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Google Analytics vs Matomo

Google Analytics logo

Google Analytics

All industries

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
Matomo logo

Matomo

Marketing & Analytics

Privacy-focused web analytics

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Google Analytics data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires; 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: Google Analytics covers Real-time analytics, Matomo covers Web analytics.

Where they differ

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

Attributes where Google Analytics and Matomo differ
AttributeGoogle AnalyticsMatomo
PlatformsWebWeb, On-premise
CategoryAll industriesMarketing & Analytics
Founded19982007

Identical on both: starting price (Free), pricing model (freemium), free tier (Yes), user rating (Not yet rated).

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 Google Analytics

  • Real-time analytics
  • Audience insights
  • Acquisition tracking
  • Behavior flow
  • Conversion tracking
  • Custom reports
  • Mobile analytics
  • Google Ads

Only in Matomo

  • Web analytics
  • Real-time reports
  • Custom dimensions
  • Goal tracking
  • Privacy-focused
  • Cloud deployment
  • On-premise deployment
  • Web support

Both cover

  • E-commerce tracking
  • Google Search Console

What people use each for

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

Google Analytics

  • Website and web application analyticsnot Matomo
  • Event tracking and user behaviour analysisnot Matomo
  • Traffic source and conversion trackingnot Matomo

Matomo

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

Where each one falls short

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

Google Analytics

  • Data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • Large and XL properties capped at 2-month data retention only
  • Age, gender, and interest data always expire after 2 months regardless of retention settings
  • Free tier does not include GA360 advanced features

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

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Matomo

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

Which should you pick?

Choose Google Analytics if

  • You need real-time analytics.
  • You want to start without paying.
  • You also want audience insights.
Google 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 Google Analytics or Matomo better?
Neither clearly leads. Google Analytics starts at Free and Matomo at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or Matomo?
Google Analytics starts at Free and Matomo at Free.
Does Google Analytics or Matomo run on more platforms?
Google Analytics runs on Web. Matomo runs on Web, On-premise.
Can I use Google Analytics for free?
Both have a free tier, so you can try either at no cost before committing.
What is Google Analytics best used for?
Google Analytics is most often used for website and web application analytics, event tracking and user behaviour analysis, traffic source and conversion tracking. Of those, website and web application analytics and event tracking and user behaviour analysis are not what Matomo is typically brought in for.
What can Google Analytics do that Matomo cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. Matomo covers Web analytics, Real-time reports, Custom dimensions, Goal tracking. Both handle E-commerce tracking, Google Search Console.
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Related pages

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