Apart from controlling your data, does Matomo Analytics offer anything out-of-the-box that Google Analytics doesn’t? Thoughts on having to pay for features that come free in GA.
Google Analytics is a proprietary solution https://marketingplatform.google.com/about/analytics/terms/us/, Matomo Analytics is a Free software https://github.com/matomo-org/matomo/blob/4.x-dev/LICENSE.
So to say in one case you are renting a house, in the other one… you own the house.
Thanks for house example
Just configured Matomo Analytics for my website