Compare
Compare Analytics Tools
Google Analytics 4
Free plan
Has, and not every other tool does:
- Data Import
- Custom Alerts
- Email Reports
- User Flow Reporting
- Cohort Reports
- Retention Reporting
- Attribution Reporting
- Ecommerce Reporting
- Custom Properties
- Custom Metrics
- Annotations
Amplitude
Free plan
Has, and not every other tool does:
- Data Import
- Email Reports
- User Flow Reporting
- Retention Reporting
- Attribution Reporting
- Ecommerce Reporting
- Heatmaps
- Session Recordings
- A/B Testing
- User Feedback
- Custom Properties
- Custom Metrics
- Annotations
Mouseflow
Free plan
Has, and not every other tool does:
- Data Import
- Cookieless
- Custom Alerts
- Email Reports
- Heatmaps
- Session Recordings
- A/B Testing
- User Feedback
Umami
Has, and not every other tool does:
- Data Sampling
- Cookieless
- Custom Alerts
- User Flow Reporting
- Attribution Reporting
- Ecommerce Reporting
- Session Recordings
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.
Give your teams a self-service digital analytics platform to understand your users, drive conversions, and increase engagement, growth and revenue. Ideal for product or gowth teams.
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
- Simple & Intuïtive
- User segmentation
- Data visualisations
- Feature Analytics
- 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
- Dashboard customisation
- Limited free plan
- User support access
- Pricing transparency
- 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
- StandardFree
- GA4 360$50k+ per year
- StarterFree
- Growth$49+ p/m
- EnterpriseOn req.
- FreeFree
- Starter€39 p/m
- Growth€129 p/m
- Business€259 p/m
- Pro€499 p/m
- EnterpriseOn req.
Free trial period
Free plan
Free plan
14 days
14 days
Account Management
Trackable Items
100
Unlimited
10
Unlimited
User Seats
Unlimited
Unlimited for all plans
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)
- 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
Realtime
Realtime
Realtime
Data Retention
Customizable up to 14 months
Unlimited
12 months
Unlimited
Data Sampling
Explorations might use sampled data
Umami does not sample data
Data Import
Import cost, offline or user/client ID data
Via SDK, API, GCS, AWS & more
through integrations
Data Export
With sheets, BigQuery or API
To GCS, BigQuery, Redshift & more
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.
Amplitude relies on first-party cookies.
Mouseflow uses first-party cookies
Umami Analytics does not use cookies
Alerts & Automation
Custom Alerts
Custom insights, in interface or via email
Via web hook
for Business & Enterprise plans
Email Reports
Recurring shared reporting
Subscribe to dashboard for daily 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
Flexible funnels to analyse conversion, time to convert & more
Simple funnel report, watch recordings from converters
User Flow Reporting
Flexible Sankey chart exploration
Standard & reverse Sankey charts
User journey analysis
Segmentation
Segment creation and overlap exploration
Segment users to filter heatmaps & recordings
Simple filters like browser, OS, and country
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Retention Analysis and Lifecycle charts
Attribution Reporting
Attribution models comparison
UTM & channel attribution
Ecommerce Reporting
Extensive e-commerce reports
Elaborate Ecommerce reporting
Revenue tracking
User Experience Features
Heatmaps
GA4 does not offer heatmaps
Click, movement, scroll, attention, live & geo heatmaps
Session Recordings
GA4 does not offer recordings
Session Replay
Elaborate filtering & livestream options
Session replays
A/B Testing
A/B testing & feature flagging with Amplitude Experiment
User Feedback
Guides and Surveys
Custom triggered text, multiple choice & NPS ratings
Customizability
Custom Properties
25 user-scoped & 50 event-scoped dimensions
Custom Metrics
50 event-scoped metrics
20 custom formulas to create the metric you need
Custom Reports
All reports are customisable
Automatic form tracking
Custom Events
25 parameters per event
Create a custom event from existing events
Custom tagging of recordings
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.
The support of Amplitude consists of a ticketing system, an extensive knowledge base, a community and email support depending on your plan.
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