About Matomo
Matomo is a web analytics platform that can be self-hosted or used as a cloud service. It focuses on full data ownership and privacy compliance.
What it does
Matomo tracks pages, traffic sources, conversions, events and funnels. It also offers heatmaps and session recordings, and it can show visits coming from AI assistants and chatbots. Teams can choose where the data lives, which matters for organisations with strict data residency rules.
Key features
- Traffic source, page and conversion reports
- Funnels, flows and visitor segments
- A/B testing and heatmaps
- Cookieless tracking options
- Raw data export and APIs
Who it's for
Organisations that need full control of their analytics data, such as public bodies, agencies and businesses bound by strict privacy rules. Developers who want to run their own analytics server will also like the self-hosted option.
Pricing and good to know
Matomo is licensed under GPL-3.0, so the self-hosted version is free to use. The cloud version comes with a 21-day free trial, after which paid plans apply. Self-hosting needs a PHP and database server, and someone has to keep it updated. The site has also posted a security notice about PHP, so keep your server software current.
Highlights
- Track pages, sources and conversions
- Build funnels and visitor segments
- Run A/B tests and view heatmaps
- Choose cloud or self-hosted setup
- Export raw data through APIs
