Matomo

Matomo is a web analytics platform that helps you measure website and app traffic, user behavior, and conversions while keeping full ownership of your analytics data. It provides a full reporting UI, customizable dashboards, and advanced tracking features commonly used in product and marketing analytics.

Key Features:

• JavaScript tracking and server-side tracking via HTTP APIs for pageviews, events, goals, and ecommerce
• Custom dashboards and a broad set of built-in reports (traffic sources, pages, campaigns, devices, locations)
• Goals and conversion tracking, including funnels and ecommerce analytics
• Tag Manager to deploy and manage marketing/analytics tags without editing site code
• Heatmaps and session recording (available as Matomo features/add-ons in the ecosystem)
• Privacy tooling such as IP anonymization, consent management support, and Do Not Track handling
• Extensible plugin architecture for adding reports, widgets, and integrations

Use Cases:

• Replace Google Analytics for privacy-conscious website measurement and compliance needs
• Track marketing campaigns and conversions (UTM campaigns, goals, funnels, ecommerce)
• Provide internal stakeholders with role-based access to analytics dashboards and exports

Limitations and Considerations:

• Some advanced capabilities (e.g., heatmaps/session recording) may require additional Matomo components/add-ons and increase storage/compute needs

Matomo fits teams that want a mature analytics suite with strong privacy controls, flexible tracking options, and extensibility through plugins. It is widely used for both content sites and conversion-driven properties where data ownership and configurability matter.