# Google Tag Manager vs Matomo (Formerly Piwik) Comparison

| | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Star Rating** | 4.6 out of 5 | 4.2 out of 5 | 
| **Total Reviews** | 437 | 96 | 
| **Largest Market Segment** | Small-Business (54.1% of reviews) | Small-Business (55.3% of reviews) | 
| **Entry Level Price** | No pricing available | FREE download | 

---
## Top Pros & Cons

### Google Tag Manager

Pros:
- Ease of Use (5 reviews)
- Easy Integrations (3 reviews)

Cons:
- Complexity (1 reviews)
- Event Management (1 reviews)

### Matomo (Formerly Piwik)

Pros:
- Customization (1 reviews)
- Data Collection (1 reviews)


---
## Ratings Comparison
| Rating | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
  | **Meets Requirements** | 9.2 (354 reviews) | 8.5 (80 reviews) | 
  | **Ease of Use** | 8.0 (355 reviews) | 8.0 (82 reviews) | 
  | **Ease of Setup** | 7.9 (215 reviews) | 7.7 (53 reviews) | 
  | **Ease of Admin** | 8.3 (193 reviews) | 7.9 (48 reviews) | 
  | **Quality of Support** | 7.1 (291 reviews) | 7.7 (49 reviews) | 
  | **Has the product been a good partner in doing business?** | 8.1 (168 reviews) | 8.4 (31 reviews) | 
  | **Product Direction (% positive)** | 8.8 (342 reviews) | 8.1 (80 reviews) | 

---
## Pricing

### Google Tag Manager

#### Entry-Level Pricing

No pricing available

#### Free Trial

No information available

### Matomo (Formerly Piwik)

#### Entry-Level Pricing

Plan: On-Premise (Self-Hosted)

Price: FREE download

Description: GPL v3+ licensed. Premium Features & Support options available.

Read more on whether On-Premise is right for you: https://matomo.org/what-is-on-premise/

Downloadable digital analytics plaform that runs on your servers and database and you 100% own the data.


[Browse all 3 editions](https://www.g2.com/products/matomo-formerly-piwik/pricing)

#### Free Trial

Yes

---
## Features Comparison By Category

### Digital Analytics

| Product | Score | Reviews |
|---|---|---|
| **Google Tag Manager** | 8.7/10 | 285 |
| **Matomo (Formerly Piwik)** | 8.2/10 | 69 |

#### Metrics

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Sessions - Digital Analytics** | 9.0 (219 reviews) | 8.5 (63 reviews) | 
| **Engagement** | 8.9 (214 reviews) | 8.5 (57 reviews) | 
| **Entry and Exit Pages** | 8.8 (207 reviews) | 8.8 (58 reviews) | 
| **Standard Event Tracking** | 9.2 (244 reviews) | 8.5 (60 reviews) | 
| **Custom Event Tracking** | 9.1 (250 reviews) | 8.2 (58 reviews) | 
| **Retention** | 8.4 (187 reviews) | 8.1 (49 reviews) | 
| **Return** | 8.3 (184 reviews) | 8.1 (51 reviews) | 
| **Conversions** | 9.1 (236 reviews) | 7.9 (47 reviews) | 
| **Funnels** | 8.6 (190 reviews) | 7.5 (38 reviews) | 

#### Reporting

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Real-Time Reporting** | Feature Not Available | 8.3 (58 reviews) | 
| **Trending** | 8.4 (169 reviews) | 8.1 (40 reviews) | 
| **Retroactive Reporting** | 8.1 (160 reviews) | 8.3 (43 reviews) | 
| **Segmentation** | Feature Not Available | 7.9 (49 reviews) | 
| **Mobile Reporting** | Feature Not Available | 8.1 (37 reviews) | 
| **Unification Across Devices** | 8.6 (173 reviews) | 8.0 (42 reviews) | 
| **Custom Reports and Dashboards** | Feature Not Available | 8.3 (55 reviews) | 

#### Other

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **User Data** | 8.6 (189 reviews) | 8.4 (55 reviews) | 
| **Site Search Reporting** | 8.5 (171 reviews) | 8.5 (52 reviews) | 
| **Load Time Monitoring** | 8.3 (169 reviews) | 7.8 (41 reviews) | 
| **Campaign Tracking** | 9.0 (203 reviews) | 8.3 (45 reviews) | 
| **E-Commerce** | 8.8 (162 reviews) | 7.9 (30 reviews) | 
| **Promotional Messages** | 8.0 (126 reviews) | 7.4 (22 reviews) | 
| **Administration Alerts** | 8.2 (153 reviews) | 8.3 (40 reviews) | 

#### Agentic AI - Digital Analytics

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Autonomous Task Execution** | 5.7 (5 reviews) | Not enough data | 
| **Cross-system Integration** | 6.7 (5 reviews) | Not enough data | 
| **Proactive Assistance** | 7.0 (5 reviews) | Not enough data | 
| **Decision Making** | 7.7 (5 reviews) | Not enough data | 

#### Administration

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **API / Integrations** | 8.8 (161 reviews) | 8.4 (39 reviews) | 
| **QA Testing** | 8.7 (177 reviews) | 7.8 (34 reviews) | 
| **Performance and Reliability** | 9.0 (219 reviews) | 8.6 (50 reviews) | 
| **User, Role, and Access Management** | 9.1 (229 reviews) | 8.9 (54 reviews) | 

### Content Marketing

| Product | Score | Reviews |
|---|---|---|
| **Google Tag Manager** | N/A | N/A |
| **Matomo (Formerly Piwik)** | N/A | N/A |

#### Content Creation

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Content Creation Tools** | Not enough data | Not enough data | 
| **Content Curation** | Not enough data | Not enough data | 
| **Buyer Personas** | Not enough data | Not enough data | 
| **Content Management** | Not enough data | Not enough data | 

#### Optimization

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **SEO** | Not enough data | Not enough data | 
| **A/B Testing** | Not enough data | Not enough data | 
| **Dashboards & Reporting** | Not enough data | Not enough data | 
| **Audience Targeting** | Not enough data | Not enough data | 
| **ROI Reporting** | Not enough data | Not enough data | 

#### Logistics

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Customizable Templated Workflows** | Not enough data | Not enough data | 
| **Internal Communication** | Not enough data | Not enough data | 
| **Version Control** | Not enough data | Not enough data | 
| **Editing and Approval Tools** | Not enough data | Not enough data | 
| **Distribution Features** | Not enough data | Not enough data | 
| **Integrations & APIs** | Not enough data | Not enough data | 
| **User, Role, and Access Management** | Not enough data | Not enough data | 

### Content Analytics

| Product | Score | Reviews |
|---|---|---|
| **Google Tag Manager** | N/A | N/A |
| **Matomo (Formerly Piwik)** | 8.9/10 | 23 |

#### Tools

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Contact Collection** | Not enough data | 8.2 (13 reviews) | 
| **Audience Insights** | Not enough data | 9.3 (20 reviews) | 
| **Social Sharing** | Not enough data | 8.7 (15 reviews) | 

#### Metrics

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Entry and Exit Pages** | Not enough data | 9.1 (18 reviews) | 
| **Sessions** | Not enough data | 8.9 (20 reviews) | 
| **Engagement** | Not enough data | 9.2 (19 reviews) | 
| **Return** | Not enough data | 9.0 (19 reviews) | 
| **Conversions** | Not enough data | 9.0 (17 reviews) | 
| **Search Rank** | Not enough data | 8.6 (14 reviews) | 

#### Agentic AI - Content Analytics

| Feature | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

---
## Categories
**Shared Categories (1):** [Digital Analytics Software](https://www.g2.com/categories/digital-analytics)

**Unique to Google Tag Manager (1):** [Tag Management Systems](https://www.g2.com/categories/tag-management-systems)

**Unique to Matomo (Formerly Piwik) (1):** [Content Analytics Software](https://www.g2.com/categories/content-analytics)


---
## Reviewer Demographics

### By Company Size

| Segment | Google Tag Manager | Matomo (Formerly Piwik) | 
|---|---|---|
| **Small-Business** | 54.1% | 55.3% | 
| **Mid-Market** | 35.4% | 30.6% | 
| **Enterprise** | 10.5% | 14.1% | 

### By Industry

#### Google Tag Manager

- **Marketing and Advertising:** 33.5%
- **Computer Software:** 8.9%
- **Information Technology and Services:** 8.4%
- **Internet:** 5.8%
- **Financial Services:** 3.4%
- **Retail:** 3.1%
- **Health, Wellness and Fitness:** 2.2%
- **Consumer Goods:** 1.7%
- **Apparel & Fashion:** 1.4%
- **Automotive:** 1.4%
- **Other:** 30.1%

#### Matomo (Formerly Piwik)

- **Marketing and Advertising:** 14.4%
- **Computer Software:** 11.1%
- **Information Technology and Services:** 8.9%
- **Internet:** 8.9%
- **Retail:** 5.6%
- **Publishing:** 4.4%
- **Airlines/Aviation:** 3.3%
- **Automotive:** 3.3%
- **Government Administration:** 2.2%
- **Health, Wellness and Fitness:** 2.2%
- **Other:** 35.6%

---
## Alternatives

### Alternatives to Google Tag Manager

- [Amplitude Analytics](https://www.g2.com/products/amplitude-analytics/reviews) — 4.5/5 stars (2873 reviews)
- [Mixpanel](https://www.g2.com/products/mixpanel/reviews) — 4.5/5 stars (1289 reviews)
- [Adobe Analytics](https://www.g2.com/products/adobe-analytics/reviews) — 4.2/5 stars (1214 reviews)
- [Heap](https://www.g2.com/products/heap/reviews) — 4.4/5 stars (1097 reviews)
- [Piwik PRO](https://www.g2.com/products/piwik-pro/reviews) — 4.5/5 stars (49 reviews)
- [Contentsquare](https://www.g2.com/products/contentsquare/reviews) — 4.6/5 stars (631 reviews)
- [Pendo](https://www.g2.com/products/pendo-io-pendo/reviews) — 4.4/5 stars (1762 reviews)
- [impact.com](https://www.g2.com/products/impact-com/reviews) — 4.4/5 stars (2216 reviews)
- [Siteimprove](https://www.g2.com/products/siteimprove/reviews) — 4.6/5 stars (432 reviews)
- [Glassbox](https://www.g2.com/products/glassbox/reviews) — 4.9/5 stars (809 reviews)

### Alternatives to Matomo (Formerly Piwik)

- [Google Analytics](https://www.g2.com/products/google-analytics/reviews) — 4.5/5 stars (6821 reviews)
- [Amplitude Analytics](https://www.g2.com/products/amplitude-analytics/reviews) — 4.5/5 stars (2873 reviews)
- [Mixpanel](https://www.g2.com/products/mixpanel/reviews) — 4.5/5 stars (1289 reviews)
- [Adobe Analytics](https://www.g2.com/products/adobe-analytics/reviews) — 4.2/5 stars (1214 reviews)
- [Heap](https://www.g2.com/products/heap/reviews) — 4.4/5 stars (1097 reviews)
- [Pendo](https://www.g2.com/products/pendo-io-pendo/reviews) — 4.4/5 stars (1762 reviews)
- [Clicky](https://www.g2.com/products/clicky/reviews) — 4.5/5 stars (33 reviews)
- [Google Analytics 360](https://www.g2.com/products/google-analytics-360/reviews) — 4.4/5 stars (597 reviews)
- [Kissmetrics](https://www.g2.com/products/kissmetrics/reviews) — 4.1/5 stars (168 reviews)
- [Hotjar](https://www.g2.com/products/hotjar/reviews) — 4.3/5 stars (342 reviews)

---
## Top Discussions

### Google Tag Manager

- Title: [What is the difference between Google Analytics and Google Tag Manager?](https://www.g2.com/discussions/what-is-the-difference-between-google-analytics-and-google-tag-manager) — 3 comments
  > **Top comment:** "Google analytics we can check the performance of website like number of users visiting our website , bounce rate, conversions, sessions, etc.  In Google tag..."
- Title: [How does Google Tag Manager integrate with Google Analytics?](https://www.g2.com/discussions/how-does-google-tag-manager-integrate-with-google-analytics) — 1 comment
  > **Top comment:** "Google Analytics is connected with GTM using Messuerement ID. You need to configure GA M-ID to GTM ( create config event ) in order to connect."

### Matomo (Formerly Piwik)

- Title: [Is the data your own?](https://www.g2.com/discussions/is-the-data-your-own) — 3 comments, 1 upvote
  > **Top comment:** "What happens with the data you collect ? It's yours, it's hosted on your server, in your database, and yours to use or do with for whatever reason you need..."
- Title: [Deleted](https://www.g2.com/discussions/37573-deleted) — 2 comments, 1 upvote
  > **Top comment:** "I no delete it"
- Title: [How do I? What is the best way?](https://www.g2.com/discussions/34180-how-do-i-what-is-the-best-way) — 1 comment, 1 upvote
  > **Top comment:** "Because your platform is very helpful"

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/google-tag-manager-vs-matomo-formerly-piwik)