Updated November 6, 2026
Google Analytics: The most widely used free website analytics tool. People look for alternatives when they need a lower price, a free plan or a better fit for a specific job.
These 8 tools cover similar ground. Each entry explains who it suits, how pricing works and what to watch out for.
| Tool | Best for | Pricing | Free plan |
|---|---|---|---|
| Amplitude | Product-led companies analysing user behaviour | Freemium | Yes |
| Fathom Analytics | Businesses wanting GDPR-friendly analytics | Free trial | No |
| Hotjar | Marketers and UX teams understanding on-page behaviour | Freemium | Yes |
| Matomo | Organisations that need full ownership of analytics data | Freemium | Yes |
| Microsoft Clarity | Anyone wanting heatmaps and recordings at no cost | Free | Yes |
| Mixpanel | Product teams improving apps and SaaS products | Freemium | Yes |
| Plausible Analytics | Site owners who want simple stats and privacy compliance | Free trial | No |
| PostHog | Engineering-led product teams | Freemium | Yes |
Digital analytics platform for product and growth teams.
Free plan available. Paid plans add more features and limits.
Who it suits: Product-led companies analysing user behaviour.
Privacy-first website analytics with a simple dashboard.
Paid plans with a free trial.
Who it suits: Businesses wanting GDPR-friendly analytics.
Heatmaps, session recordings and feedback surveys.
Free plan available. Paid plans add more features and limits.
Who it suits: Marketers and UX teams understanding on-page behaviour.
Open-source analytics platform you can self-host.
Free plan available. Paid plans add more features and limits.
Who it suits: Organisations that need full ownership of analytics data.
Free heatmaps and session recordings from Microsoft.
Free to use.
Who it suits: Anyone wanting heatmaps and recordings at no cost.
Product analytics for tracking user events, funnels and retention.
Free plan available. Paid plans add more features and limits.
Who it suits: Product teams improving apps and SaaS products.
Simple, privacy-friendly website analytics without cookies.
Paid plans with a free trial.
Who it suits: Site owners who want simple stats and privacy compliance.
All-in-one product analytics, session replay, feature flags and experiments.
Free plan available. Paid plans add more features and limits.
Who it suits: Engineering-led product teams.
Analytics tools show who visits your website or app, what they do and where they drop off. Privacy-focused tools avoid cookies; product analytics tools track events and funnels; session tools show recordings and heatmaps.
Prices and features change often. Check each vendor’s website for current plans before you buy.
