Is Matomo the Google Analytics Killer?
I have learned to rely on Google Analytics over the years, and to bypass most alternatives. That’s why the transition to Google Analytics 4 (GA4) is so troublesome. GA4 has a steep learning curve, a spotty data model, and many gaps and frustrations. GA4 feels like it's not ready for prime time. Because of this, we may be on the verge of another analytics revolution, where we need to consider our options and look for the right analytics platform rather than defaulting to the most familiar.
That’s why I have been trying out Matomo for the last couple of weeks, and I am impressed by what I have seen so far. Matomo is an open-source web analytics platform that offers many features and benefits that GA4 does not. Of course, there are also some drawbacks and limitations that I need to explore further, and my trial account may not allow me to test everything. But based on my initial experience, I can confidently say that Matomo is at least as good as GA4, if not better, for out-of-the-box analytics and privacy concerns.
To illustrate this point, I have created a table of pros and cons below. This is not an exhaustive list, but it covers some of the main aspects that stood out for me in the last two weeks.
Google Analytics 4
Available but not tested:
Matomo is looking very strong, especially in the face of the GA4 complications and shortcomings. I would use Matomo first and GA4 second at this point. Even though it is not free, the pricing is reasonable.
Here are some screenshots features that I found helpful and unique:
Overall, I would recommend considering Matomo if you are looking for an alternative to GA4, or simply looking for a web analytics platform that meets your needs and expectations. The ease of use., on-prem options, historical Google Analytics import, and out-of-the-box tracking capabilities make this an easy tool to adapt and transition to.