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AppsFlyer vs Matomo: Which is Better in 2026?

Analytics

Choosing between AppsFlyer 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.

AppsFlyer is for: Mobile app marketers who need to attribute installs and in-app actions to paid campaigns.

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 AppsFlyer if you run paid campaigns for a mobile app and need to know which ones drive installs. Choose Matomo if you want to keep analytics data on your own servers.

AppsFlyer vs Matomo — Side by Side

AppsFlyerMatomo
CategoryAnalyticsAnalytics
What it isMobile attribution platformWeb analytics, self-hosted or cloud
What it measuresInstalls and conversions by campaignWebsite traffic, goals, ecommerce
Self-hostingNo (hosted)Yes, free (GPL v3 core)
How you payPer conversion ($0.07 on Growth)Free on-premise, or Cloud by hits
Free access12,000 conversions in the first yearFull on-premise Community edition
PricingFree · then usage-basedFree · paid from $29/mo
Starting priceFree tier availableFree tier available
Free tier
Best forAnalytics — mobile attribution, paid campaigns, ROASAnalytics — data ownership, self-hosted, GA-style reports

Pros & Cons

  • Free Zero plan: 12,000 conversions in the first year
  • Pay-as-you-go Growth at $0.07 per conversion
  • Organic installs are not counted
  • Zero plan excludes apps with paid activities
  • Fraud protection is on Enterprise
  • Measures attribution, not product funnels
  • 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

AppsFlyer

  • Zero (free): 12,000 free conversions in the first year; not for apps with paid activities
  • Growth: pay-as-you-go at $0.07 per conversion after the 12,000 free
  • Growth adds basic mobile attribution for paid campaigns
  • Enterprise: custom pricing with cross-channel attribution, ROAS optimization and fraud protection
  • Organic installs and actions are not counted and are free

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 AppsFlyer if…

  • You run paid campaigns for a mobile app and need to know which ones drive installs.
  • You want to start pay-as-you-go rather than sign an annual contract.
  • You need mobile fraud detection on an enterprise 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 AppsFlyer better than Matomo?⌄

There’s no single winner; pick on your constraint. Choose AppsFlyer if you run paid campaigns for a mobile app and need to know which ones drive installs. Choose Matomo if you want to keep analytics data on your own servers.

What is the difference between AppsFlyer and Matomo?⌄

What it is — AppsFlyer: Mobile attribution platform. Matomo: Web analytics, self-hosted or cloud. What it measures — AppsFlyer: Installs and conversions by campaign. Matomo: Website traffic, goals, ecommerce. Self-hosting — AppsFlyer: No (hosted). Matomo: Yes, free (GPL v3 core). How you pay — AppsFlyer: Per conversion ($0.07 on Growth). Matomo: Free on-premise, or Cloud by hits. Free access — AppsFlyer: 12,000 conversions in the first year. Matomo: Full on-premise Community edition.

AppsFlyer vs Matomo: which is cheaper?⌄

AppsFlyer pricing: Free · then usage-based. Matomo pricing: Free · paid from $29/mo. Confirm current pricing on each tool's official site, as plans change.

When should I skip both AppsFlyer and Matomo?⌄

Skip AppsFlyer if you only need in-app usage analytics. Firebase Analytics is free. Skip Matomo if you want a lightweight script and a one-page dashboard. Plausible or Fathom are simpler.

Sources · tool facts checked November 2026

  1. 1.AppsFlyer pricingappsflyer.com
  2. 2.Matomo pricingmatomo.org
  3. 3.Matomo free softwarematomo.org

See more options in our guide to the best analytics tools for startups.

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