Behavioural analytics software
See real behaviour. Keep control of your data.
See where visitors engage, struggle, and drop off. Use Heapmatps, Sessions Recordings, and Funnels. All without giving up control of the analytics data behind your insights.
⭑ 4.7
⭑ 4.2
⭑ 4.7
Trusted by 1 million organisations worldwide
Visualise how user interact with Heatmaps, Session Recordings, and User Flow
Heatmaps
Heatmaps show you where users click, move, and scroll on the page. Spot distracting elements, missed content, and find out where you can improve.
Session Recordings
Replay individual visitor sessions, see real journeys unfold, and explore how people navigate your site. Follow clicks, scrolling, and page interactions to see the behaviour behind the metrics with Session Recordings.
User Flow
Get the full funnel journey view. See how visitors progress and where they drop out, and identify the best areas to investigate and optimise.
See visitor behaviour in action and act on it
From page-level patterns to individual journeys, use Matomo to investigate what your visitors do, focusing on optimisation where it matters most.
- Spot the pattern with Heatmaps
With Matomo’s Heatmaps, you can see where and how visitors interact on the page. Visualise clicks, cursor movement, and scroll reach on a page. Use them to find ignored CTAs, improve layouts, and get a better understanding of visitor behaviour. - Inspect individual behaviour using Session Recordings
Session Recordings let you replay real visitor journeys. Pick the pages you want to record and see how visitors click, scroll and move through them. Discover the friction behind attribution and funnel results. Define what appears in the recordings for more control over your behavioural investigations. - See where journeys break down
User Flow shows the paths visitors actually take through your website or app, including where they continue, change direction or drop off. Use it to spot common journeys, navigation bottlenecks and areas where engagement starts to fall away. - See who’s affected with Segmentation
Compare visitor behaviour by segment. Matomo’s Segmentation lets you analyse reports for defined audience groups. Align your campaign landing pages with paid-traffic behaviour and target high-value audience groups with adapted content. Prioritise the segments with the best conversion opportunities.
Turn behaviour into conversions
Matomo lets you identify friction, prioritise changes, and improve journeys, all while retaining control of your data.
- Improve the journeys that lead to conversion
Use User Flow to see where visitors continue, change direction, or drop off across your site. Investigate individual sessions with Session Recordings to understand what happened and combine journey-level patterns with real visitor behaviour to spot friction and prioritise improvements. - Base product and UX decisions on real behaviour
Replace assumptions about how people use your site with evidence from real visitor interactions through Heatmaps. See how audiences behave and what likely draws user attention, and when journeys become difficult. Use this evidence to choose and prioritise what to redesign, remove, or improve. - Prioritise the improvements that matter most
Use Users Flow and Segmentation to identify journeys and audiences that deserve closer attention, then investigate individual behaviour with Session Recordings. Help product, marketing and development teams focus on the UX problems with the greatest potential for impact. - Help support GDPR requirements
Ensure you’re aligned with GDPR requirements with data anonymisation, consent management tools, and configurable data retention settings help. These features work together, giving you control over how visitor data is collected and stored. Just remember that compliance still depends on configuration and usage. For best practices, follow Matomo’s GDPR Guidance. - Keep full control of your data
Matomo’s On-Premise option allows you to retain full ownership of your analytics data. Host on your own infrastructure, control where it’s stored, how it’s processed, and who can access it. Keep sensitive analytics data within your infrastructure to control hosting, access, and data residency policies.
Own your data
Matomo stores your data on an EU-based cloud or lets you store it on your own servers. Your data won’t be sold to advertising ecosystems, combined with other customers’ data, or used for Matomo’s own commercial purposes. For organisations in regulated sectors (healthcare, finance, etc.), control over data storage, access and use is especially important. Matomo provides privacy and governance controls designed to support requirements under frameworks such as GDPR, CNIL and CCPA, depending on your configuration, implementation and legal obligations
100% data ownership
GDPR · CCPA · HIPAA
Self-hosted or EU cloud
Get started with Matomo's behavioural analytics tools in three steps
In 3 steps, you can connect, configure, and use the platform. Start investigating what your visitors actually do without a complicated setup.
Connect Matomo to your site
Connect Matomo to your site using the tracking code directly or a supported CMS integration such as the WordPress plugin. From there, you’re ready to start collecting analytics data.
Choose what to track
Set up Heatmaps and Session Recordings as your primary behavioral analytics tools and choose the pages and journeys you want to investigate. On-Premise users will need to install and activate the premium Heatmap & Session Recording plugin.
Start investigating behaviour
Explore clicks, mouse movement, and scroll behaviour with Heatmaps. Use Session Recordings to see individual visitor journeys. Go into detail with User Flows and Segmentation to identify the areas worth investigating further.
Choose how you host Matomo
With Matomo, you can manage analytics in the cloud or use your own controlled infrastructure. With either option, you own your analytics data.
Matomo Cloud
Included
- EU-hostedMatomo Cloud is hosted in the EU. Hosting, maintenance, security monitoring, backups, and automatic updates are managed for you by Matomo on servers in Frankfurt, Germany, and Dublin, Ireland.
Matomo On-Premise
Paid add-on
- Self-hostedWith Matomo On-Premise, you self-host your analytics data on your own infrastructure and control where it’s stored. The core open-source Community platform is free, with premium features available for you to choose when you need them.
Explore more Matomo features
Complementary features for behavioural analytics.
A/B testing
Use A/B Testing to test different versions of pages, content, and CTAs. See which changes improve conversions.
Form Analytics
With Form Analytics, you can see where visitors engage, hesitate, or abandon forms. Identify friction that could be reduced to improve completion rates.
Tag Manager
Manage tracking and marketing tags in one place, with built-in and customer tags. Spend less time editing your website code.
AI Assistants
See how AI assistants access your content and separate AI-driven activity from human behaviour.
What teams win by using behaviour analytics that respect privacy
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“We made specific adjustments based on Form Analytics, resulting in 3 times the leads in just a couple of days.”
Marketing Lead, Concrete CMS
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“Matomo makes our privacy policy simpler, and more importantly, it’s easier for us to make confident data protection claims to our customers.”
Co-founder and CTO, Yorba
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“By gathering useful data faster, we could make actionable changes to our marketing campaigns, resulting in higher revenue and better performance.”
Co-founder and Head of Marketing, Alloy
Learn more
Go deeper on the topic with our guides and resources.
Do you really control your analytics data? A practical analytics data governance checklist
Is your analytics data decision-ready?
Google Analytics limitations: What GA4 can’t do
Frequently Asked Questions
What are behavioural analytics tools?
Behavioural analytics tools show how visitors interact with websites and apps. This can include monitoring clicks, mouse movement, scrolling, individual session recording, and funnel progression or drop-offs.
What are the 4 types of behaviour analysis?
While there isn’t a universally established industry taxonomy for behaviour analysis, there are four common approaches that we like to use here at Matomo:
– A/B testing
– Funnels
– Segmentation
– Cohorts
How do heatmaps and session recordings work?
Heatmaps aggregate the interactions of multiple visits and visualise clicks, mouse movements, and scroll behaviour. With these, you can identify user behaviour patterns across a page.
Session Recordings replay individual recorded visits. Use these to see clicks, mouse movement, scrolling, page changes, resizes, and form interactions from a single user. You can define the pages/entry pages to track using URL, URL path, or URL parameters. With Matomo, you can configure the sample rate from 0.1% to 100%.
Is behavioural tracking GDPR-compliant, and do I need consent?
Matomo offers privacy controls and data minimisation techniques that can support GDPR and ePrivacy compliance. Remember that Heatmaps and Session Recordings require prior consent under applicable EU ePrivacy implementations. You can sometimes configure core analytics for consent-exempt measurement, but only when local law permits and exemption conditions are met.
Is Matomo free, and what’s the difference between Cloud and On-Premise?
Matomo On-Premise including the base features is free and can be self-hosted on your own infrastructure. You can purchase premium behavioural features separately or in bundles. The Team bundle, for example, includes Funnels, Users Flow, Heatmaps & Session Recording, and Form Analytics. See the current feature and bundle options here.
Matomo Cloud is a paid hosted subscription. Customer data is hosted on servers in Frankfurt, Germany. With Matomo Cloud, Matomo manages hosting, maintenance, updates, security monitoring and backups, with access to Matomo features included.
See what your visitors really do and control your analytics data
Whether you let Matomo take care of hosting on Matomo Cloud or do it yourself with Matomo On-Premise, you own your behavioural analytics data.