Google Analytics vs Matomo: Which Analytics Platform is Better?
Compare features, privacy, GDPR compliance, and pricing to choose the right analytics solution
Google Analytics has dominated web analytics for years, but privacy-focused alternatives like Matomo are gaining traction. With GDPR, CCPA, and cookie-less tracking becoming critical, choosing the right analytics platform is more important than ever.
Google Analytics 4
Best for: Comprehensive features and free access
Starting at: Free (GA4)
Learn More →Matomo
Best for: Privacy-first analytics and data ownership
Starting at: Free (self-hosted) / $23/mo (cloud)
Try Matomo Free →Feature Comparison
| Feature | Google Analytics 4 | Matomo | Winner |
|---|---|---|---|
| Data Ownership | Google owns your data | You own 100% of your data | ✅ Matomo |
| GDPR Compliance | Requires cookie consent | Can be used without cookies | ✅ Matomo |
| Data Sampling | Applied to large datasets | No data sampling ever | ✅ Matomo |
| Real-Time Reports | Yes, with delays | Yes, instant updates | ✅ Matomo |
| Custom Reports | Limited customization | Fully customizable | ✅ Matomo |
| Ecommerce Tracking | Advanced (free) | Advanced (included) | Tie |
| Event Tracking | Automatic + manual | Manual configuration | ✅ Google Analytics |
| Google Ads Integration | Native integration | No direct integration | ✅ Google Analytics |
| Data Retention | 2-14 months | Unlimited (self-hosted) | ✅ Matomo |
| Hosting Options | Cloud only | Self-hosted or cloud | ✅ Matomo |
| Learning Curve | Moderate (GA4 is complex) | Easy to moderate | ✅ Matomo |
| Support | Community only (free) | Email support (cloud plans) | ✅ Matomo |
Privacy & Compliance
Google Analytics 4 Privacy
- Google owns and processes your data
- Data shared across Google's advertising network
- Requires cookie consent banners in EU
- Declared illegal in some EU countries
- Data stored on US servers (privacy concerns)
- IP addresses logged (even if anonymized)
GDPR Compliance:
GA4 requires explicit consent from EU visitors, and some European data protection authorities have ruled it violates GDPR due to data transfers to the US.
Matomo Privacy
- You own and control 100% of your data
- Data never shared with third parties
- Can operate without cookies (no consent needed)
- Fully GDPR, CCPA, PECR compliant
- Data stays on your servers (self-hosted)
- Automatic IP anonymization
- Respect for Do Not Track
GDPR Compliance:
Matomo can be configured to be 100% GDPR compliant without cookie banners when self-hosted and properly configured.
Pricing Comparison
Google Analytics 4 Pricing
- GA4 Standard: Free - Up to 10M events/month
- GA4 360: $50,000+/year - Enterprise features
💡 Free version covers 99% of websites
⚠️ Cost = giving up data ownership and privacy
Matomo Pricing
- Self-Hosted: Free - Unlimited traffic
- Cloud Starter: $23/mo - 50,000 hits/month
- Cloud Business: $59/mo - 100,000 hits/month
- Cloud Enterprise: Custom - 1M+ hits/month
💡 Self-hosted is free but requires server & maintenance
🎁 21-day free trial on cloud plans
Which Offers Better Value?
Google Analytics is unbeatable if "free" is your only criterion. However, you pay with your users' data and potential GDPR compliance headaches.
Matomo is free if self-hosted, or reasonably priced for cloud hosting. The true value comes from data ownership, privacy compliance, and unlimited data retention.
Key Differences
Data Ownership
GA4: Google owns your data and can use it for their purposes.
Matomo: You own 100% of your data. It never leaves your servers (self-hosted) or is never shared (cloud).
Data Retention
GA4: Maximum 14 months for user-level data.
Matomo: Keep data forever with self-hosted. Cloud plans allow custom retention periods.
Data Accuracy
GA4: Uses data sampling on large datasets, which reduces accuracy.
Matomo: No data sampling ever. 100% accurate reports regardless of traffic volume.
Privacy Protection
GA4: Requires cookie consent in most regions. May violate GDPR.
Matomo: Can track without cookies. Fully GDPR compliant when configured correctly.
Integrations
GA4: Native integration with all Google products (Ads, Search Console, BigQuery).
Matomo: Integrates with many tools but no native Google Ads integration.
Ease of Use
GA4: Steep learning curve. Very different from Universal Analytics.
Matomo: More intuitive interface, easier to navigate and understand.
Use Case Recommendations
Choose Google Analytics 4 If...
- You need a free solution with zero setup costs
- You heavily use Google Ads and need attribution
- You want machine learning insights (Predictive metrics)
- You're comfortable with Google having your data
- GDPR compliance isn't a major concern for you
- You want the most widely adopted platform
- You don't need data older than 14 months
Choose Matomo If...
- Privacy and data ownership are priorities
- You need to be fully GDPR/CCPA compliant
- You want to avoid cookie consent banners
- You need 100% accurate, unsampled data
- You serve EU users and want to stay compliant
- You need unlimited data retention
- You want complete control over your analytics
Frequently Asked Questions
Is Matomo really better for privacy?
Yes. Matomo gives you complete data ownership, can operate without cookies, and doesn't share data with third parties. Google Analytics shares data across Google's ecosystem.
Can I use both together?
Yes, many businesses use GA4 for its Google integrations while using Matomo for accurate, privacy-compliant analytics. However, this doubles your tracking overhead.
Is Matomo hard to set up?
Matomo Cloud is as easy as GA4 (just add a tracking code). Self-hosted Matomo requires server knowledge but offers detailed documentation and community support.
Does Matomo affect site speed?
Matomo's tracking code is lightweight and comparable to GA4. Self-hosted Matomo can be faster as data doesn't go to third-party servers.
Can I migrate from GA4 to Matomo?
Yes. Matomo offers import tools and guides for migrating from Google Analytics. You can't import historical data, but you can start fresh with better privacy.
Is GA4 illegal in Europe?
Not officially "illegal," but several EU data protection authorities have ruled against GA4 due to concerns about data transfers to the US. Using Matomo avoids these issues.
Our Verdict
Winner: It Depends on Your Priorities
Choose Google Analytics 4 if you want a free, feature-rich platform and are comfortable with Google having access to your data. It's ideal for businesses heavily invested in the Google ecosystem.
Choose Matomo if privacy, GDPR compliance, and data ownership matter to you. It's the better choice for EU-focused businesses, privacy-conscious brands, and anyone who wants complete control over their analytics data.
Our Recommendation: For most EU-based businesses or privacy-focused brands, Matomo is the safer long-term choice. For businesses primarily using Google Ads with US audiences, GA4 may be more practical.