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Rating
5/5
4/5
5/5
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.
Optimize your website with certainty, not assumption. Watch real user journeys, with automatic Friction Scores that detects where to focus first.
Enterprise-level web analytics. Adobe Analytics lets you mix, match, and analyze data from any digital point in the customer journey.
Pros
  • Data display
  • Flexible data visualisation
  • Engagement reporting
  • Privacy oriented
  • Interface is easy to understand
  • Great support options
  • Reporting is in realtime
  • Good community
  • Intuitive dashboards
  • Great filtering
  • Possibility to tag elements
  • Helpfull support
  • Automatic form tracking
  • User feedback surveys
  • Great segmentation
  • Good video tracking
  • Customizable
  • Easy report creation
Cons
  • Integrations
  • Branding method
  • Event setup requires tech skills
  • Contains hard to discover features
  • Has a steep learning curve
  • Lack of insight for Iframe recordings
  • Funnels could be improved
  • You run into credit limit quite fast
  • Pricing can be quite steep
  • Tech support can be improved
  • Can be difficult to implement
  • Can be challenging to get educated

Pricing information

Starting Price
On-PremiseFree
Cloud€19+ p/m
FreeFree
EnterpriseOn req.
FreeFree
Starter€39 p/m
Growth€129 p/m
Business€259 p/m
Pro€499 p/m
EnterpriseOn req.
SelectOn req.
PrimeOn req.
UltimateOn req.
Free trial period
21 days
Free plan
14 days
Free plan

Account Management

Trackable Items
30
1
10
Unlimited
User Seats
Unlimited
Unlimited
Unlimited
Unlimited
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)
  • European Economic Area (EEA)
  • United States
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
Mouseflow
Adobe Analytics
Data Freshness
15 minutes or more
Realtime
Realtime
2 hours
Data Retention
Unlimited and customizable
Unlimited
12 months
25 months by default
Data Sampling
Matomo doesn’t use data sampling
Some Audience Manager reports display results sampled data
Data Import
Import Google Analytics data, search keywords & server logs
Via one-off script or Ingestion API
through integrations
Though data sources, API or data connectors
Data Export
to CSV, XML, Json or Looker Studio or via HTTP API
Via raw data export API
via CSV or to third-party tools by ID push
Through data feeds, a data warehouse or FTP and SFTP
Compliance
  • GDPR
  • CCPA
  • ePrivacy
  • GDPR
  • CCPA
  • HIPAA
  • GDPR
  • CCPA
  • GDPR
  • CCPA
  • HIPAA
  • PECR
Cookieless
Matomo offers cookieless tracking.
Mixpanel relies on first-party cookies
Mouseflow uses first-party cookies
Adobe uses tracking cookies

Alerts & Automation

Custom Alerts
Receive alerts from every report by email or SMS
Hourly, daily, or weekly base on event threshold
Via web hook
Via e-mail or SMS
Email Reports
Detailed daily, weekly and monthly reports
Same as custom alerts
Hourly, daily, or weekly emails
Flexible scheduled reporting

Reporting

Trend Reporting
Simple visitor trend graphs
Device Reporting
Filter by device type, OS, browser & screen resolution
Device types, OS, OS versions & mobile carriers
Funnel Reporting
Basic funnel reporting
Funnel trend, time to convert & frequency visualisations
Simple funnel report, watch recordings from converters
Bar chart funnel report
User Flow Reporting
With flexible Sankey chart
Sankey chart with selected, immediate & drop off events
Fallout & Flow (Sankey chart) reports
Segmentation
Based on visit, interaction, campaign, ecommerce, demographics & device
Automatically find interesting segments & receive per email
Segment users to filter heatmaps & recordings
Advanced segments with Segment builder & Segment manager
Cohort Reports
Analyse and segment by cohort
User cohorts of users to filter reports
Churn, rolling & latency tables
Retention Reporting
Retention curves, trends & user cohort buckets
Retention cohort report
Attribution Reporting
Model comparison report
Simple UTM tracking with "first touch" attribution
Apply to metrics, breakdowns or compare models
Ecommerce Reporting
Option to track purchases but no special reporting
Very flexible ecommerce reporting

User Experience Features

Heatmaps
Filter specific pages or hide elements on the page
Click, movement, scroll, attention, live & geo heatmaps
Called activity map
Session Recordings
Record specific pages or only after activity or duration
Elaborate filtering & livestream options
A/B Testing
A/B Testing Platform (premium feature)
Experiments
User Feedback
Custom triggered text, multiple choice & NPS ratings

Customizability

Custom Properties
5-15 for each scope and can't delete them
Custom Metrics
Max 255 properties per event
Unlimited calculated metrics
Custom Reports
Flexible report design
Unlimited custom dahboards & reports
Automatic form tracking
Reports in Analysis workspace are customisable
Custom Events
Combine events into a custom event
Custom tagging of recordings
Up to 1.000 success events
Annotations
On any graph or via API
Directly on the linechart in Insights
Available in Workspace

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.
Mouseflow provides support in four languages and through phone, email, and an extensive knowledge base
The support of Adobe Analytics consists of an expansive knowledge base and an online community. Phone and chat options exist for certain user types. Besides that, they offer many training options and tutorials.
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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