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Google Analytics 4

Free plan

Only Google Analytics 4 has:

  • Cohort Reports
  • Annotations

Plausible Analytics

From $9 p/m

No feature only Plausible Analytics has.

Lead Forensics

On request

No feature only Lead Forensics has.

Fullstory

Free plan

Only Fullstory has:

  • Heatmaps
  • Session Recordings
  • A/B Testing
  • User Feedback
Google Analytics 4
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Plausible Analytics
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Lead Forensics
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Fullstory
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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.
Lightweight and open source web analytics. No cookies and fully compliant with GDPR, CCPA and PECR. Made and hosted in the EU, on European cloud infrastructure.
B2B website visitor identification in real-time. Uncover your anonymous B2B website visitors and fuel your business growth.
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
  • Open-source
  • Cookieless
  • EU cloud infrastructure
  • Great for B2B leadgen
  • Company insights
  • Simple implementation
  • The world's largest B2B IP address database
  • Ability to tag users
  • 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
  • Limited features
  • No audience reporting features
  • Limited features
  • Cluttered interface
  • Crashes sometimes
  • 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
  • 10k page views$9 p/m
  • 100k page views$19 p/m
  • 200k page views$29 p/m
  • 500k page views$49 p/m
  • 1M page views$69 p/m
  • 2M page views$89 p/m
  • 5M page views$129 p/m
  • 10M page views$169 p/m
  • EnterpriseOn req.
  • EssentialsOn req.
  • AutomateOn req.
  • FullstoryFreeFree
  • BusinessOn req.
  • AdvancedOn req.
  • EnterpriseOn req.
Free trial period
Free plan
30 days
7 days
Free plan

Account Management

Trackable Items
100
1-10+ depending on plan
Unlimited
User Seats
Unlimited
1-10+ depending on plan
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 Kingdom
  • 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
Lead Forensics
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
Realtime
Data Retention
Customizable up to 14 months
3-5+ years depending on plan
3 months
12 months on FullstoryFree, paid plans not published
Data Sampling
Explorations might use sampled data
Limited data sampling in reports with over 20M pageviews
Data Import
Import cost, offline or user/client ID data
e.g. import GA data
by means of an API
Browser and Server APIs, Segment and Tealium integrations
Data Export
With sheets, BigQuery or API
Export your data to CSV
by means of an API
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
  • GDPR
  • CCPA
  • GDPR
  • CCPA
  • PECR
  • GDPR
  • CCPA
  • GDPR
  • CCPA
Cookieless
Google Analytics relies on first-party cookies.
Plausible is cookieless by default.
The basic tracking code sets no cookie; an optional first-party cookie (lfuuid) can be enabled.
Capture needs the first-party fs_uid cookie

Alerts & Automation

Custom Alerts
Custom insights, in interface or via email
Traffic spike notifications through Slack or email
Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise
Email Reports
Recurring shared reporting
Weekly or monthly email reporting

Reporting

Trend Reporting
Metric trends
Device Reporting
Device type, browser, OS and more
Device type, browser & OS
Device breakdown
Funnel Reporting
Customisable funnel exploration
Funnels and conversions
User Flow Reporting
Flexible Sankey chart exploration
Basic reporting by looking at Entry & Exit pages
Journey maps, page flows
Segmentation
Segment creation and overlap exploration
Use filters to segment your audience
User segments
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Advanced and Enterprise
Attribution Reporting
Attribution models comparison
Ecommerce Reporting
Extensive e-commerce reports
Ecommerce 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 replay, included in FullstoryFree
A/B Testing
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 Properties (Business plan and above)
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
By means of adding CSS classes
also called triggers
Annotations
Notes feature added in 2024

Support

Support description
Support is available via chat and the support center.
Plausible offers extensive documentation which is the first place to find answers. Still haven't found what you're looking for? Contact their email support for knowledgable support.
Lead Forensics support options consist of country-specific phone numbers nu and a form on the website to contact sales or support.
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
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
Google Analytics 4
Visit ↗
Plausible Analytics
Visit ↗
Lead Forensics
Visit ↗
Fullstory
Visit ↗

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