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The decision to convert from Google Analytics to Matomo should be made as soon as possible for the 8 reasons detailed below.

Many webmasters, SEO specialists, marketers, and other professionals across a variety of industries have expressed concern in light of the recent release of Google Analytics 4 (GA4) and the subsequent depreciation of Universal Analytics.

After the first of July in 2023, Google's Universal Analytics, the most widely used internet analytics platform in the world, will no longer be able to handle any new data. Users are strongly encouraged by Google to set up GA4 tracking as soon as humanly practical.

If you are considering upgrading to Google Analytics 4, there are two primary reasons why you should think twice about doing so:

Recent decisions in France and Austria have decided that using Google Analytics in violation of GDPR is illegal. It is anticipated that this pattern will continue to spread throughout the EU.
Users that transfer their accounts from Universal Analytics to Google Analytics 4 will have all of their data deleted.

As a potential safeguard against these dangers, a number of companies are mulling about the possibility of using Matomo, an alternative to Google Analytics. It is a fantastic solution for companies that want to take ownership of their data, comply with privacy rules, and avoid the stress of Google deprecating the software on which they rely as it is an option that satisfies all three of these requirements.

Moving from Google Analytics 4 to Matomo could save your firm time, money, and stress. While there are two reasons why you should avoid using Google Analytics 4, there are seven reasons why switching could be beneficial.

It's time to make the transfer from Universal Analytics to Matomo if you wish to steer clear of the dangers posed by GA4.

1. Create a backup of all of the historical data from Universal Analytics for usage in the future

Users who migrate to GA4 will be dissatisfied because the new platform does not support data imports from Universal Analytics. In addition, according to Google, users won't be able to access this data for "at least six months" after Universal Analytics's processing of fresh data has been finished (July 1, 2023).

Because of the loss of years' worth of crucial data, organisations won't be able to report on year-over-year comparisons of their results.

Any organisation that makes use of Universal Analytics will have the ability to include this data into Matomo thanks to the Google Analytics Importer plugin for Matomo. As a consequence of this, shifting to Matomo might lessen the amount of downtime that your organisation experiences while enabling it to keep years' worth of vital web analytics data.

2. It's incredibly simple to use

Web analytics is already challenging enough without having to contend with user interfaces that are hard to grasp on the various platforms (UIs). A significant amount of feedback on the internet describes the user interface (UI) of GA4 as being "horrible and unmanageable."

Matomo is a popular alternative to Universal Analytics because to its user-friendly design, which incorporates many of the features that have contributed to Universal Analytics' popularity and helped make it so successful. You'll find all of the same well-liked features, including, to name just a few, Visitors, Behaviour, and Acquisition.

With Matomo, you won't have to devote as much time to coming up to speed as you would with GA4, which means you'll have more time to devote to high-value work.

3. Accurate unsampled data

Data sampling and machine learning are the two approaches that are utilised by GA4 in order to fill in gaps in the system. Estimates of future activity are commonly used as the basis for important business decisions, despite the fact that such reliance is fraught with risk.

Because Matomo does not use any form of data sampling, it is always possible to view the whole picture. Matomo guarantees that the information upon which the data-driven decisions you make are based is correct.

4. The system is designed to protect users' privacy

The protection of user privacy has always been a top priority for Matomo. They are able to accomplish this by providing you with full control over the data that is gathered from the analytics of your website. Your personal information will never be distributed in an immoral manner, such as spam, nor will it ever be compromised.

On the other side, Google Analytics is routinely criticised for its questionable data practises. It is all an elaborate hoax, despite the fact that Google has modified GA4 in order to make it more privacy-friendly. Google builds digital profiles of internet users based on the information gleaned from their Google Analytics accounts. After then, these profiles are used for marketing and advertising purposes.

Customers are becoming increasingly worried about the manner in which organisations manage the privacy of their personal information. Businesses who put an emphasis on protecting their customers' personal information will have an advantage in the marketplace and a dedicated following of clients.

You can better secure the data of your users by switching to an analytics system that has an emphasis on privacy from the beginning of the design process.

5. Observance of regulations governing privacy on a global scale

Due to the fact that data is sent to the United States, the use of Google Analytics is now illegal in France and Austria. After updating to GA4, this problem has not been resolved because information is still transmitted to the United States.

GDPR, HIPAA, CCPA, LGPD, and PECR are a few examples of privacy laws that can be readily applied in Matomo. Other examples include LGPD and PECR. Take, for instance:

  • You have the option to opt out of web analytics tracking through the opt-out method that Matomo provides.
  • It is possible to configure analytics such that raw data as well as aggregated reports are saved and then retrieved at a later time.
  • Anonymization is possible for a wide variety of data, including Internet Protocol addresses (IP addresses).
  • DoNotTrack is a setting that can be honoured by Matomo when it is turned on.
  • It is possible to set Matomo such that it does not process any personally identifiable information (also known as PII or PID) (personally identifiable information)
  • The duration that tracking cookies are active for can be readily shortened.
  • It is easy to disable the Visits Log and Visitors Profile features in Matomo. A user's online actions across other websites are not tracked unless the user actively consents to having this information collected.
  • Even without the presence of cookie consent banners, Matomo can still be utilised (unlike with Google Analytics, which will always need user consent to track). According to the French Authority for the Protection of Personal Data, only a select few online analytics tools, such as Matomo, are authorised to gather data from users without first obtaining their consent (CNIL).

As a result of increased awareness, the GDPR is being implemented in an increasing number of nations (like the Brazilian LGPD). Matomo was designed from the ground up to fully comply with all applicable data privacy regulations.

If you switch to a solution that complies with privacy regulations, you will not only be able to keep up with the latest worldwide privacy requirements, but you will also save time doing so.

6. Web analytics that take everything into account

Matomo comes pre-packaged with a plethora of helpful tools, such as heatmaps, session recordings, A/B testing, funnel analytics, and many more. A single platform for behavioural analytics will minimise the need for digital marketing and user experience teams, as well as procurement, to set up and manage various technologies, which means that these teams will benefit from having a single platform.

Making the switch to an analytics platform that encompasses all of your needs at once will not only help you discover more about your target demographic but will also save you money and make your life easier.

Explore all of the helpful functions that Matomo has to offer.

It's possible for Matomo to provide heatmaps of the scroll depth of your page.

7. Tag Manager Integrated

Matomo Tag Manager, in contrast to GA4, is already pre-installed, which results in a user experience that is both more streamlined and consistent. You do not need to be a web developer or someone with other technical skills in order to incorporate tracking tags into your website.

By utilising Matomo Tag Manager, not only will you be able to free up more time for your web developer, but you will also be able to assist your marketing team in better understanding how users engage with your website.

8. Open source is always a good choice for business

Open source software, by its very nature, fosters the growth of entrepreneurial organisations. This is due to the fact that, in contrast to the one-size-fits-all solutions made available by proprietary systems, open source software enables greater innovation and differentiation. This, in turn, assists businesses in standing out from the crowd and promotes competitive healthy at a lower cost.

Low prices while maintaining differentiation

It should come as no surprise that many companies and government agencies in the modern world rely on open source software, such as Linux, as a low-cost alternative that can be swiftly adapted to meet the specific requirements of an organisation. Open source software is expected to make up more than half of all new software purchased over the next few years, according to some estimates. In addition, we are not only discussing the many operating systems and tools for increasing productivity, but also the various intelligent software application technologies, such as machine learning.

The question then is, why are they lower? Because open-source software is frequently developed through community forums and collaborative projects, with developers contributing their time and skills, there is typically very little to no cost in the form of paid expertise, as well as expensive marketing and branding efforts. In addition, clients get access to the source code, which means those customers who are proficient in programming can fix any flaws themselves, saving them from having to pay expensive support fees.

Therefore, besides cost and point of differentiation, what is the primary selling point? The following is a list of some of the benefits of open source:


Open-source software is typically developed using well-established programming languages that have a track record of reliability and sturdiness, such as HTML, C++, Java, or Ruby.


Anyone is able to search for and repair security problems in open source software because of the nature of open source itself. In addition, because it has been subjected to peer review, it makes the software accessible to a large number of auditors who are able to see problems more rapidly. In point of fact, many open source solutions offer a level of security that is far superior to that offered by proprietary Internet Information servers.

Choice without restriction

Because open source software is accessible to everyone, there is not a single organisation that can claim ownership of the software. Furthermore, there is not a single organisation that can be bound to a particular vendor or be required to pay ongoing licencing fees.


When a seller of proprietary software goes out of business, most businesses are forced to scurry to locate a suitable alternative as quickly as possible. However, if an open source project's leader decides to step down, there are plenty of people who can step in and take over. The initiative is not driven by a single vendor but rather by the community.


The open-source software is extremely adaptable. You are free to make use of it and modify it to conform to the requirements that are unique to your situation. It helps you differentiate yourself in the particular market that you operate in. Having the appropriate developers on staff is essential in order to customise open source software and make it your own.

Concluding thought

Even though Google Analytics is free to use, many organisations may find that moving to GA4 will be challenging because of the legal difficulties that surround the platform and the implications of doing so.

Now is the time for businesses to seize control of the data collected through their web analytics platforms and bring themselves into compliance with applicable laws. Make the switch to Matomo and discover why over one million websites have made it their web analytics tool of choice.