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22 Google Analytics Alternatives for 2021

01 October 2021 by

Looking for an analytics platform beyond Google Analytics? You're not alone. 

Maybe you need more detailed data or are tired of the constant changes. Maybe you just don't like how complex it is. 

The good news is there are tons of tools with 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.

Below, I'll share 22 Google Analytics alternatives that either replace or complement the features offered by GA. I've split these into four groups based on the type of data they provide: 

  • Lead and customer analytics

  • SEO analytics

  • Performance analytics

  • Full marketing suites 

Not all of these tools can replace GA, but a few can. I've tried to note which tools are complementary and which could totally replace the platform. 

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. 

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 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

These Google Analytics alternatives won't replace GA, but they do provide missing data about what leads visit your site and what they do when they get there. By better understanding your leads, you can target them effectively.

1. Leadfeeder

Leadfeeder feed view

We built Leadfeeder 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, it 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 $63/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 tool 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: 4.7 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 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. Starter plan from $39/month

Rating: 4.7 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 $79/month

Rating: 4.5 out of 5

6. FoxMetrics

Google Analytics alternatives: Foxmetrics

FoxMetrics is a marketing and personalization analytics platform that specializes in segmentation. 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 $299 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: 4.4 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

For individuals and small businesses, sometimes all you need is the basics. Tools such as StatCounter and Clicky offer stripped-down Google Analytics alternatives that help site owners keep tabs on only the most critical metrics.

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 $7/month based on page views. 

Rating: 4.3 out of 5 Stars

10. Clicky

Google Analytics alternatives: 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 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 $29/month

Rating: 4.8 out of 5 stars

12. Oribi

Oribi is a tool aiming to replace Google Analytics. It provides insights 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.

Screenshot of the Oribi features page

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

Rating: 4.0 out of 5

SEO analytics

Unlike analytics tools that 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 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 $55/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: 4.5 out of 5 Stars

16. Ahrefs

Google Analytics alternatives: Ahrefs

Like other SEO tools, Ahrefs gives site owners a 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

Information about your company isn't just found on your website or on your social media accounts. How does the public perceive your brand? 

This is where brand performance tools come in handy. They keep tabs on how your content is shared, as well as the discussion around it.

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: 4.4 out of 5 Stars

18. Chartbeat

Google Analytics alternatives: Chartbeat

Chartbeat tracks the performance of your content on your site in real-time 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.

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 and leads.

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 $45 per month 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: 4.3 out of 5 Stars

21. Marketo

Google Analytics alternatives: Marketo

Marketo is another robust marketing automation platform similar to HubSpot. Marketo is best known for its extensive analytics capabilities (many not included in HubSpot), including predictive analytics about user content preferences across campaigns and channels and the ROI of marketing endeavors based on revenue.

Pricing: Contact for pricing 

Rating: 4.1 out of 5 Stars

22. 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-time user 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: 4.0 out of 5 Stars

There are a number of Google Analytics alternatives to try 

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. 

Even better, many of the tools offer a free trial so you can try before investing in the full platform.

Not sure where to start? List out what you dislike about GA and what you want in an alternative, then use the list above to see which services might work best for you. 

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

Dáire Summerville
By Dáire Summerville

Digital Growth Manager at Leadfeeder

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