10 Best Google Analytics Alternatives for SaaS Teams

The quick answer

Quick answer: for a simple, privacy-first replacement for your marketing site, Plausible starts at $9 a month and Fathom at $15 a month. Umami has a free plan and an open-source version, and Matomo gives you the deepest self-hosted option. If you want something free with no setup cost, Cloudflare Web Analytics and Microsoft Clarity cost nothing. Piwik PRO is the enterprise choice for regulated industries. If you need to know what users do inside your product, not who visits your site, PostHog and Mixpanel are the better replacement. Many SaaS teams end up with one tool for the site and one for the product. Prices are as of November 2026, checked on each vendor's own site.

What Google Analytics offers today

Google Analytics is free of charge, and it is hard to beat on price or on its connection to Google's ad products. The limits that push teams to look elsewhere are in the Google Analytics 360 comparison:

• Data retention: standard properties keep user and event data for up to 14 months, and large properties are limited to 2 months. The paid 360 tier goes up to 50 months.
• Sampling: Explore reports on standard properties sample at 10M events per query, against 1B on 360.
• BigQuery export: the daily export on standard properties is limited to 1M events.
• Paid tier: 360 requires a signed contract, and we found no public price.

Teams also leave for simpler reports, for tools that do not need cookies, or because a web analytics tool answers a different question from a product analytics tool. A signup funnel on your site is one job. Whether accounts adopt a feature after signing up is another.

Google Analytics alternatives compared

1. Plausible

Who it is for: SaaS marketing sites that want one page of stats and no consent banner work.

Pricing: Plausible shows Starter at $9, Growth at $14 and Business at $19 a month at 10K monthly pageviews, rising with traffic, with 2 months free on yearly billing and a 30-day trial with no card.

Strengths: no cookies, no retention limit, goals and custom events, and a Google Analytics import. Business adds funnels, revenue attribution and a stats API. It is open source and hosted in the EU.

Limits: Starter covers one site, and funnels need Business. It does not track individual users, so it will not replace product analytics.

2. Fathom

Who it is for: teams and agencies with many small sites that want one simple plan.

Pricing: Fathom starts at $15 a month for up to 100,000 monthly pageviews with 50 sites included. There is a 7-day trial, a card is required, and there is no free plan.

Strengths: every plan has the same features, including event and revenue tracking, UTM tracking, an API and full history while you subscribe. Fathom says no cookie banners are required.

Limits: custom events count toward your pageview allowance, and it is not built for in-product analysis.

3. Simple Analytics

Who it is for: teams that want a no-cookie tool with a free plan to start.

Pricing: Simple Analytics has a free plan with history capped at 30 days. Paid plans follow usage on a slider, and enterprise pricing is quoted.

Strengths: no cookies and no personal data collected, by its own description, and an assisted 30-day proof of concept that runs alongside GA4.

Limits: the free plan deletes data older than 30 days, and we could not read a fixed paid price from the page.

4. Umami

Who it is for: developers who want open-source analytics that goes past pageviews.

Pricing: Umami Hobby is $0 with 100K events a month, 1 website and 6 months of retention. Pro is $20 a month with 1M events and 2 years of retention. Business is $200 a month with 10M events, 5 years of retention, session replays and heatmaps. Self-hosting is free under the MIT license.

Strengths: funnels, goals, retention reports and events in one tool, with no cookies.

Limits: replays and heatmaps start at the Business price on the cloud plans.

5. Matomo

Who it is for: teams that need full data ownership and a feature set close to Google Analytics.

Pricing: Matomo On-Premise is free with unlimited users and hits, though premium plugin bundles cost extra. Cloud is priced by monthly hits, with a 21-day free trial and no card. Cloud data is stored in Germany.

Strengths: unsampled data, cookieless tracking, and heatmaps, session recordings and A/B testing available.

Limits: self-hosting means you run the servers and updates, and the reports take longer to learn than Plausible or Fathom.

6. Piwik PRO

Who it is for: healthcare providers, universities and other regulated organizations with strict data rules.

Pricing: Piwik PRO Enterprise starts from $25,000 a year, and Healthcare Enterprise, with a Business Associate Agreement, from $30,000 a year. Both start at 1M actions a month, and a free trial is available.

Strengths: analytics, tag manager and data activation in one product, with 25+ months of retention and private or public cloud.

Limits: the entry price rules out most small SaaS teams.

7. Cloudflare Web Analytics

Who it is for: anyone who wants basic traffic numbers for free.

Pricing: Cloudflare Web Analytics is free.

Strengths: no cookies or local storage, and no fingerprinting for displaying analytics. It covers top pages, views and referrers.

Limits: it covers the basics, so plan on another tool for funnels and events.

8. Microsoft Clarity

Who it is for: teams that want to see behavior on a page, often next to another analytics tool.

Pricing: Clarity is free, with no paid version and no traffic limits.

Strengths: session recordings and heatmaps, with unlimited websites and team members.

Limits: Microsoft says it uses the behavior data to improve its machine learning models, which some legal teams will question. It is a complement more than a replacement. See our Microsoft Clarity alternatives post.

9. PostHog

Who it is for: SaaS product and engineering teams that want site and product data in one place.

Pricing: PostHog includes 1M analytics events free each month. After that, anonymous events cost $0.00005 each and identified events $0.000198 each, and the free tier also covers 5K session recordings and 1M feature flag requests.

Strengths: web analytics, product analytics, session replay, flags, experiments and surveys under one bill.

Limits: it needs more setup than a simple script if you want good product data, and the bill has many product meters to watch.

10. Mixpanel

Who it is for: product teams that care about funnels, retention and cohorts after signup.

Pricing: Mixpanel Free covers up to 1M events and 10K session replays a month. Growth includes the first 1M events, and its estimator shows $140 a month on monthly billing, or $100 billed yearly, at 1.5M events.

Strengths: unlimited seats on Free, unlimited saved reports on Growth, and web and mobile replay.

Limits: it is not built for acquisition or SEO reporting. Our list of the best product analytics tools covers this group in more depth.

How to choose a Google Analytics alternative

Answer one question first: is this for your website or your product?

• Marketing site only: Plausible or Fathom if you want a paid, simple tool, and Cloudflare or Umami Hobby if budget is the limit.
• You must own the data: Matomo or self-hosted Umami. Piwik PRO if you need a contract with compliance terms.
• Signed-in product: PostHog, Mixpanel or the tools in our Amplitude alternatives guide.
• Understanding page behavior: add Clarity, or read our heatmap software comparison.

Run the new tool next to Google Analytics for a few weeks before removing anything, because cookie-free tools count visits differently and the numbers will not match. Check privacy claims with your own counsel too: a vendor saying you do not need a banner does not settle what applies to your site. If your events need to reach several of these tools, compare the routing options in our Segment alternatives post. To share the numbers with each team, see our guide to role-based dashboard tools.

FAQs

What is the best alternative to Google Analytics?

For a simple website, Plausible or Fathom. For a free option, Cloudflare Web Analytics or Umami Hobby. For a self-hosted option with more features, Matomo. For product usage after signup, PostHog or Mixpanel.

Is there a free alternative to Google Analytics?

Yes. As of November 2026, Cloudflare Web Analytics and Microsoft Clarity are free, Simple Analytics has a free plan with 30 days of history, Umami Hobby includes 100K events a month, and Matomo On-Premise is free if you host it yourself.

Which Google Analytics alternatives do not use cookies?

Plausible, Simple Analytics, Umami and Cloudflare Web Analytics all say they work without cookies, and Fathom says no cookie banners are required. Matomo offers cookieless tracking as an option.

How long does Google Analytics keep data?

Standard properties can keep user and event data for 2 or 14 months, and large properties are limited to 2 months. Google Analytics 360 can keep it for up to 50 months.

Should a SaaS company replace Google Analytics with product analytics?

They answer different questions. Web analytics shows how visitors find and use your site, while product analytics shows what signed-in users do in your app, so many SaaS teams run one of each.