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Choosing an analytics tool is not just about the interface or popularity. It’s a strategic decision that affects what data you collect, how accurately you can interpret user behavior, and how easily you can comply with data protection laws.
In this article, we’ll look at the key tools: Google Analytics 4, Matomo, and Piwik PRO. I’ll explain the advantages and disadvantages of using one tool and how it makes sense to choose one tool over another.
Selection Criteria
Before comparing the tools, let’s define what matters when choosing:
- Compliance with legislation (GDPR / DSGVO)
- Ability to work without cookies
- Option to host on your servers
- Depth of analysis (behavior, events, channels)
- Integrations with other services
- Cost and scalability
Google Analytics 4 (GA4)
Link: https://analytics.google.com
Pros:
- Free (with almost no limitations)
- Deep integration with the Google ecosystem (Ads, BigQuery, Looker Studio)
- Powerful event-based model
- Automatic event tracking
- Supports Consent Mode (v2)
Cons:
- Difficult to learn, especially after Universal Analytics
- Data is stored on Google servers (in the USA)
- GDPR compliance requires additional setup (CMP, consents)
When to use:
When you’re willing to compromise a bit on GDPR, need integration with Google Ads and BigQuery, and want powerful analytics for free.
Matomo (On-premise or Cloud)
Link: https://matomo.org/
Pros:
- Can be hosted on your server (On-premise)
- Full control over your data
- Traditional model, similar to Universal Analytics
- Can be used without cookies
- GDPR-friendly by default
Cons:
- The interface is a bit outdated
- Report functionality is not very flexible, limited customization options
- Cloud version is paid
- Weaker integration with Google Ads and other platforms
When to use:
If privacy is a priority and you want to store data only on your servers, this is a great option. Especially popular in government and healthcare institutions.
Piwik PRO
Link: https://piwik.pro/
Pros:
- A hybrid between GA and Matomo
- User-friendly interface, even for beginners
- Supports events, funnels, and goals
- GDPR and HIPAA compliant (European servers)
- Well-suited for enterprise clients
Cons:
- Paid (free core plan available, but limited)
- Less flexible than GA4
When to use:
If you’re looking for a balance between GA’s functionality and Matomo’s privacy, and are ready to pay for support and stability.
Conclusion
There’s no one-size-fits-all solution. It’s important to choose a tool that aligns with your business goals, privacy requirements, and budget. Sometimes, combining tools is the most effective approach: for example, GA4 for marketing and Matomo for fully anonymous analytics.
