Shipvane · 4 AE roles
Marco E. · joined Cargolio
Fleetora · first roles in DEGoogle Analytics VS Matomo_
As of 4 November 2026, Matomo is named by 144 companies and Google Analytics by 9,079; Google Analytics skews to companies under 200 people (59% vs 56%), Matomo to companies over 1,000 (19% vs 18%).
As of 4 November 2026 · refreshed daily · counts move as websites, DNS and career sites are re-read.
The website-and-DNS footprint is not comparable between a marketing suite and a CRM: Google Analytics's script and mail records show on hundreds of thousands of small sites, Matomo rarely leaves a trace outside its own apps. Compare on the job-posting numbers; use the footprint for reach.
- Google Analytics: 2–200 employees
- 59%
- Matomo: 2–200 employees
- 56%
- Google Analytics: 1,000+ employees
- 18%
- Matomo: 1,000+ employees
- 19%
- Postings per company, 90 days
- 2.8 · 1.6
- Website or DNS footprint
- 0 · 543,224
Who chooses which
Share of each tool's companies in every segment. "Leans" marks a gap of more than two points.
| Segment | Google Analytics | share | Matomo | share | Leans |
|---|---|---|---|---|---|
| Self-employed | 347 | 4% | 7 | 5% | even |
| 2-10 employees | 1,244 | 14% | 18 | 13% | even |
| 11-50 employees | 2,120 | 23% | 37 | 26% | Matomo |
| 51-200 employees | 1,955 | 22% | 25 | 17% | Google Analytics |
| 201-500 employees | 1,142 | 13% | 20 | 14% | even |
| 501-1000 employees | 642 | 7% | 9 | 6% | even |
| 1001-5000 employees | 935 | 10% | 19 | 13% | Matomo |
| 5001-10000 employees | 237 | 3% | 1 | 1% | even |
| 10,001+ employees | 457 | 5% | 8 | 6% | even |
| Segment | Google Analytics | share | Matomo | share | Leans |
|---|---|---|---|---|---|
| Business & finance services | 2,745 | 30% | 58 | 40% | Matomo |
| Technology & software | 2,187 | 24% | 36 | 25% | even |
| Commerce & trade | 783 | 9% | 2 | 1% | Google Analytics |
| Manufacturing & industry | 749 | 8% | 9 | 6% | even |
| Media & content | 608 | 7% | 7 | 5% | even |
| Consumer services & leisure | 579 | 6% | 3 | 2% | Google Analytics |
| Public, community & associations | 311 | 3% | 16 | 11% | Matomo |
| Property & construction | 288 | 3% | 3 | 2% | even |
| Health care | 229 | 3% | 1 | 1% | even |
| Hospitality & travel | 229 | 3% | 3 | 2% | even |
| Automotive | 152 | 2% | – | – | outside top 12 |
| Utilities & infrastructure | 115 | 1% | 3 | 2% | even |
| Transport, logistics & rental | – | – | 3 | 2% | outside top 12 |
| Segment | Google Analytics | share | Matomo | share | Leans |
|---|---|---|---|---|---|
| United States | 4,188 | 46% | 24 | 17% | Google Analytics |
| Germany | 685 | 8% | 45 | 31% | Matomo |
| United Kingdom | 676 | 7% | 6 | 4% | Google Analytics |
| India | 505 | 6% | – | – | outside top 12 |
| Netherlands | 385 | 4% | 7 | 5% | even |
| France | 253 | 3% | 22 | 15% | Matomo |
| Canada | 236 | 3% | – | – | outside top 12 |
| Poland | 166 | 2% | – | – | outside top 12 |
| Brazil | 165 | 2% | – | – | outside top 12 |
| Australia | 154 | 2% | 1 | 1% | even |
| Italy | 108 | 1% | 6 | 4% | Matomo |
| Spain | 99 | 1% | – | – | outside top 12 |
| Austria | – | – | 7 | 5% | outside top 12 |
| Belgium | – | – | 7 | 5% | outside top 12 |
| Sweden | – | – | 6 | 4% | outside top 12 |
| Ireland | – | – | 2 | 1% | outside top 12 |
| Norway | – | – | 2 | 1% | outside top 12 |
| Segment | Google Analytics | share | Matomo | share | Leans |
|---|---|---|---|---|---|
| Marketing & communications | 21,062 | 65% | 93 | 29% | Google Analytics |
| Data & AI | 1,244 | 4% | 34 | 11% | Matomo |
| Software engineering | 947 | 3% | 40 | 13% | Matomo |
| Unclassified | 892 | 3% | 6 | 2% | even |
| Sales | 745 | 2% | 4 | 1% | even |
| Product, program & project management | 730 | 2% | 9 | 3% | even |
| Design & UX | 286 | 1% | 10 | 3% | Matomo |
| Customer service & success | 201 | 1% | 2 | 1% | even |
| Business development & strategy | 196 | 1% | – | – | outside top 12 |
| IT operations & business systems | 194 | 1% | 10 | 3% | Matomo |
| arts media and entertainment | 147 | 0% | 1 | 0% | even |
| Administration & office | 110 | 0% | – | – | outside top 12 |
| hospitality and food service | 78 | 0% | – | – | outside top 12 |
| General management & consulting | 75 | 0% | – | – | outside top 12 |
| skilled trades and field service | 66 | 0% | 1 | 0% | even |
| Finance & accounting | 63 | 0% | – | – | outside top 12 |
| healthcare clinical | 63 | 0% | – | – | outside top 12 |
| Education & training | 54 | 0% | – | – | outside top 12 |
| Legal, compliance & risk | 54 | 0% | 2 | 1% | even |
| social care and community | 52 | 0% | – | – | outside top 12 |
| Engineering (non-software) | 44 | 0% | 5 | 2% | even |
| Retail & store operations | 39 | 0% | – | – | outside top 12 |
| Human resources | 35 | 0% | – | – | outside top 12 |
| logistics warehouse and transport | 32 | 0% | 5 | 2% | even |
| real estate and property | 31 | 0% | – | – | outside top 12 |
| procurement and purchasing | 26 | 0% | – | – | outside top 12 |
| construction and civil | 22 | 0% | 27 | 8% | Matomo |
| Quality, safety & environment | 21 | 0% | 1 | 0% | even |
| healthcare support and caregiving | 19 | 0% | – | – | outside top 12 |
| manufacturing and production | 18 | 0% | 3 | 1% | even |
| facilities cleaning and security | – | – | 2 | 1% | outside top 12 |
The companies behind each column
Companies using Google Analytics →
Companies using Matomo →
Web analytics ranked →
Quote the sentence with the date and the link. The numbers change daily; the link always shows the current ones.
Matomo is named by 144 companies in job postings and Google Analytics by 9,079; 0 name both. (Breaknorm, 4 November 2026, https://breaknorm.co/compare/google-analytics-vs-matomo)
Read from the source, not self-reported
Every number on this page can be traced to a page we crawled or a posting we read. Full methodology →
- Job postingsRead hourly from career sites. A tool counts when the employer's own text names it as the team's system; both tools can count for one company.
- Website and DNSScripts and embeds on the company's pages, plus SPF, DKIM, MX and CNAME records of its domain that point at the vendor.
- SegmentsCountry, size and industry from the company profile built from its website.
- Not a reviewNo ratings, prices or feature claims. For those, read the vendors.
Google Analytics vs Matomo: questions
Which is more used, Google Analytics or Matomo?
By companies naming it in their own job postings, Google Analytics (9,079) over Matomo (144). By website-and-DNS footprint, Matomo (543,224 vs 0), because its scripts and mail records sit on many small company sites.
Who chooses Google Analytics?
59% of Google Analytics companies have 2 to 200 employees, against 56% for Matomo. 18% of Google Analytics companies have over 1,000 employees, against 19% for Matomo.
Do companies run both?
0 companies name both in their postings, usually Google Analytics in marketing and Matomo in sales, or during a migration.
Where do these numbers come from?
From the employer's own text in job postings read hourly from career sites, and from scripts found on company websites in our crawl. No vendor data, no surveys.
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