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Rating

4.5/5

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.

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.

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.

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

It is free and easy to use
Great heatmaps
Unlimited session recordings
No data sampling

Cons

Steep learning curve
Implementation can be hard
Inaccurate data sampling
UI is not easy to use

Integrations
Branding method

Limited reporting features
Limited integrations

Pricing information

Starting Price

Standard	Free
GA4 360	$50k+ per year

On-Premise	Free
Cloud	€19+ p/m

Clarity

Free

Free trial period

Free plan

21 days

Free plan

Account Management

Trackable Items

100

Unlimited

User Seats

Unlimited

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)

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

You

Microsoft Clarity

Data Freshness

4-8 hours (most reports), up to 24-48 hours

15 minutes or more

Realtime

Data Retention

Customizable up to 14 months

Unlimited and customizable

13 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

Data Export

With sheets, BigQuery or API

to CSV, XML, Json or Looker Studio or via HTTP API

Compliance

GDPR
CCPA

GDPR
CCPA
ePrivacy

GDPR
CCPA
ePrivacy

Cookieless

Google Analytics relies on first-party cookies.

Matomo offers cookieless tracking.

Clarity uses first-party cookies

Alerts & Automation

Custom Alerts

Custom insights, in interface or via email

Receive alerts from every report by email or SMS

Email Reports

Recurring shared reporting

Detailed daily, weekly and monthly reports

Reporting

Trend Reporting

Device Reporting

Device type, browser, OS and more

Device type, browser & OS widgets

Funnel Reporting

Customisable funnel exploration

Basic funnel reporting

User Flow Reporting

Flexible Sankey chart exploration

With flexible Sankey chart

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

Attribution Reporting

Attribution models comparison

Model comparison report

Simple referral metrics

Ecommerce Reporting

Extensive e-commerce reports

User Experience Features

Heatmaps

GA4 does not offer heatmaps

Filter specific pages or hide elements on the page

Click, scroll & area heatmaps

Session Recordings

GA4 does not offer recordings

Record specific pages or only after activity or duration

Filter by actions, duration, pages & device

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

Custom Reports

All reports are customisable

Flexible report design

Custom Events

25 parameters per event

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.

Support is available via chat, email and the support center.

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