Matomo vs Google Analytics: what’s at stake for your SEO

Matomo vs Google Analytics

In today’s ever-changing digital world, selecting a reliable web analytics platform is essential for shaping a successful online strategy. The debate around matomo vs google analytics is particularly relevant for professionals looking to get the most from their data. If you’d like a comprehensive overview of web analytics, see our main guide on Google Analytics.

What is Matomo and how does it stand out?

Matomo, previously known as Piwik, is an open-source analytics platform for monitoring website traffic. Its main advantage is complete control over your data, with a strong focus on transparency and privacy. As open-source software, Matomo can be hosted on your own servers or in the cloud, giving you flexibility over where and how your data is stored.

Why look for an alternative to Google Analytics?

There are several reasons why organisations consider Matomo. European regulations (GDPR) and growing concerns about data privacy mean many businesses want more control over their analytics. While Google Analytics is the industry standard, some prefer not to centralise their data with a US-based provider. Matomo is also well suited to sectors with strict regulatory requirements.

Comparing the two solutions

Key differences between Matomo and Google Analytics

Both Matomo and Google Analytics offer core features such as traffic tracking and acquisition channel analysis. Google Analytics (GA4) is known for its automation and seamless integration with the Google ecosystem. In contrast, Matomo puts data ownership at the heart of its platform, offering a straightforward interface for those who want full control over their analytics.

Privacy and GDPR compliance

Data protection is a major point of difference. Google Analytics 4 includes consent management features, but storing data outside the EU can be a concern. Matomo allows for local hosting, ensuring greater compliance and independent management of sensitive information.

Data ownership and management

With Matomo, you retain full ownership of your data, with no automatic transfer to third-party platforms. By contrast, Google Analytics processes data through Google’s infrastructure, which can raise questions about data security and potential reuse.

Hosting options and flexibility

Matomo gives you complete freedom over hosting—on-premises or in the cloud—so you can tailor security to your needs. Google Analytics is a SaaS-only solution, with no control over where or how your data is stored.

Conclusion: which solution is right for you?

The choice between matomo vs google analytics depends on your organisation’s priorities. Google Analytics stands out for its advanced analysis and integration with the wider digital ecosystem. Matomo is the preferred choice for those who value privacy and total control over their data. To further enhance your content strategy, explore Incremys 360° SEO SaaS solutions and find more expert advice on the Incremys Blog.