Matomo

Open Source

Open source web analytics with 100% data ownership. Self-host for free.

Generous Free TierOpen Source

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About Matomo

Matomo is one of the most established open source analytics platforms, used by over 1 million websites worldwide since 2007. It gives you 100% ownership of your data, which is particularly important for businesses that need GDPR compliance without compromises.

Full Analytics Suite

Unlike lightweight alternatives, Matomo includes features typically found in premium tools: heatmaps, session recordings, A/B testing, funnels, and custom reports. All of this is available for free when self-hosted.

What You Get

Web analytics - Visitors, pageviews, bounce rates, and engagement metrics
Heatmaps - Visualize where users click and how far they scroll
Session recordings - Watch real user sessions to identify friction
A/B testing - Test page variations and measure results
Funnels - Track conversion paths and identify drop-off points
Tag manager - Built-in tag management without needing a separate tool
Custom reports - Build reports tailored to your specific KPIs

Self-Host or Cloud

Self-hosting is free with no data limits. The cloud version starts at $23/month. Matomo also has a dedicated WordPress plugin that makes installation on WordPress sites straightforward.

Key Features

Web analytics

Heatmaps

Session recordings

A/B testing

Funnels

Custom reports

Tag manager

GDPR compliant

Pros & Cons

100% data ownership

Feature-rich

GDPR compliant out of the box

WordPress plugin

Self-hosting can be complex

UI less modern than alternatives

Cloud version is expensive

The free plan in practice

What you can actually do on Matomo's free plan (Unlimited if self-hosted), where it stops, and when it's worth paying.

What you can do free

Unlimited websites
Unlimited data
Heatmaps
Session recordings
Full data ownership

Where it stops

Self-hosting required for free
Cloud starts at $23/mo

When to upgrade to a paid plan

Self-hosted Matomo is free and unlimited. Pay only for Matomo Cloud if you'd rather not host it yourself, or for premium plugins (heatmaps, A/B testing) you specifically want. The core analytics never require an upgrade.