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Compare Analytics Tools
Rating
5/5
4/5
Summary
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.
Give your teams a self-service digital analytics platform to understand your users, drive conversions, and increase engagement, growth and revenue. Ideal for product or gowth teams.
Powerful, self-serve product analytics to help you convert, engage, and retain more users. Build funnels, see top user flows, create cohorts, and more with just a few clicks.
Fullstory is a digital experience analytics platform that combines session replay, product analytics and AI-generated insights, with a permanent free plan.
Pros
- Data display
- Flexible data visualisation
- Engagement reporting
- Privacy oriented
- Simple & Intuïtive
- User segmentation
- Data visualisations
- Feature Analytics
- Interface is easy to understand
- Great support options
- Reporting is in realtime
- Good community
- 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
- Integrations
- Branding method
- Dashboard customisation
- Limited free plan
- User support access
- Pricing transparency
- Event setup requires tech skills
- Contains hard to discover features
- Has a steep learning curve
- 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
| On-Premise | Free |
| Cloud | €19+ p/m |
| Starter | Free |
| Growth | $49+ p/m |
| Enterprise | On req. |
| Free | Free |
| Enterprise | On req. |
| FullstoryFree | Free |
| Business | On req. |
| Advanced | On req. |
| Enterprise | On req. |
Free trial period
21 days
Free plan
Free plan
Free plan
Account Management
Trackable Items
30
Unlimited
1
User Seats
Unlimited
Unlimited for all plans
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)
- European Economic Area (EEA)
- United States
- 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
You
You
Mixpanel
You
Data Freshness
15 minutes or more
Realtime
Realtime
Data Retention
Unlimited and customizable
Unlimited
Unlimited
12 months on FullstoryFree, paid plans not published
Data Sampling
Matomo doesn’t use data sampling
Data Import
Import Google Analytics data, search keywords & server logs
Via SDK, API, GCS, AWS & more
Via one-off script or Ingestion API
Browser and Server APIs, Segment and Tealium integrations
Data Export
to CSV, XML, Json or Looker Studio or via HTTP API
To GCS, BigQuery, Redshift & more
Via raw data export API
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- HIPAA
- GDPR
- CCPA
Cookieless
Matomo offers cookieless tracking.
Amplitude relies on first-party cookies.
Mixpanel relies on first-party cookies
Capture needs the first-party fs_uid cookie
Alerts & Automation
Custom Alerts
Receive alerts from every report by email or SMS
Hourly, daily, or weekly base on event threshold
Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise
Email Reports
Detailed daily, weekly and monthly reports
Subscribe to dashboard for daily reports
Same as custom alerts
Reporting
Trend Reporting
Metric trends
Device Reporting
Device breakdown
Funnel Reporting
Basic funnel reporting
Flexible funnels to analyse conversion, time to convert & more
Funnel trend, time to convert & frequency visualisations
Funnels and conversions
User Flow Reporting
With flexible Sankey chart
Standard & reverse Sankey charts
Sankey chart with selected, immediate & drop off events
Journey maps, page flows
Segmentation
Based on visit, interaction, campaign, ecommerce, demographics & device
Automatically find interesting segments & receive per email
User segments
Cohort Reports
Analyse and segment by cohort
User cohorts of users to filter reports
Retention Reporting
Retention Analysis and Lifecycle charts
Retention curves, trends & user cohort buckets
Advanced and Enterprise
Attribution Reporting
Model comparison report
Simple UTM tracking with "first touch" attribution
Ecommerce Reporting
Elaborate Ecommerce reporting
Option to track purchases but no special reporting
Order Completed and Product Purchased events
User Experience Features
Heatmaps
Filter specific pages or hide elements on the page
Click and scroll maps
Session Recordings
Record specific pages or only after activity or duration
Session Replay
Session replay, included in FullstoryFree
A/B Testing
A/B Testing Platform (premium feature)
A/B testing & feature flagging with Amplitude Experiment
Experiments
A/B experiments in Guides and Surveys add-on; Optimizely integration
User Feedback
Guides and Surveys
Guides and Surveys add-on
Customizability
Custom Properties
5-15 for each scope and can't delete them
Custom event and user properties
Custom Metrics
20 custom formulas to create the metric you need
Max 255 properties per event
Custom calculations
Custom Reports
Flexible report design
Unlimited custom dahboards & reports
Dashboards, paid plans
Custom Events
Create a custom event from existing events
Combine events into a custom event
Annotations
On any graph or via API
Directly on the linechart in Insights
Support
Support description
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.
The support of Amplitude consists of a ticketing system, an extensive knowledge base, a community and email support depending on your plan.
Mixpanel offer extensive documentation and knowledgable support through a ticketing system. They have a support email address but regular support requests are directed to the ticketing system. Join their Slack group for community access.
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