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Rating

4.5/5

4/5

5/5

Summary

A customisable and free web analytics tool. Get insights into user behavior with an event-based tracking model, and know what drives sales and traffic with extensive attribution methods.

A B2B leadgeneration tool. Turn pageviews into pipeline. Identify the companies already visiting your website and convert them into high-value leads.

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.

A B2B leadgeneration tool. Start identifying your B2B website visitors and grow your sales funnel. Generate more and better leads than your competition.

Pros

GA4 is free to use
Many functionalities
The reports are customisable
Large community
Extensive documentation
GA4 is easily scalable

Company insights
Easy setup
CRM integration
Great for leadgen

Data display
Flexible data visualisation
Engagement reporting
Privacy oriented

Company insights
Session Recordings
Geographic results
CRM integration

Cons

Steep learning curve
Implementation can be hard
Inaccurate data sampling
UI is not easy to use

Specific use-case
Limited data retention
Limited features

Integrations
Branding method

Limited features
Specific use-case
Not very customizable
Quite steep pricing

Pricing information

Starting Price

Standard	Free
GA4 360	$50k+ per year

Lite	Free
Discover	€79+ p/m (billed annually)
Activate	€369+ p/m (billed annually)
Scale	€599+ p/m (billed annually)
Enterprise	On req.

On-Premise	Free
Cloud	€19+ p/m

Starter	€69+ p/m
Scale	€159+ p/m
Pro	€359+ p/m
5.000+ company ID's	On req.

Free trial period

Free plan

14 days

21 days

14 days

Account Management

Trackable Items

100

Unlimited

User Seats

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)
United Kingdom
United States

European Economic Area (EEA)

European Economic Area (EEA)

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

Google Analytics 4

Leadfeeder

You

Leadinfo

Data Freshness

4-8 hours (most reports), up to 24-48 hours

1 hour

15 minutes or more

Realtime

Data Retention

Customizable up to 14 months

Unlimited on paid plans, 7 days on Free

Unlimited and customizable

30 days

Data Sampling

Explorations might use sampled data

Matomo doesn’t use data sampling

Data Import

Import cost, offline or user/client ID data

Import Google Analytics data, search keywords & server logs

Used for bulk tagging leads

Data Export

With sheets, BigQuery or API

Included on Scale, otherwise uses credits

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

Elaborate lead export in CSV or for Linkedin

Compliance

GDPR
CCPA

GDPR
CCPA

GDPR
CCPA
ePrivacy

GDPR
CCPA

Cookieless

Google Analytics relies on first-party cookies.

Sets first-party cookies _lfa (1 year) and _lfa_consent.

Matomo offers cookieless tracking.

Sets first-party cookies _li_id (2 years) and _li_ses (session) by default; an optional cookieless mode exists.

Alerts & Automation

Custom Alerts

Custom insights, in interface or via email

Receive alerts from every report by email or SMS

Email Reports

Recurring shared reporting

Detailed daily, weekly and monthly reports

Daily, weekly or monthly lead overview

Reporting

Trend Reporting

Analyse your peak hours

Device Reporting

Device type, browser, OS and more

Funnel Reporting

Customisable funnel exploration

Basic funnel reporting

User Flow Reporting

Flexible Sankey chart exploration

With flexible Sankey chart

Segmentation

Segment creation and overlap exploration

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

Filter leads by country, channel or page

Cohort Reports

Cohort exploration

Analyse and segment by cohort

Retention Reporting

Combined with CLTV metrics

Attribution Reporting

Attribution models comparison

Model comparison report

Simple referral widget

Ecommerce Reporting

Extensive e-commerce reports

User Experience Features

Heatmaps

GA4 does not offer heatmaps

Filter specific pages or hide elements on the page

Session Recordings

GA4 does not offer recordings

Record specific pages or only after activity or duration

Included from the Scale plan

A/B Testing

A/B Testing Platform (premium feature)

User Feedback

Customizability

Custom Properties

25 user-scoped & 50 event-scoped dimensions

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

Define your own labels

Custom Metrics

50 event-scoped metrics

Custom Reports

All reports are customisable

Flexible report design

Custom Events

25 parameters per event

Define triggers to label a lead or send them to CRM

Annotations

Notes feature added in 2024

On any graph or via API

Support

Support description

Support is available via chat and the support center.

You can contact support either by live chat (9AM - 11PM EET) and email from Monday to Friday. Support is knowledgable and responsive through chat. Email can take longer and responses can be from different support staff.

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.

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