Matomo vs GA4 - Side-by-Side In-depth Comparison

In today's digital world, choosing the right tool for your analytics needs can be a task that impacts your ability to gather, analyze, and act on data.

Two major players in the market are Matomo (formerly Piwik) and Google Analytics 4 (GA4). Both offer robust features but differ significantly in their approach, capabilities, and philosophy. 

One year back Mamtomo's LinkedIn page announced that the web analytics industry is experiencing a notable shift, with an increasing number of websites adopting Matomo as their preferred tool. At the same time, Google Analytics' market share steadily declines. 

Now, let's explore and find out which one is better.

This blog covers an in-depth comparison that will help you understand these differences, guiding you to make an informed decision for your analytics needs.

Get in touch to learn about Analytico’s Digital Analytics Audit services or GA4 audit services and consultancy 

Overview of Google Analytics and Matomo 

Google Analytics: 

Google Analytics traces its origins to 2005 when Google acquired Urchin Software Corporation and rebranded its web analytics service as Urchin on Demand. This eventually evolved into the Google Analytics platform we know today.

Since its debut, Google Analytics has grown immensely in popularity and is now employed by over 28 million websites worldwide to monitor and optimize their online presence.

Fast forward to 2020, Google introduced GA-4, a robust web analytics platform that has established itself as the industry standard for monitoring and analyzing website performance.

This comprehensive, free tool provided by Google offers valuable insights into your website’s visitors and their behaviors.

At its core, Google Analytics provides a detailed look at how users interact with your site. It reveals essential information such as the locations of your visitors, the devices they use, their demographics, and their interests.

More importantly, it allows you to track their engagement with your content, including the pages they view, the links they click on, and even the products they purchase or the services they convert on.

Matomo:

Matomo, formerly known as Piwik, is a free and open-source web analytics platform that helps website owners track and understand visitor interactions. 

Established in 2007 as Piwik, it underwent significant improvements and was rebranded to Matomo Analytics in 2018. By then, it had reached 1 million downloads and 100,000 active users.

Matomo Analytics stands out in the web analytics landscape, particularly in comparison to Google Analytics, due to its strong focus on data privacy and ownership. 

Unlike Google Analytics, Matomo gives website owners complete control over their data, making it an ideal choice for businesses concerned with data privacy regulations.

Matomo offers both Cloud and On-Premise solutions, including a highly-rated WordPress plugin, making it flexible and adaptable. 

Its features include detailed visitor reports, heatmaps, session recordings, and A/B testing, all designed to improve website performance.

Google Analytics Vs Matomo

Data Ownership and Privacy

Matomo:

• Data Ownership: 

One of Matomo's primary selling points is complete data ownership. Users host the data on their servers or use Matomo’s cloud service, ensuring full control over their data.

• Privacy Compliance: 

Matomo is built with privacy in mind. It offers features like IP anonymization, data retention controls, and consent management to help businesses comply with GDPR, CCPA, and other privacy regulations.

• Open Source: 

Being open source, Matomo allows users to inspect, modify, and enhance the code, ensuring transparency and security.

GA4:

• Data Ownership: 

With GA4, data is stored on Google’s servers, which means Google has access to the data collected. While Google offers robust security measures, some businesses may have concerns about data sovereignty.

• Privacy Compliance: 

Google Analytics provides tools to help with compliance, such as data retention settings and user deletion requests. However, the control is not as granular as with Matomo.

• Proprietary Software: 

GA4 is a proprietary tool, meaning users have no access to the underlying code and must rely on Google for updates and improvements.

Ease of Use and Implementation

Matomo:

• Installation: 

Matomo analytics can be installed on your servers or used as a hosted solution via Matomo Cloud. The on-premise installation requires technical expertise, but the hosted version simplifies the process.

• User Interface: 

Matomo offers a user-friendly interface with customizable dashboards. However, some users may find the initial setup and configuration to be complex compared to GA4.

• Support:

Matomo provides extensive documentation and community support. Paid users can also access premium support options.

GA4:

• Installation: 

GA4 setup is straightforward, especially for existing Google Analytics users. It integrates seamlessly with other Google products, making it easy for businesses already within the Google ecosystem.

• User Interface:

GA4 features a modern and intuitive interface with advanced data visualization tools. The learning curve can be steep due to its new event-based tracking model.

• Support: 

Google offers comprehensive support through documentation, community forums, and professional services for enterprise users.

Tracking and Reporting Capabilities

Matomo:

• Tracking: 

Matomo analytics offers extensive tracking capabilities, including event tracking, goal tracking, and eCommerce tracking. It also supports custom dimensions and metrics.

• Reporting: 

Matomo provides detailed and customizable reports. Users can create their own reports and dashboards tailored to specific needs.

• Real-time Data: 

Matomo’s real-time data tracking is robust, allowing businesses to monitor website activity as it happens.

GA4:

• Tracking: 

GA4 introduces a more flexible event-based tracking system, moving away from the session-based model of Universal Analytics. This allows for more granular tracking of user interactions.

• Reporting: 

GA4’s reporting capabilities are advanced, with a focus on machine learning-powered insights. Users can explore data using the Analysis Hub, which offers various exploration techniques.

• Real-time Data: 

GA4 provides real-time reporting, though some users have noted delays compared to Universal Analytics.

Integration and Customization

Matomo:

• Integration: 

Matomo supports integrations with a wide range of CMSs, CRMs, and other tools through plugins and APIs. It also offers seamless integration with Google Ads and other advertising platforms.

• Customization: 

The open-source nature of Matomo allows for extensive customization. Users can develop their own plugins or modify existing ones to fit specific requirements.

GA4:

• Integration: 

GA4 integrates seamlessly with other Google products such as Google Ads, Search Console, and Data Studio. It also supports integration with third-party tools through APIs.

• Customization: 

GA4 offers customization options through the Google Tag Manager and custom event tracking. However, the level of customization is not as extensive as with Matomo.

Cost

Matomo:

• Pricing Model: 

Matomo’s pricing is based on whether you choose the on-premise version (free) or the cloud-hosted version (paid). The cloud-hosted version’s cost scales with the number of users and features required.

• Value for Money:

For organizations that prioritize data control and privacy, Matomo offers excellent value. The on-premise version is particularly cost-effective for those with the technical resources to manage it.

GA4:

• Pricing Model: 

GA4 is free to use, with no limitations on the amount of data collected. However, businesses with significant data needs might require GA360, Google’s enterprise analytics solution, which comes at a premium price.

• Value for Money: 

GA4 provides robust analytics capabilities at no cost, making it a compelling option for businesses of all sizes. The integration with other Google products adds significant value.

Flexibility and Scalability

Matomo:

• Flexibility: 

Matomo’s open-source nature allows for unparalleled flexibility. Businesses can tailor the platform to their specific needs, adding or modifying features as required.

• Scalability: 

While Matomo is scalable, the on-premise version requires significant infrastructure and resources to handle large volumes of data. The cloud version scales more easily but at a cost.

GA4:

• Flexibility: 

GA4 offers flexibility through its event-based model and integration capabilities. However, being proprietary software, it doesn’t match Matomo’s level of flexibility.

• Scalability: 

GA4 is designed to scale effortlessly, handling large volumes of data without requiring additional infrastructure from the user. The platform is suitable for businesses of all sizes.

Data Analysis and Insights

Matomo:

• Data Analysis:

Matomo provides a wide range of analytical tools, including segmentation, funnel analysis, and cohort analysis. Users can perform in-depth analysis to uncover insights and trends.

• Insights: 

Matomo does not offer machine learning-powered insights out of the box. However, it provides the raw data and tools needed for detailed analysis, which can be enhanced with third-party tools.

GA4:

• Data Analysis: 

GA4 excels in data analysis, with advanced features such as cross-platform tracking and machine learning models. The Analysis Hub allows users to explore data in various ways, including funnels, paths, and segment overlaps.

• Insights: 

GA4 leverages machine learning to provide predictive insights and automated recommendations. This helps businesses identify trends and opportunities without needing deep analytical expertise.

User Privacy and Compliance

Matomo:

• User Privacy: 

Matomo is built with user privacy at its core. It offers features like IP anonymization, cookie-less tracking, and customizable data retention policies to ensure compliance with privacy laws.

• Compliance: 

Matomo helps businesses comply with GDPR, CCPA, and other regulations by providing tools for managing consent and user data. Its on-premise version is particularly attractive for businesses with stringent compliance requirements.

GA4:

• User Privacy: 

GA4 includes features to help manage user privacy, such as data retention controls and user deletion requests. However, as data is stored on Google’s servers, some businesses may have concerns about compliance.

• Compliance: 

Google Analytics offers tools and documentation to help with compliance, but the control is less granular compared to Matomo. Businesses must rely on Google’s implementation of privacy features.

Community and Support

Matomo:

• Community: 

Matomo has a vibrant open-source community that contributes to its development and provides support through forums and documentation. This community-driven approach ensures continuous improvement and innovation.

• Support: 

Paid Matomo users can access premium support options, including dedicated account managers and priority support. The extensive documentation and community support are also valuable resources for troubleshooting and learning.

GA4:

• Community: 

GA4 benefits from a large user base and active community forums where users can seek help and share knowledge. Google’s extensive documentation also provides valuable guidance.

• Support: 

Google offers various support channels, including documentation, community forums, and professional services for enterprise users. GA360 customers receive enhanced support, including dedicated account management.

Conclusion

Choosing between Matomo and GA4 depends on your specific needs, priorities, and resources. 

Here’s a quick summary to help guide your decision:

Ultimately, both Matomo and GA4 are powerful analytics tools that can provide valuable insights into your website’s performance. By understanding their strengths and limitations, you can choose the one that best aligns with your business goals and technical capabilities.

Do you like what you read? Learn more about Digital Analytics on our blog here.