Matomo
Matomo is a privacy-focused web and app analytics software for organisations.
Matomo operates in the MarTech Vendor segment.
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Distinction
Matomo is a measurement and analytics software platform, not a media publisher, ad network or DSP. It competes with web analytics vendors rather than ad buying or marketing automation platforms.
- Founded
- 2007
- Headquarters
- Po625 - 7 Waterloo Quay, Pipitea, Wellington, 6011, New Zealand
- Core Segment
- MarTech Vendor
- Company Size
- <10
- Official Links
- Website
- Verified
- 2026-04-22
Key insights about Matomo
Matomo: About
Matomo creates value by giving organisations analytics infrastructure that they can either run themselves or consume as a managed cloud service, while retaining control over behavioural data. Revenue is generated through recurring subscriptions for Matomo Cloud, paid extensions and marketplace plugins, enterprise support plans and related commercial add-ons layered on top of the free on-premise core.
Products & Services in Categories
Verified structural categorizations from the graph
Matomo: Market Position
Matomo is the trading brand of InnoCraft Limited, a New Zealand software company focused on privacy-centric web and app analytics. Its core product set includes a hosted analytics platform, a self-hosted deployment, tag management, WordPress integration, a data warehouse connector and a plugin marketplace. The company positions itself as an alternative to mainstream analytics tools by emphasising first-party data ownership, self-hosting options and compliance-oriented deployment flexibility.
Matomo: Key Competitors & Alternatives
→ View full competitor landscapeMatomo: Frequently Asked Questions
What is Matomo?
Matomo is a privacy-focused web and app analytics platform offered under the Matomo brand by InnoCraft Limited.
Who uses Matomo?
It is used by marketing teams, analytics teams, developers, IT and security teams, agencies and enterprises that need website or app measurement with stronger data control.
How does Matomo make money?
It makes money through cloud subscriptions, premium plugins and add-ons, marketplace sales and paid support plans for organisations using the platform.
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