6 Google Analytics 4 Alternatives

6 Google Analytics 4 Alternatives That Marketers Are Switching To

Google Analytics has long been the go-to tool for marketers to track website performance, analyze user behavior, and gain valuable insights. However, with the introduction of Google Analytics 4 (GA4) and its significant changes, some marketers are seeking alternative solutions that better align with their needs. In this article, we will explore six Google Analytics 4 alternatives that marketers are switching to in order to meet their analytics requirements.

Matomo Analytics

Formerly known as Piwik, Matomo Analytics is an open-source analytics platform that provides comprehensive website tracking and reporting capabilities. It offers features similar to GA4, including user tracking, event tracking, and goal conversion tracking. The major advantage of Matomo Analytics is that it allows you to have full control over your data, as it can be self-hosted on your own servers.

  • Pricing: Matomo offers both a free open-source version and a paid cloud-hosted version starting at $19/month for small businesses.
  • Pros: Complete data ownership, customizable features, privacy-focused, and extensive plugin library.
  • Cons: Requires technical setup and maintenance, may have a learning curve for beginners.

Adobe Analytics

Adobe Analytics is a robust analytics solution that offers advanced data collection and analysis features. It provides detailed insights into user behavior, segmentation, and conversion paths. With its powerful reporting and visualization capabilities, Adobe Analytics enables marketers to derive actionable insights and make data-driven decisions.

  • Pricing: Adobe Analytics offers customized pricing plans based on specific business needs. Contact Adobe for pricing details.
  • Pros: Robust features, powerful reporting and visualization, integration with Adobe Marketing Cloud, and enterprise-level support.
  • Cons: Expensive for small businesses, complex implementation, and may require additional Adobe tools for full functionality.


Mixpanel is a popular analytics platform that focuses on event-based tracking and analysis. It allows marketers to track user interactions and behaviors within their digital products or apps. Mixpanel offers advanced features like funnel analysis, cohort analysis, and A/B testing, which enable marketers to optimize user experiences and drive conversions.

  • Pricing: Mixpanel provides a free plan with limited features, while paid plans start at $999/month.
  • Pros: Event-based tracking, advanced funnel analysis, A/B testing, and user engagement features.
  • Cons: Costly for smaller businesses, limited data retention on free plan, and may require technical expertise for setup.


Kissmetrics is a customer analytics and engagement platform that specializes in tracking individual user behavior across different devices and touchpoints. It provides detailed insights into user journeys, conversion attribution, and customer lifetime value. Kissmetrics offers powerful segmentation capabilities that allow marketers to target specific user groups with personalized messaging.

  • Pricing: Kissmetrics offers customized pricing based on individual requirements. Contact Kissmetrics for pricing details.
  • Pros: Customer-centric analytics, in-depth user journey tracking, cohort analysis, and easy-to-use segmentation.
  • Cons: Expensive for smaller businesses, limited integrations compared to other platforms.


Amplitude is an analytics platform designed for product analytics and growth. It focuses on understanding user behavior, retention, and conversion rates. Amplitude offers features like user segmentation, funnel analysis, and behavioral cohorting, enabling marketers to identify growth opportunities and optimize their product strategies.

  • Pricing: Amplitude offers a free plan with limited features, while paid plans start at $995/month.
  • Pros: Product analytics focus, user retention analysis, behavioral cohorting, and scalable pricing tiers.
  • Cons: Pricing may be high for smaller businesses, advanced features require higher-tier plans.

Snowplow Analytics

Snowplow Analytics is an open-source event data collection platform that provides real-time, granular data tracking. It allows marketers to capture and analyze event-level data from various sources, including websites, mobile apps, and backend systems. Snowplow Analytics offers flexibility and customization options, making it a preferred choice for organizations with unique analytics requirements.

  • Pricing: Snowplow Analytics provides an open-source version for free, while the paid managed version starts at $3,000/month.
  • Pros: Real-time event tracking, granular data collection, customizable tracking capabilities, and scalability.
  • Cons: Requires technical expertise for setup, higher costs for the managed version


While Google Analytics 4 continues to be a popular choice for many marketers, it’s important to explore alternative analytics solutions that better align with specific business needs. The six alternatives mentioned – Matomo Analytics, Adobe Analytics, Mixpanel, Kissmetrics, Amplitude, and Snowplow Analytics – provide advanced analytics features, customizable tracking options, and actionable insights. By evaluating these alternatives, marketers can find the right analytics platform to gain a deeper understanding of their audience, enhance user experiences, and drive business growth

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