• GA4 is free to use
  • Many functionalities
  • The reports are customisable
  • Large community
  • Extensive documentation
  • GA4 is easily scalable
  • Data display
  • Flexible data visualisation
  • Engagement reporting
  • Privacy oriented
  • Steep learning curve
  • Implementation can be hard
  • Inaccurate data sampling
  • UI is not easy to use
  • Integrations
  • Branding method

Pricing information

Starting Price
GA4 360$50k+ per year
Cloud€19+ p/m
Free trial period
Free plan
21 days

Account Management

Trackable Items
User Seats

Data Processing

Data Center Locations
Software Hosting
Data Ownership
Google Analytics 4
Data Freshness
Data Retention
Unsampled Data
Explorations might use sampled data
Matomo doesn’t use data sampling
Data Import
Import cost, offline or user/client ID data
Import search keywords or import GA reports
Data Export
With sheets, BigQuery or API
to CSV, XML, Json or Looker Studio or via HTTP API
Google Analytics relies on first-party cookies.
Matomo offers cookieless tracking.

Alerts & Automation

Uptime Monitoring
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


Trend Reporting
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
Segment creation and overlap exploration
Based on visit, interaction, campaign, ecommerce, demographics & device
Cohort Reports
Cohort exploration
Analyse and segment by cohort
Retention Reporting
Combined with CLTV metrics
Attribution Reporting
Attribution models comparison
Model comparison report
Ecommerce Reporting
Extensive e-commerce reports

User Experience Features

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
A/B Testing
User Feedback


Custom Dimensions
25 user-scoped & 50 event-scoped dimensions
5-15 for each scope and can't delete them
Custom Metrics
50 event-scoped metrics
Custom Reports
All reports are customisable
Flexible report design
Custom Events
25 parameters per event
GA4 doesn't have annotation options
On any graph or via API


Support description
Support is available via chat and the support center.
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 Options

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