Matomo’s new story: our stronger vision for the future


Over the past year, the team here at Matomo have been working on a very exciting project we’d love to share with you.

It’s to do with the impact we hope for Matomo to have.

As you all know, the world changes at too fast a pace. New technologies, new phones, new everything in the blink of an eye. That’s not what will be happening here.

Instead, we’d like to believe it’s a refresh. Taking stock of how far we’ve come, what we’ve achieved so far, and how far we still have to go.

So we’re rebranding.

The rebrand

Like a caterpillar emerging from a cocoon, we hope to be a reborn analytics butterfly.

As a result of some careful planning and reflection we’ll be updating our logo, website and reasserting our voice.

It’s our chance to look at ourselves in a new light. We are a mighty analytics platform and it should be known we’re comparable to the likes of Google Analytics 360.

Along with the refresh of imagery, we listened to your feedback about the confusion between our two identities, so we’re also taking this opportunity to unite both the business brand of Innocraft with the community brand Matomo into one website.

It makes it easier for people from all walks of life, either as individuals or in large companies, to see us as being able to get down to business with a powerful analytics tool, as well as think on behalf of our community.

We’re the same, but with slight changes in our appearance and a stronger vision for the future.

How far we’ve come …

When we started out, it was about building a community around a movement. From the beginning we were concerned about data ownership, privacy and all things that came with that.

With the help of our community and contributors, we turned Matomo (formerly Piwik) into the trusted #1 open source analytics tool it is today. We’re committed to our community. But we also need to do more.

We’ve been niche and happy staying small, but now we need to take action and start shouting far and wide about what we do.

We once said we need: “To create, as a community, the leading international open source digital analytics platform, that gives every user full control of their data.”

We believe we’ve done that, so we’ll take it one step further.

A web analytics revolution has begun …


The line signifies a new beginning.

This is us standing up and reasserting our voice.

Our new chapter.

The rebrand is our chance to show that, yes, the world is changing, but when it comes to privacy, there are matters meant to be sacred. Privacy is a human right.

What makes it worse in this ever-changing landscape, with data breaches and stolen information, is that losing control of our data is scary, we have a right to know what’s going on with our information and this must start with us.

We know we need to champion this cause for privacy and data ownership.

We came together as a community and built something powerful, a free open-source analytics platform, that kept the integrity of the people using it.

It’s important for us now to feel more empowered to believe in our right to privacy, information and our ability to act independently of large corporations.

The time is here for us to speak up and take back control.

Once more, we need to come together to build something even more powerful, a safer online society.

Join us.

Matthieu Aubry on behalf of the Matomo team

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A powerful web analytics platform that gives you and your business 100% data ownership and user privacy protection.

No credit card required.

Free forever.