Recent GDPR rulings have targeted Google Analytics in particular for insufficient data protection.
According to the Berlin Data Protection Office, if you’re collecting and sending data to third-party services (like Google Analytics) who use data “for own purpose uses” in Berlin, you now need to ask for specific consent from visitors in order to collect that information.
This is not the case for Matomo. With Matomo On-Premise, Cloud and Matomo for WordPress, the data you collect is yours to own and work with. Matomo will never use your data for “own purposes” or any other purpose, as your data is completely yours.
In 2020, the CJEU ruled US cloud servers don’t comply with GDPR. Then in 2022, the Austrian Data Protection Authority and French Data Protection Authority (CNIL) ruled that the use of Google Analytics is illegal due to data transfers to the US.
With Matomo Cloud your data is stored in Europe and no data is transferred to the US. On the other hand, with Matomo On-Premise, the data is stored in your country of choice.