Amplitude vs Matomo: Complete Comparison (2026)
Choosing between Amplitude and Matomo is a common decision for analytics & bi buyers in 2026. Both Amplitude and Matomo are established players, founded in 2012 and 2007 respectively. Amplitude serves 3.5K+ orgs users while Matomo has 1.4M+ websites users globally. Amplitude differentiates with user journey analysis and behavioral cohorts, while Matomo leads with web analytics and heatmaps. In this head-to-head comparison, Amplitude earns a higher hiltonsoftware.co score of 90/100 — but the right choice depends on your specific needs, budget, and team size.
Quick Comparison
Feature-by-Feature Comparison
Pros & Cons at a Glance
After comparing Amplitude and Matomo across features, pricing, and user satisfaction, Amplitude takes the lead with a score of 90/100 versus Matomo's 88/100. Amplitude's key advantages include "excellent product analytics" and "generous free tier up to 10m events". That said, Matomo has its own strengths — particularly "full data ownership and privacy" — making it a viable alternative for specific use cases.
Both Amplitude and Matomo offer free plans, lowering the barrier to entry. Amplitude's paid plans start at $49/mo while Matomo begins at $23/mo (cloud). Evaluate which paid features — A/B test analysis, Predictions (Amplitude) vs Session recordings, Self-hosting (Matomo) — justify upgrading for your team.
Bottom line: Choose Amplitude if you need product and growth teams analyzing user behavior and optimizing funnels. Go with Matomo if your priority is organizations needing full-featured, gdpr-compliant web analytics they own. Both are strong analytics & bi tools — we recommend trying the free plan of each before committing.
Product and growth teams analyzing user behavior and optimizing funnels.
Organizations needing full-featured, GDPR-compliant web analytics they own.