| Functionality | 3 <p>Vercel's native web analytics offering is very lightweight. It offers only the basics fundamentals of web analytics such as visitor counts, referral tracking and traffic segmentation data. You'll not find anything complex like heatmaps or session replay data here. Additionally, the tool is only usable if you host your site on Vercel.</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><span style="color: rgb(0, 0, 0);">Given its limited feature set and beautiful design, Vercel Web Analytics is particularly easy to use. It would take an average SMB employee less than 20 minutes to master its use. Our only minor complaint is that unlike other apps, Vercels analytics offering is buried within its developer dashboard as opposed to being a dedicated separate app.</span></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 | 8 <p>Like most of Vercels products, its web analytics suite is superbly designed. It's interfaces are extremely refined and polished and page load times are very snappy (<1s).</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 | 3 <p><span style="color: rgb(0, 0, 0);">Beyond custom events, Vercel Web Analytics offers limited scope for customization. We would like to have seen more options to tweak the dashboard itself and change how data is visualized.</span></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 | 8 <p>Given its integration with Vercel, it's unsurprisingly extremely easy to setup if you're a Vercel user (you can't use it if you're not). We appreciated the self-serve free trial too for free users.</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 | 7 <p><span style="color: rgb(0, 0, 0);">Vercels developer documentation is well laid out, easy to digest and detailed. It also offers very strong search functionality too. Additionally, it offers reliable help ticket and email support too which takes on average a day to get a response from in our testing.</span></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 | 4 <p>From an analytics perspective, Vercel does offer an API to interact with data programatically. However, given the feature is still nascent, it offers little to nothing in terms of additional integrations.</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 | 5 <p>Vercel offers limited self-serve export functionality directly within its web app, as well as a limited API through which you can interact with data programatically.</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> |
