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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.

Enterprise-level web analytics. Adobe Analytics lets you mix, match, and analyze data from any digital point in the customer journey.

A website optimization tool to analyze visitor's behavior across email & ad campaigns. Investigate buyers' journeys, identify audience segments present across webpages, and spot issues.

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

Great segmentation
Good video tracking
Customizable
Easy report creation

Easy heatmaps
Customer feedback surveys
Simple but good A/B testing
Easy to set up

Cons

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

Integrations
Branding method

Pricing can be quite steep
Tech support can be improved
Can be difficult to implement
Can be challenging to get educated

Few intergrations with other tools
Easy to hit the max number of snapshots

Pricing information

Starting Price

Standard	Free
GA4 360	$50k+ per year

On-Premise	Free
Cloud	€19+ p/m

Select	On req.
Prime	On req.
Ultimate	On req.

Basic	$29 p/m
Plus	$99 p/m
Pro	$249 p/m
Enterprise	$599 p/m

Free trial period

Free plan

21 days

Free plan

30 days

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

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

United States

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

Adobe Analytics

Crazy Egg

Data Freshness

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

15 minutes or more

2 hours

Realtime

Data Retention

Customizable up to 14 months

Unlimited and customizable

25 months by default

Between 3 & 24 months depending on the plan

Data Sampling

Explorations might use sampled data

Matomo doesn’t use data sampling

Some Audience Manager reports display results sampled data

Data Import

Import cost, offline or user/client ID data

Import Google Analytics data, search keywords & server logs

Though data sources, API or data connectors

Data Export

With sheets, BigQuery or API

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

Through data feeds, a data warehouse or FTP and SFTP

Download reports or snapshots as a zipfile or CSV

Compliance

GDPR
CCPA

GDPR
CCPA
ePrivacy

GDPR
CCPA
HIPAA
PECR

GDPR
CCPA
HIPAA
ePrivacy

Cookieless

Google Analytics relies on first-party cookies.

Matomo offers cookieless tracking.

Adobe uses tracking cookies

Crazy Egg uses first-party cookies

Alerts & Automation

Custom Alerts

Custom insights, in interface or via email

Receive alerts from every report by email or SMS

Via e-mail or SMS

Email Reports

Recurring shared reporting

Detailed daily, weekly and monthly reports

Flexible scheduled reporting

Receive reports or Snapshots by mail

Reporting

Trend Reporting

Device Reporting

Device type, browser, OS and more

Device types, OS, OS versions & mobile carriers

See which device the user used

Funnel Reporting

Customisable funnel exploration

Basic funnel reporting

Bar chart funnel report

User Flow Reporting

Flexible Sankey chart exploration

With flexible Sankey chart

Fallout & Flow (Sankey chart) reports

Segmentation

Segment creation and overlap exploration

Based on visit, interaction, campaign, ecommerce, demographics & device

Advanced segments with Segment builder & Segment manager

Segment users by device, location, etc.

Cohort Reports

Cohort exploration

Analyse and segment by cohort

Churn, rolling & latency tables

Retention Reporting

Combined with CLTV metrics

Retention cohort report

Attribution Reporting

Attribution models comparison

Model comparison report

Apply to metrics, breakdowns or compare models

By means of referral tracking

Ecommerce Reporting

Extensive e-commerce reports

Very flexible ecommerce reporting

User Experience Features

Heatmaps

GA4 does not offer heatmaps

Filter specific pages or hide elements on the page

Called activity map

Heatmap, scrollmap, confetti report, overlay & list

Session Recordings

GA4 does not offer recordings

Record specific pages or only after activity or duration

A/B Testing

A/B Testing Platform (premium feature)

With realtime results

User Feedback

Surveys, NPS scores & ratings

Customizability

Custom Properties

25 user-scoped & 50 event-scoped dimensions

5-15 for each scope and can't delete them

Custom tagging for segmenting users

Custom Metrics

50 event-scoped metrics

Unlimited calculated metrics

Custom users variables

Custom Reports

All reports are customisable

Flexible report design

Reports in Analysis workspace are customisable

Custom Events

25 parameters per event

Up to 1.000 success events

Annotations

Notes feature added in 2024

On any graph or via API

Available in Workspace

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.

The support of Adobe Analytics consists of an expansive knowledge base and an online community. Phone and chat options exist for certain user types. Besides that, they offer many training options and tutorials.

Crazy Egg offers an extensive knowledge base, a ticketing system, and email as their support options. For the plus, pro, and enterprise plans it offers priority support.

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

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community