Alternatives · Analytics
Google Analytics alternatives
Google Analytics compared with 5 alternatives: Matomo, Plausible, Fathom Analytics, Microsoft Clarity and Amplitude.
Google Analytics has a free plan. 4 of the 5 alternatives are free or have a free plan. One more offers a free trial.
5 tools · Listings checked up to Oct 18, 2026 · Where the facts come from
At a glance
| Tool | Price | Free plan | Runs on |
|---|---|---|---|
| Google AnalyticsThis tool | Free plan | Yes | Web, iOS, Android |
| Matomo | Free plan · from $26/mo | Yes | Web |
| Plausible | Free plan · from $7.50/mo | Yes | Web |
| Fathom Analytics | Free trial · from $12.50/mo | Trial only | Web |
| Microsoft Clarity | Free | Free | Web |
| Amplitude | Free plan · from $900/yr | Yes | Web |
How each one differs from Google Analytics
- Free plan · from $26/mo
Matomo
Open-source web analytics you can host yourself or in Matomo's cloud
- Only Google Analytics lists iOS and Android apps.
- Matomo is open source and self-hostable, according to its own site.
- Matomo also covers session replay and a/B testing.
- Google Analytics also covers reports.
Suits: Organizations that must keep analytics data on their own servers
- Free plan · from $7.50/mo
Plausible
Cookie-free, privacy-first website analytics made and hosted in the EU
- Only Google Analytics lists iOS and Android apps.
- Plausible is open source and self-hostable, according to its own site.
- Google Analytics also covers reports.
Suits: Site owners who want traffic numbers without a cookie banner
- Free trial · from $12.50/mo
Fathom Analytics
Cookie-free, privacy-first website analytics priced by pageviews
- Google Analytics has a free plan. Fathom Analytics does not, though it has a free trial.
- Only Google Analytics lists iOS and Android apps.
Suits: Site owners who want traffic stats without a cookie banner
- Free
Microsoft Clarity
Free session recordings and heatmaps from Microsoft, no traffic cap
- Only Google Analytics lists iOS and Android apps.
- Microsoft Clarity also covers session replay.
- Google Analytics also covers reports.
Suits: Small sites and blogs that want recordings and heatmaps at no cost
- Free plan · from $900/yr
Amplitude
Product analytics with session replay, experiments and in-app guides
- Only Google Analytics lists iOS and Android apps.
- Amplitude also covers surveys, session replay and a/B testing.
- Google Analytics also covers reports.
Suits: Product teams measuring funnels, retention and feature adoption
Limits worth knowing in Google Analytics
- Analytics 360 has no published price; it is quoted through Google's sales team.
- In the free version, user- and event-level data is kept for 2 or 14 months; 26, 38 and 50 months are 360 only.
- Intraday data freshness, sub-properties, roll-up reporting and higher limits on custom dimensions and audiences are 360 only.
- Google Ads data in reports is limited to a rolling 36 months, and Google signals data is kept no more than 26 months.
Common questions
What are the alternatives to Google Analytics?
The alternatives to Google Analytics in this directory are Matomo, Plausible, Fathom Analytics, Microsoft Clarity and Amplitude. Each one has a side-by-side comparison with Google Analytics.
Is there a free alternative to Google Analytics?
Yes. Microsoft Clarity is free to use. Matomo, Plausible and Amplitude have a free plan alongside paid ones.
Is there an open-source alternative to Google Analytics?
Matomo and Plausible are described as open source on their own sites.
When were these prices checked?
Every listing on this page was checked on Oct 18, 2026, against the pages it cites. Vendors change prices without notice, so confirm on their site before you buy.