The best alternatives to Google Analytics

As I'm sure you know Google Analytics has recently been updated. Google Analytics 4 is now a reality and it is what Google wants us to use. If this is something that worries you, you are not the only one, since Google Analytics 4, as interesting as it is, requires a small learning period due to the changes it brings with it.

Fortunately it is possible to find some free alternatives to Google Analytics and that is what we are going to take care of in this article. Here you will find the best alternatives to Google Analytics, lighter and easier to use tools so you can analyze your business data without any problems.

What drives you to look for an alternative to Google Analytics 4?

I'm pretty sure that if you are looking for an alternative to Google Analytics it is partly because of the change to Google Analytics 4. It seems that the learning curve is higher and in the day to day in digital marketing or raising a project or a business we barely have time to learn new tools.

Look at Google Trends worldwide how searches related to "alternatives to Google Analytics 4" have increased since December 2021.

evolution of google analytics 4 alternative searches in google trends

You are not the only one.

The alternatives to Google Analytics that exist are very good, and sufficient for what you usually do on a daily basis, but in my opinion, you should combine them with Google Analytics. Those of us who work in digital marketing live very much inside, whether we like it or not, the Google ecosystem, with all the good and bad that it entails.

One way to "escape" from the domains of the new Google Analytics 4, taking advantage of its full potential and without giving up this great tool, although hated by many people, is to resort to Google Analytics dashboards in Looker Studio.

A Looker Studio report with Google Analytics 4 data, as long as it is well done, allows you to see GA4 data without logging in, with improved usability, with the data you need without getting dizzy among so many options and without getting used to the big change it has undergone.

Here is an example of a Google Analytics 4 dashboard made with Looker Studio.


Matomo is a web analytics platform designed with open source code with which you will be able to perform a lot of different functions. Some of Matomo's most prominent features include data collection, reporting and data segmentation. In addition, for ease of use, it integrates seamlessly with a wide range of tools such as CRM, marketing automation and others.


Since it is an open source platform, you can use it for free. In addition to this, it also offers a paid option where additional features are included such as the ability to track more data, priority technical support or the possibility of having access to experimental functions that are added over time.

In addition to the fact that it is free, Matomo has other advantages such as its flexibility, customization and high level of privacy. Compared to Google Analytics 4, Matomo uses an event-based measurement data model, while Google Analytics uses data streams.

If you are looking for free web analytics tools and privacy is something you care a lot about, Matomo is quite an interesting option to consider instead of using Google Analytics 4.


Overtracking is a Spanish alternative to Google Analytics, which has unique and interesting features that differentiate it from Google's tool. This tool has been designed to facilitate its use to all those users who want to perform a web analysis and have no experience in using all these tools.


One of the main aspects Overtracking is known for is its simplified analysis. Unlike Google Analytics 4, Overtracking presents the data in a way that is much easier to understand, without overwhelming the user with information they don't understand. In addition, another of the most interesting aspects of Overtracking is that it provides the data in real time.

With Overtracking you will have updated information about the members that are live on your website, the devices that are being used or the most visited pages. Undoubtedly, one of the most interesting aspects of Overtracking is that it has heat maps, a visual tool to identify in a much simpler way the areas that are most used within a website.

Finally, with Overtracking you will also be able to record sessions to see what route your visitors take and thus better understand their experiences and behaviors. As for payment plans, Overtracking has four different payment options from which you can choose depending on what you need, but it also has a free plan so you can see how it works.

Adobe Analytics

If you regularly use Adobe software in your business, you will find this Adobe Analytics especially interesting because of how well it integrates into the Adobe ecosystem. Adobe Analytics integrates easily with other Adobe tools such as Adobe Experience Cloud, allowing you to manage your business in an integrated way.

adobe analytics

As for the features of the tool itself, we are talking about an advanced analysis tool that is designed for large companies. This tool responds very well to pages that have a large volume of traffic and have several websites. Adobe Analytics performs very well with real-time analytics and offers several features.

It features advanced tracking and analytics such as behavioral testing, A/B testing and detailed audience segmentation in addition to the aforementioned real-time analytics. To make it accessible to all companies, Adobe Analytics can be customized as much as you want. This tool has different pricing plans with more or less advanced features in each of them.


Unlike Google Analytics 4, Amplitude is a much more specific tool, 100% focused on the analysis of a product. This tool revolves around the concept of events and properties. From the information obtained on events and properties, Amplitude offers Charts where you can cross-reference and visualize information in a much simpler way.


Amplitude has several plans, one of which is completely free. While Google Analytics is a much more generalist tool, with Amplitude we can get more detailed analysis, so it can be used to work better the user experience by having a more detailed analysis of all user interactions of a website.

To make it more accessible to the less experienced user, Amplitude offers a whole series of tools to facilitate the understanding of the different Charts and events on the platform, such as descriptions and tags.

Microsoft Clarity

Microsoft Clarity is Microsoft's web analytics tool. It is a completely free tool that, despite having several similarities with Google Analytics 4, has its own differences that make it a very interesting alternative.

While Google Analytics is designed with website traffic analysis and metrics in mind, Microsoft Clarity focuses on recording user sessions. This allows you to better visualize the user experience and know what journey or practices they are taking on your website. Unlike Google Analytics, with Microsoft Clarity you will be able to record user sessions.

microsoft clarity

One of the advantages you have when using Microsoft Clarity is heat maps. Microsoft Clarity provides maps where you can click and see how visitors move within the pages of your website. With this tool you can also analyze the efficiency of interactive elements and forms, so you can get a much more detailed view of the individual users of your website.

Fathom Analytics

Fathom Analytics is a great alternative for those who are afraid of Analytics 4 and its complexity. This web tool stands out for its minimalist character that works perfectly on any website regardless of the features of the CMS used.

The main advantage of Fathom Analytics is its ease of use. This is a tool that does not require a lot of time to study its operation, since it is possible to obtain valuable data from very early on. Another feature of Fathom Analytics is that it does not use cookies, something that mainly differentiates it from Google's tool.


Since Fathom Analytics does not track users it may not have as much depth of information as Google Analytics, but it is light and powerful enough for the vast majority of users looking for detailed information about their website. Fathom Analytics has support for events and is also capable of displaying device, browser and country information.

Fathom Analytics has 3 monthly rates for which there is no obligation of permanence. Depending on the number of page views per month the price will vary from 12.76? to 40.12? maximum.


Plausible is an open source tool. It is a fairly lightweight tool that has several differences with respect to Google Analytics.


As it is an open source system you can inspect its code on GitHub. This tool complies with all privacy regulations and does not use cookies. In addition to this, it does not collect personal data either, so you will not need to display the cookie banner or a privacy policy, as you will not be collecting any data.

Plausible is a very easy to use tool with a very lightweight script. With a script 45 times smaller than Google Analytics, it does not slow down loading times at any time. Although the statistics it measures are private, they can be shared with custom links for ease of use.

With Plausible you can easily track events, goal conversions and campaigns, and also receive all the reports periodically in your email. This tool has several options when it comes to contracting it, the lowest price being 8.21? per month with no obligation of permanence and up to 10,000 page views.

Simple Analytics

True to its name, Simple Analytics stands out for being a very simple tool. With this tool you will find the simplest metrics. You will be able to analyze the unique visitors to your website, the number of pages viewed, the most viewed pages, the referrals to know where your visitors come from, the type of device they use, the country and the browser.

This tool does not use cookies nor does it collect any personal data, so you can save yourself from the classic warnings on your website. Just as the metrics are simple, so is its interface. Its clean and simple interface shows only what is necessary so you don't get lost among the metrics.

simple analytics

It also stands out for how easy it is to install in WordPress through a plugin and also allows you to export the data without having to be processed in CSV format.

In order to adapt to all user profiles , there are 3 different payment plans with the cheapest at 9?, the intermediate at 49? and the highest at 99? Each of the plans has its own advantages and all of them can be tested for free to know which plan is the right one.


Finally, Clicky. With Clicky we are faced with an analytics software that performs more functions than just tracking key metrics, it is able to view the actions of your visitors, generate term maps and monitor uptime among many other different options.

Clicky has several different payment plans depending on the websites you want to analyze. Fortunately, there is also a free plan that includes up to one website and offers the most basic measurement functions and up to 3000 visits per day. To have some of its most popular features such as heatmaps you need a plan that costs 13.68? per month.


This tool is cloud-based and never slows down your website, making it perfect for analyzing various facets of your website without affecting its performance. With Clicky you will not have to deal with some of the problems that Google Analytics 4 has, for example, the inaccuracy in the calculation of sessions that it usually has due to the lack of historical data.

One of the most interesting features of Clicky in addition to all the options it has is its giant screen. Thanks to this feature you will have at your disposal in a single window frame all the traffic statistics of your website in real time. In this screen you will be able to see real-time metrics such as visitors, goals, visitor actions, engagement time, tracked revenue, most searched terms and many more.

To further enhance the ease of use, Clicky integrates seamlessly with systems such as WordPress, Shopify or Squarespace among others.

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