Definition:
Matomo is an open-source web analytics platform that measures and analyses visits, traffic sources and interactions recorded on a website. It can be installed on your own infrastructure or used through Matomo Cloud, its paid hosting service.
Formerly known as Piwik, Matomo provides reports on content, campaigns and goals. The choice of hosting determines who administers the platform and where the data is stored.
Table of contents
From Piwik to Matomo
Matomo originated from the Piwik project, created by Matthieu Aubry as an open-source alternative for website analytics.
In January 2018, Piwik was renamed Matomo. The change aimed to refresh the brand and distinguish the project from other businesses using the previous name, while continuing as free software.
InnoCraft is the company that provides commercial services associated with Matomo. The open-source project should be distinguished from the hosting, support and extensions available for purchase.
Self-hosting and Matomo Cloud
Matomo offers two main ways to use the platform, each with different responsibilities:
- Matomo On-Premise: is installed on a server chosen by the organisation. It allows you to administer the software, database and access conditions, but requires maintaining the infrastructure, updates and backups.
- Matomo Cloud: provides the hosted platform through a subscription. The provider manages the service infrastructure, while the retailer or organisation remains responsible for configuring its measurement.
The Matomo source code is distributed under the GPL v3 or later licence. This allows it to be used, studied and modified in accordance with the licence terms.
Free software does not mean cost-free operation. A self-hosted installation requires server resources and maintenance; certain advanced features and services are sold separately or included in paid plans.
How Matomo collects data
Website measurement usually begins by adding JavaScript tracking code, either directly or through a compatible integration. This code sends information to the Matomo installation when it runs on the pages.
The platform processes the data and organises it into reports. Some actions require additional configuration: recording a page view does not mean that purchases, completed forms or every user interaction are automatically measured.
Matomo also provides an API and Matomo Tag Manager, its tag management system. These components are related but have different roles: the tag manager helps deploy tags, while the analytics platform receives and presents measurement data.
What reports Matomo provides
The reports allow you to examine different aspects of website usage. The main reports include the following:
- Audience: visits, devices, browsers and approximate location.
- Acquisition: traffic from search engines, referrals, campaigns and other identified sources.
- Content: pages visited, entry and exit pages, and recorded journeys.
- Events: interactions defined in the implementation, such as clicks or media plays.
- Goals and ecommerce: relevant actions, orders and revenue when tracking has been configured.
- Site search: terms used in the website’s search engine, when this information is collected.
Other features, such as heatmaps, session recordings or form analytics, depend on the extensions and service purchased.
The reports represent recorded activity, not necessarily all actual activity. Consent, blockers and implementation errors can limit the information available.
Privacy and control over data
Self-hosting allows you to choose where data is stored and who can access it. That control also brings responsibility for security, permissions and retention periods.
Matomo includes options such as IP address anonymisation, deletion of old data and cookieless tracking. Their usefulness depends on how they are configured and what information is collected.
Installing Matomo does not, on its own, guarantee regulatory compliance. Cookieless tracking does not automatically remove information or consent obligations either. The purpose of measurement, the data processed and the applicable conditions must be reviewed.
Differences between Matomo and Google Analytics
Matomo and Google Analytics both allow you to analyse website usage, but differ in their architecture and administration options.
Matomo offers open-source software and the option of self-hosting. Google Analytics is a service hosted by Google, with native integrations with products such as Google Ads and BigQuery.
The choice depends on the control required over the infrastructure, integrations, budget and available technical resources. Neither tool replaces a well-defined implementation.
Their figures do not necessarily match: metric definitions, user identification, filters and the handling of consent can produce differences.