Discover the 11 Best Google Analytics Alternatives To Consider in 2025

Web analytics tools help you measure website traffic and track web user behavior to provide actionable insights that help enhance site performance and boost conversion rate. In fact, Research shows that B2B brands that effectively use analytics are 1.5 times more likely to outperform their peers in terms of growth.

Because users can access Google Analytics tools for free, they have rapidly become the most-used analytics platform. However, there is no one-tool-fits-all in web analytics, and while Google Analytics may be the best choice for some, others might find that one of the many Google Analytics competitors fit their needs better.

Read on to discover exactly what Google Analytics offers, as well as its biggest drawback, how to make an informed decision when choosing a web analytics tool, and the 11 best Google Analytics alternatives. 

Let’s dive in!

Understanding Google Analytics

Google Analytics can also analyze how long people stay on your website and measure the percentage of web visitors who take a desired action, like purchasing a product or signing up for a newsletter. However, while Google Analytics is powerful, it still has its fair share of pros and cons. 

Google Analytics can also analyze how long people stay on your website. It can also measure the percentage of web visitors who take a desired action, like purchasing a product or signing up for a newsletter. While Google Analytics is powerful, it has its fair share of pros and cons. 

Advantages of Google Analytics

• It’s free. 

• The tool unifies all your marketing data in a central place by integrating with other Google platforms, such as Search Console and Adwords.

• Google Analytics helps you optimize your B2B marketing campaigns by equipping you with web visitors’ behavior data. For instance, you can track what they click on and how they scroll down a web page. 

• Google Analytics traffic acquisition report shows you exactly where your new and returning website visitors are coming from—direct, organic, or paid traffic. This helps you allocate marketing resources more effectively by prioritizing channels that drive the most traffic and conversion. 

Disadvantages of Google Analytics

One of the biggest drawbacks of Google Analytics pertains to privacy concerns, especially if your brand serves European businesses. The tool collects your web visitors' personal data, such as location information. It also tracks your users’ web cookies, which can be considered personal data if it’s relatively easy to ID someone from it. 

Google Analytics data collection is not the problem. The problem is that it stores the personal data, including that of European residents, in Google’s U.S.-based servers. As a result, the data becomes subject to U.S. surveillance laws, which causes non-compliance with Europe’s General Data Protection Regulation (GDPR).

U.S. surveillance laws like the Foreign Intelligence Act of 1978 and Executive Order 12333 authorize U.S. intelligence agencies to conduct mass surveillance on non-Americans, including individuals from Europe. 

In other words, anytime the personal data of your web visitors leaves Europe and gets transferred to Google’s U.S. servers, chances are that security agencies in the United States will investigate it. 

Remember, complying with GDPR is the responsibility of website owners with a European audience, even if you are not physically located in the region. Noncompliance attracts a fine of up to €20 million or 4% of your global revenue (whichever is more).

The good news? There are plenty of Google Analytics competitors offering affordable alternative options. But again, you need to consider specific factors to ensure you get a Google Analytics alternative that best suits your needs and complies fully with relevant regulations. 

Essential factors to look for in alternatives to Google Analytics 

The following are vital considerations when choosing a solution for tracking analytics: 

1) Data privacy

The best web analytics tools comply fully with data protection regulations like GDPR to safeguard user data and avoid costly fines. Tools like Dealfront’s Leadfeeder prioritize privacy. With Web Visitors, you can identify businesses interested in your products by seeing who visits your website, all the while remaining fully compliant with GDPR legislation.

2) Data accuracy

Data collected from your website is only helpful if it's accurate. That’s why you should choose tools like Leadfeeder that help you accurately identify your website visitors and discover their buying intent. 

Using domains, locations, and IP addresses of your site users, Web Visitors precisely reveal which companies visit your website. Then, the tool allows you to identify buying intent based on behavioral and demographic filters. This can help you improve website performance and lead generation. 

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3) Ease of use

A user-friendly interface reduces the learning curve and improves effectiveness when your team uses it. Before buying a premium plan, take advantage of free trials or freemium plans to test whether the tool’s interface is intuitive and matches your team’s technical expertise. 

4) Integration

A web analytics tool is no good if it only works in a vacuum. You want to make sure that any new analytics tool can work with existing data stores and tools. This will provide you with more options in terms of gathering, analyzing, and using the data you collect. Look for alternatives for Google Analytics that offer a wide range of integrations so that you can easily incorporate them into your existing tech stack and keep your options open in the future. 

5) Scalability

You want a web analytics platform that grows with your business. For instance, it should be able to handle increased data volume and traffic on your website without performance issues. Scalable tools typically offer several pricing plans that allow you to pay for features you currently need. You can upgrade and unlock more functionality in the future if necessary. 

Now that you understand the key considerations when choosing a web analytics tool, it’s time to choose the most suitable from our carefully selected best Google Analytics alternatives list. 

Best Google Analytics alternatives in 2025

Whether you're unhappy with the latest Google Analytics tool or are looking for a privacy-first web analytics tool, there are plenty of alternatives out there. But that’s the problem. With multiple options, choosing the right tool can be difficult. 

We’ve narrowed down your choices to the best 11 alternatives to Google Analytics.

1) Leadfeeder by Dealfront

Leadfeeder is a web analytics tool built for sales and marketing teams. It compliantly identifies website traffic and visitors, even those working from home, using IP addresses. Fully compliant with GDPR regulations, Leadfeeder has the highest company recognition rate of any tool currently on the market.

Furthermore, when combined with Dealfront’s contact database of over 40 million companies and other tools, Leadfeeder can boost your lead prospecting strategy and increase conversions. Discover buying intent, fill your pipeline with prospects that have already demonstrated interest, filter and segment your leads, and sync with your CRM with two-way, native integrations. 

Pros of Leadfeeder by Dealfront

• Leadfeeder is fully GDPR compliant and processes 100% of its data in the EU under the highest data privacy standards.

• Versatile filtering allows you to create the reports that you need, while CRM integration allows you to automatically share your data with marketing and sales teams.

• Link with Dealfront’s fully compliant database of over 40 million companies to gain access to powerful contact insights and segment your leads to optimize your outreach strategies. 

• Work smarter with seamless integrations to your CRM, marketing and sales tools, and more.

Leadfeeder offers a 14-day free trial of its paid tier, which includes access to all Dealfront Basic tools. After your free trial ends, you will be automatically moved to the free Leadfeeder plan, which you can use indefinitely!

2) Matomo 

Matomo is an open-source website analytics tool, formerly known as Piwik. You can use it to track website traffic and how your web visitors interact with your site. Matomo is famously known as a privacy-focused tool—and for a good reason. 

Instead of storing data on Google servers, you can host the software on-premise (on your own server), where you have full control over data privacy and security. Alternatively, you can use Matomo Cloud, which safely stores your website data within Europe in compliance with GDPR. Matomo also complies with other privacy laws like the California Consumer Privacy Act (CCPA). 

But like every other tool, Matomo has perks and downsides. 

Pros of Matomo

• You retain 100% data ownership, giving you full control over data security and making it easy to comply with data privacy regulations.

• You get accurate web analytics reports and actionable insights. Matomo analyzes all the data it collects to avoid inaccuracies related to data sampling. 

• Google Analytics Import, a feature in Matomo, allows you to import historical data from Google Analytics directly. 

• Being open-source makes Matomo transparent—you can see into the tool’s source code to confirm that there are no hidden vulnerabilities.

Cons of Matomo

• Matomo can be slow when processing large data sets from your website, since it doesn’t sample data when preparing reports and insights. 

• The user interface is cluttered with multiple settings to navigate. This can be overwhelming, especially for first-time users. 

• It doesn’t integrate with popular campaign tools like Google Ads.

If you are looking for a privacy-compliant web analytics tool, Matomo is a suitable option. You can also use it to visualize where your web visitors click— thanks to Matomo heatmaps and session recordings. Matomo’s A/B testing allows you to compare two web page versions and choose the most effective. It has a free plan with one paid tier of €19 per month.

3) Adobe Analytics

Adobe Analytics is a cloud-based, enterprise-level analytics tool that offers the same functionalities as Google Analytics. But what makes it stand out is its advanced capabilities.

For instance, Adobe Analytics uses artificial intelligence and machine learning to generate in-depth reports and predict the future behavior of your web visitors (predictive modeling). The tool can analyze historical data about customer journeys, identify patterns, and use the patterns to forecast a customer’s future actions. 

This allows you to allocate resources, set priorities, and plan more effectively in your web campaigns. However, the tool has its fair share of advantages and disadvantages. 

Pros of Adobe Analytics

• Adobe Analytics has powerful data visualization capabilities that allow you to visualize trends and patterns through graphic representation. 

• The tool offers everything in Google Analytics and advanced capabilities like predictive modeling. 

• The web analytics platforms give you deeper insights into your visitors' journey. 

Cons of Adobe Analytics

• Adobe Analytics is very expensive and has paid plans only. 

• The web analytics platform requires technical knowledge to use. Expert support is necessary, especially when using the tool for the first time. 

While Adobe Analytics has fantastic features, it is costly for enterprises with a small budget. This tool suits you best if your business has a big budget and needs advanced analytics capabilities. It has three pricing plans, but the costs are available by request only. 

4) Mixpanel

Mixpanel is a product analytics tool for analyzing how people use your internet-based product. Instead of just measuring traffic, the platform offers real-time data to analyze how and why your customers engage, convert, and keep using your product.

Since Mixpanel works on the web, mobile apps, and smart devices, you can leverage its insights to improve user experience across devices and optimize your B2B sales funnel. You can also use it for A/B testing, audience segmentation, and custom event tracking. 

Here are the strengths and weaknesses of Mixpanel: 

Pros of Mixpanel

• Mixpanel helps you track users' behavior when navigating your site. 

• You can customize your dashboard for tailored insights. For instance, you can set up your own metrics to measure audience growth and customer retention.

Cons of Mixpanel

• Mixpanel reports based on sampled data do not offer 100% precision. 

• It has a steep learning curve that requires much time and effort to understand the tool's functionalities fully. 

Mixpanel has a free plan with limited capabilities and two premium tiers starting from $20 per month. 

5) Clicky

Clicky is a privacy-friendly Google Analytics alternative. It doesn’t collect personal data or track cookies, making it GDPR-compliant. You can use it to track metrics like monthly page views, number of visitors, and traffic sources.

Additionally, the platform’s heatmap tracking and real-time analytics allow you to visualize a web visitor’s journey on your website. 

Pros of Clicky

• You gain access to real-time reporting. 

• You avoid legal issues related to GDPR non-compliance. 

• The tool shows where your web visitors click thanks to Clicky heatmaps

• Premium plans come with a 21-day free trial with access to all features. This allows you to test whether premium features meet your needs before investing in Clicky.

Cons of Clicky

• Clicky’s free plan has significantly limited features. For instance, you can’t access heatmaps, multiple dashboards, or conduct A/B testing. 

• It only works on the web, while other tools like Mixpanel support mobile and multiple smart devices. 

• According to a Clicky user on G2, the tool has limited customization. You can’t tailor the tool’s interface or reports to your preferences. 

• Another Clicky user on G2 said the tool has limited integrations with other analytics and marketing tools. 

The tool has a free plan and four paid options, starting at $9.99 per month. 

6) Plausible

Made in the EU, Plausible is a lightweight, open-source analytics platform that doesn’t collect cookies or personal data, making it especially privacy-friendly. Plausible uses a script that is only 1KB, making it much smaller than the script used for Google Analytics.

The platform also provides a simple, user-friendly dashboard for tracking metrics like unique visitors, page views, and bounce rate.

Pros of Plausible

• Plausible is hosted in the EU, so it complies with GDPR.

• You retain complete ownership of all your data.

• You can view all metrics on a single-view dashboard.

Cons of Plausible

• Pricing is by number of sites, so an annual Plausible plan is not a good idea if you have expansion plans in your pipeline.

• Advanced users who want more detailed behaviour analysis may find Plausible too basic.

Plausible offers a 30-day free trial and four paid options, which range from the $9 per month Starter plan to custom Enterprise plans. 

7) Heap

Heap is a product-focused analytics platform that collects data from across the customer journey. This means that you gain insights into apps or products as well as websites. 

Heap also automates data collection and provides an AI copilot to help non-technical users to interact with the platform.

Pros of Heap

• Heap provides automated data collection across the entire customer journey, allowing users to uncover friction points.

• The platform balances ease of use and technical features for advanced and beginner users.

• Heap provides standard analytics as well as digital experience insights like heatmaps and session recordings.

Cons of Heap

• Heap tracks a huge amount of data, which can make it difficult to find what you’re looking for.

• Some training is needed to make the most of the Heap platform.

Heap offers a free tier with limited features as well as three paid tiers, Growth, Pro, and Premier. The prices for these tiers are available on request.

8) Amplitude

Amplitude provides a customer data platform that allows you to measure, monitor, and manage performance across your website, product, and data warehouse. This provides a deeper understanding of customer behaviours thanks to improved data quality.

Amplitude also provides build in tools for A/B testing, guides for experimentation, and advanced AI features.

Pros of Amplitude

• Amplitude provides powerful data analysis for beginner and advanced users.

• The tool allows you to easily create new dashboards for a range of analytic and experimental purposes.

• Amplitude offers a high number of integration with other marketing and sales tools. 

Cons of Amplitude

• Due to the large amount of data that Amplitude collects, the platform can sometimes be slowed down.

• Set formulas and layouts can also reduce the capability for customization.

Amplitude offers a free Starter plan and a Plus plan from $49 per month billed annually. Growth and Enterprise plans are available with pricing on request.

9) Fathom Analytics

Fathom Analytics is a lightweight Googla Analytics alternative that can be installed on your site with a script that is less than 2KB. The real-time data collect provides immediate analytics while filtering out crawlers and bots.

Because Fathom Analytics doesn’t use cookies, and therefore doesn’t provide the location or identity of visits, it legally complies with GDPR and other privacy laws.

Pros of Fathom Analytics

• Fathom Analytics uses a small embed code that doesn’t affect the loading times of your site.

• Data is populated into pre-built dashboards, which reduces the learning curve necessary for beginners.

• Fathom Analytics legally complies with GDPR and other privacy laws.

Cons of Fathom Analytics

• As a basic performance analytics tool, Fathom Analytics has a limited number of features compared to other Google Analytics competitors.

• You will need other tools to create more detailed data analytics.

Fathom Analytics offers a 30-day free trial and tiered pricing starting at $15 per month.

10) Piwik Pro

Piwik Pro is one of the competitors of Google Analytics that has a strong focus on security and privacy, making it a good choice for businesses in finance or healthcare industries. It offers a consent managment system and users maintain complete ownership over their tracking data, allowing you to track user experience in post-login areas. 

The dashboards and reports of Piwik Pro are similar to Google Analytics, which make migrating between the two platforms easier.

Pros of Piwik Pro

• Piwik Pro offers a secure platform for analysis of customer data in sensitive industries.

• Users maintain complete control and ownership of all tracking data.

• Due to similarities with Google Analytics, dashboards and reports are familiar and user-friendly.

Cons of Piwik Pro

• As a basic performance analytics tool, Fathom Analytics has a limited number of features compared to other Google Analytics competitors.

• You will need other tools to create more detailed data analytic reports.

Piwik Pro offers a Business plan starting from $35 per month and an Enterprise plan starting from €366 per month.

11) Woopra

Woopra is a platform that provides analytics on customer journeys by focusing on five key data categories; Journey, Trends, Cohort, Retention, and Behavior.

The platform collects data across websites, products, and mobile apps, aiming to optimize the engagement of customers across their lifecycle.

Pros of Woopra

• Woopra offers data analytics across the entire customer journey, along with customer segmentation tools.

• Woopra also provides one-click integration with a host of other popular marketing and sales tools.

Cons of Woopra

• The pricing of the Woopra platform can be prohibitive for smaller and medium sized businesses.

Free, Starter from $49 per month, Pro from $999 per month, Enterprise customer pricing.

Now you understand the top features, pros, and cons of the top 11 competitors of Google Analytics, let’s consider how you can choose the right one for you. 

How to choose a Google Analytics alternative that’s right for you

You have many options when looking for an alternative to Google Analytics. But the most crucial thing is to choose a web analytics tool that best suits your unique needs. Consider the following: 

• Budget: Choose the tool you can afford. But be sure the value you get is worth the money you spend.

• Data privacy: Check relevant data privacy regulations in your jurisdiction, and your audience’s. Then, ensure your web analytics tool complies with all of them to avoid costly non-compliance fines. 

• Unique needs or goals: Different web analytics tools have different capabilities. Identify what you want in a web analytics tool and what you want to measure. Then, only choose the tool that offers the features you need. 

The above considerations are important when choosing a suitable Google Analytics alternative. But the most important one is whether you can easily migrate your Google Analytics data into the tool.

Migrating from Google Analytics

The exact procedure of migrating from Google Analytics depends on the tool you choose. Regardless of the platform you will use, the following are vital considerations during data migration and when setting up the Google Analytics alternative. 

• Export all your Google Analytics data you want to retain. This can be in the form of a PDF, CSV, or Excel. That way, you have data backup in case of any data loss issue. 

• Choose a tool that allows you to import Google Analytics data. You don’t want to lose your data during migration. Web analytics platforms like Matomo have a built-in feature that allows you to import Google Analytics data directly into the tool without losing data in the process. 

• Configure tracking on the new platform to match what you had on Google Analytics. Ensure events, goals, and e-commerce tracking (if applicable) are set up correctly. Some web analytics tools allow you to import Google Analytics settings. This ensures you continue to measure and analyze user interactions effectively. 

Google Analytics alternatives: Keeping your options open

Web analytics tools help you measure, track, and report on website activities, such as sources of traffic and user clicks. This data informs your efforts in optimizing website performance. Google Analytics is the most used web analytics tool, but it is not the only option. 

To ensure you choose the best of the many Google Analytics alternatives, evaluate critical factors like data privacy, user-friendliness, scalability, and accuracy of a tool’s reports. Don’t forget to consider your budget and your business’s unique needs. That way, choosing a Google Analytics alternative that’s right for you is easy.

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