🔍 How to Use 6 Alternatives to Google Analytics...

6 robust alternatives to Google Analytics GA4 for better user data management and analysis: Matomo for full data ownership, Plausible for basic tracking, Usermaven for sales-focused insights, Heap for comprehensive interaction tracking, Piwik PRO for ease of use with templates, and Microsoft Clarity for free advanced features like heatmaps and session replays.

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If you’re a little frustrated with Google’s new GA4 analytics, you’re not alone. Millions of people are ragging on it online – calling it everything from a “downgrade” to straight-up “trash” and, worse yet, “the Windows Vista of Analytics”.

Not that Universal Analytics was that great, but this new one?

OK, to be fair, the GA4’s cross-platform tracking and granular control over events were sorely needed. But you do get the sense that its setup is more beneficial to large corporates – it can do A LOT if you have the training, resources, time and money to set up properly.

We figured we’d just have to learn it, but then we came across some founders who were so frustrated, that they committed to finding better alternatives.

Here are some options

1. All the power of GA4, just simpler: Matomo

Everything GA4 has, plus full data ownership (the data doesn’t sit elsewhere, it’s self-hosted with you), you can even deploy it on your own server. You also get way more flexibility in reporting and no data sampling (did you know GA only samples and shows predicted/modelled data, not the real numbers?). Check out Matomo.

2. Just basic website tracking: Plausible

For those who just want all the good-ol’ data you got from Universal Analytics for website only, check out the totally open source, self-hosted and dark mode-enabled Plausible.

3. For business, sales and conversion: Usermaven

Recommended for performance marketing, sales and conversion tracking, with native sales funnel tools etc., all while still being plug & play, check out Usermaven.

4. For tracking everything: Heap

Remember how Universal Analytics used to track everything? Well, that's basically what this one does – it tracks even more than before and you can drill down on whatever you like. See Heap.

5. Loads of tools and templates: Piwik PRO

Basically, the proprietary version of Matomo, what makes Piwik PRO unique is that it has all the same advanced events, tracking and reporting features as GA4, but instead of having to manually set them up, they have templates, so it’s basically plug & play on Piwik PRO.

6. For powerful extras, free for life: Microsoft Clarity

Advanced stuff like heatmaps, session replays (watch videos of user sessions on your platform), scroll tracking and features you’d normally pay for, but for free. That’s Microsoft Clarity (shoutout to Ahren from Momint for this recommendation).

Oh, and if you (or your technical partner) are just looking for a GA alternative that still needs Java to deploy and set up, try Mixpanel (great if you can code) or Amplitude (powerful user insights for products, great even for importing data from other analytics tools).