Step-by-Step Guide to Setting Up Matomo Analytics in WordPress

To improve performance and increase user experience, website traffic is necessary to thank and analyze. While Google Analytics is the most commonly used analysis platform, Matomo Analytics is a powerful open source option that provides complete data ownership and compliance with privacy.

If you are looking for a privacy -centric analysis solution, Matomo is an excellent alternative. In this guide we will drive you through the process of installing Matomo Analytics in WordPress step by step.

What is Matomo Analytics?

Matomo Analytics (East Piwik) is an open source web analysis platform that allows site victims to track visitors behavior, engagement and general site performance. Unlike Google Analytics, Matomo provides users with full control over their data, ensures privacy and meets data security rules such as GDPR.

Matomo vs. Google Analytics

When comparing Matomo and Google Analytics, several key differences make Matomo a preferred choice for privacy-conscious website owners.

Feature	Matomo	Google Analytics
Data Ownership	Full control, data stored on your server	Google owns and processes your data
Privacy Compliance	GDPR, CCPA, and other privacy laws compliant	Requires additional configurations to comply with privacy laws
Data Sampling	100% accurate, no data sampling	Uses data sampling, which may reduce accuracy
Ad-Free Experience	No advertisements, focused purely on analytics	Data is used for Google Ads and other marketing purposes
Customization	Open-source, fully customizable	Limited customization options
Integration	Can integrate with various CMS and software	Works best with Google’s ecosystem (Ads, Search Console, etc.)
Real-Time Tracking	More detailed real-time analytics	Less detailed real-time insights
Pricing	Free self-hosted, paid cloud option	Free standard version, paid GA4 360 for enterprise

Overall, Matomo is a great choice for those who prioritize data privacy, full control over analytics, and accurate tracking. On the other hand, Google Analytics is useful for businesses that rely heavily on Google’s advertising ecosystem.

Why Choose Matomo Over Google Analytics?

• Full Data Ownership: Your data remains on your server with no third-party access.
• Privacy Compliance: Matomo is designed to comply with GDPR, CCPA, and other privacy regulations.
• No Data Sampling: Google Analytics often samples data, while Matomo provides 100% accurate statistics.
• Customizable & Open-Source: Matomo allows customization and integrates with various platforms.
• Ad-Free Experience: Unlike Google Analytics, which collects data for advertising, Matomo does not track users for ad targeting purposes.
• Better Data Insights: Provides advanced reporting features that allow for more in-depth analysis of website traffic.

For those looking to optimize their site further, learning How to Build an SEO-Friendly WordPress Site can help improve search engine rankings while using Matomo for analytics.

Prerequisites for Setting Up Matomo in WordPress

Before setting up Matomo Analytics, ensure you have the following:

• A WordPress website
• Administrator access to your WordPress dashboard
• Hosting support for installing plugins (if using the plugin method)
• FTP or cPanel access (if installing Matomo manually)
• A reliable web hosting provider that supports MySQL databases and PHP
• Basic understanding of how WordPress plugins and scripts work

For those using the latest WordPress version, you might want to check out Exploring WordPress 6.8 to stay updated with new features and improvements.

Methods to Install Matomo in WordPress

There are two main ways to set up Matomo Analytics in WordPress:

1. Using the Matomo WordPress Plugin (Recommended for beginners)
2. Installing Matomo On-Premise on Your Server (For advanced users who need full control)

Let’s go through each method in detail.

Method 1: Installing Matomo Using the WordPress Plugin

Matomo offers an official WordPress plugin that makes it easy to integrate analytics without requiring technical expertise.

Step 1: Install the Matomo Plugin

1. Log in to your WordPress dashboard.
2. Navigate to Plugins > Add New.
3. Search for Matomo Analytics – Ethical Stats. Powerful Insights.
4. Click Install Now, then activate the plugin.
5. Once activated, you will find Matomo Analytics in your WordPress admin panel.

Step 2: Configure Matomo Analytics

1. After activation, go to Matomo Analytics from the WordPress sidebar.
2. The plugin will guide you through the setup process.
3. Choose between:
4. Cloud-hosted version (Matomo’s own server)
5. Self-hosted version (Your own hosting server)
6. If you opt for Matomo Cloud, sign up on Matomo’s official website and enter the API key.
7. If using self-hosted, ensure Matomo is installed on your server and provide the tracking details.
8. Click Save Changes to finalize the setup.

Configure tracking settings such as IP anonymization, session tracking duration, and exclusion of admin users.

Step 3: Verify Matomo Tracking Code

1. Go to your WordPress site’s front end.
2. Open the browser’s developer console (Press F12 or Ctrl+Shift+I on Chrome).
3. Check if the Matomo tracking script is loaded correctly.
4. Visit the Matomo dashboard to confirm that data is being collected.

Ensure that real-time visitor tracking is working correctly.

Method 2: Installing Matomo On-Premise

If you want full control over your analytics, installing Matomo on your own server is the best option.

Step 1: Download Matomo

• Visit Matomo’s official website and download the latest Matomo package.
• Extract the downloaded .zip file to your local computer.

Step 2: Upload Matomo to Your Server

• Use FTP or cPanel File Manager to upload the extracted files to your server.
• Place them in the /analytics/ directory within your root domain (e.g., yourwebsite.com/analytics).

Step 3: Set Up a MySQL Database

1. Log in to your hosting account’s cPanel.
2. Navigate to MySQL Databases.
3. Create a new database (e.g., matomo_db).
4. Create a database user and grant full privileges.
5. Note down the database credentials for use in the Matomo installation wizard.

Step 4: Run the Matomo Installation Wizard

• Open a browser and visit yourwebsite.com/analytics.
• Follow the on-screen instructions:
• Enter database details.
• Set up an admin account.
• Configure website tracking settings.
• Customize privacy settings and GDPR compliance features.
• Once the setup is complete, Matomo will generate a tracking code.

Step 5: Add Matomo Tracking Code to WordPress

• Copy the generated tracking code.
• Go to your WordPress dashboard.
• Navigate to Appearance > Theme Editor and locate header.php.
• Paste the tracking code before the closing </head> tag.
• Click Update File to save changes.
• Test the integration by visiting your website and checking if visitor data appears in the Matomo dashboard.

If you want to improve your website’s speed while implementing analytics, consider reading Speed Up Your WordPress Website to enhance performance.

Advanced Features in Matomo

Once Matomo is set up, you can explore its advanced features:

• Heatmaps & Session Recordings – Understand user behavior visually.
• Goal Tracking & Conversions – Set up specific goals and track conversions.
• E-commerce Tracking – Monitor product sales and customer interactions.
• Custom Reports & Segmentation – Generate detailed reports based on custom filters.
• GDPR Compliance & Cookie-less Tracking – Ensure legal compliance and privacy protection.
• A/B Testing – Experiment with different layouts to optimize conversion rates.
• SEO Analytics – Track keyword performance and search engine ranking data

Troubleshooting Common Issues

Matomo is Not Tracking Visits

• Check if the tracking code is correctly added to the header.php file.
• Disable caching plugins that might interfere with Matomo.
• Ensure your AdBlocker is not blocking Matomo scripts.

Matomo Dashboard is Not Showing Data

• Clear Matomo’s cache (Matomo > System > Cache Settings).
• Verify your database connection in Matomo’s settings.
• Make sure cron jobs are running correctly to process analytics data.

Matomo Alternatives: Top Analytics Plugins for WordPress Users

While Matomo is a powerful analytics tool, it’s not the only option available. Here are some of the top Matomo alternatives for WordPress users:

1. Google Analytics

• The most widely used analytics tool globally.
• Provides detailed insights into traffic sources, user behavior, and conversions.
• Free to use, but requires integration with Google’s ecosystem.
• Limited privacy options, as Google owns the collected data.

2. Clicky

• Real-time analytics with detailed visitor tracking.
• Provides heatmaps and uptime monitoring.
• GDPR-compliant and respects user privacy.
• Premium plans offer more features compared to the free version.

3. Fathom Analytics

• Simple and privacy-focused analytics solution.
• GDPR, CCPA, and PECR compliant.
• Provides essential tracking without storing personal data.
• Paid tool but offers a free trial.

4. Plausible Analytics

• Lightweight and privacy-friendly alternative to Google Analytics.
• Open-source with self-hosted options.
• No cookies or personal data tracking.
• Subscription-based pricing model.

5. WP Statistics

• Fully integrated with WordPress, no external services required.
• Provides visitor statistics, page views, and search queries.
• GDPR-compliant with data stored on your server.
• Can be resource-intensive on large websites.

6. Jetpack Stats

• Built into the Jetpack plugin for WordPress.
• Offers basic visitor insights and traffic reports.
• Free to use but lacks advanced analytics features.
• Requires a WordPress.com account for full functionality.

7. Open Web Analytics (OWA)

• Open-source alternative similar to Matomo.
• Self-hosted solution with full data control.
• Provides heatmaps and session tracking.
• Requires technical expertise for setup and maintenance.

8. Simple Analytics

• Privacy-first analytics tool with a minimalist approach.
• No tracking cookies or personal data storage.
• Paid subscription model with a free trial available.
• Less detailed than traditional analytics tools.

Which Alternative Should You Choose?

The best alternative depends on your needs:

• For a free, full-featured tool: Google Analytics
• For privacy-focused analytics: Fathom Analytics, Plausible, or Simple Analytics
• For real-time tracking: Clicky
• For a WordPress-native solution: WP Statistics or Jetpack Stats
• For self-hosted open-source analytics: Open Web Analytics

For businesses using WordPress as their CMS, understanding The Benefits of Choosing WordPress CMS for Your Business Website can help make an informed decision.

Conclusion

Matomo Analytics is an excellent alternative to Google Analytics, offering privacy, data control, and powerful insights. Whether you use the WordPress plugin or self-hosted installation, Matomo enables you to track website performance efficiently.

By following this step-by-step guide, you can easily set up Matomo on your WordPress site and gain valuable insights to improve user experience and website performance.

If you’re building a new website and want a streamlined approach, check out the Step-by-Step Guide to Creating a One-Page Website with WordPress for easy setup and design tips.