Website & Product Analytics

Contents

1. 01WelcomeWhat these tools do, how many we grade and what to know before choosing
2. 02Our top threeThe three we'd look at first, and who each one suits
3. 03What they costWhat paid plans start at, the best buy at each budget and the free plans
4. 04The gradesThe highest graded, and how the whole category does on each subject
5. 05Keep or make?Which are worth paying for, and which you could make yourself
6. 06Every toolAll of them, best graded first, with what each costs
7. 07Quick answersThe questions people ask when choosing, each answered in a line or two
8. 08About ToolGPAWho made this guide, what else is on the site, and how to cite it

ToolGPA put this guide together from each tool’s own pages, their app-store listings and our grades. Every fact in it is on the Website & Product Analytics page too, where it is kept up to date. Checked Oct 18, 2026.

See who visits, what they click and where they give up, with recordings of real visits.

Before you choose, here are 7 things to know about website and product analytics tools, worked out from every one we grade.

1. 1

   We grade 14 website and product analytics tools

   12 of them are free or have a free plan, and 2 more let you try before paying. Everything in this guide comes from their own pages and our grades.

2. 2

   Paid plans start at $39 a month in the middle

   From $7.50 (Plausible) to $100 (Mixpanel), going by what each one's paid plans start at.

3. 3

   Best value: Microsoft Clarity

   Nothing on our chart scores higher than it without costing more.

4. 4

   1 of 14 have iPhone and Android apps

   14 run in a web browser and 0 have a Windows app. Check the one you need before you fall for anything.

5. 5

   The middle GPA is 2.6

   6 score 3.0 or higher. The highest is Google Analytics, at 3.4.

6. 6

   Best free option: Google Analytics

   Google Analytics has the highest GPA of the free ones, 3.4. Google's free website and app analytics, with a paid 360 tier.

7. 7

   14 worth keeping, 0 you could make

   By our keep-or-make rules, 14 do something you couldn't reasonably build yourself, 0 are simple enough to make with an AI app builder, and 0 are a close call.

Part 02 · Top three

Our top three

The three we'd look at first, and who each one suits

The three website and product analytics tools we'd look at first. First place suits the most people; second and third are the best picks for the people it leaves out. Each has an Insider's Guide of its own.

1. 1st

   

   3.4GPA

   Google Analytics

   Free plan

   For: Most website owners

   Google Analytics shows where visitors come from, which pages they view and which campaigns lead to sales or sign-ups, with funnel and path explorations, data-driven attribution, and links to Google Ads, Search Console and BigQuery. The standard version is free for sites and apps of any size. It runs on the web, iPhone and Android, and its iPhone and iPad app averages 4.6 from about 5,200 ratings. Know the limits: it does not record visits, user- and event-level data is kept for 14 months at most, and data within the hour and longer history are Analytics 360 features, priced through Google's sales team.

   The Google Analytics Insider’s Guide

2. 2nd

   

   3.2GPA

   PostHog

   Free plan · from $0.00005

   For: Product teams and developers measuring an app or site

   PostHog puts product and web analytics, session recordings, feature flags, A/B tests, surveys and error tracking under one sign-up. Each has a free allowance that resets monthly: 1M events, 5,000 recordings and 1,500 survey responses, with unlimited members. Past it you pay per use from $0.00005 an event, with a spending limit per product, and the code is open source. It is second because it takes more learning than a page counter and the free plan has edges: 1 project, recordings kept a month, SSO only with the $250-a-month Boost package, and self-hosting officially unsupported. Amplitude's free plan allows 2M events but only 10 saved charts.

   The PostHog Insider’s Guide

3. 3rd

   

   2.4GPA

   Plausible

   Free plan · from $7.50/mo

   For: Site owners who want visitor counts without cookies

   Plausible counts visits without cookies or personal data, so the vendor says no cookie banner is needed, and shows visitors, sources, pages, goals and campaigns on one page, processed on EU-owned servers in Germany. Starter is $7.50 a month billed yearly for one site and up to 10k pageviews, or $19 a month at 100k billed monthly, after a 30-day trial with no card, and the free Community Edition runs on your own server. It is third because it does a smaller job: there are no recordings or per-visitor profiles, funnels and ecommerce revenue start on Business, and there is no free hosted plan.

   The Plausible Insider’s Guide

Going by our grades, Microsoft Clarity gives the most for the money among website and product analytics tools: no tool on this chart scores higher without costing more.

Paid plans start at a middle price of $39 a month across the 7 that charge, from $7.50 (Plausible) to $100 (Mixpanel). 1 more costs nothing at all.

0 of the 8 score above the category's average while starting at or below its middle price. 3 cost more than the middle price and score below the average.

Every tool gets five grades, A to F, each with its reason, and a GPA that averages them. Here are the 12 highest graded website and product analytics tools, then how the whole category does on each subject.

Tool	Value	Free	Features	Ease	Platforms	GPA
Google Analytics	A	A	B	B	B	3.4
Microsoft Clarity	A	A	C	B	B	3.2
PostHog	A	B	A	C	B	3.2
Amplitude	A	B	B	C	B	3.0
Fullstory	A	B	B	C	B	3.0
Mixpanel	A	B	B	C	B	3.0
Contentsquare	B	B	B	C	B	2.8
Fathom Analytics	B	D	C	B	B	2.4
Matomo	C	C	B	C	B	2.4
Pendo	C	C	B	C	B	2.4
Plausible	C	C	C	B	B	2.4
Wingify	C	C	B	C	B	2.4

Some software does something you couldn’t reasonably build yourself. Some is simple enough that an AI app builder could make the core of it in an afternoon. Here’s where website and product analytics tools land, by the same rules for every tool.

• 14

  Keep it

  It does something you could not reasonably make for yourself, or it costs nothing.

• 0

  Your call

  You could make the core of it, and you would give something up.

• 0

  You could make this

  What it does is the kind of thing an AI app builder makes well, and it charges every month.

Every website and product analytics tool we grade, with its GPA and what it costs. Each one has a page of its own on toolgpa.com, with its Insider’s Guide.

1. 1Google AnalyticsFree plan3.4
2. 2Microsoft ClarityFree3.2
3. 3PostHogFree plan · from $0.000053.2
4. 4AmplitudeFree plan · from $900/yr3.0
5. 5FullstoryFree plan3.0
6. 6MixpanelFree plan · from $100/mo3.0
7. 7ContentsquareFree plan · from $39/mo2.8
8. 8Fathom AnalyticsFree trial · from $12.50/mo2.4
9. 9MatomoFree plan · from $26/mo2.4
10. 10PendoFree plan2.4
11. 11PlausibleFree plan · from $7.50/mo2.4
12. 12WingifyFree trial2.4
13. 13HeapFree plan2.2
14. 14LogRocketFree plan · from $83/mo2.2

ToolGPA grades software the way a school report grades a pupil: five subjects, a letter for each with the reason written beside it, and a GPA that averages them. Prices, plans and platforms are read from each maker’s own pages and dated, so you always know how fresh a figure is.

ToolGPA is free to read. It may earn a commission from affiliate links and it works with sponsors, but anything paid for is labelled and no one can pay for a grade. Every tool on the site has a guide like this one, free to download and pass on. It all lives at toolgpa.com.

• 2,281

  tools graded

• 73

  categories

• 426

  price changes on record

• 579

  apps priced in 12 countries