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Google Analytics vs Matomo
Google Analytics vs Matomo
A side-by-side look at Google Analytics (the paid SaaS) and Matomo (the open source alternative). Use this page to decide if the switch fits your team and workflow.
| Google Analytics | Matomo | |
|---|---|---|
| Tagline | Google's free website and app analytics. | Full-featured open source web analytics. |
| License | Proprietary SaaS | GPL-3.0 |
| Pricing | Free (GA4); Analytics 360 enterprise-priced. | Free to self-host · optional paid hosted plan |
| Self-host option | No | Yes — difficulty 3/5 |
| Hosted cloud available | Yes (only option) | Yes |
| Desktop apps | Varies by product | Web only |
| Mobile apps | Official apps typically available | iOS, Android |
Ad slot — between tables
Best for
When you need GA-level reporting without Google.
Matomo strengths
- Feature parity with GA for most reports.
- Heatmaps, session recordings and goal funnels available.
- Strong GDPR tooling.
Matomo weaknesses
- Heavier to self-host (PHP + DB + cron).
- Some premium features are paid plugins.
- UI can feel dense.
What's the catch with Google Analytics?
- Cookie consent and GDPR complexity.
- GA4 migration was rough.
- Data shared with Google.
Still unsure?
Check the full list of alternatives to Google Analytics: see Google Analytics alternatives, or learn more about Matomo on its project page.