7 Alternatives to Google Analytics

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Since its launch in 2005 Google Analytics has become almost unassailable in the world of website analytics, with 57% of the world’s 10,000 most popular websites using the popular site statistics suite.

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Prior to the arrival of Google Analytics, the choices were largely between the inferior data of ‘server stats’ packages, lightweight 3rd party services or paying several hundred dollars a month for an enterprise level solution.  Google Analytics brought powerful, accurate analytics to the masses and as site owners we lapped it up.

Tools such as Google Analytics give us the data to make smarter decisions about our websites and our businesses.  Whether we are looking to increase traffic, improve conversions, conceive content ideas or do any of a myriad of other tasks, our analytics suite will often be the starting point.

However Analytics != Google Analytics. There are alternatives out there, and what’s more some of them are rather good.

Why wouldn’t you use Google Analytics?

Google Analytics is undoubtedly a strong product. The combination of in depth data, powerful analysis and creative visualisations make it a compelling product.  The fact that you get all of this for free is certainly a draw as well. It is certainly my own first choice for almost all projects that I work on.

The Ubiquitous Google

However there are growing concerns by many about the all-seeing and all-knowing nature of Google.  For some the idea of one company controlling so many parts of their online operation is uncomfortable.  For those working in the areas of online marketing that might require head-wear of a darker shade it just isn’t an option.


One complaint that I hear frequently, particularly from new clients, is the complexity of Google Analytics. For the occasional user and those just seeking fast answers to simple questions that complexity can be off-putting.  With Google Analytics version 5 likely to become compulsory early in the new year that complexity is only going to increase, which will undoubtedly be off-putting to some.

Feature Set

Finally there is the simple fact that you sometimes either need or want something a little different. Whilst Google Analytics certainly offers a lot, it doesn’t offer everything or suit everyone. Between them, the alternatives below offer a host of features that are not available in Google’s product.  For some projects that might be just what is needed.

What alternatives are there?

Google Analytics fulfills different needs for different people, so your choice of alternatives will really be governed by what you are actually looking for from a solution.  However there is little that Google Analytics offers that is truly unique, which leaves plenty of interesting alternatives to look at. I’ve picked 7 alternatives that should offer something for everyone.

1. Clicky

Clicky prides itself on being easy to use, in fact they confidently claim to be the easiest analytics service you have ever used. Ease of use often means simplicity and Clicky certainly doesn’t provide the depth of data that an expert Google Analytics user might expect, but to Clicky and its loyal users that is one of the key advantages! Most site owners never look at most of the in depth data and the addition of live data makes Clicky appealing to many.

Despite its claimed simplicity, Clicky does offer useful click-stream data, visitor level information that Google doesn’t share through analytics.  Clicky is free for up to 3,000 daily page views with paid packages starting at under $5/month.

2. Mixpanel

Mixpanel is another package that headlines with real-time analytics, however it is their handling of conversion funnels that stands out for me.  In particular; the ability to be able to create and analyse funnels retroactively in a way that is both quick and elegant.

Cohort analysis in Mixpanel allows you to track the retention of your product, graphing how often customers return after their initial visit – a great metric for building a stickier (and more profitable) site.

Mixpanel’s pricing structure is based on how many events  you track, which might seem confusing to some.  However they have a free package allowing you to track up to 25,000 data points which can be increased to 200,000 if you give them a footer link in return. For most sites that would be more than adequate to at least test this innovative offering.

3. FoxMetrics

FoxMetrics gives you the ability to track metrics that are specific to your business, in the form of events.  Using their API you could for instance track software installs, newsletter views, media consumption or almost any event that you can get to trigger an API call.

These events, along with more standard metrics, can be used to trigger personalization of your website based on user behaviour. Simple examples of this might be displaying a “subscribe” call to action to visitors who have read multiple pages, or a different banner to newsletter subscribers.

FoxMetrics offers a free package for up to 25,000 events and premium packages from under $10/month.

4. Open Web Analytics

Open Web Analytics is the open source community’s answer to Google Analytics and has a look and feel that will be rather familiar to many.  Rather than being a hosted solution, OWA is a downloadable program that you install on your server. Whist this means some extra work at the outset it does also mean retaining control and ownership of your site’s analytics data.

In terms of features OWA does it’s best to mimic Google Analytics and covers the key features quite well. OWA adds tracking of mouse movements and visual heatmaps to the feature set which will be of use to those with a casual interest in usability.  However the key selling point of Open Web Analytics is not really it’s feature set, but in offering a self-hosted and open source alternative to Google Analytics.

5. Kissmetrics

Many site owners will be aware of Kissmetrics thank to the excellent blog they run, yet I suspect far fewer have tried their analytics solutions.  Kissmetrics tries to make analytics more personal by tracking, and allowing you to easily visualise, the user life-cycle.  If you’ve ever found yourself wondering why some of your site visitors are so much more valuable than others then Kissmetrics allows you to drill down to see the behaviour of individual visitors on your site and how that has changed over time.

The other great draw of Kissmetrics is the ability to analyse conversion funnels in real time and produce clear visualisations of your site’s ability to convert visitors to whatever goals you set define.

Kissmetrics don’t offer a free service level, but their focus on actionable data should mean that the $30/month starting subscription isn’t too difficult to recoup for any commercial site.

6. Log File Analysis

Depending on your hosting set-up you might already have an alternative to Analytics installed and collecting data in the form of log files analysis.  Webservers collect masses of usage data as default behaviour and many hosts include software to analyse this data for free to call their customers.  Popular choices include AWStats and Webalizer.

The log file data that these packages analyse (and the way that they collect it), does differ from what you might be used to through the likes of Google Analytics, but will still give you valuable information on who is using your website and how they are using it.

One advantage of log file analysis programs is speed for the user.  Because these solutions analyse data that your server is already collecting there is no overhead at all for the site visitor.   Another aspect that appeals to some is that of data security.  Because you are not generating additional data, and in particular not sharing that data with a third party, information about your site is kept safely on your server.

7. Website Tracking Tools

3rd party tracking tools are the precursor to modern analytics suites and share many similarities with them. In most cases you are using a embedded snippet of code to pass data to a third party service who collect, collate and present it in a meaningful way to you.

The line between what I would term “website tracking” and “analytics” is blurry at best and technically the terms are Synonymous. However there is a clear difference between the likes of Google Analytics or Kiss Metrics and Sitemeter or eXTReMe Tracking.  Both groups of products deal with website visitors and their behaviour, however those that position themselves as Analytics tend to offer additional dimensions such as conversion tracking, segmentation and campaign tracking that are essential to the professional marketer.

However many site owners not only don’t want those features, but are actively put off by them. Being able to log in and see visitor numbers, most popular pages and what the last X visitors to the site did is all that is wanted and needed.  For such projects website tracking tools such as eXTReMe Tracking, Sitemeter, GoStats or Statcounter are ideal solutions.

Which Analytics Package Will I Use Next?

With all these options available it does beg the question of which I will use on my next project?  The answer to that will really be dependent on what that project is, but if I were a betting man I would put my money on Google Analytics.  Whilst there are brilliant alternatives out there, Google Analytics does provide a solution that is ideal for most projects. It’s also the package that I (like most people) are most familiar with, so the one that I can pull actionable data from most quickly.

However there are undoubtedly times when Google’s offering is not the best analytics product for the job and in those cases I am more than happy to turn to one of the options above to understand my site visitors better.

Image Attribution:

Logos copyright of the relevant vendors

Analytics Graph – CC Licensed http://www.flickr.com/photos/sepblog/

Mat Bennett
Mat Bennett is Managing Director of OKO Digital where he has been involved in developing websites and marketing businesses online since 1996.
Mat Bennett
Mat Bennett

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  • kman

    Umm, hello? Piwik?

    • Aaron Bradley

      I was wondering about that omission myself.

    • Mat Bennett

      Piwik was on my original list. However it soon became clear that my short blog post was in danger of turning in to an epic, so I decided to limit the number to 7.

      My aim was to show some alternatives and alternative approaches, rather than trying to list every analytics package available. With a self imposed limit of 7 I didn’t feel justified in including 2 non-hosted opensource solutions that are quite similarly positioned and therefore had to choose between Piwik and OWA. Either one is deserving of a mention, but I opted for OWA.

      • Carla

        Does OWA give you a keyword referrals report (for the words people used to find the site). Google Analytics doesn’t do as good a job with this since they started holding back the data from visitors who were logged into one of their Google accounts (ie https instead of http)?

        I want to know what the best tool to close this unfortunately statistical gap that Google has created

      • Mat Bennett

        Hi Carla,

        You have to realise why that the keyword data is missing to understand the problem. It isn’t missing from Google Analytics because they choose to hide it data that they have collected. It is missing because Google search no longer passes that data in some circumstances.
        That means that no analytics package can show you it. Switching from GA to one of the alternatives is not going to bring that data back I am afraid. It has gone. It is very likely to have gone for good. The amount that has gone is likely to increase. We need to change our working methods to work on that basis.

  • Darklit Design

    I didn’t see Woopra (

    • Stacey

      Hey! What about Piwik? This is number 1 and you forgot it?

  • Mat Bennett

    It would have been pretty easy to make this article “10 alternatives…” or even 15, but I really just wanted to put the idea out there that there are alternatives and that they have some genuine strengths. I dropped a few alternatives as I put the article together. Piwik was one of those.

    I haven’t tried Woopra, so couldn’t really comment on that. Maybe one for me to try out.

  • Jon

    I often use Stat Counter as an easy alternative for a quick set up. The reports for recent referrals and recent keywords are good on low traffic sites as you can quickly see what and where people are search or coming from. Also it tracks Adsense clicks without being asked (Exit Link Activity), which is handy to know. The freebie version does not store much data, but again, if you are throwing it on a new site it holds enough.

  • Ben Sardella

    Thanks for the mention here – the team at KISSmetrics really appreciates it!

    • Mat Bennett

      No problem Ben. As I mentioned in the article I’m a big fan of your blog and I’ve had the pleasure of using kiss metrics on a couple of projects in the past. I love that it brings something different to the table, so including it was an easy choice.

  • KEY

    I haven’t tried Woopra, so couldn’t really comment on that. Maybe one for me to try out.I use that one myself for lightweight stats without the bulk of Google’s tools.

  • josh groban

    Data Entry Specialist needed..link building is a plus..visit our site..U.S and U.K residents are prioritized..MakeCash10 adddot com

  • Dirty Seagull

    I have used Open Web Analytics before and I am quite a fan

  • sardonista

    What about Piwik?

  • Fabrizio

    Nice post but you didn’t mention “Piwik”, it’s a Open Source analytics software, looks like GA and it’s in Real Time first of GA 😉 I’m using on my blog and I’m very happy of this choice

  • Gids

    Hi Mat
    Just wondering if Woopra didn’t make the cut or was just overlooked?

    • Mat Bennett

      Hi Gids,

      As I’ve discussed above, the aim wasn’t to list ALL alternatives to Google Analytics – There are a lot! It was to show that there are alternatives and that many are very good.

      I could have included Piwik, Woopra, Mint, Reinvigorate, Yahoo web analytics, Slimstat, about 100 webcounter type services and at least a dozen more server side ones and people would still be telling me I missed some! I’d have been testing them until Christmas and the article would read like a short novel.

      The 7 I chose give a good demonstration of the approaches and uses out there and will suit different types of sites.

  • Gids

    Hi Matt
    My apologies, I think my question may have sounded like a criticism rather than a check just before I potentially went down an analytics cul-de-sac!
    So, to pick your mind a little further – if I may, the great feature of new Google Analytics IMHO is visitor flow, which allied with CrazyEgg gives a better feeling for visitor behaviour… but it would be better to have the same data in the same place rather than the two measuring things a little differently… any steers would be much appreciated!

  • Angelique

    Are any of these options more accurate than others? Or more complete? Here’s what drives me crazy: I’m using Site Stats for WordPress. My daily report might look like this (simplified for round and easy-to-use numbers): Views per day: 10. Views by page: Each page received one view. Referrers: Two people came from Twitter. Search terms: 2 people searched for 2 different terms.

    Can you see why I’m going, “Huh?” 2 + 2 does not equal 10. It’s even crazier when I have 60 views per day but just a very small number of referrers and search terms.

    • Radio

      If you directly enter the address of a webpage in the browser then there’s no referrer (variable empty)…
      could it be an explanation?

  • Dave Culbertson

    Nice list. I sometimes call upon a web log analyzer when I get a new client who – gasp – has never used Google Analytics or another hosted solution. I’ve found that Nihuo Web Log Analyzer provides much more information than either AWStats or Webalizer. For enterprise level log file analysis, Sawmill is excellent, although there definition of a session is a bit baffling (at least it was when I last used it in 2010).

  • notafish

    Thanks for this, I am however missing Piwik in this list.

  • Natalie Zabranova

    GoSquared.com !!!

  • Karthikeyan

    I have using stat counter and addfreestats thats also good tracking tools…

  • Fabien Dutrieux

    Thanks, good list ! I can add Mazeberry, the Multitouch Analytics solution.

  • Jon

    I started using Click a few days ago and it is really quite handy. I am using it along side GOAN though. For me the most useful feature is the hourly reporting. I can now see how my traffic is varying by the hour and compare for same time on the previous day or same day last week. This is a good indication if things are going wrong.

    Also very interesting to see how things pick up as soon as America starts to wake up.

  • Max

    Thank you for this list, it gives us a chance to look at the alternatives.

    I still have a question. I have seen that some websites take extra time to load because of this kind of traffic analysis tools. Which of these would be the lightest one for a simple website, and I mean in the time they add to the pageload, I thinks that’s something important.

    • Mat Bennett

      Now, that’s a good question. I actually have no idea. However I’m going to find out! Stay tuned.

  • stew

    its very interesting Matt the data variance we see between clicky and google analytics when looking up website stats. GooA has some useful features but our ever adapting business model now demands cross reference. cool post

  • Prashant Rohilla

    Piwik is also a great open source analytics tool, self-hosted and powerful. I have been using it on one of websites.

  • Joe

    Hi Mat – I have this sneaky suspicion that Google and anyone else that provides analytic services – paid or open source – is mining our data for high value keywords and phrases.

    My advice is “Careful who you invite into your data because once you install the plugin, your most precious data is accessible.”

    The same thing goes for all types of plugins. For example – I noticed that Joast de Valk’s SEO plugin now asks if he can access your analytic data, at least he allows you to decline, but there are others that just take it without us knowing .

    Imagine the gold mine of keywords and phases these tools collect all day long from millions of websites on every imaginable topic?

    Analytic data is your family jewels – protect it!

    Thanks for the article.

  • Mark

    Angelfish Software is missing from this list — it’s a relevant product because it processes the __utm.gif created by Google Analytics (or Urchin).

  • Jon

    For those who keep saying “such and such is missing from the list” remember that Wikipedia list all the most well known analytics services – and if it is not included you can add it. This article was called “7 alternatives” not “all the alternatives”!