Web Analytics · Vendor profile

Matomo

Open-source, privacy-first web analytics platform available self-hosted or in the cloud.

Founded 2007· Wellington, New Zealand· ~52 employees· matomo.org ↗

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Last verified 2 days ago · 21 sources · Updated automatically

Founded

2007

Headquarters

Wellington, New Zealand

Employees

From

$26

Free tier

Yes

Script size

61.1 KB

Overview

Matomo is an open-source, privacy-first web analytics platform that runs either self-hosted or as a managed cloud service. The On-Premise edition is open source under GPL-3.0 and free to self-host on any PHP/MySQL server, while Matomo Cloud is a paid offering built on the same core, starting at $26/month.

It positions on data ownership and privacy compliance: cookieless tracking, GDPR compliance, and EU data residency for the cloud product, with customer-controlled residency for self-hosted instances. Configured cookieless, it can run without a consent banner. Founded in 2007, Matomo is made by InnoCraft Ltd of Wellington, New Zealand, with around 52 employees.

The feature set is broad for a privacy-focused tool: a real-time dashboard, custom events, goal and conversion tracking, multi-step funnels, ecommerce revenue tracking, and heatmaps. It also offers a Google Analytics importer (Universal Analytics and GA4), raw data export, a Reporting API, scheduled email reports, and an official WordPress plugin.

Best for

Teams that need to own their data and keep it in the EU or a chosen country — cloud stores 100% of data in the EU, and self-hosting puts residency under customer control.
Organizations needing consent-light, GDPR-compliant tracking — Matomo supports a fully cookieless mode and, configured that way, does not require a consent banner.
Budget-conscious or self-managing teams — the On-Premise edition is free under GPL-3.0 with no usage limits or website cap.
Teams migrating off Google Analytics that want their history — the official importer supports both Universal Analytics and GA4.
Buyers wanting marketing-grade analytics beyond basic traffic — funnels, goal/conversion tracking, ecommerce revenue tracking, and heatmaps are included.

Less ideal for

Teams wanting a permanently free hosted option — Matomo Cloud has no perpetual free plan, only a 21-day trial; free use requires self-hosting.
Teams prioritizing a lightweight tracker — the tracking script is 61.1 KB, served uncompressed by Matomo Cloud.
Cloud customers running many sites or high traffic — the entry plan caps at 30 websites and 50k hits/month (pageviews plus events), so larger footprints push into higher tiers.
Buyers requiring US-based data residency — Matomo Cloud stores all data in the EU with no transfer to the US.

Pricing

Starting Monthly Price (USD)

$26 · Matomo Cloud Business plan; USD list price (EUR list is €29/mo).

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).

Free Trial Length (Days)

21 days · Matomo Cloud offers a 21-day free trial with full feature access. No credit card required.

Entry Plan Pageview Limit (Monthly)

50k · Entry Cloud plan starts at 50,000 hits/month. Matomo meters 'hits' (pageviews + events), not pure pageviews.

Entry Plan Website Limit

30 sites · Matomo Cloud plans (including entry) support up to 30 websites. On-Premise has no website limit.

Analytics capabilities

Real-Time Dashboard

Matomo provides a real-time visitor dashboard showing live activity, current visitor count, and pages visited.

Custom Event Tracking

Matomo supports custom event tracking via JavaScript API (trackEvent), data attributes, or Tag Manager.

Goal / Conversion Tracking

Matomo supports goal/conversion tracking with configurable goals and conversion rate reporting.

Funnels

Matomo includes multi-step funnel analysis with step-to-step drop-off reporting, included in Matomo Cloud.

Ecommerce / Revenue Tracking

Matomo tracks ecommerce orders and revenue with native integrations for WooCommerce, Shopify, Magento, and more.

Heatmaps

Matomo includes heatmaps (click maps, scroll maps) via the Heatmap & Session Recording feature, included in Matomo Cloud.

Privacy & compliance

Cookieless Tracking

Matomo supports a fully cookieless tracking mode. When configured cookieless, no cookies are set on visitors.

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.

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.

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 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.

License

GPL-3.0 · Matomo core is GPL-3.0. Premium plugins use a separate proprietary license.

Self-Hostable

Matomo On-Premise is the flagship self-hosted edition, freely downloadable and installable on any PHP/MySQL server.

Data Retention (Months)

Not tracked yet

Unlimited Data Retention

Matomo Cloud retains aggregated report data indefinitely with no time-based aging. On-Premise users own the DB with no limit.

Google Analytics Import

Matomo has an official Google Analytics importer supporting both Universal Analytics and GA4 data imports.

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.

Platform & integrations

Has API

Matomo has a comprehensive Reporting HTTP API for programmatic data retrieval covering all reports and raw data.

Tracking Script Size (KB)

61.1 KB · Served uncompressed by Matomo Cloud.

Official WordPress Plugin

Matomo maintains an official WordPress plugin ('Matomo Analytics') published on wordpress.org by the Matomo team.

Email Reports

Matomo supports scheduled email reports (daily, weekly, monthly) in PDF, HTML, or CSV format.

Public Dashboard Sharing

Matomo supports public dashboard access via anonymous user feature (no login required). Token-based share links also available.

Alternatives to Matomo

Clicky

Real-time, privacy-friendly web analytics with per-visitor tracking and heatmaps.

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Cloudflare Web Analytics

Free, privacy-first web analytics that tracks page views without cookies or fingerprinting.

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Fathom Analytics

Privacy-first, cookieless web analytics with a simple dashboard and forever data retention.

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Sources · 21 verified references

matomo.org leadiq.com developer.matomo.org plugins.matomo.org github.com + 2 more

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