Matomo

What it does

Matomo is an open-source web analytics platform offering traffic and conversion analytics plus heatmaps, session recordings, funnels, A/B testing, form and media analytics, marketing attribution, cohort analysis, and a built-in tag manager. It can be self-hosted for full data ownership and unsampled reporting, or run as a managed Matomo Cloud service, and it's designed for GDPR, CCPA, and PECR compliance with cookieless tracking options.

Who this helps

You want a privacy-first alternative to Google Analytics.

You want heatmaps, recordings, and A/B tests in the same tool.

You can self-host or use the cloud.

You're comfortable with a steeper learning curve.