Amplitude vs Matomo
Amplitude is digital analytics platform for understanding user behavior across the full product journey, while Matomo is open-source web analytics platform that gives you full control over your data. Matomo is open source and can be self-hosted, giving you full control over your data. Amplitude is built for growth teams needing advanced product analytics, whereas Matomo targets organizations wanting full google analytics replacement with privacy.
| Feature | Amplitude | Matomo |
|---|---|---|
| Free tier available | ✓ | ✓ |
| Open source | — | ✓ |
| Behavioral Analytics | ✓ | — |
| CDP | ✓ | — |
| Cohorts | ✓ | — |
| Experiments | ✓ | — |
| GDPR | — | ✓ |
| Heatmaps | — | ✓ |
| Open Source | — | ✓ |
| Self-Hosted | — | ✓ |
Pricing: Both Amplitude and Matomo are free. You can try both without spending a dollar.
Feature gaps: Amplitude offers Behavioral Analytics, CDP and Cohorts that Matomo lacks. Matomo brings GDPR, Heatmaps and Open Source that Amplitude does not have.
Team fit: Amplitude is geared toward mid-size teams teams, while Matomo is aimed at any size teams. Pick the one that matches where your team is today and where it is headed — migrating tools later is always painful.
Open source: Matomo is open source, meaning you can self-host, audit the code, and avoid vendor lock-in. Amplitude is proprietary — you are trusting the vendor with your data and uptime.
Where each tool shines: Amplitude's biggest strengths are: includes behavioral analytics as a core feature, purpose-built for analytics workflows. includes cohorts as a core feature, purpose-built for analytics workflows. Matomo's biggest strengths are: open source and transparent. open-source codebase gives you full transparency and community-driven development.
Watch out for: With Amplitude, users commonly note that free plan exists but key features are locked behind the paid upgrade. With Matomo, the main complaint is that may lack some advanced features.
choose Amplitude if
- You need a tool built for growth teams needing advanced product analytics
- You specifically need Behavioral Analytics and CDP
- You care about includes cohorts as a core feature, purpose-built for analytics workflows
- Your team size fits the mid-size teams profile Amplitude is designed for
- The free tier works for you: free up to 10m events/mo
choose Matomo if
- Your profile matches its sweet spot: organizations wanting full google analytics replacement with privacy
- You need self-hosting, data sovereignty, or the ability to audit source code
- You specifically need GDPR and Heatmaps
- You care about open-source codebase gives you full transparency and community-driven development
- Your team size fits the any size profile Matomo is designed for
frequently asked
What is the difference between Amplitude and Matomo?
Amplitude is digital analytics platform for understanding user behavior across the full product journey, while Matomo is open-source web analytics platform that gives you full control over your data. Matomo is open source and can be self-hosted, giving you full control over your data. Amplitude is built for growth teams needing advanced product analytics, whereas Matomo targets organizations wanting full google analytics replacement with privacy.
Should I use Amplitude or Matomo?
Matomo gives you open source and self-hosting; Amplitude is a managed service. Which trade-off works for you?
When should I choose Amplitude over Matomo?
Choose Amplitude if You need a tool built for growth teams needing advanced product analytics; You specifically need Behavioral Analytics and CDP; You care about includes cohorts as a core feature, purpose-built for analytics workflows; Your team size fits the mid-size teams profile Amplitude is designed for; The free tier works for you: free up to 10m events/mo.
When should I choose Matomo over Amplitude?
Choose Matomo if Your profile matches its sweet spot: organizations wanting full google analytics replacement with privacy; You need self-hosting, data sovereignty, or the ability to audit source code; You specifically need GDPR and Heatmaps; You care about open-source codebase gives you full transparency and community-driven development; Your team size fits the any size profile Matomo is designed for.
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