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Head-to-head · Web Analytics Tools

Matomo vs Adobe Analytics

  • Updated Nov 2026
  • Both researched from official sources
  • 6 checks side by side
Higher score Matomo #2 in Web Analytics Tools 9.2/10 Free plan · 21-day trial Free planFree trial✓ 5 of 5 features Visit Matomo
Adobe Analytics #3 in Web Analytics Tools 9.0/10 Pricing on request ✓ 4 of 5 features Try Adobe Analytics

Matomo leads on 1 check, Adobe Analytics on 0, and 5 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 scoreMatomo · 9.2/10
  • Free planonly Matomo
  • Free trialonly Matomo
  • Most featuresMatomo · 5 of 5

Matomo scores higher on our rubric for web analytics tools: 9.2 against 9.0 out of 10; our editors rank them #2 and #3.

Matomo offers free plan; Adobe Analytics doesn't.

Matomo is the better fit for self-hosted and privacy-conscious analytics. Adobe Analytics is the better fit for enterprise analytics in Adobe ecosystems.

  • Matomo fits best

    Self-hosted and privacy-conscious analytics

  • Adobe Analytics fits best

    Enterprise analytics in Adobe ecosystems

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 Matomo 9.2/10 Visit ↗ Adobe Analytics 9.0/10 Visit ↗
At a glance
Editor score 9.2 9.0
Ranking #2 in Web Analytics Tools #3 in Web Analytics Tools
Best for Self-hosted and privacy-conscious analytics Enterprise analytics in Adobe ecosystems
Pricing model Free plan + paid Paid
Starting price €230/mo —
Free plan ✓ (best) —
Free trial 21 days —
Deployment Cloud, Self-hosted, Mobile Cloud, Mobile
Platforms Web, iOS, Android Web, iOS, Android
Support Email, Live chat, Community, Docs Docs
Integrations 100+ integrations 11 integrations
Built for Solo, Small business, Mid-market, Enterprise Mid-market, Enterprise
Features Matomo 5/5 · Adobe Analytics 4/5
Event tracking ✓ ✓
Conversion funnels ✓ ✓
Session recordings ✓ (best) Not checked yet
Ecommerce tracking ✓ ✓
API access ✓ ✓
Specs
Monthly visitor limit Not checked yet Not checked yet
Data retention Not checked yet Standard
Our review
Pros
  • Free Community edition with unlimited users and hits
  • Combines funnels, ecommerce, replay, testing, APIs, and segmentation
  • Supports web, mobile, API, and self-hosted deployments
  • Deep behavioral, funnel, pathing, attribution, and predictive analysis
  • Supports web, mobile, ecommerce, API, and custom event data
  • Connects with Adobe Experience Cloud and major business systems
Cons
  • 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
  • Pricing requires contact with sales and customized quotes
  • The default 25-month retention period varies by contract
  • Its broad enterprise scope may exceed smaller teams' needs
Our verdict

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 →

Adobe Analytics is an enterprise digital analytics product for marketing, analytics, and business teams. It collects behavioral data from websites, mobile apps, and other digital interactions, then supports analysis through configurable…

Read the review →
  1. MatomoWeb Analytics Tools 9.2Free plan · 21-day trial
  2. Adobe AnalyticsWeb Analytics Tools 9.0Pricing on request

Strengths and trade-offs

  • 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

  • Adobe Analytics — where it wins

    • Deep behavioral, funnel, pathing, attribution, and predictive analysis
    • Supports web, mobile, ecommerce, API, and custom event data
    • Connects with Adobe Experience Cloud and major business systems

    Where it doesn't

    • Pricing requires contact with sales and customized quotes
    • The default 25-month retention period varies by contract
    • Its broad enterprise scope may exceed smaller teams' needs
  • 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 →
  • Adobe Analytics9.0/10 · Pricing on request

    A deep Adobe-centered analytics suite for teams that need behavioral, funnel, and attribution analysis.

    Try Adobe AnalyticsFull 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