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Marketing · head to head

Adobe Analytics vs Matomo

Adobe Analytics logo

Adobe Analytics

Marketing

Enterprise-class data analytics

From
$5000/month
Rated
-
Full reviewWebsite
Matomo logo

Matomo

Marketing

Privacy-focused web analytics

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Matomo has a free tier, so it costs nothing to try first.
  • Each has a real cost: Adobe Analytics every UK G-Cloud listing bundles Adobe Analytics inside Experience Cloud consultancy from resellers including NTT Data, IBM and VE3, with no standalone per unit price published; Matomo the self hosted Community Edition is free but excludes A/B testing, heatmaps, session recording, cohorts, crash analytics and multi channel attribution, all of which are paid plugins
  • They diverge on capability: Adobe Analytics covers Real-time reporting, Matomo covers Web analytics.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Adobe Analytics and Matomo actually diverge.

Attributes where Adobe Analytics and Matomo differ
AttributeAdobe AnalyticsMatomo
Starting price$5000/monthFree
Pricing modelquotefreemium
Free tierNoYes
PlatformsWeb, Mobile, ApiWeb, On-premise
Founded19822007

Identical on both: user rating (Not yet rated), category (Marketing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Adobe Analytics

  • Real-time reporting
  • Advanced segmentation
  • Attribution modeling
  • Predictive analytics
  • Customer journey mapping
  • Experience Cloud
  • Audience Manager
  • Target

Only in Matomo

  • Web analytics
  • Real-time reports
  • Custom dimensions
  • Goal tracking
  • E-commerce tracking
  • Google Search Console
  • Privacy-focused
  • On-premise support

Both cover

  • Cloud deployment
  • On-premise deployment
  • Web support

What people use each for

The jobs each tool is most often brought in to do.

Adobe Analytics

  • Advanced analyticsnot Matomo
  • Marketing optimizationnot Matomo
  • Customer insightsnot Matomo

Matomo

  • Privacy focused web analytics as an alternative to Google Analyticsnot Adobe Analytics
  • Self hosting analytics so visitor data stays on owned infrastructurenot Adobe Analytics

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Adobe Analytics

  • Every UK G-Cloud listing bundles Adobe Analytics inside Experience Cloud consultancy from resellers including NTT Data, IBM and VE3, with no standalone per unit price published

Matomo

  • The self hosted Community Edition is free but excludes A/B testing, heatmaps, session recording, cohorts, crash analytics and multi channel attribution, all of which are paid plugins
  • Premium plugin bundles for self hosted installs run from 275 EUR a month for 4 users to 3,400 EUR for 50
  • Cloud pricing is banded by monthly hits, and anything above 10 million requires contacting sales
  • Self hosting places all operation and upgrades on the operator while still needing paid plugins for the advanced features

Pricing, plan by plan

Adobe Analytics

$5000/month
  • Adobe Analytics$5000/month
    • Real-time analytics
    • Advanced attribution
    • Predictive analytics

Matomo

Free
  • Self-hostedFree
    • Open-source
    • Full analytics
    • Privacy-focused

Which should you pick?

Choose Adobe Analytics if

  • You need real-time reporting.
  • You work on Web, Mobile, Api.
  • You also want advanced segmentation.
Adobe Analytics review

Choose Matomo if

  • You need web analytics.
  • You want to start without paying.
  • You work on Web, On-premise.
  • You also want real-time reports.
Matomo review

Questions people ask

Is Adobe Analytics or Matomo better?
Neither clearly leads. Adobe Analytics starts at $5000/month and Matomo at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Adobe Analytics or Matomo?
Matomo has a free tier; the other does not. Paid plans start at $5000/month for Adobe Analytics and Free for Matomo.
Does Adobe Analytics or Matomo run on more platforms?
Adobe Analytics runs on Web, Mobile, Api. Matomo runs on Web, On-premise.
Can I use Matomo for free?
Yes. Matomo has a free tier, so you can try it without paying. Adobe Analytics starts at $5000/month.
What is Adobe Analytics best used for?
Adobe Analytics is most often used for advanced analytics, marketing optimization, customer insights. Of those, advanced analytics and marketing optimization are not what Matomo is typically brought in for.
What can Adobe Analytics do that Matomo cannot?
Adobe Analytics covers Real-time reporting, Advanced segmentation, Attribution modeling, Predictive analytics. Matomo covers Web analytics, Real-time reports, Custom dimensions, Goal tracking. Both handle Cloud deployment, On-premise deployment, Web support.

Answered from the vendors’ own pages

Matomo: How much does Matomo cost?

Matomo Cloud starts at EUR 29 per month for the Starter plan, which covers 50,000 hits per month. Matomo On-Premise has a free Community edition, with paid bundles from EUR 275 per month for up to 5M hits and 4 users.

Source
Matomo: Is Matomo free?

The On-Premise Community edition is free forever with unlimited users and hits, supported through the forum only. Matomo Cloud is a paid service, though a free trial with access to all core features is offered.

Source
Matomo: What is the difference between Matomo Cloud and On-Premise?

Cloud plans include hosting, maintenance, automatic updates and daily backups, priced by monthly hits from EUR 29. On-Premise is self-hosted, free in its Community edition, with paid bundles adding support and higher user counts.

Source
Matomo: How many hits do the Matomo On-Premise bundles cover?

The Team bundle covers up to 5M hits per month and 4 users at EUR 275 per month. Business covers up to 30M hits and 20 users at EUR 1,450. Enterprise covers up to 100M hits and 50 users at EUR 3,400.

Source
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