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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.
Hotjar provides Product Experience Insights about your website that show how users behave and what they feel strongly about, so product teams can deliver real value to them.
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
- Data display
- Flexible data visualisation
- Engagement reporting
- Privacy oriented
- Comes with great heatmaps
- Includes session recordings
- Good polling function
- Hotjar features exit surveys
- 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
- Integrations
- Branding method
- Hotjar is not available for mobile
- Steep pricing for large organisations
- Hard to exclude URLs from reports
- 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
| On-Premise | Free |
| Cloud | €19+ p/m |
| Basic | Free |
| Plus | $49+ p/m |
| Business | On req. |
| Scale | On req. |
| FullstoryFree | Free |
| Business | On req. |
| Advanced | On req. |
| Enterprise | On req. |
Free trial period
21 days
Free plan
14 days
Free plan
Account Management
Trackable Items
30
Unlimited
Unlimited
User Seats
Unlimited
1
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)
- European Economic Area (EEA)
- United States
- 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
You
Hotjar
You
You
Data Freshness
15 minutes or more
30 minutes
Realtime
Data Retention
Unlimited and customizable
12 months
Unlimited
12 months on FullstoryFree, paid plans not published
Data Sampling
Matomo doesn’t use data sampling
Umami does not sample data
Data Import
Import Google Analytics data, search keywords & server logs
Send user data to Hotjar to enhance analysis
Browser and Server APIs, Segment and Tealium integrations
Data Export
to CSV, XML, Json or Looker Studio or via HTTP API
Export recording meta data
via API as JSON file
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- GDPR
- CCPA
- HIPAA
- GDPR
- CCPA
Cookieless
Matomo offers cookieless tracking.
Hotjar relies on first-party cookies.
Umami Analytics does not use cookies
Capture needs the first-party fs_uid cookie
Alerts & Automation
Custom Alerts
Receive alerts from every report by email or SMS
in the interface, via e-mail or Slack
for Business & Enterprise plans
Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise
Email Reports
Detailed daily, weekly and monthly reports
e.g. daily survey responses reports
Reporting
Trend Reporting
Metric trends
Device Reporting
See on which device the user was
Device breakdown
Funnel Reporting
Basic funnel reporting
Discover why users drop off
Funnels and conversions
User Flow Reporting
With flexible Sankey chart
User journey analysis
Journey maps, page flows
Segmentation
Based on visit, interaction, campaign, ecommerce, demographics & device
Create custom filters for recordings
Simple filters like browser, OS, and country
User segments
Cohort Reports
Analyse and segment by cohort
Retention Reporting
Advanced and Enterprise
Attribution Reporting
Model comparison report
UTM & channel attribution
Ecommerce Reporting
Revenue tracking
Order Completed and Product Purchased events
User Experience Features
Heatmaps
Filter specific pages or hide elements on the page
Unlimited
Click and scroll maps
Session Recordings
Record specific pages or only after activity or duration
Record all interaction with your site
Session replays
Session replay, included in FullstoryFree
A/B Testing
A/B Testing Platform (premium feature)
No A/B testing tool only integrations
A/B experiments in Guides and Surveys add-on; Optimizely integration
User Feedback
Place NPS ratings or a survey pop-up on every page
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
Custom calculations
Custom Reports
Flexible report design
Dashboards, paid plans
Custom Events
Track and filter sessions & heatmaps
Track everything from clicks to form submit
Annotations
On any graph or via API
Hotjar does not have annotations
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.
Hotjar offers extensive documentation and a ticketing support system. Most requests are answered within 1-2 business days, but often faster.
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