Matomo is an analytics platform, reviewed for privacy-focused deployment, tracking choices, sharing, retention, and controls.
90
Excellent
90
Excellent
Matomo is stronger than most analytics tools on privacy, but retention and setup choices still decide whether that advantage holds.
Matomo is strongest where self-hosting, anonymization, and lower dependence on ad-tech let teams run analytics with less privacy spillover.
Its weakest area is still retention and implementation discipline, because bad configuration can undo the product's privacy advantage.
90
Excellent
Matomo says AI providers act under contractual processing agreements and are not permitted to use data for their own purposes or to train general AI models.
Only aggregated website analytics data is shared with the AI tools Matomo uses internally.
Matomo's privacy posture centers on customer control and ownership rather than broad vendor-side model improvement.
90
Excellent
85
Good
85
Good
90
Excellent
Matomo Privacy Page
Open: matomo.org1. AI Use
Matomo says AI providers act under contractual processing agreements and are not permitted to use data for their own purposes or to train general AI models.
2. Tracking
Only aggregated website analytics data is shared with the AI tools Matomo uses internally.
3. AI Use
Matomo's privacy posture centers on customer control and ownership rather than broad vendor-side model improvement.
4. Tracking
Matomo still uses AI services internally for analytics development and insights.
5. Tracking
Privacy still depends on whether customers configure identifiers, cookies, and events conservatively.
Founded
Unknown
Founder
Unknown
Parent Company
Matomo
Lifecycle
Active
Category
Analytics & Tracking
CEO
Unknown
Security Team
In house
Date Added
05-18-2026
Once you delete a chat, you cannot recover it. Deleting a chat removes it both from your visible chat history and the system after the retention window.
Matomo still uses AI services internally for analytics development and insights.
Privacy still depends on whether customers configure identifiers, cookies, and events conservatively.
90
Excellent
Matomo emphasizes privacy-focused analytics and customer control of analytics data.
Aggregated analytics data is the only information described as being shared with AI tools in the reviewed policy.
The policy is explicit about controller/processor terminology and data rights.
Customer deployment choices, plugins, and cloud hosting can still introduce additional data flows.
Lead-enrichment and partner data flows in Matomo's own business operations still exist around the service.
85
Good
Matomo can be configured for privacy-preserving analytics such as IP anonymization and reduced tracking.
The product is explicitly positioned as a privacy-oriented alternative to more ad-driven analytics vendors.
Users can rely on opt-out cookies and browser controls to limit some tracking.
Matomo still uses cookies or similar technologies to make websites function correctly and understand how they are used.
Analytics events still measure visitor behavior when site owners enable collection.
Opt-out cookies can expire or be deleted by browsers, reducing how durable the control is.
85
Good
Site owners can configure retention and deletion practices.
IP addresses are stored in full form in server logs only for 30 days for security reasons and anonymized on receipt for analytics use.
The policy documents access, correction, deletion, portability, and objection rights.
Self-hosting or tighter customer-controlled deployment can materially improve lifecycle governance.
Retention still depends on customer configuration and the wider implementation context.
Opt-out and deletion requests can only be fulfilled where Matomo can identify the user through contact or service use.
90
Excellent
Customers control deployment, tracking configuration, retention, and data access.
Matomo documents extensive privacy rights, including access, correction, deletion, portability, and objection.
Cookie minimization, IP anonymization, self-hosting, and retention settings give operators real technical choices.
The product's privacy-first orientation is explicit rather than aspirational.
A poorly configured Matomo instance can still collect more visitor data than necessary.
Some visitor controls depend on site owners actually exposing or honoring the available privacy settings.
