Matomo vs Piwik PRO Tag Manager

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.

Piwik PRO Tag Manager deploys, updates, and controls tracking tags across websites and apps. Tag templates, triggers, and conditions define tag behavior, with JavaScript customization available for tags and variables. A test environment and debug mode let teams inspect tags before publishing, while integration with Piwik PRO Consent Manager supports setting prior-consent requirements. Built-in templates cover custom events and variables, form tracking, goal conversion, and virtual page views. Connections include Facebook Ads, Google Ads, YouTube, and templates providing access to thousands of integrations. Teams can also create behavior-triggered pop-ups and personalize site content using individual visitor data. The Business plan costs €36 a month, billed monthly, and includes up to 2 million monthly actions across up to 20 domains with 25 months of data retention; loading a Tag Manager container counts as an action. A 30-day trial is available, but there is no free plan. Enterprise tiers use custom quotes and offer public or private cloud hosting, including EU-operated servers and US HIPAA-compliant Azure.