Consent-free tracking with Matomo as an alternative to Google Analytics
With 80% market share, Google Analytics is the undisputed market leader among web analysis services. But it has its downsides: the data quality is in need of improvement, is commercial and, above all, legally not harmless. As an open source web analytics platform, Matomo, formerly Piwik, is a real alternative to Google Analytics and, with the right use, website operators can even dispense with the use of cookie banners.
One of Matomo's guiding principles is “respecting privacy” - even if this initially seems to contradict a web analytics platform that tracks user activities on websites. But Matomo can be configured in such a way that the strictest data protection guidelines are observed. This is made possible by expanded data protection functions: For example, the software has an opt-out mechanism with which users can deactivate web analysis tracking. It is also possible to anonymize IP addresses and implement other data anonymization techniques. Expiration dates for tracking cookies can also be set. Further information is also available at https://matomo.org
In terms of functionality, Matomo clearly competes with Google Analytics. In contrast to this, it can also be used without the active consent of website visitors, provided that the log file analysis is used: Small to medium-sized websites in particular can benefit from Matomo, as they - with the correct structure of their website - can dispense with the use of cookie banners. Website operators can either host Matomo themselves or with a provider in the cloud. If Matomo is operated on its own servers, compliance with data protection can be verified, as the data collected is not automatically shared with a third party.