Google Analytics vs Matomo
Comprehensive comparison for 2026: features, pricing, and expert recommendations
By Shyft Research TeamUpdated Feb 24, 2026
TL;DR
- Both tools is our recommended choice for most users
- Compare ratings, features, and pricing below
- See detailed pricing comparison below
- Choose Google Analytics for AI-powered insights and global analytics capabilities.
Google Analytics Rating
N/A
Matomo Rating
4.8/5
Google Analytics Price
$0/mo
Matomo Price
$0/mo
When comparing Google Analytics and Matomo, the choice largely depends on your business needs. Google Analytics is a global leader in web analytics, offering AI-powered insights and cross-platform measurement. It is widely used by businesses of all sizes for tracking website traffic, user behavior, and conversions. Matomo, on the other hand, is an open-source analytics service that can be self-hosted. It is particularly appealing to companies that prioritize data control and privacy, especially those operating within the EU.
Quick Verdict
Google Analytics is the clear winner for most businesses due to its AI-powered insights, global reach, and robust feature set. Matomo is a better fit for companies needing full data control and self-hosting options.
Choose Google Analytics
Google Analytics offers AI-driven predictive metrics, cross-platform measurement, and seamless integration with other Google services. It is ideal for businesses that need comprehensive analytics and global support.
Choose Google Analytics for AI-powered insights and global analytics capabilities.
OR
Choose Matomo
Matomo provides self-hosting options and full data control, making it suitable for companies with strict data privacy requirements. It lacks AI features and integrations compared to Google Analytics.
Choose Matomo for self-hosted analytics with full data control.
Head-to-Head Comparison
Google Analytics
Matomo
Category
analytics
analytics
Rating
No rating
Starting Price
$0/mo
$0/mo
Free Tier
What it Does
Web analytics with AI-powered insights by Google
Accurate web and app analytics for data-driven decisions.
Frequently Asked Questions
For most businesses, Google Analytics is the superior choice due to its advanced AI features, extensive integrations, and global support. However, if your primary concern is data privacy and you prefer self-hosting, Matomo is a viable alternative. Ultimately, the decision should align with your specific analytics needs and data governance requirements.
Our Expert Verdict
“Google Analytics is the clear winner for most businesses due to its AI-powered insights, global reach, and robust feature set. Matomo is a better fit for companies needing full data control and self-hosting options.”
Pros
- • Google Analytics: Established solution
- • Matomo: 4.8/5 rating
Recommendation: We recommend google-analytics for most use cases.
Verdict: Google Analytics vs Matomo
Winner: google-analytics
Google Analytics is the clear winner for most businesses due to its AI-powered insights, global reach, and robust feature set. Matomo is a better fit for companies needing full data control and self-hosting options.
Common Questions: Google Analytics vs Matomo
Both Google Analytics and Matomo are strong analytics tools. Google Analytics and Matomo has a 4.8/5 rating. The best choice depends on your team size, budget, and specific feature requirements. Both offer ways to try before you buy.