Matomo
More than just clicks: Understand user behavior with heatmaps, recordings, and form analytics in a 100% privacy-compliant way
Matomo (operated by InnoCraft) is a leading global open-source web analytics platform founded in 2007 and headquartered in Wellington, New Zealand.
Independent B2B performance index (0–100 points). It is calculated mathematically and without subjective influence from four verified pillars: company stability, aggregated feedback from publicly available online sources, documented compliance certifications, and operational transparency.
Headquarters
Willis St 150, 6011 Wellington, New Zealand
Employees
65
Founded
2007
Management
Adam Taylor
Overview
Matomo (operated by InnoCraft) is a leading global open-source web analytics platform founded in 2007 and headquartered in Wellington, New Zealand. With a team of around 65 employees, the company offers a privacy-focused alternative to traditional analytics solutions like Google Analytics. Matomo enables organizations to retain full data ownership, as the platform can be operated both as a cloud version and as a self-hosted on-premise solution. The platform stands out for its wide range of professional analysis tools. These include heatmaps, session recordings, form and funnel analyses, as well as an integrated tag manager and A/B testing. Through advanced privacy features such as IP anonymization, cookie consent management, and an integrated GDPR manager, Matomo helps companies comply with strict data protection regulations (including GDPR, HIPAA, CCPA, and LGPD). Matomo is certified according to ISO/IEC 27001:2022, guaranteeing the highest level of information security. The user interface is available in numerous languages, including German, English, French, Spanish, Italian, and Japanese. Today, over 1.4 million websites worldwide trust Matomo's ethical and transparent data analysis.
Core features
Compliance & security
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Data protection / privacy-first / GDPR compliance
Usability / clear interface / navigation
Feature set / web analytics / reports
Self-hosting / data sovereignty / control over data
Summary of customer feedback
Customer opinions on Matomo are overall predominantly positive, highlighting in particular the strong data protection, data ownership through self-hosting, and the wide range of features. Price and cost aspects as well as the sometimes higher technical effort are frequently mentioned as weaknesses; Matomo is particularly suitable for teams and companies looking for a privacy-oriented Google Analytics alternative with control over their own data.
AI-generated summary
🚀 Product updates & press releases
Matomo continues to focus consistently on privacy-compliant web analytics and strengthens its market position in the European B2B sector through targeted product updates. With the release of Matomo 5, system performance and the user interface have been significantly optimized to offer companies a powerful alternative to non-European providers. In addition, strategic collaborations with GDPR-compliant cloud providers reinforce the focus on absolute data sovereignty. B2B target groups such as public authorities, e-commerce operators, and large corporations benefit from simplified migration paths and flexible hosting options.
- •Product release: Matomo 5 introduces significant performance optimizations, a modernized database structure, and improved tracking capacities.
- •Compliance & data protection: Unrestricted GDPR compliance ensures privacy-compliant use without consent requirements for first-party hosting.
- •Partnerships & infrastructure: Expanded collaborations with European cloud infrastructure providers guarantee data storage within the EU.
- •Target groups & migration: Optimized GA4 import tools make it easier for B2B companies to seamlessly switch from Google Analytics to Matomo.
Source: Publicly available product updates or press releases from Matomo.
📰 Social media feedback about the product
Since no social media mentions from Reddit or X/Twitter were provided for the analysis, a content evaluation is not possible. No statements can be made about praise, criticism, specific features, or open questions. The assessment is based solely on this lack of data, which is why no active sentiment report can be drawn.
- •No mentions or social media data were submitted for evaluation.
- •Due to the lack of data, no concrete problems, target groups, or competitor comparisons can be identified.
Source: Publicly available social media posts (X/Twitter, LinkedIn, Reddit) from the last 12 months. The opinions shown come from users and do not represent BenchTrust's assessment.
See Matomo in action
Stockholm University chose Matomo to respect student privacy and for the platform's flexibility