Compare pricing, deployment, product fit, integrations, and capabilities side by side.
All website owners, from small businesses to enterprises
Important considerations: GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits.
Businesses and organizations that want full data ownership and privacy compliance
Important considerations: On-Premise is free at the core but advanced plugins, support, hosting, maintenance, and infrastructure can add cost.
| Attribute | Google Analytics (GA4) | Matomo |
|---|---|---|
| Overview | Google's mainstream analytics platform for web and app measurement, built around GA4 events, attribution, advertising integrations, and BigQuery-connected reporting for larger deployments. | 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 | GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales | 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 | All website owners, from small businesses to enterprises | Businesses and organizations that want full data ownership and privacy compliance |
| Operator | Google LLC Subsidiary of Alphabet Inc. | InnoCraft Limited Independent private company |
| Company base | Mountain View, United States · United States | Auckland, New Zealand · Other region |
| Organization scale | 190,820 employees · parent company, as of 31 Dec 2025 | No comparable official organization-size figure was publicly disclosed. |
| Recent direction | marketing attribution Recent official evidence shows a focus on marketing attribution. | AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis. |
| Key features |
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| Important considerations | GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits. | On-Premise is free at the core but advanced plugins, support, hosting, maintenance, and infrastructure can add cost. |
| Integrations | Google Ads, BigQuery, Shopify | 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. |
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 | Google Analytics (GA4) | 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 | Not 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 |
| Enterprise | Listed | Not listed |
| Event tracking | Listed | Listed |
| Free plan | Listed | Not listed |
| Funnels | Listed | Listed |
| GDPR compliant | Not listed | Listed |
| Goals | Listed | Listed |
| Heatmaps | Not 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 | Not listed | Listed |
| User segments | Listed | Listed |