15 Best Google Analytics Alternatives in 2025

Google Analytics (GA) has been the industry standard for years, but it’s not the best fit for everyone. GA4 brought a new data model and complex setup, which has left many marketers and businesses searching for something easier, more privacy-focused, or more tailored to their needs.

Whether you’re running a SaaS business, an eCommerce store, or a content site, there are plenty of Google Analytics alternatives that might be a better fit. Some are lightweight and privacy-first, others are full-featured platforms with product analytics, heatmaps, or session recordings.

We’ve reviewed the top options to help you choose the right tool.

Best for: Marketers who want all-in-one analytics with heatmaps, session recordings, and conversion tracking

Userbird is a modern analytics platform built for marketers rather than engineers. It combines traditional web analytics with heatmaps, session recordings, and AI-powered event tracking, so you can see both the numbers and the “why” behind user behavior.

Unlike GA4, where you need to set up every event manually, Userbird automatically detects key interactions and conversions. That makes it especially useful for teams that don’t want to spend hours configuring reports.

Key features:

• Automatic event and conversion tracking
• Heatmaps and session recordings
• Funnels and conversion attribution
• GDPR-compliant, cookieless options
• Marketer-friendly dashboards with clear insights

Pricing: Starts from $19/month for 10,000 monthly tracked users

Why choose Userbird: If you want an easy, all-in-one replacement for Google Analytics that goes deeper with user behavior, Userbird is the standout choice.

Best for: Organizations that need full control of their data

Matomo is the best-known open-source alternative to GA. It offers the same kind of traffic analysis but gives you the option to self-host your data for complete ownership and compliance. This makes it a strong choice for governments, enterprises, and anyone working in regulated industries.

Key features:

• Self-hosted or cloud-hosted
• GDPR-compliant with data residency controls
• Custom dashboards and segmentation
• Plugins for eCommerce and advanced tracking

Pricing: Free if self-hosted, or from ~$23/month for the hosted version

Why choose Matomo: Go with Matomo if you need GA-style analytics but want to own 100% of your data.

Best for: Simple, privacy-first analytics

Plausible is a lightweight analytics platform designed to be simple, fast, and cookie-free. It strips away unnecessary complexity and shows you only the most important website metrics. Its script is under 1 KB, which makes it appealing to developers who care about page speed.

Key features:

• No cookies, no personal data collection
• Lightweight tracking script
• Clean, simple reports
• Open source and transparent

Pricing: From $9/month

Why choose Plausible: Perfect if you want privacy-first analytics that load instantly and are easy to understand.

Best for: Privacy-focused businesses that want simple dashboards

Fathom Analytics is another privacy-friendly analytics tool with a clean interface. It’s built to be an easy, compliant replacement for GA, especially for small to medium-sized businesses.

Key features:

• GDPR, CCPA, and PECR compliant
• Fast, simple reports
• Server-side event tracking
• Unlimited sites and dashboards

Pricing: From $14/month

Why choose Fathom: Great if you want simple analytics and peace of mind about data compliance.

Best for: SaaS and product teams

PostHog is an open-source product analytics suite. It goes beyond pageviews and helps you track events, funnels, and retention. It also includes feature flags, A/B testing, and session recordings.

Key features:

• Event-based analytics
• Cohort and funnel analysis
• Session recordings
• Feature flags and experimentation

Pricing: Free plan available; paid from ~$25/month

Why choose PostHog: A solid option for SaaS teams that want to combine analytics with experimentation.

Best for: Funnel and cohort analysis

Mixpanel is one of the most established product analytics platforms. It focuses on helping teams understand how users move through funnels and which actions drive retention.

Key features:

• Event-based data model
• Cohort analysis
• Funnel and retention reports
• Real-time segmentation

Pricing: Free up to 20M events per month, then custom pricing

Why choose Mixpanel: Ideal for teams that need detailed funnel and retention insights.

Best for: Enterprise-level product analytics

Amplitude is a leader in product analytics for large organizations. It offers powerful cohort analysis, segmentation, and predictive analytics, often integrated into broader growth and data strategies.

Key features:

• Deep event and cohort analysis
• Predictive insights
• Behavioral segmentation
• Integrations with BI and data warehouses

Pricing: Free plan available; enterprise pricing on request

Why choose Amplitude: Best for enterprises that need advanced analytics at scale.

Best for: Teams that don’t want to manually tag events

Heap captures every click, tap, and form submission automatically. You can retroactively analyze data, which makes it easier to explore user journeys without worrying about missing something.

Key features:

• Automatic event capture
• Journey and funnel analysis
• Retroactive event tracking
• Strong integrations

Pricing: Free plan available; custom pricing for larger plans

Why choose Heap: If you don’t want to spend time configuring events, Heap’s automatic capture is a huge time saver.

Best for: Real-time traffic monitoring

Clicky is a simple analytics platform that focuses on real-time data. It’s been around for years and remains popular with smaller sites that value straightforward reporting.

Key features:

• Real-time visitor tracking
• Heatmaps
• Goal tracking
• Simple reports

Pricing: Free basic plan; Pro from $9.99/month

Why choose Clicky: A reliable, budget-friendly option for smaller sites that want real-time analytics.

Best for: Basic, privacy-focused analytics

Simple Analytics lives up to its name. It’s a cookie-free platform that presents website stats in an easy-to-read format. It’s especially popular in Europe for GDPR compliance.

Key features:

• No cookies or personal data
• Clear, simple dashboards
• Fast setup
• API for developers

Pricing: From €9/month

Why choose Simple Analytics: A strong option if you want to stay GDPR-compliant and keep things minimal.

Best for: Free analytics with extra behavior tools

Yandex Metrica is a free alternative that offers more than basic analytics. It includes heatmaps and session recordings, making it more versatile than GA in some areas.

Key features:

• Free to use
• Heatmaps
• Session recordings
• Funnel and form analysis

Pricing: Free

Why choose Yandex Metrica: If you want a free solution with behavior analytics built in.

Best for: Small businesses that want basic stats

Statcounter is one of the oldest analytics tools. It’s lightweight and easy to use, though not as feature-rich as newer competitors.

Key features:

• Visitor path tracking
• Email reports
• Basic goal tracking

Pricing: Free up to 500 logs; paid from $9/month

Why choose Statcounter: Good for small businesses that just want straightforward traffic stats.

Best for: Customer journey analytics

Woopra focuses on tracking the entire customer journey, connecting marketing, sales, and support data into one view.

Key features:

• Real-time analytics
• Customer journey mapping
• CRM and marketing integrations
• Retention analysis

Pricing: Free tier; paid plans from $79/month

Why choose Woopra: If you want to analyze customer journeys across multiple touchpoints.

Best for: eCommerce and SaaS businesses

Kissmetrics is designed for businesses that want to track revenue and retention alongside engagement metrics. It’s especially useful for subscription and eCommerce businesses.

Key features:

• Cohort and funnel reports
• Revenue tracking
• Customer segmentation

Pricing: From $299/month

Why choose Kissmetrics: Choose it if you want analytics focused on revenue and lifetime value.

Best for: Behavior analytics and feedback

Hotjar isn’t a direct GA alternative but complements analytics with user behavior insights. It’s best used alongside another analytics tool.

Key features:

• Heatmaps
• Session recordings
• Feedback surveys
• On-site polls

Pricing: Free tier; paid plans from $39/month

Why choose Hotjar: Perfect for understanding why users behave the way they do.

Final Thoughts

Google Analytics remains the default, but it’s no longer the only serious choice. Depending on your needs, you can pick:

• Privacy-first alternatives: Plausible, Fathom, Simple Analytics
• Product analytics platforms: Mixpanel, Amplitude, PostHog, Heap
• All-in-one behavior and analytics suites: Userbird, Hotjar, Yandex Metrica

👉 If you want an easy, powerful, and marketer-friendly alternative, start with Userbird.