Matomo

InnoCraft operates an open-core business model around its analytics platform. The core analytics software is available as free, self-hosted on-premise software, which creates adoption and ecosystem usage. On top of this core, InnoCraft monetises through several layers: a cloud-hosted SaaS version with managed infrastructure; premium plugins and feature bundles (such as heatmaps and session recordings) sold via a marketplace; and paid support and maintenance plans for high-volume or enterprise on-premise users. Value is created by giving customers full ownership and control of their web and mobile analytics data, plus compliance-aligned tracking and an extensible toolkit that can replace or complement other commercial analytics suites.

InnoCraft Limited is a New Zealand company that develops and commercialises a web and mobile analytics platform originally released in 2007 (then known as Piwik, now Matomo). The software is available both as self-hosted on-premise analytics and as a cloud-hosted service, with optional tag management, heatmaps, session recording and other add-ons. The offering is positioned as a privacy-focused alternative to other digital analytics tools.

InnoCraft generates revenue primarily by operating a hosted analytics SaaS service, selling premium plugins and features, and offering paid support plans for self-hosted users. Its paying customers are organisations that need first-party digital analytics and related behavioural insight tools, from SMEs to larger enterprises and public sector bodies, particularly those with strong data ownership and compliance requirements.