Adobe Analytics vs Matomo

Adobe Analytics collects and processes visitor behavior across digital properties for analysis, reporting, and delivery of behavioral insights. It ingests data from websites, mobile experiences, kiosks, and streaming media, including paid and owned channels. Users can change views and fields on processed data without altering the original dataset. Analysis includes segmentation, cohort analysis, anomaly detection, and contribution analysis through AI and machine-learning services. Channel tools show visitor flow and fallout areas to examine conversion or disengagement points. Governance features provide alerts, policies, and residency controls for sensitive-data access and geographic storage requirements. Adobe lists integrations with Adobe Journey Optimizer, Adobe Target, Adobe Experience Platform, Microsoft Azure, Amazon S3, Google BigQuery, Snowflake, Microsoft Dynamics 365, and Salesforce. Developer access includes SDKs, APIs, SQL connectors, Experience Platform Web SDK, and R and Python support. The product focuses mainly on web and mobile behavior; broader cross-channel analysis is positioned for Customer Journey Analytics. Pricing is on request, with a free trial option.

Matomo is a web analytics platform for tracking events, conversions, ecommerce activity, and visitor sessions. It includes heatmaps, session recordings, A/B testing, funnels, and flows, with API access and more than 100 integrations. It is available as Cloud-hosted or self-hosted on-premise software. The Community plan is free forever, with unlimited users and hits and forum support; self-hosted Matomo is also available free forever. Cloud plans start at €230/mo (annual), and a 21-day Cloud trial does not require a credit card. Cloud billing can be monthly or annual, with two months free annually. Matomo says its data is unsampled and customers retain ownership through cloud or on-premise hosting. Privacy capabilities include support for GDPR compliance, cookieless tracking, and anonymisation; the platform is certified to ISO 27001:2022. Cloud data is stored in Frankfurt, Germany. Raw data retention is 24 months, while report data is retained forever. Matomo was founded in 2007 and is headquartered in Auckland, New Zealand.