Matomo vs Google Analytics 4: which should you choose?
Quick answer: Matomo is built for data-ownership, while Google Analytics 4 suits measurement. For most users Matomo is the stronger default, but Google Analytics 4 can be the better fit depending on your budget and use case.
Both Matomo and Google Analytics 4 get recommended a lot, but they solve the job differently. Below we compare them on pricing, strengths and the use cases each one fits, then give a clear verdict.
Side-by-side
| Matomo | Google Analytics 4 | |
|---|---|---|
| Category | Web Analytics | Web Analytics |
| What it's known for | Open-source, fully data-owned web analytics platform positioned as an ethical Google Analytics alternative, available self-hosted (free) or cloud-hosted. | The default, free, event-based web and app analytics standard, deeply integrated with Google Ads and Search Console for quantitative measurement. |
| Pricing | Self-hosted free (open source); Cloud from ~$26/mo by traffic volume; free trial | Free; enterprise GA4 360 custom pricing |
| Best audience | Privacy- and data-ownership-focused organisations wanting control over analytics. | Most websites and ecommerce teams wanting free quantitative measurement. |
| Best for | data-ownership, privacy | measurement, ecommerce |
| Entry price | Free | Free |
| Biggest strength | Complete data ownership, especially when self-hosted. | Free and the de-facto measurement standard. |
| Main caveat | Self-hosting requires server setup and maintenance. | Explorations apply data sampling above ~10M events. |
Features compared
Where they really diverge is in the day-to-day feature set:
Matomo key features
- Full-featured web analytics with 100% data ownership
- Self-hosted (free) or cloud-hosted options
- Cookieless tracking option (no consent banner)
- Heatmaps, session recordings, A/B testing (add-ons/plugins)
Google Analytics 4 key features
- Event-based web and app analytics (GA4)
- Real-time and exploration reports
- Audiences and conversions
- Native Google Ads and Search Console integration
Pricing tiers side by side
Matomo plans
| Plan | Price | What's included |
|---|---|---|
| On-Premise (self-hosted) | Free | open source, unlimited, run on your own server |
| Cloud Starter | ~$23-29/mo (50k hits) | hosting, updates, backups included |
| Cloud Business | ~$49/mo+ | scales by traffic volume |
Google Analytics 4 plans
| Plan | Price | What's included |
|---|---|---|
| GA4 Standard | Free | 2 or 14 month retention, 1M/day BigQuery export cap |
| GA4 360 | Custom (~$50k+/yr) | 50-month retention, higher limits, faster data |
Tiers compiled from the vendors' published plans and independent reviews; prices are approximate and change often, so confirm current figures (and your region's taxes) on each vendor's site.
Strengths compared
Where Matomo wins
An open-source, fully data-owned GA alternative you can self-host for free.
- Complete data ownership, especially when self-hosted.
- GDPR/CCPA/PECR compliant out of the box, no sampling.
That makes it the stronger pick for privacy- and data-ownership-focused organisations wanting control over analytics.
Where Google Analytics 4 wins
The free, default analytics standard, deeply tied to Google Ads and Search Console.
- Free and the de-facto measurement standard.
- Deep integration with the Google ecosystem.
That makes it the stronger pick for most websites and ecommerce teams wanting free quantitative measurement.
Verdict: choose by fit
There is no single winner; it depends on where you sit.
- Choose Matomo if you fit its core audience — privacy- and data-ownership-focused organisations wanting control over analytics.
- Choose Google Analytics 4 if you fit its core audience — most websites and ecommerce teams wanting free quantitative measurement.
FAQ
Is Matomo better than Google Analytics 4?
Matomo is the stronger default for most users, but Google Analytics 4 can be the better fit depending on your budget and use case.
What is the main difference between Matomo and Google Analytics 4?
Matomo is an open-source, fully data-owned GA alternative you can self-host for free. Google Analytics 4 is the free, default analytics standard, deeply tied to Google Ads and Search Console.
Which is cheaper, Matomo or Google Analytics 4?
Both Matomo and Google Analytics 4 offer a free tier, so the real comparison is the paid plans above — pick based on the storage, features and limits you actually need.
Sources
Facts above are drawn from these independent reviews and the vendors' own pages for Matomo and Google Analytics 4: