Comparison of Google Analytics and Matomo. What is the difference between them?
Google Analytics is the most widespread tool used for web analytics. Based on data from a website or application, it can display various overviews and create analyses that are crucial for the website's operation. Thanks to reports and statistics, data analysis is an important factor in evaluating activities and planning further goals of any online project.
Besides Google Analytics, there are several other analytical tools that are definitely worth mentioning. An example is Matomo, which we also use at ui42. Do you know what the difference is between them, what advantages each tool offers and whether you can use them concurrently?
What is Google Analytics?
If you work with data, you probably know Google Analytics. Since Google included it in its suite of tools, it has become the most used assistant for all those who rely on numbers. GA can precisely tell you which users visit the website, how they behave on it, where they leave it, and whether they have ever been there before.
In addition, Analytics offers a multitude of features for evaluating data based on various requirements, creating clear analyses and reports. For experienced online merchants and marketers, Google Analytics is the best support, helping them decide how to proceed online within the project. No wonder. According to recent statistics, nearly 38 million websites actively use Google Analytics, with more than 96,000 of those in Slovakia.
What is Matomo?
Matomo is an open-source based analytics tool (in the On-Premise version). Therefore, the expert community, which reflects on specific problems and seeks solutions to continuously advance the tool, is involved in its development. Similar to Google Analytics, Matomo provides detailed information about website visitors. It records and evaluates their interaction with the website and thanks to a number of analyses and reports, it creates an important support for data-driven decisions in online business.
However, Matomo Analytics is certainly not some unpolished novelty. For those who have been working with data for a longer time, you may know it also under the name Piwik, which changed to the current Matomo after a rebrand in 2018. An undeniable advantage and the reason why Matomo is currently used by nearly a million websites is data ownership. What are its other advantages and differences between Matomo and Google Analytics?
What are the advantages of Google Analytics and Matomo?
Google Analytics and its main benefits
In the case of Google Analytics, the main role is played by availability and the ability to analyze data without any fee. Just like all its tools, Google Analytics is constantly improving its interfaces, as evidenced by the latest upgrade to Google Analytics 4. In addition to available overviews and functions, it is possible to link Analytics with external tools and thus effectively ensure current data for their better functioning. What can you currently find in Google Analytics?
- real-time data overviews
- information about the places where visitors leave the website
- personalized views thanks to filters
- the ability to define and set your own goals within campaigns
- information about how visitors navigate through the website
- tips and instructions on how to work with Google Analytics
How does Matomo Analytics work and what are its advantages?
Matomo offers two options for using this analytics tool. The first is the On-Premise solution, which is free and within which you host Matomo on your own server. You can fully customize the tool's interface according to your requirements and there are no large data limits. The second option is Matomo Cloud. This version is simpler in terms of the user's technical knowledge, even very similar to Google Analytics. Although it is paid, on the other hand, it saves your time and money because it is more automated (updates, etc.). Overall, however, there are several significant advantages that Matomo offers:
- detailed data about website visitors (including the keywords they came through and the language they speak)
- 100% data ownership
- continuous tool development thanks to the open-source community
- so-called "raw data"
- user privacy protection
- data protection in relation to GDPR
- security (in the case of Matomo Cloud, including backup and monitoring)
Comparison: Basic differences between Google Analytics and Matomo
In addition to differences, GA and Matomo have many similar features and, of course, advantages. An example is the ability to customize your own user interface, collect data according to your own goals, real-time monitoring, access from mobile applications, and connection to external software. However, many data analysts and marketers choose Matomo as an alternative to the widely known tool Google Analytics. What plays a role in their comparison?
Installation of Google Analytics and Matomo
If we compare the start with both tools and the way to install them or rather get them up and running within your website (usually on WordPress), the scales are slightly tipped in favor of Google Analytics. After a simple registration using an email with a gmail.com domain, you get a generated JavaScript code that you insert into your website (most easily using one of the freely available plugins).
In the case of Matomo, however, we are talking about the two versions mentioned above – Matomo On-Premise and Matomo Cloud. The interface of the cloud solution is the same as with GA. After registration, you insert a unique code into the header of the website and you can use the clear user-friendly environment without any problems. It is somewhat more complicated in the case of On-Premise, where it is necessary to install the tool with the help of a professional. In the end, he again obtains a unique code that needs to be implemented directly on the website.
User interface depends on preferences
It is clear that both tools strive to create a user-friendly and welcoming environment. If simplicity of use and operation of an analytics tool is a criterion for its choice, in this respect it depends on each person's personal preferences. In both cases there is an available clear left panel, and in the case of Matomo also a visitor map. However, as we mentioned above, Matomo On-Premise is more complicated to install, which may deter some less technically savvy users right from the start.
Unlimited in Analytics versus slightly trimmed tracking in Matomo
Just like in the case of Google Analytics, in the case of Matomo you can track basic parameters such as location, devices, entry and exit pages, or website visitors in real-time. However, not all parameters are unlimited in both cases. From this perspective, Google Analytics wins – it does not limit the number of users, segments, or goals. It is very similar in the case of Matomo On-Premise, but the limitation comes, for example, in the form of custom dimensions in the number of 100. The cloud solution Matomo partially limits all the mentioned parameters.
How much will I pay for Google Analytics and Matomo?
This is a common question that plays a role in decision-making. Google Analytics is free. Moreover, it is well connected to other tools from the Google package, such as Google Ads. While Matomo in the On-Premise version declares zero fees, they may arise if you do not have your own specialist who will get this solution up and running and possibly help with some settings and configurations. In the case of Matomo Cloud, there is a set monthly fee.
Access and data ownership is clearly the domain of Matomo
With the development of innovations, such as artificial intelligence, one very significant factor comes into play when choosing an analytics tool. Data ownership. While in Google Analytics you can work with your data in terms of displaying, comparing, and creating important reports, Matomo has a significant advantage in this regard. With this tool you are the sole owner of the data and they are not made available to any third parties for marketing or other purposes.
Data protection under your control means significantly strengthening in the eyes of clients and also access to raw data, which you can further use to achieve higher conversions in the e-shop or on the website. Data is a substantial commodity for automated recommendations, which can relieve your customer support and offer the website visitor content they are most likely interested in.
ui42's TIP:
You may not have known this, but data is the most important thing a website has. Read more about how artificial intelligence turns it into higher numbers in your e-shop.
Can Google Analytics and Matomo be used simultaneously?
Finally, one more question that may have occurred to you. Yes, Google Analytics and Matomo Analytics, as two separate analytics tools, can be used simultaneously. The advantage is the comparison of outputs and possibly also interfaces.
As always, it also has a disadvantage. And that is the implementation of two JavaScript codes on the page, which are run concurrently. The result can be a reduction in website speed and subsequent departure of visitors from too slow pages. Therefore, it is worth mentioning to consider which of the two, or three mentioned solutions (Google Analytics, Matomo Cloud, or Matomo On-Premise), is the most suitable for you. We, at ui42, have experience with both tools, if you need advice, contact us. We are happy to move your analytics in the right direction.
