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Matomo

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Website owners, marketers and analysts use Matomo to measure traffic, conversions and visitor behaviour, with the data held on their own servers or in a hosted cloud. The platform offers funnels, heatmaps, session recordings and A/B tests, and it began as the open-source project Piwik before the 2018 rename.

Facts at a glance

FactValueSource
CompanyInnoCraft Limited, Wellington, New Zealandmatomo.org/privacy-policy, checked 10 Nov 2026
Launched2007. Started as the open-source project Piwik and renamed Matomo in 2018matomo.org/about, checked 10 Nov 2026
Free planFreemium: a free plan existsmatomo.org/pricing, checked 10 Nov 2026
Free trialYes, no card requiredmatomo.org/pricing, checked 10 Nov 2026
PlatformsWeb, Self-hosted, iOS, Android, APImatomo.org/pricing, checked 10 Nov 2026

Pricing & plans

Model

Freemium

Free plan available

Trial

Yes

no card required

  • Cloud plans are priced by monthly hits, and annual billing gives two months free

Source: matomo.org/pricing, checked 10 Nov 2026

Matomo Free, in practice

What the free plan covers and where it stops.

Free plan limits

  • Self-hosted on your own servers
  • Forum support only
  • Community plugins only

Sources: matomo.org/pricing

Features & platforms

  • Funnels and flows reports

  • Heatmaps and session recordings

  • A/B testing and personalisation

  • Visitor segmentation

  • Reports on traffic coming from AI tools

  • Tag Manager for tracking code

  • Web
  • Self-hosted
  • iOS
  • Android
  • API

Sources: matomo.org, matomo.org/pricing, matomo.org/mobile, developer.matomo.org/api-reference/reporting-api, checked 10 Nov 2026

Alternatives

Plausible: Sets no cookies and collects no personal data, so no consent banner is needed, and the code is public to audit.

Umami: A free Hobby plan covers one website with up to 100,000 events per month and six months of data retention.

Fathom Analytics: Cookieless tracking needs no analytics consent banner, and each plan begins with a seven-day free trial.

Sources: plausible.io, umami.is/pricing, usefathom.com/pricing

Data & privacy

  • InnoCraft is a New Zealand company, a country the European Commission treats as providing adequate data protection

  • AI providers process data under agreements that bar using it to train general-purpose AI models

  • People can request access, correction or erasure of their data, with replies promised within thirty days

Privacy policy

Source: matomo.org/privacy-policy, policy last updated 24 September 2026, checked 10 Nov 2026. These points restate the policy and are not legal advice.

Also in Analytics on Tools.us.org: Amplitude, Baremetrics, Basedash, Crazy Egg, Google Analytics, Grow, GrowthBook, June, LaunchDarkly, Mixpanel, Plausible, PostHog, Statsig, SurveyMonkey, Umami

Sources and dates

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