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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.

The only digital insights platform that gives you complete understanding of your customers’ digital journeys, so you can quickly improve conversion, retention, and customer delight.

Privacy-first, lightweight, accurate web analytics for free. Web Analytics that allows you to view and track essential stats on the usage of your website.

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

It is easy to implement
It has data science capabilities
Reports are easy to build
Interface is user-friendly

Starts free when client of Cloudflare
Very easy to setup
Server log additional metrics
Difficult to block for Adblockers

Cons

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

Integrations
Branding method

Tech support is quite basic
Difficult to share dasboards
Onboarding could be improved

Limited features
Might track high amounts of bot traffic
Limited metrics
Cannot exclude own visits

Pricing information

Starting Price

Standard	Free
GA4 360	$50k+ per year

On-Premise	Free
Cloud	€19+ p/m

Free	Free
Growth	On req.
Pro	On req.
Premier	On req.

Free trial period

Free plan

21 days

Free plan

Account Management

Trackable Items

100

User Seats

Unlimited

N/A

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

European Economic Area (EEA)
United Kingdom
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

Cloudflare Analytics

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

12 months

6 months

Data Sampling

Explorations might use sampled data

Matomo doesn’t use data sampling

Adaptive sampling of 1-10% on all stats

Data Import

Import cost, offline or user/client ID data

Import Google Analytics data, search keywords & server logs

Data Export

With sheets, BigQuery or API

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

Via CSV or API

via CVS or JSON files or an API

Compliance

GDPR
CCPA

GDPR
CCPA
ePrivacy

GDPR
CCPA
HIPAA

GDPR
CCPA
HIPAA
ePrivacy

Cookieless

Google Analytics relies on first-party cookies.

Matomo offers cookieless tracking.

Heap relies on first-party cookies

Cloudflare 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 Slack or email

Email Reports

Recurring shared reporting

Detailed daily, weekly and monthly reports

Schedule regular emails for important charts

Cloudflare does not feature email reports

Reporting

Trend Reporting

Device Reporting

Device type, browser, OS and more

Device type, browser & OS

Funnel Reporting

Customisable funnel exploration

Basic funnel reporting

With quantitative measurement of user friction & step suggestions

User Flow Reporting

Flexible Sankey chart exploration

With flexible Sankey chart

Sankey chart with path comparison

Segmentation

Segment creation and overlap exploration

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

Quickly identify patterns in user behavior

Cohort Reports

Cohort exploration

Analyse and segment by cohort

Retention Reporting

Combined with CLTV metrics

Attribution Reporting

Attribution models comparison

Model comparison report

Track UTM parameters or initial referrer sources

Simple referrer dimensions but no UTM tags

Ecommerce Reporting

Extensive e-commerce reports

Easy setup with eCommerce Activation Kit

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

Automatically filters relevant replays

A/B Testing

A/B Testing Platform (premium feature)

User Feedback

Track NPS score events in surveys

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

Custom Events

25 parameters per event

Cloudflare does not feature event tracking

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.

Heap offers extensive documentation and access to their in-depth collection of Heap University courses to get up and running. Need more help? Join the community or contact their knowledgable support staff through email.

Cloudflare offers support for their main product via email, a ticketing system, an elaborate knowledge base and an online community

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