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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.
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
- GA4 is free to use
- Many functionalities
- The reports are customisable
- Large community
- Extensive documentation
- GA4 is easily scalable
- 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
- Steep learning curve
- Implementation can be hard
- Inaccurate data sampling
- UI is not easy to use
- 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
| Standard | Free |
| GA4 360 | $50k+ per year |
| FullstoryFree | Free |
| Business | On req. |
| Advanced | On req. |
| Enterprise | On req. |
Free trial period
Free plan
14 days
Free plan
Account Management
Trackable Items
100
Unlimited
User Seats
Unlimited
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
Data Processing
Data Center Locations
- European Economic Area (EEA)
- United Kingdom
- 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
Data Ownership
Google Analytics 4
You
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
Data Retention
Customizable up to 14 months
Unlimited
12 months on FullstoryFree, paid plans not published
Data Sampling
Explorations might use sampled data
Umami does not sample data
Data Import
Import cost, offline or user/client ID data
Browser and Server APIs, Segment and Tealium integrations
Data Export
With sheets, BigQuery or API
via API as JSON file
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- HIPAA
- GDPR
- CCPA
Cookieless
Google Analytics relies on first-party cookies.
Umami Analytics does not use cookies
Capture needs the first-party fs_uid cookie
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
for Business & Enterprise plans
Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise
Email Reports
Recurring shared reporting
Reporting
Trend Reporting
Metric trends
Device Reporting
Device type, browser, OS and more
Device breakdown
Funnel Reporting
Customisable funnel exploration
Funnels and conversions
User Flow Reporting
Flexible Sankey chart exploration
User journey analysis
Journey maps, page flows
Segmentation
Segment creation and overlap exploration
Simple filters like browser, OS, and country
User segments
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Advanced and Enterprise
Attribution Reporting
Attribution models comparison
UTM & channel attribution
Ecommerce Reporting
Extensive e-commerce reports
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 replays
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 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
Track everything from clicks to form submit
Annotations
Notes feature added in 2024
Support
Support description
Support is available via chat and the support center.
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
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