Google Analytics → Matomo
Replace Google Analytics with Matomo while importing available historical reports, rebuilding collection and goals, handling API limits, and documenting unavoidable metric and report differences.
Should you make this move?
Both platforms have a case. Compare what you gain with what you give up before scheduling the cutover.
Google Analytics
- Broad adoption, advertising integration, and no-cost entry make it widely accessible
- Established reporting patterns make recurring measurement easier
- Complex reporting, sampling concerns, and privacy requirements reduce clarity and trust
- Tracking quality still depends on disciplined implementation and governance
Matomo
- Data ownership, self-hosting, and privacy controls support compliance-sensitive teams
- Established reporting patterns make recurring measurement easier
- Operating it well requires infrastructure, upgrades, and analytics expertise
- Tracking quality still depends on disciplined implementation and governance
Matomo: Data ownership, self-hosting, and privacy controls support compliance-sensitive teams. This removes a major source-side concern: Complex reporting, sampling concerns, and privacy requirements reduce clarity and trust.
What you lose: Broad adoption, advertising integration, and no-cost entry make it widely accessible. What you inherit: Operating it well requires infrastructure, upgrades, and analytics expertise.
Know the shape of the move.
This timeline assumes
- Up to 20 properties, 100 goals or events, and five years of available reports
- A signed measurement plan defines the metrics and conversions that must remain comparable.
- Both collectors can run in parallel for at least one representative business cycle.
- Imported history is labeled separately from destination-native collection.
- The migration team records evidence for every blocking verification check.
What survives the move.
“Partial” and “manual” are not footnotes. They are work that must be scheduled and verified.
| Item | Outcome | Impact | What happens | Mitigation |
|---|---|---|---|---|
| Historical Google Analytics reports | partial | critical | Matomo imports available reports rather than reproducing the original raw event store. | Reconcile imported periods and dimensions against signed source reports. |
| Import duration and API quotas | partial | high | Google request limits can spread large imports across multiple days. | Start early, monitor job logs, and reserve contingency before source cleanup. |
| Goals, events, ecommerce, and custom dimensions | manual | critical | Collection configuration and business semantics still require destination setup and testing. | Build a signed measurement map and verify every live conversion. |
| Dashboards, explorations, audiences, and annotations | lost | high | Google-specific analysis configuration does not become Matomo-native content. | Archive required reports and rebuild the minimum approved reporting set. |
| Historical reports and aggregate metrics | partial | critical | Supported importers can preserve selected aggregates, but destination definitions and dimensions differ. | Record source baselines and annotate imported versus native periods. |
| Raw events and visitor-level history | lost | critical | Report import does not recreate the original event stream or user journey. | Archive lawful raw exports separately when they are required. |
| Users, sessions, and identity stitching | partial | critical | Identifiers, session boundaries, consent behavior, and deduplication differ. | Approve metric definitions and never expect exact cross-platform parity. |
| Events, goals, and conversions | manual | critical | Names may import while triggers and conversion configuration require destination setup. | Create an event dictionary and test every business conversion. |
| Properties, custom dimensions, and user properties | partial | high | Types, cardinality, reserved fields, and query semantics differ. | Map every active property and reject unmapped critical values. |
| Attribution and channel grouping | partial | high | Traffic-source, campaign, and attribution models are platform-specific. | Publish the destination attribution definition and expected breaks. |
| Dashboards, explorations, and saved reports | lost | high | Visualization and query configuration does not become destination-native content. | Rebuild only the signed reporting set. |
| Audiences, cohorts, and segments | manual | high | Dynamic membership rules must be re-expressed against destination data. | Test known members and exclusions for each active audience. |
Where each thing goes.
| Source | Destination | Method | Notes |
|---|---|---|---|
| Google Analytics account, property, or project | Matomo site, property, or project | manual | Record timezone, currency, domain, and ownership. |
| Page view or event | Destination page view or event | transform | Map name, timestamp, URL, and properties. |
| User identifier | Destination user identifier | transform | Apply approved privacy and identity rules. |
| Session | Destination session | manual | Document definition differences rather than forcing parity. |
| Goal or conversion | Destination goal or conversion | manual | Recreate the trigger and test it live. |
| Custom dimension or property | Destination property | transform | Map type, scope, cardinality, and allowed values. |
| Source, medium, campaign, or channel | Destination attribution fields | transform | Record model differences. |
| Ecommerce transaction | Destination revenue event | transform | Preserve transaction ID, currency, value, tax, and refund state. |
| Saved report or audience | Destination report or segment | manual | Rebuild from the signed measurement plan. |
Make the move recoverable.
Create the source-of-truth backup
Preserve Google Analytics data, configuration, and operating evidence before any destination write.
- Export Google Analytics account, property, event, goal, property, audience, report, tag, integration, and privacy configuration.
- Save dated metric, conversion, attribution, ecommerce, and traffic baselines.
- Record timezone, currency, retention, filters, consent, and data-deletion settings.
- Hash raw exports and the signed measurement plan.
Proof to capture: A signed manifest reconciles every scoped record class, runtime dependency, export file, count, and hash.
Measurement and taxonomy map
Define events, properties, conversions, identity, and metric breaks.
- Inventory source values and exceptions.
- Define explicit destination mappings.
- Reject unmapped critical records.
Proof to capture: Save the input, output, command or tool settings, warnings, and final item counts.
Parallel collection and historical import
Build trustworthy destination data while preserving supported history.
- Normalize encoding, dates, identifiers, and blanks.
- Run a representative pilot.
- Reconcile accepted, rejected, and transformed rows.
Proof to capture: Save the input, output, command or tool settings, warnings, and final item counts.
The things most likely to hurt.
These are operating limits. Treat every “Stop if” condition as a blocked migration, not a suggestion.
Metric differences are mistaken for data loss
Sessions, users, attribution, consent, and bot filtering produce different totals.
- Consequence
- Teams reject valid data or make bad decisions.
- Mitigation
- Approve definitions and expected variance before cutover.
Stop if: A critical metric lacks an owner-approved interpretation.
Conversions silently stop
Pages load while events, server calls, consent, or revenue payloads fail.
- Consequence
- Business reporting and optimization become blind.
- Mitigation
- Test every conversion end to end in live traffic.
Stop if: A critical event has no verified destination receipt.
Collection continues in both tools unintentionally
Old tags remain active beyond the comparison window.
- Consequence
- Privacy scope and operating cost exceed approval.
- Mitigation
- Keep a dated parallel-run plan and remove old collectors only after sign-off.
Stop if: An unowned source collector remains active.
Do the work in this order.
- Days 1–3 · inventory
Inventory and decisions
6–12 hours active2–3 days elapsedOwner review waiting- Inventory Google Analytics data, features, users, domains, and integrations.
- Approve scope, owners, mappings, and exclusions.
Depends on: Google Analytics and Matomo administrator access
Stop / go checkpointExport?
Go when: Every critical item has an owner and disposition.
Stop when: Consent, billing, access, or system ownership is unclear.
- Days 3–5 · backup
Backup and reconcile
5–10 hours active1–3 days elapsedExport processing waiting- Create immutable exports and configuration evidence.
- Reconcile counts, totals, and hashes.
Depends on: Approved inventory
Stop / go checkpointTransform?
Go when: Source totals and export manifests agree.
Stop when: Any critical dataset or configuration is absent.
- Days 5–12 · pilot
Map and pilot
10–35 hours active3–8 days elapsedDestination processing and review waiting- Configure Matomo and transform representative data.
- Run a pilot containing normal records and every critical edge case.
Depends on: Verified backup
Stop / go checkpointScale?
Go when: Pilot mappings, behavior, access, and evidence pass.
Stop when: Any critical check fails or produces unexplained variance.
- Days 10–20 · cutover
Final delta and switch
5–25 hours active1–5 days elapsedDNS, import, or sync propagation waiting- Freeze production writes in Google Analytics.
- Apply the final delta, switch ownership, and run blocking checks.
Depends on: Passed pilot and approved rollback
Stop / go checkpointOpen production?
Go when: Counts reconcile and one destination system owns production.
Stop when: A source writer remains active or a blocking check fails.
- Days 12–40 · observe
Observe and close
3–18 hours active3–10 days elapsedOperating-cycle evidence waiting- Monitor one complete operating cycle.
- Sign the verification report and close rollback only after stability.
Depends on: Verified cutover
Stop / go checkpointClose rollback?
Go when: No trigger occurs during the agreed observation period.
Stop when: Data, access, delivery, routing, or business results regress.
Cut over with a way back.
Cutover
Make Matomo the only production system without losing the final Google Analytics delta.
- Freeze production writes and scheduled actions in Google Analytics.
- Export, transform, and reconcile the final delta.
- Apply the approved delta to Matomo.
- Switch domains, forms, integrations, sending, or sync ownership as applicable.
- Run every blocking verification check and keep the source intact.
Proof to capture: Matomo owns production, totals reconcile, and every blocking check has durable evidence.
Rollback
Return production ownership to Google Analytics without losing destination-era changes.
- Stop new writes and scheduled actions in Matomo.
- Restore the prior Google Analytics routing, forms, integrations, sending, or sync ownership.
- Export the Matomo post-cutover delta.
- Review and apply safe destination-era changes to Google Analytics.
- Run the same blocking checks against the restored source.
Proof to capture: Google Analytics again owns production with current data and no duplicate destination action.
- Unexplained critical count or value variance
- Missing or exposed critical data
- Duplicate production action
- Failed access, routing, delivery, or integration check
- A critical feature has no safe destination replacement
Prove the migration worked.
Every blocking check must pass. Capture the evidence before cleanup begins.
| Pass | ID | Check | Method | Expected result | Evidence |
|---|---|---|---|---|---|
V-01Blocking | Live event receipt | Trigger every critical client and server event. | One valid destination event with approved properties. | Event log. | |
V-02Blocking | Business outcome tracking | Complete every approved conversion path. | Conversion and revenue values reconcile. | Conversion report. | |
V-03Blocking | Event and property mapping | Compare the signed schema with live payloads. | No critical event or property is unmapped. | Schema diff. | |
V-04Blocking | Parallel-run interpretation | Compare daily metrics for the approved overlap window. | Variance is explained and owner-approved. | Metric comparison. | |
V-05 | Imported-report coverage | Compare available dates, dimensions, and totals. | Every supported period is imported or explicitly archived. | History ledger. | |
V-06Blocking | Campaign and channel behavior | Run tagged journeys and inspect destination reports. | Source, medium, campaign, and conversion resolve as designed. | Attribution test. | |
V-07Blocking | Consent, retention, and deletion | Test opt-out, deletion, access, and retention configuration. | Collection and lifecycle match policy. | Privacy evidence. | |
V-08Blocking | Reporting ownership | Inspect tags, SDKs, APIs, exports, and dashboards. | Matomo owns approved production measurement. | Ownership checklist. |
Remove the scaffolding safely.
Safe after: One complete operating cycle, at least seven stable days, and owner sign-off on every blocking check.
- Create final Google Analytics exports and archive verification evidence.
- Revoke temporary credentials, API keys, webhooks, and elevated roles.
- Remove obsolete embeds, forms, jobs, integrations, and DNS records.
- Keep the source intact through the approved retention window.
- Cancel paid plans only after billing, legal, and recovery review.
- Schedule the next Matomo backup, access, and migration-playbook review.
Built to be reviewed.
Tested 2026-07-19. Next scheduled review: 2026-10-19.
- Matomo: migrate from Google AnalyticsAccessed 2026-07-19
- Matomo: run the Google Analytics importAccessed 2026-07-19
- Matomo: configure high-traffic importsAccessed 2026-07-19