6 Best Google Analytics Alternatives in 2025
Last updated: February 2026 • 20 min read
Google Analytics is a popular tool for any website wanting comprehensive analytics. While it offers a free tier (Free with full features), its paid plans start at Free. Whether you're looking for a cheaper option, better features, or an open-source solution, we've compiled the 6 best Google Analytics alternatives to help you find the right fit.
📋 Quick Summary
- Total alternatives: 6
- Free alternatives: 4 (Matomo, Umami, PostHog)
- Open-source options: Plausible Analytics, Matomo, Umami, PostHog
- Best overall: Plausible Analytics
- Best free: Matomo
Why Look for Google Analytics Alternatives?
People commonly look for Google Analytics alternatives for several reasons:
- Cost: While Google Analytics has a free tier, its paid plans starting at Free can add up quickly for growing teams.
- Feature gaps: Privacy concerns and complex interface are common complaints.
- Simplicity: Some users find Google Analytics overly complex for their needs and prefer simpler solutions.
- Data ownership: Organizations wanting data sovereignty prefer open-source, self-hosted alternatives.
- Better fit: Different tools excel at different use cases — you may find a tool that's specifically built for your workflow.
📊 Quick Comparison Table
| Tool | Free Tier | Starting Price | Rating | Open Source | Best For |
|---|---|---|---|---|---|
| Google Analytics | ✓ Free with full features | Free | ⭐ 4.2 | No | Any website wanting comprehensive analytics |
| Plausible Analytics | ✗ No | $9/mo | ⭐ 4.5 | ✓ Yes | Privacy-conscious website owners |
| Fathom Analytics | ✗ No | $14/mo | ⭐ 4.4 | No | Privacy-focused businesses wanting simple analytics |
| Matomo | ✓ Free (self-hosted) | $23/mo (cloud) | ⭐ 4.1 | ✓ Yes | Organizations wanting full-featured self-hosted analytics |
| Umami | ✓ Free (self-hosted) | $9/mo (cloud) | ⭐ 4.3 | ✓ Yes | Developers wanting self-hosted privacy analytics |
| PostHog | ✓ 1M events/mo free | Pay as you go | ⭐ 4.4 | ✓ Yes | Product teams wanting open-source analytics |
| Mixpanel | ✓ Up to 20M events/mo | $20/mo | ⭐ 4.3 | No | Product teams tracking user behavior |
Detailed Reviews of Each Alternative
Plausible Analytics
Simple, privacy-friendly Google Analytics alternative.
Plausible is a lightweight, privacy-friendly alternative to Google Analytics. It's fully GDPR compliant without cookies, making it possible to use without consent banners. The dashboard is simple and clean, showing key metrics without the complexity of GA4.
Pros
- ✓ Privacy-first
- ✓ No cookies needed
- ✓ Simple and clean
- ✓ GDPR compliant
Cons
- ✗ No free plan
- ✗ Limited advanced features
- ✗ No user-level data
- ✗ Fewer integrations
Fathom Analytics
Simple, privacy-focused website analytics.
Fathom Analytics provides simple, useful website analytics while maintaining visitor privacy. It offers a single-page dashboard with essential metrics, GDPR compliance without cookies, and blazing-fast performance. Founded by indie developers, Fathom has built a loyal following.
Pros
- ✓ Privacy-focused
- ✓ Beautiful dashboard
- ✓ Fast
- ✓ Indie built
Cons
- ✗ No free plan
- ✗ Limited features
- ✗ More expensive
- ✗ No user-level data
Matomo
Open-source web analytics platform with full data ownership.
Matomo (formerly Piwik) is the leading open-source web analytics platform, offering a comprehensive alternative to Google Analytics. It provides full data ownership, GDPR compliance, and can be self-hosted or used via cloud. Matomo offers features comparable to Google Analytics while keeping data under your control.
Pros
- ✓ Full Google Analytics alternative
- ✓ Self-hosted option
- ✓ GDPR compliant
- ✓ Feature rich
Cons
- ✗ Complex to self-host
- ✗ Plugin costs
- ✗ Performance issues
- ✗ UI dated
Umami
Simple, fast, privacy-focused open-source analytics.
Umami is a simple, fast, privacy-focused alternative to Google Analytics. It's open source and can be self-hosted, providing website analytics without collecting personal data. Umami is designed to be lightweight and easy to understand.
Pros
- ✓ Open source
- ✓ Self-hosted
- ✓ Privacy-first
- ✓ Simple and clean
Cons
- ✗ Basic features
- ✗ Requires hosting
- ✗ Limited advanced analytics
- ✗ Small community
PostHog
Open-source product analytics, feature flags, and session recording.
PostHog is an open-source product analytics platform that combines analytics, session recording, feature flags, A/B testing, and surveys in one tool. It can be self-hosted for complete data control and offers a generous free cloud tier. PostHog has quickly become popular among developer-focused companies.
Pros
- ✓ Open source
- ✓ All-in-one
- ✓ Generous free tier
- ✓ Self-hostable
Cons
- ✗ Complex setup
- ✗ Can be expensive at scale
- ✗ Learning curve
- ✗ Performance varies
Mixpanel
Product analytics platform for tracking user behavior.
Mixpanel is a product analytics platform that helps companies understand how users interact with their products. It offers event-based tracking, funnel analysis, retention analysis, and A/B testing. Mixpanel is popular among product teams at SaaS companies and mobile apps.
Pros
- ✓ Powerful product analytics
- ✓ Great free tier
- ✓ Easy to use
- ✓ Real-time data
Cons
- ✗ Expensive at scale
- ✗ Complex event setup
- ✗ Learning curve
- ✗ Limited web analytics
🏆 Our Recommendations
Best Overall Alternative:
Plausible Analytics — Privacy-conscious website owners
Best Free Alternative:
Matomo — Free (self-hosted)
Best Open-Source Alternative:
Plausible Analytics — Privacy-conscious website owners
❓ FAQ
What is the best free alternative to Google Analytics?
The best free alternative to Google Analytics is Matomo, which offers Free (self-hosted).
Is there an open-source alternative to Google Analytics?
Yes! Plausible Analytics, Matomo, Umami, PostHog are open-source alternatives to Google Analytics that you can self-host for free.
What is the cheapest alternative to Google Analytics?
The cheapest alternatives are the free options: Matomo, Umami, PostHog. For paid alternatives, prices start from as low as $9/mo.
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