Migration guide

How to migrate from Google Analytics to Matomo

Here the bad news is unavoidable: analytics history almost never migrates between different platforms, because each one measures and aggregates data differently.

1. 1

   Export a historical summary from Google Analytics as a file

   First, export your key reports (monthly traffic, top sources, conversions) for the last 12-24 months to CSV/PDF as a reference file — it can't be recovered afterward.

2. 2

   Install Matomo's script in parallel

   Add Matomo's tracking script to your site without removing Google Analytics's yet, so both measure in parallel for 2-4 weeks and you can validate the numbers make sense.

3. 3

   Recreate your goals and conversions

   Google Analytics's custom conversion events don't migrate — set them up again in Matomo using the same definition (e.g. form submission, purchase completed).

4. 4

   Remove the old script

   Once you confirm Matomo is capturing traffic correctly, remove Google Analytics's script from your site and keep only the exported historical file as reference.

These steps are a general guideline — the exact export menu can vary depending on Google Analytics's plan and version.