Matomo

Matomo is an open-source web analytics platform from InnoCraft, hosted in Europe as Matomo Cloud or self-hosted under the GPL for full data ownership.

Matomo is a privacy-first web analytics platform that gives an organisation complete ownership of its visitor data. It is built by InnoCraft Ltd, a New Zealand company that trades as Matomo, and the open-source project behind it dates back to 2007. Teams choose it when consent rules, data residency requirements or a vendor's terms of service stand between them and the numbers they need. The same product ships two ways: Matomo Cloud, hosted and maintained by the Matomo team in Europe, and Matomo On-Premise, the GPL-licensed release installed on servers the customer controls. Matomo reports the traffic, campaign and behaviour data a marketing team expects, from visitor logs and Users Flow to Funnels, Goals, WooCommerce Analytics and Search Engine Keywords Performance. Heatmaps, Session Recording, Forms reports, Media Analytics and Crash Analytics sit beside them for the questions a report table cannot answer. Matomo Tag Manager deploys tracking without a developer, and the GDPR Manager handles consent, opt-outs and retention in the same interface. Custom Reports, Custom Alerts, Roll-Up Reporting and scheduled email reports cover the reporting layer, while the Reporting API, the Matomo Connector for Looker Studio and the Data Warehouse Connector move the data out to BigQuery, Snowflake, Tableau or Power BI. Matomo suits organisations that have to answer for where their analytics data lives: public sector bodies, healthcare and finance teams working under GDPR, HIPAA or CCPA, and European companies that need visitor data kept in the EU. Agencies use it to report on client sites under their own logo, and developers pick On-Premise when they want to read the raw database or extend the software themselves. It is bought as one product in two forms: self-hosted at no charge under the GPL, or hosted in the cloud and priced by traffic volume. Most installations replace Google Analytics or run alongside it, with the built-in importer bringing the historical data across during the move. WordPress and WooCommerce sites add tracking through ready-made plugins, and Google Ads campaigns are measured through the campaign and Multi Channel Conversion Attribution reports. Agencies schedule the branded reports clients read each month, analysts query the Reporting API from their own tools, and data teams push raw data into BigQuery or Snowflake with the Data Warehouse Connector so that Tableau and Power BI can read it. The Matomo Marketplace supplies further plugins when a team needs something outside the core release.