Marketing · Analytics and attribution

Matomo

Privacy-focused web analytics you can self-host or run in the cloud

Best fit: SME · Mid-market · Enterprise
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Pricing · Alternatives · All tools

At a glance

Matomo is an open-source web analytics platform, formerly known as Piwik, offered as a free self-hosted version or a paid cloud service. It tracks traffic, goals, ecommerce and campaigns like Google Analytics, but you keep full ownership of the data. Premium features such as heatmaps, session recordings, funnels and A/B testing are available as plugins.

Category
Analytics and attribution
Best fit
SME · Mid-market · Enterprise
Pricing
See pricing below
In Adam’s stack
No

Who Matomo is best for

Organisations with strict privacy or data sovereignty needs, such as government, health, education and finance, or any business that wants an alternative to Google Analytics. Pick the self-hosted version if you need data stored on your own servers.

Key features

  • Free self-hosted On-Premise edition with unlimited hits
  • Cloud hosting option with no server maintenance
  • Full data ownership with no data sampling
  • Privacy and consent-friendly tracking options
  • Premium plugins for heatmaps, session recordings, funnels and A/B testing
  • Google Analytics data import

Why it’s worth it

It gives you GA-style reporting while keeping visitor data under your control, which simplifies privacy compliance and client data questions.

Things to consider

  • Self-hosting needs a server and someone to maintain updates and performance
  • Advanced features cost extra as premium plugins
  • Fewer native ad platform integrations than Google Analytics

For Australian businesses

Matomo Cloud data is stored in Frankfurt, Germany. Australian organisations that need data held in Australia can self-host the On-Premise edition on local servers.

Matomo pricing

Pricing as published by Matomo

On-Premise self-hosted edition free. Cloud Business from €29/month (excl. tax) for 50,000 hits/month, rising with traffic, with 2 months free on annual billing. Enterprise by quote. On-Premise premium plugin bundles from €275 (Team).

Source: matomo.org/pricing. Checked 8 October 2026. Prices change often, so confirm on the vendor’s site before you buy.

Alternatives to Matomo

Other tools listed under Analytics and attribution. Tools from Adam’s stack are marked.

FAQ

Matomo: common questions

Is Matomo free?

The self-hosted On-Premise edition of Matomo is free with unlimited users and hits. Matomo Cloud is a paid hosted service priced by monthly traffic.

Matomo vs Google Analytics 4?

GA4 is free and integrates closely with Google Ads, but Google processes the data. Matomo gives you full ownership of your data and can be self-hosted, which suits privacy-sensitive organisations.

Where is Matomo data stored?

Matomo Cloud stores data in Frankfurt, Germany. With the self-hosted edition, you choose where the data lives, including on Australian servers.

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