15 alternatives to Google Analytics 4: exploring free and budget-friendly tools.

15 alternatives to Google Analytics 4: exploring free and budget-friendly tools.
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Google Analytics 4 (GA4) is often regarded as a benchmark in the field of web analytics due to its sophistication. However, it may not be suitable for everyone.

Whether you’re looking for specific features, are concerned about data privacy, or are simply searching for a more affordable option, there are numerous alternatives to GA4.

This article introduces you to 15 alternatives to Google Analytics 4, ranging from free to low-cost options, to help you find the tool that best meets your web analytics needs.


Countly is an open-source analytics tool that prides itself on being a GDPR-compliant alternative to Google Analytics. It provides real-time analysis on websites and applications, as well as a unique user ID functionality. Countly offers both free and paid options.


GoSquared is a web analytics platform designed for ease of use. Its features include heatmaps, session recordings, and funnel analysis. It is also privacy-focused, with features such as IP anonymization. Plans start at €10.

Piwik PRO

This tool is a commercial derivative of Matomo. The main differences lie in enterprise-level support and the integration of a customer data platform. Like Matomo, it has an integrated privacy consent manager. Piwik PRO offers free and paid plans.

Clarity by Microsoft

Clarity, by Microsoft, focuses on user interactions with your website. It summarizes information in a handy dashboard and provides data such as rage clicks and excessive scrolling, which could indicate user frustration. Clarity also features session recording functionality. Clarity is free.


Clicky is a real-time analytics platform without Flash that is easy to use. It records and tracks user actions in detail. Among its features are heat mapping, backlink analysis, and mobile compatibility. Clicky offers a free option as well as four paid options.


Fathom is another analytics tool focused on privacy, similar to Plausible. It lacks the deeper features of GA4 but is a good choice if you want a lightweight web analytics tool. Plans start at $14.


Kissmetrics tracks and analyzes user behavior based on first-party data it collects from your website or app. It includes heatmaps, session recordings, and funnel analysis. Kissmetrics helps to personalize the user experience by showing different content based on user behavior. Plans start at €300.


Heap is especially suited for online products. It allows you to measure every interaction on your website, including swipes, clicks, form submissions, and page views. Heap also offers retrospective analytics, allowing you to examine the impact of changes to your site or app. Heap offers free and paid plans.


Matomo is an open-source analytics platform that offers features similar to Google Analytics. It offers real-time analytics, customizable dashboards, and detailed reports. Matomo also gives users full control over their data and offers a range of privacy features. Matomo is free if hosted on your servers.


Woopra provides website analytics based on four types of data: people, journeys, trends, and retention. It analyzes user actions based on their journey through different touchpoints. Woopra tracks usage via your website and apps with real-time analytics and data. It also offers custom live reports. Woopra offers free and paid options.


An analytics tool for websites, iOS/Android apps, and various application frameworks. It helps understand how customers interact with your website or app by providing features such as session recordings, heatmaps, automatic event tracking, and conversion funnels. Smartlook offers free and paid options.


A leader in the trend of lightweight and privacy-focused analytics tools. It is easy to use and collects no personally identifiable information, making it ideal for GDPR compliance. Plausible only tracks very basic website metrics. Plans start at $9.

Cabin Analytics

Cabin Analytics is designed to have a very small carbon footprint. Similar to Kissmetrics as it is based on first-party data and can personalize the user experience. Cabin Analytics offers free and paid options.


An all-in-one product analytics platform that includes session recordings, A/B testing, and other features for tracking user behavior in your app or website. It is an event-based platform, meaning you only pay for the events you track. PostHog offers a generous 1 million events per month for free.


An open-source analytics tool that operates on a “pay what you want” model. Like Plausible and Fathom, it focuses on privacy and has only very basic features. The big difference is that you cannot delve into the performance of individual pages. However, it is free.

In conclusion, choosing a web analytics tool is a crucial decision that can significantly impact your ability to understand and optimize the performance of your site or app. While Google Analytics 4 is a popular choice, it’s not the only option available. As seen, there is a variety of alternatives that offer exciting features, enhanced privacy options, and diverse pricing structures.

Whether you’re a small business, an entrepreneur, or a large corporation, it’s essential to choose the tool that best aligns with your specific needs and goals.

Consider trialing different alternatives and weighing the pros and cons of each option before making your final decision.


John is an award winning freelance writer, journalist, and author with a passion for telling stories about travel and economics issues.

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