If you’re looking to analyze your website’s traffic, Google Analytics is likely the first tool that comes to mind, as it is used by about 84% of websites with known analytics tools, according to W3Techs.
However, popularity doesn’t always equate to the best fit for everyone. Google Analytics has its drawbacks, such as:
- The interface is more complex than what most users need.
- You’re entrusting all your data to Google.
In this review of Matomo Analytics for WordPress, we’ll explore one of the top Google Analytics alternatives for WordPress users. Matomo is an open-source solution that gives you full control over your data and allows you to access all your statistics directly from your WordPress dashboard.
While the name Matomo may be unfamiliar, it is actually a rebrand of Piwik, one of the oldest open-source web analytics tools. Piwik was launched back in 2007 and was rebranded as Matomo in early 2018.
Let’s start by discussing the features offered by Matomo’s dedicated WordPress plugin, followed by a hands-on demonstration of how Matomo Analytics for WordPress operates on a live website.
Key Features of Matomo Analytics for WordPress
Matomo Analytics for WordPress is a specialized WordPress plugin version of the open-source Matomo analytics software. The core plugin is free, with optional paid add-ons offering extended features.
It aims to serve as a complete substitute for Google Analytics or any other web analytics tool you might be using. The plugin is entirely self-contained – simply install it, and your analytics are good to go. Without the plugin, you would have to manually install the open-source software on your server.
Matomo categorizes its core reports into similar high-level categories as Google Analytics. You gain insights from:
- Visitors – including visitor countries and device usage.
- Behavior – tracking visitor interactions like popular content and downloads.
- Acquisition – identifying visitor sources such as search engines and social networks.
- eCommerce – analyzing product and sales data for eCommerce stores, akin to Enhanced Ecommerce tracking in Google Analytics.
- Goals – defining custom goals for tracking.
Additional features include:
- Tag Manager – for adding other scripts to your site.
- Campaign tracking – implementing UTM tracking.
- GDPR support – includes a tool for user tracking opt-out to comply with GDPR.
All of these features are available for free. With premium add-ons, you can access features like heatmaps, session recordings, form analytics, media analytics, custom reports, search engine keywords performance data, and much more.
Wondering why you might choose Matomo Analytics for WordPress over Google Analytics? The primary reasons include:
- Data privacy and ownership: Matomo is open-source, meaning all data and code reside on your servers. You maintain complete control, providing peace of mind to you and your users regarding data privacy.
- User-friendly interface: Matomo offers a more straightforward interface suited for regular website owners, covering the needs of most users effectively and presenting information more clearly.
- Direct access from WordPress: You can view your stats within your WordPress site without needing to navigate to a separate platform.
Moreover, Matomo can track 100% of your data without data sampling, which is typical of Google Analytics’ free version for high-traffic sites.
Pricing of Matomo Analytics for WordPress
The core Matomo Analytics for WordPress plugin is free and sufficient for most users.
If you desire premium features, they are available for individual purchase at varying prices:
- Heatmaps and session recordings – $119
- Form analytics – $89
- Media analytics – $89
- Custom reports – $119
- Funnels – $99
- SEO keyword performance – $79
- Cohorts – $59
- User flow – $39
- Multi-channel conversion attribution – $39
These prices are for a single-site license, with higher prices for multiple sites. Additionally, a bundle of all extensions can be purchased for $512, providing about a 23% savings compared to buying individual extensions.