google-analytics-4 vs matomo
Google Analytics 4 vs Matomo — features, pricing, and which to choose for your SEO workflow in 2026.
Quick Verdict
The choice between Google Analytics 4 and Matomo comes down to data control versus convenience. GA4 gives you Google's machine learning insights and seamless integration with Google's ecosystem, while Matomo lets you own your data completely and stay GDPR-compliant without sharing visitor information with Google.
Most SEO teams gravitate toward GA4 for its sophisticated audience segmentation and predictive metrics, but privacy-conscious organizations and those in regulated industries increasingly choose Matomo to keep visitor data on their own servers. The technical complexity differs significantly between these platforms.
Feature Comparison
GA4's event-based tracking system captures user journeys across websites and apps with automatic enhanced measurement for scroll tracking, file downloads, and video engagement. Its AI-powered insights surface anomalies in your traffic patterns and predict user behavior, while custom audiences sync directly to Google Ads for remarketing. The Exploration hub provides advanced analysis tools including funnel analysis, cohort reports, and user lifetime value calculations. Matomo offers similar core analytics with goal tracking, custom dimensions, and detailed visitor logs, but adds features GA4 lacks: heatmaps, session recordings, and A/B testing built into the platform. Its SEO features include keyword rankings tracking, search engine reports, and detailed referrer analysis. Matomo's real-time visitor map shows individual user actions as they happen, something GA4's real-time reports don't match in detail. The integration ecosystem heavily favors GA4. It connects natively with Google Search Console, Google Ads, BigQuery, and Data Studio, creating a comprehensive SEO workflow. Matomo integrates with fewer tools but offers solid APIs and supports popular platforms like WordPress, WooCommerce, and major CMSs through plugins.
Pricing Comparison
Both platforms start free, but with different limitations. GA4's free tier handles up to 10 million events per month with full features—enough for most websites. GA4 360 starts at $50,000+ annually for enterprise features like advanced attribution modeling and higher data limits. Matomo's free version works for small sites but limits to 50,000 monthly page views. Matomo Cloud starts at $19/month for 50,000 monthly page views, scaling to $499/month for 5 million page views. The self-hosted version remains free regardless of traffic volume, making it cost-effective for high-traffic sites if you can manage the server infrastructure.
Best For
Google Analytics 4 works best for teams already using Google's marketing stack who need sophisticated audience insights and predictive analytics. If you're running Google Ads campaigns, need advanced attribution modeling, or want AI-powered recommendations without additional costs, GA4's integration depth and machine learning capabilities are unmatched. Matomo suits organizations prioritizing data privacy, operating in regulated industries, or needing features like heatmaps and session recordings without additional tools. Companies with technical resources to manage self-hosted solutions or those requiring 100% data ownership should choose Matomo over GA4.
The Verdict
Choose Google Analytics 4 unless data privacy is a dealbreaker. GA4's superior integration ecosystem, advanced AI insights, and zero cost for most websites make it the practical choice for SEO teams. Matomo only wins when you specifically need data ownership, enhanced privacy compliance, or its unique features like heatmaps—and you're willing to pay for those benefits or manage server infrastructure yourself.