Google Analytics measures activity across websites and mobile apps using events and associated parameters. Its GA4 reports connect acquisition, engagement and key events, with integrations across Google advertising tools. A useful implementation starts with an agreed measurement plan: installing a tag alone does not establish whether an enquiry, subscription or purchase has been counted correctly. Learn more about Google Analytics
Who should take a closer look?Marketing and analytics teams measuring acquisition and website or app outcomes
Capabilities to explore
- ✓Website and app event measurement
- ✓Acquisition and engagement reports
- ✓Key-event and funnel exploration
Free Standard serviceGoogle Analytics Standard is available without a subscription charge. Analytics 360 is a separate paid enterprise offering.
Adobe Analytics is an enterprise digital analytics product for investigating website and app behaviour. Analysis Workspace provides a flexible environment for dimensions, metrics, segments and journey questions. Adobe now markets several distinct products within its wider CX Analytics catalogue; buyers should specify digital analytics rather than assume a quotation also includes Customer Journey Analytics or every adjacent Adobe service. Learn more about Adobe Analytics
Who should take a closer look?Enterprise analytics teams evaluating configurable digital reporting and an established Adobe estate
Capabilities to explore
- ✓Analysis Workspace projects
- ✓Segment-based investigation
- ✓Digital channel measurement
Quoted enterprise subscriptionNo permanent free production edition is advertised for Adobe Analytics. A demo is not a recurring free plan.
Mixpanel investigates how people use digital products through event analysis, funnels, retention and cohorts. It also offers session replay, experiments and feature flags with their own plan boundaries. Product teams can use it to explore activation or repeat use, provided they maintain consistent event names and identity rules rather than treating every automatically collected interaction as a meaningful business milestone. Learn more about Mixpanel
Who should take a closer look?Product teams examining activation paths, feature adoption and repeat usage
Capabilities to explore
- ✓Event and funnel analysis
- ✓Retention reports
- ✓Behavioural cohorts
Free event-limited planThe recurring Free plan includes up to 1 million events and 10,000 session replays per month. Experiments and feature flags have separate limits.
Amplitude combines event-based product analytics with replay, experimentation and engagement capabilities. Teams can investigate usage journeys and define behavioural groups, then assess which additional functions their plan actually includes. Its current plans are Free, Plus, Growth and Enterprise; older descriptions of a Starter plan or billing only by monthly tracked users should not be substituted for the current event-based offer. Learn more about Amplitude
Who should take a closer look?Product and growth teams linking product usage questions to a broader analytics workflow
Capabilities to explore
- ✓Product event analysis
- ✓Funnels and retention
- ✓Behavioural cohort workflows
Free event-limited planThe recurring Free plan includes 2 million events per month without a time limit. Other included capabilities have their own limits.
Matomo provides website analytics through a managed Cloud service or an On-Premise deployment operated by the customer. It covers acquisition, engagement and goal reporting, with additional capabilities available through paid plugins and bundles. Hosting choice is a meaningful part of the purchase: self-managing the community software provides deployment control while leaving infrastructure, upgrades and recovery with the operating team. Learn more about Matomo
Who should take a closer look?Website owners choosing between managed analytics and control over a self-managed deployment
Capabilities to explore
- ✓Website traffic and campaign reports
- ✓Goal and conversion tracking
- ✓Segmentation
Free self-managed CommunityMatomo On-Premise Community is free software to run on your own infrastructure. Matomo Cloud is paid, with a trial rather than a permanent free hosted edition.
PostHog brings product analytics, replay, feature flags, experiments and related developer tools into one platform. Its Cloud service uses separate product meters and recurring free allowances, allowing teams to select which signals they need. A broad feature list should be translated into a small set of owned questions and a budget for each signal rather than a presumption that every product shares one allowance. Learn more about PostHog
Who should take a closer look?Engineering-led product teams evaluating analytics alongside rollout and debugging workflows
Capabilities to explore
- ✓Product and web event analysis
- ✓Session replay
- ✓Feature flags and experiments
Recurring Cloud allowancesCloud includes recurring free allowances, including 1 million analytics events and 5,000 replay recordings per month. Other products have separate allowances.
Hotjar has merged into Contentsquare, and new users can no longer create a Hotjar account. The current route for its heatmap, replay and survey workflows is Contentsquare. This profile retains the familiar Hotjar name to explain that transition; new purchases should be evaluated against the present Contentsquare offer, while existing account holders should establish their own migration, access and historical-data arrangements. Learn more about Hotjar (now Contentsquare)
Who should take a closer look?Teams researching Hotjar and evaluating its current Contentsquare successor
Capabilities to explore
- ✓Heatmaps through Contentsquare
- ✓Session replay
- ✓Survey feedback
Contentsquare Free successorNew users are directed to a recurring Contentsquare Free plan, not a new Hotjar Free account. A Growth trial is separate from that ongoing free tier.
Microsoft Clarity helps teams inspect website behaviour through session recordings, heatmaps and interaction insights. It can add visual context to an analytics question, such as where visitors struggle with a mobile form. Recordings have a finite retention period, so a team should establish how findings are reviewed and acted on rather than treating the service as a permanent archive of every visit. Learn more about Microsoft Clarity
Who should take a closer look?Website and user-experience teams investigating visible friction with a free hosted tool
Capabilities to explore
- ✓Session recordings
- ✓Click and scroll heatmaps
- ✓Interaction insights
Free hosted serviceClarity is offered as a free hosted service. Free access does not remove collection controls or retention limits.
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