Compare
Compare Analytics Tools
Google Analytics 4
Free plan
Only Google Analytics 4 has:
- Cohort Reports
- Annotations
Pirsch Analytics
No feature only Pirsch Analytics has.
Umami
No feature only Umami has.
Fullstory
Free plan
Only Fullstory has:
- Heatmaps
- User Feedback
Google Analytics 4
Pirsch 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.
Pirsch is a simple, cookie-free, open-source web analytics solution that integrates easily into your website or backend.
An open-source marketing analytics tool that respects data-privacy. With two hosting options, it is completely cookieless and it lets you own all your data.
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
- Lightweight, cookie-free and open-source
- Pirsch's backend integration requires no client-side scripts and delivers the same accurate results without the interference of adblockers
- Extensive API
- Fully-fledged access management
- Comprehensive filtering by any metric including event metadata
- Open-source
- Simple to understand interface
- You own your data
- Provacy-friendly
- Lightweight script (2kb)
- 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
- Visitors are only recognized for up to 24 hours to comply with the privacy policy
- Heatmaps and session recordings are not available
- Not a great amount of features
- 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
- FullstoryFreeFree
- BusinessOn req.
- AdvancedOn req.
- EnterpriseOn req.
Free trial period
Free plan
30 days
14 days
Free plan
Account Management
Trackable Items
100
Unlimited
Unlimited
User Seats
Unlimited
Unlimited
Unlimited for all plans
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)
- 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
Realtime
Realtime
Data Retention
Customizable up to 14 months
Unlimited
Unlimited
12 months on FullstoryFree, paid plans not published
Data Sampling
Explorations might use sampled data
Umami does not sample data
Data Import
Import cost, offline or user/client ID data
Import from Plausible, Fathom or Google Analytics
Browser and Server APIs, Segment and Tealium integrations
Data Export
With sheets, BigQuery or API
via API or CSV
via API as JSON file
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- PECR
- GDPR
- CCPA
- HIPAA
- GDPR
- CCPA
Cookieless
Google Analytics relies on first-party cookies.
Pirsch Analytics does not use cookies
Umami Analytics does not use cookies
Capture needs the first-party fs_uid cookie
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
for Business & Enterprise plans
Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise
Email Reports
Recurring shared reporting
Daily, Weekly, Bi-weekly, Monthly
Reporting
Trend Reporting
Metric trends
Device Reporting
Device type, browser, OS and more
Device type, OS, Browser, Browser version, Screen size
Device breakdown
Funnel Reporting
Customisable funnel exploration
Analyze Funnels
Funnels and conversions
User Flow Reporting
Flexible Sankey chart exploration
Entry and exit pages
User journey analysis
Journey maps, page flows
Segmentation
Segment creation and overlap exploration
Extensive filtering by any metric
Simple filters like browser, OS, and country
User segments
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Advanced and Enterprise
Attribution Reporting
Attribution models comparison
UTM & channel attribution
Ecommerce Reporting
Extensive e-commerce reports
Possible with custom events and goals
Revenue tracking
Order Completed and Product Purchased events
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Click and scroll maps
Session Recordings
GA4 does not offer recordings
Session replays
Session replay, included in FullstoryFree
A/B Testing
Tag-based A/B testing and segmentation
A/B experiments in Guides and Surveys add-on; Optimizely integration
User Feedback
Guides and Surveys add-on
Customizability
Custom Properties
25 user-scoped & 50 event-scoped dimensions
As part of custom events
Custom event and user properties
Custom Metrics
50 event-scoped metrics
Custom calculations
Custom Reports
All reports are customisable
Dashboards, paid plans
Custom Events
25 parameters per event
With additional metadata fields (key-value pairs).
Track everything from clicks to form submit
Annotations
Notes feature added in 2024
Support
Support description
Support is available via chat and the support center.
Email support, public Discord server
The support options of Umami Analytics consist of a knowledge base, an online community and you can contact them via e-mail.
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 4Pirsch AnalyticsFullstory