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Google Analytics 4 vs Matomo
Our conclusion: Matomo wins on overall score (4,1 vs 4,0). It is also the European choice of the two. Choose Matomo for companies that want full control over analytics data through self-hosting, or a mature GA4 replacement with all features Choose Google Analytics 4 for ad-driven businesses that depend on the Google Ads ecosystem and accept the USA transfer
 Google Analytics 4 |  Matomo | |
|---|---|---|
| Our rating | 4,0 Very good | 4,1 Very good |
| Origin | Outside EU | EU-approved third country |
| EU data storage | No | Yes |
| Price | Freemium | Freemium |
| Ease of use | 2,5 | 3,5 |
| Price & value | 4,5 | 4,5 |
| Local support | 4,0 | 4,0 |
| Features | 5,0 | 4,5 |
| Certifications | ISO 27001 | ISO 27001 |
| Best for | Ad-driven businesses that depend on the Google Ads ecosystem and accept the USA transfer | Companies that want full control over analytics data through self-hosting, or a mature GA4 replacement with all features |
Prices as of July 2026, rounded. Origin = the vendor's legal jurisdiction. Read the full reviews: Google Analytics 4 · Matomo.
Would you rather have a European alternative? Alternatives to Google Analytics 4 →
Common questions
Which is best: Google Analytics 4 or Matomo?
Our overall score gives Matomo the edge (4,1 vs 4,0). But the right choice depends on your needs: Matomo suits companies that want full control over analytics data through self-hosting, or a mature GA4 replacement with all features while Google Analytics 4 suits ad-driven businesses that depend on the Google Ads ecosystem and accept the USA transfer
Which is the European choice?
Matomo: the vendor is EU/EEA-based, while Google Analytics 4 is controlled from outside the EU.
How do Google Analytics 4 and Matomo compare on price?
Google Analytics 4: Freemium. Matomo: Freemium. Prices as of July 2026; always check the current price list.
Comparison based on our verified data and editorial ratings, see How we review. Some links are affiliate links; ranking is never affected.