20 Google Analytics Options – Moz


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

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

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

It is a transfer to get customers emigrate to Google Analytics 4 (GA4), which is an entire 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 fairly a bit altering.

In the event you haven’t but arrange GA4 but, or are on the fence, now’s the time to try what else is on the market and the way the panorama has modified. We have damaged the options up into three classes:

How authorized is Google Analytics?

The brief reply is: depends 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 just a few lawsuits on the market I am certain Google will make the correct changes to make sure that everybody utilizing will probably be largely coated, ultimately.

This is not occurring proper now and below GDPR there are necessities that Google Analytics is not passing. Additionally, by utilizing a product that is built-in into different merchandise I doubt they’re going to ever see 100% protection.

Even if you happen to’re planning on putting in Google Analytics 4, you’ll be able to run another to make sure that you’re getting the proper information and take a look at as you go

Internet Analytics

Greater than a customer counter, however typically simplified, internet analytics suppliers give attention to giving providers to small companies, bloggers, and small web sites. Their metrics are additionally the closest to Google Analytics. Many of the internet analytics instruments under are straightforward to take care of, fast to put in, and do not want self-hosting. Nevertheless, some will supply self-hosting along with their common providers.

Fathom Analytics

Launched in 2018, Fathom Analytics is a cookie-less, privacy-focused 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 be GDPR, PECR, COPPA, CCPA, and ePrivacy compliant.

Options of Fathom Analytics embody:

  • Seven-day free trial

  • Costs begin at $14 monthly for as much as 100,000 web page views

  • Can embody as much as 50 websites

  • Exhibits stay guests and the place they’re navigating
  • Provides uptime monitoring, occasion filtering, e-mail reviews, advert blocker bypassing, stay customer info, and rather more from a bootstrapped firm

Being privacy-focused, Fathom Analytics has a ravishing interface and affords 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 choice for GA information within the close to future.



Beforehand named Pikqwik, Matomo (“hold your information in your individual palms”) is an open-source, cookie-free monitoring, and GDPR-compliant analytics device providing a search engine and key phrases part the place you’ll be able to join with Google Search Console information.

Further Matomo options embody:

  • Customizable dashboard.

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

  • 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 reviews.

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

You’ll be able to host Matomo by yourself servers free of charge. 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).



In the event you’re already utilizing Cloudflare’s CDN answer, then there isn’t any setup required. You’ll be able to merely authorize the online analytics to start out monitoring inside your account. You’ll be able to add as much as 10 web sites free of charge, and there isn’t any want for a cookie banner, since they don’t acquire private information.

Along with monitoring commonplace metrics — web page views, visits, load occasions, bandwidth, and many others. — Cloudflare has included Core Internet Vitals metrics. These are measured every throughout your tracked web sites, and might e-mail you weekly with updates — very helpful.

Screenshot of the CWV dashboard.

Cloudflare set up is gentle on web page load, since you’ll be able to proxy it by way of your Cloudflare setup. Alternatively, you’ll be able to set up their light-weight Javascript code (or “beacon”, as they name it).

Though Cloudflare would not say they’re GDPR compliant, what they do say is that they’re thought-about an “Operator Important Companies” below the EU Directive on Safety of Community and Info Methods. 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 may very well 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 standard evaluation platform that gives instruments important for amassing related information regarding buyer expertise. Firm analysts and on-line entrepreneurs incessantly depend upon it for bettering buyer satisfaction.

Making use of Adobe Analytics to your small 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 few 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 rather more. It really might suit your internet 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-friendly internet analytics device Clicky is simple to navigate and affords metrics just like Google Analytics. Nevertheless, Clicky embodies the texture of server analytics instruments whereas making their interface easy and fast-loading, due to minimal graphics.

Options of Clicky embody:

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


Easy Analytics

EU-hosted, privacy-based Easy Analytics affords instruments to make use of for checking your web sites every day. Easy Analytics doesn’t acquire 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 internet statistics.

This GA various affords some nifty occasions which are gathered by default for ease of use. These embody e-mail clicks, outbound hyperlinks, and information to streamline monitoring. All of Easy Analytics options come collectively in a UI that is a easy dashboard offering fast “out and in” occasions — a lot faster, actually, than it will take to get to the proper property utilizing Google Analytics.

Easy Analytics affords a free 14-day trial. In the event you resolve to maintain Easy Analytics, you may pay $19/month, or $9/month if you happen to pay a 12 months prematurely.



An open-source, cookie-free internet analytics various to Google Analytics, Pirsch seamlessly integrates into web sites and WordPress with plugins. A developer-friendly analytics providing a versatile, spectacular API, server-side integrations, and SDKs, Pirsch gives Golang (Go), PHP SDK, JavaScript, or a community-provided 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 stay demo or opting in on their 30-day free trial. Paying for Pirsch is simply $5 monthly if you happen to select annual billing. If you wish to make month-to-month funds, the fee will increase to $6 monthly.



A privacy-friendly, open-source internet 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 scale back bounce charges by expediting website loading.

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

Believable affords a 30-day free trial choice that gives limitless utilization of its options with out requiring a bank card. As soon as your free trial has ended, you’ll be able to pay $9 monthly for as much as 10,000 web page views. In the event you select yearly billing, you get two months of free use. Limitless information retention, slack/e-mail reviews, and occasion customization are additionally supplied with a paid subscription to Believable.



Umami is GDPR-compliant, open-source, cookie-free, and doesn’t monitor 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 continually altering privateness lawsi.

Options of Umami embody:

  • Cell-friendly so you’ll be able to see stats in your telephone at any time.

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

  • Public sharing of your stats is offered utilizing an completely generated URL.

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

  • A single set up of Umami allows monitoring of an infinite variety of websites. You may also monitor particular person URLs and subdomains.

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


Product (habits) analytics

Though product analytics should not at all times GDPR-compliant, they supply highly effective analytic instruments that embody invaluable components like segmentation and deeper ranges of customization. For that purpose and others, product analytics include the next upkeep price. Listed here are a number of product analytics instruments which are wonderful Google Analytics options for monitoring buyer habits.

Hubspot Analytics

The site visitors analytics device supplied by Hubspot Analytics affords distinctive evaluation information for breaking down web page views, new contacts, and even entrance/exit info concerning how lengthy guests remained on particular internet pages. You may also set up a monitoring code to exterior websites so you’ll be able to monitor site visitors stats.

Further options embody:

  • Bounce price percentages.

  • Variety of call-to-action views/variety of CTA clicks.

  • Conversion charges of holiday makers who click on in your CTA.

  • Entry to particular URLs or nation stats.

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

An expert subscription to Hubspot Analytics begins at $800 monthly ($9,600 for one 12 months). This subscription offers you multi-language content material, video administration and internet hosting, telephone assist, and A/B testing.

An enterprise subscription begins at $3,600 monthly ($43,200 per 12 months). You get 10,000 advertising contacts with this subscription, with further contacts obtainable on the market in increments.



Kissmetrics affords 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 decreasing churn.

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

Pricing for Kissmetrics SaaS includes three tiers:


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

Heap options embody:



The makers of Fullstory state that if you know the way to repeat and paste, you may don’t have any bother setting it up. This analytics platform additionally affords “private-by-default” skills that ensures masking of textual content components at their supply.

Their options embody, however should not restricted to:



Mixpanel affords a free subscription that provides entry to core reviews, 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 monthly below their development plan, you get all of the free options, plus information modeling, group analytics, and reviews detailing causal inference. Mixpanel additionally consists of options equivalent to:

  • Segmenting customers primarily based on actions

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

  • No limits on the quantity of occasions tracked

  • Staff Dashboards with Alerts

  • Establish prime person paths and drop-off factors

  • Understanding of conversion factors throughout the funnel

  • And far rather more.

It is utilized by 30% of Fortune 100 SaaS corporations and if you happen to want customized pricing and plans,


Amplitude Analytics

In line with a report obtainable right 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, engineering & analytics

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

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 if you happen to’re a startup you’ll be able to apply for a free 12 months of Amplitude Scholarship!


Section which was acquired by Twilio in 2020 affords superior e-mail onboarding and intuitive insights in SMS marketing campaign and e-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-side 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 nicely you’ll be able to add your buyer information into their information warehouse to maintain your information there so they may match into the info warehousing class under 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’ll be able to join a workforce account.


Rudderstack gives builders all they should get began instantly with this product/habits analytics. Options of Rudderstack embody figuring out nameless cell and internet customers, customizing locations by way of the appliance of real-time modifications to occasion payloads, and routinely occupying warehouses with occasion and person file schemas.

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

The Professional model begins at $500 monthly. You get the free options, plus e-mail assist, a technical account supervisor, and even customized integrations within the increased tiers. Request pricing for the Enterprise model of Rudderstack right here.

Knowledge warehousing options

It is at all times good to have your information backed up and when you’ve got quite a lot of historical past in Common Analytics it will be place to start out. There are even providers to attach all these options collectively seamlessly, equivalent to Funnel. Whereas these have further prices, it can save you all of your information for a few years with out a downside arising so you’ll be able to confer with them when want be.

Google BigQuery / Google Cloud

Obtainable with a straightforward connection to your GA4 information if you happen to’re leaning that method. Google lists BigQuery as enterprise and there shall be limits to how a lot information you’ll be able to ship to BigQuery earlier than paying. They provide real-time analytics with built-in question acceleration and with the dimensions of information that Google handles we could be fairly certain that they’ll be capable to deal with it. Google Cloud Storage affords commonplace, nearline, coldline, and archive storage choices.

One suggestion is if you happen to’re utilizing Google for backups to make sure you have a secondary account connected to it in case your main account loses entry, which I’ve seen occur every so often. 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 price evaluation when you get into the paid facet.

Amazon – AWS

AWS states that they assist 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 count on on the Amazon stage.

Like Google they’ve a calculator to estimate a pricing mannequin on your workforce as they’ve quite a lot of different providers built-in into this which you could make the most of there.


Snowflake gives a knowledge 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 Sort 2 compliant, and FedRAMP Licensed and have a 30 day free trial with all plans you’ll be able to try in addition to a “pay for utilization” choice or a “pay for utilization upfront” choice too.

Recap and proposals

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

Then, make a plan for a way you’re going to be monitoring shifting 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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