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Matomo is the open-source analytics platform that UK organisations choose for full data ownership and GDPR compliance. Self-hosted on your own servers, it gives complete control over data and lets you use cookieless tracking — no consent banner required under UK PECR. It covers web analytics, goals, funnels, heatmaps, and A/B testing. Cloud plans start at €19/month; self-hosted is free. It integrates with WordPress, Drupal, and most CMS platforms. Matomo is a robust, privacy-first GA4 alternative for UK businesses that want enterprise-grade analytics without sending data to Google.