26 Powerful Google Analytics Alternatives to Consider in 2025

Despite this, some businesses still opt for a Google Analytics alternative. One reason for this is that Google Analytics is arguably best suited for B2C companies and doesn’t meet the specific needs of B2B companies.

The good news is that there is no shortage of Google Analytics tool alternatives offering the data that you won't find in GA4. Many of these are even designed to fit specific B2B needs, for example, Leadfeeder recognizes which businesses are visiting your site.

To help you decide which is the best Google Analytics alternative for your business, we’ve selected 26 web analytics tools and split them into four categories based on data type:

1. Lead and customer analytics

2. SEO analytics

3. Performance analytics

4. Full marketing suites 

Let’s dive in.

Note: Looking for a neato Google Analytics alternative? Look no further, it’s us. Sign up for a free 14-day Leadfeeder trial today.

Why should you consider alternatives to the current Google Analytics services? 

Despite its popularity, Google Analytics has several limitations. For starters, GA uses a lot of terms and filter names that might not make much sense to the average user. In fact, Google offers a whole bunch of online courses to help you figure out how to use it.

Great, right? Well, not everyone has the time or know-how to spend weeks learning how to use the platform, meaning it's not a great choice for beginners or less tech-savvy teams.

On top of that, Google Analytics 4 (the latest version of GA) is totally different from previous versions—which means you could spend months figuring out how to use Google Analytics, only for it to get completely changed around in a few years.

Some of the other issues that have been reported with GA include:

• Constant changes: Google often updates GA, which means menus, metrics, and features may be hard to find, even for regular users. Sometimes they even delete data with little to no warning. 

• Unwanted data: GA includes data from internal users and bots, which can skew your results. For example, if your sales team is repeatedly looking at your own landing page, you might think it's getting more website traffic than it is.

• Missing data: To be GDPR compliant, you need to ask for permission. This means if visitors decline to be tracked, you might not get a complete picture of your data. 

• Inaccurate data: Despite what many marketers think, Google Analytics doesn't track everything on your site. Many of the numbers it provides could be approximations, which isn’t ideal if you’re basing crucial business decisions on this data. 

• Freemium model: While GA4 is free to users, it is not designed with enterprises in mind. Good Analytics 360 offers enhanced features, including stronger data processing, more integration options, and dedicated support. Google Analytics pricing is not readily available, and you will need to contact a sales representative to find out how much a subscription will set you back.

Finally, Google Analytics doesn't tell you who visits your site or what pages they view in succession (which Leadfeeder does, by the way).

Is Google Analytics GDPR compliant?

Here's the thing—despite being the OG of analytics, Google Analytics is NOT GDPR compliant out of the box. Louder for the people in the back!

This means you could be running afoul of international regulations and not even know it when using GA4. It is also one of the main reasons businesses are opting for Google Analytics competitors. 

There are ways to make GA4 compliant, the first (and easiest) of which is to simply ask for user permission. Google outlines what type of consent you'll need to request here.

Another way is to limit your data sharing and anonymize most of your data. However, this can be a bit of a hassle. 

The last way, of course, is to use an alternative to Google Analytics that is truly GDPR compliant.

The best alternatives to Google Analytics in 2025

Disclaimer: This comparison is intended for guidance purposes only and has been provided in good faith and to the best of our knowledge using the information available at the date of publication. All ‘Trademarks’ are the property of their respective owners. We are not endorsed by, directly affiliated with, maintained, authorized, or sponsored by any trademark holder referenced herein.

Lead and customer analytics

There are several GA4 alternatives that enhance targeted prospecting by providing deeper insights into leads’ behaviors. These substitutes supplement GA's functions, guaranteeing a holistic comprehension of your audience. 

1) Leadfeeder by Dealfront

Leadfeeder, now part of Dealfront, is a web visitor identification and web analytics tool built for marketers and sales teams. By identifying exactly which companies are visiting your website, including those who don’t fill out a contact form, Leadfeeder creates a shortlist of prospects that have already shown interest in your product. 

Together with Dealfront’s truly compliant contact database of over 40 million companies, our high-level SaaS solution boosts your lead prospecting strategy and helps your sales team achieve conversion success. You can even see exactly which web pages visitors are viewing, which lets you reach out to them with a laser-targeted sales pitch or utilize web personalization.

You can also easily sync Leadfeeder to your chosen CRM for an even smoother sales pipeline.

Pricing: Sign up for our 14-day free trial to fully explore all our features. 

2) Mixpanel

Marketing and sales teams of product-based companies (including virtual products) use Mixpanel to improve their sales funnel with a mix of A/B testing, event-tracking, and user behavior analytics. It tracks user behavior by gathering data on their actions, such as clicks, taps, and other engagements. 

With Mixpanel, you can analyze and visualize this data to gain insights into user activities. Their interactive reporting tool makes it easy to pull data about product usage metrics and generate relevant reports. It allows you to make informed decisions about improving user experiences, optimizing features, and enhancing overall performance. 

Pricing: A free plan is available; monthly Growth plans start at $28/month. 

3) Heap

Heap is a Google Analytics replacement designed to give less tech-savvy folks easy access to advanced analytics for their websites, mobile apps, and cloud services. 

It simplifies the process of data collection and analysis by offering an intuitive and user-friendly interface. 

It's fast to set up and automatically tracks all user interactions without requiring you to write code or set up extensive instrumentation. It also offers retroactive analytics when you want to investigate the impact of a change on your site or app.

Pricing: Free plan available; contact for paid plan pricing.

4) Piwik PRO Analytics Suite

Piwik PRO Analytics Suite (PPAS) is a privacy-friendly alternative to Google Analytics. 

Tailored for industries managing sensitive client information, such as government, healthcare, or finance, it's a prime choice for organizations prioritizing data protection regulations. 

This platform allows comprehensive analysis of the entire customer journey spanning desktop, mobile, apps, and intranet, even within secure post-sign-in zones. 

Few other platforms offer monitoring within secured areas while adhering to the most stringent security protocols. Moreover, PPAS is user-friendly, offering product training and consulting support..

Pricing: Free core account; Enterprise plan from €10,995/year.

5) Smartlook

Smartlook is a user behavior tool that records visitors on sites, mobile apps, and games.

It provides insights into user behavior on websites and mobile apps through session recordings, heatmaps, and event tracking. Smartlook lets you visually understand how visitors interact with your platform by recording and replaying visitor sessions, highlighting clicks, taps, and navigation paths. 

This comprehensive analysis assists in optimizing user experiences, identifying potential issues, and making data-driven decisions to enhance digital presence.

Pricing: A free plan is available. Pro plan from €55/month.

6) Woopra

Woopra provides website analytics based around touchpoints, such as interactions with live chat or user behavior after onboarding emails. This makes tracking and connecting data across multiple properties and platforms easier.

Woopra offers features like customer profiles, funnels, retention analytics, and segmentation to help businesses gain insights into user behavior, engagement, and conversion paths. The tool watches customers as they navigate the customer journey via data-driven analytics.

Pricing: A free plan is available for up to 500K actions. Pro plans start at $999/month. 

7) GoSquared

GoSquared is a Google Analytics competitor that tracks site visitors and campaign data points in real time. It can show visitors' traffic source and what pages they're viewing. 

With features like live chat, customer profiles, and intelligent analytics, GoSquared allows you to engage with website visitors, identify trends, and gain insights into their behavior. This makes it easier to segment your audience and engage with clients at every step of the buyer's journey. 

The platform also supports sales with live chat, team inbox, and built-in CRM.

Pricing: Plans start at £9/month.

8) FoxMetrics

FoxMetrics is a digital marketing and personalization analytics platform specializing in segmentation and data visualization for restaurant brands. It helps gather, enrich, and visualize data, so you aren't just collecting more data — you can use it more efficiently.

Reports cover sessions, users, page views, custom events, and more. One of its unique features is its ability to integrate data from various sources, providing a holistic view of customer interactions across different channels. 

This platform allows you to create detailed customer segments based on behavior, demographics, and interactions.

Pricing: From $399/month.

Simplified web analytics

In some instances, individuals and small businesses can benefit from more straightforward web analytics than those provided by the Google Analytics tools. Competitors such as StatCounter and Clicky position themselves as streamlined substitutes for Google Analytics, concentrating solely on essential metrics. This focus ensures website owners stay informed without unnecessary complexities. 

For web analytics, simplicity holds significant value, particularly for those with constrained resources or precise tracking requirements. These tools highlight the essentials without inundating users with surplus analytics data. 

9) Statcounter

Statcounter offers a simple interface for basic site analytics and reports on web page views, sessions, site visitors, and new visitors. 

This basic dashboard is free for up to 500 page views. Statcounter also provides advanced paid features, such as reports for bounce rate, conversion rate, and paid traffic. 

The platform's simplicity in navigation and comprehensibility makes it a favorable choice for those seeking fundamental yet impactful analytics without delving into complex data structures. If you’re looking for a free Google Analytics alternative, this is a good place to start.

Pricing: Free plan is available; paid plans start at €7/month based on page views and session replays. 

10) Clicky

Clicky is a flash-free, real-time analytics solution. While the tool offers all the basic analytics, such as site referrers and visitors, it also includes many additional features. 

With Clicky, you can harness a range of functionalities to monitor and analyze your website's performance in real time. It empowers you to track visitor behavior, analyze traffic sources, and assess engagement metrics. 

You can explore detailed heatmaps to understand user interaction with your site, delve into individual visitor paths, and gain insights into bounce rates and conversions.

Pricing: Free plan is available; paid plans start at $9.99/month.

11) Matomo

Matomo is a privacy-focused analytics and testing platform. Features include common site analytics, such as goals and campaigns, video and audio analytics, keyword tracking, A/B testing, and online form audits.

Some notable features include customizable dashboards for personalized data visualization, robust security measures ensuring data sovereignty and compliance, and an extensive range of plugins to expand functionality according to your specific needs. 

It also provides detailed reports on e-commerce analytics, enabling you to track sales, revenue, and conversion rates efficiently. You can choose between free on-premises hosting or a paid cloud-based subscription service.

Pricing: Free on-premises; Cloud plans start at €19/month.

SEO analytics

Unlike Google Analytics tools, which focus on site traffic and behavior, SEO analytics tools help you optimize how your site and content ranks.

Search engine optimization is a data-heavy process, so it makes sense that the tools to monitor it should be rich with analytics.

Competitors of Google Analytics are normally a good choice for SEO analytics, as their tools focus solely on this instead of many different website analytics.

12) Semrush

Semrush offers many of the features the other SEO tools offer. However, it does more on the brand monitoring side than just monitoring backlinks. 

Semrush extends its capabilities further in various aspects of digital marketing. It also has built-in advertising research to help you understand your competitors' ad strategies and budget. 

Beyond brand monitoring and advertising research, it offers a comprehensive social media toolkit that allows you to manage and analyze your social presence across different platforms. 

Additionally, Semrush provides detailed insights into content marketing strategies, aiding in content ideation and optimization by analyzing top-performing content and identifying relevant topics. Semrush is pricey, but it does offer a ton of data. 

Pricing: Plans start at $139.95/month.

13) Ahrefs

Like other SEO tools, Ahrefs gives site owners an analytics dashboard view of their SEO performance with domain authority, organic keywords, etc. 

The SEO platform is best known for its keyword research, intense crawling, and extensive backlink library. Ahrefs excels in several other key areas essential for robust digital marketing strategies. Notably, Ahrefs offers a powerful content explorer tool that helps you identify high-performing content ideas by analyzing what works best in your niche or industry. 

Moreover, the Content Gap Analysis feature allows users to identify content opportunities by comparing your site against competitors to uncover topics you might be missing.

Pricing: Plans start at $129/month.

14) Serpstat

Serpstat is an all-in-one SEO tool with an in-depth analysis of organic searches and keywords and the SEO performance of your content and your competitors. 

Serpstat goes beyond just organic searches and keyword analysis. It offers a comprehensive suite of SEO tools that delve into various aspects of your website's performance and your competitors. 

In addition to in-depth keyword research and organic search analysis, Serpstat provides detailed insights into backlink analysis, allowing you to understand your link profile and identify opportunities for improvement. 

It also offers site audit features that help you identify technical SEO issues and optimize your website's structure for better search engine rankings. 

Pricing: Plans start at $59/month.

15) SE Ranking

SE Ranking has many of the same features as Serpstat, but with a slightly cheaper price tag. 

There are two main reasons for the price difference. One is the amount of data you're able to track. For instance, for $479/month with Serpstat, you can track 5,000 keywords per day. For $359/month with SE Ranking, you can track 10,000 keywords.

The second reason is that SE Ranking does not have the same keyword repository as Serpstat.

But, the tool offers several personal and business plans available, making scaling easier.

Pricing: Plans start at $52/month.

Brand performance analytics

Your brand's impact stretches beyond just its website and social media channels. It's crucial to gauging public perception, which can be used to shape your brand's reputation and success. Brand performance tools are vital here, allowing you to track and analyze content sharing and related conversations. 

The following alternatives for Google Analytics offer valuable insights into how your brand is perceived, helping you understand its image and make informed decisions to further its success.

16) Mention

Mention scours the web for mentions of your brand or products, as well as your competitors. It uses AI to discern between positive and negative mentions, and creates detailed reports of how your company is faring online.

Its robust monitoring system continuously scans various online platforms, including social media, forums, news sites, blogs, and more, to identify instances where your brand or specified keywords are mentioned. 

By providing real-time alerts and detailed analytics, Mention empowers you to manage your brand reputation effectively and stay ahead by understanding the broader conversations within your industry or niche.

Pricing: Plans start at $41/month.

17) Chartbeat

Chartbeat tracks the performance of your site content, provides you with real-time data, and helps you keep tabs on social media mentions. It's tailored for the publishing industry with customers like the Washington Post, ESPN, and The Atlantic.

It provides insightful audience engagement metrics, allowing you to understand how readers interact with your content, including scroll depth and attention time. Moreover, Chartbeat's robust analytics encompass overall traffic and detailed insights into traffic sources, enabling you to optimize content distribution strategies effectively. 

Furthermore, it offers tools for headline testing, helping publishers maximize reader engagement. 

Pricing: Contact for plan information.

Full marketing suites

All-in-one suites weave analytics into tools that help you track and leverage marketing and sales data. Instead of providing a full picture of your website or SEO performance, they focus on customer behavior, lead generation, and keyword retention. These are the best Google Analytics alternatives if you are looking for an all-in-one solution.

18) Hotjar

Hotjar is a versatile tool that helps you understand how users interact with your website. It offers various features such as heatmaps, session recordings, and user surveys to gather insights into user behavior. With heatmaps, you can visualize where users click, move their cursors, or scroll on your site, highlighting high and low engagement areas. 

Session recordings allow you to watch individual user sessions, observing how visitors navigate through your website. Additionally, Hotjar enables you to create surveys and collect feedback directly from users, aiding in understanding their needs and preferences.

Pricing: Free plan available; paid plans start at €32/month.

19) HubSpot

HubSpot does a lot if you're looking for a one-stop shop for your marketing needs. Among the many tools in its marketing platform are site and SEO analytics. 

HubSpot aids with the lifecycle of a marketing campaign, from creation to sales follow-up. Its related analytics include campaign performance and conversion tracking.

One thing HubSpot doesn't do is tell you what businesses are visiting your site. Add Leadfeeder to your marketing stack to complete your marketing-to-sales funnel.

Pricing: Free tools are available; paid plans start at $15/mo for their marketing platform.

20) Optimizely

Optimizely is a robust platform that includes web testing and analytics and the ability to personalize web experiences for site visitors. Optimizely also offers server-side experimentation, a similar platform tailored to product and app developers.

With Optimizely, you can test various elements of your digital properties, such as layouts, designs, copy, and functionalities, to determine what resonates best with your audience. Additionally, it provides comprehensive analytics and insights, allowing you to understand user behavior, preferences, and the impact of changes on critical metrics. 

Pricing: Request pricing.

21) Adobe Analytics

Adobe Analytics is part of Adobe's Experience Cloud suite for enterprise-level companies. Adobe Analytics tracks your website, mobile app, and brand channel's real-time user behavior and campaign performance data. 

The rest of the suite uses this data to create personalized site and campaign-level experiences, such as product recommendations or customized landing pages.

Pricing: Contact for pricing.

22) Fathom

Fathom provides insights into how people interact with your website so that you can find out what is working and what isn't—without relying on third-party data collection or intrusive tracking methods.

This tool is designed to provide website owners with essential insights into their site's performance while prioritizing user privacy. Fathom offers simplified analytics. It focuses on key metrics like page views, unique visitors, and referral sources without tracking invasive personal data. 

It emphasizes data privacy by not using cookies or collecting identifiable information, aligning with the principles of GDPR and user privacy regulations. 

Pricing: Plans start at $15/month.

23) Plausible

Plausible is an open source Google Analytics alternative. The project enables website owners to collect and analyze their data freely, removing concerns about potential misuse or exploitation.

Pricing: Plans start at $9/month.

24) Kissmetrics

Kissmetrics is a modern analytics platform that gives you the power to make real-time decisions based on actual user behavior. Kissmetrics empowers you to gauge user experiences comprehensively, encompassing site visits and interactions with your product or service. 

Additionally, you can gain invaluable insights into prime marketing channels, customer-preferred content, and pivotal features that fuel sales.

Pricing: Plans start at $25.99/month for 10K events.

25) Simple Analytics

Simple Analytics is a simple Google Analytics alternative. You gain immediate insights into your website traffic through a single dashboard, including visitor count, origins, and on-site behavior.

Simple Analytics records each visitor's IP address, browser, and operating system without the need for cookies or tracking pixels on your website. This grants you access to the same comprehensive data as Google Analytics, all while ensuring privacy and without burdening your website with excessive code.

Pricing: Free plan available; paid plans start at $10/month.

26) Contentsquare

Contentsquare is an advanced analytics platform that gives you deep insights into how users interact with your website or app. It visually represents user behavior through heatmaps, session replays, and journey analysis. 

With Contentsquare, you can see where users click, scroll, and spend time on your site, helping you identify areas for improvement and optimization. Its AI-powered features offer valuable insights into customer behavior, allowing you to understand the customer journey and make data-driven decisions to enhance user experiences. 

Pricing: Contact for plans.

Optimize your data tracking with the best alternative to Google Analytics 

What sets all the competitors to Google Analytics apart is their ability to address specific data needs. Whether you aim to construct an affordable marketing automation setup or seek tailored insights into your website's visitors, these alternatives offer diverse data beyond what Google Analytics provides.

The best part? Most of these tools offer free trial periods, enabling you to explore their functionalities before committing to the complete platform. This empowers you to make an informed decision through hands-on experience.

If you're unsure where to begin, start by pinpointing what you find lacking in Google Analytics and what features you seek in an alternative. Create a list highlighting these aspects and compare your needs to the competitors we have listed in this article. This way, you can find the best Google Analytics alternative for your business. 

Tired of the typical ol’ Google Analytics? Sign up for a free 14-day Leadfeeder trial to kick things up a notch.

FAQs on Google Analytics alternative options

What is Google Analytics for?

Google Analytics is one of the best known tools for understanding website and app performance. Deeper understanding of the behaviors of your customers is crucial for the success of any online business presence.

The selection of tools offered by Google Analytics provide data insights that can be used to improve user experiences, enable effective goal tracking, facilitate data-driven decision-making, provide competitor analysis, and empower personalized marketing campaigns.

Is Google Analytics free?

While the main platform offers users a range of free Google Analytics tools, there is also a paid version, known as Google Analytics 360, that provides advanced customization and applications that are better suited to large enterprises.

What is Google Analytics called now?

In July 2023, the previous version of Google Analytics, known as Universal Analytics, was sunsetted and replaced with the newer Google Analytics 4 (GA4), which is the version that is currently available for use.