Matomo vs Amplitude

From €26 per month (indicative, cloud by hits)

Free tier available

Self-hosting is free but plugins such as heatmaps and A/B testing are paid add-ons.

Paid plans are quote-based on monthly tracked users and events; enterprise contracts are substantial.

Self-hosted community edition is free; premium plugins are paid.

Free plan with a monthly event allowance suitable for early-stage products.

Widely used

InnoCraft · since 2007

Category standard

Amplitude · since 2012

• Complete data ownership with no third-party processing — the strongest GDPR position available.
• No sampling, unlike free tiers of hosted analytics.
• Can be configured to run without cookies or consent banners.

• The deepest retention and cohort analysis in mainstream product analytics.
• Good free tier for early-stage products.
• Strong data-governance tooling for event taxonomy.

• Self-hosting requires PHP and MySQL operations, including performance tuning at scale.
• The interface is less refined than modern product analytics tools.
• Advanced features are paid plugins even on the free self-hosted edition.

• Requires deliberate event instrumentation — nothing works without it.
• Enterprise pricing rises steeply with tracked users.
• Replay and experimentation are newer and less mature than the analytics core.

Public sector, healthcare and European organisations with strict data-residency requirements.

Product teams that need rigorous behavioural analysis over time.