Marketing & Analytics · head to head
Google Optimize vs Matomo
Google Optimize
Marketing & Analytics
A/B testing for Google Analytics
- From
- Free
- Rated
- -
The short version
- Each has a real cost: Google Optimize google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023; 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 Optimize covers A/B testing, Matomo covers Web analytics.
Where they differ
Only the attributes on which Google Optimize and Matomo actually diverge.
| Attribute | Google Optimize | Matomo |
|---|---|---|
| Platforms | Web | Web, On-premise |
| Category | Marketing & Analytics | Unknown |
| Founded | 1998 | 2007 |
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 Optimize
- A/B testing
- Google Analytics integration
- Visual editor
- Real-time analytics
- Google Analytics
- Google Tag Manager
- Google's security
- 40+ languages language support
Only in Matomo
- Web analytics
- Real-time reports
- Custom dimensions
- Goal tracking
- E-commerce tracking
- Google Search Console
- Privacy-focused
- On-premise deployment
Both cover
- Cloud deployment
- Web support
What people use each for
The jobs each tool is most often brought in to do.
Google Optimize
- A/B and multivariate testing of web pages tied to Google Analytics goalsnot Matomo
- Personalising page content for defined audience segmentsnot Matomo
- Redirect tests between alternative landing page URLsnot Matomo
Matomo
- Privacy focused web analytics as an alternative to Google Analyticsnot Google Optimize
- Self hosting analytics so visitor data stays on owned infrastructurenot Google Optimize
Where each one falls short
Documented limitations, not opinions. Every one is a constraint you would hit in normal use.
Google Optimize
- Google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023
- Any experiments and personalizations still running on that date were ended by Google
- Google directs former users to third-party A/B testing tools, naming AB Tasty, Optimizely and VWO, rather than a replacement Google product
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 Optimize
Free- FreeFree
- A/B testing
- Google Analytics integration
- Visual editor
Matomo
Free- Self-hostedFree
- Open-source
- Full analytics
- Privacy-focused
Which should you pick?
Choose Google Optimize if
- You need a/b testing.
- You want to start without paying.
- You also want google analytics integration.
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.
Questions people ask
- Is Google Optimize or Matomo better?
- Neither clearly leads. Google Optimize 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 Optimize or Matomo?
- Google Optimize starts at Free and Matomo at Free.
- Does Google Optimize or Matomo run on more platforms?
- Google Optimize runs on Web. Matomo runs on Web, On-premise.
- Can I use Google Optimize for free?
- Both have a free tier, so you can try either at no cost before committing.
- What is Google Optimize best used for?
- Google Optimize is most often used for a/b and multivariate testing of web pages tied to google analytics goals, personalising page content for defined audience segments, redirect tests between alternative landing page urls. Of those, a/b and multivariate testing of web pages tied to google analytics goals and personalising page content for defined audience segments are not what Matomo is typically brought in for.
- What can Google Optimize do that Matomo cannot?
- Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Real-time analytics. Matomo covers Web analytics, Real-time reports, Custom dimensions, Goal tracking. Both handle Cloud deployment, Web support.