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Matomo

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Panel rating · 6 judges · How to read the stars

Category median

Sovereignty: not determined

0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.

by InnoCraft Ltd · matomo.org

An AI-assisted analysis of public evidence — not a hands-on test.

Every score, rationale and verdict on this page is AI-generated. Every claim cites the source it was read from. Nothing here is a human star review — and no score can be bought. How scores are made →

Method and versions

The E-Commerce Marketing Lead v1.0 · The Data Protection Officer v1.0 · The Agency Developer v1.0 · The Growth Analyst v1.0 · The Public-Sector Site Owner v1.0 · The Skeptic v1.0 · rubric v1 · evaluated 30 Oct 2026

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Matomo at a glance

Vendor: InnoCraft Ltd
Headquarters: Not stated on the vendor’s pages as of 1 Nov 2026
Data hosting: Default not stated; pages mention Europe source, captured 29 Oct 2026
Free plan: Not stated on the vendor’s pages as of 1 Nov 2026
Panel verdict: The AI panel rates Matomo 4/5, the mean of 6 judges. Matomo is web analytics from InnoCraft Ltd, sold as Matomo Cloud or free GPL on-premise download. how scores are made
As of: Vendor pages captured 29 Oct 2026 to 1 Nov 2026; evaluated by the panel 30 Oct 2026. all sources

Matomo alternatives, European ones first →

Read this page as one judge. Each weighs the same scores by what they care about.

The E-Commerce Marketing Lead

Weighted verdict

Runs marketing for a Shopware shop selling outdoor gear in Germany and Austria, with a monthly ad budget split between Google, Meta and two price comparison sites. Since the consent banner went live, a third of the orders no longer show a source. Wants revenue per campaign that matches the shop backend, a checkout funnel that shows where carts are left, conversions sent back to the ad platforms, and numbers that hold without a click on "accept".

Same scores as the panel view — this lens weights them the way this judge cares.

Scored by The E-Commerce Marketing Lead

Panel median The E-Commerce Marketing Lead This judge’s scores over the panel median. Each label opens its reasoning below.

Scores per criterion, in stars out of 5
Criterion	Panel median	The E-Commerce Marketing Lead
Traffic, sources & campaign reports	4 of 5	4 of 5
Goals, events, funnels & e-commerce	4 of 5	4 of 5
Consent-free operation & data minimisation	4 of 5	4 of 5
Data access, export & self-hosting	4.5 of 5	4.5 of 5
Installation, integrations & performance	4 of 5	4 of 5
European sovereignty	4 of 5	4 of 5
Pricing transparency	3.5 of 5	3.5 of 5

Traffic, sources & campaign reports

How this is scored

What the standard reports show: page views, visits and visitors, entry and exit pages, referrers, search engines and social networks as sources, campaigns tagged with UTM parameters, countries, devices and browsers, a real-time view, date comparisons, segments and filters, custom dashboards, scheduled email reports, shared or public dashboards, and whether reports are sampled or complete.

0 — Not a web analytics product; website traffic cannot be measured with it.

3 — Page views and visitors over time with top pages and referrers; campaign parameters, segments and report sharing are basic or not described.

5 — A dashboard with pages, referrers, UTM campaigns, countries and devices, a real-time view, date comparison, filters across all reports, email reports, and dashboards shared with clients or colleagues.

8 — Custom segments and saved views, custom dashboards and report builders, channel grouping that can be configured, Search Console or ad platform data shown beside the traffic, unsampled reports stated, several sites and roll-up reporting in one account, and annotations.

10 — Reporting that a whole organisation runs on: custom dimensions and calculated metrics, anomaly alerts, multi-site and multi-brand roll-ups with roles per site, report accuracy and how visitors are counted explained in a published methodology, and every report reproducible from the raw data.

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The E-Commerce Marketing Lead

The standard reports give me everything my dashboards need — top pages, entry and exit pages, referrers, search engines and social, countries, devices and browsers — with campaign tracking that auto-detects Google Analytics parameters, custom segments using over 110 conditions, custom dashboards, scheduled email reports, annotations, an All Websites dashboard plus paid roll-up reporting, and unsampled data stated outright. Search Console keywords can even be imported into the referrer reports. I found no published methodology for how visitors are counted, which is the only thing keeping me a step below the top. 1 2 6 7 9 10

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Goals, events, funnels & e-commerce

How this is scored

How the product measures what visitors do: goals for pages and events, custom events with properties, outbound links, downloads, form submissions and scroll depth tracked without code, funnels with drop-off, e-commerce tracking of orders, revenue and products, attribution of conversions to channels and campaigns, cohorts and retention, and conversion data passed back to ad platforms.

0 — Counts page views only; no goals, events or conversions can be defined.

3 — Goals for a page or a custom event; funnels, revenue and attribution are basic or not described.

5 — Goals and custom events with properties, outbound links and file downloads tracked, funnels with drop-off per step, revenue attached to goals or orders, and conversions broken down by source and campaign.

8 — Full e-commerce tracking (products, cart, checkout, orders, revenue) with plugins for named shop systems, several attribution models compared, cohorts and retention, user journeys or paths, forms and scroll depth tracked without code, and conversions sent back to Google Ads, Meta or other ad platforms server to server.

10 — Conversion analysis to the level of a product analytics suite: multi-touch attribution explained, funnels and cohorts on any event or property, revenue reconciled with the shop system, predictive or anomaly metrics with their method stated, and every conversion traceable to the raw event.

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The E-Commerce Marketing Lead

E-commerce tracking is included in every plan and the integration directory names WooCommerce, Shopify and shopware — my shop system — while the paid funnels plugin shows where visitors drop off per step and can be segmented by marketing campaign. Events cover clicks, video plays, downloads and form submissions, cohorts and multi-channel attribution are documented, and an Advertising Conversion Export names Google Ads, Bing Ads and Yandex Ads. I found no public information on sending conversions back to Meta, or on reconciling revenue with the shop backend. 2 5 6 11 12

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Consent-free operation & data minimisation

How this is scored

What is collected and whether a consent banner is needed: a cookieless mode with how visitors are counted (daily hash, server-side fingerprint, no identifier), IP addresses truncated or not stored, no cross-site or cross-device profile and no use of data for the vendor's own purposes, data retention settings, opt-out and Do Not Track, a consent mode for features that do need consent, the vendor's stated reading of §25 TDDDG, the CNIL consent exemption and the authorities' rulings on Google Analytics, and guidance for the site's privacy policy. Where the data is processed is scored under sovereignty.

0 — Requires consent for every visit and sets tracking cookies with no privacy settings at all, or shares visitor data for advertising by default.

3 — IP anonymisation or a cookie setting exists and the product is described as GDPR-compliant; how visitors are identified, retention and the consent position are basic or not described.

5 — A documented cookieless or consent-free mode that states how visitors are counted, IP addresses truncated before storage, no cross-site tracking, retention configurable, an opt-out, a consent mode for the features that need one, and a data protection page explaining when a banner is required.

8 — The consent position stated against named law (§25 TDDDG, the ePrivacy Directive, the CNIL exemption or a DPA ruling), identifiers rotated or never created and the method published, personal data never stored by default, pseudonymisation and retention settings per data type, a legal opinion or external audit of the consent-free mode cited, and wording for the privacy policy supplied.

10 — Data minimisation that can be verified: the collection script and processing open to inspection, exactly which fields are stored documented, a consent-free mode recognised by a named authority or certified, accuracy with and without consent stated, and every privacy setting the customer controls listed with its effect.

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The E-Commerce Marketing Lead

The consent position is argued against named law: CNIL approval as one of the few tools usable without tracking consent, a one-click CNIL configuration, a TDDDG FAQ and the BfDI guideline, plus a published self-assessment against the CNIL criteria. Operationally there is opt-out tracking with a visitor opt-out form, cookieless tracking, IP anonymisation up to storing no IP at all, configurable retention, pseudonymisation features, a GDPR Manager and privacy-policy wording guides. For my German shop specifically the vendor recommends consent before tracking under German law, and e-commerce tracking, advertising conversion and raw data access fall outside the CNIL exemption — so consent-free does not cover my revenue data. 2 3 8 13 14

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Data access, export & self-hosting

How this is scored

Whether the data stays the customer's and can leave with them: a reporting API and a raw event export, CSV export of every report, a scheduled export or sync to a data warehouse or BI tool (BigQuery, Snowflake, Looker Studio), no data sampling or limits on history, import of historical data from Google Analytics or another tool, open-source code, and a self-hosted or on-premise edition the customer runs on its own servers.

0 — No export of any kind; the data can only be viewed in the vendor's dashboard.

3 — A CSV export of reports; an API, raw data and history limits are basic or not described.

5 — A documented reporting API, CSV export of all reports, the retention period for raw data stated, and an import of historical data from Google Analytics or a stated migration path.

8 — Raw event data exportable or streamed to a named warehouse or BI tool, an API covering both reporting and data collection, no sampling stated, a self-hosted or on-premise edition with its own documentation, and the data returned or deleted on termination under stated terms.

10 — The customer owns the data end to end: open-source code under a named licence that runs fully self-hosted with feature parity stated, a complete raw export in an open format that another tool can import, and the deletion of every copy on termination documented.

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The E-Commerce Marketing Lead

The code is open source under GPL, free to download and self-hostable with no data limit, backed by raw data export, a reporting and tracking API in CSV, JSON and XML, direct SQL access, an official connector for BigQuery and Snowflake, historical Google Analytics import, and bidirectional migration between Cloud and On-Premise. The data processing agreement promises export until 30 days after termination and deletion within 30 days, with backups purged after 60. Feature parity between the editions is only partly described — Cloud is described as partially extensible — which keeps me just short of a perfect score. 2 4 6 8 15

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Installation, integrations & performance

How this is scored

What it takes to install and run: the size and loading of the tracking script, plugins and documented set-ups for named CMS and shop systems (WordPress, TYPO3, Shopify, Shopware, WooCommerce), single-page apps and mobile SDKs, a tag manager or Google Tag Manager template, server-side tracking and first-party proxying to avoid ad blockers, team roles and permissions, client and agency accounts, single sign-on, and an uptime or status page.

0 — No documented way to install the product on a website or app.

3 — A tracking snippet to paste into the site; plugins, SDKs, server-side options and roles are basic or not described.

5 — A documented snippet with its size stated, plugins or guides for several named CMS and shop systems, support for single-page apps, team members with roles, and an agency or multi-site account.

8 — A lightweight script or server-side collection documented, a first-party proxy or own tracking domain, SDKs for iOS, Android and named frameworks, a tag manager integration, granular roles per site, single sign-on (SAML), and a public status page with uptime history.

10 — Installation that scales across an organisation: server-side and client-side tracking with an equal feature set, an infrastructure-as-code or API-driven site set-up, white-label for agencies, SLA and support terms published, and the performance impact of the script measured and stated.

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The E-Commerce Marketing Lead

Setup is one line of JavaScript or plugins for WordPress, TYPO3 and 100+ technologies including shopware, with a five-minute install, Softaculous, Installatron, a Debian package and an official Docker image, plus step-by-step guides and official iOS and Android SDKs. There is a Matomo Tag Manager, a Google Tag Manager template, and a documented tracker proxy that routes collection through my own domain, alongside per-website user access, SAML single sign-on and two-factor authentication. I found no public information on the tracking script's size, its measured performance impact, or a public status page with uptime history. 1 2 5 7 17 18

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European sovereignty

How this is scored

Who the contracting entity and the parent company are, where visitor data is collected, stored and processed, and who the subprocessors are (script CDN, collection endpoint, hosting, email reports, support and payment tools). Independently sourced by the sovereignty pipeline; visitor data is personal data under European rulings, so the whole chain counts, not only the database. A self-hosted or open-source edition the customer runs on its own European servers counts as the customer's chain, whatever the vendor's seat.

0 — Non-EU vendor and contracting entity, hosting unstated, subprocessors unnamed, and no data processing agreement offered.

3 — A privacy policy and a data processing agreement exist, but hosting location is unstated or non-EU and the subprocessors are not listed.

5 — EU hosting available and an EU contracting entity or EU representative, but parts of the chain (CDN, collection endpoint, email, support, payment) run through non-EU providers without a stated safeguard, or EU processing relies on a proxy in front of a non-EU service.

8 — EU hosting on named infrastructure, EU contracting entity, subprocessors listed with their locations, a data processing agreement published, and security certifications (ISO 27001, SOC 2) stated — or a self-hosted edition documented that keeps every visitor record on the customer's own servers.

10 — Sovereign end to end and evidenced: European ownership, entity, hosting and every subprocessor, or a self-hosted open-source edition with no call home, data export and deletion documented, and certifications published with their scope rather than implied.

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The E-Commerce Marketing Lead

The contracting entity is InnoCraft in New Zealand under the EU adequacy decision, with a Hamburg data protection officer and an EU representative, and Matomo Cloud runs on AWS in Frankfurt with backups in Dublin under a published data processing agreement and ISO 27001 certification; subprocessors such as Help Scout in the USA, Paddle in the UK and USA, and HubSpot with EU hosting configured are listed with their locations. Beyond the cloud, the documented On-Premise edition keeps every visitor record on my own servers in a country of my choice, where the subprocessor list does not apply — for my shop that means self-hosting in Germany is the fully sovereign route. The remaining caveat for Cloud buyers is a US-headquartered host and non-EU support and payment services in the chain. 3 4 6 7 8

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Pricing transparency

How this is scored

Whether a buyer can compute the real annual cost from public pages alone: price per tier by monthly page views or events, what happens when traffic exceeds the tier, the number of sites and users included, which features (e-commerce, funnels, raw export, API, SSO, longer retention) cost extra, the free tier and its limits, the self-hosted edition and its support, minimum term and setup.

0 — No public prices at all; every customer is a sales call.

3 — A starting price or a free tier exists, but how cost scales with traffic, sites or features is unclear.

5 — Tiers are public with their price per traffic band and main inclusions, but at least one commonly needed piece (overage, extra sites, raw export, SSO, longer retention) is unpriced or "on request".

8 — Every tier priced publicly with its scaling rule (page views, events, sites, users), overage handling stated, add-ons priced, the self-hosted edition's cost or licence stated, minimum term and VAT treatment stated.

10 — Complete price computability: annual cost derivable for a given traffic volume, site count and feature set, with every add-on, setup, support and overage fee and the cancellation and data-return terms published.

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The E-Commerce Marketing Lead

The pricing page names a tier at 22 EUR per month excluding tax with 30 websites, 30 team members and 24 months of raw-data retention included, an exact overage rule of 5,000 additional hits for 2.2 EUR, prorated plan changes, two months free on annual billing, a 21-day trial with no credit card, and the Data Warehouse Connector add-on from 5 EUR per month, while On-Premise is free to download forever. The captured pages do not show the full tier ladder for higher traffic, the minimum term, or what premium plugins cost on a self-hosted install, so I cannot yet compute the complete annual cost for every scenario. 3 4 6 11

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European sovereignty — proven facts

0 of 6 dimensions proven

Built only from facts shown on the vendor's own pages. A dimension we could not prove is left open, not scored as zero.

Legal entity	Not determined ⚠ unverified	—	uncited Report an error
Hosting location	Not determined ⚠ unverified	—	uncited Report an error
Hosting options	Not determined ⚠ unverified	—	uncited Report an error
Open source	Not determined ⚠ unverified	—	uncited Report an error
Data processing agreement	Not determined	—	uncited Report an error
Transfer impact assessment	Not determined	—	uncited Report an error

Questions about Matomo

Is Matomo European?

No. whats-best.ai classifies Matomo as Rest of world.

Where does Matomo store data?

The default storage location for customer data is not stated on the vendor’s pages as of 1 Nov 2026. The vendor’s pages mention Europe as hosting location, per the vendor’s page captured 29 Oct 2026.

Does Matomo have a free plan?

Not stated on the vendor’s pages as of 1 Nov 2026.

What are the best alternatives to Matomo?

As of 4 Nov 2026, the panel rates Piwik PRO Analytics Suite (3.5/5), Pirsch Analytics (3.5/5) and etracker Analytics (3/5) highest among the other 17 Web Analytics products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is Piwik PRO Analytics Suite (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: how scores are made. The full list, with European products first: Matomo alternatives.

Where this could be wrong

Evidence ages. The oldest capture behind this page is from 29 Oct 2026. Vendors change pricing and policies without notice; every fact reflects its source as of the capture date shown in the registry.
Weak sourcing — Open source, Legal entity, Hosting location, Hosting options. Not confirmed on the vendor’s own pages as captured.
AI can misread a source. Extraction and judgement are automated; a citation guarantees traceability, not infallibility. If something here is wrong, say so — no account needed, every report is decided within 5 business days, and accepted corrections are published.

What we left out

A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.

4 product facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material. Know more? Tell us
3 legal facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material. Know more? Tell us
3 subprocessors facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material. Know more? Tell us
2 compliance facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material. Know more? Tell us
2 pricing facts could not be confirmed on the vendor’s page as captured and were left out of this page and of the panel’s material. Know more? Tell us
1 integrations fact could not be confirmed on the vendor’s page as captured and was left out of this page and of the panel’s material. Know more? Tell us
4 sovereignty dimensions could not be confirmed on the vendor’s own pages and are shown as unknown. Know more? Tell us
6 of the readings below were written against an earlier fact sheet — a fact has been corrected, added or pulled since. Until the panel next runs on this product you are reading the older judgement. Know more? Tell us

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Sources (20)

The pages every claim on this page was read from — each one checked, dated, and kept verifiable.

1 Vendor homepage matomo.org Checked 29 Oct 2026 Details →
2 Features page matomo.org Checked 29 Oct 2026 Details →
3 Features page (GDPR and consent) matomo.org Checked 29 Oct 2026 Details →
4 Features page (self-hosted edition) matomo.org Checked 29 Oct 2026 Details →
5 Integrations page matomo.org Checked 29 Oct 2026 Details →
6 Pricing page matomo.org Checked 29 Oct 2026 Details →
7 Privacy policy matomo.org Checked 29 Oct 2026 Details →
8 Data processing agreement (dpa) matomo.org Checked 29 Oct 2026 Details →
9 Traffic, sources & campaign reports — found from sitemap matomo.org Checked 29 Oct 2026 Details →
10 Traffic, sources & campaign reports — found from sitemap matomo.org Checked 29 Oct 2026 Details →
11 Goals, events, funnels & e-commerce — found from sitemap matomo.org Checked 29 Oct 2026 Details →
12 Goals, events, funnels & e-commerce — found from sitemap matomo.org Checked 29 Oct 2026 Details →
13 Consent-free operation & data minimisation — found from sitemap matomo.org Checked 29 Oct 2026 Details →
14 Consent-free operation & data minimisation — found from sitemap matomo.org Checked 29 Oct 2026 Details →
15 Data access, export & self-hosting — found from sitemap matomo.org Checked 29 Oct 2026 Details →
16 Data access, export & self-hosting — found from sitemap matomo.org Checked 29 Oct 2026 Details →
17 Installation, integrations & performance — found from sitemap matomo.org Checked 29 Oct 2026 Details →
18 Installation, integrations & performance — found from sitemap matomo.org Checked 29 Oct 2026 Details →
19 Security / trust page — found from the homepage matomo.org Checked 1 Nov 2026 Details →
20 Open-source licence page — found from the homepage matomo.org Checked 1 Nov 2026 Details →