Matomo

Matomo (formerly Piwik) is an open-source web analytics platform that gives you full ownership of your visitor data. It runs on your own server, so analytics data is never shared with third parties, making it a privacy-respecting alternative to Google Analytics that helps with GDPR, CCPA, and other compliance requirements.

It tracks visits, page views, referrers, search keywords, goals, and e-commerce conversions, and presents them through customizable dashboards, segments, and reports. Capabilities include heatmaps, session recordings, A/B testing, funnel analysis, custom reports, and a tag manager, many available as official or community plugins. It can run cookieless and supports data anonymization and visitor opt-out.

Typical deployments power website and product analytics for businesses, agencies, and publishers that want self-hosted control over their metrics. Matomo is a PHP application backed by a MySQL/MariaDB database, suited to a single VPS for small to medium traffic and scalable with additional resources and archiving tuning for larger sites.