Matomo
Matomo is an open-source web analytics platform offering unsampled, first-party data with full data ownership and GDPR-grade privacy compliance. It serves 1M+ organisations across 190+ countries via Cloud and On-Premise deployments, targeting governments, enterprises, SMBs, and privacy-conscious website operators as the leading open alternative to Google Analytics.
- Company typePrivate
- Founded2007
- HeadquartersWellington, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Matomo does
Matomo is an open-source web analytics platform founded in 2007 (originally as Piwik, renamed in 2018) and operated by InnoCraft with headquarters in Auckland, New Zealand and cloud infrastructure hosted in Germany. The platform delivers 100% unsampled, first-party web analytics data via a JavaScript tracker and PHP/MySQL backend, with a plugin-based architecture supporting Twig templating and Vue.js UI components. Two deployment modes are offered: Matomo Cloud (a hosted SaaS managed by the company) and Matomo On-Premise (a free self-hosted download), with the same core analytics engine exposed in both. The product spans real-time visitor tracking, heatmaps and session recordings, a built-in tag manager, A/B testing, multi-channel conversion attribution with six attribution models, roll-up reporting across multiple properties, ecommerce analytics, an AI Traffic Analytics module, and a Google Analytics Importer for historical data migration. Compliance features include a GDPR Manager, 1-Click CNIL Compliance, and ISO 27001:2022 certification, alongside HIPAA, CCPA, PECR, and LGPD alignment.
The company serves a heterogeneous base of 1M+ organisations across 190+ countries and 50+ languages, with named adoption by the European Commission, JP Morgan Chase, and Concrete CMS. Customer segments span government and public sector (a primary target), enterprise (large organisations needing data sovereignty), financial services and fintech, ecommerce, and privacy-conscious SMBs. Go-to-market is product-led with a 21-day no-credit-card free trial and free on-premise download, supplemented by direct enterprise field sales, a Partner Programme for agencies and resellers, and integrations with WordPress, Drupal, Joomla, Magento, GTM, Looker Studio, Cloudflare, and over 100 other tools.
Revenue derives primarily from the Matomo Cloud subscription (Business plan starting at €22/month for 50,000 hits, with custom Enterprise pricing), supplemented by paid marketplace plugins and add-ons, paid support plans for setup, training, and configuration assistance, and White Label and Roll-Up Reporting premium capabilities. The freemium on-premise tier functions as the acquisition funnel; advanced features such as A/B testing and heatmaps that are bundled on Cloud require paid plugins on On-Premise. Distribution is anchored by the firm's own website, the WordPress plugin directory, the Matomo Marketplace, and partner channels. The team is lean (1-10 employees in the firmographic range) with disclosed leadership comprising founder and lead developer Matthieu Aubry and chief marketing officer Ben Erskine, and no external funding rounds are disclosed.
Matomo firmographics
Firmographics- Name
- Matomo
- Legal name
- Matomo
- Website
- https://matomo.org
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Matomo is an open-source web analytics platform offering unsampled, first-party data with full data ownership and GDPR-grade privacy compliance. It serves 1M+ organisations across 190+ countries via Cloud and On-Premise deployments, targeting governments, enterprises, SMBs, and privacy-conscious website operators as the leading open alternative to Google Analytics.
- Ownership category
- akta.pro rank
Matomo industry classification
Industry- Product category
- Web Analytics
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL)
Keywords
Where Matomo is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Matomo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Matomo Cloud Subscription: Cloud-hosted SaaS subscription with tiered plans (Business, Enterprise) based on monthly traffic volume (hits). The Business plan starts at €22/month supporting up to 50,000 hits, with additional hits available at €2.2 per 5,000. Enterprise pricing is custom. This is the primary revenue driver.
- Matomo On-Premise Free Tier: The self-hosted on-premise version is completely free to download and install. Advanced features like A/B testing and heatmaps that are included by default on Matomo Cloud require paid plugins on the on-premise version. Revenue is generated indirectly through the free tier's role in converting users to the paid cloud or to purchase advanced plugins from the Marketplace.
- Marketplace Plugins and Add-ons: A marketplace (plugins.matomo.org) selling paid add-ons and plugins extending Matomo's functionality. Some paid add-ons include features already integrated into the free tier of competitors.
- Support Plans: Paid support plans offering setup assistance, training, troubleshooting, and access to Matomo Experts for configuration, migration, and ongoing support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free self-hosted analytics platform |
| Subscription | Monthly | Cloud entry-level plan starting at €22/month |
| Subscription | Multi-year contract | Custom-priced enterprise cloud plan |
| Freemium | Pay-as-you-go | 21-day free trial for cloud |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
Matomo product offering
Product offeringCore offering
Matomo is an open-source, privacy-first web analytics platform delivered as a managed Matomo Cloud SaaS (servers in Germany) and a free Matomo On-Premise self-hosted software. It collects unsampled, first-party visitor and conversion data, supports heatmaps, session recordings, A/B testing, multi-channel attribution, tag management and AI traffic analytics, and is sold to enterprises, governments, ecommerce operators and SMBs that require GDPR/CCPA/HIPAA compliance and full data ownership.
Product overview
Matomo is a unified privacy-first web analytics platform offered in two deployment modes: Matomo Cloud (hosted SaaS) and Matomo On-Premise (self-hosted). The core platform delivers unsampled, first-party analytics with full data ownership and GDPR compliance. Key integrated modules include Tag Manager for tracking deployment, GDPR Manager for consent and privacy controls, and Heatmaps and Session Recordings for visual analytics. Specialized features include AI Traffic Analytics for monitoring AI tool usage, A/B Testing for experimentation, Multi-Channel Conversion Attribution for marketing insights, Roll-Up Reporting for multi-site aggregation, and White Label for agency branding. Matomo MCP (Model Context Protocol) enables AI tool integration for natural language analytics querying. The platform is extended via the Marketplace with 100+ plugins and includes a WordPress plugin for direct CMS integration. Pricing includes a free On-Premise option and Cloud plans starting at €22/month.
Differentiator
Problem solved
Functional benefit
Products and services
- Matomo Analytics Platform Open-source privacy-first web analytics platform providing unsampled, first-party visitor and conversion analytics with full data ownership, GDPR/CCPA/HIPAA compliance, heatmaps, session recordings, A/B testing, attribution and roll-up reporting. Used by over one million organisations including the European Commission and JP Morgan Chase.
- Matomo Cloud Managed SaaS deployment of Matomo hosted on servers in Germany, with all maintenance, updates and security handled by the Matomo team. Cloud Business plan starts at €22/month supporting 50,000 hits; Enterprise plan has custom pricing.
- Matomo On-Premise Free self-hosted version of Matomo giving organisations complete control over data storage and server security. Advanced features such as A/B testing and heatmaps that are included in Cloud require paid plugins on the On-Premise version.
- Matomo Marketplace Plugin marketplace offering more than 100 free and paid extensions (such as heatmaps, A/B testing and other advanced features) that extend Matomo's functionality for both Cloud and On-Premise deployments.
- Matomo for WordPress Free WordPress plugin that enables Matomo analytics tracking to be installed and configured directly from the WordPress admin dashboard, giving WordPress site owners full Matomo functionality without developer involvement.
- Matomo MCP (Model Context Protocol) Server Standalone product layer that connects Matomo analytics to AI assistants (Claude, ChatGPT, OpenAI Codex) using the open Model Context Protocol, allowing users to query analytics data in plain language. Available on Matomo Cloud and Matomo On-Premise with configurable read-only or broader API permissions.
Quantifiable outcome
- Up to 40% of traffic can be missed by popular analytics tools due to consent banners and ad blockers
- +3 more outcomes
Companies that use Matomo
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles5 records
Matomo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability5 records
Feature12 records
Matomo partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and supporting.
- AI Tool Providers (Claude, ChatGPT, OpenAI Codex)coreMatomo MCP (Model Context Protocol) Server enables AI tools including Claude, ChatGPT, and OpenAI Codex to connect to Matomo analytics data via an open standard protocol. Users control which AI tool connects, what data is accessible, and permission levels via API tokens or OAuth 2.0 scopes.
- WordPresscoreMatomo offers a free WordPress plugin available in the official WordPress plugin directory, allowing WordPress site owners to install and configure Matomo analytics directly from their dashboard. The plugin provides seamless integration without requiring developer involvement.
- Google Tag ManagercoreMatomo integrates with Google Tag Manager, allowing users to add Matomo tracking via the GTM interface alongside other marketing and analytics tags. This enables easier implementation for teams already using GTM.
- Looker StudiocoreMatomo integrates with Looker Studio (Google's data visualisation platform), enabling users to connect Matomo analytics data to Looker Studio for custom dashboards and reporting.
- Google Analytics (Imported Data Source)coreMatomo's Google Analytics Importer allows users to import historical data from Universal Analytics and GA4 into Matomo, enabling seamless migration without data loss. This is a key competitive differentiator against Google Analytics.
- Magento, Drupal, Joomla, Cloudflare and 100+ integrationscoreMatomo supports integration with over 100 tools and platforms including content management systems (Drupal, Joomla), ecommerce platforms (Magento, WooCommerce, Shopify), CDN and security services (Cloudflare), CRM solutions, and programming frameworks. As open-source software, Matomo can theoretically integrate with any system via its APIs.
- HackerOne (Security Bug Bounty)coreMatomo operates a Security Bug Bounty Programme on HackerOne, offering up to $13,000 for valid critical security bugs and up to $1,777 for other security bugs. This crowdsourced security model helps identify and resolve vulnerabilities in the platform.
- Matomo Partner Programme MemberssupportingThe Matomo Partner Programme includes agencies, consultants, and technology partners who recommend, implement, or resell Matomo services. Partners gain access to support resources, expertise, and potential referral benefits.
- CNIL (French Data Protection Authority)supportingMatomo's 1-Click CNIL Compliance feature aligns with CNIL (Commission Nationale de l'Informatique et des Libertés) requirements for French analytics users, automatically configuring settings to meet the CNIL consent exemption conditions and generating required self-assessment documentation.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Matomo competitors and assessment
Company assessmentEmerging players
- Hotjar: Hotjar specializes in heatmaps, session recordings, and user feedback—features Matomo bundles into its Cloud offering. It overlaps with Matomo's heatmaps/session recordings module and competes for UX-focused analytics budgets.
- Piano Analytics: Piano Analytics (formerly AT Internet) is an enterprise web analytics provider with strong European market presence. It competes with Matomo for privacy-focused enterprise customers in regulated industries and EU markets.
Direct peers
- Fathom Analytics: Fathom is a privacy-first web analytics platform offering cookieless tracking and GDPR compliance. It targets similar privacy-conscious SMB and developer segments as Matomo with a simpler dashboard and subscription pricing model.
- Piwik PRO: Piwik PRO is an enterprise-focused analytics platform forked from the original Piwik codebase (Matomo's predecessor). It competes directly with Matomo in the privacy-first, GDPR-compliant analytics space, particularly for European enterprises and regulated industries.
- Simple Analytics: Simple Analytics is a privacy-friendly web analytics alternative targeting developers and SMBs. Like Matomo, it offers cookieless tracking and GDPR compliance, competing for the same privacy-conscious customer base with a simpler UX.
- Plausible Analytics: Plausible is a privacy-focused, lightweight web analytics platform positioned as a Google Analytics alternative for SMBs and developers. Like Matomo, it emphasizes GDPR compliance and cookieless tracking, competing directly in the same privacy-first analytics category.
Broad incumbents
- Amplitude: Amplitude is a product analytics platform serving enterprise digital businesses. It overlaps with Matomo in the broader web/product analytics market and is named in Matomo's competitive comparison content.
- Adobe Analytics: Adobe Analytics is an enterprise-grade web analytics suite within the Adobe Experience Cloud. It serves large enterprises requiring advanced attribution and integration with broader marketing stacks, competing for enterprise analytics budgets.
- Mixpanel: Mixpanel is a leading product analytics platform focused on event-based tracking for digital products. While more product- than web-centric, it competes for analytics budgets from digital-first companies and is mentioned in Matomo's competitor comparison pages.
- Google Analytics: Google Analytics is the dominant incumbent in web analytics, offered free with massive market share. It is the primary alternative Matomo positions against, and the conversion of GA users to Matomo is a core growth driver, though GA's free pricing and recent consent-mode improvements remain a structural headwind.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Matomo social profiles
Digital presenceMatomo compliance and trust
Trust signalCompliance5 records
Matomo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Matomo leadership team
Management profileNumber of profiles
Profiles2 records
Matomo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Matomo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Matomo
What does Matomo do?
Matomo is an open-source, privacy-first web analytics platform delivered as a managed Matomo Cloud SaaS (servers in Germany) and a free Matomo On-Premise self-hosted software. It collects unsampled, first-party visitor and conversion data, supports heatmaps, session recordings, A/B testing, multi-channel attribution, tag management and AI traffic analytics, and is sold to enterprises, governments, ecommerce operators and SMBs that require GDPR/CCPA/HIPAA compliance and full data ownership.
Is Matomo a public or private company?
Matomo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Matomo founded?
Matomo was founded in 2007. It employs 1 to 10 people.
Where is Matomo based?
Matomo is headquartered in Wellington, New Zealand, in the Oceania region.
How does Matomo make money?
Four revenue lines are on record. Matomo Cloud Subscription is the primary driver. The others are matomo On-Premise Free Tier, marketplace Plugins and Add-ons and support Plans.
Who are Matomo's main competitors?
Emerging players on record are Hotjar and Piano Analytics. Direct peers are Fathom Analytics, Piwik PRO, Simple Analytics and Plausible Analytics. Broad incumbents are Amplitude, Adobe Analytics, Mixpanel and Google Analytics.
Does Matomo have an API?
Yes. Matomo offers a comprehensive Analytics API that enables developers to access analytics data programmatically. The platform supports OAuth 2.0 for authentication, API tokens for permissions, and provides both Reporting HTTP API and Tracking HTTP API. The MCP (Model Context Protocol) Server enables AI tools like Claude, ChatGPT, or OpenAI Codex to connect to Matomo and retrieve analytics data via plain-language queries. Developer documentation is at developer.matomo.org/api-reference/reporting-api.
What industry is Matomo in?
Matomo's product category is Web Analytics. Its primary akta.pro industry code is MPACAAAL, Enterprise/Creator Video Hosting & OTT SaaS Platforms. Its NAICS code is 51821 and its SIC code is 7372.