Piano Analytics vs Matomo
In this comparison, we’ll break down the key differences between Piano Analytics and Matomo, examining their features, privacy compliance, data ownership, and pricing structures to help you determine which tool best suits your needs.
Piano Analytics and Matomo at a glance
Piano Analytics (formerly AT Internet) is an advanced web analytics solution tailored for enterprises. Developed by the Piano software company, it provides granular data insights, privacy compliance, and a customisable analytics environment. Piano Analytics emphasises data governance and ownership, making it an attractive choice for organisations with strict compliance requirements. As part of the Piano suite, it offers advanced analytics within a broader customer experience platform.
Matomo is a leading web analytics platform that helps organisations understand their audience and gives them full control over their data. More than 1.4 million websites in over 190 countries use Matomo to improve digital experiences and make confident decisions. Available on-premise or in the cloud, Matomo combines powerful analytics with data ownership, flexibility, and privacy through its open-source foundation.
Please note: We aim to keep this table accurate and up to date. However, if you see any inaccuracies or outdated information, please email us at marketing@staging.matomo.org
 MATOMO ON-PREMISE | MATOMO CLOUD |  PIANO ANALYTICS |
|
|---|---|---|---|
| GENERAL | |||
| Hosting Options | On-Premise (Self-hosted) | Cloud | Cloud |
| Hosting Location | NA | Germany | Based in EU |
| Pricing | Free forever | $ | $$$ |
| Multi-Account / Multi-Site Management |  | | |
| Segments | | | |
| Cohorts | $ | | |
| Custom Dimensions | | | |
| No Data Sampling | | | |
| Activity Log | $ | |  |
| Real Time Reporting | | | |
| Annotations | | | |
| PRIVACY & COMPLIANCE | |||
| Cookieless Tracking | | | |
| GDPR Manager | | | |
| Advance Privacy Controls | | | |
| Consent-free tracking | | | |
| TECHNICAL SET UP | |||
| Google Analytics data importer | | | |
| API raw data access | | | |
| Built-in Tag Manager | | | |
| SQL raw data access | | | |
| SAML integration | $ | $ | |
| Mobile App SDK | | | |
| ANALYTICS COVERAGE | |||
| Website Analytics | | | |
| App Analytics | | | |
| Intranet Analytics | | | |
| REPORTING CATEGORIES | |||
| Custom Reports | $ | | |
| Customizable Dashboard | | | |
| Roll-up Reporting | $ | | No native feature, possible via SQL |
| User Funnel Analysis | $ | | |
| User Flows Analysis | $ | | |
| Event Tracking | | | |
| Heatmaps | $ | | |
| Session Recordings | $ | | |
| Form Reporting | $ | | No native feature, possible via event tracking |
| Media Analytics | $ | | |
| A/B Testing | $ | | |
| SEO Keyword Performance Metrics | $ | | |
| Multi-Channel Conversion Attribution | $ | | No native feature, partial workaround possible |
| E-Commerce Reporting | | | |
| Campaign Tracking | | | |
| Site Search | | | |
| Log Analytics | | | |
| AI Chatbots Tracking | | | |
| AI Agents Tracking | | | |
| METRIC CATEGORIES | |||
| Site Speed | | | |
| Geo Location - Country | | | |
| Geo Location - City | | | |
| Visitor Maps | | | |
| Engagement Metrics (entrances, exits, pageviews, etc) | | | |
| Page Scroll | | | |
| User / Visitor Tracking | | | |
| Time Period Comparison | | | |
| New Visitor vs. Returning Visitor | | | |
| Predictive Analytics | | | |
| Integrations | |||
| Google Search Console | | | |
| Integration with Bing and Yahoo Search Consoles | | | |
| Integration with the full Google Marketing Platform | | | |
| Integration with Google Ads | | | |
Common ground: privacy and data accuracy
Both Piano Analytics and Matomo offer privacy-first, accurate analytics.
Privacy first
Due to legal challenges in the EU due to its data transfers to the US, some organisations seek analytics tools like Piano Analytics or Matomo Analytics, which are compliant with GDPR and other data privacy regulations.
This means:
- Data remains within GDPR-compliant hosting locations, EU-based data processing.
- Offers first-party data collection and cookieless tracking.
- No reliance on AI-driven data reconstruction.
- Can enable consent-free tracking in certain configurations, depending on implementation and local regulations.
No data sampling
A critical consideration when selecting an analytics platform is how it handles large volumes of data. Data sampling affects the accuracy of your analytics insights and ultimately the business decisions based on those insights.
Both Piano Analytics and Matomo are designed to work with unsampled data. This allows teams to base their analysis on complete datasets rather than estimates.
Differentiators
Data ownership
Next to its EU-hosted Cloud solution, Matomo also offers the possibility to self-host your analytics for free. By self-hosting Matomo, all data stays within your own infrastructure, giving you full data ownership. Piano, on the other hand, is purely cloud-based and doesn’t offer a self-hosting option.
AI analytics
Matomo offers insights into human visitors coming from AI chatbots, as well as into non-human visits from AI agents and chatbots. Its AI Assistants suite helps teams to observe how AI systems interact with their websites. Piano doesn’t currently offer a comparable, out-of-the-box feature focused specifically on AI-driven traffic.
Snowflake-based architecture
Piano’s Snowflake-based setup makes it easy to access raw data and connect it with other tools in your data stack. Data teams can conduct more flexible and advanced analysis beyond what pure web analytics tools offer.
Heatmaps, A/B testing and user journeys
Besides comprehensive analytics features, Matomo also offers heatmaps, A/B testing and session recordings to better understand your visitors’ behaviour. Piano doesn’t offer these capabilities as built-in features.
Predictive analytics
Piano is better suited for teams that want to explore predictive analytics, since its raw data can be used in data science workflows. Matomo focuses more on understanding what has already happened, rather than predicting what will happen next.
Pricing structures
When evaluating analytics platforms, cost is naturally a significant factor that influences decision-making. Both Piano Analytics and Matomo offer distinct pricing approaches that may suit different organizational needs and budgets.
Piano Analytics offers a tiered pricing structure. There’s no free tier, and pricing is based on data volume and feature requirements. Enterprise-grade support is included in the pricing packages.
Matomo is available either in the cloud or self-hosted. For Matomo Cloud, teams can choose between different Business pricing tiers, based on the volume of monthly traffic, or an Enterprise plan. The self-hosted version of Matomo is free.
Which analytics tool should you choose?
When deciding between Piano Analytics and Matomo, consider these important factors:
Consider Piano Analytics if:
- You want to do predictive analytics or advanced modelling
Consider Matomo if:
- You need full data ownership
- AI insights matter to you
- You’re looking for Heatmaps, A/B testing and session recordings in your analytics tool
Conclusion
Both Piano Analytics and Matomo prioritize data privacy, compliance, and advanced analytics capabilities. A comprehensive feature set and European focus make both particularly well-suited for businesses operating under strict regulatory frameworks like the GDPR.
Piano, however, stands out for organizations with a mature data infrastructure that want to go beyond traditional web analytics. Its Snowflake-based architecture enables analytics data to be integrated into a broader data ecosystem, supporting advanced use cases such as predictive analytics, custom modelling, and cross-source data analysis. For teams with the necessary technical resources, this provides significantly greater flexibility and analytical depth than a standalone analytics solution.
Matomo is the stronger choice for organizations that prioritize full data ownership and ease of use within a single platform. With its option for self-hosting, businesses can keep all analytics data within their own infrastructure, ensuring maximum control and compliance. At the same time, built-in features such as heatmaps, session recordings, and A/B testing provide deep behavioural insights out of the box, while its AI Assistants suite stands out by offering dedicated insights into how AI chatbots and agents interact with your website, helping teams monitor and understand both human and non-human traffic in an increasingly AI-driven web.
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