About Matomo Analytics

Matomo is a leading open-source web analytics platform, used on over 1.4 million websites in over 190 countries. Matomo values privacy protection, 100% data ownership, and no data sampling. It has two different hosting options; cloud and on-premise. Cloud takes the hassle out of installation, and On-Premise is free, open-source, and self-hosted on your server. Giving you maximum flexibility.

This premium web analytics and conversion optimization tool is designed to give you the most conclusive insights with a complete range of features such as heatmaps, session recordings, goals, form analytics, e-commerce, and funnels. It provides real-time updates on the details of your visitors; has goal conversion tracking to track business objectives; event tracking to identify and measure the interaction of the user with your website; and A/B testing which helps you optimize your website campaigns by experimenting and running A/B tests.

What makes Matomo unique?

A unique component of Matomo’s features is Visitor Profiles. Here you evaluate every action an individual user has taken on your website which is compiled into a full historical profile. This lets you see what the lifetime journey of an active user looks like, or perhaps you want to see what a profile looks like for a user who comes back time and time again without ever purchasing; there is no better way to gain insights into these journeys and this is why the Visitor Profiles feature is so widely used by Matomo users.

Matomo easily integrates with 100+ technologies including Content Management Systems, eCommerce Stores, Frameworks, and more. This includes integration with WordPress, Magento, Joomla, Drupal, WooCommerce, and Microsoft Sharepoint.

An overview of Matomo Analytics

Wrap up: what do we think?

Overall, if you value privacy Matomo Analytics is a great option. It gives you complete ownership of your data, is open-source and has flexible data visualizations. Installation of the On-premise version of Matomo can be tricky but it’s well worth the effort.

  • Data display
  • Flexible data visualisation
  • Engagement reporting
  • Privacy oriented
  • Integrations
  • Branding method

Software type

We classified Matomo Analytics as Marketing Analytics and UX Analytics. In addition, Matomo Analytics is open source software.

Software details

Product of InnoCraft

Headquartered in
Wellington, New Zealand

Founded in 2007



Matomo Analytics Pricing


Matomo hosting option which allows you to host Matamo on your servers.

  • Unlimited monthly hits
  • Setup requires technical knowledge
  • Choose where your data is stored
  • Community support
  • No data limits




Matomo hosting option which hosts Matomo on their servers in Europe.

  • Tiers up to 10M monthly hits
  • Easy to set up
  • Email support
  • Custom funnels
  • User flow reports


From €19 p/m

*Additional taxes may apply depending on your country.


Matomo offers extensive documentation and video tutorials. Because Matomo is an open source product, you can also get help from a large community. Do you need personal help? Contact Matomo's support team for general issues or contact Innocraft for Matomo Cloud-hosted services.

Support hours

Support languages


Account Management

Trackable Items

30sites or apps

User Seats


User Roles

View, Write, Admin, Super User

Account Security

  • Single Sign-on
  • Two-factor Authentication

Data Processing

Data Center Locations

  • European Economic Area (EEA)

Software Hosting

  • Public Cloud
  • On-Premise

Data Ownership


Data Freshness

15 minutes or more

Data Retention

Unlimited and customizable

Unsampled Data

Matomo doesn’t use data sampling

Data Import

Import search keywords or import GA reports

Data Export

to CSV, XML, Json or Looker Studio or via HTTP API


  • GDPR
  • CCPA
  • ePrivacy


Matomo offers cookieless tracking.

Alerts & Automation

Uptime Monitoring

Custom Alerts

Receive alerts from every report by email or SMS

Email Reports

Detailed daily, weekly and monthly reports


50+ like Wordpress, Magento, Prestashop & Looker Studio


Trend Reporting

Device Reporting

Funnel Reporting

Basic funnel reporting

User Flow Reporting

With flexible Sankey chart


Based on visit, interaction, campaign, ecommerce, demographics & device

Cohort Reports

Analyse and segment by cohort

Retention Reporting

Attribution Reporting

Model comparison report

Ecommerce Reporting

User Experience features


Filter specific pages or hide elements on the page

Session Recordings

Record specific pages or only after activity or duration

A/B Testing

User Feedback


Custom Dimensions

5-15 for each scope and can't delete them

Custom Metrics

Custom Reports

Flexible report design

Custom Events


On any graph or via API


Is your question not listed? Reach out to us and we'll look into it right away.

1 Review

Write Review
  • Richard
    Used Matomo Analytics for 7-12 months as Small business owner

    What do you like?

    I like that Matomo gives us more control over our data. It's privacy-friendly out of the box which is great.

    What do you dislike?

    Not much really.