Choose FullStory if
Mid-to-large product teams and UX researchers
Capabilities only listed for FullStory
Important considerations: Free excludes advanced dashboards, StoryAI, mobile capture, and configurable privacy; paid pricing is quote-based.
FullStory vs Matomo comparison
Compare pricing, deployment, product fit, integrations, and capabilities side by side.
Which platform fits your needs?
Choose Matomo if
Businesses and organizations that want full data ownership and privacy compliance
Capabilities only listed for Matomo
Important considerations: On-Premise is free at the core but advanced plugins, support, hosting, maintenance, and infrastructure can add cost.
Shared capabilities
GDPR compliant
CCPA compliant
Real-time data
E-commerce tracking
App analytics
Event tracking
Behavior analytics
Funnels
Revenue tracking
Audience insights
User segments
Session recordings
Heatmaps
Goals
Data export
Integrations
Custom reports
Retention analytics
Cohort analysis
Cross-device tracking
| Attribute | FullStory | Matomo |
|---|---|---|
| Overview | A digital experience analytics platform combining session replay, heatmaps, funnels, event analytics, and AI insights for both web and mobile. | A privacy-focused analytics suite available in self-hosted and cloud editions, designed for organizations that need full data ownership, governance controls, and extensible analytics across websites and apps. |
| Pricing | Fullstory Free includes 30,000 monthly sessions and 12 months of analytics retention; Business, Advanced, and Enterprise pricing is quote-based | Self-hosted open source; Matomo Cloud pricing is traffic-based via its public calculator, with enterprise support and add-ons priced separately |
| Deployment | Vendor-hosted cloud | Self-hosted and hosted options |
| Best for | Mid-to-large product teams and UX researchers | Businesses and organizations that want full data ownership and privacy compliance |
| Operator | Fullstory, Inc. Independent private company | InnoCraft Limited Independent private company |
| Company base | Atlanta, United States · United States | Auckland, New Zealand · Other region |
| Organization scale | at least 200 employees · operator, as of 5 May 2020 | No comparable official organization-size figure was publicly disclosed. |
| Recent direction | AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis. | AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis. |
| Key features |
|
|
| Important considerations | Free excludes advanced dashboards, StoryAI, mobile capture, and configurable privacy; paid pricing is quote-based. | On-Premise is free at the core but advanced plugins, support, hosting, maintenance, and infrastructure can add cost. |
| Integrations | Segment, Salesforce, CRMs, Dev tools | WordPress, Magento, Google Tag Manager |
| Fact check | We checked this information against official vendor sources on 2026-08-08. | We checked this information against official vendor sources on 2026-08-08. |
Capability matrix
This matrix shows capabilities recorded in our catalog. Not listed means we have not confirmed the capability here. Check the linked vendor sources for plan, deployment, and usage limits.
| Attribute | FullStory | Matomo |
|---|---|---|
| A/B testing | Not listed | Listed |
| AI insights | Listed | Not listed |
| App analytics | Listed | Listed |
| Audience insights | Listed | Listed |
| Behavior analytics | Listed | Listed |
| CCPA compliant | Listed | Listed |
| Cohort analysis | Listed | Listed |
| Cross-device tracking | Listed | Listed |
| Custom reports | Listed | Listed |
| Data export | Listed | Listed |
| Data ownership | Not listed | Listed |
| E-commerce tracking | Listed | Listed |
| Error tracking | Listed | Not listed |
| Event tracking | Listed | Listed |
| Free plan | Listed | Not listed |
| Funnels | Listed | Listed |
| GDPR compliant | Listed | Listed |
| Goals | Listed | Listed |
| Heatmaps | Listed | Listed |
| Integrations | Listed | Listed |
| Open source | Not listed | Listed |
| Privacy-first | Not listed | Listed |
| Real-time data | Listed | Listed |
| Retention analytics | Listed | Listed |
| Revenue tracking | Listed | Listed |
| Self-hosted | Not listed | Listed |
| Session recordings | Listed | Listed |
| User segments | Listed | Listed |