I recommend Matomo instead of Google Analytics. The reason is simple: data protection and data sovereignty.
Google Analytics is the best-known web analytics tool. But „well known“ does not mean „best“. In Austria and the EU in particular, there are good reasons to choose Matomo.
I have summarised the five most important reasons in detail in Why Matomo? The GDPR-compliant Google Analytics alternative.
Data protection
Matomo stores all data on your own server. Or in the Matomo Cloud. Nothing is passed on to third parties. Nothing is resold. You retain full control.
With Google Analytics you agree to terms of use. Google is allowed to use your data. Matomo makes no such claim.
Range of features
Matomo offers more features than most people think. Heatmaps, session recordings, A/B testing – all integrated. On top of that, new features are added regularly.
My conclusion
Matomo is the better choice. Data-protection compliant. Your own data sovereignty. Constantly new features. If you are looking for a web analytics tool that respects your privacy: Matomo.
Do you have questions about Matomo or need support setting it up with WordPress? I am happy to help. Here you will find more information about my services.
Frequently asked questions
Why is Matomo better than Google Analytics?
Matomo stores all data on your own server. With cookieless tracking it is GDPR-compliant without a cookie banner. You retain full control over your analytics data.
Is Matomo GDPR-compliant?
Yes. With self-hosting and cookieless tracking you do not need cookie consent. The data stays on your server. Nothing goes to third parties.
Can I switch from Google Analytics to Matomo?
Yes. Matomo has an import wizard for historical Google Analytics data. Integration into WordPress works via a plugin.