14 Google Analytics Alternatives for Digital and Performance Marketers

google analytics alternatives

Table of Contents

Google Analytics is a popular choice among marketers for performance marketing metrics, and customer journey tracking.

However, it’s not as user-friendly and easy to navigate as its predecessor, Universal Analytics. Issues like data lag, data discrepancies, and clunky UI have been bugging marketers for some time now.

The good news is plenty of Google Analytics alternatives offer similar or better features with a user-friendly interface—so you can easily collect your customer analytics, and save yourself the headache.

Ideally, performance marketing and customer journey analytics software should have at least one or all of the following capabilities:

  • Marketing and website performance analytics
  • Capacity for lead and customer analytics
  • SEO analytics capabilities
  • Easy visualization of complex data
  • Accurate reporting

We’ve curated a list of 14 Google Analytics alternatives that are simple to use and offer a great range of features. You’ll be back on track with data capture and customer journey analysis in no time!

Key takeaways



Best use case



Highly intuitive, easy-to-use interface,

traffic explorer feature allows you to map backward

Traffic source reporting, split testing across the customer journey

●       $199–$999/month


Open-source platform allows conversion tracking and event tracking, allows private server implementation

Restrict ad blockers, track user interactions

●       Free if you self-host

●       $20/month if you host on their server


Lookup table functionality, easily accessible acquisition and retention reports

Add more to data without coding, analyze user behavior on a granular level

●       $0–$833/month


Track data across sites and products, uncover drop-offs and friction points in your funnels, explore raw data with SQL queries

Understand the best sellers and most viewed services

●       Starts at $25.99/month


Watch in-depth recordings of each user, automatically track events, create heatmaps of clicks, scrolls, and moves

Gather all your customer data on one central dashboard

●       $0–$55/month

●       Also offers custom plans


51+ one-click integrations with partners,

People Profiles

You can access the Trends and Retention reports powered by consolidated data

●       $0–$999/month

●       Custom plans are also available

Adobe Analytics

Collect streaming web data with Adobe Experience Platform, real-time customer insights, predictive analysis using AI and machine learning

Segment comparison, predictions for peak seasons

●       Custom pricing


View heatmaps by page, visitor, or segment,

receive instant alerts, log ad-block visitors with reverse proxy tracking

Identify which pages performed well

●       Free

Piwik Pro

Manage tags, pixels, and JavaScript codes with ease

Capture all your client’s data in one place and understand them as groups and individuals

●       Free

●       Custom plans available


SEO tools, GDPR compliant

Analyze the backlink profile of your website and your competitors

●       $129.95–$499.95/month


Privacy-first platform that displays basic data, allows integration with Google Analytics

Visualize data into heatmaps, watch real user browsing sessions

●       $0–$171/month


Intuitive interface and reports, minimal learning curve

Instantly load and view data reports on your dashboard

●       $9–$99/month


Quantitative analytics of data, heatmap, and session recording

Automate data capturing and set up event tracking

●       Custom plans


Session replay, real-time live feed

Watch your entire user journey and identify potential issues

●       €0–€28/month

Try the #1 Google Analytics alternative

Funnelytics helps you optimize customer journeys with a visual mapping and analytics canvas

1. Funnelytics

Funnelytics step explore feature

Funnelytics is a top Google Analytics alternative for tracking funnels and simplifying your analytics in general. It’s more nuanced in what you can analyze while remaining less complicated than Google Analytics. Among its other capabilities, it offers a straightforward way of tracking traffic sources

As per G2 reviews, here’s what makes Funnelytics a great customer analytics tool:

  • It helps you visualize and optimize your customer journeys with a visual mapping and analytics canvas
  • It’s great for visual learners and can aid the sales process by making complex customer journey data simple
  • Since “data is the new oil,” you need appropriate data based on customer actions. Funnelytics provides powerful filter features for even better data insights

“Incredible detail. There seems to be nothing Funnelytics cannot track including multiple domains.”Validated reviewer, Quentin P.

“Definitely the ability to track and measure live funnels in real-time. You can pull in multiple data sources and you can get some more granular and useful funnel analytics than you can through other tools like Google Analytics. Also pretty slick to be able to map out your funnel in advance and set up conversion and cost assumptions to understand before you build anything what is required to ultimately be successful and profitable.”Validated reviewer and current user, Steve D.

Track and measure funnels in real time

Filter and analyze your customer funnel data with Funnelytics- fast


Performance Lite: $199/month

Performance Plus: $499/month

Performance Max: $999/month

Key features:

  • Highly intuitive
  • Easy-to-use interface with visual drag-and-drop features for easy mapping and customer journey tracking
  • The traffic explorer feature allows you to map backward

2. Matomo

Matomo homepage

Matomo is an open-source analytics platform that promises you 100% data ownership and protection, and it’s GDPR and CCPA-compliant. You can choose either cloud-based hosting or hosting on your own servers, and customize it according to your business needs.

This Google Analytics alternative offers you full control over your data, with over 250 configuration options to make the tool work perfectly for you. And unlike Google Analytics, there’s no cap or price increase for the number of websites, goals, and segments you need.


Self-host: Free

Cloud: $20/month

Key features:

  • Open-source platform
  • Allows conversion tracking and event tracking
  • Allows private server implementation
  • Google Analytics importer, so you don’t lose historical data

3. Mixpanel

From Data To Decisions

Mixpanel is an event-based tracking solution that offers deep insights into user behavior. It comes with a comprehensive set of data tools that can be difficult to learn initially. But once you master it, it can help you unearth formidable insights into your customer data.

Create segments for your target audience, automate campaigns, and send notifications for activity on each page—all through Mixpanel. Plus, the tool offers in-depth guides to help you migrate your Google Analytics data to Mixpanel.


Starter: Free

Growth: $20/month

Enterprise: $833/month

Key features:

  • The lookup table functionality allows you to add more to the data without coding
  • Easily accessible acquisition and retention reports
  • It focuses on individual user behavior that you can analyze at a granular level

4. Kissmetrics

Kissmetrics homepage

Kissmetrics is an all-in-one behavioral analysis, segmentation, and email automation tool that helps marketers and product teams increase conversions, engagement, and retention.

It comes with excellent onboarding support and is simple to use, even for those not well-versed in data analysis. Among its many capabilities, you can do a geographic study of your consumer behavior, and understand the best sellers and most viewed services among your customers.


Build a custom plan: Starting at $25.99/month

Key features:

  • Track data across all sites and products
  • Uncover drop-offs and friction points in your funnels
  • Explore raw data with SQL queries

5. Smartlook


Smartlook is an analytics solution for both websites and iOS/Android apps. It combines session recordings with event-based analytics and helps you gather all your customer data on one central dashboard—with a promise to improve collaboration and sharing among teammates.

It’s known for making it easier to analyze user activities and behavior on your web pages. Plus, its user-friendly interface allows you to navigate with ease.


Free plan: Free

Pro plan: $55/month

Enterprise plan: Custom

Key features:

  • Watch in-depth recordings of each user as they interact with your web pages
  • Automatically track events within your website and app
  • Create heatmaps of clicks, scrolls, and moves
  • Integrates with Google Analytics

6. Woopra

End to End

Woopra is another Google Analytics analytics that aims to make your customer journey analysis journey easier and more convenient. Its proprietary tracking technology helps track activity across your website, product, and mobile applications.

With its People Profiles functionality, you can view the full behavioral history of each user, starting from their first touch. These insights allow you to build more personalized and memorable customer experiences—and ace your engagement strategy.


Core: Free

Pro: $999/month

Enterprise: Custom pricing

Key features:

  • 51+ one-click integrations with partners including Salesforce and Marketo
  • People Profiles that allow you to drill down into each user’s history
  • Access Trends reports and Retention reports

7. Adobe Analytics

Adobe Analytics homepage

Adobe Analytics is an excellent customer journey tracking software that uses machine learning and AI to gather in-depth insights that are easy to analyze and interpret. Get the complete customer behavior picture through customer attribution, anomaly detection, and cohort analysis—allowing you to direct your marketing spend effectively.

G2 users love the tools Segment Builder, which lets you create segments to divide visitors based on their characteristics, website interactions, and other relevant activities. Plus, Adobe Analytics integrates with Adobe Marketing Cloud and Analytics Cloud Suite—making it a very handy analytics tool.

You’ll find its dashboard intuitive and super easy to use. You can track real-time customer behavior data from multiple digital channels such as emails, display ads, social media, and more.


Select: Custom pricing

Prime: Custom pricing

Ultimate: Custom pricing

Key features:

  • Collect streaming web data with the Adobe Experience Platform
  • Real-time customer insights
  • Predictive analysis using AI and machine learning
  • Upload Google Analytics historical data

8. Clicky


Clicky is a privacy-friendly website analytics tool. It has a similar interface to Google Analytics, but is much simpler in comparison. Much like Google Analytics, you can monitor and analyze your website traffic in real time, identify your best-performing webpages, and pinpoint those that need improvement.

Plus, it’s GDPR-compliant. So you can be assured that none of your data will be misused.



Key features:

  • View heatmaps by page, visitor, or customer segment
  • Receive instant alerts when your website goes down or encounters an issue
  • Log ad-block visitors with reverse proxy tracking

9. Piwik Pro

Piwik pro homepage

Piwik Pro analytics suite is a data privacy-oriented solution that helps you track the web, app, product, and intranet behavior of your users. It’s compliant with EU, US, Chinese, and Russian data protection laws and comes with excellent customer support.

It offers a personalized experience in onboarding and product training, so you’ll be up and running in no time. Plus, it helps you track customer behavior across websites, mobile apps, and digital products, all while remaining compliant with user privacy.


Core plan: Free

Enterprise plan: Custom

Key features:

  • Manage tags, pixels, and JavaScript codes with ease
  • Capture all your client’s data in one place, and analyze as both groups and individuals
  • Collect and process consents and data requests to respect user privacy

10. Semrush

Semrush homepage

Semrush is an all-around marketing tool that offers in-depth analytics: both for your website and into your competitors. From keyword ranking to content gaps and traffic analysis, you can perform all these functions from within the app.

You have sophisticated options for breaking down your analytics. You can view according to set demographic information or even track each user’s individual journey to understand them better.


Pro: $129.95/month

Guru: $249.95/month

Business: $499.95/month

Key features:

  • Includes an entire suite of SEO tools
  • Is GDPR-compliant
  • Analyze the backlink profile of your website and your competitors

11. Hotjar

Hotjar homepage

Hotjar is a behavior analytics platform that helps you visualize your data into heatmaps and use session recordings to watch how real users browse your different pages.

Like Google Analytics, it tracks website visitors using a single JavaScript snippet. But it’s simpler to use and offers many advanced insight filters, custom user attributes, and a large integration library.


Basic: Free

Plus: $32/month

Business: $80/month

Scale: $171/month

Key features:

  • Privacy-first platform
  • Displays data like bounce rate, top viewed pages, and visitor country in your dashboard
  • Allows integration with Google Analytics

12. GoSquared

GoSquared Google Analytics Alternative homepage

GoSquared is a privacy-friendly Google Analytics alternative. It anonymizes visitors’ data by default and has a simple and intuitive interface. That’s because GoSquared aims to be an easier to use, and privacy-focused alternative to Google Analytics.

Your dashboard requires no setup, and displays key website metrics upfront—so you’re not overwhelmed with a ton of data. But if you need to dig in deeper, you’ll find additional widgets further down the page that get into specifics.

It’s easy to learn and navigate. And unlike Google Analytics, you don’t have to wait for this tool to generate your reports—GoSqaured populates your analytics data in real-time. 

Plus, it allows easy integration with Slack, Squarespace, WordPress, and Shopify.


Starter: $9/month

Standard: $24/month

Pro: $49/month

Scale: $99/month

Key features:

  • Intuitive interface and reports
  • Minimal learning curve
  • GDPR compliant

13. Heap

Heap homepage as a Google Analytics competitor

Heap is a customer journey analytics solution that focuses on how and why customers engage on your website. Based on its insights, this tool will help you optimize your conversion funnel and different customer journey stages.

It automates data capturing and helps you set up event tracking with minimal effort. However, it has a steeper learning curve and costlier pricing plans.


Free: Custom pricing

Growth: Custom pricing

Pro: Custom pricing

Premier: Custom pricing

Key features:

  • Traditional analytics, such as page views, events, and engagement metrics
  • You can view data in the form of heatmaps and session recordings

14. Statcounter

Statcounter homepage

Statcounter helps you dig deep into visitor activity. Using conversion tracking, traffic trends, and an in-depth reports dashboard, you can pinpoint what’s working, where things can be improved, and the friction points that are turning your visitors away.

And the paid traffic analysis feature lets you spot multiple paid clicks from the same visitor, saving your ad spend from going down the drain.

Plus, you can identify the percentage of visitors coming from different traffic sources and monitor their returning visits, visit lengths, and engagement on your website.


Basic: Free

Premium: €16/month

Premium Plus: €28/month, includes Google Ads Integration

Key features:

  • Session replay to help you live the experience your customers have on your website
  • Watch a real-time live feed of your website visitors
  • Google Analytics integration

Understand the big picture of your customer analytics

Now that you’ve got the list of best Google Analytics alternatives and their top features, you should be able to identify which will work best for you, both in terms of budget and any marketing or customer journey KPIs you want to focus on.

Give your top picks a try to understand their ease of use, functionalities, and features—then choose the analytics tool that checks all your boxes.

Funnelytics is a top Google Analytics alternative that helps you track user behavior on a more granular level. It pulls data from multiple sources (including Google Analytics) and displays funnels in real time using whiteboard technology.

Map out your entire funnel using Funnelytics, and get actionable answers, faster.Try Funnelytics for free today.

Intuitive analytics at your fingertips

Funnelytics’ templates make customer journey analytics accessible for your team

Frequency Asked Questions

Which Google Analytics competitors are GDPR compliant?

Tools like Funnelytics, Heap, Hotjar, Semrush, GoSquared, and more are Google Analytics competitors that are GDPR compliant and protect their customer data.

What should you look for in a Google Analytics alternative?

When selecting a Google Analytics alternative, make sure it’s easy to use and offers accurate reporting. Features such as SEO analysis, visualization, and heatmap analysis are some additional perks that make the job easier and help you save time when processing overwhelming amounts of data.

What is the best alternative to Google Analytics?

Funnelytics is hands-down the best Goole Analytics alternative that makes the customer journey mapping experience smooth and less time-consuming. While Google Analytics provides you with detailed reports about your customer activity and behavior, Funnelytics lets you depict this same data visually, and then map it onto a canvas for an ultra-clear customer journey. Funnelytics features make it easy to create a thorough customer journey map and find friction points in your customer journey so you can offer an improved experience.


Picture of Mikael Dia

Mikael Dia

Founder & CEO @ Funnelytics Inc.

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