Google Analytics 360 vs Matomo

HubSpot Marketing Hub

Zoho Analytics

Adobe Analytics

Mixpanel

Fathom

Longview Tax

Compare Google Analytics 360 and Matomo based on features, pricing, verified reviews, integrations & more on GetApp. Find out which software is best for your business in 2026.

Zoho Analytics is a self-service BI and analytics platform that helps users get new insights from their business data.

HubSpot Marketing Hub is a scalable, all-in-one platform for inbound marketing, combining content marketing, marketing automation, social media, analytics, and more, for marketing teams of all sizes to grow traffic, convert leads and track customers, all in one place

Mixpanel helps companies build better products through data. With our powerful, self-serve product analytics solution, teams can easily analyze how and why people engage, convert, and retain to improve their user experience.

Enterprise-level analytics platform for marketers, BI staff, and online businesses to gain insights into customer website interactions.

A/B Testing

Access Controls/Permissions

Activity Dashboard

Ad hoc Reporting

Alerts/Notifications

Analytics

Augmented Analytics

Behavior Tracking

Campaign Management

Campaign Tracking

Charting

Collaboration Tools

Conversion Tracking

Customer Database

Customer Journey Mapping

Customer Segmentation

Customizable Dashboard

Customizable Reports

Dashboard

Dashboard Creation

Data Aggregation

Data Capture and Transfer

Data Connectors

Data Discovery

Data Import/Export

Data Integration

Data Management

Data Visualization

Forecasting

Funnel Analysis

Indexing

Intelligent Search

Interactive Reports

Keyword Tracking

KPI Monitoring

Machine Learning

Marketing Reports

Monitoring

Multi-Channel Data Collection

Multiple Data Sources

Pageview Tracking

Performance Metrics

Product Data Management

Real-Time Analytics

Real-Time Data

Real-Time Monitoring

Real-Time Reporting

Recommendations

Referral Tracking

Reporting & Statistics

Reporting/Analytics

Search/Filter

Single Page View

Site Search Tracking

Tagging

Third-Party Integrations

Time on Site Tracking

Usage Tracking/Analytics

User Interaction Tracking

User Management

Visualization

Website Analytics

Widgets

Google Analytics 360

Android

Web-based

Owner

I believe it is a great asset for  any business. Once setup it is extremely easy to use and gives valuable insights to improve and thrive your business.

SVP Marketing

I love that this is free and easy to use. It's important to set up goals and conversations and then track them over time.

Director

Overall, positive experience using Google Analytics. Has some good points and is free for deployment,  and the reports and visualisation give a nice snapshot on the audience base.

I was having problems configuring my Google Analytics, and I couldn't figure out what was wrong.

Digital Marketing Specialist

I have used it for a few years now and it has been useful for each company I have worked with. It is great at giving free information on your company and website.

Owner 

I like that it shows you where most of your traffic comes from, what customers like to see and are looking at most often. It helps me to structure ads better as well.

PPC Strategist

Some reps seem to be less knowledgeable than you are. Some seem to completely misunderstand your questions and then fail to reinterpret.

Analytical Consultant

I am a huge fan of Google Analytics. It's very easy to implement and if you know how to use, it is very powerful.

Entrepreneur

I sincerely hope, they will keep the good work and add more features and make it a user-friendly tool and we will help them by recommending it to our friends and family members.

Analytics Manager

In addition my biggest frustration is the correspondence (or lack there of ) between GA and Search console.

Designer

In a way I see it as a problem are identifier that is incapable of identifying the problem itself.

Helpline Agent 

I love that you can earn a certificate to better understand how to use the application. I love that for small businesses that there is little to no cost.

Final art editor

The software has a great data visualization and helps you identify the best and worst-performing pages.

Founder & CEO

I'm raising capital for my tech company, so google analytics is great to check daily, weekly and monthly traction. It is also super easy to export reports and share with potential investors.

CEO 

Google analytics is just amazing. East to understand, inexpensive, and always very helpful to understand our website traffic.

Customer success manager 

The software is easy to use and seamlessly integrates with other applications for video analysis. This easy integration makes it user friendly.

The customer support does an outstanding job and the analytics are accurate. If you have an Adsense account this tool lets you analyze the traffic, keyword, and earnings from your ads with accuracy.

Managing Director 

This helps me to taylor my website to ensure that it is customer friendly. Google Analytics allows me to see how many persons visit my website daily and in real time.

Google Analytics 360 screenshot: Analyze daily visits, traffic types, & time on site by country

Google Analytics 360 screenshot: Google Analytics custom dashboard

Google Analytics 360 screenshot: Google Analytics audience demographics reporting

Google Analytics 360 screenshot: View website data in real time with Google Analytics

Google Analytics 360 screenshot: Connect sales, marketing and advertising data

Google Analytics 360 screenshot: Generate reports to see what's working and fix what's not

Freelancers

Large Enterprises

Mid Size Business

Non Profit

Public Administrations

Small Business

Fathom is a financial analysis and management reporting tool, designed to help users monitor trends, assess business performance, and identify opportunities for improvement. Integrations with QuickBooks, Xero, and MYOB, allowing users to import financial data directly from their accounting software.

Adobe Analytics empowers marketing, product, and business teams with insights to understand their customers and the journeys they take across digital channels, products, content, and services. 

Longview Tax is a corporate tax management solution that provides businesses with tools for managing tax strategies, collecting data, provisioning, and reporting on taxes. The cloud-based platform also offers tools for tax planning and helps businesses create data-driven strategies.

Choose a powerful analytics solution that respects data privacy and ownership.  

Matomo is the trusted analytics solution for over 1.5 million websites globally.

Behavioral Analytics

Campaign Analytics

Customer Profiles

Customizable Branding

Customization

Data Analysis Tools

Data Cleansing

Data Quality Control

Drag & Drop

For Websites

Goal Setting/Tracking

Heatmaps

Multi-Channel Attribution

Multiple Site Management

Private Dashboards

Public Dashboards

Scheduled/Automated Reports

Screen Activity Recording

Self Service Data Preparation

SEO Management

Statistical Analysis

Visual Analytics

Matomo

Linux

Windows

Director of Engineering

A user and administrator/engineer, and Matomo is by far the best one, in terms of features, ease of use, integration, and tracking, absolutely amazing work by Matomo team, bravo.

Analyst

Matomo behaved as a quality alternative for content search on our intranet and has met our expectations with an excellent cost-benefit ratio and ease of use.

The platform has been around a long time (formerly Piwik) and has proven to be very reliable. Using the API to create custom reports is also easy and super useful.

Webmaster & Writer

I really appreciated the ease of installation, both as a solution and also the deployment on my sites. If you have already used competing solutions, the operation is intuitive.

President

Matomo gives you great inside into your unique visitors and their characteristics. It is great to see, how long visitors remain on the side and what actions they take.

Marketing consultant

Overall Matomo works great and can be a good supplement or replacement for Google Analytics.

Web Developer

I love how everything is very user friendly and laid out in a way that a non-technical user can understand.

Developer

Despite this, Matomo's advanced features and ability to be customized to specific needs make it a powerful tool for those who are willing to invest the time to learn it.

A good replacement to Google Analytics that respect privacy.

Using Matomo, then piwik, we were able to greatly improve the responsiveness of the website and react to the user experience. It also helps in defining KPIs for our Marketing.

Senior Product Designer

It's more clear and better UX. It's open source and you can host it on your own server.

Founder

Recurring error while trying to update or customize the tool.

Marketing Strategist

What we are still missing is the simple linking option with Google Ads and other PPC ad providers.

I am very satisfied with Matomo, it is a very well engineered product.

Creative Head

After using Matomo for over 3 years, there simply is nothing to dislike about it. Any dislike that arises would be purely because of bad hosting or bad configuration.

If a page had very little access, it is difficult to find its data in the reports, as it only displays the most accessed.

Matomo screenshot: Dashboards in Matomo offer you the ability to include various types of analytics data on a single page. You can customise your dashboards to focus on your website goals and then optimise them with the specific data you need.

Matomo screenshot: The Visits Log is useful to browse individual user sessions on your site and understand what your visitors were looking for, whether they found an answer, or to see which pages they looked at before converting your goals.

Matomo screenshot: Heatmaps shows you visually where your visitors try to click, move the mouse and how far down they scroll on each page. Now you can effortlessly discover how your visitors truly engage with your most important web pages.

Matomo screenshot: Understand what marketing channels and campaigns are working for your business, what aren't, and shift your marketing efforts accordingly to gain more visitors, more effectively, with less costs.

Matomo screenshot: The combined keywords report gives you all keywords searched by your users across all search engines. For each keyword, you get the number of clicks, the number of impressions, the ClickThrough rate and the search result position of your website.

Google Analytics 360 vs Matomo Comparison (2026)

Google Analytics 360

Matomo

Overview

Video & Screenshots

Pricing

User reviews

Key features

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Alternatives