Matomo vs. Google Analytics 4: how to choose the right web analytics tool for your digital strategy

Are you facing the choice of selecting or switching analytics tools for your website? Then you should keep reading. In this article we go through the main advantages and disadvantages and differences between Matomo and Google Analytics 4, so you can make an informed decision when choosing analytics tools for your business and digital strategy.

As a digital agency, we understand the importance of web analytics tools. They provide, among other things, valuable insights into website performance, user behaviour and conversions. Google Analytics 4 (GA4) and Matomo are two of the most popular web analytics tools on the market. Both tools offer a wide range of features and benefits to help companies track and analyse visitor behaviour on their websites and mobile apps. But before we go into what the advantages are and how they differ, we want to briefly summarise what web analytics is.

What is web analytics and why is it important?

Web analytics is about collecting, measuring, analysing and interpreting data on how visitors interact with a website. It covers everything from tracking the number of visitors and their geographic location to following their movements, interactions and where they click on the site. This can provide valuable insights into how a website is used and performs, which in turn enables better decision-making and optimisation of the website.

You also get the opportunity to see patterns, detect anomalies and gain a better understanding of visitors' behaviour and experiences. The overall purpose is to understand how users interact with the website in order to improve it. That is also why website analysis is a fundamental part of a successful digital strategy.

Matomo vs. Google Analytics 4

Pros and cons of Matomo 

Matomo, formerly known as Piwik, is a web analytics tool that in many ways resembles Google Analytics. The main difference is that Matomo is open source and therefore free to use without a paid license. Here are some of the tool's advantages: 

+ Self-hosting or cloud hosting gives you options as a user. The primary reason to choose Matomo is that you can take ownership of your data and have the option to host it on your own server (Matomo On-premise). This gives you full control over your data because you have the ability to manage and protect sensitive information in accordance with the General Data Protection Regulation (GDPR).

If you do not want to store your own data, there is the option to host your data in Matomo's cloud solution (Matomo Cloud). Then you also get access to support, backups and other extra features that are not included in on-premise. Matomo Cloud is also somewhat easier to implement than on-premise.

+ Unsampled data is another advantage and means that Matomo tracks all user data and does not only provide an estimate based on a sample — as is the case with GA4. There is also no limit to how much data you can store if you choose to self-host.

Who should choose the web analytics tool Matomo?

Matomo suits companies of all sizes, but above all organizations that have strict requirements for data handling and that process sensitive personal data about customers or users. This is common in, among others, the public sector, healthcare and the finance industry. Matomo is also suitable for intranets and CRMs.

Examples of organizations using Matomo (at the time this article was written): Skatteverket, SCB, Riksarkivet and Umeå University, to name a few.

+ Add-ons in the form of behavior analysis features such as Heatmaps, scroll depth and session recordings are built into Matomo. This is not available in GA4 and you need to buy external services such as Hotjar to get this functionality.

- Matomo is a smaller player, which among other things can affect the availability of third-party integrations. Because it is a smaller player there is also not the same large community sharing tips and tricks compared with GA4.

- Implementation of Matomo On-premise can feel somewhat more difficult since it often requires help from web developers, while Matomo Cloud is easier to implement; somewhat more similar to how Google Analytics is implemented.

- Fewer reports are available in Matomo compared with GA4, which can have both advantages and disadvantages. In some cases it can be a bit limiting, while at the same time you may find it easier to get an overview.

Pros and cons of Google Analytics 4 (GA4) 

GA4 offers several new features and improvements compared with the previous version of Google Analytics. Here are some of the advantages and disadvantages:

+ Machine learning and artificial intelligence (AI) integrated into GA4 provide more detailed and accurate data.

+ Event-centered analysis offers flexibility and customizability to track and understand user behavior in a more in-depth way.

+ Powerful data visualization features make it easy to explore and analyze data. There are extensive possibilities to set up your own detailed analyses and reports with the exact parameters you are interested in.

+ Integration with other Google tools (e.g. Google Ads) is useful for combining data from different sources and thus gaining more insights.

+ Ability to handle large volumes of data which makes it suitable for large data volumes and websites with many pages.

- Lack of control over data since it is stored by Google.

- Additional costs may apply for certain features and integrations.

- It can take time to understand and master the interface and it may be perceived as more complex than other options.

Who should choose the web analytics tool Google Analytics 4?

Are in-depth insights and an established platform with many third-party integrations important to you? Then Google Analytics 4 may be the right choice.

Read more about Google Analytics 4 in our article ”Google Analytics 4 - the next generation analytics tool”.

Answers to frequently asked questions about Google Analytics 4 and Matomo

1. Does Google Analytics 4 meet GDPR requirements?

GDPR and the use of GA4 has been a hot topic, not least since the Swedish Authority for Privacy Protection (IMY) in early July 2023 issued decisions on penalty fees against four companies that transferred personal data to the USA via Google Analytics. At the same time, they advised all companies against using GA. However, on July 10, 2023, a new decision by the European Commission was issued which means that it is again acceptable to transfer personal data to the USA if the receiving company (for example Google, Meta, Microsoft, etc.) meets certain rules.

Read more in IMY's article The EU Commission has made a decision... on their website.

2. Is Matomo really GDPR-compliant?

Matomo is GDPR-compliant if you choose to host your data on your own servers, which gives you full control and better data protection. But this also requires that you yourself ensure that your data handling is in line with GDPR requirements.

3. Which solution is best for you as a beginner?

Google Analytics may at first seem difficult and it can take time to master, but once you are familiar with the system it is useful and offers many possibilities. Matomo instead has a more stripped-down interface, which can feel simpler for a beginner. However, not all reports and integrations available in GA are present. If you choose to store data on your own servers with Matomo, the hosting can be a bit more complicated and may require help from experts.

4. How do I choose — Matomo or Google Analytics 4?

The simple answer is that it depends. Both tools are powerful and can give you the insights you need to understand your users and improve and optimize your website. In the end, it is your specific needs and priorities that should decide.

If you want full control over your data and prioritize privacy — Matomo may be the right choice for you. If in-depth insights, extensive data visualization and an established platform with integration with other Google tools are important to you — then Google Analytics may be the tool you should go for.

5. Can I use both tools at the same time?

Yes, it is possible to use both Google Analytics 4 and Matomo in parallel. But integrations may be required to avoid duplicate work and obtain accurate insights.

6. Are any of the tools free to use?

Both tools offer free versions. Costs for Matomo arise if you want to use their cloud solution and thus not handle the hosting yourself, as well as if you want certain premium plugins. For GA4, costs may apply for, for example, advanced features and use of extra resources.

Get help from our experts!

At Limetta we have long helped our clients with both Google Analytics and Matomo. Do you need help from our experts with analysis, setting up goals and reports, migrating from one system to another or simply choosing between Matomo and GA4? Do not hesitate to contact us and we will help you!

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