Matomo
Privacy-focused web and app analytics software for organisations.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- InnoCraft Limited
- Entity type
- COMPANY
- Founded
- 2007
- Headquarters
- Po625 - 7 Waterloo Quay, Pipitea, Wellington, 6011, New Zealand
- Company size
- <10
- Market role
- MarTech Vendor
- Official website
- matomo.org
What Matomo does
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.
Category differentiation
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Building on its recent brand refresh and ISO 27001 certification, Matomo has launched Matomo MCP to accelerate data access and decision-making. The organisation is now addressing evolving traffic patterns by providing frameworks to identify and categorise AI chatbot interactions within web analytics. These updates, alongside continued market validation as a leading GDPR-compliant self-hosted solution, underscore a strategic focus on enhancing platform performance and security whilst maintaining its core focus on data privacy.
Business model & monetisation
Matomo uses a hybrid open-source and commercial software model. The self-hosted core is available free of charge, which supports adoption and ecosystem growth, while monetisation comes from cloud subscriptions, premium plugins and add-ons, marketplace licensing and paid support plans with SLA-style service tiers. Pricing evidence explicitly indicates subscription SaaS for Matomo Cloud starting at around $23 per month, with usage and feature-based scaling.
- Matomo Cloud subscriptions
- Software Subscription
- Premium plugins and marketplace extensions
- Software Subscription
- Enterprise support plans
- Service Fee
- On-premise commercial add-ons
- Software Subscription
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Full Stack Product Engineer (Germany | United Kingdom | Ireland)(Mid-Level) | Engineering | Remote (EU) | |
| Senior Infrastructure DevOps Engineer(Senior) | Engineering | Remote (EU) |
Explore company relationships
Questions about Matomo
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
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