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Compare Analytics Tools
Rating
4.5/5
Summary
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.
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.
A simple but powerful real-time web analytics tool that helps you track, analyse and understand your visitors. It features click fraud detection and session playback.
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
- Simple & Intuïtive
- User segmentation
- Data visualisations
- Feature Analytics
- Easy to use
- Google Ads integration
- Great session playback
- Click fraud detection
- Visitor alerts
- 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
- Dashboard customisation
- Limited free plan
- User support access
- Pricing transparency
- Limited free plan
- 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
| Standard | Free |
| GA4 360 | $50k+ per year |
| Starter | Free |
| Growth | $49+ p/m |
| Enterprise | On req. |
| Free | Free |
| 100k Page Views | €9+ p/m |
| 250k Page Views | €19+ p/m |
| FullstoryFree | Free |
| Business | On req. |
| Advanced | On req. |
| Enterprise | On req. |
Free trial period
Free plan
Free plan
30 days
Free plan
Account Management
Trackable Items
100
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)
- United Kingdom
- United States
- 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
Google Analytics 4
You
Statcounter
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
Data Import
Import cost, offline or user/client ID data
Via SDK, API, GCS, AWS & more
Import Google keyword data
Browser and Server APIs, Segment and Tealium integrations
Data Export
With sheets, BigQuery or API
To GCS, BigQuery, Redshift & more
To a spreadsheet or other third party software.
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- GDPR
- GDPR
- CCPA
Cookieless
Google Analytics relies on first-party cookies.
Amplitude relies on first-party cookies.
Statcounter uses cookies
Capture needs the first-party fs_uid cookie
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Important visitor alerts
Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise
Email Reports
Recurring shared reporting
Subscribe to dashboard for daily reports
Detailed, mobile-friendly reports
Reporting
Trend Reporting
Metric trends
Device Reporting
Device type, browser, OS and more
Device type, browser, OS & screen resolution
Device breakdown
Funnel Reporting
Customisable funnel exploration
Flexible funnels to analyse conversion, time to convert & more
Funnels and conversions
User Flow Reporting
Flexible Sankey chart exploration
Standard & reverse Sankey charts
Simple ordered list of pages visited
Journey maps, page flows
Segmentation
Segment creation and overlap exploration
User segments
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Retention Analysis and Lifecycle charts
Advanced and Enterprise
Attribution Reporting
Attribution models comparison
Simple referral & UTM sources
Ecommerce Reporting
Extensive e-commerce reports
Elaborate Ecommerce reporting
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 Replay
Recordings with many filtering options
Session replay, included in FullstoryFree
A/B Testing
A/B testing & feature flagging with Amplitude Experiment
A/B experiments in Guides and Surveys add-on; Optimizely integration
User Feedback
Guides and Surveys
Guides and Surveys add-on
Customizability
Custom Properties
25 user-scoped & 50 event-scoped dimensions
Custom event and user properties
Custom Metrics
50 event-scoped metrics
20 custom formulas to create the metric you need
Custom calculations
Custom Reports
All reports are customisable
Dashboards, paid plans
Custom Events
25 parameters per event
Create a custom event from existing events
Max 5 custom tags + values per page
Annotations
Notes feature added in 2024
Support
Support description
Support is available via chat and the support center.
The support of Amplitude consists of a ticketing system, an extensive knowledge base, a community and email support depending on your plan.
Statcounter offers various support options like phone, email, live chat, and an extensive knowledge base.
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