| Functionality | 8 <p>Amplitude offers comprehensive product analytics with particular strengths in behavioral cohort analysis, predictive analytics, and cross-platform journey mapping. Its Behavioral Graph technology differentiates it from competitors, though it lacks some specialized features like heatmaps found in more all-in-one solutions.</p> | 7 <p>For a web analytics tool, we were pleasantly surprised by the depth of functionality that Matomo offers. Features such as heatmaps, session replays and scroll depth tracking are all unique when looking at Matomo's competitors. We also appreciate that the tool is open source and can be self-hosted should you wish.</p> |
| Ease of Use | 7 <p>Amplitude excels at making complex analytics accessible to non-technical users through intuitive interfaces and guided analysis capabilities. The platform effectively balances depth for data scientists with accessibility for business users, though the learning curve is steeper than with more focused competitors.</p> | 3 <p>Given the sheer breadth of functionality and dated design, we found Matomo frustrating and confusing to use. Most of its interfaces are non-standard when compared with modern web analytics products and its more powerful features take a lot of effort to fully configure. It would take an average SMB employee several hours to master the platforms use.</p> |
| Look and feel | 5 <p>Amplitude's interface is polished, professional and highly scalable. The enterprise-oriented design emphasizes accessibility for diverse team members. Visualizations are sophisticated yet intuitive, with reasonable load times (4-5s) for complex dashboards—slightly slower than some competitors.</p> | 2 <p>Matomo's design is very dated. Most interfaces are extremely overwhelming, confusing or clunky. Given the sheer breadth of functionality on offer this isn't exactly surprising. Additionally, we found many pages to be sluggish to load (taking >3 seconds).</p> |
| Customisability | 6 <p>Amplitude offers extensive customization options for metrics, reports, and dashboards. Its enterprise focus brings robust governance features for custom taxonomies and data definitions. That being said, it lacks the self-hosting flexibility of open-source alternatives.</p> | 7 <p>Matomo offers a lot of scope for customization. From custom reports to A/B tests there are a number of fine tweaks, visualization changes or experiment details which can be fine tuned to get the most out of your analytics experience. Additionally the product is open-source meaning you can self-host it if you wish to.</p> |
| Ease of Setup | 4 <p>Amplitude requires thoughtful implementation with strategic event planning and taxonomies. Though it offers automatic event capture, its clear that the tool is best used through manual instrumentation. While the initial setup demands more investment than some alternatives, this approach can yield better long-term analytics outcomes.</p> | 5 <p>Matomo offers a self-serve free trial like most of the tools in this sector. In terms of setup, most websites will only need to install a simple code snippet to access full functionality. That being said, if you want to take advantage of the more powerful features such as heatmaps, there is a fair amount of additional customization and setup required in the dashboard itself which can take several days.</p> |
| Customer Support | 6 <p>Amplitude's documentation is comprehensive and tailored to different user personas (albeit slightly hard to navigate), though community resources aren't as vibrant as those found in open-source ecosystems.</p> | 3 <p>Like with most analytics tools, developer documentation and knowledge bases are the primary avenue for support. Unfortunately we found Matomos to be poorly laid out and hard to navigate. Beyond that, they offer a ticket system for help queries which take a few days to get responses from.</p> |
| Integratability | 8 <p>Amplitude offers one of the widest arrays of integrations covering everything from data warehouses, to CRMs, to CDPs and even customer support tools. Their Amplitude Connect hub simplifies integration management, and their well-documented API enables programmatic interaction with the platform.</p> | 7 <p>Matomo offers an extensive API that goes beyond just gathering stats - it also allows you to access live data and make changes to goal/website configuration. Additionally, we were pleased to see easy set up with Google tag manager and BigQuery.</p> |
| Ease of Migration | 8 <p>Amplitude provides robust data export capabilities including scheduled exports, direct data warehouse connections, and reverse ETL options. Its comprehensive API allows for programmatic data interaction too.</p> | 8 <p>Matomo offers self-serve export of key data directly from its web app. Additionally, it also offers a strong API through which you can pull data programatically.</p> |
