Compare

Compare Analytics Tools

Visit website ↗

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.

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.

Powerful, self-serve product analytics to help you convert, engage, and retain more users. Build funnels, see top user flows, create cohorts, and more with just a few clicks.

Snowplow is an enterprise-strength event analytics platform. It Identifies its users and tracks the way they engage with the website or application.

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

Interface is easy to understand
Great support options
Reporting is in realtime
Good community

Elaborate data import options
Simple Client-side & server-side tracking
Great support

Cons

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

Integrations
Branding method

Event setup requires tech skills
Contains hard to discover features
Has a steep learning curve

Steep learning curve
Technical knowledge needed for implementation
Only a collection tool

Pricing information

Starting Price

Standard	Free
GA4 360	$50k+ per year

On-Premise	Free
Cloud	€19+ p/m

Free	Free
Enterprise	On req.

Test & Experiment Tracking	Free
Self-Hosted Pipeline	On req.
Snowplow Platform	On req.

Free trial period

Free plan

21 days

Free plan

14 days

Account Management

Trackable Items

100

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 Kingdom

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

Mixpanel

You

Data Freshness

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

15 minutes or more

Realtime

Data Retention

Customizable up to 14 months

Unlimited and customizable

Unlimited

Data Sampling

Explorations might use sampled data

Matomo doesn’t use data sampling

Data Import

Import cost, offline or user/client ID data

Import Google Analytics data, search keywords & server logs

Via one-off script or Ingestion API

Data Export

With sheets, BigQuery or API

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

Via raw data export API

Compliance

GDPR
CCPA

GDPR
CCPA
ePrivacy

GDPR
CCPA
HIPAA

GDPR
CCPA
HIPAA

Cookieless

Google Analytics relies on first-party cookies.

Matomo offers cookieless tracking.

Mixpanel relies on first-party cookies

Alerts & Automation

Custom Alerts

Custom insights, in interface or via email

Receive alerts from every report by email or SMS

Hourly, daily, or weekly base on event threshold

Email Reports

Recurring shared reporting

Detailed daily, weekly and monthly reports

Same as custom alerts

Reporting

Trend Reporting

Device Reporting

Device type, browser, OS and more

Funnel Reporting

Customisable funnel exploration

Basic funnel reporting

Funnel trend, time to convert & frequency visualisations

User Flow Reporting

Flexible Sankey chart exploration

With flexible Sankey chart

Sankey chart with selected, immediate & drop off events

Segmentation

Segment creation and overlap exploration

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

Automatically find interesting segments & receive per email

Cohort Reports

Cohort exploration

Analyse and segment by cohort

User cohorts of users to filter reports

Based on first visit, first action, channel or custom events

Retention Reporting

Combined with CLTV metrics

Retention curves, trends & user cohort buckets

CLTV Analysis

Attribution Reporting

Attribution models comparison

Model comparison report

Simple UTM tracking with "first touch" attribution

Ecommerce Reporting

Extensive e-commerce reports

Option to track purchases but no special reporting

User Experience Features

Heatmaps

GA4 does not offer heatmaps

Filter specific pages or hide elements on the page

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)

Experiments

User Feedback

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

Max 255 properties per event

Custom Reports

All reports are customisable

Flexible report design

Unlimited custom dahboards & reports

Custom Events

25 parameters per event

Combine events into a custom event

Annotations

Notes feature added in 2024

On any graph or via API

Directly on the linechart in Insights

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.

Mixpanel offer extensive documentation and knowledgable support through a ticketing system. They have a support email address but regular support requests are directed to the ticketing system. Join their Slack group for community access.

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