What Is Matomo?
Matomo is an open-source analytics platform for websites and apps. It was started by Matthieu Aubry in 2007 under the name Piwik and renamed Matomo in 2018; today it is developed by the company InnoCraft and the Matomo team. Like other analytics tools, it shows where visitors come from, which pages they view and which goals they complete.
It comes in two forms. Matomo On-Premise is downloaded and installed on your own server: it is written in PHP and keeps its data in a MySQL database. Matomo Cloud is the paid version hosted by InnoCraft. Both include goals, e-commerce tracking, campaign reports and a built-in tag manager, and both build their reports from all of your data rather than a sample.
Matomo is free software released under the GPL v3 license, so there is no license fee for running it on your own server. On a self-hosted setup, advanced features such as heatmaps, session recordings, funnels and A/B testing come as paid plugins. On the privacy side, it can shorten IP addresses, delete old raw data, wait for consent or track without cookies.
Where We Use Matomo
We suggest Matomo when keeping analytics data under your own control is a priority, and use it for these jobs in particular:
Setup on Your Own Server
We install Matomo on a server you control, in a location you choose, and set up updates and backups. Visit data then stays in your own database instead of being sent to another company.
Goals and Conversions
Form submissions, brochure downloads and clicks on phone or message buttons become goals. The reports then show which channels and campaigns bring the visitors who actually get in touch.
E-Commerce Tracking
For online shops we track product views, basket additions, orders and revenue, so you can see in your own reports which products and traffic sources lead to sales.
Privacy-First Configuration
We shorten IP addresses, decide how long raw data is kept and, with your legal adviser, choose between consent-based and cookieless tracking, so measurement matches your privacy policy.
Why Matomo?
The Data Stays with You
When self-hosted, raw visit data sits in your own database on a server you choose. This can make obligations under laws such as GDPR and Türkiye's KVKK easier to manage, though it doesn't replace legal advice.
Open Source and Transparent
The code is open, so what is collected can be checked line by line. There is no license fee for self-hosting, and you aren't tied to a single provider.
Reports Without Sampling
Matomo builds its reports from every recorded visit rather than a sample, which matters most when you drill down into small segments of your audience.
How We Work on Your Project
First we talk about what you want to measure and where the data should live: on your own server or in Matomo Cloud. Then we install Matomo, add the tracking code through Google Tag Manager or Matomo's own tag manager, and define the goals and e-commerce steps.
Before launch we make test visits to check that every goal is recorded correctly, and review privacy settings such as IP shortening and data retention. At handover we show your team how to read the reports and, for self-hosted setups, agree who looks after updates and backups.
