| Functionality | 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> | 5 <p>As simple web analytics tools go, we were pleasantly surprised by Umami's range of functionality. Not only does it offer the fundamentals of web analytics - page views, referral source tracking and visitor segmentation data - but it also offers some product analytics too such as cohort retention data and user journey mapping.</p> |
| Ease of Use | 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> | 8 <p><span style="color: rgb(0, 0, 0);">Given its limited feature set and beautiful design, Umami is particularly easy to use. It would take an average SMB employee less than 20 minutes to master its use.</span></p> |
| Look and feel | 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> | 8 <p><span style="color: rgb(0, 0, 0);">Umami is a very well design analytics tool. Its aesthetic is clean and modern. Additionally, when tested we found page load time to be snappy and responsive (<1s).</span></p> |
| Customisability | 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> | 4 <p><span style="color: rgb(0, 0, 0);">Beyond custom events and some product analytics report creation, Umami offers limited scope for customization. We would like to have seen more options to tweak the main dashboard itself and change how data is visualized.</span></p> |
| Ease of Setup | 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> | 7 <p><span style="color: rgb(0, 0, 0);">Like most web analytics products, Umami was also very simple to implement - requiring only a simple script. Additionally, it offers a self-serve free trial. Given the lack of complex functionality, there's little to set up in terms of additional customization either.</span></p> |
| Customer Support | 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> | 6 <p>Umami offers fairly robust developer documentation that is simple and easy to digest. We appreciate the clarity of its layout. However, we would have appreciated better documentation search being implemented.</p> |
| Integratability | 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> | 3 <p><span style="color: rgb(0, 0, 0);">Umami offers a fairly robust API through which you can interact with data programatically. However, it offers little to no integrations beyond this.</span></p> |
| Ease of Migration | 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> | 6 <p><span style="color: rgb(0, 0, 0);">Umami offers self-serve export functionality for key datapoints via its web app. Additionally, its API is robust and allows business to access datapoints programatically.</span></p> |
