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Choosing the right web analytics tool today is about more than just numbers - it directly affects data protection, control over user data and legal security. Matomo vs Google Analytics will therefore become a key issue for operators of websites with strict data protection requirements in 2025.
Key points
- Data sovereigntyMatomo allows full control over all collected user data.
- Data protectionGDPR functions are built into the Matomo system, Google Analytics remains problematic.
- Data qualityMatomo bypasses adblockers better and does not use sampling.
- FunctionalityMatomo contains additional analysis tools such as heat maps and visitor recordings.
- OperationMatomo requires a little more technology, but offers maximum control - Google Analytics works directly via the cloud.
Many operators still underestimate how important full data sovereignty is for their web analytics. This is not just about avoiding fines, but also about trust: Website visitors and customers increasingly expect transparency and compliance with applicable data protection regulations. Those who rely on Matomo send a clear signal that user data will not be passed on to third parties and that information will be handled sensitively.
It is also worth taking a look at long-term strategies: If tracking data is stored on your own systems, historical data records can also be saved for the long term and used for later analyses. With a cloud-based service such as Google Analytics, interfaces, data protection rules or access mechanisms can change at any time, leading to uncertainty in the long term. The independence and flexibility that Matomo offers here is therefore not just a short-term argument, but also a strategic decision for the coming years.
Data protection and data control: the crucial difference
There are huge differences between Matomo and Google Analytics when it comes to Data protection and control. While Google Analytics transfers all the information it collects to US servers in the cloud, Matomo keeps the data local - provided you opt for a self-hosted solution. This is precisely the crucial point for website operators with sensitive projects in the EU.
Matomo allows you to decide for yourself whether and how IP addresses are anonymized, cookies are set and user data is stored. In many cases, this even enables legally compliant processing without prior consent. Google Analytics, on the other hand, requires your consent and regularly leads to legal gray areas due to automatic data transfer to the USA.
This difference is particularly significant following the rulings on data protection guidelines and cookie use in the EU. Do you want full data sovereignty? Then there is no way around self-hosted Matomo.
In many cases, the question arises: Is it even possible to find a secure legal basis for Google Analytics in Europe? Various supervisory authorities have recently emphasized that the risk of data transfers to the USA is high and website operators can be liable for this. Matomo has a clear advantage here: by processing the data locally, the risk is drastically reduced and you have full control over technical settings at all times. This increases planning security, as strict data protection calendars, such as new EU regulations or possible tightening of the GDPR, could otherwise quickly become a problem.
Matomo is also placing greater emphasis on the growing area of "privacy by design". More and more companies and authorities want to integrate data protection directly into their processes and systems. Matomo's frameworks and plugins allow the systematic integration of corresponding functions such as anonymization and cookie avoidance. This not only makes data collection transparent, but also automates the implementation of legal regulations in the background. The result: legally compliant analyses without the excessive use of cookie banners and consent processes.
Data quality and completeness: clear advantages with Matomo
An often underestimated point in the Matomo vs Google Analytics-The main reason for this comparison is the quality of the data collected. Adblockers and privacy initiatives are increasingly blocking third-party tracking scripts - and Google Analytics is particularly frequently affected. The result: distorted figures and difficult optimizations.
Matomo offers effective solutions for this. With server-side tracking, user interactions can be recorded even if they are blocked by the browser. In addition, Matomo does not use so-called sampling - random samples, such as those carried out by Google Analytics for high traffic, are not used. This gives you seamless reports, regardless of the number of visitors.
The more precise recording makes Matomo ideal for companies that do not need estimated values, but rather a reliable basis for decision-making for marketing and product development.
The presentation of the data also plays a decisive role. While Google Analytics uses an extrapolation for high traffic, it can happen that certain page segments or user profiles are only roughly recorded. Matomo, on the other hand, provides you with clean statistics that are broken down precisely. This allows you to identify even more clearly which pages are performing particularly well, how individual campaigns are developing and which user segments offer the most value. This allows marketing budgets to be planned in a more targeted manner and projects to be prioritized effectively.
The extensive configuration options in Matomo even allow specific segmentation - for example by date, time, country, device type or defined events. In contrast, Google Analytics quickly reaches its limits, especially in the free versions. More in-depth segmentation is then associated with additional costs or complicated workarounds. Matomo remains flexible here: there are hardly any limits to the creation of individual reports and metrics.
Anyone who is particularly dependent on a reliable evaluation of conversion paths will find Matomo a decisive advantage. Individual touchpoints in particular - from the first website contact to the final purchase - can be mapped seamlessly without external tools filtering or incompletely recording data. This completeness allows a realistic view of visitor behavior and improves marketing and sales decisions in the long term.
Comparison of functions: Who offers what?
A comparison of analysis functions shows that both tools cover core functions such as page views, bounce rate, dwell time and conversion funnels. However, it is the extended options and their use that are decisive.
The following table shows a direct comparison of key functions:
| Function | Matomo | Google Analytics |
|---|---|---|
| Page views & behavior | ✔ | ✔ |
| Heatmaps & session recording | ✔ (integrated) | ✘ (only via third-party provider) |
| Form tracking | ✔ | ✔ (indirect) |
| Custom Event Tracking | Unrestricted | Partially limited |
| Google Ads integration | ✘ | ✔ |
While Google Analytics shows its strengths when connected to advertising networks, Matomo offers comprehensive analysis functions without external tools. This ensures efficiency and data protection at the same time.
With Matomo, you can use plugins and extensions to adapt the software to almost any scenario. The integration of heatmaps and session recordings, for example, is not just a practical bonus, but often an essential component for gaining deeper insights into user behavior. This makes it possible to answer questions such as: "Why are users leaving this particular page?" or "Which elements are clicked on most frequently?". Google Analytics only provides such insights in a roundabout way.
At the same time, Matomo continues to build on a strong ecosystem: developer communities and providers of specialized plugins are continuously increasing the functionality. This creates options, for example for precise customer journey analysis or e-commerce integration, which can be installed and configured with just a few clicks. You always retain control over what data is collected and stored.
Those who want more in-depth marketing automation can also link Matomo with CRM systems or newsletter tools. In this way, web analysis and customer management are combined in a data protection-compliant framework that does not rely on third-party cloud services. This is particularly interesting for companies that keep sensitive customer data in Europe and want to use modern analysis methods at the same time.
License, costs and technical operation
The basic version of Google Analytics remains free of charge - but for professional requirements, there is almost no way around the paid Analytics 360. The catch: this version can cost several thousand euros a year. Matomo, on the other hand, is open source and can be used free of charge, but requires a technical setup if self-hosted.
Some additional Matomo modules are subject to a fee, but the price range is significantly lower (e.g. 29-99 euros per year per feature). The decisive factor is that you do not buy usage rights, but retain control over the system, data model and storage. This remains a strong argument for companies that process sensitive data or pursue their own hosting strategies.
Matomo is also particularly suitable for hosting and control in connection with GDPR - further information on this can also be found at legal data protection compliance from websites.
Although the self-hosting option requires a certain amount of technical know-how, companies often already have their own server infrastructures, which can be quickly expanded with Matomo. It also makes sense to make a precise economic comparison: although Google Analytics may not incur any direct costs in its basic form, subsequent upgrades or indirect risks can be considerable. There are also aspects such as support, further development and possible restrictions on the range of functions. With Matomo, you are largely in control of these factors: you decide when updates are installed and what resources you use for maintenance. In many cases, this reduces operating costs in the long term.
Another factor is scaling: Matomo can adapt to the traffic volume of your projects without incurring additional fees. With very high visitor numbers, it may make sense to upgrade the server capacity or optimize the system. But even with highly frequented portals, Matomo remains calculable in terms of costs. Google Analytics, on the other hand, has clear limits in the free version and can only be expanded by making additional payments or switching to Analytics 360, which can quickly lead to high items in the IT budget planning.
Safety and long-term operation
Matomo offers security at code and server level. All data remains on systems that you manage yourself - no third-party provider has access, no automated data transfer takes place. You control updates manually or automate them internally. This independent structure increases data security in the long term.
Google Analytics is completely cloud-based. The user-friendliness is high, but this means a loss of control. The tool works automatically, but you do not determine how and where your user data is processed.
In addition, the topic of cybersecurity is becoming increasingly important in 2025. With Matomo, you largely shield your analytics data from external attacks. With your own servers and configurable firewalls, you minimize the attack surface, whereas with a cloud service such as Google Analytics, you have to place more trust in the provider's security standards. Although Google undoubtedly offers a high level of security, as a user you have little opportunity to influence these processes or to shape them according to your needs.
In the long term, complete control over data processing not only offers a secure solution, but also one that is fit for the future. Should new regulatory requirements, such as possible tightening of the ePrivacy Regulation, come into force, the technology can be quickly adapted in-house. With Matomo, you remain flexible and do not have to rely on Google or other providers converting their systems to be compliant in good time. This shows once again how closely technology and legal issues are now intertwined and how important it is to manage your own analysis data with confidence.
Areas of application and target groups
Which tool is right for the project in question? This decision depends heavily on the project objective and the legal requirements.
Matomo is particularly suitable for:
- Websites of state institutions
- Web projects in the healthcare or financial sector
- Content portals with many user interactions
- Technically self-sufficient platforms with their own server access
Google Analytics is used more for marketing-oriented applications where the focus is on fast integration and campaign evaluations. Thanks to the close link to Google Ads and the Search Console, it is more widely used for performance-driven websites.
In practice, however, it is becoming increasingly apparent that companies from the e-commerce sector are also relying on Matomo. In addition to data protection compliance, they appreciate the high level of flexibility: product categories, shopping cart processes and checkout functions can be analyzed individually. This provides a comprehensive picture of where customers drop out, what they are particularly interested in and how prices or campaigns can be optimized.
For government institutions and organizations that are subject to strict guidelines, Matomo is virtually without alternative. Public bodies often have to account for how data is collected and secured. A cloud service can quickly become a problem if data is transferred to third countries. With Matomo, such institutions are making a clear statement for responsible and compliant tracking. The simple adaptation to national and European guidelines enables a legally compliant approach at all levels.
Even smaller blogs or learning portals are using Matomo more and more frequently. Here in particular, the avoidance of extensive cookie banners is a plus point, and awareness of tracking alternatives is also growing steadily. More and more end users attach importance to the protection of their privacy. By communicating transparently about the use of Matomo, website operators can create trust and emphasize that they do not collect unnecessary user data or forward it to Google.
Legal compliance without compromise
Legally compliant tracking is becoming increasingly important. Especially in Europe, it is now essential to use analytics tools in compliance with the regulations. Matomo makes it easy for you: by deactivating cookies and anonymizing IPs, visitors can also be recorded in a data protection-friendly manner.
A lean data protection report, low cookie dependency and complete server sovereignty speak in favor of Matomo. The configuration can be supplemented by tools such as the WordPress statistics comparison easy to evaluate.
However, the constantly changing legal situation also poses challenges: whether cookie regulations, consent management or asset tracking - it has become clear in recent years that European institutions are keeping a close eye on compliance. If you don't want to risk warnings, you need a future-proof solution that can be adapted. Matomo can react quickly to legal changes by allowing you to control which tracking methods are used. You don't have to wait for updates or decisions from a global provider.
Organizations also benefit from predictable collaboration with data protection officers. If there are questions about data storage or deletion concepts, the in-house team can provide precise information and make adjustments if necessary. This point is irreplaceable, especially in sensitive sectors, such as when health data or personal information is collected. This shows that legal compliance is not just a formal obligation, but can be closely linked to corporate strategy and marketing success.
Summarized: Why Matomo 2025 has the advantage
Matomo vs Google Analytics - This comparison shows: Anyone who takes data protection seriously can hardly avoid Matomo. The clear focus on data control, self-determined configuration and comprehensive range of functions make Matomo a favourite for companies and organizations with high standards. The freedom to leave data entirely in your own system is not just a convenience, but a necessity in times of increasing regulation.
Google Analytics remains technically strong, especially with regard to marketing tools and Google integration. If legal risks do not play a major role, it may be sufficient. But the trend is clearly moving towards control rather than convenience - Matomo is ahead.
In addition, Matomo is continuously being developed. The developer community reacts quickly to feedback and legal changes. New features that capture user behavior even more granularly are implemented without the need for in-depth intervention in existing systems. Matomo thus combines a high degree of flexibility with pragmatic user-friendliness.
The trend towards self-managed tracking is likely to continue to grow, particularly with a view to 2025 and beyond. Stricter data protection laws, a growing awareness of privacy in society and a general desire for independence from large US corporations are driving forces. Those who rely on Matomo at an early stage create a competitive advantage by future-proofing their own web analysis and at the same time gaining the trust of users. In the long term, this pays off in the form of stable customer relationships and a solid database for strategic decisions.
