To succeed in this digital realm, marketers need to analyse user behaviour. If marketers do not understand user behaviour, they might face severe hurdles. The websites might be relegated to the backseat, and their market value would decrease. However, with the help of web analytics, a particular website can be analysed properly.
This website analysis is performed to optimise the website’s performance. Businesses incorporate analytics to enhance user experience. Two analytics platforms can analyse your website’s performance: Google Analytics 4 (GA4) and Matomo. Before going any further, it is better to compare GA4 vs Matomo. It helps you understand which analytics platform is better.
What is Matomo?
It is one of the finest open-source web analytics platforms that prioritises user privacy. On this platform, data ownership is yours. The platform commenced in 2007 and is implemented by a large number of websites. Users often consider it the best Google Analytics alternative. The platform follows an appropriate data-gathering and processing approach. Nowadays, the majority of businesses are implementing Matomo for their data privacy.
What is Google Analytics 4?
Google Analytics 4 is a successor to Google Analytics. In other words, it is the newest version. To track various websites, the analytics platform implements an event-based model. With the help of artificial intelligence, the platform can easily connect with Google’s ecosystem. The best thing about it is that it stores the essential data on Google’s actual server. Businesses do not have to pay any amount to use this platform. It is available at no cost.
Comparison between Google Analytics 4 and Matomo
The Google Analytics 4 comparison with Matomo gives a few key differences. Businesses need to be aware of them.
Import historical data from Universal Analytics
Google Analytics 4
Users often have the misconception that previous data from Universal Analytics can be easily imported into Google Analytics 4. However, previous data from Universal Analytics cannot be imported into Google Analytics 4. Businesses can’t import and differentiate the previous year’s data.
Matomo
However, Matomo is a platform for storing the previous year’s data safely. For this reason, it is considered the best web analytics platform in 2025. Hence, after using this platform, you can continue with your previous data. Store the valuable data that you have gathered for a certain time period.
User interface
Google Analytics 4
For large and small-scale enterprises, Google Analytics 4 is the appropriate platform. They can use the platform easily and do not face any severe problems. While the platform might not be satisfactory for users. They find it difficult to navigate and say that it is an inappropriate platform. The platform has not received positive user reviews.
Matomo
If the users are looking for an easy-to-use interface, Matomo is the appropriate choice. Users prefer this analytics platform over Google Analytics 4. The platform balances robust features with a user-friendly interface. This is how valuable insights are easily derived. Majority of the companies and users prefer using Matomo to analyse their website.
Enhanced behavioural analytics feature
Google Analytics 4
For machine learning, Google Analytics 4 is a stronger platform. It does not have the enhanced behavioural analytics feature. For some regular activities, this platform is appropriate. To improve this platform, Google Analytics has to include the enhanced behavioural analytics feature.
Matomo
For the appropriate web analytics activity, Mamoto is a one-stop solution. Here you can easily access the metrics. Additionally, there are enhanced behavioural analytics features. With these features, you can know what your website is lacking and why you are getting a few clicks. Hence, you will receive a detailed insight report.
Data preciseness
Google Analytics 4
The objective of GA4 is to make web analytics more privacy-centric. To maintain a track record of some events, the platform does not rely on cookies. GA4 is entirely dependent on machine learning, which helps it fill gaps. Hence, it is better not to utilise GA4 for data precision. The drawbacks prevent users from utilising this platform.
Matomo
Web analytics is incomplete without accurate data. Hence, with sampled data, it is not appropriate to make pivotal business decisions. Mamoto enables you to achieve 100% precise data. The decisions that businesses make are based on real facts and figures. There are no drawbacks to utilising Matomo.
Comply with the privacy laws
Google Analytics 4
To comply with privacy laws, Google is introducing new changes. The actual data is transferred to the United States of America. Hence, GA4 has yet to comply with the privacy laws. The governing bodies of France and Australia have labelled GA4 illegal. With the Privacy Shield 2.0, there is a chance of complying with privacy laws.
Mamoto
On the other hand, Mamoto complies with privacy laws and stores private data securely. The user feels safe while using this analytics platform. They do not have any second thoughts about it. Hence, Mamoto is a reliable platform for analysing a particular website. There is no chance that the data will be transferred to the United States of America.
Which is better, GA4 or Mamoto?
GA4 is the derivative of Google Analytics. However, it lacks a few things, so you cannot rely on it. Therefore, it is better to use Mamoto to analyse a particular website. With some key highlights, Mamoto stands out. That is why the majority of companies rely on Mamoto. The platform enables cookieless tracking. There is no chance of encountering the cookie consent screens. As a business owner, you are recommended to rely upon Mamoto. It is a one-stop solution for your everyday web analytics requirements.
To analyse the performance of your website, consult Lee and Nee Software (Exports) Ltd. We have GA4 and Mamoto experts to analyse the performance of various websites. Hire our experts today. Visit our website to book an appointment today. We are looking forward to partnering with you. We will never disappoint you with our services. Our team takes pride in meeting the varied demands of our clients. There are no chances of dissatisfaction. Don’t wait anymore, contact us now.
