Matomo vs SimilarWeb comparison

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.

Which platform fits your needs?

Choose Matomo if

Businesses and organizations that want full data ownership and privacy compliance

Capabilities listed only for Matomo in this selection

Privacy-first Self-hosted Open source 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 A/B testing Goals Data ownership Data export Integrations Custom reports Retention analytics Cohort analysis Cross-device tracking Cookieless

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.

Choose SimilarWeb if

Marketers, businesses, and agencies needing competitive and market insights

Capabilities listed only for SimilarWeb in this selection

Web analytics Market intelligence Competitive analysis SEO research

Important considerations: Similarweb estimates external market and competitor traffic rather than replacing first-party site instrumentation; depth, countries, history, and APIs vary by package.

Shared capabilities

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Attribute	Matomo	SimilarWeb
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 digital intelligence and competitive research platform that helps teams benchmark traffic, analyze channels, study search visibility, and monitor AI-driven discovery trends.
Pricing	Self-hosted open source; Matomo Cloud pricing is traffic-based via its public calculator, with enterprise support and add-ons priced separately	Free public data is limited; self-service packages are available for individuals and small teams, while premium Web Intelligence and business packages use custom pricing
Deployment	Self-hosted and hosted options	Vendor-hosted cloud
Best for	Businesses and organizations that want full data ownership and privacy compliance	Marketers, businesses, and agencies needing competitive and market insights
Operator	InnoCraft Limited Independent private company	Similarweb Ltd. Independent public company
Company base	Auckland, New Zealand · Other region	Givatayim, Israel · Other region
Organization scale	No comparable official organization-size figure was publicly disclosed.	1,000 employees · operator, as of 31 Dec 2025
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	Self-hosted Session recordings Heatmaps A/B testing Open source GDPR compliant E-commerce tracking Data export	Estimated website traffic Audience and geography analysis Channel and referral analysis Keyword and SERP research Competitive benchmarking AI search visibility Historical market data APIs and data feeds
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.	Similarweb estimates external market and competitor traffic rather than replacing first-party site instrumentation; depth, countries, history, and APIs vary by package.
Integrations	WordPress, Magento, Google Tag Manager	API
Fact check	We checked this information against official vendor sources on 2026-09-30.	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.

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Attribute	Matomo	SimilarWeb
A/B testing	Listed	Not listed
App analytics	Listed	Not listed
Audience insights	Listed	Not listed
Behavior analytics	Listed	Not listed
CCPA compliant	Listed	Not listed
Cohort analysis	Listed	Not listed
Competitive analysis	Not listed	Listed
Cookieless	Listed	Not listed
Cross-device tracking	Listed	Not listed
Custom reports	Listed	Not listed
Data export	Listed	Not listed
Data ownership	Listed	Not listed
E-commerce tracking	Listed	Not listed
Event tracking	Listed	Not listed
Funnels	Listed	Not listed
GDPR compliant	Listed	Not listed
Goals	Listed	Not listed
Heatmaps	Listed	Not listed
Integrations	Listed	Not listed
Market intelligence	Not listed	Listed
Open source	Listed	Not listed
Privacy-first	Listed	Not listed
Real-time data	Listed	Not listed
Retention analytics	Listed	Not listed
Revenue tracking	Listed	Not listed
Self-hosted	Listed	Not listed
SEO research	Not listed	Listed
Session recordings	Listed	Not listed
User segments	Listed	Not listed
Web analytics	Not listed	Listed

Full details: Matomo Full details: SimilarWeb