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Matomo VS Google Analytics VS Independent Analytics

Can’t decide between Matomo and Google Analytics?

Both products bring a lot to the table, and given the huge volume of features, it’d be easy to get bogged down in the comparison.

In this article, we’re going to simplify things greatly by focusing on the most important distinctions between these apps.

Plus, we have a bonus recommendation for any WordPress users reading 😉

Now let’s get onto the comparison.

Matomo VS Google Analytics

Matomo logo

Matomo and Google Analytics are both robust platforms, so comparing them is no easy task. However, there are some stark contrasts between these tools.

When comparing functionality, they stack up pretty evenly, but there are other differences that might make Matomo the winner in your eyes.

Why use Matomo?

Matomo website

There are a few distinct advantages to using Matomo. It has some unique features, but perhaps more important are the things it doesn’t do.

GDPR & CCPA compliance

Unlike Google Analytics, Matomo makes it possible to achieve compliance with GDPR and CCPA laws. It does this by tracking visitors without the use of cookies or storing personally identifiable information.

In regards to privacy, Google Analytics is outright banned in many EU countries because the collected data is reused for undisclosed purposes in other Google apps. With Matomo, this isn’t a concern.

If GDPR compliance isn’t necessary for your business, you still have the option to enable cookies for more accurate tracking.

Self-hosted option

Another reason to choose Matomo is that they offer a self-hosted version. This means you can download the Matomo platform and install it on your own server.

The main advantage of this is that your data never leaves your server. The data is created and stored entirely on your server without any external communication, offering the highest level of data privacy and protection.

Video analytics

Matomo includes a handy report for your media items, including both audio and video. In these reports, you can see the number of impressions, plays, play rate, and average time spent watching each video.

Matomo media analytics

While video analytics are interesting for some sites, it could be a massive advantage for a membership site or other video-based platform.

Session recordings

One more reason you might want to choose Matomo is for the session recordings. These are videos that record what visitors are doing on your site, and they’re incredibly useful.

Metrics are great, but nothing compares to a screen recording showing someone using your site. Oftentimes, you can quickly identify usage patterns and find aspects of the site that are tough to navigate.

Why you shouldn’t use Matomo

While Matomo brings a lot to the table, especially on the free plan, there are some downsides to choosing it as your analytics platform.

Requires technical knowledge

Installing Matomo on your own server requires extensive technical knowledge, so you will need a developer on your team to set it up and maintain it over time.

This is made easier for WordPress websites, thanks to the Matomo plugin.

Can get expensive

If you use the cloud version, pricing starts at $23/month for 50,000 hits. It’s important to note that a single pageview could include multiple hits.

Matomo pricing
Matomo can get expensive if you need the more advanced features

If you use the official WordPress plugin, then it’s free to use unless you want more advanced functionality. For example, you will need to pay $199/year for Funnels and $189/year for the Media Analytics discussed earlier.

Complex UI

While Matomo offers a ton of functionality, the caveat is that the UI is quite complicated. If you’re looking to leave Google Analytics to escape the complex menus, you’re unlikely to find relief with Matomo.

Matomo VS Independent Analytics

Now that you know the pros and cons of choosing Matomo over Google Analytics, here’s one more tool to consider before you make a final decision.

If you’re running your site(s) on WordPress, you may prefer our plugin, Independent Analytics.

Independent Analytics plugin page

Independent Analytics has a few distinct advantages over both Matomo and Google Analytics.

Privacy without complexity

Like Matomo, Independent Analytics tracks your visitors without using cookies or storing personally identifiable information.

As a WordPress plugin, Independent Analytics doesn’t include any cloud option at all. It’s installed on your site and runs entirely there. This means no communication with outside servers and no complicated installation process.

Analytics in WordPress

Another benefit of using Independent Analytics is that the dashboard shows up right inside your site:

Independent Analytics dashboard in WordPress admin

This makes it easy to access your data and share the dashboard with other users on your site.

Native WP integrations

Since Independent Analytics runs inside WordPress, it has unique access to data on your site. For instance, it can provide information in its reports about your posts’ categories or the authors that wrote them.

WordPress analytics

This also enables the WooCommerce integration to run smoothly and accurately because it hooks into the checkout process via PHP instead of watching on the front end with JS.

More affordable

Independent Analytics is much more affordable than Matomo, offering all features in one Pro plugin rather than charging hundreds per year for individual features.

We also have a deep discount running now on the pricing page for all early adopters.

Which analytics tool is best for you?

Not sure which tool to go with? We can help make your choice easy.

If you run a WordPress site and want an affordable and easy-to-use solution, try Independent Analytics:

Get started with Independent Analytics

Learn more Click to download

It’s the simplest of the three solutions and only takes seconds to install and test on your site.

If you need more functionality and don’t mind the added cost, Matomo may be a better choice for your site. It has unique features like heatmaps and session recordings that set it apart.

Lastly, you might be satisfied with Google Analytics as long as data privacy isn’t a major concern and you have a team member versed in creating reports.

We hope you’re confident in your choice after reviewing this comparison of Matomo VS Google Analytics and Independent Analytics. If you have any questions, feel free to post them below.

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