Web Analytics & Privacy
Matomo Analytics privacy-compliant web analytics for Swiss companies
Web analytics without privacy trade-offs. Matomo runs on your own servers, transfers no data to the US, and is one of the most established open-source alternatives to Google Analytics, FADP and GDPR compliant.
Since the new Swiss Federal Act on Data Protection (FADP) and European rulings against Google Analytics, many companies face the question: How do we measure website usage without violating data protection law?
Matomo provides a clear answer: full data ownership on your own servers, no sharing with third parties, cookieless tracking on the basis of legitimate interest (without analytics-cookie consent), as an open-source solution that runs free on your own servers.
digitario supports Swiss companies with setup, migration from Google Analytics, and building a privacy-compliant analytics practice. Not as a theoretical recommendation, but from daily, hands-on experience with Matomo.
01 · Why Matomo?
Web analytics that treats privacy as a feature, not a burden.
Google Analytics is the default, but increasingly problematic for Swiss companies. The new FADP, the GDPR and the Schrems II ruling are changing the rules.
Google Analytics transfers usage data to servers in the United States. European data protection authorities in France, Austria and Italy have already ruled this unlawful. In Switzerland, the new FADP (effective September 2023) tightens information duties further.
Matomo solves this fundamentally: the software runs on your own servers, all data remains under complete company control. No US transfers, no data sharing with third parties, no compromise on analytics functionality.
This is not a theoretical assessment, digitario.ch uses Matomo as its sole analytics tool. Our own instance (stats.digitario.ch) runs on a German server, configured cookieless, with IP anonymisation and full FADP/GDPR protection.
Common starting points
The collaboration is most valuable where analytics questions create real pressure to act.
02 ·
Matomo vs. Google Analytics 4 honest comparison
Where Matomo excels and where GA4 has strengths. Transparent, no sales rhetoric.
| Matomo (on-premise) | Google Analytics 4 | |
|---|---|---|
| Privacy & Compliance | ||
| Data ownership | On your own servers | Google servers (US) |
| FADP compliant without consent | Yes, cookieless possible | No, consent mandatory |
| GDPR compliance | CNIL-approved (exemption with correct configuration) | Legally contested (FR/AT/IT) |
| IP anonymisation | Enabled by default | Configurable |
| No US data transfer | On-premise = no transfer | Data sent to US |
| Features | ||
| Real-time analytics | Fully live | Limited |
| Heatmaps & session recording | Built-in (plugin) | Third-party required |
| E-commerce tracking | Yes | Yes + Google Shopping |
| Conversion modelling (ML) | Not available | Strong, ML-based |
| Google Ads integration | Not direct | Natively integrated |
| Tag manager | Matomo Tag Manager | Google Tag Manager |
| Cross-platform (app + web) | Limited | Strong |
| Unsampled data | Unsampled by default | Sampling at high traffic |
| Cost | ||
| Base version | Free (on-premise) | Free |
| Enterprise | Cloud from EUR 19/mo | GA360: from ~$150k/year |
| Heatmaps / session replay | Included or affordable | Third-party ($$$) |
| Operations | ||
| Hosting effort | Self-hosting required | No hosting needed |
| Setup complexity | Higher, consulting recommended | Simpler |
| Vendor dependency | None (open source) | Google ecosystem |
03 · Services
What digitario delivers around Matomo.
Setup & configuration
Install and configure Matomo on-premise or cloud: tracking code, goals, dashboards, IP anonymisation, cookie consent integration. FADP/GDPR compliant from day one.
Migration from Google Analytics
Transfer tracking structure from GA4 or Universal Analytics, import historical data (where possible), reconfigure goals and events, validate data quality.
Training & enablement
Team workshops on dashboards, reports and KPIs. So your internal team can use Matomo independently, without ongoing external dependency.
04 · Practice over theory
Why Matomo consulting from digitario?
Not a generic agency recommendation, real experience from daily, hands-on usage.
digitario runs its own Matomo instance (stats.digitario.ch) and uses it as its sole analytics tool. The privacy policy, cookie banner and consent logic on this website were built to FADP and GDPR standards, with the same expertise that flows into client projects.
In practice, that means:
- Matomo setup that works in practice, not just on paper
- FADP/GDPR expertise from first-hand experience (legal texts, consent, IP anonymisation)
- Honest assessment of when Matomo fits, and when it does not
- Combined with product and delivery consulting when analytics is part of a bigger picture
05 · Common questions
Questions about Matomo honestly answered.
Only if you want to set Matomo cookies. With the cookieless configuration (standard at digitario), no cookies are set and no consent is needed. Page views are still captured, anonymously and FADP/GDPR compliant. A banner is only needed if you want to recognise returning visitors via cookies.
Matomo on-premise is free (open source). You only need a server, an affordable web hosting plan is enough for most SMEs. Matomo Cloud starts at EUR 19 per month. Professional setup costs are separate and one-time.
Yes, Matomo can import historical data from Universal Analytics. GA4 data is harder to migrate as Google does not offer a simple export format. In practice, we recommend: save GA4 data as PDF/CSV and make a clean start with Matomo.
A straightforward setup takes 1–2 days. A full migration with goal configuration, event tracking and team onboarding: typically 1–3 weeks, depending on the complexity of the existing analytics setup.
Yes, with correct configuration. The French data protection authority CNIL has officially approved Matomo as a consent-exempt analytics solution. With on-premise hosting, data never leaves your server. That is one of the strongest privacy positions achievable with web analytics.
You decide. With on-premise: on your own server, in Switzerland, Germany or wherever you choose. With Matomo Cloud: on EU servers. In no case does data go to Google, Meta or other third parties.
On-premise: you run Matomo on your own server, maximum control, free, but hosting effort required. Cloud: Matomo hosts for you on EU servers, simpler, but monthly costs. For companies with existing web hosting, on-premise is usually the better choice.
Yes. As a premium plugin (on-premise: from EUR 229/year) or included in the cloud version. With Google Analytics you need a third-party tool like Hotjar or Microsoft Clarity, with additional privacy overhead.
GA4 is stronger in ML-based conversion modelling, native Google Ads integration and cross-platform tracking (app + web). If Google Ads is a core marketing channel, GA4 can complement Matomo, with separate consent.
No, digitario focuses on setup, migration and consulting. For managed hosting we recommend specialised providers such as Ops One (Swiss servers) or Friendly Analytics. This gives you the best combination of consulting and operations.
06 · Next step
Discuss your analytics situation?
Whether Matomo is the right fit depends on your context. In a brief conversation, we clarify which analytics solution suits your company, pragmatic and without sales pressure.