Compare
Compare Analytics Tools
Rating
4.5/5
4/5
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.
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.
Enterprise-level web analytics. Adobe Analytics lets you mix, match, and analyze data from any digital point in the customer journey.
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
- Interface is easy to understand
- Great support options
- Reporting is in realtime
- Good community
- Great segmentation
- Good video tracking
- Customizable
- Easy report creation
- 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
- Event setup requires tech skills
- Contains hard to discover features
- Has a steep learning curve
- Pricing can be quite steep
- Tech support can be improved
- Can be difficult to implement
- Can be challenging to get educated
- 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 |
| Free | Free |
| Enterprise | On req. |
| Select | On req. |
| Prime | On req. |
| Ultimate | On req. |
| FullstoryFree | Free |
| Business | On req. |
| Advanced | On req. |
| Enterprise | On req. |
Free trial period
Free plan
Free plan
Free plan
Free plan
Account Management
Trackable Items
100
1
Unlimited
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)
- 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
Google Analytics 4
Mixpanel
Adobe Analytics
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
2 hours
Data Retention
Customizable up to 14 months
Unlimited
25 months by default
12 months on FullstoryFree, paid plans not published
Data Sampling
Explorations might use sampled data
Some Audience Manager reports display results sampled data
Data Import
Import cost, offline or user/client ID data
Via one-off script or Ingestion API
Though data sources, API or data connectors
Browser and Server APIs, Segment and Tealium integrations
Data Export
With sheets, BigQuery or API
Via raw data export API
Through data feeds, a data warehouse or FTP and SFTP
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- HIPAA
- GDPR
- CCPA
- HIPAA
- PECR
- GDPR
- CCPA
Cookieless
Google Analytics relies on first-party cookies.
Mixpanel relies on first-party cookies
Adobe uses tracking cookies
Capture needs the first-party fs_uid cookie
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Hourly, daily, or weekly base on event threshold
Via e-mail or SMS
Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise
Email Reports
Recurring shared reporting
Same as custom alerts
Flexible scheduled reporting
Reporting
Trend Reporting
Metric trends
Device Reporting
Device type, browser, OS and more
Device types, OS, OS versions & mobile carriers
Device breakdown
Funnel Reporting
Customisable funnel exploration
Funnel trend, time to convert & frequency visualisations
Bar chart funnel report
Funnels and conversions
User Flow Reporting
Flexible Sankey chart exploration
Sankey chart with selected, immediate & drop off events
Fallout & Flow (Sankey chart) reports
Journey maps, page flows
Segmentation
Segment creation and overlap exploration
Automatically find interesting segments & receive per email
Advanced segments with Segment builder & Segment manager
User segments
Cohort Reports
Cohort exploration
User cohorts of users to filter reports
Churn, rolling & latency tables
Retention Reporting
Combined with CLTV metrics
Retention curves, trends & user cohort buckets
Retention cohort report
Advanced and Enterprise
Attribution Reporting
Attribution models comparison
Simple UTM tracking with "first touch" attribution
Apply to metrics, breakdowns or compare models
Ecommerce Reporting
Extensive e-commerce reports
Option to track purchases but no special reporting
Very flexible ecommerce reporting
Order Completed and Product Purchased events
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Called activity map
Click and scroll maps
Session Recordings
GA4 does not offer recordings
Session replay, included in FullstoryFree
A/B Testing
Experiments
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
Custom event and user properties
Custom Metrics
50 event-scoped metrics
Max 255 properties per event
Unlimited calculated metrics
Custom calculations
Custom Reports
All reports are customisable
Unlimited custom dahboards & reports
Reports in Analysis workspace are customisable
Dashboards, paid plans
Custom Events
25 parameters per event
Combine events into a custom event
Up to 1.000 success events
Annotations
Notes feature added in 2024
Directly on the linechart in Insights
Available in Workspace
Support
Support description
Support is available via chat and the support center.
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.
The support of Adobe Analytics consists of an expansive knowledge base and an online community. Phone and chat options exist for certain user types. Besides that, they offer many training options and tutorials.
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