Amplitude vs Matomo: Which is Better in 2026?
Choosing between Amplitude and Matomo? Both are popular analytics tools. Below we compare them on pricing, free tiers, features, and pros & cons so you can pick the right fit for your stack.
Amplitude is for: Product teams who want behavioural analytics with a large free event allowance and a path to experiments and governance.
Matomo is for: Organisations that want Google Analytics-style reports on servers they control, or a hosted version.
Quick verdict
There’s no single winner; pick on your constraint. Choose Amplitude if you want a free plan with up to 2M events a month. Choose Matomo if you want to keep analytics data on your own servers.
Amplitude vs Matomo — Side by Side
| Amplitude | Matomo | |
|---|---|---|
| Category | Analytics | Analytics |
| What it is | Product analytics platform | Web analytics, self-hosted or cloud |
| What it measures | User behaviour, cohorts, experiments | Website traffic, goals, ecommerce |
| Self-hosting | No (hosted) | Yes, free (GPL v3 core) |
| How you pay | Free tier, then event-based plans | Free on-premise, or Cloud by hits |
| Free access | 2M events and 10K replays a month | Full on-premise Community edition |
| Pricing | Free · paid plans by quote | Free · paid from $29/mo |
| Starting price | Free tier available | Free tier available |
| Free tier | ||
| Best for | Analytics — product analytics, large free tier, experiments | Analytics — data ownership, self-hosted, GA-style reports |
Pros & Cons
- Free plan covers 2M events a month
- Plus starts at $0 for the first 2M events
- Experiments and SSO on Growth
- Growth and Enterprise prices are not listed
- Free plan keeps 1 year of data and 10 saved charts
- Self-hosted data stays on your servers
- Reports resemble Google Analytics
- Self-hosting is free
- Heavier than the minimal trackers
- On-premise needs real maintenance
Key Features Compared
Amplitude
- Free: 2M events a month, 10,000 session replays, 1 year of data access, 10 saved charts
- Plus: starts at $0 with the first 2M events free, up to 70M events, heatmaps and 2-year data retention
- Growth: custom, event-based pricing with SSO, A/B testing and 20,000 replays
- Enterprise: custom, with RBAC, data access controls and 50,000 replays
- Free includes AI agents, MCP and agent analytics
Matomo
- On-Premise Community: free forever, unlimited users and hits; core licensed GPL v3
- Paid on-premise bundles: Team 275 € (4 users, 5M hits), Business 1 450 € (20 users, 30M hits), Enterprise 3 400 € (50 users, 100M hits)
- Cloud entry tier: 50,000 hits a month, 30 websites, 30 users
- Cloud free trial with all core features; no credit card
- Premium plugins are sold separately and are closed source
Choose Amplitude if…
- You want a free plan with up to 2M events a month.
- You expect to need experiments, SSO and access controls as the team grows.
- You want heatmaps alongside product analytics on a paid plan.
Choose Matomo if…
- You want to keep analytics data on your own servers.
- You want reports that resemble Google Analytics without sending data to Google.
- You have many users who need access on one install.
Frequently Asked Questions
Is Amplitude better than Matomo?⌄
There’s no single winner; pick on your constraint. Choose Amplitude if you want a free plan with up to 2M events a month. Choose Matomo if you want to keep analytics data on your own servers.
What is the difference between Amplitude and Matomo?⌄
What it is — Amplitude: Product analytics platform. Matomo: Web analytics, self-hosted or cloud. What it measures — Amplitude: User behaviour, cohorts, experiments. Matomo: Website traffic, goals, ecommerce. Self-hosting — Amplitude: No (hosted). Matomo: Yes, free (GPL v3 core). How you pay — Amplitude: Free tier, then event-based plans. Matomo: Free on-premise, or Cloud by hits. Free access — Amplitude: 2M events and 10K replays a month. Matomo: Full on-premise Community edition.
Amplitude vs Matomo: which is cheaper?⌄
Amplitude pricing: Free · paid plans by quote. Matomo pricing: Free · paid from $29/mo. Confirm current pricing on each tool's official site, as plans change.
When should I skip both Amplitude and Matomo?⌄
Skip Amplitude if you want published per-event prices at every tier. Mixpanel lists Growth prices up to 20M events. Skip Matomo if you want a lightweight script and a one-page dashboard. Plausible or Fathom are simpler.
Sources · tool facts checked November 2026
See more options in our guide to the best analytics tools for startups.
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