8 Best Google Analytics 4 Alternatives in 2026

Plausible is the best Google Analytics 4 alternative for teams that want simple, privacy-first stats. Starter costs $9 a month for 10,000 pageviews and one site, against Google Analytics 4, which is free but complex and cookie-based (Nov 2026). The dashboard shows visitors, pages, sources and goals on one page, with no cookie banner needed. Growth at $14 a month adds team features, and Business at $19 adds funnels and revenue goals.

The catch is the free plan. There is no free hosted plan after the 30-day trial, though the Community Edition is free to self-host. Plausible is also lighter than GA4: it has no built-in machine learning or deep attribution, so teams that need those should look at Matomo or Mixpanel instead.

Fathom is the best Google Analytics 4 alternative for agencies with many small sites. It costs $15 a month for up to 100,000 pageviews with unlimited sites and team members on every plan (Nov 2026). Every plan includes the same features, so the only thing that changes is the pageview cap. The dashboard is as simple as Plausible, with no cookies and no consent banner needed.

The catch is the free plan and the price. There is no free plan, only a 7-day trial, and $15 a month costs $6 more than Plausible Starter. Fathom is also hosted only, with no self-hosted option, so a team that wants to own its data should look at Matomo or Umami instead.

Matomo is the best Google Analytics 4 alternative for teams that need GA-level depth with data ownership. The self-hosted Community Edition is free, and Cloud starts from $29 a month for 50,000 hits (Nov 2026). It covers goals, ecommerce, heatmaps, session recordings and A/B testing, with a tag manager built in. Data stays in Germany on Cloud, or on your own server when self-hosted.

The catch is the setup and the price. Self-hosting means you run the server and own updates, and Cloud at $29 a month costs more than Plausible or Fathom. Premium plugins such as heatmaps cost extra on self-hosted installs, so the full setup costs more than the headline price.

Simple Analytics is the best Google Analytics 4 alternative for teams that want a free start with AI insights. The free plan covers up to 5 sites with one month of history, and the paid plan costs $20 a month for 100,000 pageviews and 1 user (Nov 2026). It is cookie-free by default, with no consent banner needed, and the AI summaries explain traffic changes in plain language.

The catch is the price and the user cap. The paid plan costs $20 a month for one user, with extra users at $20 a month each, so a team pays more than the headline price. Yearly billing gives two months free, but the free plan keeps only one month of history.

Umami is the best Google Analytics 4 alternative for developers who want a free, open-source tool. The Hobby plan is free for 100,000 events a month and 1 site, and Pro costs $20 a month for 1 million events and 20 sites (Nov 2026). Self-hosting is free under the MIT license, so a technical team can run it on its own server with no vendor lock-in.

The catch is the setup. Self-hosting needs technical skill, and the hosted Hobby plan is limited to one site. Business at $200 a month adds 10 million events with session replays, so a large site pays far more than the entry price for the full feature set.

Mixpanel is the best Google Analytics 4 alternative for product teams that track events, not pageviews. The free plan covers up to 1 million events a month, and Growth starts from $140 a month for 1.5 million events (Nov 2026). It suits SaaS and mobile app teams that need funnels, retention and cohort analysis on user behavior inside the product.

The catch is the price jump. Growth from $140 a month is far above the simple analytics tools in this list, and event tracking needs code to set up. Mixpanel is also a product analytics tool, not a traffic analytics tool, so a blog or marketing site gets less value from it than from Plausible or Fathom.

PostHog is the best Google Analytics 4 alternative for startups that want product analytics, session replay, feature flags and experiments in one account. Each product has a free monthly allowance, then pay-as-you-go pricing that drops with volume (Nov 2026). It suits engineering-led teams that want to see what users do, replay sessions and test changes without adding five tools.

The catch is the code and the cost curve. Experiments still need code, and usage bills can grow quickly on high-traffic products. PostHog is also a large platform, so a small marketing site that only needs traffic numbers will find Plausible or Fathom simpler.

Cloudflare Web Analytics is the best Google Analytics 4 alternative for anyone who wants simple stats free forever. It is free on all Cloudflare plans, with no pageview cap listed (Nov 2026). It suits bloggers and personal site owners who want pageviews and Web Vitals without cookies, a consent banner or a monthly bill.

The catch is the depth. There are no UTM parameters, goals or custom events yet, and reports are sampled with history limited to six months. Ad blockers can also block the JavaScript beacon, so the numbers run lower than GA4 for some audiences.