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Rating
5/5
4/5
Summary
A free privacy focussed open-source web analytics tool, which gives you 100% data-ownership. You can even use Matomo without needing to ask for consent.
Powerful, self-serve product analytics to help you convert, engage, and retain more users. Build funnels, see top user flows, create cohorts, and more with just a few clicks.
The only digital insights platform that gives you complete understanding of your customers’ digital journeys, so you can quickly improve conversion, retention, and customer delight.
A B2B leadgeneration tool. Start identifying your B2B website visitors and grow your sales funnel. Generate more and better leads than your competition.
Pros
  • Data display
  • Flexible data visualisation
  • Engagement reporting
  • Privacy oriented
  • Interface is easy to understand
  • Great support options
  • Reporting is in realtime
  • Good community
  • It is easy to implement
  • It has data science capabilities
  • Reports are easy to build
  • Interface is user-friendly
  • Company insights
  • Session Recordings
  • Geographic results
  • CRM integration
Cons
  • Integrations
  • Branding method
  • Event setup requires tech skills
  • Contains hard to discover features
  • Has a steep learning curve
  • Tech support is quite basic
  • Difficult to share dasboards
  • Onboarding could be improved
  • Limited features
  • Specific use-case
  • Not very customizable
  • Quite steep pricing

Pricing information

Starting Price
On-PremiseFree
Cloud€19+ p/m
FreeFree
EnterpriseOn req.
FreeFree
GrowthOn req.
ProOn req.
PremierOn req.
Starter€69+ p/m
Scale€159+ p/m
Pro€359+ p/m
5.000+ company ID'sOn req.
Free trial period
21 days
Free plan
Free plan
14 days

Account Management

Trackable Items
30
1
1
Unlimited
User Seats
Unlimited
Unlimited
Unlimited
3 to unlimited, by plan
Account Security
  • Single Sign-on
  • Two-factor Authentication
  • Single Sign-on
  • Two-factor Authentication
  • Single Sign-on
  • Two-factor Authentication
  • Single Sign-on
  • Two-factor Authentication

Data Processing

Data Center Locations
  • European Economic Area (EEA)
  • European Economic Area (EEA)
  • United States
  • European Economic Area (EEA)
  • United States
  • European Economic Area (EEA)
Software Hosting
  • Public Cloud
  • Private Cloud
  • On-Premise
  • Public Cloud
  • Private Cloud
  • On-Premise
  • Public Cloud
  • Private Cloud
  • On-Premise
  • Public Cloud
  • Private Cloud
  • On-Premise
Data Ownership
You
Mixpanel
You
Leadinfo
Data Freshness
15 minutes or more
Realtime
Realtime
Realtime
Data Retention
Unlimited and customizable
Unlimited
12 months
30 days
Data Sampling
Matomo doesn’t use data sampling
Data Import
Import Google Analytics data, search keywords & server logs
Via one-off script or Ingestion API
Used for bulk tagging leads
Data Export
to CSV, XML, Json or Looker Studio or via HTTP API
Via raw data export API
Via CSV or API
Elaborate lead export in CSV or for Linkedin
Compliance
  • GDPR
  • CCPA
  • ePrivacy
  • GDPR
  • CCPA
  • HIPAA
  • GDPR
  • CCPA
  • HIPAA
  • GDPR
  • CCPA
Cookieless
Matomo offers cookieless tracking.
Mixpanel relies on first-party cookies
Heap relies on first-party cookies
Sets first-party cookies _li_id (2 years) and _li_ses (session) by default; an optional cookieless mode exists.

Alerts & Automation

Custom Alerts
Receive alerts from every report by email or SMS
Hourly, daily, or weekly base on event threshold
Via Slack or email
Email Reports
Detailed daily, weekly and monthly reports
Same as custom alerts
Schedule regular emails for important charts
Daily, weekly or monthly lead overview

Reporting

Trend Reporting
Analyse your peak hours
Device Reporting
Funnel Reporting
Basic funnel reporting
Funnel trend, time to convert & frequency visualisations
With quantitative measurement of user friction & step suggestions
User Flow Reporting
With flexible Sankey chart
Sankey chart with selected, immediate & drop off events
Sankey chart with path comparison
Segmentation
Based on visit, interaction, campaign, ecommerce, demographics & device
Automatically find interesting segments & receive per email
Quickly identify patterns in user behavior
Filter leads by country, channel or page
Cohort Reports
Analyse and segment by cohort
User cohorts of users to filter reports
Retention Reporting
Retention curves, trends & user cohort buckets
Attribution Reporting
Model comparison report
Simple UTM tracking with "first touch" attribution
Track UTM parameters or initial referrer sources
Simple referral widget
Ecommerce Reporting
Option to track purchases but no special reporting
Easy setup with eCommerce Activation Kit

User Experience Features

Heatmaps
Filter specific pages or hide elements on the page
Session Recordings
Record specific pages or only after activity or duration
Automatically filters relevant replays
Included from the Scale plan
A/B Testing
A/B Testing Platform (premium feature)
Experiments
User Feedback
Track NPS score events in surveys

Customizability

Custom Properties
5-15 for each scope and can't delete them
Define your own labels
Custom Metrics
Max 255 properties per event
Custom Reports
Flexible report design
Unlimited custom dahboards & reports
Custom Events
Combine events into a custom event
Define triggers to label a lead or send them to CRM
Annotations
On any graph or via API
Directly on the linechart in Insights

Support

Support description
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.
Mixpanel offer extensive documentation and knowledgable support through a ticketing system. They have a support email address but regular support requests are directed to the ticketing system. Join their Slack group for community access.
Heap offers extensive documentation and access to their in-depth collection of Heap University courses to get up and running. Need more help? Join the community or contact their knowledgable support staff through email.
Email support on Starter, phone support from Scale, a dedicated customer success manager on Pro, plus a help center.
Support Options
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
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