We have been using this platform for over a decade and actually started back when it was still called Piwik. It is definitely one of the best tools for anyone who cares about data ownership and privacy. We spent many years hosting it ourselves on our own servers which gave us total control over the setup. Recently we switched to the cloud based version and it has been great because it takes away all the technical maintenance and server management. The tracking is very accurate and we love that there is no data sampling so we always see the real numbers. The UI is excellent and honestly much better and more intuitive than Google Analytics. We also found that the integration is very nice even with Angular since it supports Google Tag Manager. The performance is very solid and everything loads quickly. We only had to use the support team one time and the experience was fine because they were helpful and resolved our question. It is a very powerful alternative to other mainstream analytics and the transition from self hosted to cloud was actually very smooth.

Session recordings, possibility to see click mapping

Matomo is an interesting alternative to Google Analytics, which allows you to analyze your site while respecting users' privacy.