Mixpanel vs Matomo

From $24 per month (indicative, Growth by event volume)

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

Event-volume pricing with an unusually generous free tier for early products.

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

Free plan with a large monthly event allowance.

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

Category standard

Mixpanel · since 2009

Widely used

InnoCraft · since 2007

• Genuinely self-serve — product managers build their own reports without help.
• Large free tier that carries an early-stage product a long way.
• Fast query performance on large event volumes.

• 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.

• Requires disciplined event instrumentation and naming.
• Weaker on user-level qualitative investigation than replay tools.
• Costs scale with event volume, which grows faster than user count.

• 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.

Product teams that want fast, self-serve behavioural reporting.

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