Matomo is an open-source web analytics platform, formerly known as Piwik. It allows website and app owners to track user behavior and gather detailed data on visitors, similar to Google Analytics, but with a focus on privacy and data ownership. Unlike Google Analytics, which stores data on Google’s servers, Matomo can be self-hosted, giving organizations full control over their analytics data.
Data Ownership and Privacy: Users own their data, and it complies with privacy regulations like GDPR. Matomo doesn’t share your data with third parties.
Self-hosted or Cloud-hosted: You can choose to host Matomo on your own server or use their cloud-hosted solution.
Rich Analytics Features: Tracks visits, actions, conversions, and even allows for heatmaps, session recordings, and A/B testing.
Customizable: Highly flexible, with the ability to add plugins to extend functionality.
Ecommerce and Goal Tracking: Supports detailed ecommerce tracking and conversion goals.
Privacy Features: Offers features like anonymizing IP addresses, respecting Do Not Track settings, and providing opt-out options.