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Google Analytics 4 vs Matomo

Not sure which of these tools fits your work? Compare Google Analytics 4 and Matomo to see what you can do with each, what you'll pay and what to check before you choose.

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Check if these tools match how you work. Confirm the plans, limits and renewal prices with each provider before you choose.

Compare features and pricing for Google Analytics 4, Matomo
What matters to youGoogle Analytics 4Matomo
Best suited to
  • Marketers
  • Product teams
  • Growth analysts
  • Ecommerce brands
  • Enterprises
  • Enterprises
  • Governments
  • Universities
  • Privacy-focused organizations
  • High-traffic websites
Starting priceFrom $0.00 / free plan availableFrom $0.00 / free plan available
CategoryMarketing SoftwareMarketing Software
Ratings shown4.5 / 5 (2,500 reviews shown)4.5 / 5 (3,400 reviews shown)
Features to compare
  • Event-based tracking
  • Enhanced Measurement
  • Funnel exploration
  • Path analysis
  • Predictive audiences
  • Cross-platform analytics
  • Google Signals
  • BigQuery exports
  • Google Ads integration
  • Looker Studio integration
  • AI-powered metrics
  • Conversion tracking
  • Audience segmentation
  • Attribution modeling
  • API access
  • Privacy-first analytics
  • Self-hosted deployment
  • Cloud analytics
  • Heatmaps
  • Session recordings
  • Ecommerce analytics
  • Goal tracking
  • Event tracking
  • Funnel analysis
  • Attribution reporting
  • A/B testing
  • Visitor logs
  • Unsampled reporting
  • Cookieless tracking
  • GDPR compliance tools
Strengths
  • Powerful free analytics platform
  • Strong Google ecosystem integrations
  • Predictive AI insights and audiences
  • Flexible event-based tracking model
  • Free BigQuery export expands advanced analytics access
  • Excellent privacy and data ownership capabilities
  • Self-hosting provides full control over analytics infrastructure
  • Unsampled reporting improves high-volume analysis accuracy
  • Strong plugin ecosystem for advanced analytics workflows
  • Flexible deployment options for regulated industries
Considerations
  • Steep learning curve compared to legacy analytics tools
  • Migration from Universal Analytics frustrated many teams
  • Sampling and data retention limits in free tier
  • Enterprise GA4 360 pricing can become expensive
  • Self-hosting requires technical expertise and maintenance
  • Some advanced features require premium plugins
  • Interface feels less modern than some competitors
  • Hit-based cloud pricing becomes expensive at scale

Before you decide

  1. Which tool fits the way you work?
  2. What will it cost you now and when you renew?
  3. Can you try it on a real task before you choose?

Questions you may have when comparing Google Analytics 4 and Matomo

What's different about Google Analytics 4 and Matomo?

Google Analytics 4 lists Event-based tracking, Enhanced Measurement and Funnel exploration. Matomo lists Privacy-first analytics, Self-hosted deployment and Cloud analytics. Start with the features you would actually use, then check which plan includes them. A shorter feature list doesn't necessarily mean a tool can't do something you need.

Which one will cost me less?

Compare the total for your team, not just the starting price. Check the billing period, currency, number of users, usage limits and renewal rate, then add any extras you need. If you try a free plan or trial, check what happens when you reach its limits.

How do I choose between Google Analytics 4 and Matomo?

Pick a task you do often and try it in both tools. If you need Product Analytics and Analytics Software, start there. See which feels easier to use and works with the tools you already rely on. Before you pay, check the plan limits and whether you can get the support you need.