Google Analytics 4 Alternatives

As Google Analytics 4 becomes the standard, many people are finding it to be hard to use and not beginner-friendly, many feeling forced to adapt to this ridiculous change.

The switch to GA4 means all data in Universal Analytics will be deleted, a wake-up call that shows you just how much control Google has over your data.

For those looking for alternatives, I’ve compiled a list of the best Google Analytics 4 alternatives that WON’T do that.

Key Highlights

• Fathom is a privacy-focused website analytics tool

• MixPanel offers advanced insights into user behavior and engagement

• Plausible is a simple and privacy-friendly web analytics tool

• SEMRush Traffic Analytics provides in-depth website traffic analysis

Why Google Analytics 4 Sucks

Google Analytics 4 can be difficult to use, especially for beginners. It requires too much tinkering and is not as intuitively easy to learn as Universal Analytics. The switch also means all data in Universal Analytics will be deleted.

However, GA4 does have some benefits, such as more in-depth analytics and integration with Looker Studios.

Why It’s Good

• More in-depth analytics than Universal Analytics

• Integrates with Looker Studios

Google Analytics 4 Alternatives

Here are the top alternatives to Google Analytics 4:

Fathom

This app is my favorite out of the list so far, I’ve actually written up a whole Fathom review, but to keep things short, I personally currently use Fathom.

I might be a bit bias towards them, but out of the apps I tried, theirs stuck the most, but the other options were great as well.

I’d also like to make clear that I do earn a small commission when/if you do end up using Fathom, but either way, I do personally use and pay for this app.

Fathom is a privacy-focused website analytics tool that provides real-time insights into your website’s traffic. Its simple and easy-to-use interface makes it a great alternative to GA4 for beginners.

Fathom is by far (in my opinion), the best alternative, and currently the only one I use. Personally, since I operate multiple sites, I like that they have a summary and visual view of all the sites in one go.

Highlights

• Privacy-focused analytics that don’t rely on cookies or personal data

• Real-time analytics

• Customizable dashboards and reports

• Pageviews, bounce rates, and session durations

Installation

It’s extremely easy to install, set up in 3 steps.

Step 1. Go to “create a new site“

Step 2. Copy the embed code

Step 3. Paste it into your

Fathom Features

Live Visual Analytics

Page Visits & Sources

Devices, Demographics, Events & UTM

When compared to GA4, Fathom provides a simpler interface with fewer features. However, it excels in providing privacy-focused analytics without relying on cookies or personal data. Here’s a table comparing its features to GA4:

The Verdict

Fathom is my favorite, and that’s currently what I use. I highly recommend you get their free trial and add all your sites. Plans start at $14/mo and is well worth the cost.

MixPanel

MixPanel is another great analytics platform that offers advanced insights into user behavior and engagement.

It offers more advanced features compared to Fathom, making it an excellent alternative to GA4 for businesses that require detailed analytics. Some of its key features include:

• Real-time event tracking and analysis

• User segmentation and cohort analysis

• A/B testing and experimentation

• Funnel analysis and conversion tracking

• Customizable dashboards and reports

MixPanel’s advanced analytics features make it an ideal alternative to GA4 for businesses that require detailed insights into user behavior and engagement. Here’s a table comparing its features to GA4:

Features

In-depth Analytics

KPI Tracking

Split Testing

Funnel Reports

Retention Reports

The Verdict

It’s a great platform if you want to track a ton of data, not the best option for building niche sites and so I don’t have much of an opinion in that sense.

I have used it for clients that have a lot of stuff to track, but for my own Niche Sites, I’ve not had the need to use it.

Plausible

Plausible is a privacy-focused website analytics tool that provides simple, lightweight, and affordable analytics that respect users’ privacy. I’ve summarized its features into the following:

• Easy to use and understand with no training or prior experience

• Quick and easy to integrate with popular tools

• Offers a powerful and flexible API for programmatically retrieving stats

• Provides email and Slack reports, with the ability to set up traffic spike notifications

• Can serve the script as a first-party connection for more accurate stats

• Owns and controls your data, never shared or sold to third parties

• Allows filtering of the dashboard by clicking on any metric

• Integrates with Google Search Console to see search queries people use to find your site

• Can analyze marketing campaigns with UTM tags

Features

Plausible has pretty much the same base features as Fathom and Universal Analytics, but their subscription costs just $9 per month.

SEMRush SEO Dashboard

This one is a bit different. It’s a free tool by SEMRush, but it connects to Google Analytics and shows you pretty much a summary of what you regularly got in Universal Analytics.

SEMRush Traffic Analytics in your SEO Dashboard provide insights into your website’s traffic sources, as well as your Search Console stats and more.

• Competitive analysis

• Top Page Views

• Google Search Console data

• Organic Keywords

• Backlink Analytics

• Traffic source insights

• Historical data

• Geo-distribution of traffic

• Audience insights

Features

Top Page View

Google Search Console

Organic Keywords & Backlink Analytics

The Verdict

I use SEMRush SEO Dashboard quite a lot, it’s free and provides a lot of insights that GA4 doesn’t. I highly recommend you read my article going more in depth about SEMRush’s free features, as well as this other article about free keyword research tools.

Noteworthy Free Google Analytics 4 Alternatives

While the GA4 alternatives mentioned above are feature-rich and powerful, some people might not want to spend money on website analytics tools.

Fortunately, there are several free GA4 alternatives that offer basic analytics capabilities. Here are three options worth considering:

1. Matomo Analytics: Formerly known as Piwik, Matomo is a free and open-source web analytics platform that lets you track website visitors, generate reports, and gain insights into your website’s performance. It offers features such as real-time analytics, pageview tracking, and goal tracking. Matomo also provides data ownership and user privacy features that allow you to retain control over your website data and comply with privacy regulations.

2. Clicky: Clicky is a real-time web analytics tool that offers detailed information on website visitors, traffic sources, and behavior. It allows you to track individual visitors and view their activity on your website in real-time. Clicky also provides heatmaps and uptime monitoring features. While Clicky’s free plan is limited to one website and 3,000 daily pageviews, it offers several paid plans with more advanced features.

3. Open Web Analytics: Open Web Analytics (OWA) is a free and open-source web analytics software that provides website traffic reports and real-time analytics. It supports a wide range of platforms and offers features such as pageview tracking, goal tracking, and e-commerce tracking. OWA also offers several plugins that allow you to extend its functionality.

While these free alternatives may not offer as many features as the paid tools listed earlier in this article, they are still viable options for those who are just starting out or have limited resources.

Key Takeaways

• Google Analytics 4 is not beginner-friendly and requires too much tinkering.

• There are many Google Analytics 4 alternatives, each with its own unique features and capabilities.

• Fathom, MixPanel, Plausible, and SEMRush Traffic Analytics are some of the best alternatives to GA4.

• When choosing an alternative to Google Analytics 4, consider your needs, preferences, and budget.

• Experiment with different tools to find the one that works best for you and respects users’ privacy.

Disclaimer: We earn a small commission from some of the platforms mentioned on this page.