Matomo Analytics

Score8.6 out of 10

61 Reviews and Ratings

What is Matomo Analytics?

Piwik is an open source analytics platform that enables users to measure web and mobile apps as well as intranet portals. It protects the privacy of users through advanced privacy features and its approach to data ownership. Piwik offers On-premises and Cloud deployment options. Available in over 50 languages, it is fully customisable and vendor-independent. Piwik offers over 70 integrations with Content Management Systems, Ecommerce solutions, Forums as well as other mobile and web platforms. Piwik users can access analytics through the Piwik web interface, as well as mobile apps on iOS and Android.

Categories & Use Cases

Media

Screenshot of Goal and Ecommerce Funnels

Screenshot of Ecommerce Analytics: measure product views, add to carts, orders and more

Screenshot of Acquisition and Search Engines and search keywords reports

Screenshot of Metrics and reports over time for accurate historical reports

Screenshot of Transitions provide a report that shows the things that visitors did directly before and after viewing a certain page.

1 / 13

Screenshot of Customizable dashboard

Lead Conversion Tracking
This tool allows you to follow a user's path through your website until they complete a certain action, like making a purchase or signing up for a newsletter, enabling you to understand what leads to conversions.
Category average: 7.8
Bounce Rate Measurement
This feature measures the number of users who visit only one page on your website before leaving, helping to identify issues with content quality or website design.
Category average: 7.9
Device and Browser Reporting
This enables an overview of the type of devices or browsers users are using to access your website, helping in improving website design, usability, and visibility.
Category average: 8.4

Referral Source Tracking
This feature tracks the original source of your web traffic, informing you where your users are coming to your site from whether it be through other websites, social media, etc.
Category average: 8.5
Customizable Dashboards
This feature allows users to personalize their view of data and reports to focus on specific metrics that best fit their business needs.
Category average: 8.5
Reporting in real-time
This feature provides immediate data and analysis about web traffic and user behavior, facilitating real-time decision making.
Category average: 7.8

Ramon Khan View profile

Head of Marketing in Marketing at The Alloy Market (1-10 employees employees)

Use Cases and Deployment Scope

We use Matomo as an easier alternative to use vs GA4. It's highly robust and offers features that the other platforms don't include such as user session recording and form analytics.

The best part is that all the reports are pre-populated so you don't have to go and create custom reports, although it does allow for that if you are looking to set those up.

Pros

Multi-touch attribution
Conversion tracking and goals
Traffic acquisition tracking

Cons

A/B testing
Heatmaps
Session recording

Return on Investment

With the improved tracking we were able to better optimize our campaigns to increase performance in the triple digits
As a startup, using Matomo helped us move faster saving valuable time that was needed to grow our company

Usability

Alternatives Considered

Google Analytics and Lucky Orange

Cathy Colliver

Head of Marketing in Marketing at Test Double (51-200 employees employees)

Use Cases and Deployment Scope

Marketing professionals rely on detailed website analytics to inform data-driven decisions. This allows a better understanding of the impact from marketing campaigns, content, and inbound referrals from search and more. Matomo Analytics capabilities are as impressive as G4, but have the added plus of making it super easy to be compliant with ever-evolving privacy regulations.

Pros

Matomo Analytics makes it easy to adjust settings to anonymize IP addresses and provide for one click opt-out of all analytics tracking with first-party cookies. This makes it easy to be compliant with GDPR along with US-based regulations
Detailed analytics provide the ability to track more than the basic visits, pageviews, and goals. You can also set up detailed reports across dimensions and metrics, follow-campaign specific tracking, and more.
The interface is easy to use, and info definitions are provided throughout. Moreover the documentation resources are extremely easy to follow if there is something you're not familiar with.

Cons

I always appreciate continuous improvement, and as privacy regulations continue to evolve, it would be great for Matomo Analytics to offer more education on what to expect.
No one has post-third-party cookies figured out, but it would be nice for Matomo Analytics to step up with suggestions based on how ad tech platforms are signaling possible replacements. I think Matomo Analytics' privacy-minded approach could be really useful here.
As with any website analytics, it's frustrating that when you edit a report's included dimensions or metrics, you effectively start the report over on collecting data.

Return on Investment

We have been able to effectively manage risk related to GDPR/other regulation compliance while still getting the analytics we need to inform business decisions.