20 Google Analytics Alternate options – Moz

The writer’s views are completely his or her personal (excluding the unlikely occasion of hypnosis) and should not at all times mirror the views of Moz.

The adage is that for those who’re not paying for the service, you’re the product. Sadly, this rings very true within the analytics world.

The analytics area is altering, although, and there are a lot of options — each free and paid — that consider privateness, cookie-less monitoring, GDPR compliance, core internet vitals, and extra. The present chief within the analytics area is Common Analytics (UA), which has been monitoring internet information since 2005. However Google goes to cease monitoring any new information in UA as of July 1, 2023 (Comfortable Canada Day?).

This can be a transfer to get customers emigrate to Google Analytics 4 (GA4), which is an entire new means of monitoring and navigating. In a transfer from classes to an occasion mannequin, GA4 would require some data and familiarity to stand up and working, as there’s fairly a bit altering.

Should you haven’t but arrange GA4 but, or are on the fence, now could be the time to try what else is on the market and the way the panorama has modified. We have damaged the options up into three classes:

How authorized is Google Analytics?

The quick reply is: relies on the place your guests are from.

With out getting too deep into authorized jargon, the person has management over the choices now and though there are a number of lawsuits on the market I am positive Google will make the correct changes to make sure that everybody utilizing it will likely be principally lined, ultimately.

This is not taking place proper now and underneath GDPR there are necessities that Google Analytics is not passing. Additionally, through the use of a product that is built-in into different merchandise I doubt they will ever see 100% protection.

Even for those who’re planning on putting in Google Analytics 4, you’ll be able to run another to make sure that you’re getting the suitable information and check as you go

Internet Analytics

Greater than a customer counter, however typically simplified, internet analytics suppliers deal with giving companies to small companies, bloggers, and small web sites. Their metrics are additionally the closest to Google Analytics. Many of the internet analytics instruments beneath are simple to keep up, fast to put in, and do not want self-hosting. Nevertheless, some will supply self-hosting along with their common companies.

Fathom Analytics

Launched in 2018, Fathom Analytics is a cookie-less, privacy-focused Google Analytics different that’s actually easy to make use of. They care about person privateness and pioneered proprietary routes in compliance with the EU for EU guests. Calling the route “EU isolation”, Fathom Analytics can also be GDPR, PECR, COPPA, CCPA, and ePrivacy compliant.

Options of Fathom Analytics embody:

  • Seven-day free trial

  • Costs begin at $14 per 30 days for as much as 100,000 web page views

  • Can embody as much as 50 websites

  • Exhibits reside guests and the place they’re navigating
  • Affords uptime monitoring, occasion filtering, e mail stories, advert blocker bypassing, reside customer data, and far more from a bootstrapped firm

Being privacy-focused, Fathom Analytics has an exquisite interface and affords limitless CSV exports of your information accessible at any time. This lets you conveniently join it to different information sources. As well as, Fathom is anticipated to launch a backup possibility for GA information within the close to future.



Beforehand named Pikqwik, Matomo (“preserve your information in your personal fingers”) is an open-source, cookie-free monitoring, and GDPR-compliant analytics instrument providing a search engine and key phrases part the place you’ll be able to join with Google Search Console information.

Further Matomo options embody:

  • Customizable dashboard.

  • Actual-time information insights (pages visited, customer abstract, conversions, and so forth).

  • E-commerce analytics.

  • Occasion monitoring (analyzes person interplay on apps or web sites).

  • Measures CTR, clicks, and impressions for textual content and picture banners in addition to different web page parts.

  • Customer geolocation (stats may be considered on maps by metropolis, area, or nation).

  • Web page and website pace stories.

  • Web page efficiency (variety of views, bounce charges).

You’ll be able to host Matomo by yourself servers totally free. In any other case, their cloud pricing begins at $29/month after a 21-day free trial for 50,000 hits (as much as 30 web sites).



Should you’re already utilizing Cloudflare’s CDN resolution, then there is not any setup required. You’ll be able to merely authorize the online analytics to start out monitoring inside your account. You’ll be able to add as much as 10 web sites totally free, and there is not any want for a cookie banner, since they don’t accumulate private information.

Along with monitoring commonplace metrics — web page views, visits, load instances, bandwidth, and so forth. — Cloudflare has included Core Internet Vitals metrics. These are measured every throughout your tracked web sites, and may e mail you weekly with updates — very helpful.

Screenshot of the CWV dashboard.

Cloudflare set up is mild on web page load, since you’ll be able to proxy it via your Cloudflare setup. Alternatively, you’ll be able to set up their light-weight Javascript code (or “beacon”, as they name it).

Though Cloudflare would not say they’re GDPR compliant, what they do say is that they’re thought of an “Operator Important Providers” underneath the EU Directive on Safety of Community and Data Methods. You’ll be able to assume that Cloudflare is monitoring one thing alongside the way in which, with a free price ticket and with different choices accessible the place information may very well be shared.

Cloudflare is closest to server analytics with out going on to your server. It is solely accessible in particular areas, so that you may need to pay for this.


Adobe Analytics

Adobe Analytics is a well-liked evaluation platform that gives instruments important for gathering related information regarding buyer expertise. Firm analysts and on-line entrepreneurs regularly depend upon it for bettering buyer satisfaction.

Making use of Adobe Analytics to your online business web site might help you identify what results in conversions. For instance, did altering content material or the CTA improve conversions? Did including extra visible aids improve the variety of inquiries a couple of sure service or product?

Adobe analytics is marketed as an enterprise analytics resolution with viewers insights, promoting analytics, cohort evaluation, buyer journey evaluation, remarketing triggers, and far more. It actually may suit your internet analytics or product analytics relying on how your staff deploys it, and it has been round for fairly some time similar to Google Analytics.



Privateness-friendly internet analytics instrument Clicky is simple to navigate and affords metrics much like Google Analytics. Nevertheless, Clicky embodies the texture of server analytics instruments whereas making their interface easy and fast-loading, because of minimal graphics.

Options of Clicky embody:

Clicky additionally supplies a developer API and white labeling of their resolution, the place you’ll be able to create your personal theme for higher model integration beginning at $49/month as a part of their hosted service. In addition they supply a free tier for those who’re trying to attempt it out with restricted options.


Simple Analytics

EU-hosted, privacy-based Easy Analytics affords instruments to make use of for checking your web sites every day. Easy Analytics doesn’t accumulate cookies, IP addresses, or any distinctive identifiers. Their package deal supplies a bypass of advert blockers, hides referral spam, and contains an iOS app. You’ll be able to even embed a widget to get public internet statistics.

This GA different affords some nifty occasions which are gathered by default for ease of use. These embody e mail clicks, outbound hyperlinks, and information to streamline monitoring. All of Easy Analytics options come collectively in a UI that is a easy dashboard offering fast “out and in” instances — a lot faster, in actual fact, than it might take to get to the proper property utilizing Google Analytics.

Easy Analytics affords a free 14-day trial. Should you determine to maintain Easy Analytics, you may pay $19/month, or $9/month for those who pay a yr prematurely.



An open-source, cookie-free internet analytics different to Google Analytics, Pirsch seamlessly integrates into web sites and WordPress with plugins. A developer-friendly analytics providing a versatile, spectacular API, server-side integrations, and SDKs, Pirsch supplies Golang (Go), PHP SDK, JavaScript, or a community-provided code to embed snippets. Pirsch additionally works with Google Search Console.

You’ll be able to carry out any perform you need from the Pirsch dashboard, like viewing statistics or including web sites.

Get began by viewing Pirsch’s reside demo or opting in on their 30-day free trial. Paying for Pirsch is barely $5 per 30 days for those who select annual billing. If you wish to make month-to-month funds, the price will increase to $6 per 30 days.



A privacy-friendly, open-source internet analytics platform, Believable is cookie-free and totally compliant with PECR, CCPA, and GDPR. Believable is a well-liked different to Google Analytics due to its simplicity, light-weight script, and talent to cut back bounce charges by expediting website loading.

You’ll be able to simply section information into particular metrics, analyze darkish site visitors through Urchin Monitoring Module (UTM) parameters, and observe what number of outbound hyperlink clicks you get.

Believable affords a 30-day free trial possibility that gives limitless utilization of its options with out requiring a bank card. As soon as your free trial has ended, you’ll be able to pay $9 per 30 days for as much as 10,000 web page views. Should you select yearly billing, you get two months of free use. Limitless information retention, slack/e mail stories, and occasion customization are additionally supplied with a paid subscription to Believable.



Umami is GDPR-compliant, open-source, cookie-free, and doesn’t observe customers or collect private information throughout web sites. By anonymizing any data collected, Umami prevents the identification of particular person customers. As well as, you will not want to fret about staying compliant with always altering privateness lawsi.

Options of Umami embody:

  • Cellular-friendly so you’ll be able to see stats in your telephone at any time.

  • Because you host Umami underneath your area, you will not see any ad-blockers such as you see when utilizing Google Analytics.

  • Public sharing of your stats is obtainable utilizing an solely generated URL.

  • Umami’s light-weight monitoring script masses virtually immediately and will not decelerate the loading of your web site.

  • A single set up of Umami permits monitoring of a limiteless variety of websites. You can too observe particular person URLs and subdomains.

Since Umami is an open-source platform and self-hosted, it is free to make use of. Umami says a cloud-based model of its analytics is coming quickly.


Product (conduct) analytics

Though product analytics should not at all times GDPR-compliant, they supply highly effective analytic instruments that embody priceless parts like segmentation and deeper ranges of customization. For that purpose and others, product analytics include the next upkeep value. Listed below are a number of product analytics instruments which are glorious Google Analytics options for monitoring buyer conduct.

Hubspot Analytics

The site visitors analytics instrument offered by Hubspot Analytics affords distinctive evaluation information for breaking down web page views, new contacts, and even entrance/exit data concerning how lengthy guests remained on particular internet pages. You can too set up a monitoring code to exterior websites so you’ll be able to observe site visitors stats.

Further options embody:

  • Bounce charge percentages.

  • Variety of call-to-action views/variety of CTA clicks.

  • Conversion charges of tourists who click on in your CTA.

  • Entry to particular URLs or nation stats.

A subscription to a starter Hubspot Analytics platform is $45 per 30 days. You’ll be able to select month-to-month or annual billing, which is $540.

Knowledgeable subscription to Hubspot Analytics begins at $800 per 30 days ($9,600 for one yr). This subscription provides you multi-language content material, video administration and internet hosting, telephone help, and A/B testing.

An enterprise subscription begins at $3,600 per 30 days ($43,200 per yr). You get 10,000 advertising contacts with this subscription, with further contacts accessible on the market in increments.



Kissmetrics affords analytics for e-commerce and SaaS web sites. Kissmetrics for SaaS provides you deep insights into the kind of content material and options which are fueling conversions, changing trials into conversions, and lowering churn.

Kissmetrics detects traits that drive conversions and retain common consumers, so you’ll be able to regulate website parts appropriately. This distinctive analytics instrument additionally streamlines checkout funnels and integrates with Shopify.

Pricing for Kissmetrics SaaS includes three tiers:


Heap Analytics works on cellular and PC units, rapidly captures almost all behavioral parameters, and helps first or third-party set up. You can too create particular person identities for customers over quite a few classes and augmented product data to buy/gross sales occasions.

Heap options embody:



The makers of Fullstory state that if you understand how to repeat and paste, you may haven’t any bother setting it up. This analytics platform additionally affords “private-by-default” talents that ensures masking of textual content parts at their supply.

Their options embody, however should not restricted to:



Mixpanel affords a free subscription that provides entry to core stories, limitless information historical past, and EU or U.S. information residency. Mixpanel may be sliced and diced to suit so many conditions, it’s versatile and moldable for a lot of companies at many ranges.

Screenshot of the dashboard.

For $25 per 30 days underneath their development plan, you get all of the free options, plus information modeling, group analytics, and stories detailing causal inference. Mixpanel additionally contains options comparable to:

  • Segmenting customers based mostly on actions

  • Combine with Slack to share stories, even when they don’t use Mixpanel

  • No limits on the quantity of occasions tracked

  • Staff Dashboards with Alerts

  • Establish prime person paths and drop-off factors

  • Understanding of conversion factors throughout the funnel

  • And far far more.

It is utilized by 30% of Fortune 100 SaaS firms and for those who want customized pricing and plans,


Amplitude Analytics

In keeping with a report accessible here, Amplitude is persistently ranked as #1 amongst different product analytics platforms, prime software program merchandise, and buyer satisfaction. You’ll be able to analyze collected information with quick self-serve analytics that don’t require SQL.

You need to use Amplitude to…

  • Discover behavioral information

  • Measure buyer engagement

  • Use product intelligence to construct sooner

  • Perceive channel efficiency

  • Reply questions between, product, advertising, engineering & analytics

The Begin Amplitude package deal is free and affords limitless information locations, customers, and information sources. You additionally get 10 million occasions (streamed or unstreamed) per 30 days.

Their paid plans begin with customizations on prime of that together with superior behavioral analytics & customized occasion values.

CONTACT SALES FOR GROWTH OR ENTERPRISE PACKAGES or for those who’re a startup you’ll be able to apply for a free yr of Amplitude Scholarship!


Section which was acquired by Twilio in 2020 affords superior e mail onboarding and intuitive insights in SMS marketing campaign and e mail efficiency & that’s only one arm of what it does. Section makes use of just one API to gather information throughout all platforms. In addition they have SDKs for Android, iOS, JavaScript, and over 20 server-side languages. They’ve been written as a know-how startup that lets organizations pull buyer information from one app into one other & they’ve as of writing over 300 integrations!

Section has clients throughout industries together with media, medical, B2B, retail and from startup to enterprise. As nicely you’ll be able to add your buyer information into their information warehouse to maintain your information there so they may match into the info warehousing class beneath too.

To get began utilizing Section, merely make a free account which permits for 1,000 guests from two sources and entry to their 300 integrations or their paid tiers begin at $120/month the place you’ll be able to join a team account.


Rudderstack supplies builders all they should get began instantly with this product/conduct analytics. Options of Rudderstack embody figuring out nameless cellular and internet customers, customizing locations via the appliance of real-time modifications to occasion payloads, and mechanically occupying warehouses with occasion and person report schemas.

The free model of Rudderstack provides you 5 million occasions per 30 days, over 16 SDK sources and greater than 180 cloud locations. Like Section you should utilize Rudderstack as a knowledge warehouse to your buyer information and so they’ve constructed their platform as warehouse-first and constructed for builders.

The Professional model begins at $500 per 30 days. You get the free options, plus e mail help, a technical account supervisor, and even customized integrations within the larger tiers. Request pricing for the Enterprise model of Rudderstack here.

Information warehousing options

It is at all times good to have your information backed up and if in case you have plenty of historical past in Common Analytics it might be place to start out. There are even companies to attach all these options collectively seamlessly, comparable to Funnel. Whereas these have further prices, it can save you all of your information for a few years with out a downside developing so you’ll be able to discuss with them when want be.

Google BigQuery / Google Cloud

Out there with a straightforward connection to your GA4 information for those who’re leaning that means. Google lists BigQuery as enterprise and there will probably be limits to how a lot information you’ll be able to ship to BigQuery earlier than paying. They provide real-time analytics with built-in question acceleration and with the dimensions of knowledge that Google handles we may be fairly positive that they’ll be capable to deal with it. Google Cloud Storage affords commonplace, nearline, coldline, and archive storage choices.

One suggestion is for those who’re utilizing Google for backups to make sure you have a secondary account hooked up to it in case your main account loses entry, which I’ve seen occur sometimes. They supply a migration from some instruments and their pricing relies on information, so it’s free as much as 10GB. They created a billing calculator for straightforward value evaluation when you get into the paid facet.

Amazon – AWS

AWS states that they help extra compliance certifications and safety measures than all different cloud suppliers. They permit for backup of all information sorts and have redundancy inbuilt that you’d anticipate on the Amazon stage.

Like Google they’ve a calculator to estimate a pricing mannequin to your staff as they’ve plenty of different companies built-in into this you could reap the benefits of there.


Snowflake supplies a knowledge cloud and isn’t Google or Amazon, which can enchantment to some. It helps information science, information lakes, and information warehousing on the three prime clouds with their totally automated resolution.

They’re HIPAA, PCI DSS, SOC 1 and SOC 2 Kind 2 compliant, and FedRAMP Licensed and have a 30 day free trial with all plans you’ll be able to take a look at in addition to a “pay for utilization” possibility or a “pay for utilization upfront” possibility too.

Recap and proposals

On July 1, 2023, Common Analytics will cease monitoring any new information, after which by EOY 2023 all UA information will probably be eliminated by Google — so again up your information! Take into consideration warehousing your information long run to your Common Analytics and shifting ahead.

Then, make a plan for a way you’re going to be monitoring shifting ahead. Discuss choices and ideas with stakeholders.

Set up GA4 now (or yesterday!) or attempt the choices above out, as none of those are created equal and lots of have free trials.