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Discover 25 Best Google Analytics Alternatives for 2023

03 May 2023

Are you tired of relying solely on Google Analytics for your website analytics? If so, you’re not alone. Many marketers and businesses are seeking alternative platforms that offer more detailed data, provide a different user experience, or cater to specific needs.

The good news is there are tons of tools with website data you won't find in GA designed to fit a specific need, such as recognizing which businesses are visiting your site (that's what Leadfeeder does) or monitoring brand mentions throughout the web.

In this article, we will present 25 compelling Google Analytics alternatives that either supplement or replace the functionality offered by GA. These alternatives fall into four distinct categories, each catering to specific types of data:

  • Lead and customer analytics

  • SEO analytics

  • Performance Analytics

  • Full marketing suites 

Not all of these analytics solutions are designed to fully replace Google Analytics, but a select few can serve as powerful substitutes. To help you navigate through this selection, we've included notes indicating which tools complement GA and which ones can completely replace the platform. So, let's dive in and explore these exciting alternatives to empower your data-driven decision-making.

website visitor identification

Website Visitor Identification Guide

The people visiting your website don’t have to be a mystery


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 do you need tools like Google Analytics?

Understanding the behavior of your website visitors is crucial for the success of your online presence. While Google Analytics has been a go-to tool for website analytics, it's essential to explore alternatives and understand the importance of using such tools.

These tools offer comprehensive data insights, improve user experiences, enable effective goal tracking, facilitate data-driven decision-making, provide competitor analysis, and empower personalized marketing campaigns. By harnessing the power of analytics tools, you can optimize your online strategies, enhance user experiences, and drive meaningful results for your business.

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 🤯

That is one of the reasons a lot of businesses are looking into alternatives for Google Analytics.

Before we dive into the other options, I want to share how to make GA compliant. 

The first (and easiest) way is to simply ask users for permission. Google outlines what type of consent you'll need to request here

Another way is to limit your data sharing and anonymizes most of your data. I'll admit, it's a bit of a hassle. 

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

Is there anything better than Google Analytics?

Despite its popularity, Google Analytics has several limitations. For starters, it's not super beginner-friendly (intuitive, if you will). 

Google Analytics uses a ton of terms and filter names that might not make much sense to the average user. In fact, Google offers a whole bunch of 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. 

On top of that, Google Analytics 4(the new version of GA) is totally different — which means you could spend months figuring out how to use it only to see it get sunsetted in a few years 🌅

GA has a few other issues as well: 

  • Constant changes: Google often updates GA, which means menus, metrics, and features may be hard to find even if you use the platform regularly. Sometimes they even delete data with little to no warning. Cheers. 

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

  • Missing data: To be GDPR compliant, you need to ask for permission — which means if some 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 could be approximations — if you're basing crucial business decisions on this data, it could lead you in the wrong direction. 

Finally, Google Analytics doesn't tell you WHO visits your site or what pages they view in succession. (Which Leadfeeder does, btw — holler! 🙌)

Lead and Customer Analytics

While Google Analytics (GA) remains a dominant force in tracking website activity, there are alternative tools that offer additional insights into your leads' behavior, enabling more effective targeting. These alternatives complement GA's capabilities, ensuring you gain a comprehensive understanding of your audience. Explore the following 25 of the best Google Analytics alternatives available:

1. Leadfeeder

Leadfeeder feed view

We built Leadfeeder, website visitors and web analytics tool, so marketers and sales teams could see exactly which companies are visiting their websites, even if the site visitors never fill out a contact form or send an email.

At a high level, our SaaS solution identifies companies that visit your site, then finds contact info from individual visitors at that specific company.

You can even sync leads to your CRM and see exactly which web pages they’re looking at, which lets you reach out to them with a laser-targeted sales pitch or leverage web personalization.

Simply install the Leadfeeder Tracker and connect to your Google Analytics account, and you’ll instantly be up and running.

Even better, if you love Google Data Studio, you can import Leadfeeder data to your dashboards as well. 

Pricing: A free plan is available; paid plans start at $199/month (Start with a 14-day free trial)

Rating: 4.3 out of 5 Stars on G2Crowd 🎉

2. Piwik PRO Analytics Suite

piwik pro analytics core report

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

It’s ideal for sectors that handle sensitive customer data like government, healthcare, or finance. Every organization seeking an analytics software aligned with data protection laws should check it out. 

With PPAS you can analyze the full customer journey across desktop, mobile, apps, and intranet, including post-sign-in areas. Very few platforms provide monitoring of secured areas, and they operate under the strictest security rules. 

You don’t have to be an expert to use PPAS. They offer product training and consulting whenever challenges arise.

Pricing: Free core account; contact for enterprise pricing 

Rating: 4.6 out of 5 stars on G2

3. Smartlook

google analytics alternatives smartlook

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

Smartlook’s toolkit combines advanced (and user-friendly) features of both quantitative and qualitative analytics. You can filter recordings to focus on specific events, making it possible to use the tool for a high volume of visits. 

They also added a multi-user workspace and REST API, which makes it a viable solution even for large enterprise companies.

Pricing:Free plan is available. Startup plan from $39/month

Rating: 4.6 out of 5 Stars

4. Woopra

google analytics alternatives woopra

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

The tool watches customers as they navigate the customer journey via data-driven analytics.

Pricing:Free plan is available for up to 500K actions, Startup Plans start at $349 a month 

Rating: 4.4 out of 5 stars

5. GoSquared


GoSquared tracks site visitors and campaign data points in real-time. It can show visitors' traffic source and what pages they're viewing. 

This makes it easier to segment your audience and engage with clients at every step of the buyer's journey. 

The platform also helps most of the sales process with live chat, team inbox, and built-in CRM.

Pricing: Plans start at £9/month

Rating: 4.6 out of 5

6. FoxMetrics

Google Analytics alternatives: Foxmetrics

FoxMetrics is a digital marketing and personalization analytics platform that specializes in segmentation and data visualization. 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. 

Pricing: Free for up to 100K actions a month; paid plans start at $399 a month. 

Rating: 4.3 out of 5 Stars

7. Mixpanel

Google Analytics alternatives: 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. 

Their interactive reporting tool makes it easy to pull data about product usage metrics and turn it into beautiful reports in seconds. 

Pricing:Free plan is available; Growth plans start at $25 per month. 

Rating: 4.5 out of 5 Stars

8. Heap

Google Analytics alternatives: Heap

Heap was designed to give less tech-savvy folks easy access to advanced analytics for their websites, mobile apps, and Cloud services. 

It's fast to set up and automatically tracks all user interactions. 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. 

Rating: 4.3 out of 5 Stars

Simplified web analytics

In certain cases, individuals and small businesses require a simplified approach to web analytics. Basic tools like StatCounter and Clicky present themselves as stripped-down alternatives to Google Analytics, focusing solely on the most crucial metrics to keep website owners well-informed.

When it comes to web analytics, simplicity can be key, especially for those with limited resources or specific tracking needs. These tools offer a streamlined experience, emphasizing the essentials without overwhelming users with excessive analytics data. Consider the following noteworthy alternatives:

9. Statcounter

Google Analytics alternatives: 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.

Pricing:Free plan is available; paid plans start at $9/month based on page views. 

Rating: 4.3 out of 5 Stars

10. Clicky

Google Analytics alternatives: Clicky

Clicky is a flash-free, real-timeanalytics solution. While the tool offers all the basic analytics, such as site referrers and visitors, it also includes a surprising amount of additional features, including heat mapping and uptime monitoring.

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

Rating: 4.4 out of 5 Stars

11. Matomo

Google Analytics alternatives: 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. 

You can choose between on-premise hosting for free or a paid Cloud-based subscription service.

Pricing: Free, if you host it on your servers. Paid, hosted plans start at EUR 19/month

Rating: 4.9 out of 5 stars

12. Oribi

Screenshot of the Oribi features page

Oribi is a tool aiming to replace Google Analytics. It provides actionableinsights and trends all in one report. By default, all links and events are being tracked, you can set up goals without adding any code, and receive insights on how to drive more conversions.

Pricing: Plans start at $540/month (billed annually); pricing is based on the number of visitors 

Rating: 3.9 out of 5

SEO analytics

Unlike analytics tools that focus on site traffic and behavior, SEOanalytics tools help you optimize how your site and content ranks. 

Search engineoptimization is a data-heavy process, so it makes sense that the tools are rich with analytics.

13. Serpstat

SerpStat software account demo screenshot

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

It also offers on-page audits, backlink monitoring, keyword research, and competitive research. 

Pricing: Plans start at $69/month

Rating: 4.6 out of 5 Stars

14. SE Ranking

Google Analytics alternatives: 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 $499/month with Serpstat, you can audit 2.5 million pages and track 7500 keywords. For $71/month with SE Ranking, you can audit 450 pages and track 5000 keywords. 

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

The tool offers a number of personal and business plans available, which makes scaling easier.  

Pricing: Plans start at $31/month

Rating: 4.8 out of 5 Stars

15. SEMrush

Google Analytics alternatives: 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. 

It also has built-in advertising research to help you understand your competitors' ad strategies and budget.

It's pricey, but it does offer a ton of data. 

Pricing: Plans start at $119.95/month

Rating: 4.6 out of 5 Stars

16. Ahrefs

Google Analytics alternatives: Ahrefs

Like other SEO tools, Ahrefs gives site owners a 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.

Pricing: Plans start at $99/month

Rating: 4.6 out of 5 Stars

Brand performance analytics

Your company's brand presence extends beyond its website and social media platforms. Understanding how the public perceives your brand is essential in shaping its reputation and success.

In this context, brand performance tools prove invaluable. These tools enable you to monitor and analyze the sharing of your content, as well as the conversations surrounding it, providing valuable insights into the perception of your brand.

17. Mention

Google Analytics alternatives: Mention

Mention scours the web for mentions of your (and your competitors') brand or products. It uses AI to discern between positive and negative mentions and create detailed reports of how your company is faring online.

This data can be used for tracking campaigns, brand awareness, and engagement. 

Pricing: Plans start at €29/month

Rating: 4.3 out of 5 Stars

18. Chartbeat

Google Analytics alternatives: Chartbeat

Chartbeat tracks the performance of your content on your site, 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 WashingtonPost, ESPN, and The Atlantic.

Pricing: Contact for plan information 

Rating: 4.4 out of 5 Stars

Full marketing suites

All-in-one suites weave analytics into tools that help you both track and leverage marketing and sales data. Instead of providing a full picture of your website or SEO performance, they tend to focus on customer behavior, lead generation, and even keyword retention.

19. HubSpot

Google Analytics alternatives: HubSpot

If you're looking for a one-stop shop for your marketing needs, HubSpot does a lot.

Among HubSpot's 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.

Pricing: Paid plans start at €41/mo for their marketing platform, but they also have a ton of free tools. 

(Note: Hubspot splits up their features, so you could end up paying more if you choose several features.) 

Rating: 4.4 out of 5 Stars

Note: 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.

20. Optimizely

Google Analytics alternatives: Optimizely

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

Pricing: Request pricing 

Rating: 4.2 out of 5 Stars

21. Adobe Analytics

Google Analytics alternatives: Adobe Analytics

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

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

Pricing: Contact for pricing

Rating: 4.1 out of 5 Stars

22. Fathom

Fathom app

Fathom provides insights into how people are interacting with your website so that you can find out what's working and what isn't—without having to rely on third-party data collection or intrusive tracking methods.

Pricing: Plans start at $14/month.

Rating: 4.9 out of 5 Stars

23. Plausible

plausible app

Plausible is one more web analytics tool you may consider to try.

With the open-source project, they're making it possible for anyone with a website to be able to collect and analyze their own data without worrying about whether it will be used against them.

Pricing: Plans start at $9/month

Rating: 5 out of 5 Stars (only 1 review)

24. Kissmetrics

kissmetrics tool

Kissmetrics is a modern analytics platform that gives you the power to make real-time decisions based on actual user behavior.

With Kissmetrics you can measure every aspect of your user experience—from their visits to your site to their interactions with your product or service. You can get insights into which marketing channels bring in the most qualified leads, which content resonates with your customers best, and which features are driving sales for your business.

Pricing: Plans start at $299/month

Rating: 4.1 out of 5 Stars

25. Simple Analytics

Simple Analytics tool

Simple Analytics is a simple Google Analytics alternative. With one dashboard, you can instantly see how many visitors are coming to your website, where they come from, and what they do once they're there.

Simple Analytics keeps track of every visitor's IP address, browser, and operating system without installing any cookies or tracking pixels on your website. This means you get all the data that Google Analytics does without having to worry about privacy concerns or tons of extra code slowing down your website.

Pricing: Plans start at €9/month

Rating: 4.5 out of 5 Stars

There are a number of Google Analytics alternatives to try 

What sets these alternatives apart is their ability to offer a diverse range of data, addressing specific needs that may not be fulfilled by Google Analytics alone.

Whether you're looking to build a low-cost marketing automation stack or trying to get personalized information about who's visiting your website, these Google Analytics alternatives provide a wide range of data beyond what Google Analytics offers out of the box. 

The best part? Many of these tools provide free trial periods, allowing you to test their capabilities before committing to the full platform. This ensures that you can make an informed decision based on firsthand experience.

If you're unsure where to begin, a helpful approach is to compile a list of aspects you dislike about Google Analytics and the features you desire in an alternative. By comparing this list to the diverse selection of alternatives provided above, you can identify the services that align best with your specific requirements.

Take the initiative to explore these Google Analytics alternatives, and uncover the perfect solution to elevate your data-driven decision-making and marketing attribution.

Note: Tired of the typical ole’ GA? Sign up for a free 14-day Leadfeeder trial to kick things up a notch.

Daire Summerville
By Daire Summerville

Head of Growth at Leadfeeder. Daire is a digital growth expert with expertise in Google Analytics, Google Ads, GTM & SEO.

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