A comprehensive overview of the limitations when using Google Analytics for gaining insights. We explore the available alternatives which offer specific solutions and actionable value.
Google Analytics Alternatives For Every Purpose
If you are looking for an alternative to Google Analytics, you have arrived in the correct place.
Google Analytics is a powerful data tool used to understand, measure and analyse your website traffic and activity.
As a well-known free tool, it is the go-to platform for new and existing websites to establish insights into how people find your content , who is finding your content and what they do when they arrive there.
It holds the answers to so many important business questions we ask about marketing campaigns, conversions, creative process and content performance within reporting segments: Real-time, Audience, Acquisition, Behaviour and Conversions.
These categories display many layers of detailed data which can be analysed and packaged to identify patterns leading to crucial decisions on strategy.
Common objections to Google Analytics
Despite being such a popular and useful source of information, there are a lot of reasons why people and businesses do not like using Google Analytics or are keen to discover another platform which meets their requirements.
- Too much or ‘non actionable’ data
- Time consuming to learn, interpret and implement
- Limited integration for a transparent marketing overview
- Does not provide enough context
- Overwhelming aesthetically
- Privacy concerns
Why do you want an alternative to Google Analytics?
Google Analytics’ data is really useful. But it may be the case that you are looking to simplify the information which you need, visualise it differently or extend the value of the metrics into something which is a bit more contextual for your industry, job role or niche.
Often Google Analytics analysis can lead to a lot more questions than answers. This is not a criticism of the platform, it is just outlining the nature of what it communicates as such an extensive source of data.
For example, from viewing Google Analytics, you now know a page is converting well (if your goals have been set up), or receiving high-levels of unique traffic.
But you may need an alternative tool which provides an extension to this in order to discover the why – And therefore to make the necessary changes or adaptations. As ultimately, the aim is to improve performance – not just to be aware of something.
There are many alternative tools which specialise in specific areas of data for you website, app structure, marketing approach or brand perception. They will be more aligned to help you expand on an insight which Google Analytics has highlighted at the top level, or replace the use of it all-together.
So It is important to understand why it is you are looking for an alternative to Google Analytics. Or maybe even an assistant to it which creates clarity, productivity or focus.
This will depend on the level of analysis you are looking for – to what scale and resource you or your business possesses and what the end goal is in terms of the action you then take to make improvements.
It will also depend on how you want to utilise the data for sales potential, lead generation, marketing, experience, research or even a more unique purpose. Therefore do you need qualitative or quantitative output.
The tasks within these roles will require different needs and types of analysis. With the aim to then bring that together in cohesion throughout your business process.
We break down the fundamental components of Google Analytics to discover the tools which specialise in each area in isolation and may hold value to your business.
Google Analytics Alternatives
Website visitor tracking
Website visitor tracking is a tool which will identify the businesses visiting your website.
It is a real-time website data platform which provides a more limited quantity of analysis but intends to generate leads from your website traffic to maximise the potential of marketing campaigns.
By revealing the businesses and contact information behind anonymous Google Analytics metrics, it gives sales and business development representatives tangible leads to follow-up based on pre-determined triggers signalling genuine intent.
Key Purpose – Business identification for lead generation
For – Sales representatives (and marketers). Small, medium and large businesses.
Price – Variable on website traffic volume – from $69 monthly
Free Trial – Yes
Digital experience analysis
FullStory is an incredibly interesting tool which rather than focusing on analytics, metrics and data as such, will literally show you the journey taken by website visitors on your key pages.
It is a unique way to identify trends, highlight issues, bugs and opportunities by literally watching the visitor activity of each session. Whilst not all businesses may have the resources to sit through 100’s of sessions, the tool can deliver notifications when specific actions are triggered to consolidate the usage.
This can be valuable for comprehensive visualisation when introducing new themes, layouts and launches to ensure everything is optimised smoothly.
Key Purpose – Video event capture
For – Marketing and Development
Price – Free forever, Enterprise, Business
Free Trial – Yes
Website analytics reporting
Whatagraph’s purpose is to cut through the noise and provide a clean visual platform to report, display and communicate on the metrics which are most important to your business in order to make appropriate decisions.
It uses over 300 pre-established widgets allowing you to build the perfect custom report for your team or clients.
With regards to visualising Google Analytics data, Whatagraph provides report samples for your website traffic, cross channel marketing campaigns, e-commerce reporting and SEO.
With seamless integration and fast set-up, it is a tool which is comfortable for beginners to jump straight into and produce impressive results for clear interpretation.
Key Purpose – Visually simplified data reporting
For – Social media marketing teams.
Price – Growth ($599/mo), Premium ($239 /mo), Professional ($99 /mo)
Free Trial – Yes, 5-days
Behaviour analytics tool
Hotjar exposes activity of website users in a way which bridges both analytics, feedback and experience to deliver important results.
It offers a range of iconic features such as advanced heat mapping, visitor session recording, conversion analysis and feedback tools to collect targeted data.
Hotjar works well alongside Google Analytics to reveal deeper meaning around interactions and ways to solve issues highlighted.
Key Purpose – Improve website performance through stronger conversion results
For – Analysts / Marketers
Price – Personal (€29 / mo), Business (from €89 / mo), Agency (contact)
Free Trial – Yes, 15-days – 30 for agencies
Oribi markets itself as being a genuine alternative to Google Analytics. It’s purpose is to simplify the data which is collected and provided by GA and translate it into actionable insights which can be utilised more efficiently.
The key features which differentiate itself from GA are automatic event tracking, individual visitor data, advanced funnels, marketing attribution and correlations.
It is a focused tool for marketers which aims to take the limitations of Google Analytics as a broad platform, and confine it for specific and clear purposes.
Key Purpose – Clear campaign and event tracking
For – Marketers
Price – Based on Monthly visitors – Business (from $300 / mo, eCommerce (from $350 / mo), Agency (from $650 / mo)
Free Trial – Try for free
Ahrefs is an amazing software which specialises in analysing website content to help your business performance through ranking intelligently. Therefore by gaining more website traffic in relevant areas, it can improve your brand awareness and conversions depending on your immediate or long term goal.
The features include a variety of complexities from keyword searching to full site audits. It is a tool which in itself has many layers but for content marketers and SEO specialists it allows clarity in terms of identifying trends, tracking campaigns and solving issues.
Key Purpose – Website content analysis
For – Content marketers and SEO specialists
Price – Lite ($99 / mo), Standard ($179 / mo), Advanced ($399 / mo), Agency ($999 / mo)
Free Trial – $7 trial / subscribe
Website optimisation software
CrazyEgg works to help businesses achieve their goals by providing the pathways to get more sales, subscribers or traffic through optimisation and testing.
It’s core features utilise heat mapping, scrollmaps, visual focused reporting and A/B testing to gain clear understanding of the way people react to areas, content and features throughout your website. This enables you to make changes based on reliable data to enhance performance.
Again this style of tool is attempting to answer the why and therefore goes a level deeper into a specific area to help contextualise and resolve problems to improve your results.
Key Purpose – Increased website performance and campaign conversions
For – Marketers
Price – Tracked pageviews / mo – Basic ($24), Standard ($49), Plus ($99), Pro ($249), Custom (Build)
Free Trial – Yes, 30 days
Inbound marketing software
Hubspot is the ultimate all-in one marketing solution. Therefore it goes way beyond the basic offering of marketing and analytics which Google Analytics provides and is a completely different beast all-together.
However, built within and amongst its extensive range of intelligent features for sales and marketing are various website reporting tools such as Contact website activity, Smart content and reporting, Full reporting to measure traffic and conversions and also revenue analysis attributions.
Of course the access depends on which package you are committed to and these are available alongside many other fantastic features designed to deliver the ultimate inbound package.
Therefore it may not be practical to pay for everything in-order to receive the analytics access. Or it can be a gateway to benefiting from their complete suite of services.
Key Purpose – Complete Inbound sales and marketing hub
For – Marketers, sales professionals, whole team
Price – Starter (£42 /mo), Professional (£655 /mo) , Enterprise (£2,624 / mo)
Free Trial – Free CRM & Marketing Tools
Automated analytics reporting
Strategy focused analytics for SMB & eCommerce, Enterprise and Agencies using AI.
PaveAI is designed to transform your Google Analytics information into clearer insights offering suggestions displayed through demographic activity, acquisition channel performance and overall trends across certain periods.
It is built to work according to your goals and uses machine intelligence to deliver a data-driven impact.
In addition to this, they aim to improve the accuracy of the data with a referral spam remover which is able to detect and remove unwanted sessions which may influence your overall picture.
Key Purpose – Data-driven insights
For – Analysts
Price – Contact to learn – Enterprise, SMB & E-commerce, Agencies – (from $39 / mo)
Free Trial – Yes
Analytics cost data uploader
A Google Marketing Platform sales partner – Whilst this is not a direct alternative to Google Analytics itself, what it may do is provide a solution to a problem which in its natural form, GA doesn’t offer. Or at least can be a challenge to implement.
This add-on is a simple way to upload cost data to your Google Analytics platform, allowing you to calculate the cost of organic search traffic with greater accuracy.
Therefore it will give your business an opportunity to better manage budgets and allocations towards different areas of your strategy.
Key Purpose – Visualise content campaign ROI
For – Senior management
Price – Marketing data ($55/mo), Reports & attribution ($970 / mo), Enterprise (Contact)
Free Trial – Yes, start for free
Real-time website analytics
Real time, privacy focused analytics. Anonymous website visitor data, used to showcase key website metrics.
Self-proclaimed as a simplified website analytics system showcasing a ‘Now dashboard’ of useful real-time insights, alongside a ‘trends dashboard’ for historical reference and analysis.
It offers a strong range of integrations to improve your analytics perspective.
Key Purpose – Focused website analytics
For – Team
Price – Pay as you grow – Analytics from free, Suite from $79 / mo
Free Trial – Get First Insight Free / 14-days
Website analytics platform
A simplified, professional and practical alternative to Google Analytics which delivers a pure experience.
Website data analysed in real-time, with a great attention to detail. Clicky is able to capture individual visitors and the actions they take and works to remove spam and bot data to ensure a clear understanding.
Clicky has an extensive range of features made for professional purposes including video analytics, a built-in URL shortener, Twitter analytics and also a White Label version.
It is a free tool for the standard services up to 3,000 daily page views.
Key Purpose – Professional website analytics
For – Marketers
Price –Monthly – Free, Pro ($9.99), Pro Plus ($14.99), Pro Platinum ($19.99), Custom
Free Trial – Yes, 21 days premium
Customer journey analytics
Woopra provides specific analytics solutions for numerous industries including, SaaS, eCommerce, Finance and Media.
The intention is to answer fundamental questions about customer experiences through visualizing the stages at every point of the journey through behavioural segmentation, establishing trends and reporting clearly for action.
Their technology matches actions with the users and devices to contribute to creating better experiences.
Key Purpose – Understanding user activity
For – Marketing an Sales
Price – Core ($0), Pro ($999 / mo), Enterprise (contact)
Free Trial – Yes, 500k actions /mo
Business intelligence platform
A technical cross device data collection service which aims to help businesses make clearer decisions based on intelligent data.
They offer four solutions – Web, Mobile, Marketing and Offline data through an observation monitoring tool, user-friendly dashboards and custom reports.
They also offer a workbench service for fast modelling and analysis.
Key Purpose – Marketing performance analysis
For – Retail and eCommerce businesses
Price –Starter ($0) – upgrade to business available ($99 /mo)
Free Trial – Yes
Free Web Stats
A widget-style web stats tool which provides clear and easy to digest data through aesthetically pleasing layouts.
The tool enables users to quickly comprehend website activity based on your goals of driving more traffic, creating engagement or converting visitors.
W3counter also gives you the option to include simple lead capturing tools on your website such as pop ups, contact forms, banners, social buttons and opt-ins.
The free plan is available for bloggers where as to access additional tracking features there is a Pro and Business charge – depending on your requirements.
Key Purpose – Simple blog or website data visualisation
For – Versatile for bloggers or professionals
Price – Free, Pro ($5 / mo), Business ($10 / mo)
Free Trial – Yes, free forever plan
Real-time web analytics
An all-rounded analytics platform which was built on the principles of delivering clear meaning, a quick responding software which is extremely reliable.
In-depth webstats with practical and contextual features including visitor labels, custom email reports, Google keyword data analysis and a full mobile application.
It also values your privacy and works to detect click fraud when running paid advertising campaigns.
Key Purpose – User-friendly website analysis
For – Marketers
Price – Free, Premium ($9 / mo)
Free Trial – Yes
Optimizely are a world-leading product with a vast range of features and services used by internationally recognised businesses including IMB and Microsoft.
Optimizely supports large businesses in growing faster by creating complex data experiments which open a gateway for discovery.
Their solutions are designed for marketing, product, engineering and data teams across multiple industries. Their platform also caters for developers.
Their features include feature management, implementation, launch experiences, results and targeting. Eac with many layers and are used to create, test, learn and develop in granular detail to ensure an environment for growth at scale is achieved.
Key Purpose – Large scale website, app and product experimentation
For – Marketing, product, engineering, data
Price – Rollouts, essentials, business, enterprise
Free Trial – Free Account
A complete tool to allow businesses to plan, implement, track and amend their Search engine strategy in order to create growth hacking opportunities.
From identifying profitable keywords, establishing their value and expanding on the variants to a complete backlink overview with quality scoring.
Serpstat will support both organic and paid campaigns whilst also researching your competitors activities. It is designed to save time and collate all of the necessary data for making your website content more powerful and effective.
Their features include feature management, implementation, launch experiences, results and targeting. Each with many layers and are used to create, test, learn and develop in granular detail to ensure an environment for growth at scale is achieved.
They provide a community feel with an active Facebook group and endless support.
Key Purpose – Content performance and lead generation
For – Content marketers, SEO analysts
Price – Lite, Standard, Advanced, Enterprise
Free Trial – /
Privacy friendly analytics
Plausible pride themselves as being a simple alternative to Google Analytics which collects the data you need in an ethical way.
It is an open source web analytics platform displaying web statistics at a glance with speed and convenience their priority.
By using this analytics alternative you do not need to disturb your visitor experience as it is full compliant with privacy regulations.
They have a public roadmap which is driven by their community in terms of features and design.
Key Purpose – Privacy friendly analytics
For – Website owners, freelancers, agencies
Price – Monthly – Personal ($6), Start-up ($12), Business ($36)
Free Trial – Yes, 30 days
eCommerce data visualisation
Adverity insights works to transform unorganised data into a visual platform to discover results.
The dashboards are designed to showcase the transparency and accuracy of hitting your Key Performance Indicators.
The data can be used to understand campaign delivery, consumer patterns, calculate return on investment and identify channels for growth.
Key Purpose -Data-driven eCommerce analytics
For – Agencies, Brands, eCommerce stores
Price – Custom plan
Free Trial – Book a demo
Social media monitoring and analysis
Whilst Google Analytics and many of the platforms in this post help you to understand your website impact through analysis, this tool intends to capture something a lot less tangible – your brand.
By monitoring your social media and marketing activity and response, Brand analytics can guide your PR, marketing and Customer service strategies based on the reports from their media monitoring and trend insights.
Key Purpose -Understanding brand reception
For – PR, HR, Senior management
Price – Start up, Basic, Expanded
Free Trial – /
Google Marketing Platform
Google Analytics premium service is known as Analytics 360.
This comes with a full list of various support options including a dedicated account manager.
Further to this, the 360 model allows query time processing, additional data volume capacity and data rows alongside BigQuery integration and service level agreements.
The 360 platform is more useful for enterprise level business and therefore the level of complexity that scale requires.
Key Purpose – Google Analytics with detailed support and integration
For – Enterprise level business
Price – Talk To Sales
Free Trial – Google Analytics Free Service