Matomo and Google Analytics are both powerful web analytics tools, but they have different approaches and philosophies.
A comparison
Data protection and control
Matomo: As an open source platform, Matomo continues to allow full control over your own data and remains a preferred choice for organizations with high data protection requirements.
Google Analytics: With the introduction of Google Analytics 4 (GA4), Google has taken measures to improve data protection. However, there are still concerns regarding the storage of data on US servers and the associated GDPR compliance. Companies must take additional steps to use GA4 in compliance with data protection regulations.
Consent requirement (Consent)
Matomo: Matomo can be configured in such a way that it can be operated without active user consent by dispensing with the use of cookies. This makes it possible todispense with the use of content banners while still collecting basic analysis data.
Google Analytics: Explicit user consent is still required for the use of GA4 in the EU. This means that data can only be collected from users who have explicitly consented to tracking, which can limit the database.
User friendliness
Matomo: Matomo’s user interface is intuitively designed. However, the large number of customization options can pose a challenge for less tech-savvy users.
Google Analytics: GA4 offers a modernized user interface with extended functions. However, familiarization with the new features and optimal use of the platform requires a certain learning curve.
Degree of dissemination
Matomo: Matomo has gained popularity, particularly in privacy-sensitive areas. The active community and continuous further development contribute to the stability and adaptability of the platform.
Google Analytics: GA4 remains widely used due to its deep integration into the Google ecosystem and its comprehensive features. Nevertheless, data protection concerns are leading some companies to consider alternatives.
Costs
Matomo: The basic version of Matomo is still available free of charge. However, additional functions and professional support may be associated with costs and the pricing model is somewhat unfavorable, as it is based on the total number of users and not on the number of actual users of the special modules.
Google Analytics: GA4 is offered in a free basic version. Google Analytics 360 is available for companies with extended requirements, but the costs are considerable (from $50,000 per year).
Integration and ecosystem
Matomo: Matomo offers numerous plug-ins and integration options, some of which require technical expertise. Integration with some external marketing and SEO tools is possible, but not always as seamless as with GA4.
Google Analytics: GA4 is characterized by close integration with other Google services such as Google Ads and Google Tag Manager, which is particularly advantageous for companies that rely heavily on the Google ecosystem.
Range of functions
Matomo: Matomo offers a comprehensive range of functions that can be expanded using plugins. Features such as heat maps and session recordings are available and support detailed analysis of user behavior.
Google Analytics: GA4 has expanded its range of functions and is increasingly relying on AI-supported analyses. However, some specialized functions, such as those available in Matomo, are missing or are implemented in less detail.
Data retention
Matomo: As a self-hosted solution, Matomo enables flexible and unlimited data storage, depending on your own server capacities.
Google Analytics: GA4 offers various data retention options, but these are restricted by Google’s policies and storage limits.
Server load
Matomo: Hosting Matomo on our own servers can lead to an increased server load, especially with high data volumes.
Google Analytics: Since GA4 is operated as a hosted service by Google, there is no additional server load for your own system.
Data quality for SEO
Matomo: Matomo enables detailed insights into user interactions and provides accurate data without sampling. However, search terms can only be displayed in full if the search engine transmits this information.
Google Analytics: GA4 uses data sampling in certain cases and provides less detailed information on search terms due to data protection measures such as the encryption of search queries.
Conclusion
In our experience, Matomo is ideal for companies or organizations that want to control their data completely themselves, are subject to high data protection requirements or would otherwise not be allowed to use tracking at all – for example, HIV-focused practices or anonymous addiction counselling. Matomo is also often the better choice when it comes to technical or statistical requirements for a flexible open source solution.
Google Analytics is more suitable for companies that work closely with other Google services or use external SEO/marketing tools. Some service providers even insist on Google Analytics – partly due to a lack of Matomo knowledge, partly because their SEO software does not support Matomo or is not flexible enough.
Conclusion
Wherever possible, we prefer Matomo as the more data protection-friendly solution.
