What these tools do
Analytics tools show where visitors come from and where they drop off, so you can fix the weakest step first.
How to choose
- Event and conversion tracking
- Privacy/consent requirements
- Attribution across channels
- Ease of building funnel reports
Options to consider
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| Tool | Best for | Company |
|---|---|---|
| Google Analytics 4 | Almost every site as a baseline analytics layer | |
| Plausible Analytics | Site owners wanting simple, privacy-friendly analytics | Plausible |
| Matomo | Organisations wanting full ownership of analytics data | Matomo |
Google Analytics 4
GoogleFree event-based web analytics with funnel exploration reports.
Best for: Almost every site as a baseline analytics layer
Plausible Analytics
PlausibleLightweight, privacy-focused web analytics with goal and funnel tracking.
Best for: Site owners wanting simple, privacy-friendly analytics
Matomo
MatomoOpen-source analytics platform available self-hosted or as a cloud service, with funnels and goals.
Best for: Organisations wanting full ownership of analytics data