Two women stand at a table, looking at the screen of an open laptop. The woman on the left has a small afro and wears a gray-and-white-striped clouse. She holds a clipboard. The woman on the right has medium-length brown hair and wears a chambray shirt over a white T-shirt. She is typing on the laptop. Both women are smiling with their mouths slightly open, as if they are speaking or laughing.The room behind them is a medium-sized warehouse room with a large shelving unit filled with ceramic bowls and cups.
Many alternatives to Google Analytics have both free and paid versions. The free versions cover a certain amount of actions per month and may be a good choice for newer sites. — Getty Images/JLco - Julia Amaral

Although millions of websites rely on Google Analytics for insights, it’s not the best solution for everyone. Business users may prefer open-source web analytics or find Google’s highly technical user interface confusing. The best alternatives to Google Analytics include free and paid tools that help you analyze website and mobile app data.

We evaluated several programs and considered pricing, ease of use, and features. Check out our list to find an alternative to Google Analytics.


Clicky is a free alternative to Google Analytics, and paid versions start at $9.99 per month for a website with one million monthly page views. It shows heatmaps of where web users click, analyzes backlinks, and has a customizable dashboard. Marketing agencies can also add branding for personalized client reports.

Geared toward newsrooms and marketers, aims to make analytics easier for companies that publish large volumes of content. The simple but data-rich user dashboard drills down into useful real-time metrics like post views, post visitors, time on page, and conversions, which can help publishers determine the effectiveness and ROI of their content strategy. doesn't list pricing on its website, but its tiered subscriptions start at 10 user seats, 30+ metrics, and 13 months of historical data for one website.


Woopra helps track the customer journey from end to end. It’s free for core analytics and 500,000 actions per month. Paid versions start at $999.00 per month and include premium support. The free package supports over 30 integrations, allowing you to sync Woopra with your cloud applications and databases.


Heap is free for one project and standard analytics. Business users can request custom quotes for the three paid plans. Heap auto-captures user actions and has a session replay so you can see exactly what’s happening on your site. You can view auto-captures in real-time, perform an analysis, or use artificial intelligence to generate insights.


Plausible is an open-source web analytics program that doesn’t collect cookies. It offers one plan starting at $9 monthly for 10,000 page views. The price increases for higher traffic volume. Plausible covers 50 websites and allows unlimited team members. You can receive reports via email or Slack and integrate them with your Google Search Console.

[Read more: Business Intelligence and Business Analytics: What's the Difference]

Piwik PRO

Piwik PRO’s free forever plan covers 500,000 actions monthly and supports 10 sites or apps. It includes three modules: consent manager, analytics, and tag manager. The enterprise subscription requires a custom quote and has technical support and onboarding. Piwik PRO gives you full control over your data and integrates with business intelligence tools.

Mixpanel’s free alternative to Google Analytics included unlimited integrations and collaborators.


Matomo is an excellent platform for business owners who want to host the program on their servers. Cloud-hosted versions start at $23 per month for 50,000 website hits. But, as a free alternative to Google Analytics, you can download the application to your server at no charge, regardless of your web traffic volume. The self-hosted tools support unlimited websites, users, and goals. Plus, you can retain your data forever.


GoSquared has a web analytics platform with daily email reports and UTM (urchin tracking module) campaign tracking. Pricing begins at $9 per month for the Starter plan and allows unlimited team members. All accounts include email support. GoSquared lets you track three to 20 projects with 100,000 to 2.5 million page views.


Smartlook’s free subscription includes 3,000 monthly sessions, basic product analytics, and one-month data retention. It connects to Google Analytics and Slack. Paid plans start at $55 per month and come with premium integrations. Both free and paid versions let you track websites and mobile apps.

[Read more: Best Services for Online Marketing Analytics]


Mixpanel’s free alternative to Google Analytics included unlimited integrations and collaborators. It focuses on product development and analyzes up to 20 million events monthly. Paid subscriptions start at $20 per month and provide modeling tools and deeper behavioral analysis. It connects to advertising platforms, messaging channels, and data governance programs.


Fathom pricing ranges from $14 to $44 monthly for 100,000 to 500,000 page views. It works on up to 50 sites and has unlimited email reports. Fathom claims its “embed code loads faster than Google Analytics,” improving your site speed. In addition, this solution is fully compliant with the General Data Protection Regulation (GDPR), so you don’t need to ask for cookie consent from visitors.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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