Matomo Analytics is a flexible, all-in-one solution that offers what you need, when you want it.

Your business, your rules. Instead of having to work within the confines of the tool you’re using, flexibility allows you to tailor Matomo to meet any business needs you may have.

Your business, your rules. Instead of having to work within the confines of the tool you’re using, flexibility allows you to tailor Matomo to meet any business needs you may have.

Why is flexibility important?​

Instead of relying on pre-existing default measurements that may not be relevant to you, you can customise the perfect Matomo platform to meet the reporting and legal needs of your business. Unearth data that was once undiscoverable and get a complete view of what’s happening so there are no risky blind spots. 

Choosing the right analytics tool can also be expensive and time consuming and flexibility considerations may not come into the picture until it’s too late. This oversight could cost you. Imagine you’ve spent all that time and money setting up the infrastructure, but find it’s not for you. What happens next? You’re stuck with an inflexible solution that’s now too costly to pivot from.

Instead of having to find multiple platforms to create the ultimate analytics powerhouse, you can get all this with a flexible all-in-one solution that offers what you need, when you want it.

Customisation: Easily configure Matomo to work perfectly for you. Over 250 settings.

Matomo’s sensible default settings work for most people. However, there are hundreds of customisation options to choose from should the need for it arise.

Other analytics solutions mostly offer a “take it or leave it” solution that you can’t tweak to your unique business needs. The option to configure the perfect solution for you means you won’t face the struggle of having a tool that doesn’t do the job.

Over the 10 years, we’ve added many configurations that can be easily changed to adjust the tool to your needs, so you can get the max out of your insights and don’t need to adjust your business to the tool. For example, do you want to change the duration of a visit from 30 minutes to 60 minutes? => No problem. Want to change how often a live widget refreshes? Sorted. Don’t want to create a new visit after midnight? Easy! Want to define your custom marketing campaign parameters? Done.

MetaLocator recommends Matomo

"Metalocator needed a platform that provided unparalleled extendibility for endless customisations. In addition it was important to find a tool that gave 100% data ownership, had no data limits and was respectful of privacy."

Automate anything with Matomo's HTTP API

Matomo’s HTTP API helps you automate almost everything. Say you want to connect Matomo to an internal system and sync users, or create websites in your CMS? You can create this in Matomo and you don’t have to do anything as this hard part’s all set up. (If you’re an awesome developer then get creative! If not, just need to find a developer to do it.)

The API also lets you track any data you want about your users and their interactions (pages, clicks, goals etc.), from many different mediums (website, mobile apps, custom apps, and IoT).

Our RAW data APIs lets you get the complete list of all your visits and actions as an API response. This can be very powerful for users as you can easily request this detailed data about any of their users/customers, after they started tracking in Matomo (with JavaScript or SDKs.)

Adjust to your needs: Write plugins and extend with any feature

The Marketplace features over 75 free plugins and some paid premium features. You can customise your Matomo Analytics to your liking and add more features to it with a simple click in the Marketplace.

Didn’t find what you wanted on the Marketplace? Create it! That’s where Matomo’s real strength lies, as you can easily create new plugins and themes to customise anything in Matomo. Our guides on our Developer Zone help you hook into every aspect of Matomo. For example, it allows you to add new reports, track new data, change the UI, restrict access to specific users, perform regular tasks automatically and meet any requirements.

>> Learn more

Custom reports

You can get a lot out of Matomo’s built-in reports as they give you the insights needed to make actionable decisions, but you can also take it further with custom reports.

With the latter, there isn’t much limitation on what reports you can create. Which means you can tailor each report to your needs so you can figure out and get the insights valuable to you.

>> Learn more

Raw data access

By having raw data access, the sky’s the limit.

If you’re an expert in analytics, or have special requirements, you might reach the point where you find any analytics tool to be limiting and find querying the raw data to be the only way to give you the data you need. Having access to raw data is the holy grail. There are endless possibilities, which means no question will be left unanswered.

Raw data access also lets you connect your Matomo to any data warehouse you’re already using. Easily import all of your user and customer data from Matomo into your data warehouse. This is useful when you want to merge this new trove of user data with existing systems (e.g. CRMs, e-commerce, billing, ERP etc.). Or, if you’re using a BI tool you can connect it to Matomo and query your users data in SQL and create reports in the BI system.

And if you ever want to move on to another analytics solution, feel comfortable knowing you won’t lose your historical data and can extract any behavioural data.

Log Analytics

No data limitations

Other platforms like Google Analytics come with limitations on what you can achieve with them. For example, Google Analytics threatens to stop processing your data once you exceed their data limits or outgrow their tight data sampling limit.

Google Analytics can also quickly get very pricey once you reach a certain amount of traffic, users, goals, websites, segments, heatmaps, session recordings or forms. So you end up paying a premium or sacrifice getting the insights you need. With Matomo, there’s no limitation – track as much data or as many websites/goals/segments as you want. You can even include an unlimited number of users.

>> Learn more

Open-source and flexibility

Matomo On-Premise is open-source. Find our source code on GitHub.

We are strong believers in the transparency of open-source.

Open-source advantages:

  • Lower costs
  • Extensive customisation possibilities
  • Better security
  • Bugs are solved faster
  • Can bring you to the market faster
  • Matomo’s GPL (General Public License) guarantees end users the freedom to run, study, share and modify the software. Anyone can study our source code, make improvements to it, look for security issues, and more.

We were one of the first open-source tools to pay security researchers for finding any security issues, making Matomo more secure than other analytics solutions.

Any business can become directly involved in the development of Matomo, for example by making changes to the software. Compare this to other analytics solutions where you’re one of thousands of customers and can’t change anything.


You have everything at the ready to create the analytics tool of your dreams. Flexibility gives you the scope to explore any kind of report, configuration or customisation you can think of.

Whenever your needs change, you don’t have to fear being locked by a tool that can’t adapt. With Matomo there’s always a path to get you where you need to be. With limitless possibilities, you have a world of analytics at your fingertips.

Start your Matomo journey now.

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