Google Analytics 4 vs Matomo: Which Is Better in 2026?
A detailed comparison to help you choose the right analytics tool for your needs.
Our Pick: Google Analytics 4 (by a slight margin)
Google Analytics 4 edges out with a slightly higher rating (8 vs 7.5)
Quick Comparison
| Aspect | G Google Analytics 4(Winner) | M Matomo |
|---|---|---|
| Overall Rating | 8/10 | 7.5/10 |
| Starting Price | Free | $19/mo |
| Free Plan | ||
| Free Trial | ||
| Best For | any | medium |
| Ease of Use | 6/10 | 6/10 |
| Features | 9/10 | 8/10 |
| Value for Money | 10/10 | 8/10 |
| Support | 6/10 | 7/10 |
Overview
Google Analytics 4 (GA4) is Google's latest analytics platform with event-based tracking, cross-platform measurement, and machine learning insights. Free for most use cases.
Matomo (formerly Piwik) is an open-source analytics platform that can be self-hosted. Full Google Analytics replacement with complete data ownership.
Pricing Comparison
Better value: Google Analytics 4Google Analytics 4
Better ValueMatomo
Features Comparison
Winner: Matomo| Feature | Google Analytics 4 | Matomo |
|---|---|---|
| Web Analytics | ||
| Product Analytics | Basic | Limited |
| Heatmaps | ||
| Session Recording | ||
| Funnel Analysis | ||
| Privacy Focused | ||
| Real Time | ||
| Ab Testing | Via Optimize | |
| Data Retention | 14 months free | Unlimited (self-host) |
| Custom Events |
0
features unique to Google Analytics 4
3
features unique to Matomo
Pros & Cons
Google Analytics 4
Pros
- Completely free for most users
- Integrates with Google ecosystem
- Cross-platform tracking
- Machine learning insights
- Industry standard
Cons
- Steep learning curve (especially from UA)
- Privacy concerns in EU
- Interface can be confusing
- Data sampling on free tier
Matomo
Pros
- 100% data ownership
- GDPR compliant
- Similar to Google Analytics
- Free self-hosted option
- No data sampling
Cons
- Self-hosting requires technical skills
- Interface feels dated
- Cloud version gets expensive
- Steeper learning curve
The Verdict: Google Analytics 4 Edges Out
This was a close comparison, but Google Analytics 4 edges out Matomo with a slightly higher overall rating of 8/10 versus 7.5/10. Both are solid choices, but Google Analytics 4 offers a marginally better overall package.
Google Analytics 4's advantages include Completely free for most users and Integrates with Google ecosystem, though Matomo counters with 100% data ownership and GDPR compliant.
Our recommendation: We give the slight edge to Google Analytics 4, but don't count out Matomo if its specific strengths align better with your needs.
Choose Google Analytics 4 if you...
- • Need any website needing free analytics
- • Need google ads advertisers
- • Need cross-platform tracking needs
Choose Matomo if you...
- • Need organizations needing data ownership
- • Need government and healthcare
- • Need privacy-conscious enterprises
Ready to Get Started?
Read our full reviews:
* We may earn an affiliate commission when you visit these tools through our links. This doesn't affect our ratings or comparisons.