Google Analytics 4 vs Matomo
Updated June 2026 · A structured head-to-head comparison.
The standard for web analytics.
The verdict
Both Google Analytics 4 and Matomo are credible web analytics tools, and the right pick comes down to your priorities.
Google Analytics 4 — The standard for web analytics.
Matomo — The privacy-respecting Google Analytics alternative.
Google Analytics 4 vs Matomo: side by side
| Dimension | Google Analytics 4 | Matomo |
|---|---|---|
| Starting price | Free | Free – $23/mo |
| Free plan | Yes | Yes |
| Pricing model | Freemium | Freemium |
| Best for | Everyone, Marketers | Privacy Conscious, Enterprise |
| Platforms | Web, Api | Self Hosted, Web |
| Rating | 4.5/5 | 4.4/5 |
Google Analytics 4 key facts
- Vendor
- Pricing
- Freemium — Free
- Free tier
- Yes
- Platforms
- Web, Api
- Best for
- Everyone, Marketers
- Editor rating
- 4.5 / 5
- Founded
- 2005
- Headquarters
- Mountain View, CA, USA
Matomo key facts
- Vendor
- Matomo
- Pricing
- Freemium — Free – $23/mo
- Free tier
- Yes
- Platforms
- Self Hosted, Web
- Best for
- Privacy Conscious, Enterprise
- Editor rating
- 4.4 / 5
- Founded
- 2007
- Headquarters
- Wellington, New Zealand
Frequently asked questions
Is Google Analytics 4 better than Matomo?
Neither is universally better — Google Analytics 4 edges ahead on overall rating, but the best choice depends on price, platforms, and your use case. See the side-by-side table above.
Is Google Analytics 4 or Matomo cheaper?
Google Analytics 4 is the more affordable of the two to get started, at free. Google Analytics 4 starts at free; Matomo starts at free – $23/mo.
Can Google Analytics 4 replace Matomo?
Yes for most teams — both are web analytics tools with heavily overlapping features. The main trade-offs are pricing and platform support, covered in the comparison above.