Google Analytics is one of the most popular and best-known analysis tools. But does that mean that it is also the best tool? In this article, we present the six best Google Analytics alternatives.

Website operators have access to numerous functions with Google Analytics . The most important of these include recording all visitor numbers, the bounce rate, the length of stay and the country of origin. For website operators, one thing is certain: without concrete statistics, it is almost impossible to find out which posts are popular with visitors and where improvements need to be made. 

But it is not only Google's analysis tool that enables these statistics. There are also other arguments for looking for an alternative to Google Analytics. On the one hand, many users are annoyed by the delayed display of some statistics. The extensive functions can be overwhelming, especially for inexperienced users. If you are not familiar with Google Analytics, you can quickly lose track of things.

The premium version Google Analytics 360 is particularly suitable for large companies. The paid version comes with extended customization functions, scalable tools and support. However, Google Analytics 360 is usually not worthwhile for small and medium-sized companies.

The best Google Analytics alternatives 

Even though Google Analytics is one of the best-known and most popular analysis tools, this does not automatically mean that it is the best solution for all types of websites and companies. We therefore present the six best Google Analytics alternatives below.

1. matomo

Matomo, formerly known as Piwik, is one of the most popular Google Analytics alternatives. Matomo is open source software that can be downloaded free of charge. This is precisely its major advantage over Google Analytics. Website operators store all data on their own servers. By hosting the data independently, website operators have full control over all data. At the same time, this is advantageous in terms of data protection.

The functions of Matomo are comparable to those of Google Analytics. Some important points are missing from the basic function, such as the fact that there is no import function for reports. However, as it is an open source software, most of the missing functions of the basic function can be easily extended with plugins. 

Similar to Google Analytics, website operators must install a tracking code from Matomo on the website for the tracking to work. Overall, the configuration of Matomo is complex. For inexperienced website operators in particular, this means that they have to expect a longer training period.

2. open web analytics

Another open source software and Google Analytics alternative is Open Web Analytics. Anyone who has already had experience with Google Analytics has a clear advantage with this analysis tool: the structure, functions and design are very similar. The tool is completely free to use and has a number of impressive functions. These include the heatmap function, which website operators can use to recognize how website visitors react to the design and structure of the website.

In addition, as with Matomo, all data is stored on the company's own servers. With Open Web Analytics, users therefore also have full control over all data. Since the Open Web Analytics community is very small compared to others, you are usually on your own in the event of problems. The further development of Open Web Analytics is also somewhat slower. This can be recognized, among other things, by the fact that new updates are only rarely available to users.

3. etracker

If you attach great importance to the fact that the provider of the Google Analytics alternative comes from Germany, you should take a closer look at etracker. 

The basic version for nine euros per month includes the basic functions Live Tracking and Click Path Analysis. The Pro version can be booked for 19 euros per month and includes additional e-commerce reports. The Enterprise version costs 99 euros per month. Users have access to all the functions of the Pro version plus a report builder, app tracking and other functions.

The server locations are exclusively in Germany. As a result, the provider claims to work in full compliance with data protection regulations. The Google Analytics alternative etracker is also suitable for inexperienced users, as the interface is clear and intuitive.

4. adobe analytics

The US company Adobe also offers an interesting Google Analytics alternative with Adobe Analytics. The numerous analysis options make the tool an alternative with the largest number of functions. In addition to website analysis, Adobe Analytics also gives website operators access to social analytics, campaign management and content management.

In contrast to Google Analytics, the design of Adobe Analytics is not complicated, but intuitive and clearly structured. The display can also be customized. The analysis tool from Adobe is subject to a fee. Website operators can request a demo on the Adobe website. However, Adobe will only provide information on the cost of the tool upon request.

5. clicky

Clicky is a free Google Analytics alternative. However, the free version is only suitable for small websites, as the analysis and tracking function is limited to 3,000 page views per day. However, the Clicky dashboard can be individually designed and customized. 

The free version of Clicky is very clear, as the most important information, including real-time data, is available at a glance. Small websites therefore have the opportunity to analyze their data easily. For larger websites, however, Clicky requires a paid plan. This also includes additional functions, including the heatmap function, split tests and data export.

6. econda

The Google Analytics alternative specializes in e-commerce. So if you are looking for an analysis tool for your own online store, you should take a closer look at econda. econda is a German provider with server locations in Germany. The tool is therefore a good alternative for anyone who attaches great importance to data protection.

The econda analysis tool is particularly impressive with its data-driven e-commerce and content suite. With the help of the data, online store operators should be able to generate more sales and use resources efficiently. However, the tool is not available free of charge. The exact costs can only be found out on request from econda.

Why does it make sense to use a Google Analytics alternative?

Google Analytics is one of the most popular analysis tools for good reason: The many functions deliver what they promise, website operators can analyze where their website needs improvement and it is free to use. 

However, one of the biggest disadvantages of the tool is that all data is stored directly on the company's servers. Website visitors therefore agree to the cookies, and the software then transmits the user information directly to Google. 

The server locations are in the USA and are therefore not subject to the strict data protection rules in Germany. This is also the reason why the GDPR-compliant use of Google Analytics is becoming increasingly difficult. The forthcoming ePrivacy Regulation, which is due to come into force in 2023 at the earliest, is also making the use of Google Analytics more complicated.

Conclusion: Google Analytics alternatives are useful depending on the website

Many website operators use Google Analytics as an analysis tool right from the start because it is free software. However, very few website operators take into account that the many functions are overwhelming and often do not lead to the desired business success. For small websites, another free analytics tool such as Clicky is clearer and easier to get started with.

With some Google Analytics alternatives, large websites and experienced website operators have the opportunity to use many extensive functions and at the same time meet the high standards of the General Data Protection Regulation. Alternatives such as Matomo or Open Web Analytics make it possible to store all data on your own servers and thus avoid forwarding personal data to Google.

Anyone running an online store often needs more specific data and information in order to make adjustments and improvements. The econda analysis tool helps to generate more sales and use resources more efficiently.

If you run a smaller WordPress website, you also have the option of obtaining the necessary statistics using plug-ins such as Statify. Installation and setup is quick and the statistics are clearly laid out. Especially for inexperienced website operators, the plugin can be a good Google Analytics alternative to gain initial experience with website statistics.