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Google Analytics 4 vs Fathom

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Rating
4/5
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.
Privacy-focused website analytics without compromise. Fathom doesn’t compromise visitor privacy for data. It made website analytics easy to use and respectful of privacy laws.
Pros
  • GA4 is free to use
  • Many functionalities
  • The reports are customisable
  • Large community
  • Extensive documentation
  • GA4 is easily scalable
  • Privacy friendly
  • Easy to use
  • Customer support
  • Ad-blocker bypassing
Cons
  • Steep learning curve
  • Implementation can be hard
  • Inaccurate data sampling
  • UI is not easy to use
  • No data import
  • Short free trial
  • Limited features

Pricing information

Starting Price
StandardFree
GA4 360$50k+ per year
100k page views$15 p/m
200k page views$25 p/m
500k page views$45 p/m
1 Million page views$60 p/m
2 Million page views$100 p/m
Free trial period
Free plan
30 days

Account Management

Trackable Items
100
50
User Seats
Unlimited
Unlimited

Data Processing

Data Center Locations
  • European Economic Area (EEA)
  • United Kingdom
  • United States
  • European Economic Area (EEA)
  • United States
Software Hosting
  • Public Cloud
  • Private Cloud
  • On-Premise
  • Public Cloud
  • Private Cloud
  • On-Premise
Data Ownership
Google Analytics 4
You
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
Data Retention
Customizable up to 14 months
Unlimited
Data Sampling
Explorations might use sampled data
Data Import
Import cost, offline or user/client ID data
Google Analytics importer
Data Export
With sheets, BigQuery or API
One-click CSV export
Compliance
  • GDPR
  • CCPA
  • GDPR
  • CCPA
  • ePrivacy
  • COPPA
  • PECR
Cookieless
Google Analytics relies on first-party cookies.
Fathom is cookieless by default.

Alerts & Automation

Custom Alerts
Custom insights, in interface or via email
Email Reports
Recurring shared reporting
Weekly or monthly reporting

Reporting

Trend Reporting
Device Reporting
Device type, browser, OS and more
Device type, browser & OS
Funnel Reporting
Customisable funnel exploration
User Flow Reporting
Flexible Sankey chart exploration
Segmentation
Segment creation and overlap exploration
Instant filters on any data point
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Attribution Reporting
Attribution models comparison
Ecommerce Reporting
Extensive e-commerce reports
By means of custom events

User Experience Features

Heatmaps
GA4 does not offer heatmaps
Session Recordings
GA4 does not offer recordings
A/B Testing
User Feedback

Customizability

Custom Properties
25 user-scoped & 50 event-scoped dimensions
Custom Metrics
50 event-scoped metrics
Custom Reports
All reports are customisable
Custom Events
25 parameters per event
Can include: name, ID & value
Annotations
Notes feature added in 2024

Support

Support description
Support is available via chat and the support center.
Fathom offers extensive support and video walk-throughs. For issues you can always contact their knowledgable email support.
Support Options
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
  • Phone
  • Email
  • Live Chat
  • Ticketing system
  • Knowledge base
  • Community
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