As more and more marketers lean into GA4, I’ve been getting the same question – are there any good analytics alternatives to GA4? The great answer is yes, there is, but you’ll need to understand your tracking needs both now & in the future before contemplating a switch. Here are a few criteria that might help review alternatives more in-depth:

• Key features & metrics 
• Cost of the platform
• Level of customer support
• Privacy and security features

I would make sure you speak with stakeholders at your organization to ensure that any metrics you need to be tracked will be available in any alternative tracking tool you select. 

With all that as context, here are a few of the most popular GA4 alternatives we’re seeing brands adopt in 2023: 

Matomo

Matomo, a free, open-source analytics platform, provides several features:

• Event tracking
• Heatmaps
• User segmentation
• E-commerce tracking

Visit Matomo. Although the basic version is free, premium plans start at €19/month.

Piwik PRO

Piwik PRO offers a robust set of features:

• A/B testing
• Multivariate testing
• Predictive analytics
• Audience segmentation

Visit Piwik PRO. Contact their sales team for pricing information.

Fathom Analytics

Fathom Analytics, a privacy-focused platform free from cookies or third-party scripts, includes:

• Simple, user-friendly interface
• Real-time analytics
• Data aggregation
• Unlimited sites on one account

Visit Fathom Analytics. Pricing starts at $14/month.

Plausible Analytics

Plausible Analytics, also privacy-focused, is simple, lightweight, and easy to use:

• Real-time analytics
• Visitor breakdown by country and device
• Referral sources tracking

Visit Plausible Analytics. Pricing starts at $6/month.

Woopra

Woopra offers both CRM and analytics capabilities:

• Real-time analytics
• Customer journey tracking
• Trends analysis
• Retention reports

Visit Woopra. Pricing plans start at $349/month.

Mixpanel

Mixpanel, an event-based analytics platform, includes:

• User interaction tracking
• Funnel analysis
• User segmentation
• Retention analysis

Visit Mixpanel. They offer a free plan, while paid plans start at $17/month.

Heap

Heap, suitable for tracking user behavior over time, offers:

• Event-based tracking
• Real-time analytics
• User segmentation
• Retention and funnel analytics

Visit Heap—contact Heap for pricing information.

Adobe Analytics

Adobe Analytics, an enterprise-level analytics platform, provides the following:

• Real-time analytics
• Multichannel data integration
• Advanced segmentation
• Predictive analytics

Visit Adobe Analytics. Contact Adobe for pricing details.

Kissmetrics

Kissmetrics specializes in the following:

• User interaction tracking
• Funnel analysis
• User segmentation
• Cohort analysis

Visit Kissmetrics. Contact Kissmetrics for pricing details.

Hotjar

Hotjar, a user behavior analytics platform, includes:

• Heatmaps
• Scroll maps
• Session recordings
• Conversion funnels

Visit Hotjar. Pricing starts at €39/month.

Hubspot

Hubspot provides:

• Visitor tracking
• Website performance analysis
• Marketing campaign measurement
• CRM integrated analytics

Visit Hubspot. Hubspot’s pricing starts at $45/month for the Starter plan.

Marketo

Marketo, an advanced marketing automation platform, offers:

• Customer behavior tracking
• Personalized messaging
• Multichannel marketing
• ROI tracking

Visit Marketo. Contact Marketo for pricing details.

Summary

Overall, the ideal analytics platform will largely depend on your specific needs (I know…shocking). However, as you dig into alternatives I will also mention that GA4 is continuing to build out reporting & features, so it may still be the right analytics choice for your organization in the long run.