InnoCraft Ltd
InnoCraft Ltd is a New Zealand-based private company that develops and maintains Matomo, an open-source privacy-first web analytics platform. It serves over 1.4 million websites across 190+ countries via cloud subscriptions, premium plugins, and enterprise contracts.
- Company typePrivate
- Founded2007
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What InnoCraft Ltd does
InnoCraft Ltd is a privately held, founder-owned company headquartered in Wellington, New Zealand, that develops and maintains Matomo, an open-source web analytics platform originally launched as Piwik in 2007 and renamed Matomo in 2018. The platform is built on a PHP/MySQL stack and provides privacy-first, GDPR-compliant website and app analytics with two deployment modes: Matomo Cloud (a fully managed service hosted in Germany, starting at €22/month for 50,000 hits, with an Enterprise tier at custom pricing) and Matomo On-Premise (a free self-hosted download). The core analytics engine is supplemented by an open-source Tag Manager and a marketplace of premium plugins including Heatmaps, Session Recording, A/B Testing, Funnels, Form Analytics, Multi-Channel Conversion Attribution, Roll-Up Reporting, White Label, Users Flow, Search Keywords Performance, Media Analytics, and Custom Reports. The architecture emphasizes 100% data ownership, zero data sampling, and integrations with 100+ third-party tools spanning CMS, ecommerce, CRM, BI, advertising, and data warehouse (including Google BigQuery via a January 2025 connector).
Revenue mechanics span Cloud subscriptions, premium plugin sales through the Matomo Marketplace, tiered Support Plans, and professional services; the free On-Premise product drives community-led adoption and top-of-funnel volume. Customers range from SMBs using self-hosted or low-cost Cloud plans to large enterprises and regulated public-sector buyers requiring data sovereignty; the European Commission (operating "Europa Analytics") and JPMorgan Chase are named customers, with 1.4 million+ websites across 190+ countries cited as the active install base. The company employs 11–50 people distributed across New Zealand, Germany, Austria, France, India, and the United States, and achieved ISO/IEC 27001:2022 certification with zero non-conformities in September 2025 alongside compliance posture covering GDPR, HIPAA, CCPA, LGPD, and PECR. Recent strategic emphasis has shifted toward AI-mediated analytics (Matomo MCP integrating with Claude, ChatGPT, and OpenAI Codex) and enterprise data-warehouse interoperability, while a Partner Programme expands indirect channel reach.
InnoCraft Ltd firmographics
Firmographics- Name
- InnoCraft Ltd
- Legal name
- InnoCraft Ltd
- Website
- https://innocraft.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- InnoCraft Ltd is a New Zealand-based private company that develops and maintains Matomo, an open-source privacy-first web analytics platform. It serves over 1.4 million websites across 190+ countries via cloud subscriptions, premium plugins, and enterprise contracts.
- Ownership category
- akta.pro rank
Where InnoCraft Ltd is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices7 records
Markets served
InnoCraft Ltd business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations, Others
Revenue model
- Matomo Cloud Subscription: Cloud-hosted managed service with subscription plans (Business starting at €22/month for 50,000 hits, Enterprise with custom pricing). Provides fully managed infrastructure with all maintenance and updates handled by Matomo core team.
- Premium Plugins and Features: Premium features such as Heatmaps, Session Recording, A/B testing, Funnels, Form Analytics, Media Analytics sold individually or as bundles through the Matomo Marketplace. On-Premise users purchase these as add-ons.
- Support Plans: Tiered support plans offering different levels of assistance, guidance, and SLAs for organizations requiring dedicated support for their Matomo implementation.
- Matomo On-Premise (Free): Self-hosted version is completely free to download and install, providing open-source core analytics. This drives adoption and community growth while premium features can be purchased.
- Professional Services: Consulting and implementation services to help organizations get started, configure, monitor and maximize their Matomo Analytics deployment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Matomo Cloud Business Plan - starts at €22/month for 50,000 hits |
| Subscription | Annual | Matomo Cloud Enterprise Plan - custom pricing for large organizations |
| Freemium | Pay-as-you-go | Matomo On-Premise - free open-source download |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels9 records
InnoCraft Ltd product offering
Product offeringCore offering
InnoCraft Ltd develops and sells Matomo, an open-source web analytics platform offered as a fully managed cloud-hosted service (Matomo Cloud) and a self-hosted solution (Matomo On-Premise). The platform provides privacy-first, GDPR-compliant website and app analytics with 100% data ownership, no data sampling, heatmaps, session recording, A/B testing, funnel analysis, and multi-channel conversion attribution. Revenue is generated through subscription plans, premium plugins, support plans, and professional services.
Product overview
InnoCraft Ltd offers Matomo as a unified privacy-first web analytics platform available in two deployment modes: Matomo Cloud (fully managed cloud-hosted service) and Matomo On-Premise (self-hosted solution). The platform consists of the Core Analytics product providing comprehensive website and app analytics, supplemented by an open-source Tag Manager for tracking code management. Premium add-on modules including Heatmaps, Session Recording, A/B Testing, Funnels, Form Analytics, Multi Channel Conversion Attribution, Roll-Up Reporting, White Label, Users Flow, Search Keywords Performance, Media Analytics, and Custom Reports extend the core functionality. Additional offerings include the Data Warehouse Connector for BigQuery export, a WordPress plugin for native CMS integration, and premium Support Plans. The platform emphasizes 100% data ownership, no data sampling, and full GDPR/HIPAA/CCPA compliance across all products.
Differentiator
Problem solved
Functional benefit
Products and services
- Matomo Analytics (Core Platform) Open-source web analytics platform providing privacy-first, GDPR-compliant website and app analytics with full data ownership, no data sampling, and support for over 50 languages.
- Matomo Cloud Fully managed cloud-hosted analytics service where Matomo's core team handles all maintenance and updates. Data hosted in Germany/EU for GDPR compliance.
- Matomo On-Premise Self-hosted analytics solution that users can download and install on their own servers, providing complete control over data storage location and infrastructure.
- Matomo Tag Manager Open-source tag management system allowing non-technical users to manage tracking codes, custom events, and third-party tags through a centralized visual interface without editing source code.
- Matomo Analytics for WordPress Free WordPress plugin enabling Matomo analytics tracking directly within WordPress with same dashboard access and features as the main platform.
- Matomo Analytics Support Plans Premium support offerings providing expert guidance, configuration assistance, and dedicated customer service for Matomo users.
- Heatmaps Premium visual analytics feature showing click heatmaps, mouse move hover heatmaps, and scroll heatmaps to visualize how visitors interact with website pages.
- Session Recording Premium feature that records and replays individual visitor sessions to analyze user behavior and identify UX issues.
- A/B Testing Premium experimentation feature enabling comparison of different webpage variants to determine which achieves better conversion results.
- Funnels Premium feature for analyzing visitor journey through multi-step conversion processes with step-by-step fall-off visualization.
- Form Analytics Premium feature for analyzing form performance and user interaction with website forms to identify drop-off points.
- Multi Channel Conversion Attribution Premium marketing attribution feature providing insights into effectiveness of marketing campaigns across multiple channels with six attribution models.
- Roll-Up Reporting Premium feature for aggregating data from multiple websites and apps into one unified dashboard for consolidated reporting.
- White Label Premium customization feature allowing businesses to add their own branding and logo to Matomo dashboards and reports.
- Media Analytics Premium analytics feature designed for media publishers to track video and audio content engagement.
- Data Warehouse Connector Feature enabling export of Matomo analytics data to Google BigQuery for advanced data warehouse analysis and integration with business intelligence tools.
- Matomo MCP (Model Context Protocol) Server AI integration feature that connects Matomo to AI tools like Claude, ChatGPT, or OpenAI Codex, allowing users to ask questions in plain language and get answers based on real analytics data. Available on both Matomo Cloud and Matomo On-Premise.
Quantifiable outcome
- Over 1.4 million websites trust Matomo in 190+ countries
- +2 more outcomes
Companies that use InnoCraft Ltd
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
InnoCraft Ltd technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability2 records
Feature10 records
InnoCraft Ltd partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- AI Tool Integrations (Claude, ChatGPT, OpenAI Codex)coreMatomo MCP (Model Context Protocol) enables connection to AI tools like Claude, ChatGPT, and OpenAI Codex, allowing plain-language queries on analytics data. Users choose the AI tool, control permissions, and Matomo remains where analytics data is stored.
- WordPresscoreNative WordPress plugin available in official WordPress directory. Plugin enables easy installation and tracking directly within WordPress admin. Free to use with option to import data from WP-Statistics.
- Google Analytics ImportercoreAllows users to import historical data from Google Analytics to Matomo, making transitions manageable and eliminating risk of losing historical data. Also supports importing keyword data from Google, Bing, Yahoo!, and Yandex.
- Matomo Partner ProgrammecorePartner programme for agencies and consultants offering Matomo implementation, customization, and support services to clients.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
InnoCraft Ltd competitors and assessment
Company assessmentEmerging players
- Mixpanel: Product and event analytics SaaS with partial overlap to Matomo's funnel, event, and conversion features. Targets more product/engineering teams than Matomo, but increasingly competes for the same mid-market analytics budget.
- Open Web Analytics: Open-source web analytics project comparable to Matomo On-Premise in deployment model and audience (self-hosters and privacy-minded users), though with a smaller commercial footprint and limited premium plugin ecosystem.
- Amplitude: Product analytics platform with comparable funnel, cohort, and attribution features to Matomo's premium plugins. Less of a direct competitor today, but a credible alternative for digital analytics buyers standardising on a single platform.
Direct peers
- Piwik PRO: Enterprise privacy-first analytics suite that forked from the same Piwik codebase as Matomo. Competes most directly with Matomo's enterprise and EU-government track, with similar compliance claims and overlapping product surface.
- Fathom Analytics: Privacy-focused web analytics competing head-to-head with Matomo's Cloud offering, with similar dashboard-style reporting, freemium entry, and a strong 'Google Analytics alternative' content-marketing playbook. Same target buyer and same primary use case.
- Hotjar: Direct competitor across Matomo's premium add-ons, especially Heatmaps and Session Recording, and serves the same SMB/mid-market digital experience buyer with a similar freemium-to-paid motion.
- Simple Analytics: Privacy-first analytics platform competing for the same cohort of privacy-sensitive SMB and creator customers. Overlaps with Matomo on cookieless tracking, GDPR posture, and dashboard simplicity.
- Plausible Analytics: Privacy-first, lightweight web analytics SaaS that directly competes with Matomo's privacy positioning for SMBs and content sites. Both target users leaving Google Analytics and emphasise no cookies, no sampling, and EU-friendly data handling.
Broad incumbents
- Adobe Analytics: Enterprise analytics incumbent within the Adobe Experience Cloud. Competes with Matomo for large-enterprise web analytics deals, especially where cross-channel attribution and integration with marketing/creative tools matter.
- Google Analytics: The dominant incumbent Matomo explicitly positions against. Bundled free with Google ecosystem and ecosystem integrations, Google Analytics is the structural competitor that defines Matomo's privacy-first and data-ownership value proposition.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
InnoCraft Ltd social profiles
Digital presenceInnoCraft Ltd compliance and trust
Trust signalCompliance6 records
InnoCraft Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
InnoCraft Ltd leadership team
Management profileNumber of profiles
Profiles3 records
InnoCraft Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
InnoCraft Ltd 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 InnoCraft Ltd
What does InnoCraft Ltd do?
InnoCraft Ltd develops and sells Matomo, an open-source web analytics platform offered as a fully managed cloud-hosted service (Matomo Cloud) and a self-hosted solution (Matomo On-Premise). The platform provides privacy-first, GDPR-compliant website and app analytics with 100% data ownership, no data sampling, heatmaps, session recording, A/B testing, funnel analysis, and multi-channel conversion attribution. Revenue is generated through subscription plans, premium plugins, support plans, and professional services.
Is InnoCraft Ltd a public or private company?
InnoCraft Ltd is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was InnoCraft Ltd founded?
InnoCraft Ltd was founded in 2007. It employs 11 to 50 people.
Where is InnoCraft Ltd based?
InnoCraft Ltd is headquartered in Wellington, New Zealand, in the Oceania region.
How does InnoCraft Ltd make money?
Five revenue lines are on record. Matomo Cloud Subscription is the primary driver. The others are premium Plugins and Features, support Plans, matomo On-Premise (Free) and professional Services.
Who are InnoCraft Ltd's main competitors?
Emerging players on record are Mixpanel, Open Web Analytics and Amplitude. Direct peers are Piwik PRO, Fathom Analytics, Hotjar, Simple Analytics and Plausible Analytics. Broad incumbents are Adobe Analytics and Google Analytics.
Does InnoCraft Ltd have an API?
Yes. Matomo provides an HTTP API for automation and report fetching, as well as a PHP/Plugins API for customization. The platform also offers a Tracking API for server-side tracking to record purchases, subscription starts, and other backend events. Developer documentation is at developer.matomo.org.