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Last checked: 5. Juli 2026

Switching from Google Analytics to Matomo: step by step

A practical guide for switching from Google Analytics to Matomo – from the decision and setup through to cookieless measurement.

Why switch at all?

Many websites are leaving Google Analytics because they want to reduce consent effort, gain more data control or use a provider with European data processing. Matomo is the most established alternative: you can either host it yourself or use it as an EU-hosted cloud.

This guide is editorial guidance and not legal advice. Whether you can do without a consent banner in your specific case should be checked if in doubt.

Step 1: Decide between cloud and self-hosting

First, decide how you want to run Matomo:

  • Matomo Cloud – quick to get started, 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 remains on your server. Requires a PHP-capable server, a database and regular maintenance.

Anyone who wants maximum sovereignty and has the necessary resources chooses self-hosting. For most small teams, the cloud is the more pragmatic route.

Step 2: Set up Matomo

After registration (cloud) or installation (self-hosting), create your website as a new "Measurable". Matomo then generates a tracking snippet.

  • Embed the snippet in the <head> of your website – or via a tag manager.
  • Enable the settings for data-minimizing tracking (e.g. IP anonymization).
  • Check the real-time report to see whether visits are coming in.

Step 3: Enable cookieless measurement

Matomo can be configured so that it works without cookies. In many cases, this removes the need for a consent banner for reach measurement. To do this, enable the cookieless option in the privacy settings and disable functions you do not need.

Step 4: Rebuild important goals and reports

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

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

Step 5: Parallel operation and shutdown

Run Matomo in parallel with 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 firmly.

If you are unsure which option fits your case, our comparison of European web analytics tools will help.

The Sovereignty Score is an editorial orientation aid, not legal advice. How we rate.