Compare
Compare Analytics Tools
Google Analytics 4
Free plan
No feature only Google Analytics 4 has.
Matomo Analytics
Free plan
Only Matomo Analytics has:
- Data Sampling
- Cookieless
Heap
Free plan
No feature only Heap has.
Fullstory
Free plan
No feature only Fullstory has.
Google Analytics 4
Matomo Analytics
FullstorySummary
A customisable and free web analytics tool. Get insights into user behavior with an event-based tracking model, and know what drives sales and traffic with extensive attribution methods.
A free privacy focussed open-source web analytics tool, which gives you 100% data-ownership. You can even use Matomo without needing to ask for consent.
The only digital insights platform that gives you complete understanding of your customers’ digital journeys, so you can quickly improve conversion, retention, and customer delight.
Fullstory is a digital experience analytics platform that combines session replay, product analytics and AI-generated insights, with a permanent free plan.
Pros
- GA4 is free to use
- Many functionalities
- The reports are customisable
- Large community
- Extensive documentation
- GA4 is easily scalable
- Data display
- Flexible data visualisation
- Engagement reporting
- Privacy oriented
- It is easy to implement
- It has data science capabilities
- Reports are easy to build
- Interface is user-friendly
- Permanent free plan with session replay
- Choice of EU or US data center
- SOC 2 and ISO 27001, 27701 and 42001 certifications
- Warehouse sync to BigQuery, Snowflake and Redshift
Cons
- Steep learning curve
- Implementation can be hard
- Inaccurate data sampling
- UI is not easy to use
- Integrations
- Branding method
- Tech support is quite basic
- Difficult to share dasboards
- Onboarding could be improved
- Paid prices not published
- Dashboards and StoryAI not in the free plan
- Alerts and retention reports need an Advanced or Enterprise plan
- Moving to the EU data center means opening a new account
Pricing information
Starting Price
- StandardFree
- GA4 360$50k+ per year
- On-PremiseFree
- Cloud€19+ p/m
- FreeFree
- GrowthOn req.
- ProOn req.
- PremierOn req.
- FullstoryFreeFree
- BusinessOn req.
- AdvancedOn req.
- EnterpriseOn req.
Free trial period
Free plan
21 days
Free plan
Free plan
Account Management
Trackable Items
100
30
1
User Seats
Unlimited
Unlimited
Unlimited
10 on FullstoryFree, paid plans not published
Account Security
- Single Sign-on
- Two-factor Authentication
- Single Sign-on
- Two-factor Authentication
- Single Sign-on
- Two-factor Authentication
- Single Sign-on
- Two-factor Authentication
Data Processing
Data Center Locations
- European Economic Area (EEA)
- United Kingdom
- United States
- European Economic Area (EEA)
- European Economic Area (EEA)
- United States
- European Economic Area (EEA)
- United States
Software Hosting
- Public Cloud
- Private Cloud
- On-Premise
- Public Cloud
- Private Cloud
- On-Premise
- Public Cloud
- Private Cloud
- On-Premise
- Public Cloud
- Private Cloud
- On-Premise
Data Ownership
Google Analytics 4
You
You
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
15 minutes or more
Realtime
Data Retention
Customizable up to 14 months
Unlimited and customizable
12 months
12 months on FullstoryFree, paid plans not published
Data Sampling
Explorations might use sampled data
Matomo doesn’t use data sampling
Data Import
Import cost, offline or user/client ID data
Import Google Analytics data, search keywords & server logs
Browser and Server APIs, Segment and Tealium integrations
Data Export
With sheets, BigQuery or API
to CSV, XML, Json or Looker Studio or via HTTP API
Via CSV or API
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- HIPAA
- GDPR
- CCPA
Cookieless
Google Analytics relies on first-party cookies.
Matomo offers cookieless tracking.
Heap relies on first-party cookies
Capture needs the first-party fs_uid cookie
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Receive alerts from every report by email or SMS
Via Slack or email
Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise
Email Reports
Recurring shared reporting
Detailed daily, weekly and monthly reports
Schedule regular emails for important charts
Reporting
Trend Reporting
Metric trends
Device Reporting
Device type, browser, OS and more
Device breakdown
Funnel Reporting
Customisable funnel exploration
Basic funnel reporting
With quantitative measurement of user friction & step suggestions
Funnels and conversions
User Flow Reporting
Flexible Sankey chart exploration
With flexible Sankey chart
Sankey chart with path comparison
Journey maps, page flows
Segmentation
Segment creation and overlap exploration
Based on visit, interaction, campaign, ecommerce, demographics & device
Quickly identify patterns in user behavior
User segments
Cohort Reports
Cohort exploration
Analyse and segment by cohort
Retention Reporting
Combined with CLTV metrics
Advanced and Enterprise
Attribution Reporting
Attribution models comparison
Model comparison report
Track UTM parameters or initial referrer sources
Ecommerce Reporting
Extensive e-commerce reports
Easy setup with eCommerce Activation Kit
Order Completed and Product Purchased events
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Filter specific pages or hide elements on the page
Click and scroll maps
Session Recordings
GA4 does not offer recordings
Record specific pages or only after activity or duration
Automatically filters relevant replays
Session replay, included in FullstoryFree
A/B Testing
A/B Testing Platform (premium feature)
A/B experiments in Guides and Surveys add-on; Optimizely integration
User Feedback
Track NPS score events in surveys
Guides and Surveys add-on
Customizability
Custom Properties
25 user-scoped & 50 event-scoped dimensions
5-15 for each scope and can't delete them
Custom event and user properties
Custom Metrics
50 event-scoped metrics
Custom calculations
Custom Reports
All reports are customisable
Flexible report design
Dashboards, paid plans
Custom Events
25 parameters per event
Annotations
Notes feature added in 2024
On any graph or via API
Support
Support description
Support is available via chat and the support center.
Matomo offers extensive documentation and video tutorials. Because Matomo is an open source product, you can also get help from a large community. Do you need personal help? Contact Matomo's support team for general issues or contact Innocraft for Matomo Cloud-hosted services.
Heap offers extensive documentation and access to their in-depth collection of Heap University courses to get up and running. Need more help? Join the community or contact their knowledgable support staff through email.
Support is by email and support ticket during regional weekday business hours, with a help center and community forum. Free plan tickets have a 2 business day response target, paying customers 1 business day. A Premium Support add-on gives 24/7 critical support. The FullstoryFree help article lists email support as a paid plan feature, while the support hours article lists a response target for free plan customers.
Support Options
- Phone
- Live Chat
- Ticketing system
- Knowledge base
- Community
- Phone
- Live Chat
- Ticketing system
- Knowledge base
- Community
- Phone
- Live Chat
- Ticketing system
- Knowledge base
- Community
- Phone
- Live Chat
- Ticketing system
- Knowledge base
- Community
Google Analytics 4Matomo AnalyticsFullstory