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Head-to-head · Web Analytics Tools

Google Analytics vs Matomo

  • Updated Nov 2026
  • Both researched from official sources
  • 6 checks side by side
Higher score Google Analytics #1 in Web Analytics Tools 9.4/10 Free plan Free plan✓ 4 of 5 features Visit Analytics
Matomo #2 in Web Analytics Tools 9.2/10 Free plan · 21-day trial Free planFree trial✓ 5 of 5 features Visit Matomo

Google Analytics leads on 0 checks, Matomo on 0, and 6 are even. Who comes out ahead on the 6 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreGoogle Analytics · 9.4/10
  • Free planboth
  • Free trialonly Matomo
  • Most featuresMatomo · 5 of 5

Google Analytics scores higher on our rubric for web analytics tools: 9.4 against 9.2 out of 10; our editors rank them #1 and #2.

Google Analytics is the better fit for broad, cross-platform analytics at no cost. Matomo is the better fit for self-hosted and privacy-conscious analytics.

  • Google Analytics fits best

    Broad, cross-platform analytics at no cost

  • Matomo fits best

    Self-hosted and privacy-conscious analytics

Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.

Side by side

Feature Google Analytics 9.4/10 Visit ↗ Matomo 9.2/10 Visit ↗
At a glance
Editor score 9.4 9.2
Ranking #1 in Web Analytics Tools #2 in Web Analytics Tools
Best for Broad, cross-platform analytics at no cost Self-hosted and privacy-conscious analytics
Pricing model Free plan + paid Free plan + paid
Starting price — €230/mo
Free plan ✓ ✓
Free trial — 21 days
Deployment Cloud, Mobile Cloud, Self-hosted, Mobile
Platforms Web, iOS, Android Web, iOS, Android
Support Docs, Community Email, Live chat, Community, Docs
Integrations 9 integrations 100+ integrations
Built for Small business, Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Google Analytics 4/5 · Matomo 5/5
Event tracking ✓ ✓
Conversion funnels ✓ ✓
Session recordings Not checked yet ✓ (best)
Ecommerce tracking ✓ ✓
API access ✓ ✓
Specs
Monthly visitor limit Not checked yet Not checked yet
Data retention Limited Not checked yet
Our review
Pros
  • Free GA4 properties support website and app measurement
  • Funnel, path, cohort, attribution, and ecommerce reporting
  • Extensive Google integrations plus BigQuery export and API access
  • Free Community edition with unlimited users and hits
  • Combines funnels, ecommerce, replay, testing, APIs, and segmentation
  • Supports web, mobile, API, and self-hosted deployments
Cons
  • Standard properties retain data for up to 14 months
  • Analytics 360 uses sales-led enterprise purchasing
  • Broad capabilities may require configurable event collection
  • Paid plan limits vary by users and monthly hits
  • Advanced capabilities are reserved for higher tiers
  • Self-hosting requires an organization to run its own infrastructure
Our verdict

Google Analytics is a web and app analytics platform for businesses, marketers, and product teams. GA4 properties collect interactions from websites and applications, then organize them into reports covering acquisition, engagement,…

Read the review →

Matomo is a web and mobile analytics platform for businesses, organizations, and individuals that want traffic reporting with privacy controls and deployment choice. Its feature set covers real-time visitor reports, event tracking,…

Read the review →
  1. Google AnalyticsWeb Analytics Tools 9.4Free plan
  2. MatomoWeb Analytics Tools 9.2Free plan · 21-day trial

Strengths and trade-offs

  • Google Analytics — where it wins

    • Free GA4 properties support website and app measurement
    • Funnel, path, cohort, attribution, and ecommerce reporting
    • Extensive Google integrations plus BigQuery export and API access

    Where it doesn't

    • Standard properties retain data for up to 14 months
    • Analytics 360 uses sales-led enterprise purchasing
    • Broad capabilities may require configurable event collection

  • Matomo — where it wins

    • Free Community edition with unlimited users and hits
    • Combines funnels, ecommerce, replay, testing, APIs, and segmentation
    • Supports web, mobile, API, and self-hosted deployments

    Where it doesn't

    • Paid plan limits vary by users and monthly hits
    • Advanced capabilities are reserved for higher tiers
    • Self-hosting requires an organization to run its own infrastructure
  • Google Analytics9.4/10 · Free plan

    A broad, no-cost analytics platform covering web, app, marketing, and ecommerce measurement.

    Visit AnalyticsFull verdict →
  • Matomo9.2/10 · Free plan · 21-day trial

    A broad, privacy-focused analytics platform with free self-hosting and paid expansion tiers.

    Visit MatomoFull verdict →

More comparisons

All web analytics tools comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Nov 2026

Last updated · How we research and update