Compare
Compare Analytics Tools
Rating
4.5/5
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.
Optimize your website with certainty, not assumption. Watch real user journeys, with automatic Friction Scores that detects where to focus first.
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
- Data display
- Flexible data visualisation
- Engagement reporting
- Privacy oriented
- Intuitive dashboards
- Great filtering
- Possibility to tag elements
- Helpfull support
- Automatic form tracking
- User feedback surveys
- 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
- Integrations
- Branding method
- Lack of insight for Iframe recordings
- Funnels could be improved
- You run into credit limit quite fast
- Not a great amount of features
Pricing information
Starting Price
| Standard | Free |
| GA4 360 | $50k+ per year |
| On-Premise | Free |
| Cloud | €19+ p/m |
| Free | Free |
| Starter | €39 p/m |
| Growth | €129 p/m |
| Business | €259 p/m |
| Pro | €499 p/m |
| Enterprise | On req. |
Free trial period
Free plan
21 days
14 days
14 days
Account Management
Trackable Items
100
30
10
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)
- 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
Mouseflow
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
15 minutes or more
Realtime
Realtime
Data Retention
Customizable up to 14 months
Unlimited and customizable
12 months
Unlimited
Data Sampling
Explorations might use sampled data
Matomo doesn’t use data sampling
Umami does not sample data
Data Import
Import cost, offline or user/client ID data
Import Google Analytics data, search keywords & server logs
through integrations
Data Export
With sheets, BigQuery or API
to CSV, XML, Json or Looker Studio or via HTTP API
via CSV or to third-party tools by ID push
via API as JSON file
Compliance
- GDPR
- CCPA
- GDPR
- CCPA
- ePrivacy
- GDPR
- CCPA
- GDPR
- CCPA
- HIPAA
Cookieless
Google Analytics relies on first-party cookies.
Matomo offers cookieless tracking.
Mouseflow uses first-party cookies
Umami Analytics does not use cookies
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Receive alerts from every report by email or SMS
Via web hook
for Business & Enterprise plans
Email Reports
Recurring shared reporting
Detailed daily, weekly and monthly reports
Hourly, daily, or weekly emails
Reporting
Trend Reporting
Simple visitor trend graphs
Device Reporting
Device type, browser, OS and more
Filter by device type, OS, browser & screen resolution
Funnel Reporting
Customisable funnel exploration
Basic funnel reporting
Simple funnel report, watch recordings from converters
User Flow Reporting
Flexible Sankey chart exploration
With flexible Sankey chart
User journey analysis
Segmentation
Segment creation and overlap exploration
Based on visit, interaction, campaign, ecommerce, demographics & device
Segment users to filter heatmaps & recordings
Simple filters like browser, OS, and country
Cohort Reports
Cohort exploration
Analyse and segment by cohort
Retention Reporting
Combined with CLTV metrics
Attribution Reporting
Attribution models comparison
Model comparison report
UTM & channel attribution
Ecommerce Reporting
Extensive e-commerce reports
Revenue tracking
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Filter specific pages or hide elements on the page
Click, movement, scroll, attention, live & geo heatmaps
Session Recordings
GA4 does not offer recordings
Record specific pages or only after activity or duration
Elaborate filtering & livestream options
Session replays
A/B Testing
A/B Testing Platform (premium feature)
User Feedback
Custom triggered text, multiple choice & NPS ratings
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
Automatic form tracking
Custom Events
25 parameters per event
Custom tagging of recordings
Track everything from clicks to form submit
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.
Mouseflow provides support in four languages and through phone, email, and an extensive knowledge base
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