What is Fathom?
Fathom is a privacy-focused website analytics tool that shows where visitors come from, which pages they read and what they convert on, without using cookies or collecting personal data. It is positioned as a simpler alternative to Google Analytics. Because it does not set cookies, Fathom says sites using it do not need a consent banner for analytics, and it claims compliance with GDPR, CCPA, ePrivacy and PECR.
Fathom Analytics is an independently owned, bootstrapped Canadian company founded by Jack Ellis, with revenue coming only from subscriptions. Plans are priced by monthly pageviews and include 50 sites, which makes it popular with agencies, freelancers and people who run several small websites. There is no free plan, but a 7-day trial lets you test it before paying.
Fathom at a glance
How does Fathom work?
- Add the script
Paste one script tag into your site's head, or use a ready-made integration such as the WordPress plugin or a framework package for Next or Nuxt.
- Collect anonymous pageviews
Fathom records visits without cookies or personal data, filters out bots automatically and routes EU traffic through European-owned infrastructure.
- Set up events and campaigns
Define custom events such as signups or purchases, attach revenue values, and tag links with UTM parameters to measure campaigns.
- Read and share reports
Check the single-page dashboard, compare all sites in one view, share dashboards publicly or send scheduled email reports to clients.
Fathom key features
One-page dashboard
Traffic sources, top pages, devices, locations and conversions sit on a single screen, so there is no report menu to learn.
All-sites view
Agencies and multi-site owners can see current visitors, totals and bounce rate for every site in one place.
Custom events and revenue
Track actions like downloads, form fills and purchases, and assign a monetary value to see which pages and campaigns earn money.
UTM campaign tracking
Campaign parameters are reported automatically, and Fathom offers a free UTM builder to create tagged links.
Email reports and shared dashboards
Unlimited scheduled email reports and shareable dashboards keep clients and teammates informed without extra logins.
Google Analytics import
Bring historical GA4 data into Fathom so you do not lose past trends when you switch.
Analytics API and exports
Pull data into other tools through the API, and export your data at any time, including before cancelling.
Why use Fathom?
- Cookie-free tracking means you can usually drop the analytics part of your cookie banner.
- The dashboard is quick to read for clients and non-technical team members.
- Every plan includes 50 sites, which keeps costs low for agencies and portfolio owners.
- Occasional traffic spikes do not cut off your data or trigger instant overage fees.
- Data history is kept for as long as you subscribe, with no sampling of reports.
Who is Fathom best for?
A good fit for
- Agencies and freelancers managing analytics for many client sites
- Bloggers, publishers and indie makers who want simple traffic numbers
- EU-facing businesses that want to avoid consent banners for analytics
- Small marketing teams replacing Google Analytics with something easier
Less suited to
- Teams that need deep product analytics, user-level journeys or cohort analysis
- Hobby sites looking for a free plan, since Fathom has none
- Advertisers who rely on remarketing audiences built from analytics data
Fathom pricing
| Pricing model | Subscription |
|---|---|
| Free plan | No |
| Free trial | 7 days (card required) |
| Starting price | $15/month (up to 100,000 pageviews) |
Plans scale by monthly pageviews, with $25/month for 200,000 and $45/month for 500,000; custom events count toward the limit. Yearly billing gives two months free, and extra packs of 50 sites cost $10/month.
Prices checked October 2026. Vendors change plans often, so confirm on the official Fathom pricing page before you buy.
Fathom pros and cons
Pros
- Very simple, fast dashboard that clients understand
- No cookies and no personal data collected
- 50 sites included on every plan
- Fair handling of short traffic spikes
Cons
- No free plan, and the trial requires a card
- Events share the same allowance as pageviews
- Limited depth compared with full product analytics suites
Fathom integrations and platforms
Works with
Available on
Fathom alternatives
See the full shortlist in Best Google Analytics Alternatives.
Fathom FAQ
Is Fathom Analytics free?
No. Fathom does not offer a free plan, which it says keeps the service sustainable without selling data. You can try it free for 7 days with a card on file, and you are emailed before billing starts. Paid plans start at $15 per month for up to 100,000 monthly pageviews across as many as 50 sites.
Does Fathom need a cookie banner?
Fathom does not use cookies and says it does not collect or store personal data, so in most cases you do not need a consent banner for its analytics. It states compliance with GDPR, CCPA, ePrivacy and PECR. You may still need a banner for other tools on your site, such as ad pixels or embedded videos.
Fathom vs Plausible: what's the difference?
Both are cookie-free, privacy-focused alternatives to Google Analytics. Fathom is a closed-source Canadian service that includes 50 sites on every plan and starts at $15 per month. Plausible is open source, hosted in the EU, starts at $9 per month for one site and offers a longer 30-day trial with no card required.
Does Fathom work with WordPress?
Yes. Fathom offers a WordPress plugin, and it also lists integrations for Webflow, Carrd, Drupal, Discourse and frameworks such as Next, Nuxt and Gatsby. For any other site or web app, you add a single script tag to the page head, and tracking starts right away.
Can I import Google Analytics data into Fathom?
Yes. Fathom has a Google Analytics import tool that brings your GA4 history into your Fathom dashboard. This lets you keep long-term trends in one place after switching, instead of keeping an old Google Analytics property open just to look up past traffic.
Sources
This overview is based on Fathom's official website and documentation, checked October 2026.