Adobe Analytics vs Google Analytics vs Matomo

With an abundance of web analytics solutions on the market, it can be overwhelming deciding which tool will best suit your needs. To help make your evaluation easier, this page looks in-depth at the features, capabilities and limitations of three of the most popular web analytics solutions: Google Analytics, Adobe Analytics and Matomo.

Adobe Analytics vs Google Analytics vs Matomo at a Glance

Adobe Analytics is a powerful analytics tool that provides a robust set of reporting capabilities and uses AI and machine learning to gather data. As part of the Adobe Cloud Suite, it’s offered as a comprehensive enterprise solution for businesses that require advanced reporting and marketing analytics.

Google Analytics (GA) is the most widely used, free web analytics solution. It offers traditional web analytics as well as more advanced reporting capabilities through AI and machine learning. GA also seamlessly integrates with other popular tools from the Google ecosystem (e.g., Search Console and Google Ads). In the comparison table below, we’ll be specifically looking at the new Google Analytics 4 (GA4).

Matomo is the leading open-source and privacy-friendly web analytics platform, used on more than one million websites globally. Matomo combines traditional web analytics with advanced behavioural analytics (e.g., Heatmaps, A/B Testing, Form Analytics and Session Recordings) to give users visibility into the entire customer journey and create a better user experience for website visitors. It can be hosted on Cloud or On-Premise (self-hosted) and offers 100% data ownership, consent-free tracking and GDPR compliance.

Please note: We aim to keep this table accurate and up to date. However, if you see any inaccuracies or outdated information, please email us at marketing@matomo.org

 Matomo Logo Square

MATOMO ON-PREMISE
Matomo Logo Square

MATOMO CLOUD
Google Analytics Logo
GOOGLE ANALYTICS 4
Adobe Analytics logo
ADOBE ANALYTICS
GENERAL
Hosting OptionsOn-Premise (Self-hosted)CloudCloudCloud
Hosting LocationNAGermanyAssortedBased on customer location (US, UK, Singapore)
PricingFree forever$Free$$$
Multi-Account / Multi-Site Managementcheck mark iconcheck mark iconcheck mark iconcheck mark icon
Segmentscheck mark iconcheck mark iconcheck mark iconcheck mark icon
Cohorts$check mark iconcheck mark iconcheck mark icon
Custom Dimensionscheck mark iconcheck mark iconcheck mark iconcheck mark icon
No Data Samplingcheck mark iconcheck mark iconData sampling occurs in advanced reports, reports exceeding 10M events & reports that are not standardcheck mark icon
Activity Log$check mark iconXcheck mark icon
Real Time Reporting10 sec10 secWithin seconds30-90 sec
Annotationscheck mark iconcheck mark iconXcheck mark icon
PRIVACY & COMPLIANCE
Cookieless Trackingcheck mark iconcheck mark iconcheck mark iconcheck mark icon
GDPR Managercheck mark iconcheck mark iconXcheck mark icon
Advance Privacy Controlscheck mark iconcheck mark iconcheck mark iconcheck mark icon
Consent-free trackingcheck mark iconcheck mark iconXX
TECHNICAL SET UP
Google Analytics data importercheck mark iconcheck mark iconX
(GA4 does not accept data imports from UA)
check mark icon
API raw data accesscheck mark iconcheck mark iconcheck mark iconcheck mark icon
Built-in Tag Managercheck mark iconcheck mark iconXcheck mark icon
SQL raw data accesscheck mark iconXcheck mark iconX
SAML integrationFrom 579USD/yearXXcheck mark icon
Mobile App SDKcheck mark iconcheck mark iconcheck mark iconcheck mark icon
ANALYTICS COVERAGE
Website Analyticscheck mark iconcheck mark iconcheck mark iconcheck mark icon
App Analyticscheck mark iconcheck mark iconcheck mark iconcheck mark icon
Intranet Analyticscheck mark iconcheck mark iconXX
REPORTING CATEGORIES
Custom Reports$check mark iconcheck mark iconcheck mark icon
Customizable Dashboardcheck mark iconcheck mark iconcheck mark iconcheck mark icon
Roll-up Reporting$check mark iconXcheck mark icon
User Funnel Analysis$check mark iconcheck mark iconcheck mark icon
User Flows Analysis$check mark iconcheck mark iconcheck mark icon
Event Trackingcheck mark iconcheck mark iconcheck mark iconcheck mark icon
Heatmaps$check mark iconXX
Session Recordings$check mark iconXX
Form Reporting$check mark iconXcheck mark icon
Media Analytics$check mark iconcheck mark iconcheck mark icon
A/B Testing$check mark iconXX
SEO Keyword Performance Metrics$check mark iconXcheck mark icon
Multi-Channel Conversion Attribution$check mark iconcheck mark iconcheck mark icon
E-Commerce Reportingcheck mark iconcheck mark iconcheck mark iconcheck mark icon
Campaign Trackingcheck mark iconcheck mark iconcheck mark iconcheck mark icon
Site Searchcheck mark iconcheck mark iconcheck mark iconcheck mark icon
Log Analyticscheck mark iconcheck mark iconXX
METRIC CATEGORIES
Site Speedcheck mark iconcheck mark iconXcheck mark icon
Geo Location - Countrycheck mark iconcheck mark iconcheck mark iconcheck mark icon
Geo Location - Citycheck mark iconcheck mark iconcheck mark iconcheck mark icon
Visitor Mapscheck mark iconcheck mark iconcheck mark iconcheck mark icon
Engagement Metrics (entrances, exits, pageviews, etc)check mark iconcheck mark iconcheck mark iconcheck mark icon
Page Scrollcheck mark iconcheck mark iconcheck mark iconcheck mark icon
User / Visitor Trackingcheck mark iconcheck mark iconcheck mark iconcheck mark icon
Time Period Comparisoncheck mark iconcheck mark iconcheck mark iconcheck mark icon
New Visitor vs. Returning Visitorcheck mark iconcheck mark iconcheck mark iconcheck mark icon
Predictive AnalyticsXXcheck mark iconcheck mark icon
Integrations
Google Search Consolecheck mark iconcheck mark iconcheck mark iconX
Integration with Bing and Yahoo Search Consolescheck mark iconcheck mark iconXX
Integration with the full Google Marketing PlatformXXcheck mark iconX
Integration with Google Adscheck mark iconcheck mark iconcheck mark iconcheck mark icon

Final thoughts

Now that you’ve seen how these leading web analytics solutions compare, hopefully you’ve gotten a better understanding of which solution will best suit your business’ needs.

If you’d like extensive reporting then Adobe Analytics could work best for you. As a solution aimed at large enterprises, it boasts a range of reporting capabilities and predictive analytics to help your marketing team improve campaign ROIs, ad spend and user experiences. But this does come at a high price. 

Google Analytics can help you get a better understanding of your website visitors out-of-the-box. Being a free tool and the most-used web analytics solution, it’s undoubtedly a convenient option – though it does come with a few major caveats including privacy concerns and GDPR breaches. In 2022, GA was deemed illegal under the GDPR in Austria, France and Italy. Other EU member states are expected to follow suit with similar rulings, making Google Analytics a risky choice.

Matomo is a great option for organisations that need to be data-driven and compliant. As an all-in-one analytics solution, it’s designed to help organisations make more informed decisions and enhance customer experience while ensuring data ownership, compliance and privacy at a cost-effective price.

Try Matomo free for 21-days. No credit card required.