hosted edition, freely downloadable and installable on any PHP/MySQL server.
Plausible Community Edition (CE) is officially supported for self-hosting
Official self-hosting supported via Docker or Node.js with PostgreSQL; extensive documentation provided.
Data Retention (Months)
—
36 mo Starter and Growth plans retain 3 years (36 months) of data; Business/Enterprise retain 5+ years
24 mo Pro plan ($20/mo) retains data for 2 years (24 months).
Unlimited Data Retention
Matomo Cloud retains aggregated report data indefinitely with no time-based aging. On-Premise users own the DB with no limit.
Starter/Growth: 3-year retention; Business: 5-year retention
Pro plan retains data for 2 years; self-hosted deployments have unlimited retention controlled by the operator.
Google Analytics Import
Matomo has an official Google Analytics importer supporting both Universal Analytics and GA4 data imports.
Official GA4 import supported (up to 5 GA4 properties); Universal Analytics (UA) not supported
No official Google Analytics import tool exists; community workarounds only.
Raw Data Export
Matomo provides raw visit/action-level data export via the Reporting API and dedicated raw data endpoints. Self-hosted instances have direct DB access.
CSV/ZIP exports available on all plans; Stats API on Business plan; raw event-level export requires Enterprise
Cloud export to CSV (gzip) via UI; full API for JSON data retrieval; self-hosted users own the Postgres DB directly.
Platform & integrations
Has API
Matomo has a comprehensive Reporting HTTP API for programmatic data retrieval covering all reports and raw data.
Stats API is a Business plan feature; Events API (for sending data) available on all plans
Full documented REST API for retrieving analytics data; available on both cloud and self-hosted.
Tracking Script Size (KB)
61.1 KB Served uncompressed by Matomo Cloud.
1.2 KB Measured compressed transfer size.
2.3 KB Measured compressed transfer size.
Official WordPress Plugin
Matomo maintains an official WordPress plugin ('Matomo Analytics') published on wordpress.org by the Matomo team.
Official WordPress plugin maintained by Plausible
No official Umami-published WordPress plugin; only third-party community plugins exist.
Email Reports
Matomo supports scheduled email reports (daily, weekly, monthly) in PDF, HTML, or CSV format.
Weekly (every Monday) and/or monthly (1st of month) email reports; analytics embedded in email
Scheduled email reports (top pages + referrers summary) available on Pro and higher cloud plans.
Public Dashboard Sharing
Matomo supports public dashboard access via anonymous user feature (no login required). Token-based share links also available.
Shared links (optionally password-protected) and fully public dashboards supported
Share URL generates a public, password-free read-only link to selected dashboard sections.
The verdict
Matomo Best for advanced analysis included at the entry tier
Matomo bundles funnels, heatmaps, and ecommerce revenue tracking in its entry plan, where Plausible gates funnels and revenue behind a Business tier. It also offers unlimited data retention and Google Analytics import for both Universal Analytics and GA4, neither of which Umami matches. The tradeoff is a $26 entry price and a 61.1 KB tracking script, the heaviest here.
Full profile Plausible Analytics Best for the lightest script at the lowest entry price
Plausible has the smallest tracking script at 1.2 KB, versus 2.3 KB for Umami and 61.1 KB for Matomo, and the cheapest paid entry at $9/mo. It pairs that with a 30-day trial, the longest of the three. The cost: its entry plan covers 1 site and 10k pageviews, and funnels plus the Stats API are Business-tier features rather than included like Umami's.
Full profile Umami Best for a free MIT-licensed self-host with high entry volume
Umami is MIT-licensed, the most permissive here against Matomo's GPL-3.0 and Plausible's AGPLv3, and adds a free Hobby cloud tier. Its $20 entry plan includes funnels, heatmaps, and revenue tracking plus 1M events and 20 sites, where Plausible gates those features and Matomo's entry caps at 50k hits. Gaps: no Google Analytics import and no official WordPress plugin.
Full profileSources · 60 verified references
matomo.org plausible.io linkedin.com leadiq.com umami.is docs.umami.is + 6 more
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