Matomo vs Google Analytics: Which Is Better for Agencies in 2025?

For years, Google Analytics was the default. If you wanted to track website traffic, user behavior, or conversion paths, it was the obvious choice. Today, with GA4 firmly in place, it’s clear the platform has fundamentally changed how teams interact with their data… and not everyone’s on board with the shift.

These changes have opened the door for alternatives, with more and more agencies re-evaluating what “best in class” looks like. One name that keeps coming up? Matomo. While this platform isn’t new, it’s getting renewed attention for good reason. It offers full web analytics data ownership, dedicated user privacy features, and a reporting experience that feels far less complicated. And in a time when teams are looking to simplify workflows—not add more steps—those advantages are hard to ignore.

So here’s the question: Is it time to rethink your analytics stack? In this article, we’ll share the rundown on both platforms, including detailed feature breakdowns and where each tool excels. That way, it’ll be easier to decide on the right web analytics tool for your agency.

What is Matomo?

Matomo is a web analytics platform used to track website traffic, user behavior, goals, and conversions. It’s built around privacy, offers data ownership, and doesn’t rely on third-party cookies or send data to outside servers. Instead, users can choose to host it on their own servers or use a secure cloud version. This makes it a strong option for agencies that need more control over data management, especially those that manage clients with strict privacy or security requirements.

Matomo’s Standout Features

Matomo offers a suite of features that are centered around flexibility, transparency, and compliance–here’s a quick overview.

Together, these features make Matomo a flexible and privacy-conscious analytics solution. 

Matomo's Timely Rise

Before Matomo, there was Piwik Analytics. First established in 2007, this platform steadily grew, hitting its first major milestone of 1 million downloads in 2012. When 2018 rolled around, they amassed a whopping 100,000 active users. At this point, the company rebranded as Matomo Analytics, reflecting a new chapter focused on privacy-first analytics, flexible hosting options, and greater data ownership.

Since then, Matomo has carved out a space among organizations that prioritize transparency and control. However, it was the rollout of Google Analytics 4 that unexpectedly pushed Matomo into the spotlight. It filled a gap that many users were craving: An alternative web analytics solution that prioritized the user.

It's not often that an ad campaign captures a cultural moment, but Matomo's Googleheimer Countdown managed to do just that. Released in the final weeks before the Universal Analytics sunset, the tongue-in-cheek ad spoofed both Google’s mandatory transition and the cultural buzz around Oppenheimer. 

The campaign resonated with marketers who felt steamrolled by GA4’s rollout, positioning Matomo as a defiant, user-first alternative.

What is Google Analytics?

Google Analytics is a widely used platform that helps businesses understand how users interact with their websites and apps. It’s also used to track key website performance metrics like traffic sources, user behavior, and conversions.

In 2023, Google Analytics 4 (GA4) replaced Universal Analytics as the default version. GA4 offers a more flexible event-based model, cross-platform tracking, and deeper integration with Google’s advertising tools. It was designed to align with a privacy-conscious, cookieless future. While some time has passed since its initial rollout, these changes forced marketers to rethink how performance data is collected, interpreted, and reported.

GA4’s Standout Features

GA4 introduced a fundamentally different approach to web analytics, compared to its predecessor, Universal Analytics. Below are some of the key features that defined this shift.

While it comes with a learning curve, GA4’s robust capabilities make it a powerful tool for tracking website analytics data.

The Rise (And Fall?) of Google Analytics

Many marketers still consider Google Analytics one of the best web analytics tools. That said, the revamped version hasn’t been “universally” well-received.

Since its launch in 2005, Google Analytics quickly rose to the top by offering a free, powerful tool that democratized access to website performance data. Businesses of all sizes could easily track traffic, analyze user behavior, and optimize digital strategies. Over time, Google expanded those capabilities, further cementing their position as the industry leader.

Fast forward to 2020. Pitched as the future of web analytics, GA4 was introduced as a more modern, privacy-centric alternative to Universal Analytics. Rather than encouraging users to switch, though, the forced migration raised a lot of eyebrows. New accounts automatically defaulted to GA4, and hints began to drop that Universal Analytics would eventually be phased out. The rollout caught many long-time users off guard, sparking confusion, frustration, and a wave of hesitation across the industry.

One particularly frustrating aspect of the GA4 transition was the barrage of confusing (and often intrusive) reminder pop-ups. These alerts frequently hijacked the screen, disrupted daily workflows, and created a disjointed user experience. They also appeared regardless of whether users had already completed the migration. This disruption only deepened frustration, chipping away at the goodwill long associated with Google Analytics.

Even after the migration dust settled, there’s still lingering frustration with GA4. The interface, though more advanced, is seen as unnecessarily complex. Simple tasks like tracking pageviews or building reports now take more clicks, longer setup, and a stronger grasp of event-based tracking.

With all these added hurdles, it’s no surprise that more teams are exploring alternatives that offer clarity without the learning curve.

Matomo’s Solutions to GA-4 Pain Points

This discontent is precisely what Matomo Analytics capitalized on. Let's break down specific user frustrations with GA4 and explore how they've indirectly fanned Matomo's flames.

Complexity

Even years after its rollout, GA4’s complexity continues to be a major hurdle. What used to be a straightforward setup with Universal Analytics has turned into a multi-step process involving Google Tag Manager, event configuration, and custom parameters. For agencies managing multiple clients, that setup time adds up quickly.

The learning curve doesn’t stop at setup. Even routine tasks–like tracking custom conversions–now require extra steps.

One benefit of GA4 is that it has more built-in conversions. Any custom conversions will need to be reprogrammed. This takes some adjusting, as they must first be created as "events" in Tag Manager or GA4 and then marked as conversions.

Molly Lopez, Founder and CEO, Sparo Marketing

In contrast, Matomo offers a more streamlined experience. Installation is simpler, the UI is more familiar to those coming from Universal Analytics, and custom goals can be created without jumping between multiple platforms.

Data Control

While there’s no shortage of Google Analytics data, there are limits to how those raw insights are accessed, stored, or exported (especially without a BigQuery setup). For agencies that rely on flexible data handling or custom integrations, this creates even more friction.

Matomo takes the opposite approach. Whether hosted in the cloud or on personal servers, users retain full ownership of their data. It’s far easier to export or filter Matomo metrics, making it more adaptable for custom reporting.

Lack of Certain Features

GA4 also drew criticism for removing or reshaping core features that were staples in Universal Analytics. For example, detailed audience segmentation, customizable reports, and certain attribution models were either watered down or eliminated entirely.

It was like throwing a wrench into well-oiled machinery; suddenly, digital marketers had to rethink strategies they'd honed and tested over many years. This situation created a window of opportunity for Matomo, which retains many of the features left by the wayside in GA4.

Even though it's really not an accurate metric from a real-world perspective, I will miss the former bounce rate in Google Analytics. Call me sentimental.

Rick Hogan, CEO and Co-Founder, Bleevit

Confusing Reports

In an attempt to offer more advanced capabilities, GA4 introduced new types of reports that may seem less intuitive compared to previous versions. 

This has led to increased time spent on training and adaptation, slowing down processes that used to be straightforward. Matomo, on the other hand, retains an easily comprehensible reporting structure. This allows users to hit the ground running without sifting through convoluted data displays.

Data Thresholding

When web traffic reaches a certain level, many users notice that GA4 limits the granularity of available data. It’s a serious concern for larger sites, content marketing initiatives, or rapidly growing campaigns that require on-demand accuracy. Matomo sidesteps this issue by not imposing arbitrary data limits, providing users with the detailed information they need when they need it.

The list goes on, but suffice it to say that GA4 has given users plenty of reasons to seek alternatives, and Matomo is happy to oblige.

The Great Web Analytics Showdown: Matomo vs Google Analytics

While both platforms have unique advantages, they also have (or lack) features that could be potential deal-breakers. To help your agency make an informed choice, let's delve into more detail.

GA4 vs Matomo: Feature-by-Feature Comparison

While both GA4 and Matomo serve the same core function–web analytics–their approach, flexibility, and user experience differ in key ways. The table below breaks down how each platform handles essential features.

Both tools offer valuable insights into website traffic and campaign tracking. However, your choice should align closely with specific client needs and goals.

Usability, Setup & Customization: How the Platforms Compare

While the above feature comparison highlights what each platform offers, this next section explores what it’s actually like to use them. Here’s how Matomo and Google Analytics compare in terms of setup, ease of use, flexibility, and day-to-day management.

So, what’s the verdict in the Matomo-Google Analytics debate? As we’ve outlined, both platforms have strengths. However, the right choice depends on your agency’s needs and what clients prioritize. As a quick reference: 

• GA4 integrates seamlessly with Google Ads and other Google tools, but its interface is complex, and data access may be restricted due to thresholding.

• Matomo offers full data control, a user-friendly interface, and the flexibility to self-host. It also supports a MySQL database connector for easier data integration and runs a Security Bug Bounty Program for added transparency and trust.

With that said, agencies focused on advertising and predictive insights may prefer the Google Analytics platform. On the other hand, those prioritizing data ownership, flexibility, and clearer reporting could lean toward Matomo.

Should You Use at Least One Google Analytics Alternative?

If your agency has relied entirely on Google Analytics, you’ve likely experienced disrupted workflows. And that shift alone is a strong reason to reconsider a single-platform approach.

Adding an alternative to Google Analytics acts as a safeguard. It gives your agency more flexibility, reduces risk, and ensures you're not dependent on one system for every client report. Plus, different web analytics tools have different strengths. While Google Analytics excels at tracking events and integrates seamlessly with Google Ads, tools like Matomo provide full data ownership and greater data transparency.

This makes it easier to meet diverse client requirements, from compliance-heavy industries to teams needing faster access to insights.

There’s also a practical case for redundancy and validation. If Google Analytics experiences downtime or tracking errors, a second platform ensures continued visibility. When both tools show consistent trends, your confidence in the data grows. When they don’t, it signals a deeper issue worth investigating.

Simply put, relying on one tool may add unnecessary risk. Where possible, using a second analytics platform provides greater control, more reliable reporting, and backup coverage when it matters most.

Summary and Key Takeaways

The web analytics landscape is changing. As Google Analytics continues to generate mixed feedback, Matomo is gaining traction, particularly among agencies looking for more control, easier reporting, and transparent practices.

If seamless integration with Google Ads and advanced modeling are must-haves, Google Analytics ultimately may be the best choice. If data ownership, flexible hosting, and usability are more important, Matomo is a strong alternative. In some cases, running both tools in parallel provides the best of both worlds.  It’s a way to strengthen validation, minimize the risk of tracking gaps, and ensure reporting continuity if one platform encounters issues.

Whether your agency relies on Google Analytics, switches to Matomo, or leverages both, the real impact comes from how insights are delivered. No need to piece together screenshots, though. Instead, use AgencyAnalytics to do the heavy lifting! 

Automate data retrieval across 80+ platforms, create custom dashboards in just a few clicks, and present web analytics metrics in client-ready formats. View all your data in one place: Sign up for a free 14-day trial today.