Matomo is an open-source web analytics platform that helps website owners track and understand their visitors' behavior. Unlike some other analytics tools, Matomo prioritizes user privacy and data ownership, allowing businesses to host the software on their own servers. This means that all the data collected about website visitors remains under the control of the website owner. With Matomo, users can access a variety of features, including real-time visitor tracking, detailed reports on user engagement, and insights into traffic sources. This information helps businesses make informed decisions to improve their websites and enhance user experience, ultimately leading to better online performance.