Compare
Compare Analytics Tools
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.
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.
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.
B2B website visitor identification in real-time. Uncover your anonymous B2B website visitors and fuel your business growth.
Pros
- GA4 is free to use
- Many functionalities
- The reports are customisable
- Large community
- Extensive documentation
- GA4 is easily scalable
- Privacy friendly
- Easy to use
- Customer support
- Ad-blocker bypassing
- It is free and easy to use
- Great heatmaps
- Unlimited session recordings
- No data sampling
- Great for B2B leadgen
- Company insights
- Simple implementation
- The world's largest B2B IP address database
- Ability to tag users
Cons
- Steep learning curve
- Implementation can be hard
- Inaccurate data sampling
- UI is not easy to use
- No data import
- Short free trial
- Limited features
- Limited reporting features
- Limited integrations
- Limited features
- Cluttered interface
- Crashes sometimes
Pricing information
Starting Price
| Standard | Free |
| GA4 360 | $50k+ per year |
| 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 |
| Clarity | Free |
| Essentials | On req. |
| Automate | On req. |
Free trial period
Free plan
30 days
Free plan
7 days
Account Management
Trackable Items
100
50
Unlimited
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)
- United States
- European Economic Area (EEA)
- United States
- United Kingdom
- 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
Lead Forensics
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
Realtime
Realtime
Data Retention
Customizable up to 14 months
Unlimited
13 months
3 months
Data Sampling
Explorations might use sampled data
Data Import
Import cost, offline or user/client ID data
Google Analytics importer
by means of an API
Data Export
With sheets, BigQuery or API
One-click CSV export
by means of an API
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- COPPA
- PECR
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
Cookieless
Google Analytics relies on first-party cookies.
Fathom is cookieless by default.
Clarity uses first-party cookies
The basic tracking code sets no cookie; an optional first-party cookie (lfuuid) can be enabled.
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Email Reports
Recurring shared reporting
Weekly or monthly reporting
Reporting
Trend Reporting
Device Reporting
Device type, browser, OS and more
Device type, browser & OS
Device type, browser & OS widgets
Funnel Reporting
Customisable funnel exploration
User Flow Reporting
Flexible Sankey chart exploration
Segmentation
Segment creation and overlap exploration
Instant filters on any data point
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Attribution Reporting
Attribution models comparison
Simple referral metrics
Ecommerce Reporting
Extensive e-commerce reports
By means of custom events
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Click, scroll & area heatmaps
Session Recordings
GA4 does not offer recordings
Filter by actions, duration, pages & device
A/B Testing
User Feedback
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
Can include: name, ID & value
also called triggers
Annotations
Notes feature added in 2024
Support
Support description
Support is available via chat and the support center.
Fathom offers extensive support and video walk-throughs. For issues you can always contact their knowledgable email support.
Support is available via chat, email and the support center.
Lead Forensics support options consist of country-specific phone numbers nu and a form on the website to contact sales or support.
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