Web analytics tools
Visitors, sources and conversions. 6 tools we track, checked .
Short answer page: What's the best web analytics tool?
Ranked by fit for solo businesses: tools we profile in depth first, then those used in our research notes, then the rest. Affiliate status never changes the order.
- 1
Google Analytics
Pick this if you want free, detailed traffic analytics.
Google's free web analytics.
Free · Free plan: Yes · Difficulty 3/5
- 2
Plausible
Pick this if you want simple analytics without cookie banners.
Lightweight, privacy-friendly analytics without cookies.
Paid plans only · Free plan: Trial only · Difficulty 1/5
- 3
PostHog
Pick this if you want understanding how users use your app.
Product analytics, session replay, feature flags and experiments.
Free plan + paid plans · Free plan: Yes · Difficulty 3/5
- 4
Microsoft Clarity
Pick this if you want free heatmaps and recordings.
Free heatmaps and session recordings.
Free · Free plan: Yes · Difficulty 1/5
- 5
Cloudflare Web Analytics
Pick this if you want free cookieless page views.
Free privacy-first analytics from Cloudflare.
Free · Free plan: Yes
- 6
Umami
Pick this if you want self-hosted analytics.
Open-source, privacy-focused analytics you can self-host.
Free, open source · Free plan: Yes
Side-by-side
| Tool | Pricing model | Free plan | Starting price | Difficulty | Output rights | Best for |
|---|---|---|---|---|---|---|
| Google Analytics | Free | Yes | Free | 3/5 | – | Free, detailed traffic analytics |
| Plausible | Paid plans only | Trial only | See official site | 1/5 | – | Simple analytics without cookie banners |
| PostHog | Free plan + paid plans | Yes | See official site | 3/5 | – | Understanding how users use your app |
| Microsoft Clarity | Free | Yes | Free | 1/5 | – | Free heatmaps and recordings |
| Cloudflare Web Analytics | Free | Yes | Free | – | – | Free cookieless page views |
| Umami | Free, open source | Yes | Free | – | – | Self-hosted analytics |
"Starting price" is shown only for tools we profile in depth, where we read the official pricing page on . For the others, check the official site.