Best Free and Paid GA4 Alternatives in 2024

GA4 is a widely used tool for tracking user behaviour across platforms; however, it might not be the right tool for your business. There are several GA4 alternatives out there that can help you meet your specific business data goals and needs, but you have to decide which is best for you. If you’re looking for an analytics tracking tool that you can use instead of GA4, then this article is for you. 
In this article, we discuss the best GA4 alternatives in 2023, focusing on their cost and functionalities.

Although GA4 is an upgrade of Universal Analytics, it has some significant limitations that raise concerns. One of such is the need for real-time or near-real-time data update frequency. It has a data update frequency of 24 to 48 hours and retains data for only up to 14 months.

Furthermore, while GA4 is GDPR compliant, it is not HIPPA compliant. For this reason, it should not be used by US healthcare companies for data collection.

GA4 is entirely different from Universal Analytics in terms of interface, and it has a new way of tracking data, a different reporting structure, and more. All these would require a time investment to learn. Some users who are already used to GA4 or prefer the predefined reports in Universal Analytics, which are not available in GA4, might choose an alternative instead of investing time and effort in learning. Although not a limitation, it is a crucial point to note.

These factors and more are enough reasons to seek a GA4 alternative. The table below shows a quick comparison of the best GA4 alternatives in 2023.

GA4 Alternatives Comparison table
GA4 Alternatives Comparison table

Matomo

Matomo Analytics
Matomo Analytics

Matomo is an open-source web analytics platform and is an ethical alternative to Google Analytics for protecting your data.

It has two versions, the on-premise, and the Cloud version. Its best use case would be for content and marketing websites.

Key Features

  • An open-source platform that can be self-hosted
  • Session-based tracking
  • It has a GDPR manager tool and is also CCPA and HIPPA compliant
  • Conversion optimization features such as session recording, heat maps, and A/B testing
  • Website and mobile app tracking
  • Google Analytics data importer 

Price

The on-premise version is free with limited features (which can be paid for if required), putting into consideration the cost of hosting the data on your server. Meanwhile, the cloud version has a starting price of 19 EUR per month.

GA4 Alternaitve - Matomo
GA4 Alternaitve: Matomo Pricing

How it compares to GA4

  • Real-time reporting
  • In-depth analysis, such as Cohort Analysis, heat mapping, and A/B testing
  • Has API access and Integrates with many platforms, including Google Ads
  • No data sampling

PostHog

PostHog Analytics
PostHog Analytics

PostHog is an open-source event-based tracking products analytics suite for tracking user behaviour in your app or website. It can be deployed on your server or on the cloud with either EU or US hosting options. It provides full event capturing functionality with additional features such as session replays, heatmaps, A/B testing.

Key Features

  • An open-source platform that can be self-hosted
  • Website and apps user tracking
  • Event-based tracking
  • GDPR compliant
  • In-depth analysis, such as Cohort Analysis, heat mapping, and A/B testing

Price

It has the free version with a limit of free 1 million monthly events and is best suited for early-stage startups. The paid version is also free up to the first one million events per month, comes with priority support, and is customizable based on the different product tiers.

GA4 Alternaitve - PostHog
GA4 Alternaitve: PostHog Pricing

How it compares to GA4

  • It goes beyond tracking the user behaviour but provides insights into how your product is used
  • It allows for data ownership with its self-hosting deployment option.
  • Availability of features such as session recording and feature flags unavailable in GA4.

Piwik Pro

Piwik-PRO-Analytics-User-flow
Piwik PRO Analytics User flow

Piwik Pro is a session-based tracking platform for tracking user data on your website and apps. It is a product suite with an analytics platform, Tag Manager, Consent Manager, and Customer Data Platform. It has a similar interface, tracking method, and reports with UA, so UA users can easily adopt it. Matomo is the Open-Source Analytics Piwik. One difference between both tools is the On-premise hosting plan for Matomo is free, while for Piwik Pro, it isn’t.


Key Features

  • It can be self-hosted
  • Suited for Website and apps data tracking
  • Session-based tracking
  • It has a consent manager tool and is also CCPA compliant
  • It has an integrated customer data platform 

Price

It has two plans, the free version, and the enterprise version. The free version is called the Core plan, which comes with limited features like 500,000 monthly actions and, 14-month data retention, Safe EU cloud deployment. The enterprise plan provides 25-month data retention, up to one billion monthly actions, on-premise and cloud deployment, and other features. The cost is available by request only.

GA4 Alternative - Piwik Pro
GA4 Alternative: Piwik Pro Pricing

How it compares to GA4

  • Session-based tracking as against
  • Self-hosting option, which means data ownership.
  • It doesn’t track user retention.
  • No data sampling.

MixPanel

Mixpanel Product Analytics
Mixpanel Product Analytics

MixPanel is a product analytics tool that uses an event-based tracking model to track user behaviour across your website or apps. It provides real-time data with the ability to import data from various sources and can be used for custom event tracking. It has advanced reporting features, and you can create customizable dashboards with it and a collaboration feature.


Key Features

  • Event-based tracking
  • Website and apps user analytics
  • Custom events tracking
  • Allows segmentation and integrates well with A/B testing tools
  • Data import and export 

Price

It has three plans, the free plan, the growth plan, and the Enterprise plan. The free plan has limited features and tracks up to 20 million free events monthly, the starter plan tracks up to 100 million events per month at $20+ per month, while the Enterprise plan is for large organisations and is used for tracking 5 to 100 million events per month.

MixPanel Pricing
GA4 Alternative: MixPanel Pricing

How it compares to GA4

  • Real–time data update and allows data import from various sources, unlike GA4.
  • Tracks user behaviour on websites and apps just like GA4 using a unique identifier.
  • Data retention of up to 5 years as against 14 months of GA4
  • No data sampling.

For  detailed comparison between both tools, please check this article, Mixpanel Vs GA4.

Amplitude

Amplitude Product Analytics
Amplitude Product Analytics

Amplitude is a product analytics tool that uses an event-based tracking model to track user behaviour across platforms, channels, and products. It is an analytics suite that is composed of Analytics, Experiments, and Customer Data Platforms. It provides real-time insights with collaboration features that integrate easily with various tools.


Key Features

  • Event-based tracking
  • It has high data governance standards and is GDPR compliant.
  • It has an experiment platform that supports experiments like A/B testing.
  • Its implementation can be done via API, SDK, CDP
  • Tracks user engagement
  • Data import and export feature

Price

It has similar plans as Mixpanel, the starter (free), the growth, and Enterprise plans. The cost of the Growth and Enterprise plans is available on request.

Amplitude
GA4 Alternative: Amplitude

How it compares to GA4

  • Real-time data update frequency
  • Stores all your data history.
  • Advanced analytics like Retention, Funnel analysis, and A/B testing
  • No data sampling.
  • GA4 is easier to implement, while Amplitude implementation will take longer and would require the help of a developer.

Adobe Analytics

Adobe Analytics
Adobe Analytics

Adobe Analytics is a premium cloud-based analytics platform, a part of the Adobe Experience Cloud. This tool allows you to understand your user journey not just on the website or apps but also on your smart devices and any data connected to the web. It not only tracks similar metrics as Google Analytics but, in addition, provides in-depth attribution reports and predictive analytics. Besides that, the program is an enterprise tool that helps you understand your user journey across multiple channels by combining various data sources like your CRM, web analytics data, and other data sources into a single reporting view.

Key Features

  • Session-based tracking
  • Data retention of up to 10 years
  • Tracking user data across apps, websites, and smart devices.
  • Predictive analytics
  • Access to Data and Business Intelligence tools for detailed and customizable reporting.

Price

It has three plans, the Select, Prime, and Ultimate plans. Their costs are only available on request.

GA4 Alternative - Adobe Analytics
GA4 Alternative: Adobe Analytics Pricing

How it compares to GA4

  • Real-time data update frequency
  • Unlimited conversion tracking
  • GA4 has an easier implementation, while Adobe Analytics would require programming expertise and support.
  • Provides a more sophisticated and customizable user journey than GA4
  • Requires training and experience to use, while GA4 is easier to use

Heap

Heap.io Analytics
Heap.io Analytics

Heaps is a digital insight platform that uses an event-based model to track user behaviour and journey. It combines different data capturing methods – Autocapture, custom tracking, and server-side events to provide comprehensive data of your users.

Key Features

  • Event-based tracking
  • It is GDPR, CCPA, HIPAA compliant
  • In-depth analysis such as heat mapping, session recording, and A/B testing
  • Automated capture of all events
  • Retroactive event tracking

Price

It has four plans, the free plan with limited features, while the other three are based on feature requirements.

Heap Analytics Pricing
Heap Analytics Pricing

How it compares to GA4

  • Real-time reporting
  • More advanced segmentation capabilities
  • It has an intuitive user interface, hence easier to use than GA4
  • Custom events tracking, with heatmap and session recording capabilities

Final Word

GA4 is a highly effective website tracking tool, but it definitely cannot meet the needs of every business. As some companies evolve, their business data needs and goals change, requiring them to seek a new user-tracking tool that would suit their company. There are many things to consider when choosing an analytics tracking platform for your company, some of which include functionalities, cost, and business needs in terms of specific metrics to be tracked. These and more will help you select the suitable GA4 alternative for your business.


Frequently Asked Questions

What is the best free GA4 alternative in 2023?

Matomo can be considered the best free GA4 alternative in 2023. 

What is the best paid GA4 alternative in 2023?

Adobe Analytics is the best paid GA4 alternative in 2023. Heap can also fit as the best paid GA4 alternative in 2023 for non-enterprise companies.

Why should I consider using a GA4 alternative?

You should consider using a GA4 alternative, especially when you require a real-time data update, as the data update frequency for GA4 is 24 to 48 hours.
Another reason would be if you require data retention above the 14 months of GA4 for yearly comparisons. Lastly, if your company tracks healthcare data, consider an alternative as it is not HIPPA compliant.

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