Matomo vs Open Web Analytics 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

Privacy-first GDPR compliant CCPA compliant App analytics Funnels Audience insights Session recordings A/B testing Cohort analysis Cross-device tracking

Important considerations: On-Premise is free at the core but advanced plugins, support, hosting, maintenance, and infrastructure can add cost.

Choose Open Web Analytics if

Tech-savvy users who want a free, self-hosted analytics solution

Capabilities only listed for Open Web Analytics

No unique capabilities in the current taxonomy.

Important considerations: Community-maintained software requires self-hosting and technical upkeep; official product documentation and release communication are less active than major alternatives.

Shared capabilities

Self-hosted Open source Real-time data E-commerce tracking Event tracking Behavior analytics Revenue tracking User segments Heatmaps Goals Data ownership Data export Integrations Custom reports Retention analytics

Attribute	Matomo	Open Web Analytics
Overview	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.	A GPL-licensed, self-hosted web analytics framework with pageview and event tracking, conversion goals, funnels, segmentation, click heatmaps, visitor paths, and WordPress support.
Pricing	Self-hosted open source; Matomo Cloud pricing is traffic-based via its public calculator, with enterprise support and add-ons priced separately	Free, open source
Deployment	Self-hosted and hosted options	Self-hosted
Best for	Businesses and organizations that want full data ownership and privacy compliance	Tech-savvy users who want a free, self-hosted analytics solution
Operator	InnoCraft Limited Independent private company	Open Web Analytics project Independent project
Company base	Auckland, New Zealand · Other region	Distributed organization
Organization scale	No comparable official organization-size figure was publicly disclosed.	No comparable official organization-size figure was publicly disclosed.
Recent direction	AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis.	operational reliability Recent official evidence shows a focus on operational reliability.
Key features	Self-hosted Session recordings Heatmaps A/B testing Open source GDPR compliant E-commerce tracking Data export	Self-hosted GPL software Pageview and event tracking Conversion goals and funnels Visitor segmentation Click heatmaps Visitor paths Ecommerce tracking WordPress integration
Important considerations	On-Premise is free at the core but advanced plugins, support, hosting, maintenance, and infrastructure can add cost.	Community-maintained software requires self-hosting and technical upkeep; official product documentation and release communication are less active than major alternatives.
Integrations	WordPress, Magento, Google Tag Manager	WordPress
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	Matomo	Open Web Analytics
A/B testing	Listed	Not listed
App analytics	Listed	Not listed
Audience insights	Listed	Not listed
Behavior analytics	Listed	Listed
CCPA compliant	Listed	Not listed
Cohort analysis	Listed	Not listed
Cross-device tracking	Listed	Not listed
Custom reports	Listed	Listed
Data export	Listed	Listed
Data ownership	Listed	Listed
E-commerce tracking	Listed	Listed
Event tracking	Listed	Listed
Funnels	Listed	Not listed
GDPR compliant	Listed	Not listed
Goals	Listed	Listed
Heatmaps	Listed	Listed
Integrations	Listed	Listed
Open source	Listed	Listed
Privacy-first	Listed	Not listed
Real-time data	Listed	Listed
Retention analytics	Listed	Listed
Revenue tracking	Listed	Listed
Self-hosted	Listed	Listed
Session recordings	Listed	Not listed
User segments	Listed	Listed

Full details: Matomo Full details: Open Web Analytics