Independently tested ranking
Best Web Analytics Tools in 2026
10 web analytics tools compared on reporting, privacy, ease of use and price, from free Google Analytics to cookie-free and product analytics.
- Tools compared
- 10
- With a free plan
- 7 of 10
- Median entry price
- $20/mo
- Average rating
- 4.5
On this page
Which web analytics tool is best?
The best web analytics tools in 2026 are Google Analytics for free all-round tracking, Adobe Analytics for enterprises, Matomo for owning your data, Plausible for simple cookie-free stats and PostHog for product teams. Google Analytics and Microsoft Clarity are free, and privacy-first tools start at about $9 to $20 a month.
Our top picks
Best overall
Google Analytics
Free, tracks websites and apps in one place, and links straight to Google Ads, Search Console and BigQuery.
Paid plans from Free (360 by quote)
See why we picked itBest privacy-first pick
Plausible
Shows the numbers most sites need on one simple page, with no cookies and a script small enough to ignore.
Paid plans from $9/mo
See why we picked itBest for product teams
PostHog
Puts product analytics, session replay, feature flags and A/B tests in one tool, with a large free allowance every month.
Paid plans from Usage-based
See why we picked itKey takeaways
- Google Analytics 4 is still the default because it is free and connects to Google Ads and Search Console.
- Privacy-first tools such as Plausible, Fathom and Simple Analytics do not use cookies, which can simplify consent in the EU and UK.
- Microsoft Clarity gives free heatmaps and session recordings with no traffic limits.
- PostHog and Mixpanel are better for product usage than marketing traffic, and both have free tiers of about 1 million events a month.
- Hotjar no longer accepts new sign-ups, so new users looking for heatmaps should use Clarity or Contentsquare.
Best web analytics tools compared
| # | Tool | Best for | Free plan | Paid plans from | Our rating |
|---|---|---|---|---|---|
| 1 | Google Analytics |
Free, full-featured analytics | Free | Free (360 by quote) | ★4.2 |
| 2 | Adobe Analytics | Large enterprises | No | Custom quote | Not yet reviewed |
| 3 |  Matomo |
Data ownership and privacy | Yes (self-hosted) | Cloud priced by traffic | ★4.3 |
| 4 | Plausible |
Simple, lightweight privacy analytics | No (30-day trial) | $9/mo | ★4.8 |
| 5 |  Fathom |
Many sites under one plan | No (7-day trial) | $15/mo | ★4.6 |
| 6 | PostHog |
Product analytics and experiments | Yes (1M events/mo) | Usage-based | ★4.6 |
| 7 |  Mixpanel |
Funnels, retention and cohorts | Yes (1M events/mo) | $100/mo annual | ★4.4 |
| 8 |  Microsoft Clarity |
Free behaviour analytics | Free | Free | ★4.5 |
| 9 |  Amplitude |
Growth and product teams | Yes (free Starter plan) | $49/mo | ★4.5 |
| 10 | Simple Analytics | Minimal, privacy-first analytics | Yes (hobby sites) | $20/mo | Not yet reviewed |
Our rating comes from MakeSuccessOnline's hands-on reviews. Prices are the cheapest paid plan, billed monthly unless marked annual, checked November 2026.
The 10 best web analytics tools in 2026
Web analytics tools split into three groups: traditional suites, privacy-first trackers and product analytics. Each tool below leads a specific need.
#1Best free all-round web analytics
Google Analytics
The default web analytics platform. GA4 is divisive but the data is free.
- Paid plans from
- Free (360 by quote)
- Free plan
- Free
- Best for
- Marketers and site owners of any size
- Works on
- Websites, iOS and Android apps
Google Analytics 4 is the default web analytics tool for most sites, and it costs nothing. It tracks visits, traffic sources, conversions and user behaviour across a website and mobile apps in one property. For anyone who runs Google Ads or cares about search traffic, it is the tool every other option gets compared to.
What sets it apart is the Google connection. It links directly to Google Ads, Search Console and Merchant Center, builds audiences you can target in ads, and exports raw data to BigQuery for free. The trade-off is a steep learning curve, and EU sites need a proper consent setup before it collects full data.
Key features
- Event-based trackingEvery interaction, from page views to clicks and purchases, is recorded as an event. Many common events, such as scrolls and outbound clicks, are tracked automatically without extra code.
- ExplorationsBuild custom funnel, path, segment overlap and cohort reports when the standard reports do not answer your question.
- Google Ads and Search Console linksSee which campaigns and search queries bring visitors who convert, and send key events back to Google Ads to improve bidding.
- AudiencesGroup users by behaviour, such as cart abandoners or repeat buyers, and use those audiences for remarketing in Google Ads.
- Free BigQuery exportSend raw event data to BigQuery so analysts can run their own queries or join it with other business data.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Standard | Free | Full GA4 reporting, explorations, audiences, Google Ads links and BigQuery export |
| Analytics 360 | Custom | Higher data limits, more properties and custom dimensions, service-level agreements and enterprise support |
The standard version is free for any site. Analytics 360 is sold by quote. Checked November 2026.
Pros and cons
Pros
- Free, with no traffic cap for most sites
- Best link to Google Ads and Search Console
- Tracks websites and apps together
- Free raw data export to BigQuery
Cons
- The interface and reports are hard to learn
- Some reports use sampled or thresholded data
- EU sites need a careful cookie consent setup
Is it right for you?
Choose Google Analytics ifYou want free, full-featured analytics and run Google Ads or rely on search traffic.
Look elsewhere ifYou want a simple dashboard you can read in a minute, or you want to avoid cookie banners and sending data to Google.
#2Best for enterprise analytics
Adobe Analytics
Enterprise web and cross-channel analytics platform from Adobe.
- Paid plans from
- Custom quote
- Free plan
- No
- Best for
- Large enterprises with analytics teams
- Works on
- Websites, iOS and Android apps, other data via API
Adobe Analytics is an enterprise analytics platform for companies with large websites, many brands and dedicated analysts. It handles very high traffic and lets teams define their own variables, segments and attribution rules, so reports match how the business actually works rather than a fixed template. Data can come from websites, apps and other sources.
Its main difference from the other tools here is depth and fit with Adobe Experience Cloud. Analysis Workspace supports detailed drag-and-drop analysis, and data flows into Adobe Target and other Adobe products. It is sold by quote only and needs trained people to set up and run, so it suits large companies, not small sites.
Key features
- Analysis WorkspaceA drag-and-drop canvas where analysts combine tables, charts, segments and breakdowns to answer one-off questions without waiting for a custom report.
- Attribution IQCompare rules-based attribution models, such as first touch, last touch or linear, side by side inside Workspace to see how each channel gets credit.
- Custom variables and segmentsDefine your own dimensions and metrics and build detailed segments, so reporting follows your business model rather than a fixed setup.
- Anomaly detection and Contribution AnalysisFlags unusual spikes or drops in your data and, on higher packages, suggests which segments caused them, which saves analysts time digging.
- Adobe Experience Cloud integrationShares data and audiences with Adobe Target and other Adobe products, so testing and personalisation run on the same data.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Select | Custom | Core reporting and Analysis Workspace |
| Prime | Custom | Adds more advanced analysis features |
| Ultimate | Custom | The full feature set for the largest teams |
All packages are sold by quote, usually on annual contracts priced by traffic volume. Checked November 2026.
Pros and cons
Pros
- Handles very large, complex sites
- Analysis Workspace allows deep ad-hoc analysis
- Highly customisable data model
- Works closely with other Adobe products
Cons
- Expensive, with no public pricing or free plan
- Needs trained analysts and developers to get value
- Long setup compared with every other tool here
Is it right for you?
Choose Adobe Analytics ifYou are a large company with an analytics team, complex reporting needs and other Adobe Experience Cloud products.
Look elsewhere ifYou are a small or mid-sized business, or nobody on your team has time to build and maintain an analytics setup.
#3Best privacy-friendly Google Analytics replacement
Matomo
Open-source, self-hostable GA alternative. Privacy-friendly by design.
- Paid plans from
- Cloud priced by traffic
- Free plan
- Yes (self-hosted)
- Best for
- Teams that want full data ownership
- Works on
- Cloud or self-hosted, websites and apps
Matomo is the most complete open-source alternative to Google Analytics. It covers the same ground: traffic sources, goals, ecommerce, funnels and custom reports, in an interface that feels familiar to anyone who has used Universal Analytics. You can also import historical data from Google Analytics when you switch, so old reports are not lost.
What makes it different is control. You can self-host it for free and keep every byte of data on your own servers, or pay for Matomo Cloud and let Matomo run it. It can be set up to track without cookies, which can reduce the need for cookie consent in many cases. Heatmaps, session recordings and A/B tests are extras.
Key features
- Self-hosted or cloudRun the free open-source version on your own server, or use Matomo Cloud if you do not want to manage hosting and updates.
- Ecommerce and goal trackingTrack orders, revenue, products and abandoned carts, plus goals for sign-ups or leads, with reports similar to the old Universal Analytics.
- Matomo Tag ManagerA built-in tag manager for adding tracking codes and events without editing your site each time.
- Heatmaps, recordings and A/B testingAvailable in Cloud and as paid premium features for self-hosted installs, so you can see behaviour and test changes without a second tool.
- Google Analytics importerBring your historical Google Analytics data into Matomo, so you keep year-on-year comparisons after you switch.
Pricing
| Plan | Price | What you get |
|---|---|---|
| On-Premise | Free | The open-source version on your own server, with core analytics, goals and ecommerce |
| Cloud | Priced by traffic | Hosted by Matomo, with premium features such as heatmaps, recordings and funnels included |
| On-Premise bundles | Higher | Premium features for self-hosted installs, sold as yearly bundles |
Cloud plans are priced by monthly hits, with two months free on annual billing and a free trial with no card. Checked on matomo.org, November 2026.
Pros and cons
Pros
- Free self-hosted version with full data ownership
- Feature set close to Google Analytics
- Can run without cookies
- Imports your old Google Analytics data
Cons
- Self-hosting needs technical skills and upkeep
- Premium features cost extra on self-hosted installs
- The interface is busier than the simple privacy tools
Is it right for you?
Choose Matomo ifYou want Google Analytics-level reporting but need to own your data or keep it in a specific location.
Look elsewhere ifYou just want a simple traffic dashboard, or nobody on your team can maintain a server.
#4Best simple, cookie-free analytics
Plausible
Privacy-first, cookie-free, lightweight web analytics.
- Paid plans from
- $9/mo
- Free plan
- No (30-day trial)
- Best for
- Bloggers, startups and small businesses
- Works on
- Cloud or self-hosted, websites
Plausible is a lightweight, open-source analytics tool that puts everything on one page: visitors, top pages, traffic sources, countries, devices and goal conversions. There are no menus to dig through, so anyone on the team can read it in a minute. It is the easiest switch for people who found GA4 too complicated.
It does not use cookies or collect personal data, and its script is tiny, so it has almost no effect on page speed. This can reduce the need for a cookie consent banner in many cases. Higher plans add funnels, ecommerce revenue and an API, but it is still built for clear answers, not user-level analysis.
Key features
- One-page dashboardAll key numbers sit on a single page, and clicking any source, page or country filters the whole dashboard by it.
- Goals and custom eventsTrack sign-ups, downloads, outbound clicks and form submissions as goals, and see conversion rates by source.
- Funnels and revenueOn the Business plan, build funnels to see where visitors drop off and attribute ecommerce revenue to traffic sources.
- Email and Slack reportsGet weekly or monthly traffic summaries sent to your inbox or Slack, plus alerts when traffic spikes.
- Google Analytics importImport historical Google Analytics data so your charts do not start from zero.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Starter | $9/mo | 1 site, up to 10k monthly pageviews, goals, custom events, reports and Google Analytics import |
| Growth | $14/mo | Up to 3 sites and 3 team members, shared links and embedded dashboards |
| Business | $19/mo | Up to 10 sites, funnels, ecommerce revenue, custom properties and the Stats API |
| Enterprise | Custom | SSO, higher API limits, raw data exports and priority support |
Prices are for the lowest pageview tier, billed monthly, and rise with traffic. 30-day free trial with no card. Checked on plausible.io, November 2026.
Pros and cons
Pros
- Easiest dashboard on this list
- No cookies and a very small script
- Open source, with a self-hosted option
- Low starting price for small sites
Cons
- No free cloud plan after the trial
- Funnels and revenue need the Business plan
- Not built for user-level or product analysis
Is it right for you?
Choose Plausible ifYou want clear traffic numbers without cookie banners, and you do not need deep funnels or user tracking.
Look elsewhere ifYou need detailed product analytics, user journeys or free hosting.
#5Best privacy analytics for agencies
Fathom
GDPR-friendly simple analytics with a single-page dashboard.
- Paid plans from
- $15/mo
- Free plan
- No (7-day trial)
- Best for
- Agencies, freelancers and site owners
- Works on
- Websites
Fathom Analytics is a simple, cookie-free analytics tool with a clean single-page dashboard. Like Plausible, it shows visitors, pages, referrers, countries and events, and it can reduce the need for cookie consent banners in many cases. Setup takes a few minutes with one script tag. The main difference from Plausible is how it is priced.
Every plan includes at least 50 sites, and the price depends only on total pageviews across all of them. That makes it a good fit for agencies and freelancers who manage many client sites under one bill. EU data isolation helps with European privacy rules. There is no free plan and no self-hosted version.
Key features
- Cookie-free trackingCounts visits without cookies or personal data, which can reduce the need for a consent banner in many cases.
- 50 sites includedEvery plan covers at least 50 websites, with more available in packs, so one subscription can cover a whole client list.
- EU data isolationProcesses data from EU visitors within the EU, which helps sites that must follow European privacy rules.
- Events and revenueTrack button clicks, form submissions and purchase values as events, using the same pageview allowance.
- Email reports and sharingSend scheduled email reports and share dashboards with clients, so they can check results without a login.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Up to 100k pageviews | $15/mo | 50 sites, events, email reports and exports |
| Up to 200k pageviews | $25/mo | Same features, higher pageview allowance |
| Up to 1M pageviews | $60/mo | Same features, higher pageview allowance |
| Over 25M pageviews | Custom | Custom pricing for very large traffic |
One feature set, priced by total monthly pageviews and events across all sites. 7-day free trial, and yearly billing gives two months free. Checked on usefathom.com, November 2026.
Pros and cons
Pros
- 50 sites included on every plan
- Clean, easy dashboard
- Cookie-free with EU data isolation
- Simple pricing with all features on every tier
Cons
- No free plan
- Starting price is higher than Plausible for small sites
- Limited analysis beyond traffic and events
Is it right for you?
Choose Fathom ifYou manage many sites, such as client sites, and want simple privacy-friendly stats under one bill.
Look elsewhere ifYou run a single small site on a tight budget, or need funnels and user-level analysis.
#6Best for product teams
PostHog
Open-source product analytics + session replay + flags, all in one.
- Paid plans from
- Usage-based
- Free plan
- Yes (1M events/mo)
- Best for
- Startups, SaaS and product teams
- Works on
- Websites, iOS, Android and other app SDKs, cloud in the US or EU
PostHog is an all-in-one product platform. It combines product analytics, web analytics, session replay, feature flags, A/B testing, surveys and error tracking, so a startup can replace several separate tools with one. It is open source, and engineers like that it is built with developers in mind, with SQL access and clear docs.
Its pricing is the other big difference. Each product has its own free allowance every month, such as 1 million analytics events and 5,000 session recordings, and you only pay for usage beyond that. You can set billing limits so costs do not surprise you. Marketers who only want traffic reports may find it more than they need.
Key features
- Product analyticsTrends, funnels, retention, user paths and SQL queries, so you can see how people use your product and where they drop off.
- Web analyticsA simpler traffic dashboard with visitors, sources, pages and devices, for marketing questions alongside product data.
- Session replayWatch recordings of real user sessions linked to analytics events, which helps you find bugs and confusing screens.
- Feature flags and experimentsRoll features out to a share of users and run A/B tests, with results measured on the same analytics data.
- SurveysAsk users questions inside your product or site and connect the answers to what they actually did.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Monthly allowance of 1M events, 5K recordings, 1M feature flag requests and 1,500 survey responses |
| Pay-as-you-go | Usage-based | Same products with usage billed per unit beyond the free allowance, longer data retention and billing limits |
| Boost and Scale add-ons | Higher | Longer retention and extra platform and support features for larger teams |
Usage-based pricing per product, with a free allowance that resets each month. Checked on posthog.com/pricing, November 2026.
Pros and cons
Pros
- Many tools in one platform
- Large free allowance each month
- Pay only for what you use, with billing limits
- Open source with US or EU hosting
Cons
- Can overwhelm marketers who just want traffic stats
- Costs are harder to predict as usage grows
- Getting the most from it needs some technical setup
Is it right for you?
Choose PostHog ifYou build a software product and want analytics, replays, flags and tests in one place.
Look elsewhere ifYou run a content or marketing site and only need traffic and conversion reports.
#7Best for product and funnel analytics
Mixpanel
Product analytics for understanding user journeys and cohort retention.
- Paid plans from
- $100/mo annual
- Free plan
- Yes (1M events/mo)
- Best for
- Product, growth and data teams
- Works on
- Websites, iOS and Android apps, server-side
Mixpanel is a product analytics tool built to answer questions about user behaviour. Which features keep people coming back, where do they drop out of sign-up, and how does one group of users compare with another? Its reports are easy for non-analysts to build, so product managers can answer questions without writing SQL.
Compared with PostHog, it is more focused on analysis and less on engineering tools, with a polished interface for funnels, retention and cohorts. The free plan includes up to 1 million events a month and session replay. It needs a clear tracking plan up front, and it does not replace marketing traffic analytics.
Key features
- Insights, Funnels, Retention and FlowsThe four core report types cover trends, conversion steps, how often users return and the paths they take, all built by point and click.
- CohortsGroup users by what they did, such as people who used a feature in their first week, and compare them in any report.
- Session replayWatch how users moved through your product, linked to the events in your reports, to understand why a funnel step fails.
- Experiments and feature flagsRun tests and roll out features, then measure the results on the same Mixpanel data.
- Data warehouse connectorsSync data from your warehouse into Mixpanel, so product and business data sit side by side.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Up to 1M events a month, 10K session replays, unlimited saved reports |
| Growth | $100/mo annual | Around 1.5M events, saved cohorts and metrics, more replays and experiments, with add-ons such as group analytics |
| Enterprise | Custom | Custom data retention, much higher volumes, advanced controls and support |
Growth is priced by monthly events, and the first 1M events are free. Prices shown are billed yearly. Checked on mixpanel.com/pricing, November 2026.
Pros and cons
Pros
- Funnels and retention reports are easy to build
- Generous free plan
- Clear interface for non-analysts
- Session replay linked to events
Cons
- Needs careful event planning before you start
- Not a replacement for marketing traffic analytics
- Costs climb with event volume
Is it right for you?
Choose Mixpanel ifYou want product managers and marketers to answer behaviour questions about your app on their own.
Look elsewhere ifYou only need website traffic numbers, or you have nobody to plan and maintain event tracking.
#8Best free heatmaps and session recordings
Microsoft Clarity
Free, unlimited session recordings + heatmaps from Microsoft.
- Paid plans from
- Free
- Free plan
- Free
- Best for
- Anyone who wants to see how visitors use a site
- Works on
- Websites, iOS and Android apps
Microsoft Clarity is a free behaviour analytics tool. Instead of counting visits, it shows what visitors do on a page through heatmaps and session recordings. It flags moments of frustration, such as rage clicks and dead clicks, so you can find broken buttons and confusing layouts fast. Setup takes one script tag.
What makes it stand out is the price: it is free with no traffic limits, which no other heatmap tool here matches. Copilot in Clarity summarises recordings and lets you ask questions about the data in plain language. It is best used alongside a traffic tool like Google Analytics, not instead of one, and it uses cookies by default.
Key features
- HeatmapsSee where visitors click and how far they scroll on each page, split by device, to spot ignored sections and missed calls to action.
- Session recordingsWatch real visits, filtered by page, device, country or behaviour, to see exactly where people get stuck.
- Rage and dead click detectionFlags sessions where visitors click repeatedly in frustration or click elements that do nothing, which often point to bugs.
- Copilot in ClarityWrites summaries of recordings and dashboards, and answers questions about your data in plain language.
- Google Analytics integrationConnects with Google Analytics so you can move between traffic numbers and the recordings behind them.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Heatmaps, session recordings, frustration signals, Copilot and integrations, with no traffic limits |
Clarity is free with no paid tiers. Checked on clarity.microsoft.com, November 2026.
Pros and cons
Pros
- Completely free with no traffic limits
- Heatmaps and recordings are quick to set up
- Frustration signals find problems fast
- AI summaries save time watching recordings
Cons
- Not a full analytics tool for traffic and conversions
- Data is processed by Microsoft
- Uses cookies, so EU visitors need consent
Is it right for you?
Choose Microsoft Clarity ifYou want free heatmaps and recordings to see why visitors do not convert.
Look elsewhere ifYou need traffic and campaign reporting, or you want to avoid sending visitor data to a large tech company.
#9Best for scaling product analytics
Amplitude
Enterprise product analytics with the deepest cohort and funnel reports.
- Paid plans from
- $49/mo
- Free plan
- Yes (free Starter plan)
- Best for
- Product and growth teams at scaling companies
- Works on
- Websites, iOS and Android apps, server-side
Amplitude is a digital analytics platform used by product and growth teams to understand user journeys, retention and the impact of changes. It covers product analytics, web analytics, session replay, experimentation, feature flags and in-product guides and surveys, with tools to sync audiences to other systems such as ad platforms and CRMs.
It is close to Mixpanel in purpose but reaches further into experimentation and activation, which suits companies building a full growth practice. The free plan is generous for getting started. Costs rise with volume and the advanced features sit on custom-priced plans, and it takes time to set up well.
Key features
- Behavioural analyticsFunnels, retention, user paths and behavioural cohorts show how users move through your product and what keeps them engaged.
- Session replay and heatmapsWatch user sessions and see click patterns linked to analytics data, so you can see why a metric changed.
- Experiment and feature flagsRun A/B tests on product and web pages and roll features out gradually, measured on the same data.
- Guides and surveysShow in-product walkthroughs and ask users questions, then tie the results to their behaviour.
- Audience activationResolve user identities and sync cohorts to ad, email and CRM tools, so teams can act on what the data shows.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Product and web analytics, session replay and one active experiment, within a monthly event allowance |
| Plus | $49/mo | Custom events and formulas, behavioural cohorts, heatmaps, alerts and longer data retention |
| Growth | Custom | Advanced analysis, more replays and experiments, SSO and permissions |
| Enterprise | Custom | Unlimited projects, advanced access controls and user management |
Priced by event volume. Plus is the entry paid plan, and Growth and Enterprise are sold by quote. Checked on amplitude.com/pricing, November 2026.
Pros and cons
Pros
- Deep behavioural analysis
- Analytics, replay and experiments in one place
- Generous free plan to start
- Strong tools for acting on audiences
Cons
- Costs rise quickly at higher volumes
- Many key features are on custom-priced plans
- Takes time and planning to set up well
Is it right for you?
Choose Amplitude ifYou are a growing product company that wants analytics, testing and activation on one platform.
Look elsewhere ifYou run a content or small business site, or you only need simple traffic numbers.
#10Best minimal privacy analytics
Simple Analytics
Privacy-first, cookie-free web analytics from the Netherlands.
- Paid plans from
- $20/mo
- Free plan
- Yes (hobby sites)
- Best for
- Privacy-focused sites and EU businesses
- Works on
- Websites
Simple Analytics is a Dutch, privacy-first analytics tool founded in Amsterdam. It does not use cookies or collect personal data, and data is stored in the EU. This can reduce the need for a cookie consent banner in many cases. The dashboard shows the essentials: visitors, pages, referrers and events.
Two things set it apart from Plausible and Fathom. It has a free plan for hobby sites, and it includes an optional AI assistant that answers questions about your traffic in plain language. The trade-off is less depth than the bigger tools, and the free plan only keeps one month of history.
Key features
- No cookies or personal dataCounts visits without cookies, fingerprinting or IP storage, which can reduce the need for cookie consent in many cases.
- EU-owned and EU-hostedThe company is based in the Netherlands and stores website data in the EU, which helps with European privacy rules.
- Clean dashboardShows visitors, pages, referrers and countries on one page, so anyone can check results quickly.
- AI assistantAn optional assistant answers questions about your traffic in plain language. Using it sends data outside the EU, so you choose whether to turn it on.
- Events and exportsTrack custom events and export your data or use the API to pull it into other tools.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | For hobby sites, up to 5 websites, 30 days of history, with a badge on your site |
| Self-serve | $20/mo | Starts at 100k pageviews a month, price scales with traffic, 1 user included |
| Enterprise | Custom | Higher volumes, API and BI access, and a free 30-day proof of concept |
Paid plans are priced by monthly pageviews, and annual billing gives two months free. Checked on simpleanalytics.com, November 2026.
Pros and cons
Pros
- Free plan for hobby sites
- No cookies or personal data
- EU-based company and hosting
- Optional AI assistant for quick questions
Cons
- Free plan keeps only one month of history
- Extra users cost more on the paid plan
- Less depth than Matomo or Plausible Business
Is it right for you?
Choose Simple Analytics ifYou want minimal, EU-based, cookie-free analytics and like the idea of a free plan or an AI assistant.
Look elsewhere ifYou need funnels, ecommerce reports or long history on a free plan.
Best web analytics tool by need
- Free analytics for most sitesGoogle Analytics
- Enterprise analyticsAdobe Analytics
- Owning your dataMatomo
- Simple, cookie-free statsPlausible
- Agencies with many client sitesFathom
- Product teamsPostHog
- Funnels and retentionMixpanel
- Free heatmaps and recordingsMicrosoft Clarity
- Minimal privacy analyticsSimple Analytics
How much do web analytics tools cost in 2026?
Analytics tools usually price by pageviews or events. Several strong tools are free.
| Tier | Typical price | Tools at this level | Who it suits |
|---|---|---|---|
| Free | $0 | Google Analytics, Microsoft Clarity, Matomo (self-hosted), PostHog and Mixpanel free tiers | Most small and mid-sized sites |
| Budget | $9 to $30/mo | Plausible, Fathom, Simple Analytics, Matomo Cloud | Privacy-focused sites and agencies |
| Growth | $50 to $500/mo | Mixpanel, Amplitude, PostHog usage | Product and growth teams |
| Enterprise | Custom | Adobe Analytics, Google Analytics 360 | Large enterprises with data teams |
Entry prices from vendor pricing pages, November 2026.
Event-based tools can get expensive fast. Set billing limits and track only the events you will use.
How we chose the best web analytics tools
We started with the 16 analytics tools in the MakeSuccessOnline directory, kept those that track websites, and added two tools we have not reviewed yet. We scored each on the criteria below using hands-on testing, vendor documentation and current pricing. Prices were checked on vendor sites in November 2026. We removed Hotjar from this list because it no longer accepts new sign-ups; new users are directed to its parent company, Contentsquare.
- Reporting depthTraffic, conversion, funnel and audience reports, and ad-hoc analysis.25%
- Privacy and complianceCookie use, data location, consent needs and data ownership.20%
- Ease of useHow quickly a marketer can answer common questions.15%
- Pricing and valueFree tiers and cost as traffic grows.20%
- IntegrationsAd platforms, data warehouses and tag managers.10%
- AccuracyHow well the tool handles ad blockers, sampling and bot traffic.10%
How to choose a web analytics tool
- Decide what you need to answerTraffic and conversions, product usage, or on-page behaviour each point to a different tool.
- Check privacy rules where you operateIn the EU and UK, cookie-free tools can reduce consent banner needs.
- Estimate your trafficMost paid tools price by pageviews or events, so check your monthly volume first.
- Pair a main tool with a behaviour toolMany sites use Google Analytics or Plausible with Microsoft Clarity for heatmaps.
- Set up conversions on day oneDefine your key events and goals before comparing tools.
- Plan data exportMake sure you can export raw data or connect a warehouse later.
Check during the free trial
- Does it track your key conversions accurately?
- Do numbers roughly match your other sources?
- Does it need a cookie banner?
- What does it cost at your traffic level?
- Can you export raw data?
Red flags
- No way to export or delete your data
- Unclear data location for EU visitors
- Pricing that jumps sharply at a traffic limit
- Heavy scripts that slow your pages
- Sampled data on key reports
Web analytics tools FAQ
What is the best web analytics tool?
Google Analytics is the best free web analytics tool for most sites. Plausible is best for simple, cookie-free stats, Matomo for owning your data, and Adobe Analytics for large enterprises.
What is the best free web analytics tool?
Google Analytics 4 is the most complete free option. Microsoft Clarity adds free heatmaps and session recordings, and Matomo is free if you host it yourself.
What is the best Google Analytics alternative?
Plausible and Fathom are the best simple, privacy-friendly alternatives, while Matomo is the best full-featured alternative and can be self-hosted.
Do privacy-friendly analytics tools need a cookie banner?
Cookie-free tools such as Plausible, Fathom and Simple Analytics often do not need consent for analytics under GDPR, but rules vary by country, so check local guidance.
What is the difference between web and product analytics?
Web analytics measures traffic, sources and conversions on a website. Product analytics, such as Mixpanel or PostHog, tracks how signed-in users use features over time.
Is Hotjar still available?
Hotjar has stopped accepting new sign-ups and directs new users to its parent company, Contentsquare. Existing accounts keep working. Microsoft Clarity is a free alternative for heatmaps and recordings.
About the reviewer
Editor & Reviewer, MakeSuccessOnline
William Harrison is an editor and reviewer at MakeSuccessOnline. He reviews each tools ranking before it goes live, checking plans, prices, free tiers and features against the tool's own documentation, and keeps rankings current as tools change.