Looking for alternative measurement tools to GA4? If you've been feeling like Google is tripping you up with measurement lately, you're not alone. Since the arrival of GA4 and the famous Consent Mode, collecting data has become an exercise in patience... and faith. The metrics no longer add up.
But don't worry, there are alternatives for measuring without going crazy. In this article we look at six: Plausible, Matomo, Piwik PRO, Amplitude, Adobe Analytics and Fathom Analytics. We explain what you can and cannot do with each one, and for which types of companies they are best suited.
- Plausible
Plausible is a simple alternative designed for companies looking for a web analytics tool without cookies and without complicationsIs it right for your business? If you are a blog, a startup or a small business that needs basic metrics, Plausible may be the ideal choice.
What can you do with Plausible?
- Traffic measurement without cookies.
- Analysis of traffic sources and most viewed pages.
- Events and conversions without the need for complex scripting.
- Integration with platforms such as Google Search Console and UTM campaigns.
- Full compliance with GDPR, CCPA and other privacy regulations.
❌ What can't you do with Plausible?
- It does not have advanced behavioural analysis (heat maps, session recordings).
- It does not have detailed conversion funnels.
- It does not allow for cohort analysis or in-depth user data.
If you are looking for a simple and intuitive solution is the best option for your business.
Matomo
Matomo is a complete option for companies that want to full control over your data Is it the best option for your business? If you handle sensitive data or need to store information on your own servers for regulatory compliance, Matomo is an excellent alternative.
What can you do with Matomo?
- Detailed measurement of traffic, events and conversions.
- Conversion funnels and behavioural analysis.
- Integration with tools such as Google Ads, Tag Manager and WooCommerce.
- Compliance with privacy regulations without relying on third parties.
- Option to store the data on your own server.
❌ What can't you do with Matomo?
- The free version requires own hosting and technical maintenance.
- It does not have advanced machine learning for data prediction.
- Integration with BigQuery or Data Studio is not as seamless as in GA4.
Perfect for companies handling sensitive dataorganisations seeking to Google independence and teams with the technical resources to manage their own server.
3. Piwik PRO
Piwik PRO is a advanced alternative to GA4 which offers storage in the cloud or on your own servers, ideal for businesses looking for a balance between control and ease of use. Is it right for your business? If you need advanced analytics without sacrificing regulatory compliance, Piwik PRO can be a great option.
What can you do with Piwik PRO?
- Highly customisable measurement of traffic, events and conversions.
- Integration with CRM, CDP and automation tools.
- Full control over data, EU storage and GDPR compliance.
- Conversion funnels and user analysis similar to GA4.
What can't you do with Piwik PRO?
- The free version has limits on the amount of data stored.
- It does not have advanced machine learning or predictive analytics.
It is a similar option to Matomo, but with a more intuitive interface (although there are different colours to suit different tastes).
4. Amplitude
Amplitude focuses on the analysis of user behaviourIs it the best choice for your business? If you're looking for a deeper understanding of how users interact with your product, Amplitude could be a great alternative.
What can you do with Amplitude?
- Cohort analysis and advanced user segmentation.
- Detailed conversion funnels with predictive insights.
- Integration with platforms such as Segment, Salesforce and Mixpanel.
- Advanced data visualisation and A/B testing.
What can't you do with Amplitude?
- It is not a traditional web analytics tool, but a product and behavioural analytics tool.
- It does not measure basic web traffic in the same way as GA4.
- The free version has data volume limitations.
Amplitude is ideal for SaaS companies, eCommerce and mobile apps who want to understand how users interact with their product in detail.
5. Adobe Analytics
Adobe Analytics is one of the most powerful solutions on the marketdesigned for companies that require advanced analytics with artificial intelligenceIs it right for your business? If you need a deep level of segmentation and personalisation, Adobe Analytics is an option to consider.
✅ What can you do with Adobe Analytics?
- Detailed tracking of user behaviour across multiple channels.
- Advanced segmentation with artificial intelligence and machine learning.
- Creation of real-time data streams for better decision making.
- Integration with other Adobe tools, such as Adobe Experience Cloud and Adobe Target.
❌ What can't you do with Adobe Analytics?
- It is not an easy tool to set up and requires technical expertise.
- Its cost can be high for small companies or startups.
- The learning curve is steeper than with tools such as Google Analytics 4.
Adobe Analytics is ideal for large enterprises and brands looking for a advanced analytics with in-depth personalisation and AI-based predictive modelling.
Conclusion: Which one to choose?
The best alternative to GA4 will depend on your needs:
- If you are looking for privacy and simplicityPlausible.
- If you want to full control over dataMatomo or Piwik PRO.
- If you need advanced behavioural analysis of users: Amplitude.
- If you are a large enterprise and need high-level analytics: Adobe Analytics.
Each tool has its own approach, so it will all depend on the needs and your company's strategy.
