Businesses struggle to balance powerful analytics capabilities with data privacy concerns. Many organizations find themselves caught between needing detailed visitor insights and maintaining compliance with data protection laws. Marketing teams need detailed insights into user behavior, while IT departments must ensure compliance with increasingly strict privacy regulations.
Matomo
Matomo is an open-source analytics platform that offers complete data ownership while delivering enterprise-grade analytics capabilities. Used by over 1 million websites across 190 countries, including the United Nations (UN) and European Commission (EU), Matomo provides a genuine alternative to Google Analytics without compromising on features or privacy.
Organizations switching to Matomo report 5-10% higher visitor retention due to eliminated cookie consent requirements. The platform received official approval from the French Data Protection Authority (CNIL) as one of the few analytics tools to collect data without tracking consent. With data centers in Germany adhering to strict GDPR standards, Matomo ensures both compliance and accuracy while providing full control over data storage and usage.
Matomo’s comprehensive feature set delivers enterprise-grade analytics while maintaining user privacy and data ownership. Each capability is designed to provide actionable insights without compromising compliance or requiring complex setups. Here are the key features that make Matomo a powerful alternative to traditional analytics platforms:
Advanced E-commerce Tracking: Monitor sales performance, cart abandonment, and product metrics through detailed conversion funnels.
Consent-Free Analytics: Operate without cookie banners while maintaining GDPR compliance.
Custom Reports: Build tailored reports using drag-and-drop interfaces for specific business needs.
Data Import Tools: Seamlessly import historical Google Analytics data for continuous analysis.
Heatmaps & Recordings: Capture visitor behavior through visual click, scroll, and movement maps.
Personal Data Tracking: Securely track individual user data in compliance with privacy laws.
Real-time Monitoring: View visitor activities and conversions as they happen.
Tag Management: Deploy tracking codes without technical intervention.
These features represent Matomo’s core capabilities, but the platform’s open-source nature allows for extensive customization and expansion through plugins and APIs. Every feature is built with privacy-first architecture, ensuring your analytics remain powerful while compliant with global privacy regulations. Whether you choose cloud hosting or on-premise deployment, these tools work seamlessly together to provide a complete picture of your digital presence.
Europa Analytics is based on Matomo which is the leading open-source analytics platform that provides relevant and reliable insights into user behaviour. The data and information collected by Matomo is 100% owned and controlled by the European Commission.
European Commission
Getting started with Matomo takes three simple steps: Begin a 21-day free trial (no credit card required), add the tracking code to your website, and start accessing real-time insights and reports.
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Originally Published on Martech Zone: Matomo: The Privacy-First, Open Source Alternative to Google Analytics