Matomo

In short: Matomo is analytics, behaviour analytics and tag management software, with freemium pricing, plans from €29/month and a free trial.

Open-source, privacy-focused web analytics in the cloud or self-hosted

Matomo is an open-source web analytics platform developed by InnoCraft, a company set up by Matomo's creators. It began in 2007 as Piwik and was renamed Matomo in 2018. It is used by organisations that want full ownership of their analytics data, including public bodies, agencies and businesses with strict privacy requirements.

Matomo reports on pages, traffic sources, campaigns, goals, events and ecommerce, with segmentation, funnels and unsampled data. For search marketers, the cloud edition includes search engine keyword performance reports, and on-premise bundles add SEO Web Vitals. Heatmaps, session recordings and A/B testing are available on cloud plans and as premium plugins. Matomo also reports on visits from AI assistants and chatbots, and offers cookieless tracking and data anonymisation to support GDPR compliance.

Matomo Cloud is priced by monthly hits and includes a 21-day free trial. The self-hosted On-Premise edition is free, with paid plugin bundles and support plans available. Tracking can be added with JavaScript, WordPress, Google Tag Manager or other integrations, and historical Google Analytics data can be imported.