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Rating

4.5/5

4/5

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.

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.

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

Interface is easy to understand
Great support options
Reporting is in realtime
Good community

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

Event setup requires tech skills
Contains hard to discover features
Has a steep learning curve

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

Free	Free
Enterprise	On req.

FullstoryFree	Free
Business	On req.
Advanced	On req.
Enterprise	On req.

Free trial period

Free plan

Account Management

Trackable Items

100

User Seats

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

Data Processing

Data Center Locations

European Economic Area (EEA)
United Kingdom
United States

European Economic Area (EEA)
United States

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

Mixpanel

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

Data Import

Import cost, offline or user/client ID data

Via one-off script or Ingestion API

Browser and Server APIs, Segment and Tealium integrations

Data Export

With sheets, BigQuery or API

Via raw data export API

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.

Mixpanel relies on first-party cookies

Capture needs the first-party fs_uid cookie

Alerts & Automation

Custom Alerts

Custom insights, in interface or via email

Hourly, daily, or weekly base on event threshold

Metric, segment and opportunity alerts by email, in-app, Slack, Teams; Advanced and Enterprise

Email Reports

Recurring shared reporting

Same as custom alerts

Reporting

Trend Reporting

Metric trends

Device Reporting

Device type, browser, OS and more

Device breakdown

Funnel Reporting

Customisable funnel exploration

Funnel trend, time to convert & frequency visualisations

Funnels and conversions

User Flow Reporting

Flexible Sankey chart exploration

Sankey chart with selected, immediate & drop off events

Journey maps, page flows

Segmentation

Segment creation and overlap exploration

Automatically find interesting segments & receive per email

User segments

Cohort Reports

Cohort exploration

User cohorts of users to filter reports

Retention Reporting

Combined with CLTV metrics

Retention curves, trends & user cohort buckets

Advanced and Enterprise

Attribution Reporting

Attribution models comparison

Simple UTM tracking with "first touch" attribution

Ecommerce Reporting

Extensive e-commerce reports

Option to track purchases but no special reporting

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

Experiments

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

Max 255 properties per event

Custom calculations

Custom Reports

All reports are customisable

Unlimited custom dahboards & reports

Dashboards, paid plans

Custom Events

25 parameters per event

Combine events into a custom event

Annotations

Notes feature added in 2024

Directly on the linechart in Insights

Support

Support description

Support is available via chat and the support center.

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 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