Matomo
Self-hostable open-source analytics built for teams that must legally keep their own visitor data.
why this verdict
Keep paying — Google has not replaced it
Google's version overlaps, but does not finish the analytics job, so this one still earns its $26/mo.
- A named launch, not a vibe named, unlinked
- Google Analytics 4 adding free AI insights while consent tooling gets absorbed into platforms. Google, November 20, 2024 — no announcement link recorded yet.
- How much of the job it covers not the job editorial call
- Parts of it. The job still needs the tool to get finished.
- Is there a free way to do it? yes
- 2 of 3 listed replacements have a usable free tier: PostHog and Umami.
- What the call is worth $312/yr
- $26/mo at the entry paid tier — $312 a year per seat.
- Threatened by
- Since
- November 20, 2024
- List price
- $26/mo
- Per year
- $312
The backstory
Matomo is the long-running open-source analytics platform that public bodies and privacy-bound companies install on their own servers. It offers the usual reports plus heatmaps, funnels and full data export. AI reporting features do not touch its actual moat, which is legal control over where the data physically lives. Regulators, not dashboards, keep Matomo in business.
Escape hatches
Simpler open-source option with an EU-hosted cloud
plausible.io open_in_newSelf-hostable and adds product analytics on top
posthog.com open_in_newVery light self-hosted tracker for basic traffic reporting
umami.is open_in_new2 of 3 replacements have a usable free tier.