Side by side
Google Analytics vs Matomo
Both stand on web analytics tools. Which one you can start free with, which one lets you read the code, and what each costs once you pay.
Free plan API
Choose Google Analytics for free measurement across websites and apps, with reporting, funnel exploration, and Google integrations. Large enterprises that need higher limits, unsampled explorations, or enterprise-level support can look to Analytics 360.
Visit Google Analytics
Free plan APISelf-hosted
Matomo combines web analytics features with Cloud and self-hosted deployment options. Its free Community plan has unlimited users and hits, while Cloud plans start at €230/mo (annual).
Visit MatomoThe facts
| Google Analytics | Matomo | |
|---|---|---|
| Free plan | Yes | Yes |
| Open source | Not published | Not published |
| Runs on | API | API, Self-hosted |
| Lowest paid plan | Free or on request | Team: €275 a month |
| Plans published | 2 | 5 |
| Maker | Not published | Matomo |
| Website | marketingplatform.google.com | matomo.org |
| On web analytics tools | #20 of 142 | #16 of 142 |
Google Analytics: what it does well
- Free Google Analytics plan for businesses of every size.
- Measures customer interactions across websites and apps.
- Includes event-based measurement and funnel exploration.
- Integrates with five Google services and advertising platforms.
- Shareable reports support collaboration.
What to know first
- Data retention is limited on Google Analytics.
- Higher limits and unsampled explorations are part of Analytics 360.
Matomo: what it does well
- Free Community plan has unlimited users and hits
- Self-hosted software is free forever
- Includes heatmaps, recordings, funnels and flows
- 21-day Cloud trial requires no credit card
What to know first
- Raw data retention is 24 months
- Cloud data is stored in Frankfurt, Germany
- Cloud plans start at €230/mo (annual)
Alternatives to Google Analytics Alternatives to Matomo The whole list