Matomo

What it does

Matomo is an open-source analytics platform used by teams that want full control over their data and a privacy-focused alternative to third-party analytics. It supports browser and server-side tracking, self-hosted or vendor-hosted deployments, and a plugin ecosystem for behavioral and ecommerce analytics. JavaScript tracking and Tracking HTTP API Matomo collects pageviews, events, downloads and outlinks via a client-side JavaScript library, and accepts server-side or non-browser hits through its Tracking HTTP API. This lets teams capture browser interactions alongside backend events, mobile app pings or server conversions without relying on SDKs. Self-hosted and vendor-hosted deployment options Matomo can be installed on your own servers or used as a cloud-hosted service from the vendor. Self-hosted setups give you full data residency and ownership but require appropriate server sizing, cron archiving and database tuning for higher traffic volumes; Matomo documents recommended configurations and scaling practices. Tag Manager, ecommerce tracking and integrations Matomo includes a Tag Manager and native ecommerce tracking for product views, cart actions and order events, and integrates with common CMS and ecommerce platforms. Marketers use these features to manage tags, track conversions and instrument store funnels without repeatedly editing page code. Heatmaps and session recording (plugin) Behavioral analytics are available via a Heatmaps & Session Recording plugin that captures click and scroll heatmaps and visitor session replays. The feature is offered through Matomo’s plugin marketplace and can be activated for on-premise installations to support UX research and funnel debugging. Privacy and compliance controls Matomo provides cookieless tracking options, data anonymization, opt-out links and the ability to keep analytics data on your own infrastructure. These controls are designed to reduce third-party data sharing and support organizations aiming for stricter privacy and regulatory alignment.