Difference metrics in Matomo and Google Analytics


I am comparing metrics between Google Analytics and Matomo. Two questions pop in mind:

  • avg sessions length vs avg visit length. How do Matomo calculate avg. visit length. For the same period ga shows around 3 minutes and matomo around 1 minut.

  • different direct traffic and search traffic. Do ga and matomo attribute the sources differently?

You can only compare data of the same software. This topic is recurring every time.
The matter is you would use Matomo for other’s privacy concerns and data property.