Estimated reading time: 14 minutes

Choosing the right analytics platform is one of the most important decisions for your data strategy. Both Matomo and Google Analytics are powerful tools, but they serve different needs and come with different trade-offs. This guide provides a comprehensive comparison to help you make an informed decision.

We'll examine data ownership, privacy compliance, feature sets, costs, and the scenarios where each platform excels.

Data Ownership: The Fundamental Difference

The most significant difference between Matomo and Google Analytics is who owns and controls your data.

Google Analytics

With Google Analytics, your data is stored on Google's servers. This means:

  • Google processes your data: They use it to improve their advertising products and may share aggregated insights. Google may also use analytics data to train AI models like Gemini.
  • Data residency: While GA4 processes EU traffic on EU-based servers before forwarding, data is ultimately stored in Google's global infrastructure, which may include servers outside your jurisdiction.
  • Data access: You access your data through Google's interface; raw data export requires BigQuery integration (free tier available, but with limits).
  • Data retention: Standard GA4 properties retain user-level and event-level data for up to 14 months maximum. GA4 360 allows up to 50 months. Standard aggregated reports are stored indefinitely.
  • Terms of service: Google can change how they handle your data with updated terms.

Matomo

With Matomo (self-hosted or Matomo Cloud), you maintain full ownership:

  • 100% data ownership: You own all collected data with no third-party access.
  • Choose your storage: Self-host on your infrastructure or use Matomo Cloud with EU data residency (servers in Frankfurt, Germany).
  • Full data access: Complete access to raw data, including database-level queries for On-Premise installations.
  • Flexible retention: Matomo Cloud Business plans offer 24 months raw data retention with unlimited report retention. On-Premise allows unlimited retention.
  • No data sampling: Access 100% of your data, not sampled subsets.

GDPR and Privacy Compliance

Privacy regulations like GDPR, CCPA, and others have made compliance a critical factor in analytics selection.

Google Analytics: Compliance Challenges

Google Analytics has faced significant legal challenges in Europe:

  • Schrems II ruling impact: Following the 2020 Schrems II ruling that invalidated the Privacy Shield, multiple EU Data Protection Authorities declared GA non-compliant.
  • DPA rulings: Data protection authorities in Austria (2022), France (2022), Italy (2022), Denmark (2022), Norway (January 2025), and Sweden have issued rulings against Google Analytics for GDPR violations related to data transfers.
  • EU-US Data Privacy Framework (2023): The new framework adopted in July 2023 provides a legal basis for EU-US data transfers. Google LLC is certified under this framework. However, privacy advocates question whether it will survive legal challenges similar to its predecessors.
  • Cookie consent required: GA4 always requires explicit user consent under GDPR for tracking. Google Consent Mode v2 became mandatory for sites serving EEA traffic in March 2024.
  • Compliance responsibility: Even with the new framework, website owners remain responsible for ensuring GDPR-compliant data collection, consent mechanisms, and privacy notices.

Matomo's Privacy Advantages

Matomo was designed with privacy as a core principle:

  • GDPR compliant by design: Built to meet European privacy requirements with a dedicated GDPR Manager feature.
  • Cookie-less tracking option: Track visitors without cookies, potentially exempting you from consent requirements when properly configured.
  • Data stays in your jurisdiction: Self-host anywhere or use Matomo Cloud's EU servers in Germany.
  • No data sharing: Your data is never shared with third parties or used for advertising purposes.
  • CNIL approval: The French Data Protection Authority (CNIL) has explicitly approved Matomo as one of the select few web analytics tools that can be used without tracking consent when properly configured.
  • Additional compliance: Matomo also supports compliance with HIPAA, CCPA, LGPD, and PECR.

Feature Comparison

Both platforms offer comprehensive analytics capabilities, but with different strengths.

Core Analytics Features

Feature Google Analytics 4 Matomo
Page views & sessions Yes Yes
Event tracking Yes (event-based model) Yes
Goal/conversion tracking Yes Yes
E-commerce tracking Yes Yes
Custom dimensions 50 event-scoped, 25 user-scoped (free); 125/100 (360) 30 (Cloud Business); 100 (On-Premise); unlimited with Enterprise
Funnels Yes Yes (premium feature)
Cohort analysis Yes Yes (premium feature)
Real-time reporting Yes Yes
Tag Manager Google Tag Manager (free) Built-in Tag Manager (free)

Where Google Analytics Excels

  • Machine learning insights: Automated anomaly detection, predictive metrics, and AI-powered insights.
  • Google ecosystem integration: Seamless connection with Google Ads, Search Console, BigQuery, and other Google Marketing Platform tools.
  • Attribution modeling: Advanced data-driven attribution (requires sufficient data volume).
  • Audience building: Create audiences for Google Ads remarketing campaigns.
  • Free tier capabilities: Robust free version suitable for most small to medium businesses.
  • BigQuery integration: Native export to BigQuery for advanced analysis (available in both free and 360 versions).

Where Matomo Excels

  • Session recordings: Built-in visitor session replay (premium feature).
  • Heatmaps: Visual click and scroll heatmaps (premium feature).
  • Form analytics: Detailed form interaction tracking (premium feature).
  • A/B testing: Native experiment framework (premium feature).
  • Roll-up reporting: Aggregate data across multiple sites.
  • Custom reports: Highly flexible report builder.
  • No data sampling: Always access 100% of your data—GA4 samples data in explorations when volumes are high.
  • Transitions reports: Detailed page-to-page flow analysis.
  • Media analytics: Track video and audio engagement.
  • Privacy controls: Granular privacy settings and GDPR Manager built-in.

Cost Comparison

Understanding the true cost of each platform requires looking beyond the sticker price.

Google Analytics

  • GA4 Free: No direct cost with generous limits for most businesses. Includes BigQuery export (up to 1 million events/day).
  • GA4 360: Enterprise version starting at approximately $50,000/year for up to 25 million events per month. Usage-based pricing means costs increase with data volume, though bulk discounts apply.
  • Additional costs: BigQuery storage and query charges for heavy users, implementation complexity, Consent Management Platform costs, potential compliance review costs.

Matomo

  • Matomo On-Premise: Free and open source (self-hosted). Premium plugins sold separately (€33-€549/year each).
  • Matomo Cloud Business: Starting at €29/month for 50,000 hits, scaling with traffic volume. Includes most premium features.
  • Matomo Cloud Enterprise: Custom pricing for high-volume sites with dedicated support and custom allowances.
  • Self-hosting costs: Server infrastructure, maintenance, security updates, and DevOps time for On-Premise installations.

Total Cost of Ownership

When calculating TCO, consider:

  • Implementation time: GA4's event-based model has a significant learning curve; Matomo's interface is often considered more intuitive for users familiar with traditional analytics.
  • Compliance costs: Legal review, consent management platform, privacy policy updates, potential fines for non-compliance (up to €20 million or 4% of global turnover under GDPR).
  • Data export costs: Both platforms offer BigQuery/data warehouse integration, but costs vary by usage.
  • Vendor lock-in: Migrating away from GA can be difficult; Matomo data is fully portable and you can switch between Cloud and On-Premise.
  • Feature costs: GA4 free includes most features; Matomo's advanced features like heatmaps, session recordings, and A/B testing are paid add-ons on Cloud or require separate plugin purchases for On-Premise.

When to Choose Google Analytics

Google Analytics may be the better choice when:

  1. Heavy Google Ads investment: You rely heavily on Google Ads and need seamless attribution, audience building, and conversion import.
  2. Budget constraints with basic needs: You need free analytics with robust features and can implement proper consent mechanisms for GDPR compliance.
  3. Machine learning requirements: You want automated insights, predictive analytics, and AI-powered recommendations.
  4. Enterprise scale with 360: You have the budget for GA4 360 and need Google's infrastructure, SLAs, and higher data limits.
  5. Google Marketing Platform integration: You use Search Ads 360, Display & Video 360, or other Google Marketing Platform tools.
  6. Acceptable compliance posture: You've implemented proper consent mechanisms, privacy notices, and are comfortable with the current EU-US Data Privacy Framework status.

When to Choose Matomo

Matomo is the better choice when:

  1. GDPR compliance is critical: You operate in the EU or serve EU customers and want guaranteed compliance without relying on potentially unstable international data transfer frameworks.
  2. Data ownership matters: You need full control over your analytics data with no third-party access or usage.
  3. You want no data sampling: Data accuracy is crucial and you cannot accept sampled reports for high-traffic analysis.
  4. Privacy-first positioning: Your brand values include user privacy, or you want to eliminate cookie consent banners for analytics.
  5. All-in-one platform: You want heatmaps, session recordings, form analytics, and A/B testing integrated with your analytics.
  6. Regulated industries: Public sector, healthcare (HIPAA), financial services, or other industries with strict compliance requirements prohibiting third-party data sharing.
  7. Long-term data retention: You need to keep historical raw data beyond GA4's 14-month limit without additional BigQuery costs.
  8. Self-hosting requirements: You need to host analytics on your own infrastructure for security, compliance, or air-gapped environments.

Migration Considerations

If you're considering switching from Google Analytics to Matomo:

What Can Be Migrated

  • Historical data: Matomo provides a Google Analytics data importer for historical data from both Universal Analytics and GA4.
  • Goals and conversions: Can be recreated in Matomo with similar configuration.
  • Custom dimensions: Usually straightforward to replicate.
  • Campaign tracking: UTM parameters work identically in both platforms.

What Cannot Be Migrated

  • Google Ads integration: You'll need alternative attribution solutions or use Matomo's Multi-Channel Conversion Attribution and Advertising Conversion Export features.
  • Audiences: Remarketing audiences don't transfer directly.
  • Custom reports and explorations: Need to be rebuilt in Matomo's interface.
  • Machine learning insights: GA4's predictive metrics and automated insights are not available.

Migration Strategy

  1. Run both platforms in parallel for 2-3 months to validate data consistency.
  2. Use Matomo's Google Analytics importer to bring in historical data.
  3. Recreate essential reports, goals, and dashboards in Matomo.
  4. Train your team on Matomo's interface and features.
  5. Update your privacy policy to reflect the new analytics solution.
  6. Gradually phase out Google Analytics once confidence is established.

The Current Legal Landscape (2025)

The regulatory environment continues to evolve:

  • EU-US Data Privacy Framework: Adopted in July 2023, this framework currently allows data transfers to certified US companies like Google. However, privacy advocates (including NOYB led by Max Schrems) have indicated they will challenge it, similar to previous frameworks.
  • Ongoing enforcement: By mid-2025, six national DPA enforcement cases against GA4 have been published, with Norway's Datatilsynet issuing a final decision in January 2025. Even with the new framework, DPAs continue monitoring compliance.
  • Website owner responsibility: Regardless of the framework's status, website owners remain responsible for proper consent collection, privacy notices, and data minimization practices.
  • Consent Mode v2: Google's Consent Mode v2 became mandatory for EEA traffic in March 2024, adding complexity to compliant GA4 implementations.

Making Your Decision

The choice between Matomo and Google Analytics ultimately comes down to your priorities:

  • Choose privacy and ownership: Matomo
  • Choose Google ecosystem integration: Google Analytics
  • Choose compliance certainty: Matomo
  • Choose zero cost: GA4 free (with proper compliance setup) or Matomo On-Premise (with self-hosting costs)
  • Choose simplicity: Depends on your technical resources and familiarity with each platform
  • Choose AI-powered insights: Google Analytics
  • Choose behavioral analytics (heatmaps, recordings): Matomo

For many organizations, especially those operating in the EU, handling sensitive data, or prioritizing user privacy, Matomo has become an increasingly attractive choice. The combination of full data ownership, guaranteed compliance, CNIL approval for consent-free tracking, and comprehensive features makes it a compelling alternative to Google Analytics.

For organizations deeply embedded in the Google advertising ecosystem with proper compliance measures in place, Google Analytics 4 remains a powerful and cost-effective choice, particularly with its advanced machine learning capabilities and seamless integration with Google's marketing tools.

Whatever you choose, ensure your analytics strategy aligns with your privacy commitments and business requirements. The best analytics platform is the one that gives you accurate, actionable data while respecting your users' privacy and keeping you compliant with applicable regulations.