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22 Google Analytics Alternatives for 2021

29 July 2021 by

Are you looking for website tracking features that go beyond what Google Analytics (GA) can do?

New and established tools have dozens of features 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, I look at 22 Google Analytics alternatives that either replace or complement the features offered by GA. I've split these into four groups depending on the type of solution they offer:

  • Lead and customer analytics

  • SEO analytics

  • Performance analytics

  • Full marketing suites

website visitor identification

Website Visitor Identification Guide

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


Sign up and try Leadfeeder free for 14 days to see the companies that visit your website.

Lead and customer analytics

Quality lead and customer analytics tools can help you better understand your customers and improve your lead or sales funnel. Trends in these tools are moving to personalized data—often tracked in real-time.

1. Leadfeeder

Google Analytics Alternatives Leadfeeder

We built Leadfeeder so marketers and sales teams could see exactly who’s 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’ll be able to sync leads to your CRM and see exactly which web pages they are looking at, which will enable you or your sales team to reach out to them with a laser-targeted sales pitch and utilize web personalization.

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

Pricing: Free plan is available; paid plans start at $55/month (Start with a 14-day free trial)

Rating: 4.7 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 a suitable choice 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. There are very few analytics products that provide monitoring of secured areas, and they operate under the strictest security rules. 

You don’t have to be an expert to use PPAS. The company gives their clients product training and offers consulting whenever challenges arise.

Pricing: Contact vendor to get a quote

Rating: 4.6 out of 5 stars on G2

3. Smartlook

google analytics alternatives smartlook

Smartlook is a user behavior tool recording visitors on websites and in mobile apps and games.

Smartlook’s toolkit is combining advanced features of both quantitative and qualitative analytics. Thanks to filtering recordings exactly to a specific event, it is possible to use the tool for a high volume of visits. Recently, multi-user workspace and REST API was added, which makes it a viable solution even for large enterprise companies.

Pricing: Free plan is available. Starter plan from $31/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. The tool is set up to guide users through the customer journey via data-driven analytics.

Pricing: Free plan is available; Pro plans start at $999/month

Rating: 4.2 out of 5 stars

5. GoSquared


GoSquared tracks visitors on your site and campaign data points in real-time. It can show visitors' traffic source and what pages they're viewing. The platform can assist with much of your sales process with live chat, team inbox and built-in CRM.

Pricing: Plans start at $29/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.

Pricing: Plans start at $99/month

Rating: 5 out of 5 Stars

7. Mixpanel

Google Analytics alternatives: Mixpanel

Marketing and sales teams use Mixpanel to improve their sales funnel with a mix of A/B testing, event-tracking and user behavior analytics. The tool also includes an extensive API library to integrate Mixpanel with your marketing stack.

Pricing: Free plan is available. Pro plans start at $150/month

Rating: 3.9 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 to your site or app.

Pricing: Undisclosed

Rating: 4.4 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 important 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. 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

Rating: 4.4 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: 4.3 out of 5 Stars

11. Matomo

Google Analytics alternatives: Matomo

Matomo, formally known as Piwik, is an extensive open-source analytics and testing platform. Some of the features include: common site analytics, such as goals and campaigns, as well as 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: Plans start at $7.50/month

Rating: NA

12. Oribi

Oribi is a tool aiming to replace Google Analytics. It gives you insights and trends without sorting through multiple reports one by one. 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 $450/month (billed annually)  Rating: 4.0 out of 5

SEO analytics

As opposed to analytics tools that focus on site traffic and behavior, SEO analytics tools help you optimize *how* your site and content is ranking. Search engine optimization is a data-heavy process, so it makes sense that the tools would be rich with analytics.

13. Serpstat

Google Analytics alternatives: Serpstat

Serpstat is an all-in-one SEO tool with 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 and backlink monitoring.

Pricing: Plans start at $19/month

Rating: 4.7 out of 5 Stars

14. SE Ranking

Google Analytics alternatives: SE Ranking

SE Ranking carries many of the same features as Serpstat, but with a much cheaper price tag. The tool has a number of personal and business plans available that keeps the service usable for companies as they scale.

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 $189/month with SE Ranking, you can audit 25 pages and track 2500 keywords. The second reason is that SE Ranking does not have the same keyword repository that Serpstat has.

Pricing: Plans start at $7/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 has a bigger brand monitoring platform than just monitoring backlinks. It also has built-in advertising research to help you understand your competitors' ad strategies and budget.

Pricing: Plans start at $100/month

Rating: 4.4 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 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 is the public perceiving your brand? This is where brand performance tools come in to keep tabs on how your content is being 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.

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 in real-time, as well as helping 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: Undisclosed

Rating: 4.1 out of 5 Stars

Full marketing suites

All-in-one suites weave analytics into tools that both enact and track marketing and sales funnels. Instead of providing a full picture of your website or SEO performance, they tend to be more focused on customer behavior and leads.

19. HubSpot

Google Analytics alternatives: HubSpot

If you're looking for a one-stop-shop for many of 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: Free plan is available. Pro plans start at $200/month

Rating: 4.3 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 Full Stack: a similar platform tailored to product developers.

Pricing: Undisclosed

Rating: 4.4 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 not included in HubSpot, including predictive analytics about user content preferences across campaigns and channels, as well as the ROI of marketing endeavors based off of tied revenue.

Pricing: Undisclosed

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 which serves enterprise-level companies. Adobe Analytics tracks 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: Undisclosed

Rating: 4.0 out of 5 Stars

How to choose the right analytics tool for your website

Whether you're trying to build a low-cost marketing automation stack or trying to get personalized information about who's visiting your website, the tools here provide a variety of options beyond what you get from Google Analytics.

Many of the tools on this list have an option of signing up for a free trial.

List out the goals you want for a Google Analytics alternative, then use the list above to identify which services might work best for you.

Sign up and try Leadfeeder free for 14 days to a Google Analytics alternative in action. You'll see the companies that visit your website, the pages they look at, and more.

Anna Crowe
By Anna Crowe

Anna is the Assistant Editor for Search Engine Journal and Content Strategy Lead at Leadfeeder. Over the last 9 years, Anna has successfully developed and implemented online marketing strategies, SEO, and conversion campaigns for 100+ businesses of all sizes; from the Fortune 500, to startups, and nonprofits. She enjoys burritos and puppies (in that order).

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