Compare
Compare Analytics Tools
Google Analytics 4
Free plan
Only Google Analytics 4 has:
- Cohort Reports
Amplitude
Free plan
No feature only Amplitude has.
Plausible Analytics
From $9 p/m
Only Plausible Analytics has:
- Cookieless
Fullstory
Free plan
No feature only Fullstory has.
Google Analytics 4
Amplitude
Plausible Analytics
FullstorySummary
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.
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.
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
- Lightweight
- Open-source
- Cookieless
- EU cloud infrastructure
- 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 features
- No audience reporting 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
- StandardFree
- GA4 360$50k+ per year
- StarterFree
- Growth$49+ p/m
- EnterpriseOn req.
- 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.
- FullstoryFreeFree
- BusinessOn req.
- AdvancedOn req.
- EnterpriseOn req.
Free trial period
Free plan
Free plan
30 days
Free plan
Account Management
Trackable Items
100
Unlimited
1-10+ depending on plan
User Seats
Unlimited
Unlimited for all plans
1-10+ depending on plan
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
You
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
Realtime
Data Retention
Customizable up to 14 months
Unlimited
3-5+ years depending on plan
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
Via SDK, API, GCS, AWS & more
e.g. import GA data
Browser and Server APIs, Segment and Tealium integrations
Data Export
With sheets, BigQuery or API
To GCS, BigQuery, Redshift & more
Export your data to CSV
Anywhere Warehouse (hourly sync to BigQuery, Redshift, Snowflake), add-on
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- PECR
- GDPR
- CCPA
Cookieless
Google Analytics relies on first-party cookies.
Amplitude relies on first-party cookies.
Plausible is cookieless by default.
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
Subscribe to dashboard for daily reports
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
Flexible funnels to analyse conversion, time to convert & more
Funnels and conversions
User Flow Reporting
Flexible Sankey chart exploration
Standard & reverse Sankey charts
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
Retention Analysis and Lifecycle charts
Advanced and Enterprise
Attribution Reporting
Attribution models comparison
Ecommerce Reporting
Extensive e-commerce reports
Elaborate Ecommerce reporting
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
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 Properties (Business plan and above)
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
By means of adding CSS classes
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.
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.
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
Google Analytics 4AmplitudePlausible AnalyticsFullstory