Compare
Compare Analytics Tools
Google Analytics 4
Free plan
Has, and not every other tool does:
- Data Import
- Custom Alerts
- Email Reports
- Funnel Reporting
- User Flow Reporting
- Cohort Reports
- Retention Reporting
- Ecommerce Reporting
- Custom Properties
- Custom Metrics
- Custom Reports
- Annotations
Heap
Free plan
Has, and not every other tool does:
- Data Import
- Custom Alerts
- Email Reports
- Funnel Reporting
- User Flow Reporting
- Cohort Reports
- Retention Reporting
- Ecommerce Reporting
- Session Recordings
- User Feedback
- Custom Properties
- Custom Metrics
Microsoft Clarity
Free plan
Has, and not every other tool does:
- Heatmaps
- Session Recordings
- Custom Properties
Umami
Has, and not every other tool does:
- Data Sampling
- Cookieless
- Custom Alerts
- Funnel Reporting
- User Flow Reporting
- Ecommerce Reporting
- Session Recordings
- Custom Reports
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.
The only digital insights platform that gives you complete understanding of your customers’ digital journeys, so you can quickly improve conversion, retention, and customer delight.
Clarity is a free, easy-to-use tool that captures how real people actually use your site. Setup is easy and you'll start getting data in minutes.
An open-source marketing analytics tool that respects data-privacy. With two hosting options, it is completely cookieless and it lets you own all your data.
Pros
- GA4 is free to use
- Many functionalities
- The reports are customisable
- Large community
- Extensive documentation
- GA4 is easily scalable
- It is easy to implement
- It has data science capabilities
- Reports are easy to build
- Interface is user-friendly
- It is free and easy to use
- Great heatmaps
- Unlimited session recordings
- No data sampling
- Open-source
- Simple to understand interface
- You own your data
- Provacy-friendly
- Lightweight script (2kb)
Cons
- Steep learning curve
- Implementation can be hard
- Inaccurate data sampling
- UI is not easy to use
- Tech support is quite basic
- Difficult to share dasboards
- Onboarding could be improved
- Limited reporting features
- Limited integrations
- Not a great amount of features
Pricing information
Starting Price
- StandardFree
- GA4 360$50k+ per year
- FreeFree
- GrowthOn req.
- ProOn req.
- PremierOn req.
- ClarityFree
Free trial period
Free plan
Free plan
Free plan
14 days
Account Management
Trackable Items
100
1
Unlimited
Unlimited
User Seats
Unlimited
Unlimited
Unlimited
Unlimited for all plans
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)
- United States
- European Economic Area (EEA)
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
Microsoft Clarity
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
Realtime
Realtime
Data Retention
Customizable up to 14 months
12 months
13 months
Unlimited
Data Sampling
Explorations might use sampled data
Umami does not sample data
Data Import
Import cost, offline or user/client ID data
Data Export
With sheets, BigQuery or API
Via CSV or API
via API as JSON file
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- HIPAA
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- HIPAA
Cookieless
Google Analytics relies on first-party cookies.
Heap relies on first-party cookies
Clarity uses first-party cookies
Umami Analytics does not use cookies
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Via Slack or email
for Business & Enterprise plans
Email Reports
Recurring shared reporting
Schedule regular emails for important charts
Reporting
Trend Reporting
Device Reporting
Device type, browser, OS and more
Device type, browser & OS widgets
Funnel Reporting
Customisable funnel exploration
With quantitative measurement of user friction & step suggestions
User Flow Reporting
Flexible Sankey chart exploration
Sankey chart with path comparison
User journey analysis
Segmentation
Segment creation and overlap exploration
Quickly identify patterns in user behavior
Simple filters like browser, OS, and country
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Attribution Reporting
Attribution models comparison
Track UTM parameters or initial referrer sources
Simple referral metrics
UTM & channel attribution
Ecommerce Reporting
Extensive e-commerce reports
Easy setup with eCommerce Activation Kit
Revenue tracking
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Click, scroll & area heatmaps
Session Recordings
GA4 does not offer recordings
Automatically filters relevant replays
Filter by actions, duration, pages & device
Session replays
A/B Testing
User Feedback
Track NPS score events in surveys
Customizability
Custom Properties
25 user-scoped & 50 event-scoped dimensions
Custom Metrics
50 event-scoped metrics
Custom Reports
All reports are customisable
Custom Events
25 parameters per event
Track everything from clicks to form submit
Annotations
Notes feature added in 2024
Support
Support description
Support is available via chat and the support center.
Heap offers extensive documentation and access to their in-depth collection of Heap University courses to get up and running. Need more help? Join the community or contact their knowledgable support staff through email.
Support is available via chat, email and the support center.
The support options of Umami Analytics consist of a knowledge base, an online community and you can contact them via e-mail.
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