Compare
Compare Analytics Tools
Rating
4.5/5
5/5
5/5
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.
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.
Privacy-focused website analytics without compromise. Fathom doesn’t compromise visitor privacy for data. It made website analytics easy to use and respectful of privacy laws.
Enterprise-level web analytics. Adobe Analytics lets you mix, match, and analyze data from any digital point in the customer journey.
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
- Privacy friendly
- Easy to use
- Customer support
- Ad-blocker bypassing
- Great segmentation
- Good video tracking
- Customizable
- Easy report creation
Cons
- Steep learning curve
- Implementation can be hard
- Inaccurate data sampling
- UI is not easy to use
- Integrations
- Branding method
- No data import
- Short free trial
- Limited features
- Pricing can be quite steep
- Tech support can be improved
- Can be difficult to implement
- Can be challenging to get educated
Pricing information
Starting Price
| Standard | Free |
| GA4 360 | $50k+ per year |
| On-Premise | Free |
| Cloud | €19+ p/m |
| 100k page views | $15 p/m |
| 200k page views | $25 p/m |
| 500k page views | $45 p/m |
| 1 Million page views | $60 p/m |
| 2 Million page views | $100 p/m |
| Select | On req. |
| Prime | On req. |
| Ultimate | On req. |
Free trial period
Free plan
21 days
30 days
Free plan
Account Management
Trackable Items
100
30
50
Unlimited
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)
- 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
- Public Cloud
- Private Cloud
- On-Premise
Data Ownership
Google Analytics 4
You
You
Adobe Analytics
Data Freshness
4-8 hours (most reports), up to 24-48 hours
15 minutes or more
Realtime
2 hours
Data Retention
Customizable up to 14 months
Unlimited and customizable
Unlimited
25 months by default
Data Sampling
Explorations might use sampled data
Matomo doesn’t use data sampling
Some Audience Manager reports display results sampled data
Data Import
Import cost, offline or user/client ID data
Import Google Analytics data, search keywords & server logs
Google Analytics importer
Though data sources, API or data connectors
Data Export
With sheets, BigQuery or API
to CSV, XML, Json or Looker Studio or via HTTP API
One-click CSV export
Through data feeds, a data warehouse or FTP and SFTP
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- ePrivacy
- COPPA
- PECR
- GDPR
- CCPA
- HIPAA
- PECR
Cookieless
Google Analytics relies on first-party cookies.
Matomo offers cookieless tracking.
Fathom is cookieless by default.
Adobe uses tracking cookies
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Receive alerts from every report by email or SMS
Via e-mail or SMS
Email Reports
Recurring shared reporting
Detailed daily, weekly and monthly reports
Weekly or monthly reporting
Flexible scheduled reporting
Reporting
Trend Reporting
Device Reporting
Device type, browser, OS and more
Device type, browser & OS
Device types, OS, OS versions & mobile carriers
Funnel Reporting
Customisable funnel exploration
Basic funnel reporting
Bar chart funnel report
User Flow Reporting
Flexible Sankey chart exploration
With flexible Sankey chart
Fallout & Flow (Sankey chart) reports
Segmentation
Segment creation and overlap exploration
Based on visit, interaction, campaign, ecommerce, demographics & device
Instant filters on any data point
Advanced segments with Segment builder & Segment manager
Cohort Reports
Cohort exploration
Analyse and segment by cohort
Churn, rolling & latency tables
Retention Reporting
Combined with CLTV metrics
Retention cohort report
Attribution Reporting
Attribution models comparison
Model comparison report
Apply to metrics, breakdowns or compare models
Ecommerce Reporting
Extensive e-commerce reports
By means of custom events
Very flexible ecommerce reporting
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Filter specific pages or hide elements on the page
Called activity map
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)
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
Unlimited calculated metrics
Custom Reports
All reports are customisable
Flexible report design
Reports in Analysis workspace are customisable
Custom Events
25 parameters per event
Can include: name, ID & value
Up to 1.000 success events
Annotations
Notes feature added in 2024
On any graph or via API
Available in Workspace
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.
Fathom offers extensive support and video walk-throughs. For issues you can always contact their knowledgable email support.
The support of Adobe Analytics consists of an expansive knowledge base and an online community. Phone and chat options exist for certain user types. Besides that, they offer many training options and tutorials.
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