Switching from Google Analytics to Matomo: step by step

Many websites leave Google Analytics to reduce consent effort, gain more data control or move to European data processing. Matomo is the most established alternative. This guide walks step by step through the switch – from the decision to cookieless measurement.

This guide is editorial guidance, not legal advice. Whether you can drop the consent banner in your case should be checked if in doubt.

The essentials in brief

• Matomo is the most established GA alternative – as an EU cloud or self-hosted.
• Cookieless is possible: in many cases the consent banner for audience measurement is no longer needed.
• Data sovereignty: self-hosting keeps all data on your server; the cloud is in the EU.
• Plan for parallel operation to compare numbers before switching GA off.

Google Analytics vs. Matomo compared

More options are on our Google Analytics alternative page and the web analytics category.

Step 1: Decide on cloud or self-hosting

First decide how you want to run Matomo:

• Matomo Cloud – quick to start, no server maintenance, hosting in the EU according to the provider. Good if you do not want to run your own infrastructure.
• Self-hosting – full data sovereignty, data stays on your server. Requires a PHP-capable server, a database and regular maintenance.

Those who want maximum sovereignty and have the resources choose self-hosting. For most small teams, the cloud is the more pragmatic path.

Step 2: Set up Matomo

After registering (cloud) or installing (self-hosting), add your website as a new "Measurable". Matomo then generates a tracking snippet.

• Add the snippet in your site's head – or via a tag manager.
• Enable data-minimising settings (e.g. IP anonymisation).
• Check the real-time report to confirm visits arrive.

Step 3: Enable cookieless measurement

Matomo can be configured to work without cookies. In many cases this removes the need for a consent banner for audience measurement. Enable the cookieless option in the privacy settings and disable features you do not need.

Step 4: Rebuild key goals and reports

Google Analytics and Matomo differ in the details. Take time to transfer your most important reports:

• Redefine goals/conversions
• Check campaign parameters (UTM)
• Set up e-commerce tracking if needed

Step 5: Parallel operation and switch-off

Run Matomo alongside Google Analytics for a while to compare the numbers and get familiar with the interface. Once everything fits, remove the Google Analytics snippet.

Common pitfalls

• Different numbers: Matomo and GA count slightly differently. Small deviations are normal.
• Bot traffic: check the filters to exclude automated visits.
• Self-hosting maintenance: plan updates and backups from the start.

Frequently asked questions

Can Matomo be used without a consent banner?

Matomo can be run cookie-free, which in many cases means no consent banner is needed for audience measurement. Whether this applies to your specific setup depends on the data collected and should be checked if in doubt.

Can I bring my historical GA data along?

A direct 1:1 import is not provided. The usual approach is parallel operation: archive GA data and build Matomo fresh from the switchover point. This gives you a clean, sovereign data basis.

Cloud or self-hosting – which is better?

Self-hosting offers maximum data sovereignty but requires servers, updates and backups. The EU cloud is quick to start and low-maintenance. For most small teams, the cloud is the more pragmatic path.

Switching to Matomo is often the first step toward a sovereign stack. The full path is shown in our guide Replacing US software.