As more and more marketers lean into GA4, I’ve been getting the same question – are there any good analytics alternatives to GA4? The great answer is yes, there is, but you’ll need to understand your tracking needs both now & in the future before contemplating a switch. Here are a few criteria that might help review alternatives more in-depth:
- Key features & metrics
- Cost of the platform
- Level of customer support
- Privacy and security features
I would make sure you speak with stakeholders at your organization to ensure that any metrics you need to be tracked will be available in any alternative tracking tool you select.
With all that as context, here are a few of the most popular GA4 alternatives we’re seeing brands adopt in 2023:
Matomo
Matomo, a free, open-source analytics platform, provides several features:
- Event tracking
- Heatmaps
- User segmentation
- E-commerce tracking
Visit Matomo. Although the basic version is free, premium plans start at €19/month.
Piwik PRO
Piwik PRO offers a robust set of features:
- A/B testing
- Multivariate testing
- Predictive analytics
- Audience segmentation
Visit Piwik PRO. Contact their sales team for pricing information.
Fathom Analytics
Fathom Analytics, a privacy-focused platform free from cookies or third-party scripts, includes:
- Simple, user-friendly interface
- Real-time analytics
- Data aggregation
- Unlimited sites on one account
Visit Fathom Analytics. Pricing starts at $14/month.
Plausible Analytics
Plausible Analytics, also privacy-focused, is simple, lightweight, and easy to use:
- Real-time analytics
- Visitor breakdown by country and device
- Referral sources tracking
Visit Plausible Analytics. Pricing starts at $6/month.
Woopra
Woopra offers both CRM and analytics capabilities:
- Real-time analytics
- Customer journey tracking
- Trends analysis
- Retention reports
Visit Woopra. Pricing plans start at $349/month.
Mixpanel
Mixpanel, an event-based analytics platform, includes:
- User interaction tracking
- Funnel analysis
- User segmentation
- Retention analysis
Visit Mixpanel. They offer a free plan, while paid plans start at $17/month.
Heap
Heap, suitable for tracking user behavior over time, offers:
- Event-based tracking
- Real-time analytics
- User segmentation
- Retention and funnel analytics
Visit Heap—contact Heap for pricing information.
Adobe Analytics
Adobe Analytics, an enterprise-level analytics platform, provides the following:
- Real-time analytics
- Multichannel data integration
- Advanced segmentation
- Predictive analytics
Visit Adobe Analytics. Contact Adobe for pricing details.
Kissmetrics
Kissmetrics specializes in the following:
- User interaction tracking
- Funnel analysis
- User segmentation
- Cohort analysis
Visit Kissmetrics. Contact Kissmetrics for pricing details.
Hotjar
Hotjar, a user behavior analytics platform, includes:
- Heatmaps
- Scroll maps
- Session recordings
- Conversion funnels
Visit Hotjar. Pricing starts at €39/month.
Hubspot
Hubspot provides:
- Visitor tracking
- Website performance analysis
- Marketing campaign measurement
- CRM integrated analytics
Visit Hubspot. Hubspot’s pricing starts at $45/month for the Starter plan.
Marketo
Marketo, an advanced marketing automation platform, offers:
- Customer behavior tracking
- Personalized messaging
- Multichannel marketing
- ROI tracking
Visit Marketo. Contact Marketo for pricing details.
Summary
Overall, the ideal analytics platform will largely depend on your specific needs (I know…shocking). However, as you dig into alternatives I will also mention that GA4 is continuing to build out reporting & features, so it may still be the right analytics choice for your organization in the long run.
