Fathom vs Matomo: Analytics Comparison (2026)
Fathom is suitable for users prioritizing a simple, privacy-focused analytics solution with transparent pricing and unlimited website tracking. Matomo is a better fit for users requiring a free tier, more extensive integrations, and highly customizable dashboards, with the understanding that pricing can be more complex.
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
- ✓Up to 50 sites included
- ✓Ecommerce/event tracking included
- ✓Easy integration with all CMSs/frameworks
- ✓API access
- ✓Forever data retention
- ✓100% data ownership
- ✓No cookie banners required
- ✓Unlimited email reports
- ✓100% data ownership
- ✓Full privacy compliance
- ✓Easy to set up
- ✓Supports unlimited users
When to choose Fathom
Fathom is ideal for users who need to track up to 50 sites, require ecommerce and event tracking, and value 100% data ownership and perpetual data retention without cookie banners. It suits those who appreciate a simple, fixed pricing model even without a free tier or discounts.
When to choose Matomo
Matomo is suitable for users who need a free analytics option, desire 100% data ownership with full privacy compliance, and require integrations with platforms like Slack, Salesforce, WooCommerce, and Google Analytics. It is also beneficial for users who prioritize customizable dashboards and support for unlimited users, despite potentially higher costs for enterprise solutions.