analyticsdir
Privacy-first Self-hosted Cookieless Session recordings Error tracking Free plan
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Privacy-first Self-hosted Open source Cookieless GDPR compliant CCPA compliant Free plan Real-time data E-commerce tracking App analytics Event tracking Behavior analytics Funnels Revenue tracking Error tracking Audience insights User segments Session recordings Heatmaps User feedback Surveys Polls Personalization A/B testing Goals Data ownership Data export Integrations Custom reports AI insights Retention analytics Cohort analysis Ad-blocker resistant Enterprise Market intelligence Competitive analysis Cross-device tracking Web analytics SEO research

Matomo vs SimilarWeb 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 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

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

Choose SimilarWeb if

Marketers, businesses, and agencies needing competitive and market insights

Capabilities only listed for SimilarWeb

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

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 separatelyFree 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 optionsVendor-hosted cloud
Best for Businesses and organizations that want full data ownership and privacy complianceMarketers, 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 regionGivatayim, 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 On-Premise is free at the core but advanced plugins, support, hosting, maintenance, and infrastructure can add cost.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 ManagerAPI
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.

AttributeMatomoSimilarWeb
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
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