Compare
Compare Analytics Tools
Google Analytics 4
Free plan
Has, and not every other tool does:
- Custom Alerts
- Email Reports
- Trend Reporting
- Device Reporting
- Funnel Reporting
- User Flow Reporting
- Segmentation
- Cohort Reports
- Retention Reporting
- Ecommerce Reporting
- Custom Properties
- Custom Metrics
- Custom Reports
- Annotations
Leadfeeder
Free plan
No features the others lack.
Matomo Analytics
Free plan
Has, and not every other tool does:
- Data Sampling
- Cookieless
- Custom Alerts
- Email Reports
- Trend Reporting
- Device Reporting
- Funnel Reporting
- User Flow Reporting
- Segmentation
- Cohort Reports
- Retention Reporting
- Ecommerce Reporting
- Heatmaps
- Session Recordings
- A/B Testing
- Custom Properties
- Custom Metrics
- Custom Reports
- Annotations
Mixpanel
Free plan
Has, and not every other tool does:
- Custom Alerts
- Email Reports
- Trend Reporting
- Device Reporting
- Funnel Reporting
- User Flow Reporting
- Segmentation
- Cohort Reports
- Retention Reporting
- Heatmaps
- A/B Testing
- Custom Properties
- Custom Metrics
- Custom Reports
- Annotations
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.
A B2B leadgeneration tool. Turn pageviews into pipeline. Identify the companies already visiting your website and convert them into high-value leads.
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.
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.
Pros
- GA4 is free to use
- Many functionalities
- The reports are customisable
- Large community
- Extensive documentation
- GA4 is easily scalable
- Company insights
- Easy setup
- CRM integration
- Great for leadgen
- Data display
- Flexible data visualisation
- Engagement reporting
- Privacy oriented
- Interface is easy to understand
- Great support options
- Reporting is in realtime
- Good community
Cons
- Steep learning curve
- Implementation can be hard
- Inaccurate data sampling
- UI is not easy to use
- Specific use-case
- Limited data retention
- Limited features
- Integrations
- Branding method
- Event setup requires tech skills
- Contains hard to discover features
- Has a steep learning curve
Pricing information
Starting Price
- StandardFree
- GA4 360$50k+ per year
- LiteFree
- Discover€79+ p/m (billed annually)
- Activate€369+ p/m (billed annually)
- Scale€599+ p/m (billed annually)
- EnterpriseOn req.
- On-PremiseFree
- Cloud€19+ p/m
- FreeFree
- EnterpriseOn req.
Free trial period
Free plan
14 days
21 days
Free plan
Account Management
Trackable Items
100
Unlimited
30
1
User Seats
Unlimited
Unlimited
Unlimited
Unlimited
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)
- 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
Leadfeeder
You
Mixpanel
Data Freshness
4-8 hours (most reports), up to 24-48 hours
1 hour
15 minutes or more
Realtime
Data Retention
Customizable up to 14 months
Unlimited on paid plans, 7 days on Free
Unlimited and customizable
Unlimited
Data Sampling
Explorations might use sampled data
Matomo doesn’t use data sampling
Data Import
Import cost, offline or user/client ID data
Import Google Analytics data, search keywords & server logs
Via one-off script or Ingestion API
Data Export
With sheets, BigQuery or API
Included on Scale, otherwise uses credits
to CSV, XML, Json or Looker Studio or via HTTP API
Via raw data export API
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- HIPAA
Cookieless
Google Analytics relies on first-party cookies.
Sets first-party cookies _lfa (1 year) and _lfa_consent.
Matomo offers cookieless tracking.
Mixpanel relies on first-party cookies
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Receive alerts from every report by email or SMS
Hourly, daily, or weekly base on event threshold
Email Reports
Recurring shared reporting
Detailed daily, weekly and monthly reports
Same as custom alerts
Reporting
Trend Reporting
Device Reporting
Device type, browser, OS and more
Funnel Reporting
Customisable funnel exploration
Basic funnel reporting
Funnel trend, time to convert & frequency visualisations
User Flow Reporting
Flexible Sankey chart exploration
With flexible Sankey chart
Sankey chart with selected, immediate & drop off events
Segmentation
Segment creation and overlap exploration
Based on visit, interaction, campaign, ecommerce, demographics & device
Automatically find interesting segments & receive per email
Cohort Reports
Cohort exploration
Analyse and segment by cohort
User cohorts of users to filter reports
Retention Reporting
Combined with CLTV metrics
Retention curves, trends & user cohort buckets
Attribution Reporting
Attribution models comparison
Model comparison report
Simple UTM tracking with "first touch" attribution
Ecommerce Reporting
Extensive e-commerce reports
Option to track purchases but no special reporting
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Filter specific pages or hide elements on the page
Session Recordings
GA4 does not offer recordings
Record specific pages or only after activity or duration
A/B Testing
A/B Testing Platform (premium feature)
Experiments
User Feedback
Customizability
Custom Properties
25 user-scoped & 50 event-scoped dimensions
5-15 for each scope and can't delete them
Custom Metrics
50 event-scoped metrics
Max 255 properties per event
Custom Reports
All reports are customisable
Flexible report design
Unlimited custom dahboards & reports
Custom Events
25 parameters per event
Combine events into a custom event
Annotations
Notes feature added in 2024
On any graph or via API
Directly on the linechart in Insights
Support
Support description
Support is available via chat and the support center.
You can contact support either by live chat (9AM - 11PM EET) and email from Monday to Friday. Support is knowledgable and responsive through chat. Email can take longer and responses can be from different support staff.
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.
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.
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