Amplitude vs Matomo
A source-aware comparison of pricing, documented capabilities and workflow fit.
Short answer
- Price: not directly comparable — Amplitude is free tier available, Matomo is free tier available.
- How to start: both are free tier available.
- Where they differ: only Matomo has mobile app and open source / self-hostable; both offer public api and sso (saml).
These lines are generated from the pricing we track, not from a paid placement. How we score tools.
What Amplitude is
What Amplitude isAmplitude is the world's #1 ranked product analytics platform, trusted by massive brands like Ford, Walmart, and Burger King. It goes beyond simple traffic tracking to provide deep insights into the 'behavioral' patterns that drive growth and retention. With its 'Digital Analytics Platform' approach, it combines analytics, A/B testing, and a customer data platform into one powerhouse. It is designed for teams that want to turn every user interaction into an opportunity for product-led growth.
What Matomo is
What Matomo isMatomo is web analytics you can self-host, giving you the data without sending it to a third party. It covers most of what mainstream analytics does, with full data ownership. Self-hosting means the raw data never leaves your servers, which removes a whole class of consent and data-transfer questions. The price is that you now run and scale an analytics database, and reporting on high-traffic sites needs real hardware.
Side by side
| Amplitude | Matomo | |
|---|---|---|
| Category | Marketing | Marketing |
| How to start | Free tiernot a monthly price | Free tiernot a monthly price |
| Public API | Yes | Yes |
| Mobile app | No | Yes |
| Open source / self-hostable | No | Yes |
| SSO (SAML) | Yes | Yes |
| Visit | Amplitude ↗ | Matomo ↗ |
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What Amplitude is built to do
- Behavioral Cohorts
- Group users based on complex action patterns to measure their long-term value.
- Experiment
- An integrated A/B testing platform that uses your real product data.
- Compass
- Identify the 'North Star' metrics that correlate most with user retention.
- Data Governance
- Sophisticated tools for keeping your company's data clean and trustworthy.
What Matomo is built to do
- Self-hosted or cloud
- Runs on your own servers or as a managed instance, with the same reporting.
- Raw data ownership
- Keeps unsampled visit data in a database you control and can query directly.
- Heatmaps and session recording
- Adds behaviour tools alongside standard traffic reporting.
Choose Amplitude if
- Products under 2 million events a month — the Free plan is permanent, has unlimited seats and 1-year retention
- Teams that would rather pay as they grow: Plus scales from $0 up to 70 million events with 2-year retention
- Product teams that want session replay bundled (10K sessions/month on Free and Plus)
Skip Amplitude if
- You need more than 2 years of retention or custom volume: that is Growth or Enterprise, priced by contact
- Your event volume is already above 70 million — Plus stops there
- You expect a time-boxed trial with full features: Amplitude offers no trial, only the Free plan
Choose Matomo if
- Owning your analytics data outright — self-hosting is free forever with unlimited users and hits
- Teams that need a Google Analytics alternative for privacy or regulatory reasons
- Trying the hosted version: free trial with no card
Skip Matomo if
- You will not run a server — free means self-hosted; Matomo Cloud starts at €29/month for 50,000 hits
- Your traffic grows: Cloud pricing scales by monthly hits, band by band
- You want support included; the free Community plan gets forum support only
Evidence and freshness
Where a claim on this page comes from a vendor page, it is linked here.
Amplitude: pros & cons
- Industry Leader: The most trusted name for enterprise-level product analysis.
- Behavioral Cohorts: Group users by what they DO, not just who they are.
- Pathfinder: See all the different paths users take through your app to find bottlenecks.
- Predictive Analytics: Use machine learning to predict future user actions and churn.
- Complexity: One of the most difficult analytics tools to master fully.
- Implementation: Requires a very meticulous data tracking plan to be effective.
- Price: Enterprise plans are among the most expensive in the entire industry.
Matomo: pros & cons
- You keep the raw data on your own servers
- Cookie-free tracking option eases consent requirements
- Open source with a cloud option if you prefer
- Self-hosting requires database maintenance
- Reporting is slower on large datasets
- Cloud pricing scales with pageviews
Our verdict on Amplitude
The most powerful platform for companies whose business depends on their product's performance.
Our verdict on Matomo
The strongest option when data ownership is a requirement. Otherwise the operational load is real.
Published plans, side by side
Every figure below was read from the vendor's own pricing page and is shown with the sentence it came from. Where a vendor publishes no plan prices, we say so rather than guess.
Amplitude
- Free$0/mo
Free $0: 2M events/month, 1-year retention, unlimited seats, 10K session replays, no credit card
Matomo
No published plan prices verified. Matomo either quotes on request or renders its prices in a way we could not read from the pricing page.
Amplitude vs Matomo: common questions
- Does Amplitude or Matomo have a free plan?
- Both do: Amplitude has a free tier with limits, and Matomo has a free tier with limits.
- What is the difference between Amplitude and Matomo?
- On the criteria we check, only Matomo has mobile app and open source / self-hostable; both offer public api and sso (saml). The table above lists every criterion side by side.