Why Matomo is a reliable alternative to Google Analytics (GA4)

Many companies are currently faced with the question of how they can make their web tracking and analysis compliant with data protection regulations and future-proof. Google Analytics - especially the current version GA4 - is widely used, but continues to operate in a legal and technical uncertainty zone. Several data protection authorities in Europe have confirmed that GA4 cannot be operated in compliance with the GDPR in its standard configuration. This creates risks that are difficult to calculate in the long term.

At the same time, teams want a tracking system that offers professional analysis functions and still gives them full control over their own data. This is exactly where Matomo comes in. The open source platform is used worldwide, is technically mature and allows companies to carry out web analysis under their own control - without being dependent on US providers.

Data protection and data sovereignty as clear advantages

The fundamental difference between Matomo and GA4 lies less in the interface than in the handling of data. While the data streams from Google Analytics automatically flow into a US-based ecosystem, Matomo can be operated in such a way that data sovereignty is fully guaranteed:

• Data can be stored on your own servers
• Hosting in German or European data centers is easily possible
• There is no transfer of personal data to third parties
• Access is fully controllable

This form of data sovereignty is becoming increasingly important for companies - not only for legal reasons, but also for internal risk assessment. Matomo supports this approach with integrated data protection functions such as IP anonymization, "Do Not Track" support or data deletion on request. Under certain conditions, Matomo can even be used without a consent banner because tracking is possible without cookies.

This makes Matomo an analysis platform that understands data protection not as a restriction, but as a basic principle.

Why Matomo is also technically convincing

The decision in favor of an analysis platform should not only take legal aspects into account, but also the quality of your own tracking. Here it becomes clear that Matomo has structural advantages over GA4 in some respects.

Unlike Google Analytics, Matomo works without sampling. The analysis is always based on complete data - regardless of traffic volume. This facilitates both strategic evaluations and detailed questions, such as conversion optimization or campaign analyses.

Added to this is the openness of the system: the raw data is available in Matomo - especially in the case of self-hosting. Companies can run their own evaluations or link data with BI tools. Another advantage is that Matomo can calculate new targets or segments not only for the future, but also retrospectively. With GA4, on the other hand, the limited data storage often prevents historical evaluations from being fully possible.

Even if Matomo's interface appears less playful than that of GA4, it meets the expectations of modern tracking processes. Matomo offers e-commerce tracking, event tracking, campaign analysis, funnel reports and advanced functions such as heat maps or A/B tests.

For many use cases, Matomo is therefore not only a data protection-friendly alternative, but also a functionally stable and comprehensible analysis platform.

Independence and planning security

One point that is often underestimated when choosing a tracking system is long-term predictability. GA4 has shown how abruptly Google can make fundamental changes - be it technical, structural or in terms of data retention periods. The shutdown of Universal Analytics has forced many companies to migrate data or even abandon it altogether.

Matomo develops at a different pace: transparent, traceable and without external dependencies. For companies, this means long-term stability. Migrations - from Piwik PRO or Google Analytics, for example - are also possible and are less daunting thanks to Matomo's open structure.

Above all, organizations that view tracking in the context of compliance, governance or IT security appreciate this form of data sovereignty.

Conclusion: Matomo strikes a balance between data protection, control and professional analysis

For companies that value legally compliant tracking and high-quality analysis at the same time, Matomo is often the better choice today. The platform combines:

• Data sovereignty through full control over storage locations and data access
• Data protection through integrated security mechanisms
• Professional tracking functions that don't have to shy away from comparison with GA4
• Transparency and openness that facilitate long-term planning

Matomo may not be as polished as GA4 in every user interaction - but it is clearly structured, comprehensible and offers companies the freedom to design their own web analysis.

If you want to operate web tracking in a sustainable, legally compliant and future-proof way, Matomo is a must.