Google Analytics 4
Free
Free to use$0.00
Per year
$0
Free; Analytics 360 is quote-based
Google Analytics 4 vs Matomo
Compare with for .
Google Analytics 4
86%
match · $0/yr
Matomo
44%
match · $312/yr
What matters most?
Fine-tune
What you'd pay
Entry plan for 10 people, billed yearly where offered. Prices checked Oct 2026.
Smaller bill
Matomo
Cloud
Flat price, whole team$26.00
× 12 months$312.00
Per year
$2.60 per person / mo
$312
Google Analytics 4
From FreeFree plan
G2 4.5 · 6,878 reviewsBusinesses that buy Google Ads, measure apps and websites together, or need free analytics at large scale.
vs
Matomo
From $26Free plan
Organisations that want Google Analytics-level depth with full control over where data lives, including public sector and regulated teams.
Side by side
 Google Analytics 4 | Matomo | |
|---|---|---|
| Pricing | Free; Analytics 360 via sales | Free self-hosted; Cloud from $26/month |
| G2 Rating | 4.5 (6,878 reviews) | Not yet verified |
| Best For | Businesses that buy Google Ads, measure apps and websites together, or need free analytics at large scale. | Organisations that want Google Analytics-level depth with full control over where data lives, including public sector and regulated teams. |
Pros and cons
Google Analytics 4
Pros
- Free for standard properties with no traffic-based price
- Deepest reporting here, with Explorations and attribution
- Native integrations with Google Ads and Google Marketing Platform
- BigQuery export for warehouse analysis
Cons
- Sets first-party cookies, so many sites run it behind a consent banner
- Event-level retention of 2 or 14 months on standard properties
- Steep learning curve for non-analysts
Matomo
Pros
- Broadest feature set among the alternatives
- Self-host anywhere or use EU Cloud hosting
- No data sampling
- Data can move between Cloud and On-Premise
Cons
- Priced per hit, so events raise your tier
- Self-hosting means you run maintenance and upgrades
- On-Premise premium bundles are expensive
Emily Rodriguez