Launched in 2007 (as Piwik) and rebranded as Matomo, this Europe-based analytics software gives site owners full control over their data. Matomo is now one of the world’s leading open-source analytics solutions, deployed on over 1 million websites in 190+ countries. It offers features like heatmaps, session recording, tag management, and both on-premises or cloud hosting on EU servers. Privacy is built-in: tracking is cookieless by default, data is anonymized, and Matomo meets GDPR requirements, unlike many third-party analytics tools. The project emphasizes open standards and user sovereignty (the code is open source), enabling organizations to host their analytics and maintain data ownership.