A Look at the Best Alternatives to Google Universal Analytics

As of July 2023, Google Universal Analytics will cease to function, leaving many digital marketers and data analysts in search of an adequate alternative. Luckily, the world of digital analytics is vast, and several effective and efficient alternatives are ready to fill this gap.

This article was written by
Florian Poprat
Florian Poprat
A Look at the Best Alternatives to Google Universal Analytics

Our recommendations

In this post, we'll delve into four such options: Plausible Analytics, Fathom Analytics, Matomo, and Google Analytics 4.

Plausible Analytics

Plausible Analytics is a simple, lightweight, open-source, and privacy-friendly alternative to Google Analytics.

Pros: This software is entirely privacy-focused, meaning it does not use cookies or collect personal data, making it GDPR compliant. It's also lightweight, putting less burden on your site's load times. Furthermore, Plausible offers a clear and intuitive dashboard which makes it easy for beginners to understand and interpret the data.

Cons: Its simplicity can be a downside if you're looking for more detailed insights. The feature set is less comprehensive than some other options. It also doesn't provide a free tier, which may not be ideal for small businesses or personal blogs.

Cost: Pricing starts at $6 per month for up to 10,000 monthly pageviews.

Fathom Analytics

Fathom Analytics provides simple, privacy-focused website analytics.

Pros: Like Plausible, Fathom is GDPR, PECR, and CCPA compliant, meaning it won’t store or transfer personal data. Its simplicity is a major selling point, with the analytics presented in a way that is easy to understand and act upon.

Cons: The lack of a free tier could deter smaller businesses or individuals. Additionally, while simplicity can be a pro, it might limit those looking for deeper, more granular data.

Cost: Pricing begins at $14/month for unlimited websites and 100,000 monthly pageviews.


Matomo (formerly Piwik) offers a comprehensive analytics solution that can be self-hosted for ultimate control over your data.

Pros: Matomo's major selling point is the level of control you have over your data. It also boasts a broad set of features comparable to Google Analytics, including event tracking, conversion optimization tools, and more. It is GDPR compliant and offers both a self-hosted and cloud-hosted option.

Cons: Implementation can be a bit tricky, especially for the self-hosted version. The interface is also less user-friendly compared to other options, which might steepen the learning curve for new users.

Cost: Matomo's cloud-hosted version starts at $19/month, while the self-hosted version is free.

Google Analytics 4

Despite the phasing out of Universal Analytics, Google is still a major player in the analytics space with Google Analytics 4 (GA4).

Pros: GA4 offers machine learning capabilities to automatically alert you about data trends. It's designed for cross-platform tracking (web, app), making it excellent for businesses with mobile apps. It also offers free usage up to a certain data limit.

Cons: Compared to Universal Analytics, GA4 has a different interface and new features, which can cause a learning curve. Some features from Universal Analytics are missing or changed in GA4. Privacy could be a concern for some users, as Google uses data for its own targeting and advertising purposes.

Cost: Free up to 10 million hits per month per property.

Our conclusion

Choosing the right analytics tool depends on the specific needs of your business or website. Whether it's privacy, in-depth analysis, or simplicity you're after, one of these alternatives to Google Universal Analytics will likely meet your needs. Be sure to consider all these factors, including cost, ease of use, and data control, before making your choice.

At PAKD, we understand that your business is unique, and so are your data analysis needs. Our team is here to help you navigate this transition. We can assist you in choosing the perfect alternative to Google Universal Analytics, taking into account your specific needs in terms of cost, privacy, ease of use, and data insights. Whether you're a small business looking for a simple solution or a larger corporation in need of comprehensive analytics, PAKD can streamline the process of implementation and ensure your transition is smooth and stress-free. We don't just stop at implementation, our ongoing support ensures you can leverage these tools effectively to drive growth.

Ready to embark on this data journey with us?

Get in touch today to set your business up for a data-driven future!


Written by

  • Florian Poprat

    Florian Poprat

    Co-Founder, Consultant

    Until he can earn a living with his art, Florian is your project manager and digital consultant. He created his first website in 1995 using a text-editor and simple html / css. This is also where his career as a developer ended but his interest in all things digital only grew stronger ever since.

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