A powerful data-driven marketing tool such as Google Analytics can be incredibly helpful in determining the effectiveness of your business’s promotional activities.
You can, however, take action with the help of other analytics tools. Our list of Google Analytics alternatives offers features and functionality that dig deeper into consumer data from several sources. A number of these tools can be used for free, while others require a fee.
Among the tools on our list, each has its own unique selling point – so browse through the options and decide which is the best fit for your company.
What are the benefits of using an alternative to Google Analytics?
The recent move to Google Analytics 4 has changed the data-driven goalposts for marketers looking to optimize campaigns and communications.
In contrast to Google Analytics (Universal Analytics), GA4 doesn’t track website visits or sessions. GA4 measures engagements or interactions with mobile apps and websites, which are referred to as ‘events.’
It’s not for everyone to make the switch to GA4, so if data-driven marketing is on your mind, consider an alternative to Google Analytics.
Alternatives to Google Analytics that are free
Here are some free analytical alternatives to GA4 if GA4 isn’t your cup of tea or if you want to expand your horizons.
StatCounter
Despite its long history, StatCounter’s user interface remains very simplistic. Having said that, it isn’t a bad product (especially considering its free price); it just seems a little older than some other tools. You can easily find top-level data, and you have many insights into visits, popular pages, keywords, paths, entrance/exit pages, etc.
In terms of segmentation, goals, campaign tracking, and slightly more advanced features, StatCounter lags behind the competition in terms of segmentation, goals, and campaign tracking.
The Growth Plan tool in StatCounter helps you focus on key areas to increase revenue by converting your web traffic data into actionable insights. In order to use it, you must pay per month.
With Industry Rankings, you can compare your site’s traffic, social media, mobile traffic, and user experience to your competitors. The tool features a library of videos, articles, and e-books.
This tool is not as useful as other analytics tools, and it does not have as many features, but it is free to use.
Open Web Analytics
Open Web Analytics (OWA) is an open-source, free solution for tracking web traffic. Its user interface is similar to Google Analytics from around 2013.
In spite of being free, OWA provides a lot of features; it tracks conversions along multiple steps, offers stats filtered by various factors, and even displays heat maps.
It is possible to set and store up to five custom properties on all tracking events (such as page views, sessions, clicks, or actions). One or more custom variables can be set for a single tracking request, for all requests that make up a single session/visit, or for all visits for one visitor.
In summary, OWA is a robust and feature-rich analytics solution. It is, unfortunately, subject to the same bounce rate and time-on-site limitations as most analytics tools. Additionally, it doesn’t seem to be updated very often.
Leadfeeder
Last but not least in our list of free Google Analytics alternatives, Leadfeeder provides data-driven insights that are distinct from GA.
You can master the basics of this free Google Analytics alternative in just a few hours thanks to its intuitive interface. As a result, it can be used to uncover patterns in the behaviour of users or audiences at a glance because it’s highly visual.
Among Leadfeeder’s key features is its ability to track and monitor companies that interact with your website, rather than just consumers. Additionally, Leadfeeder is easy to integrate with a range of popular web tools (such as Mailchimp, Pipedrive, Zapier, and Google Data Studio).
Whether you are looking to engage with B2B customers or B2C customers, Leaderfeeder’s free lite version is intuitive, reliable, and offers a solid mix of behavioural and engagement insights. This free Google Analytics tool can offer real value to marketers working with SMBs.
Woopra
Woopra is a free alternative to Google Analytics that tracks, traces, monitors, and analyzes every step of the customer journey.
With the free version of the platform, you don’t need to be a technical whiz to use it effectively. Additionally, Woopra integrates with over 50 leading marketing platforms.
This comprehensive platform allows you to track very specific interactions based on touchpoints, including CTA buttons, copy, email subscription click-throughs, and live chat engagement data. These nuggets of information will empower you to optimize the entire user or customer journey.
In addition to offering all of the analytical insights you’d expect from a GA alternative, the tool’s free version supports up to 500,000 actions and offers up to 90 days of data retention. Any data-driven marketer’s toolkit should include this insightful and robust component.
Crazy Egg
Among the paid alternatives to Google Analytics, we have Crazy Eggs. With this savvy platform, you can see what your customers are doing in real-time. This tool helps you discover which sections of your web pages are the most popular thanks to the Heatmap tool. Moreover, it provides insight into which section of your page is most read by monitoring scroll depth.
In contrast to other data tools that produce figures and trends, Crazy Egg provides a completely visual experience. With a visual representation of results, you can decide where to position page content and which areas to optimize. By using the page editor, you can change whatever you want on the site in a very simple and user-friendly manner, which means you can get in, change what you want, and leave.
In addition to A/B testing, Crazy Egg allows you to seamlessly push the winner into the live version after the A/B test ends. By selecting a goal based on a URL, form submission, or clicked link/button, the platform will automatically send more traffic to the winning variant once it detects a winning variant. As a result, you get as many conversions as possible without wasting traffic.
Whenever a visitor visits your site and clicks on something, you’ll see everything they do.
Kissmetrics
In addition to its Customer Engagement Automation feature, Kissmetrics is another great Google Analytics alternative that helps you acquire, keep, and grow your customer base. The tool is capable of understanding – and engaging – different customer profiles at a deep level. For example, you can identify the visitors with the highest conversion rates and focus your marketing efforts there. Furthermore, you can target users who drop out of the sales funnel through other campaigns if they leave the funnel.
A particularly useful feature is Kissmetrics’ Click to Track tool, which simplifies the process of creating goals and events. When you set up analytics with Click to Track, you can simply click on key elements of your website to add events without writing any code.
Kissmetrics helps companies achieve their conversion rate optimization goals by ensuring their sales funnels perform optimally and implementing a Conversion Rate Optimization campaign.
Alternatives to Google Analytics that require payment
Heap
In addition to being an impressive Google Analytics alternative, Heap Analytics also focuses on user-friendliness. Without a lot of technical knowledge, you can easily track all the important events on your site.
With heap, you are actively encouraged to create tracking and reports that are useful to you. It does not overwhelm you with endless statistics and screens. The program instead guides you through the process of building your own reports, which can be tailored to suit your specific business needs.
In Heap, everything is done through a point-and-click interface, somewhat similar to Kissmetrics. The unique feature of Heap is the ability to define custom events by clicking directly on buttons and forms on your website.
As well as tracking events on your websites, Heap also shows you a list of the most commonly performed events, which you can then label and categorize. This applies retroactively as well. When you start tracking an event today, the Heap tracking code will provide you with stats from the past, starting from the moment you installed it.
All of this results in Heap being incredibly easy to set up and use. Google Analytics is the opposite of Heap when it comes to user-friendliness. As for the ease of setting up and using Heap, it’s excellent.
Adobe Analytics
This piece of software aims to provide high levels of attribution for multiple channels and devices. Adobe Analytics measures conversions based on Success events and takes data from a range of digital sources, including voice, video, connected cars, CRM, and the internet of things. To get a complete picture of the consumer journey towards a successful event, it integrates offline and enterprise data.
The data collection process is strengthened by combining online and offline data sources, including custom variables, which help make the data collection more accurate and relevant for the specific business. Integrated tag management allows you to collect and share data across marketing systems without modifying your website’s HTML code. With advanced attribution modelling, you can also uncover the details of your marketing activity using multiple rules-based algorithms, which can help you select the most appropriate model for your digital marketing activities when viewed from the perspective of your audience. Furthermore, Adobe Analytics also helps detect anomalies in website interactions through this aspect.
Adobe Analytics is best suited for large enterprise-level companies with a strong digital presence. Most organizations can’t afford its five-figure price tag, but its incredible offline and online channel integrations are something most analysts can only dream of.
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