Open Mon - Fri 10:00-18:00

Matomo vs. GA4: Which Web Analytics Platform is Right for You?

When looking for the most relevant search terms to find the right web analytics platform, Google Analytics and Matomo are the top choices. Both platforms offer data ownership, privacy protection, user-friendly interfaces, and powerful analysis capabilities. However, there are some key differences between them that should be carefully considered before deciding which one is best suited for your website’s needs. In this blog post, we will look at Matomo and GA4 in detail so you can choose which platform is right for you. We’ll explore data ownership, privacy measures, user interface design, and more to help you understand how these two popular web analytics tools compare.

Data Ownership

Regarding data ownership, Matomo is a clear winner due to its privacy-centric focus. It enables users to store their website analytics information in their own database, not on any third-party server. This ensures that the website owner has full control over the collected data, which aligns with GDPR requirements for personal data protection. In addition, all source code related to Matomo is open source and made available under the GPLv3 license, so anyone can audit or modify it for increased security if needed. On the other hand, GA4 stores user analytics information on Google servers which allows them access at any time regardless of what permissions have been set by the user. This could be an issue if your business requires extra consideration when handling sensitive customer information such as credit card numbers or home addresses.

Regarding data ownership, Matomo has a strong focus on privacy. User data is stored locally, meaning you have complete control over who can access it and how it’s used. On the other hand, Google Analytics 4 (GA4) stores user information in its proprietary cloud-based system. This means your website visitors’ data could be subject to the rules of Google’s terms of service agreement which may not be as strict as what you would expect from an independent web analytics provider like Matomo. Website owners need to consider this when choosing between Matomo and GA4 since having full control over your user data is essential for staying compliant with various regulations such as GDPR or CCPA. Data ownership should always factor into any decision regarding web analytics platforms since it directly impacts everything from privacy to analysis capabilities.

When it comes to data ownership, both Matomo and GA4 have their pros and cons. Matomo gives users total control over their data by hosting it within the user’s environment. This ensures that no one else can access your data or use it for monetization purposes without the owner’s permission. On the other hand, Google stores all of its GA4 analytics in its servers, making them more secure, but it also means that you don’t directly control your data as much as with Matomo.

When deciding between these two platforms, it is important to consider how much control you want over your web analytics. If privacy is a top priority for you, then Matomo may be a better solution due to its focus on personal data ownership and the protection of user information at all times. However, if security is paramount, then Google’s server-side storage could provide an extra layer of safety not found in other platforms, such as Matomo, where users are responsible for securing their environments against potential attacks or breaches. Ultimately, each platform has different features and benefits, so it will be up to each website owner to decide what choice best fits their needs regarding privacy vs. security when selecting either platform


Matomo’s open-source code is freely available for anyone to view, modify, and contribute. This transparency helps ensure that the platform is secure and reliable. While developers can add custom plugins or themes, they must be approved before being publicly available in the Matomo Marketplace. Additionally, changes made by developers are reviewed before being merged into the main branch of code so any potential security issues can be identified quickly. By contrast, GA4’s limited access to source code means only Google employees have full control over how data is collected and stored on their platform – not a desirable situation regarding data privacy!

Google Analytics 4 (GA4) does not give users access to its source code, unlike Matomo. With GA4, the user cannot control how Google collects and processes its data. This lack of access to the source code means that website owners can’t review or modify the platform’s security settings and protocols to ensure data privacy compliance. Furthermore, this limited visibility into GA4 can make it difficult for organizations that need control or transparency over their web analytics platform, as they cannot see what type of user data is being collected or stored on Google servers. As such, companies should carefully consider Matomo and GA4 based on these implications related to privacy and data security before deciding which web analytics platform best suits their needs.

Choosing the right platform for data security is essential, and there are significant differences between Matomo and GA4 that should be considered when making this decision. For example, Matomo’s open-source code gives users full access to its inner workings, meaning data can never become “locked in” or inaccessible due to a lack of support from the developers. On the other hand, GA4’s closed-source architecture means users don’t have much insight into how their data is stored and analyzed – a potential risk for any business considering it as an analytics platform. Furthermore, while both platforms adhere to industry standards regarding privacy regulations like GDPR and CCPA – Google’s vastness leaves plenty of room for potential errors, which could result in hefty fines if not addressed properly. Ultimately, understanding your organization’s specific needs before selecting a platform will help ensure you choose one that provides adequate levels of security without compromising user experience or flexibility.

User Interface

Matomo is well-known for its easy installation and setup process. It can be installed on most servers in just a few minutes, guided by simple step-by-step instructions. Once it’s up and running, users can access all of the features Matomo offers, such as data ownership, privacy protection, user interface customization, data analysis capabilities, and more. No matter what your needs are when it comes to web analytics platforms – whether you’re looking for a budget solution or an advanced set of tools – Matomo has something suitable for everyone. The search term ‘matomo vs ga web analytics platform’ will provide helpful comparison guides to ensure you pick the best option for your website needs.

Google Analytics 4 (GA4) has a modern, intuitive dashboard design that makes it easy to find the most relevant data quickly. For example, GA4 allows users to search by terms and filter results based on specific criteria such as device type and user location. The platform also provides detailed reports so users can gain insights into their web analytics performance compared to other platforms like Matomo. Additionally, GA4 offers comprehensive features for data ownership, privacy control, user interface customization, and advanced analytics capabilities – all of which provide website owners with greater insight into how visitors interact with their websites.

Regarding usability, Matomo, and GA4 offer two distinct user experiences. Matomo is known for its easy installation and setup process that allows users to quickly get up and running without much technical knowledge or experience. In addition, the platform provides an intuitive dashboard design, making navigating the data easier than ever. On the other hand, Google Analytics 4 offers a more advanced interface with deeper analysis capabilities built right into it. For example, GA4 has powerful search term analysis tools for tracking what keywords drive traffic to your site and detailed funnel reporting so you can see where customers drop off in their journey from discovery to purchase conversion on your website. Both platforms also provide helpful documentation so users can learn how best to utilize all of the features available within each platform most relevant to their needs.

Data Analysis Capabilities

Matomo’s Real-Time Analytics Features provide an in-depth view of user behavior and allow website owners to measure their performance. With Matomo, you can monitor visits to your site in real-time, track visitor interaction with webpages and forms, get insights into what search terms are most relevant for Google searches related to your website or product offerings, and identify areas of improvement. Additionally, Matomo provides features such as heat maps that enable you to visualize click activity on a page to optimize it based on user engagement. This data helps inform decisions around design changes or content updates that may boost conversions or improve customer experience. By comparing these analytics against other metrics like conversion rates and average session duration over time, users can gain better insight into how visitors interact with their websites while also gaining valuable intelligence about the effectiveness of marketing efforts. Connecting these insights across channels allows website owners to make informed decisions when optimizing their sites for maximum success—making Matomo a powerful tool for digital marketers looking to stay ahead of the competition. The contrast between this feature set from Matomo compared GA4’s Future-Focused Growth Tools is stark; where one looks backward at existing data patterns from past behaviors to gain insight (Matomo), another looks forward toward predicting future outcomes (GA4).

GA4 offers a range of future-focused growth tools to help website owners better understand their user behavior. One of the most powerful features is its Advanced Analysis tool, which allows users to quickly identify areas that need improvement and prioritize actions for maximum success. The tool provides detailed insights on key metrics such as conversion rates, customer lifetime value (CLV), revenue per visitor (RPV), search term relevance, bounce rate, and more. It also makes it easy to compare data over time to track your progress against goals and make changes when necessary. With this level of insight into user behavior trends, GA4’s Future-Focused Growth Tools can be invaluable in helping businesses reach their goals faster than ever before. Connecting these advanced analytics capabilities with GA4’s other features will give you a comprehensive view of how your digital presence performs across all channels – from organic search traffic to social media engagement – enabling you to optimize campaigns for greater ROI.

Matomo and GA4 offer advanced analytics capabilities to help website owners gain valuable insights into user behavior. Matomo allows users to access real-time analytics, giving them an up-to-date understanding of how visitors engage with their content. This includes information on page views, search terms used to find the site, bounce rate, and goal completion rates. GA4 goes beyond traditional analytics by offering growth tools such as event tracking and audience segmentation, allowing users to track engagement over time and identify meaningful trends in their data. Both platforms also provide detailed reporting features so that website owners can visualize data points from multiple sources in one place for easy comparison and analysis.

Integration and Automation Abilities

Matomo offers an easy way to integrate with other systems, making it an excellent choice for website owners who need to track data from multiple sources. With its API-driven architecture, Matomo can easily be connected to third-party platforms such as Google Ads and Shopify, allowing users to view their most relevant web analytics data in one place. This makes it much easier for website owners to compare search terms across different platforms or analyze user behavior on different pages without having the manually pull reports each time. Additionally, thanks to its open-source nature and large development community, new integrations are always being added, keeping Matomo updated with the latest features.

GA4 offers a range of features designed to help automate and streamline tasks. It can collect data from different sources, process it automatically, and then send the relevant output in real-time or periodically. The platform also allows website owners to create custom audiences based on specific search terms and track changes over time. This helps them make more informed decisions about their marketing strategies and optimize the user experience on their websites. Furthermore, GA4’s automation capabilities can help reduce manual work, such as gathering reports or monitoring performance metrics which would otherwise take up valuable resources for most businesses. Ultimately, these automation abilities allow users to focus on what is most important – analyzing the data they have collected to identify trends that will inform their decision-making process in the future. Comparing both platforms’ integration and automation abilities shows that GA4 is better equipped with tools designed specifically for efficient task management than Matomo.

Matomo has a wide range of integrations with other systems, making tracking and analyzing user behavior easy. It can be integrated with WordPress, Shopify, Magento, and Google Ads. On the other hand, GA4 offers more automation capabilities that allow users to streamline their tasks and save time. With GA4, you can automate reporting functions and data collection from multiple sources without manual input. Additionally, both platforms have APIs that enable developers to access data easily for custom solutions tailored specifically to your business needs.

When comparing Matomo’s integration abilities versus those offered by GA4’s automation features, it is essential to consider the types of analysis needed and what kind of insights are desired from the platform(s). For example, if you want granular control over data tracking or need complex analytics tools, then Matomo may be more appropriate than GA4 due to its extensive array of integrations available out-of-the-box. However, if automated reports or streamlined decision-making processes are desired, then GA4 would provide better results, given its advanced automation capabilities. Ultimately it comes down to understanding your particular goals when deciding which web analytics platform best fits your website’s needs

Cost Considerations

Matomo offers several free options for website owners to use its analytics solution. Its open-source code can be downloaded and installed on your web server or hosted with Matomo, allowing full control over data ownership and privacy. Additionally, users can access standard tracking features such as page views, user searches, and navigation paths that are essential for understanding user behavior. Advanced features, including heat maps, custom reports, and account sharing, are also available at no additional cost when using the self-hosted version. This makes it an ideal choice for small businesses that need basic analytical tools without breaking the bank.

Google Analytics 4 offers premium plans that are cost-prohibitive for many website owners. While GA4 provides a free plan, its features are limited, and the data it collects is not as comprehensive or detailed as Matomo’s free options. The paid plans range from $150-$500/month depending on the volume of data collected, which can be costly, especially compared to Matomo’s completely free solutions. For those considering investing in a web analytics platform, it’s important to compare both platforms’ features and costs so you can make an informed decision based on your budget and needs.

Analyzing the cost savings benefits of each platform is important in deciding which one is right for you. Matomo offers several free plans, including a self-hosted option where users can host their analytics server and keep all data on-site. This ensures complete control over user privacy and data ownership but requires technical expertise. On the other hand, GA4’s pricing structure tends to be more expensive than Matomo’s subscription options, with limited flexibility and customization choices. However, Google Analytics 4 does offer advanced features such as machine learning capabilities that allow deeper insights into website behavior at no extra cost – something not available with Matomo’s free plans. Ultimately it depends on your individual needs – if you have basic requirements or don’t have a large budget, then Matomo might be the most relevant choice while those looking for more sophisticated web analytics should consider investing in GA4’s premium plans instead.

Customization Options

Matomo provides users with various customization options to tailor their web analytics reports and dashboards according to their needs. With the ability to create custom reports, you can easily segment your data by the most relevant search terms for Google Matomo vs. GA Web Analytics Platforms, such as data ownership or user privacy. Additionally, you can also customize your dashboard to display key performance indicators (KPIs) that are important for understanding how well your website is doing in comparison with competitors. Furthermore, Matomo offers powerful data analysis capabilities, allowing users to gain deeper insights into user behavior on their websites and make better decisions based on those findings. As a result of this flexibility, Matomo is often seen as more capable than GA4 when creating custom reports and dashboards tailored toward individual needs.

Regarding customizing your web analytics experience, GA4 offers fewer options than Matomo. With GA4, you’re limited to creating and editing predefined reports and cannot build custom dashboards or create new reporting templates. Though the platform allows users to customize some of their settings to track only the most relevant data for their purposes, they are still restricted by the default options provided by Google. In comparison, Matomo allows businesses and individual website owners much more flexibility when creating customized reports and dashboards tailored specifically for them. From choosing which search terms get tracked on a page or selecting specific visitor metrics best suited for them – there is virtually nothing off-limits when working with Matomo’s user interface. This makes it easier than ever before for individuals who want complete control over how they analyze visitor data on their websites – something not available through GA4’s limitations on customization options

Matomo offers users great flexibility when it comes to customizing their data analysis. With Matomo, you can create custom dashboards and reports tailored to your needs. You can select which metrics you want to be included in each report and adjust the time frame in which they appear. This allows for detailed insights into user behavior, giving website owners a better understanding of how visitors interact with their site over time.

GA4 is more limited regarding personalization options due to its automated nature. While GA4 allows users some customization features such as filters and segmentation rules, most of this functionality is preset by Google’s algorithms rather than customizable by the user. As such, website owners may find that certain aspects of web analytics cannot be monitored or customized in GA4 as much as they would like compared with Matomo’s greater range of customization options available for data analysis purposes.

Limitations of Each Platform

Matomo’s e-commerce tracking can be quite limited when compared to GA4. For example, Matomo doesn’t have built-in support for revenue and goal tracking, essential metrics for any online store. Furthermore, the data collected from e-commerce activities is not as detailed or comprehensive as it is with GA4, making it difficult to get actionable insights. With Matomo, you cannot track multiple currencies in one report or search by product names – both features are available in GA4. This makes Matomo less effective at gathering important insights about user behavior on an e-commerce website than Google Analytics 4 (GA4). While cross-domain tracking issues can be a challenge with both platforms, GA4 has more advanced tools for dealing with them than Matomo.

GA4’s Cross-Domain Tracking feature allows users to combine data from multiple domains, subdomains, and other web properties into a single report. However, there are some limitations when using GA4 for cross-domain tracking. For example, tracking user behavior across different domains is impossible if the website doesn’t use Google Tag Manager or Analytics Code on every domain. Additionally, cookies stored in one domain will not be accessible in another because of browser security settings, so visitor sessions cannot span multiple domains. Therefore users may experience difficulty with gaining accurate insights regarding how visitors interact with their sites when they visit across multiple pages and/or websites hosted on different domains. This could prove challenging for those who want a holistic view of user behavior and a detailed analysis of individual visits and actions taken by each visitor across various sites owned by the same organization or group of companies.

Matomo offers comprehensive e-commerce tracking but has some limitations compared to GA4. It cannot track cross-domain activity as easily, and its reporting interface is less feature-rich. Considering the lack of control over one’s data that comes with GA4 and the potential extra costs for unlocking features, it is crucial to assess which platform best suits individual requirements before committing resources. Both solutions bring advantages or disadvantages depending on needs; an evaluation process can help make a more informed decision.

Case Studies and Real-World Examples

Matomo is a popular open-source web analytics platform that allows website owners to track and analyze user behavior on their sites. It offers data ownership, enhanced privacy, an intuitive user interface, granular data analysis capabilities, and more. Many brands use Matomo to gain valuable insights into how visitors interact with their websites. For example, they can see which pages are most visited or which search terms are the most relevant for Google searches. Additionally, Matomo provides detailed reports on various aspects of site performance—from page load times to bounce rates—which helps marketers optimize their strategies accordingly. By using Matomo’s comprehensive suite of tools and features, businesses can better understand who their users are and what drives them online so that they can create better experiences for them in the future.

Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform and offers advanced tracking capabilities such as enhanced data collection, more precise user segmentation, and integration with other Google products. Companies can use GA4 to track website performance in real-time, track conversions from various sources, measure user engagement on mobile devices or apps, and obtain insights into customer journeys across multiple digital channels and platforms. Businesses can also create custom dashboards tailored to their specific needs so they have an accurate picture of how users interact with their websites. Additionally, GA4 allows marketers to set up audiences based on search terms relevant to their websites which can then be used for marketing campaigns targeting customers most likely interested in a brand’s product or service. Furthermore, using machine learning technology built-in within GA4 makes it easier than ever for businesses to gain valuable insights about customer behavior without having access or ownership of any personal data regarding visitors browsing activity on the site.

Different companies have different needs for web analytics, so it is important to consider the implementation scenarios of each platform before deciding which one is best for you. With Matomo, users can easily customize their tracking setup according to their specific requirements and control which data is tracked and stored and who has access to that information. Additionally, Matomo offers a variety of plugins that extend its functionality, such as search term analysis or visitor segmentation. On the other hand, GA4 provides an out-of-the-box solution with features like machine learning-powered insights into user behavior and customizable dashboards tailored toward what’s essential for your business. Regarding privacy, both platforms allow users to anonymize IP addresses to ensure GDPR compliance while keeping sensitive data secure. Ultimately it comes down to understanding your own needs when choosing between these two popular solutions – whether you need more customization options or prefer a streamlined approach will depend on your particular website analytics requirements

Conclusion: Choosing the Right Web Analytics Platform

In this article, we’ve explored the differences between Matomo and GA4 to help website owners decide which web analytics platform is right for them. From data ownership and privacy to user interface, data analysis capabilities, integration, and automation abilities, cost considerations, and customization options – each platform has its own set of advantages that should be considered when making a choice. Both offer advanced tracking tools with greater insights into user behavior, but depending on your needs, one may be more suitable than the other. By assessing their needs carefully, a business can determine which solution best suits their requirements for enhanced performance and ROI optimization.

About the author

SEO Strategist with 16 years of experience