Mouseflow vs Matomo

From €39 per month (indicative, Starter)

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

Priced by monthly recordings; EU-based with GDPR-oriented data handling.

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

Free plan with a small monthly recording allowance.

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

Established

Mouseflow · since 2009

Widely used

InnoCraft · since 2007

• Friction scoring surfaces the sessions worth watching instead of leaving you to browse.
• Form analytics pinpoint the exact field causing abandonment.
• EU company with straightforward GDPR positioning.

• 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.

• Web only.
• Fewer product-analytics capabilities than Heap or Amplitude.
• Recording limits on lower tiers bite on moderate traffic.

• 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.

Teams optimising forms, checkouts and lead-generation funnels.

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