Funnels, advanced segmentation, push notifications and all other marketing and analytics features that come packed with Countly are plugins which work together seamlessly - like magic.

What this means is that unlike Matomo you can create your own plugins to add new analytics and marketing capabilities to Countly without any restrictions on what your plugin can do.

Countly gives your organisation complete visibility and control over how your analytics data is sent from the SDKs, where the analytics server and database is located/how they are configured and who has access to which parts of the dashboard.

A third party like Matomo storing and having access to all your analytics data vs your organisation having 100% control over your data flow. It is as simple as that.

We understand that it is not possible for any analytics product to cover 100% of the required use cases, be it visualisation types, available reports, or correlations you need to be making among different data points. That's why Countly is carefully crafted not to lock your data in, in any way.

Matomo provides limited APIs that do not give you the entire data in an easy to use way. Countly on the other hand, not only provides direct database access to real-time raw analytics data but also gives you powerful APIs and export capabilities to let you work with your data in ways never before possible.