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Matomo: web analytics where you keep the data

Matomo is an open-source web analytics platform. It runs on your own server or on Matomo Cloud, and data is not passed to third parties. It is the main alternative to GA4 for banking, government and healthcare projects with strict privacy requirements.

Type
Open-source analytics
Price
Self-hosted is free, Cloud is paid
Data
On your server
Compliance
GDPR-friendly
View the serviceGet training

What is Matomo?

Matomo measures visits, page views, events and goals much like GA4. The difference is where the data lives: in the self-hosted version all raw data sits in your own database, with no sampling.

For a business the value is legal and trust-related: user data stays in the country, and cookieless measurement is possible without consent. It is often set up alongside GA4 so the two sources check each other.

What Matomo makes possible

  1. Goal and e-commerce tracking

    Measuring enquiries, sign-ups and purchases.

  2. Cookieless measurement

    Anonymous statistics without consent.

  3. Raw data access

    All visit data, without sampling.

  4. Heatmaps and session recordings

    User behaviour with add-on modules.

  5. Tag Manager

    Matomo's own tag manager.

  6. API and export

    Sending data to BI tools.

What Matomo works with

  • Google Tag Manager

    Managing tracking tags and the dataLayer without code.

    Open the guide

  • Google Analytics 4

    Event-based web and app analytics. Funnels, conversions and audiences.

    Open the guide

  • Google Data Studio

    A free dashboard tool. Shows GA4, ad and spreadsheet data in one place.

    Open the guide

  • WordPress

    The most widely used CMS. Blogs, corporate sites and e-commerce.

    Open the guide

  • Power BI

    Microsoft's BI platform. Corporate reporting and data models.

    Open the guide

My experience

Projects where I used Matomo:

  • GA4, GTM and Matomo setup for ASANT Group
  • [Project: brand, what I built, result %]
See the cases

Matomo resources

  • Template

    GA4 event plan

  • Template

    UTM builder and naming convention

  • Guide

    Google Analytics 4 guide

  • Training

    Matomo training

    Hands-on Matomo training for your team, on your own account and data.

  • Service

    Analytics setup

    Measurement plan, tracking setup and reports. Delivered in 2-4 weeks.

    from about 700 AZN

Questions about Matomo

Is Matomo free?

The version you install on your own server is free. Matomo Cloud and some premium modules are paid.

Can Matomo replace GA4?

For most web analytics needs, yes. When deep Google Ads integration is needed, I run it alongside GA4.

How powerful does the server need to be?

A regular VPS is enough for up to a few hundred thousand page views a month. At large volumes the database is optimised separately.

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