Tag management · InnoCraft / Matomo.org

Matomo Tag Manager

Open-source tag manager bundled with Matomo, letting non-developers add and control tracking tags without editing site code.

Visit Matomo Tag Manager Alternatives

Matomo Tag Manager lets marketers add and manage tracking codes — analytics, conversions, remarketing pixels, custom events — through a visual editor instead of asking a developer to edit source code, and includes a preview mode to test tags before they go live. It consolidates multiple third-party tags into a single injected script, which can reduce page weight compared to loading each vendor's snippet separately, and supports access controls with an approval step before changes go live. It is fully free and unlimited with the self-hosted, open-source Matomo Community edition, matching the licensing of Matomo's core analytics platform. On Matomo Cloud, Tag Manager is included with the Business plan rather than sold separately, with a fixed number of containers per plan.

At a glance

Vendor InnoCraft / Matomo.org
Pricing model Open source + paid options
Free tier Yes
Deployment Cloud, Self-hosted
Open source Yes (GPL-3.0)
Best for Matomo users who want tag management without a separate vendor or license.

Pricing

Free and unlimited with self-hosted Matomo Community; on Matomo Cloud, Tag Manager is bundled into the Business plan rather than priced on its own.

Plan Price Notes
On-Premise Community Free Self-hosted, unlimited tags
Cloud Business €1,450/month Includes 30 Tag Manager containers; up to 30M hits/month and 20 users

Prices read from the vendor's own page on September 21, 2026. Vendors change prices; check the source before you budget.

Features

  • Visual tag editor for non-developers
  • Preview mode before publishing
  • Consolidates multiple third-party tags into one script
  • Access controls and pre-publish approval
  • Built-in templates for common tracking and remarketing tags
  • Included free with self-hosted Matomo Community

Integrations

Profile last reviewed September 21, 2026

Alternatives

Google Tag Manager Google's free tag management system for deploying and updating website, app and server-side tracking tags without editing code. Stape Managed hosting platform for Google server-side Tag Manager containers, plus prebuilt gateways for sending first-party data to ad platforms. Tealium iQ Tag Management Enterprise tag management platform within Tealium's Customer Data Hub, delivering tags via a global multi-CDN with unified data-layer governance.

Matomo Tag Manager in the index now

Terms to know

Tag management A system for adding and configuring marketing and analytics tracking tags without editing a site's code. Data layer A structured object on a page that exposes site and event data for a tag management system to read. Event tracking Capturing specific user actions, such as clicks or purchases, as discrete, named pieces of data.

Related guides

How to choose a tag manager Tag managers look interchangeable until you hit server-side tagging, consent governance or a stack with dozens of vendors — that is where they diverge.