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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.
Give your teams a self-service digital analytics platform to understand your users, drive conversions, and increase engagement, growth and revenue. Ideal for product or gowth teams.
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.
Pros
  • Data display
  • Flexible data visualisation
  • Engagement reporting
  • Privacy oriented
  • Simple & Intuïtive
  • User segmentation
  • Data visualisations
  • Feature Analytics
  • 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
Cons
  • Integrations
  • Branding method
  • Dashboard customisation
  • Limited free plan
  • User support access
  • Pricing transparency
  • 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 information

Starting Price
On-PremiseFree
Cloud€19+ p/m
StarterFree
Growth$49+ p/m
EnterpriseOn req.
FreeFree
EnterpriseOn req.
FreeFree
Starter€39 p/m
Growth€129 p/m
Business€259 p/m
Pro€499 p/m
EnterpriseOn req.
Free trial period
21 days
Free plan
Free plan
14 days

Account Management

Trackable Items
30
Unlimited
1
10
User Seats
Unlimited
Unlimited for all plans
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)
  • 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
You
Mixpanel
Mouseflow
Data Freshness
15 minutes or more
Realtime
Realtime
Realtime
Data Retention
Unlimited and customizable
Unlimited
Unlimited
12 months
Data Sampling
Matomo doesn’t use data sampling
Data Import
Import Google Analytics data, search keywords & server logs
Via SDK, API, GCS, AWS & more
Via one-off script or Ingestion API
through integrations
Data Export
to CSV, XML, Json or Looker Studio or via HTTP API
To GCS, BigQuery, Redshift & more
Via raw data export API
via CSV or to third-party tools by ID push
Compliance
  • GDPR
  • CCPA
  • ePrivacy
  • GDPR
  • CCPA
  • ePrivacy
  • GDPR
  • CCPA
  • HIPAA
  • GDPR
  • CCPA
Cookieless
Matomo offers cookieless tracking.
Amplitude relies on first-party cookies.
Mixpanel relies on first-party cookies
Mouseflow uses first-party 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
Email Reports
Detailed daily, weekly and monthly reports
Subscribe to dashboard for daily reports
Same as custom alerts
Hourly, daily, or weekly emails

Reporting

Trend Reporting
Simple visitor trend graphs
Device Reporting
Filter by device type, OS, browser & screen resolution
Funnel Reporting
Basic funnel reporting
Flexible funnels to analyse conversion, time to convert & more
Funnel trend, time to convert & frequency visualisations
Simple funnel report, watch recordings from converters
User Flow Reporting
With flexible Sankey chart
Standard & reverse Sankey charts
Sankey chart with selected, immediate & drop off events
Segmentation
Based on visit, interaction, campaign, ecommerce, demographics & device
Automatically find interesting segments & receive per email
Segment users to filter heatmaps & recordings
Cohort Reports
Analyse and segment by cohort
User cohorts of users to filter reports
Retention Reporting
Retention Analysis and Lifecycle charts
Retention curves, trends & user cohort buckets
Attribution Reporting
Model comparison report
Simple UTM tracking with "first touch" attribution
Ecommerce Reporting
Elaborate Ecommerce reporting
Option to track purchases but no special reporting

User Experience Features

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

Customizability

Custom Properties
5-15 for each scope and can't delete them
Custom Metrics
20 custom formulas to create the metric you need
Max 255 properties per event
Custom Reports
Flexible report design
Unlimited custom dahboards & reports
Automatic form tracking
Custom Events
Create a custom event from existing events
Combine events into a custom event
Custom tagging of recordings
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.
The support of Amplitude consists of a ticketing system, an extensive knowledge base, a community and email support depending on your plan.
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
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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