Google Analytics’ market share drops as Matomo named Traffic Analysis Tool of the Year

Matomo, ethical open-source web analytics platform, has been awarded the W3Tech award for Traffic Analysis Tool of the Year, previously won by Google Analytics and Facebook Pixel, amidst Google Analytics’ market share dropping.

The year’s W3Tech Web Technologies of the Year award data, analysed by technology experts at the Parliament Street think tank, uncovered that Google Analytics’ market share has dropped over the past 12 months despite a surge in December. 

In contrast, Matomo’s award-winning open-source analytics tool saw a steady rise in usage throughout 2022, and the company also placed third for their Tag Manager solution.

Matthias Gelbmann, Co-Founder and CEO of W3Techs, said: “Privacy is a very important issue in our own operations, therefore I’m glad that we can observe a general trend towards privacy-focussed platforms. We see more and more providers having that aspect as a main focus as well as the established privacy-oriented players gaining popularity. This also puts pressure on all market participants to no longer ignore privacy as a key property of their products.” 

Matthieu Aubry, Co-Founder of Matomo, said: “As the first independent, open-source traffic analysis tool to receive this recognition, Matomo is humbled and honoured to lead the charge for change. It’s a testament to the hard work of our community and it’s a clear sign that consumers and organisations are looking for ethical alternatives.”

“This recognition is a major win for the entire privacy movement and proves that the tide is turning against the big tech players who I believe have long prioritised profits over privacy. We are committed to continuing our work towards a more private and secure digital landscape for all.”

Matomo’s tools are trusted by over 1.4 million websites in 220 countries and translated in over 50 languages, assisting businesses with GDPR and CCPA compliance.

Matomo helps businesses and organisations track and optimise their online presence allowing users to easily collect, analyse, and act on their website and marketing data to gain a deeper understanding of their visitors and drive conversions and revenue. With 100 per cent data ownership, customers using the company’s tools get the power to protect their website user’s privacy, where their data is stored, and what’s happening to it, without external influence. 

“In 2020, the CJEU ruled US cloud serves don’t comply with GDPR. Then in 2022, the Austrian Data Protection Authority and French Data Protection Authority (CNIL) ruled that the use of Google Analytics is illegal due to data transfers to the US. With Matomo Cloud, the customer’s data is stored in Europe, and no data is transferred to the US, making it one of the most popular open-source alternatives to Google Analytics” Aubry added.