Comparison of Analytics Tools

Google Analytics vs Plausible vs Fathom Analytics vs Matomo vs Clicky

John Turner

Real reviews by me, John Turner.

Founder of ConversionTracking.com

Included tools
Included tools:
Analytic tool comparisons
Google Analytics

Google Analytics

Plausible

Plausible

Fathom Analytics

Fathom Analytics

Matomo

Matomo

Clicky

Clicky

Review
My Take

The once awesome Google Analytics is now GA4. In my opinion, it's a regression in usability but power users may like the advanced capabilities. There are fewer built-in reports now so you'll have to use the built-in report builder tool or Looker Studio if you need advanced reports that used to exist by default. This is an issue for most casual users as they are not easy to create. You can still get some general data with the built-in reports like visits, some attribution and e-commerce revenue.

Plausible is a lightweight, privacy analytics tool. This means it uses no cookie to comply with GDPR but the downside is you have a limited 24hr window to track events and associates them with a user. The result is less accurate data. They have an easy-to-use single dashboard page with lots of built-in reports and filters.

Fathom is a privacy-first Google Analytics alternative tool. They have gone above and beyond to ensure privacy. Their reports and the user interface are similar to Plausible.io. Simple and easy to use.  They do have filtering but it’s not as advanced as Plausible. 

Matomo may be the closest thing to what the old Google Analytics used to offer. They have an interface similar to the old Google Analytics but they are now Privacy First as well. In my testing, they were the least accurate due to how they send data back to their servers. They use a technology that can be blocked by people using adblockers and I found about 20% of my test data was missing. This setting can be changed, however.

Clicky has been around a long time and one look at the website and you can tell. It’s also now privacy first. The user interface is fairly unique compared to the other services but is still easy to use. Again the biggest turn off for some may be the look. I actually like it. Reminds me of the early web. But the tool still has lots of functionality built in.

Pros
  • It’s FREE
  • Lots of Integrations
  • Large Community for Help
  • Advanced Filtering
  • Very nice and fast User Interface
  • Custom Properties, Funnels and Ecommerce Tracking
  • Filtering and Drill-down views
  • Ultra Privacy First
  • Goal Tracking

  • Interface similar to old version of Google Analytics
  • Lots of Built-in reports
  • Lots of Add Ons like Ecommerce Tracking, A/B Testing, etc


  • Fast and Easy to Use
  • Robust features and reports like heat mapping, uptime montoring
  • Competitive pricing for the features you get
Cons
  • Lack of Built-In Reports
  • Slow
  • Bugy

  • Privacy First means less accurate data
  • No ability to create custom reports
  • May be too simple depending on your needs
  • Privacy First means less accurate data
  • No ability to create custom reports
  • May be too simple depending on your needs


  • The default tracking method leads to loss of data
  • The interface may be too complex for some.
  • Pricing is more expensive but the service offers more features.


  • 90's / early 2000's User Interface
  • Forums for support
  • Not many updates or recent developments
Verdict

The main thing GA4 has going for it is that it is free. Besides that, it’s kind of a pain. I use it for general analytics and I built and use conversiontracking.com for ecommerce tracking.

I really like Plausible and it’s my favorite out of the Privacy First analytics tools like Fathom and Simple Analytics. The limit of a 24-hour lookback window is the biggest downside especially if you need accuracy of campaigns and how people are finding you.

I like Fathom and it is very similar to Plausible. I personally prefer the UI of Plausible. Ultimately they are very similar in regards to the features you get. Plausible seems to have a bit more capabilities but Fathom is a bit cheaper.

Matomo is nice and offers a lot of add-ons and is perfect for someone wanting that old Goolge Analaytcs feel back.

Clicky is just OK, I feel there are better alternatives in the price range.

Pricing
Sign Up Details Visit Site

Pricing: FREE - larger sites will be sampled.

Visit Site

Pricing is based on number of monthly pageviews. The plans are featured gated. Free trial, no credit card required. Get 2 months free with annual plans.

Growth: Starts at $9 per month for 10k pageviews
Business: Starts at $19 per month for 10l pageviews, includes more features.


Visit Site

Pricing is based on pageviews and there is no feature gating on plans. Offer a free trial with a credit card. Get 2 months free on annual plans.

Pricing: Starts at $15 per month for 100,000 page views

Visit Site

Pricing is based on pageviews and add-ons. Try for free, no credit card required. 2 months off with annual plans.

Pricing: Starts at $26 per month for 50,000 page views.

Visit Site

Pricing is based on pageviews and feature gated. Free plan. Offers annual pricing discounts with 33% off.

Free: Free plan offers 3,000 pageviews
Pro: $9.99 per month for 30,000 pageviews
Pro Plus: $14.99 per month for 30,000 pageviews
Pro Platinum: 19.99 per month for 100,000 pageviews

See any errors with the data above or want me to add another comparison? Let me know.

See exactly where your Sales and Leads come from.

Discover what drives your conversions and optimize your strategies with ConversionTracking.com.

App screenshot