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9 Matomo Alternatives That Might Be A Better Fit

Web analytics tools are essential for SaaS companies in order to better understand visitors and potential customers, improve user engagement and retention, and achieve business growth.

However, with so many options, it can be tough to decide on the best analytics tool for your business. If you have been using Matomo for while and are looking for an alternative, there are several other tools that are worth considering. In this article, I will be listing 9 of them.


About HockeyStack

HockeyStack is an end-to-end analytics tool for SaaS companies. It unifies marketing, revenue, sales, and product data into one dashboard with no code so that you can understand what really drives revenue at your SaaS. It’s completely no code, and it doesn’t require any setup.

HockeyStack’s Features

HockeyStack offers these features with no code:

  • Step-by-step user journey
  • Custom dashboards
  • Funnels and goals
  • Insights
  • Surveys
  • Revenue analytics
  • Segments

and more

HockeyStack Pricing

HockeyStack has a free forever plan and 3 paid plans. Paid plans have a 14-day trial with a 30-day refund guarantee.

You can check out the pricing page here.

HockeyStack Integrations

  • Paddle
  • Stripe
  • Hubspot
  • Salesforce (coming soon)
  • Zapier (coming soon)

HockeyStack Pros and Cons

As I’m a co-founder of HockeyStack, I cannot say that I’m 100% objective in my review, but here is an (almost) honest review of HockeyStack’s pros and cons 🙂

HockeyStack Pros

The unique benefit of HockeyStack is its ability to unify your marketing, revenue, sales, and product data using no code. This allows you to uncover unique insights that you wouldn’t be able to by using multiple tools as they cause you to have fragmented data.

  1. You can integrate with Stripe, Paddle, and Hubspot and build every single dashboard that you can think of, using all sales, marketing, revenue, and product metrics.
  2. You can create funnels, goals, and surveys, which are rare to get with other tools on this list.
  3. You don’t need any developers, tracking is cookieless, and the script is small, so it doesn’t increase your site loading time.

HockeyStack Cons

HockeyStack generally lacks reporting features as it’s not focused on agencies and other reporting-based businesses.

  1. HockeyStack doesn’t have weekly e-mail reports
  2. The tool lacks some integrations, such as Salesforce, Mailchimp, and Zapier. (which are on the roadmap)

Google Analytics

About Google Analytics

Google Analytics is a popular web analytics tool offered by Google that tracks website traffic and provides real-time data. Google Analytics was launched in November 2005.

Main features of Google Analytics are:

  • Reporting (audience, advertising, behaviour and conversion reports)
  • Data Analysis and Visualization (easy data access, filtering, funnel analysis, segmentation, and visualizing and monitoring)
  • Data Collection and Management (APIs, custom variables, user access controls)
  • Data Activation (intelligence and anomaly detection, predictive analysis, and more)

Google Analytics Use Cases

  1. Analyze user journeys through content

To better understand the user journey, you can create User-ID to identify users uniquely, and you can use the path analysis technique to observe their path. The path analysis begins with an event that the user undertakes, and is followed by subsequent actions, such as viewing an image. The path can also be viewed backwards.

  1. Attribution Modeling

Attribution modelling is essential for marketers to understand which channels are most valuable for their campaign.

Modeling enables the user to analyze traffic quality and make decisions about the channels for the future. You can choose your attribution model depending on your advertising goals.

Google Analytics Pricing

Google Analytics offers two plans: the basic plan, which is free and Google Analytics 360. Though most businesses use the basic plan, Google Analytics 360 might be suitable for enterprises that need higher Hit Limits, increased data freshness, or more customizations of dimensions and metrics, to name a few.


About Mixpanel

Mixpanel is a business analytics software that enables the user to capture and analyze data on how users interact with the digital product. Unlike GA, the software uses event-based tracking which tracks the actions of users on the website, such as clicking or making a transaction. Mixpanel was founded in 2009 in San Francisco by Suhail Doshi and Tim Trefren.

The main features of Mixpanel are:

  • A/B Testing
  • Conversion Tracking
  • Retention Features
  • Funnel Analysis
  • Versatile Data Visualization
  • Point and Click Analytics
  • Visual Coding
  • Customer Engagement
  • Annotations
  • Mobile Surveys

Mixpanel Use Cases

  1. Conversion Funnel

Deliveroo is a food delivery company that uses Mixpanel. To increase number of orders and ROI, Deliveroo must ensure that its restaurant partners are minimizing churn and increasing conversion. Using Mixpanel’s conversion funnel, they are able to answer questions related to their partners’ performance and identify areas of friction.

  1. Tracking Cross-Device Behavior

Ancestry, a large genealogy company, previously relied on Adobe Analytics for tracking user behavior on desktop. However, the mobile visibility was limited. With Mixpanel, Ancestry now tracks actions on both web and mobile and improve user engagement and experience.

Mixpanel Pricing

Mixpanel has three plans: The Free plan tracks 100k users monthly and provides the necessary features to uncover essential insights about your product. The Growth plan offers the ability to pick the users being tracked and to buy online. The Enterprise plan has custom plans and pricing suitable for large organizations. Mixpanel also has a free trial.


About Heap

Heap is an analytics platform that captures comprehensive data, provides analysis, and generates real-time reports. Heap was founded in 2013 by Ravi Parikh and Matin Movassate.

The main features of Heap can be divided into 5 categories:

  • Core: This feature auto captures every bit of data by codeless retroactive analysis, thus enabling access to complete user history as well as a unified customer identity.
  • Attribution: Beside measuring visits, this feature unifies customer identity by combining different omni channel journeys such as switching from web to mobile.
  • Conversion: Assesses the efficiency of A/B tests and identifies the friction in user flows. Through the retroactive funnels, users can identify the pages that visitors tend to leave, and understand how A/B tests impact the customer’s whole experience.
  • Enrichment: This feature provides a holistic view of the user behaviour as it combines CRM and behavioral data that can be accessed in one click.
  • Warehouses: With Heap Connect, all the data is automatically synced to your warehouse.

Heap Use Cases

  1. User Segmentation

Redfin is a real-estate brokerage that uses Heap. Nick Smith, Senior Product Manager, recounts that before releasing new features, the company relies on Heap to do user segmentation for certain demographics and compare how people are receiving it. The foresight that they gain enables them to identify problems early and make better decisions.

  1. Conversion rate optimization

At theSkimm, which is a media company that provides daily newsletters, the team is able to identify user behavior to determine the actions that lead to conversion using the list view feature of Heap. theSkimm puts key user actions into funnels and analyzes retroactive data.

As a result, they are able to make product improvements to direct people to those actions.

Heap Pricing

Heap offers four payment plans with different features and levels of customization. You can find out more about pricing here.


About Oribi

Oribi is another web analytics tool that uses event-based tracking to help you analyze user behaviour and increase conversions. Oribi provides an easy-to-use interface, an emphasis on key data, and access to multiple dimensions. It was founded in 2015 by CEO Iris Shoor.

Oribi’s key features are:

  • Campaign Management
  • Event Tracking
  • Goal Tracking
  • User Interaction Tracking
  • Multiple Site Management

Oribi Use Cases

  1. Custom Reports

Oribi has a custom reports feature that allows you to choose what metrics you want to include. Key insights can be highlighted and the designs can be customized. Studio Two, which is a marketing agency, uses the feature and has seen a direct effect on their sales.

  1. Conversion Tracking

Using the features of page visits, button clicks and smart funnels,  Upscope Co-Browsing, an interactive screen-sharing company, is able to record and display user events, and thus understand the type of blog posts that result in the highest conversion rate.

This resulted in traffic increase of 20% and a faster publishing rate for blog posts.

Oribi Pricing

Oribi offers a free trial and different plans for business websites, e-commerce shops, and marketing agencies. You can choose to pay monthly/annually and customize the plan based on the amount of monthly visitors on your site.

The lowest price starts at $450/month billed annually, which is quite expensive compared to other analytics tools.


About Pendo

Pendo is a product experience application that provides users tools to help analyze their customer usage and improve customer experience. Pendo seeks to ease the process of understanding customers and help software teams develop products that resonate with and empower them. It was founded in 2013 by Todd Olson, Erik Troan, Eric Boduch, and Rahul Jain.

Pendo offers the following features:

  • Metrics (sessions – digital analytics, engagement, entry and exit pages, standard event tracking)
  • Reporting (real-time reporting, trending, retroactive reporting, segmentation, custom reports and dashboards)
  • Administration (performance and reliability, and user, role, and access management)
  • Product Analytics (account-level analytics, user-level analytics, segmentation, funnels)

Pendo Use Cases

  1. Feedback

Pendo Feedback is a useful tool to understand users’ relationship with your brand without interrupting the product experience. Black Diamond, which is a sports equipment manufacturer, uses Pendo Feedback to sort, group, and prioritize their feedback in an efficient way which helps them offer a higher level of service and save cost.

  1. Product Engagement Score

The Product Engagement Score (PES) is a new feature that shows the combined impact of adoption, stickiness, and growth. PES gives valuable insights that can be used to identify where to invest resources and increase product engagement.

Pendo Pricing

There are 4 different pricing plans for Pendo. The Free plan tracks up to 1,000 users monthly. For higher plans, a vendor needs to be contacted to get custom pricing. Pendo has a free trial too.


About CleverTap

CleverTap is a customer engagement and retention platform that provides predictive modeling and real-time behavioral analytics. It allows you to build an omnichannel experience and deliver very personalized campaigns . CleverTap was founded by Anand Jain, Sunil Thomas, and Suresh Kondamudi in 2013.

With CleverTap, you can have access to the following features:

  • Advanced Behavioral Segmentation
  • Funnels
  • Retention Cohorts
  • Pivots
  • Flows
  • Rich User Profile
  • Uninstall Tracking

CleverTap Use Cases

  1. Psychographic Segmentation and RFM

The psychographic segmentation feature focuses on user preferences and interests to get a more accurate view of user behavior. This tool uses machine learning to help uncover predominant interests and optimize accordingly. RFM is an automated segmentation tool that divides customers into loyal, at-risk, and hibernating, giving insights on where to take action.

  1. Funnels and Journeys

Movii is a Columbian electronic payment business that offers digital debit cards. Their goal was to maximize the number of transactions on their app, which was lower than they expected.

Movii uses the real-time insights from funnels to identify the friction points that deter customers from completing the onboarding.

Then they create omnichannel journey campaigns to increase engagement in onboarding, which causes the majority of inactive users to complete the process.

CleverTap Pricing

Besides a 14-day free trial, CleverTap offers a Startup plan that tracks up to 100k users per month, and an Enterprise plan for 100k+ users. The Startup plan starts at $200 per month for 20,000 users. The Enterprise plan has custom pricing.


About FullStory

FullStory is a Digital Experience Intelligence (DXI) platform that tracks user behaviour. It has a recording feature that allows the user to playback tracking data. FullStory was founded in 2014 by CEO Scott Voigt and has headquarters in Atlanta, Georgia.

FullStory has the following key features:

  • Dashboards
  • Metrics (sessions – digital analytics, engagement, standard event tracking)
  • Reporting (real-time reporting, trending, session replays, monitoring)
  • Funnels

FullStory Use Cases

  1. Customer Engagement

TrueCar, a website that provides pricing for new and web cars, uses FullStory to increase engagement in their configurator flow, which is important to increase sales.

They use various different tools and A/B test changes to the configurator flow. By using the heatmaps feature in FullStory, they can understand user engagement with each A/B test variant and compare performance.

The combination of A/B tools and FullStory has increased engagement by over 50% in 90 days.

  1. Bug Fixing

FullStory uses debugging tools to identify and reproduce bugs.

GenM, an educational platform, uses FullStory to instantly catch and replicate bugs that would otherwise take them days. This has saved them 500 hours of manual QA work.

  1. Session Replay

FullStory’s Session Replay feature allows researchers to playback the exact actions a user went through when navigating their site.

Metromile is a tech company that offers pay-per-mile car insurance. It uses Session Replay to understand the source of hesitation and confusion of visitors on their site.

As a result, they developed educational materials on their webpage to help customers in their journey, which lead to higher conversions and revenue.

FullStory Pricing

There are three packages: Free trial, Business, and Enterprise. Pricing varies based on session volume and data retention. The free trial lets you experience the Business package for two weeks.


About Amplitude

Amplitude is a web and mobile product analytics service that help businesses track and analyze user behavior. Amplitude was founded by CEO Spenser Skates in 2012.

Key features of Amplitude:

  • Engagement Tracking
  • User Flows
  • User Segmentation
  • Funnels
  • Zooming in on data points
  • Custom cohorts for data points

Amplitude Use Cases

1.Amplitude Templates

Templates help recreate or reuse past analyses and evaluate the performance of new releases.

Babbel is a language learning app that uses Templates to evaluate the changes on products by producing curated charts. These insights help Babbel accelerate new content release and track the impact of product changes on conversion and retention.

  1. Real-Time Data Insights

GoFundMe is a free social fundraising platform that needed another business intelligence platform for managing internal stakeholder queries.

Using Amplitude’s Segmentation, Funnels, and AB Test View, GoFundMe spends less time writing SQL queries and began a fast-paced experimentation process.

Amplitude Pricing

Amplitude has a free version, a Growth plan and an Enterprise plan. Sales should be contacted to get customized pricing for paid plans.


Though analytics tools serve the same purpose of increasing user engagement and driving business growth in the long run, the features and benefits do differ. Before investing in one, it is important to know if the tools’ capabilities align with your business requirements and objectives. This article provided some insights into the features of alternative tools you might consider for Matomo as well as some use cases.


How much does Matomo cost?

Matomo has two versions: On-premise and Cloud. On-premise is for free, but some features need to be purchased to be used. The Cloud version starts from 19 EUR for 50,000 hits, and the price increases with the number of hits.

Where is Matomo based?

Matomo is based in Wellington, New Zealand.

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