Compare pricing, deployment, product fit, integrations, and capabilities side by side.
Catalog capabilities may require a paid plan, add-on or hosted edition. “Not listed” means unverified here, not unavailable. Confirm the exact edition, usage limits and privacy settings.
Starting prices use different billing periods and usage units. Compare the same traffic, events, retention and seats.
Choose FullStory ifMid-to-large product teams and UX researchers
Important considerations: Free excludes advanced dashboards, StoryAI, mobile capture, and configurable privacy; paid pricing is quote-based.
Choose Matomo ifBusinesses and organizations that want full data ownership and privacy compliance
Important considerations: The On-Premise core is free; premium plugins and operations add cost. Cookieless tracking requires explicit configuration and reduces returning-visitor accuracy. Disabling analytics cookies does not by itself settle consent or other privacy requirements.
Swipe or use arrow keys to view all columns.
| 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. | The On-Premise core is free; premium plugins and operations add cost. Cookieless tracking requires explicit configuration and reduces returning-visitor accuracy. Disabling analytics cookies does not by itself settle consent or other privacy requirements. |
| 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 2026-09-30. |
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.
Swipe or use arrow keys to view all columns.
| 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 |
| Cookieless | Not 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 |