Compare
Compare Analytics Tools
Google Analytics 4
Free plan
No feature only Google Analytics 4 has.
Matomo Analytics
Free plan
Only Matomo Analytics has:
- Data Sampling
- Cookieless
Amplitude
Free plan
No feature only Amplitude has.
Pendo
No feature only Pendo has.
Google Analytics 4
Matomo Analytics
Amplitude
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 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.
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.
Pendo is a product-analytics app that helps software companies develop products that resonate with customers.
Pros
- GA4 is free to use
- Many functionalities
- The reports are customisable
- Large community
- Extensive documentation
- GA4 is easily scalable
- Data display
- Flexible data visualisation
- Engagement reporting
- Privacy oriented
- Simple & Intuïtive
- User segmentation
- Data visualisations
- Feature Analytics
Cons
- Steep learning curve
- Implementation can be hard
- Inaccurate data sampling
- UI is not easy to use
- Integrations
- Branding method
- Dashboard customisation
- Limited free plan
- User support access
- Pricing transparency
Pricing information
Starting Price
- StandardFree
- GA4 360$50k+ per year
- On-PremiseFree
- Cloud€19+ p/m
- StarterFree
- Growth$49+ p/m
- EnterpriseOn req.
Free trial period
Free plan
21 days
Free plan
Free plan
Account Management
Trackable Items
100
30
Unlimited
Unlimited in Portfolio plan
User Seats
Unlimited
Unlimited
Unlimited for all plans
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)
- United States
- 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
Pendo
Data Freshness
4-8 hours (most reports), up to 24-48 hours
15 minutes or more
Realtime
Hourly updates
Data Retention
Customizable up to 14 months
Unlimited and customizable
Unlimited
84 months
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 SDK, API, GCS, AWS & more
Import historical data by CSV
Data Export
With sheets, BigQuery or API
to CSV, XML, Json or Looker Studio or via HTTP API
To GCS, BigQuery, Redshift & more
Export feedback & reports by CSV or pull data to BI tool
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- ePrivacy
- CCPA
- ePrivacy
Cookieless
Google Analytics relies on first-party cookies.
Matomo offers cookieless tracking.
Amplitude relies on first-party cookies.
Pendo uses first-party cookies
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Receive alerts from every report by email or SMS
Guide, Page & Feature alerts
Email Reports
Recurring shared reporting
Detailed daily, weekly and monthly reports
Subscribe to dashboard for daily reports
Recieve reports in weekly emails
Reporting
Trend Reporting
Device Reporting
Device type, browser, OS and more
Funnel Reporting
Customisable funnel exploration
Basic funnel reporting
Flexible funnels to analyse conversion, time to convert & more
User Flow Reporting
Flexible Sankey chart exploration
With flexible Sankey chart
Standard & reverse Sankey charts
Segmentation
Segment creation and overlap exploration
Based on visit, interaction, campaign, ecommerce, demographics & device
Cohort Reports
Cohort exploration
Analyse and segment by cohort
Retention Reporting
Combined with CLTV metrics
Retention Analysis and Lifecycle charts
See Cohort analysis
Attribution Reporting
Attribution models comparison
Model comparison report
Ecommerce Reporting
Extensive e-commerce reports
Elaborate Ecommerce 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
Session Replay
A/B Testing
A/B Testing Platform (premium feature)
A/B testing & feature flagging with Amplitude Experiment
User Feedback
Guides and Surveys
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
20 custom formulas to create the metric you need
Custom Reports
All reports are customisable
Flexible report design
Change the widgets of a report
Custom Events
25 parameters per event
Create a custom event from existing events
Annotations
Notes feature added in 2024
On any graph or via API
Support
Support description
Support is available via chat and the support center.
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.
The support of Amplitude consists of a ticketing system, an extensive knowledge base, a community and email support depending on your plan.
The Pendo support consists of a phone helpdesk, a live chat function, an extensive knowledge base and a community.
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 4Matomo AnalyticsAmplitude