20 Google Analytics Alternatives – Moz

The writer’s views are completely his or her personal (excluding the unlikely occasion of hypnosis) and should not at all times mirror the views of Moz.

The adage is that should you’re not paying for the service, you’re the product. Sadly, this rings very true within the analytics world.

The analytics area is altering, although, and there are lots of alternate options — each free and paid — that take note of privateness, cookie-much less monitoring, GDPR compliance, core net vitals, and extra. The present chief within the analytics area is Common Analytics (UA), which has been monitoring net information since 2005. However Google goes to cease monitoring any new information in UA as of July 1, 2023 (Comfortable Canada Day?).

It is a transfer to get customers emigrate to Google Analytics 4 (GA4), which is a complete new method of monitoring and navigating. In a transfer from periods to an occasion mannequin, GA4 would require some information and familiarity to rise up and working, as there’s quite a bit changing.

When you haven’t but arrange GA4 but, or are on the fence, now could be the time to check out what else is on the market and the way the panorama has modified. We have damaged the alternate options up into three classes:

How authorized is Google Analytics?

The brief reply is: is dependent upon the place your guests are from.

With out getting too deep into authorized jargon, the person has management over the choices now and though there are a couple of lawsuits on the market I am positive Google will make the right changes to make sure that everybody utilizing will probably be largely lined, finally.

This is not occurring proper now and beneath GDPR there are necessities that Google Analytics is not passing. Additionally, through the use of a product that is built-in into different merchandise I doubt they will ever see 100% protection.

Even should you’re planning on putting in Google Analytics 4, you may run another to make sure that you’re getting the precise information and take a look at as you go

Internet Analytics

Greater than a customer counter, however typically simplified, net analytics suppliers give attention to giving companies to small companies, bloggers, and small web sites. Their metrics are additionally the closest to Google Analytics. Many of the net analytics instruments beneath are simple to keep up, fast to put in, and do not want self-internet hosting. Nonetheless, some will provide self-internet hosting along with their common companies.

Fathom Analytics

Launched in 2018, Fathom Analytics is a cookie-much less, privateness-centered Google Analytics various that’s actually easy to make use of. They care about person privateness and pioneered proprietary routes in compliance with the EU for EU guests. Calling the route «EU isolation», Fathom Analytics can also be GDPR, PECR, COPPA, CCPA, and ePrivacy compliant.

Options of Fathom Analytics embrace:

  • Seven-day free trial

  • Costs begin at $14 per 30 days for as much as 100,000 web page views

  • Can embrace as much as 50 websites

  • Reveals dwell guests and the place they’re navigating
  • Affords uptime monitoring, occasion filtering, electronic mail experiences, advert blocker bypassing, dwell customer info, and far more from a bootstrapped firm

Being privateness-centered, Fathom Analytics has an attractive interface and presents limitless CSV exports of your information obtainable at any time. This lets you conveniently join it to different information sources. As well as, Fathom is anticipated to launch a backup possibility for GA information within the close to future.



Beforehand named Pikqwik, Matomo («preserve your information in your individual palms») is an open-supply, cookie-free monitoring, and GDPR-compliant analytics device providing a search engine and key phrases part the place you may join with Google Search Console information.

Further Matomo options embrace:

  • Customizable dashboard.

  • Actual-time information insights (pages visited, customer abstract, conversions, and so forth).

  • E-commerce analytics.

  • Occasion monitoring (analyzes person interplay on apps or web sites).

  • Measures CTR, clicks, and impressions for textual content and picture banners in addition to different web page components.

  • Customer geolocation (stats could be seen on maps by metropolis, area, or nation).

  • Web page and website velocity experiences.

  • Web page efficiency (variety of views, bounce charges).

You’ll be able to host Matomo by yourself servers at no cost. In any other case, their cloud pricing begins at $29/month after a 21-day free trial for 50,000 hits (as much as 30 web sites).



When you’re already utilizing Cloudflare’s CDN answer, then there is not any setup required. You’ll be able to merely authorize the net analytics to start out monitoring inside your account. You’ll be able to add as much as 10 web sites at no cost, and there is not any want for a cookie banner, since they don’t accumulate private information.

Along with monitoring customary metrics — web page views, visits, load instances, bandwidth, and so forth. — Cloudflare has included Core Internet Vitals metrics. These are measured every throughout your tracked web sites, and might electronic mail you weekly with updates — very helpful.

Cloudflare set up is mild on web page load, since you may proxy it by your Cloudflare setup. Alternatively, you may set up their light-weight Javascript code (or «beacon», as they name it).

Though Cloudflare does not say they’re GDPR compliant, what they do say is that they’re thought-about an «Operator Important Providers» beneath the EU Directive on Safety of Community and Data Programs. You’ll be able to assume that Cloudflare is monitoring one thing alongside the way in which, with a free price ticket and with different choices obtainable the place information could possibly be shared.

Cloudflare is closest to server analytics with out going on to your server. It is solely obtainable in particular areas, so that you may need to pay for this.


Adobe Analytics

Adobe Analytics is a popular analysis platform that gives instruments important for gathering related information regarding buyer expertise. Firm analysts and on-line entrepreneurs ceaselessly rely on it for bettering buyer satisfaction.

Making use of Adobe Analytics to your online business web site can assist you establish what results in conversions. For instance, did altering content material or the CTA enhance conversions? Did including extra visible aids enhance the variety of inquiries a couple of sure service or product?

Adobe analytics is marketed as an enterprise analytics answer with viewers insights, promoting analytics, cohort evaluation, buyer journey evaluation, remarketing triggers, and far more. It actually might suit your net analytics or product analytics relying on how your workforce deploys it, and it has been round for fairly some time identical to Google Analytics.



Privateness-pleasant net analytics device Clicky is straightforward to navigate and presents metrics just like Google Analytics. Nonetheless, Clicky embodies the texture of server analytics instruments whereas making their interface easy and quick-loading, because of minimal graphics.

Options of Clicky embrace:

Clicky additionally gives a developer API and white labeling of their answer, the place you may create your individual theme for higher model integration beginning at $49/month as a part of their hosted service. In addition they provide a free tier should you’re seeking to attempt it out with restricted options.


Simple Analytics

EU-hosted, privateness-primarily based Easy Analytics presents instruments to make use of for checking your web sites every day. Easy Analytics doesn’t accumulate cookies, IP addresses, or any distinctive identifiers. Their package deal gives a bypass of advert blockers, hides referral spam, and consists of an iOS app. You’ll be able to even embed a widget to get public net statistics.

This GA various presents some nifty occasions which are gathered by default for ease of use. These embrace electronic mail clicks, outbound hyperlinks, and recordsdata to streamline monitoring. All of Easy Analytics options come collectively in a UI that is a easy dashboard offering fast «out and in» instances — a lot faster, in reality, than it will take to get to the proper property utilizing Google Analytics.

Easy Analytics presents a free 14-day trial. When you determine to maintain Easy Analytics, you will pay $19/month, or $9/month should you pay a yr prematurely.



An open-supply, cookie-free net analytics various to Google Analytics, Pirsch seamlessly integrates into web sites and WordPress with plugins. A developer-pleasant analytics providing a versatile, spectacular API, server-aspect integrations, and SDKs, Pirsch gives Golang (Go), PHP SDK, JavaScript, or a neighborhood-supplied code to embed snippets. Pirsch additionally works with Google Search Console.

You’ll be able to carry out any operate you need from the Pirsch dashboard, like viewing statistics or including web sites.

Get began by viewing Pirsch’s dwell demo or opting in on their 30-day free trial. Paying for Pirsch is just $5 per 30 days should you select annual billing. If you wish to make month-to-month funds, the price will increase to $6 per 30 days.



A privateness-pleasant, open-supply net analytics platform, Believable is cookie-free and totally compliant with PECR, CCPA, and GDPR. Believable is a well-liked various to Google Analytics due to its simplicity, light-weight script, and talent to cut back bounce charges by expediting website loading.

You’ll be able to simply section information into particular metrics, analyze darkish site visitors through Urchin Monitoring Module (UTM) parameters, and observe what number of outbound hyperlink clicks you get.

Believable presents a 30-day free trial possibility that gives limitless utilization of its options with out requiring a bank card. As soon as your free trial has ended, you may pay $9 per 30 days for as much as 10,000 web page views. When you select yearly billing, you get two months of free use. Limitless information retention, slack/electronic mail experiences, and occasion customization are additionally supplied with a paid subscription to Believable.



Umami is GDPR-compliant, open-supply, cookie-free, and doesn’t observe customers or collect private information throughout web sites. By anonymizing any info collected, Umami prevents the identification of particular person customers. As well as, you will not want to fret about staying compliant with consistently altering privateness lawsi.

Options of Umami embrace:

  • Cellular-pleasant so you may see stats in your cellphone at any time.

  • Because you host Umami beneath your area, you will not see any advert-blockers such as you see when utilizing Google Analytics.

  • Public sharing of your stats is obtainable utilizing an solely generated URL.

  • Umami’s light-weight monitoring script hundreds nearly immediately and will not decelerate the loading of your web site.

  • A single set up of Umami permits monitoring of a limiteless variety of websites. It’s also possible to observe particular person URLs and subdomains.

Since Umami is an open-supply platform and self-hosted, it is free to make use of. Umami says a cloud-primarily based model of its analytics is coming quickly.


Product (habits) analytics

Though product analytics aren’t at all times GDPR-compliant, they supply highly effective analytic instruments that embrace beneficial components like segmentation and deeper ranges of customization. For that cause and others, product analytics include a better upkeep value. Listed here are a number of product analytics instruments which are wonderful Google Analytics alternate options for monitoring buyer habits.

Hubspot Analytics

The site visitors analytics device supplied by Hubspot Analytics presents distinctive evaluation information for breaking down web page views, new contacts, and even entrance/exit info relating to how lengthy guests remained on particular net pages. It’s also possible to set up a monitoring code to exterior websites so you may observe site visitors stats.

Further options embrace:

  • Bounce charge percentages.

  • Variety of name-to-motion views/variety of CTA clicks.

  • Conversion charges of tourists who click on in your CTA.

  • Entry to particular URLs or nation stats.

A subscription to a starter Hubspot Analytics platform is $45 per 30 days. You’ll be able to select month-to-month or annual billing, which is $540.

An expert subscription to Hubspot Analytics begins at $800 per 30 days ($9,600 for one yr). This subscription offers you multi-language content material, video administration and internet hosting, cellphone help, and A/B testing.

An enterprise subscription begins at $3,600 per 30 days ($43,200 per yr). You get 10,000 advertising and marketing contacts with this subscription, with further contacts obtainable on the market in increments.



Kissmetrics presents analytics for e-commerce and SaaS web sites. Kissmetrics for SaaS offers you deep insights into the kind of content material and options which are fueling conversions, changing trials into conversions, and lowering churn.

Kissmetrics detects traits that drive conversions and retain common patrons, so you may alter website components appropriately. This distinctive analytics device additionally streamlines checkout funnels and integrates with Shopify.

Pricing for Kissmetrics SaaS entails three tiers:


Heap Analytics works on cell and PC gadgets, shortly captures almost all behavioral parameters, and helps first or third-get together set up. It’s also possible to create particular person identities for customers over quite a few periods and augmented product info to buy/gross sales occasions.

Heap options embrace:



The makers of Fullstory state that if you know the way to repeat and paste, you will don’t have any bother setting it up. This analytics platform additionally presents «non-public-by-default» talents that ensures masking of textual content components at their supply.

Their options embrace, however aren’t restricted to:



Mixpanel presents a free subscription that offers entry to core experiences, limitless information historical past, and EU or U.S. information residency. Mixpanel could be sliced and diced to suit so many conditions, it’s versatile and moldable for a lot of companies at many ranges.

Screenshot of the dashboard.

For $25 per 30 days beneath their progress plan, you get all of the free options, plus information modeling, group analytics, and experiences detailing causal inference. Mixpanel additionally consists of options comparable to:

  • Segmenting customers primarily based on actions

  • Combine with Slack to share experiences, even when they don’t use Mixpanel

  • No limits on the quantity of occasions tracked

  • Crew Dashboards with Alerts

  • Determine prime person paths and drop-off factors

  • Understanding of conversion factors throughout the funnel

  • And far far more.

It is utilized by 30% of Fortune 100 SaaS firms and should you want customized pricing and plans,


Amplitude Analytics

In response to a report obtainable here, Amplitude is constantly ranked as #1 amongst different product analytics platforms, prime software program merchandise, and buyer satisfaction. You’ll be able to analyze collected information with quick self-serve analytics that don’t require SQL.

You should use Amplitude to…

  • Discover behavioral information

  • Measure buyer engagement

  • Use product intelligence to construct sooner

  • Perceive channel efficiency

  • Reply questions between, product, advertising and marketing, engineering & analytics

The Begin Amplitude package deal is free and presents limitless information locations, customers, and information sources. You additionally get 10 million occasions (streamed or unstreamed) per 30 days.

Their paid plans begin with customizations on prime of that together with superior behavioral analytics & customized occasion values.

CONTACT SALES FOR GROWTH OR ENTERPRISE PACKAGES or should you’re a startup you may apply for a free yr of Amplitude Scholarship!


Section which was acquired by Twilio in 2020 presents superior electronic mail onboarding and intuitive insights in SMS marketing campaign and electronic mail efficiency & that’s only one arm of what it does. Section makes use of just one API to gather information throughout all platforms. In addition they have SDKs for Android, iOS, JavaScript, and over 20 server-aspect languages. They’ve been written as a know-how startup that lets organizations pull buyer information from one app into one other & they’ve as of writing over 300 integrations!

Section has clients throughout industries together with media, medical, B2B, retail and from startup to enterprise. As effectively you may add your buyer information into their information warehouse to maintain your information there so they might match into the information warehousing class beneath too.

To get began utilizing Section, merely make a free account which permits for 1,000 guests from two sources and entry to their 300 integrations or their paid tiers begin at $120/month the place you may join a (*20*).


Rudderstack gives builders all they should get began instantly with this product/habits analytics. Options of Rudderstack embrace figuring out nameless cell and net customers, customizing locations by the applying of actual-time modifications to occasion payloads, and routinely occupying warehouses with occasion and person report schemas.

The free model of Rudderstack offers you 5 million occasions per 30 days, over 16 SDK sources and greater than 180 cloud locations. Like Section you need to use Rudderstack as an information warehouse on your buyer information they usually’ve constructed their platform as warehouse-first and constructed for builders.

The Professional model begins at $500 per 30 days. You get the free options, plus electronic mail help, a technical account supervisor, and even customized integrations within the larger tiers. Request pricing for the Enterprise model of Rudderstack here.

Information warehousing options

It is at all times good to have your information backed up and when you have plenty of historical past in Common Analytics it will be place to start out. There are even companies to attach all these options collectively seamlessly, comparable to Funnel. Whereas these have further prices, it can save you all of your information for a few years with out a drawback developing so you may check with them when want be.

Google BigQuery / Google Cloud

Accessible with a straightforward connection to your GA4 information should you’re leaning that method. Google lists BigQuery as enterprise and there will probably be limits to how a lot information you may ship to BigQuery earlier than paying. They provide actual-time analytics with constructed-in question acceleration and with the size of information that Google handles we could be fairly positive that they’ll have the ability to deal with it. Google Cloud Storage presents customary, nearline, coldline, and archive storage choices.

One suggestion is should you’re utilizing Google for backups to make sure you have a secondary account hooked up to it in case your major account loses entry, which I’ve seen occur every now and then. They supply a migration from some instruments and their pricing is predicated on information, so it’s free as much as 10GB. They created a billing calculator for simple value evaluation when you get into the paid aspect.

Amazon – AWS

AWS states that they help extra compliance certifications and safety measures than all different cloud suppliers. They permit for backup of all information varieties and have redundancy inbuilt that you’d anticipate on the Amazon stage.

Like Google they’ve a calculator to estimate a pricing mannequin on your workforce as they’ve plenty of different companies built-in into this which you could benefit from there.


Snowflake gives an information cloud and isn’t Google or Amazon, which can attraction to some. It helps information science, information lakes, and information warehousing on the three prime clouds with their totally automated answer.

They’re HIPAA, PCI DSS, SOC 1 and SOC 2 Kind 2 compliant, and FedRAMP Licensed and have a 30 day free trial with all plans you may take a look at in addition to a “pay for utilization” possibility or a “pay for utilization upfront” possibility too.

Recap and suggestions

On July 1, 2023, Common Analytics will cease monitoring any new information, after which by EOY 2023 all UA information will probably be eliminated by Google — so again up your information! Take into consideration warehousing your information long run on your Common Analytics and transferring ahead.

Then, make a plan for the way you’re going to be monitoring transferring ahead. Speak choices and ideas with stakeholders.

Set up GA4 now (or yesterday!) or attempt the choices above out, as none of those are created equal and lots of have free trials.

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