Chances are you’re here because you’re seeing a drop in reported traffic since implementing privacy consent on your website. Therefore you’re in need of finding the right alternative tool to track and understand your website’s performance.

Two popular (paid for) choices are Matomo and Plausible, each offering unique features and benefits. In this blog post, we will provide an overview of both analytics solutions, compare their key features, and help you decide which one is the best fit for your needs.

Introduction to Web Analytics

Web analytics tools are essential for understanding how visitors interact with your website. They provide insights into visitor behaviour, track key performance metrics, and help you make data-driven decisions to improve your site’s effectiveness. However, recent changes in privacy legislation and the implementation of consent mode have significantly impacted data collection, especially for tools like Google Analytics.

Impact of Consent Mode and Privacy Legislation on Google Analytics

With the introduction of consent mode and stringent privacy laws like GDPR and CCPA, obtaining user consent for tracking has become mandatory. This has led to a decrease in the amount of data collected by Google Analytics, as a significant number of users ignore consent banners.

Within the first three months of implementing cookie consent banners on client websites, we've observed ‘ignore rates’ of up to 70%, meaning we’re seeing a dramatic loss of data in our dashboards. This reduction in data can limit your ability to make informed decisions based on comprehensive analytics.

Given these challenges, exploring alternative analytics solutions that offer better privacy compliance and data control is essential. Let’s dive into two prominent alternatives: Matomo and Plausible.

What is Matomo?

Overview: Matomo, formerly known as Piwik, is an open-source web analytics platform designed to give you full control over your data. It is highly customisable and can be hosted on your own server or used via Matomo’s cloud-hosted service.

The interface and the way data is reported is very similar to that of Universal Google Analytics (or GA3), which is one of the reasons why it’s seen such a large number of marketers move over to the platform.

As the interface is so familiar to Universal Analytics users, the transition over to Matomo has been relatively smooth as the learning curve of the platform isn’t so steep.

Key Features:

• Data Ownership: With Matomo, you own your data completely, ensuring privacy and compliance with regulations like GDPR.

• Comprehensive Analytics: Offers a wide range of features including real-time data, heatmaps, session recordings, and custom reports.

• Flexibility: Supports a variety of integrations and plugins to extend functionality.

• Self-Hosted Option: Allows for full control and customization of the analytics environment.

What is Plausible?

Overview: Plausible is a lightweight, open-source web analytics tool that focuses on simplicity and privacy. It provides essential website statistics without the complexity of more feature-rich tools, making it a great choice for those who need straightforward analytics.

Plausible puts simplicity of the data first and foremost. No need to trawl through different reporting options, with filters and segments. The interface is clean and the user experience for accessing the information is only a few clicks away.

Key Features:

• Privacy-Focused: Plausible is designed to be compliant with privacy laws such as GDPR, CCPA, and PECR, ensuring that user data is handled responsibly.

• Simplicity: Offers a clean and simple interface with easy-to-understand metrics, making it accessible to users of all technical levels.

• Lightweight: The script size is minimal, ensuring that it doesn’t slow down your website.

• No Cookies: Plausible doesn’t use cookies, making it easier to comply with privacy regulations.

Comparing Matomo and Plausible

Data Privacy and Ownership

Matomo:

• Full data ownership.

• Can be self-hosted for complete control.

• Strong focus on privacy compliance.

Plausible:

• Privacy-focused with no cookies.

• Compliant with major privacy regulations.

• Data is stored on European servers for enhanced privacy.

Features and Capabilities

Matomo:

• Comprehensive feature set including heatmaps, session recordings, A/B testing, and e-commerce tracking.

• Extensive customisation and integration options.

• Suitable for complex and large-scale analytics needs.

Plausible:

• Simplified feature set focusing on essential metrics.

• Easy to use with a clean interface.

• Ideal for small to medium-sized websites or those needing basic analytics.

Ease of Use

Matomo:

• Steeper learning curve due to its extensive features.

• Requires more time to set up and configure.

• Offers detailed documentation and support.

Plausible:

• User-friendly and easy to set up.

• Minimal configuration required.

• Clear and concise reporting without overwhelming data.

Performance Impact

Matomo:

• Heavier footprint due to its comprehensive features.

• Requires more server resources if self-hosted.

Plausible:

• Lightweight script with minimal impact on website performance.

• Quick and efficient, suitable for performance-sensitive environments.

Choosing the Right Tool for Your Needs

When to Choose Matomo:

• You need comprehensive analytics that you no longer have access to in GA4

• Wide range of features which you may be looking for from other third party tools

• Data privacy and ownership are top priorities.

• You have the resources to manage and customise a more complex tool.

When to Choose Plausible:

• You prefer a simple, lightweight analytics solution.

• Privacy compliance without the use of cookies is essential.

• You want an easy-to-use tool that provides essential metrics without complexity.

All in all, both Matomo and Plausible offer valuable web analytics solutions, each catering to different needs and preferences. Matomo is ideal for those who need a robust and customisable tool with comprehensive features, while Plausible is perfect for users looking for simplicity, privacy, and ease of use.

When run in conjunction with Google Analyics 4, you’re able to build a better understanding of the visits to your website and the actions people are taking when there.