Amplitude vs Matomo: Analytics Comparison (2026)
Amplitude is suitable for businesses prioritizing extensive analytics features, experimentation, and AI-driven insights, while Matomo is designed for organizations that require complete data ownership, strong privacy compliance, and customizable analytics for an unlimited number of users. Both offer a free tier.
AI Citation Scorecard
How often each is cited by major AI engines when buyers ask analytics questions. Last 90 days across ChatGPT, Perplexity, Gemini, Claude, and Copilot.
Probes run hourly; each (engine × query) combo retests every ~3 days.
Pricing
Key Features
- ✓10K MTUs, up to 2M events
- ✓Out-of-the-box analytics and templates
- ✓Session Replay
- ✓Unlimited feature flags
- ✓Web Experimentation
- ✓AI Feedback
- ✓Unlimited sources and destinations
- ✓Access to community and academy
- ✓100% data ownership
- ✓Full privacy compliance
- ✓Easy to set up
- ✓Supports unlimited users
When to choose Amplitude
Amplitude is a strong choice for users who require a free tier that supports up to 10,000 monthly tracked users (MTUs) and 2 million events. It is also suitable for those who need out-of-the-box analytics, session replay, unlimited feature flags, web experimentation, and AI feedback. Additionally, Amplitude offers unlimited sources and destinations and access to a community and academy.
When to choose Matomo
Matomo is well-suited for users who prioritize 100% data ownership and full privacy compliance. It is also a good option for those who need an easy-to-set-up analytics platform that supports an unlimited number of users. Matomo integrates with Slack, Salesforce, WooCommerce, and Google Analytics.