Google Tag Manager vs Matomo
Comprehensive comparison for 2026: features, pricing, and expert recommendations
By Shyft Research TeamUpdated Feb 25, 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 Tag Manager for easy tag deployment without coding.
Google Tag Manager Rating
N/A
Matomo Rating
4.8/5
Google Tag Manager Price
$0/mo
Matomo Price
$0/mo
When comparing Google Tag Manager and Matomo, the key difference is their approach to analytics and tag management. Google Tag Manager is a tag management system that allows teams to deploy marketing and analytics tags without code changes. Matomo, on the other hand, is an open-source web analytics service that can be self-hosted, offering a European alternative to Google's tools.
Both tools have a Shyft score of 36/100, placing them in the same tier. However, their strengths cater to different needs. Google Tag Manager is known for its ease of use and integration with other Google services. Matomo stands out for its data privacy features and EU-based hosting options.
Quick Verdict
Google Tag Manager is better for non-technical teams needing easy tag deployment. Matomo is better for EU-based teams prioritizing data sovereignty.
Choose Google Tag Manager
Google Tag Manager excels at simplifying tag management. It is ideal for non-technical teams needing to deploy marketing and analytics tags without code changes.
Choose Google Tag Manager for easy tag deployment without coding.
OR
Choose Matomo
Matomo offers robust analytics with a focus on data privacy. It is best for EU-based teams that need self-hosted analytics solutions.
Choose Matomo for EU-based analytics with data sovereignty.
Head-to-Head Comparison
Google Tag Manager
Matomo
Category
analytics
analytics
Rating
No rating
Starting Price
$0/mo
$0/mo
Free Tier
What it Does
Deploy marketing and analytics tags without code changes
Accurate web and app analytics for data-driven decisions.
Frequently Asked Questions
For teams prioritizing ease of use and integration with other Google services, Google Tag Manager is the better choice. It simplifies tag management and is ideal for non-technical teams. However, if data privacy and EU-based hosting are critical, Matomo offers a robust alternative. It is particularly suitable for teams that need to comply with strict data regulations.
Ultimately, the choice depends on your specific needs. If you need a straightforward tag management solution, go with Google Tag Manager. If data sovereignty and privacy are your top concerns, Matomo is the way to go.
Our Expert Verdict
“Google Tag Manager is better for non-technical teams needing easy tag deployment. Matomo is better for EU-based teams prioritizing data sovereignty.”
Pros
- • Google Tag Manager: Established solution
- • Matomo: 4.8/5 rating
Recommendation: We recommend google-tag-manager for most use cases.
Verdict: Google Tag Manager vs Matomo
Winner: google-tag-manager
Google Tag Manager is better for non-technical teams needing easy tag deployment. Matomo is better for EU-based teams prioritizing data sovereignty.
Common Questions: Google Tag Manager vs Matomo
Both Google Tag Manager and Matomo are strong analytics tools. Google Tag Manager 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.