Matomo

About Matomo

Matomo is a web analytics platform positioned as a privacy-first alternative to tools like Google Analytics. It can be self-hosted on-premise or run as a cloud service, giving organizations full ownership of their data with no vendor lock-in, data residency options, and raw data export. The platform tracks pages, traffic sources, conversions, events, funnels, and user flows, and includes segmentation, A/B testing, heatmaps, and session recordings.

The product emphasizes GDPR compliance and privacy protection, offering cookieless tracking, data anonymization, access controls, and audit logs. It also provides tracking specific to AI-driven traffic, including visits from AI assistants, agents, and chatbots, and comparisons of human versus AI behavior on a site.

Matomo is aimed at teams and organizations that need reliable, unsampled analytics data without relying on third-party data processors. Setup involves adding a JavaScript tracking snippet or connecting through integrations such as WordPress and Google Tag Manager, and the platform supports importing historical data from Google Analytics. A free 21-day cloud trial is available, along with the option to self-host indefinitely at no cost.

Key features

• Unsampled, first-party JavaScript and log analytics
• GDPR-compliant, cookieless tracking with data anonymisation
• Heatmaps, session recordings, funnels, and A/B testing
• AI traffic tracking to see how AI assistants and agents use your site
• Cloud or on-premise hosting with 100% data ownership
• Import and migrate historical data from Google Analytics

Frequently asked questions