Compare
Compare Analytics Tools
Google Analytics 4
Free plan
Only Google Analytics 4 has:
- Cohort Reports
- Retention Reporting
- Custom Properties
- Custom Metrics
- Annotations
Fathom Analytics
From $15 p/m
No feature only Fathom Analytics has.
Lead Forensics
On request
No feature only Lead Forensics has.
Umami
Only Umami has:
- Data Sampling
- Session Recordings
Google Analytics 4
Fathom Analytics
Lead Forensics
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.
B2B website visitor identification in real-time. Uncover your anonymous B2B website visitors and fuel your business growth.
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
- Privacy friendly
- Easy to use
- Customer support
- Ad-blocker bypassing
- Great for B2B leadgen
- Company insights
- Simple implementation
- The world's largest B2B IP address database
- Ability to tag users
- 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
- No data import
- Short free trial
- Limited features
- Limited features
- Cluttered interface
- Crashes sometimes
- Not a great amount of features
Pricing information
Starting Price
- StandardFree
- 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
- EssentialsOn req.
- AutomateOn req.
Free trial period
Free plan
30 days
7 days
14 days
Account Management
Trackable Items
100
50
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
- United Kingdom
- European Economic Area (EEA)
- 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
Lead Forensics
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
Realtime
Realtime
Data Retention
Customizable up to 14 months
Unlimited
3 months
Unlimited
Data Sampling
Explorations might use sampled data
Umami does not sample 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
via API as JSON file
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- COPPA
- PECR
- GDPR
- CCPA
- GDPR
- CCPA
- HIPAA
Cookieless
Google Analytics relies on first-party cookies.
Fathom is cookieless by default.
The basic tracking code sets no cookie; an optional first-party cookie (lfuuid) can be enabled.
Umami Analytics does not use cookies
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
for Business & Enterprise plans
Email Reports
Recurring shared reporting
Weekly or monthly reporting
Reporting
Trend Reporting
Device Reporting
Device type, browser, OS and more
Device type, browser & OS
Funnel Reporting
Customisable funnel exploration
User Flow Reporting
Flexible Sankey chart exploration
User journey analysis
Segmentation
Segment creation and overlap exploration
Instant filters on any data point
Simple filters like browser, OS, and country
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Attribution Reporting
Attribution models comparison
UTM & channel attribution
Ecommerce Reporting
Extensive e-commerce reports
By means of custom events
Revenue tracking
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Session Recordings
GA4 does not offer recordings
Session replays
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
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.
Fathom offers extensive support and video walk-throughs. For issues you can always contact their knowledgable email support.
Lead Forensics support options consist of country-specific phone numbers nu and a form on the website to contact sales or support.
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
Google Analytics 4Fathom AnalyticsLead Forensics