The best Google Analytics alternatives for B2B companies
Nick BaudoinUpdated August 8, 2026PostHog is the strongest Google Analytics alternative for most established B2B companies: it replaces GA4 outright, adds session replay and feature flags, and stays free to 1M events a month. Plausible is the simplest privacy-first swap, Matomo is the pick when data has to stay on your own servers, and GA4 itself is still hard to beat if you run Google Ads. Verified pricing for all eight below.
Best Google Analytics alternatives for B2B companies at a glance
| # | Tool | Best for | Pricing | Trade-off |
|---|---|---|---|---|
| 1 | PostHog | Replacing GA4 with one tool that also does session replay | Free to 1M events/mo | It's a product analytics suite, not a pageview counter. If all you want is traffic and referrers, the setup is more than you need and Plausible will make you happier. Event-based pricing also means a busy site can move from free to paid faster than a pageview-based plan. |
| 2 | Google Analytics 4 | Staying on the default, especially if you run Google Ads | Free (360 by contract) | The interface is the single most common reason companies start looking for an alternative in the first place. Add reporting sampling, 14-month retention on the free tier, and a data model that assumes you have someone who enjoys configuring it. |
| 3 | Plausible | The simplest privacy-first swap | From $9/mo at 10k pageviews | Deliberately limited. No session replay, no deep funnel analysis, no feature flags. That restraint is the product, but it means Plausible sits alongside other tools rather than replacing them. |
| 4 | Matomo | Keeping every row of data on your own infrastructure | Cloud from EUR 29/mo; self-host free | Self-hosting is a real operational commitment: updates, database growth and performance tuning become somebody's job. Cloud pricing is in euros, which complicates US budgeting slightly. |
| 5 | Mixpanel | Funnel and retention analysis on a large free tier | Free to 1M events/mo | Built for product teams looking at in-app behaviour. Pointing it at a marketing site works, but you're using a fraction of it and the event model takes more thought than a pageview tool. |
| 6 | Amplitude | The largest free event allowance | Free to 2M events/mo | The step from Plus to Growth is where it turns sales-led, and that's also where SSO and higher session-replay volumes live. Plan for that conversation rather than being surprised by it. |
| 7 | Simple Analytics | A shareable dashboard on a small budget | From $20/mo; free with badge | One month of history on the entry plan is short if you care about year-over-year comparisons, and per-user pricing adds up quickly on a marketing team. |
| 8 | Fathom Analytics | Privacy analytics with uptime monitoring bundled in | $45/mo at 500k pageviews | No free tier at all, and the entry price is higher than comparable privacy-first tools. You're paying for simplicity and for the company's stance on data, which is a reasonable thing to buy but is a stance rather than a feature list. |
Pricing verified from each vendor’s site, as of Aug 2026. Plans change; confirm current pricing before you buy.
Which is right for you
- You want one tool to replace GA4 and cover session replay too
- PostHogAnalytics, replay and feature flags in one platform, free to 1M events, and programmable enough that your team can build the reporting.
- You only need traffic, referrers and top pages
- PlausibleFrom $9 a month, readable without training, and no cookie banner. Anything more capable is capability you won't open.
- Analytics data has to stay on your own servers
- MatomoThe Community Edition is free to self-host with unlimited hits, and it is the closest thing here to full GA parity.
- Google Ads is a serious channel for you
- Google Analytics 4The native Ads integration is genuinely hard to replace. Run an alternative alongside it rather than instead of it.
- You have a logged-in product as well as a marketing site
- MixpanelFunnel and retention analysis on 1M free events, built for questions about what people do after they sign in.
- You want maximum depth before paying anything
- Amplitude2M events a month free with unlimited seats and the full platform, the most generous allowance on this list.
How we ranked these
We build B2B and industrial websites for a living, so we weigh these the way the teams we work with actually experience them. Our criteria:
- Programmability, weighted heaviest. Can your team, or the agency you work with, build and change reporting without booking a services engagement every time? We looked for a documented API and an official MCP server, because that decides whether your reporting is something you own or something you keep buying. Most comparisons in this category ignore it entirely.
- What it actually replaces. GA4 does considerably more than count visits, so a tool that only reports pageviews is not a replacement, it's a downgrade with better privacy. We separated the tools that take over the whole job from the ones that take over part of it.
- Verified price at a stated volume. Every figure below was read from the vendor's own pricing page and dated. Where a page used a slider we couldn't read, we say so rather than estimating. Nothing here is a number we inferred.
- A free tier you can actually run a business on. Several vendors advertise a free plan that expires or caps below real traffic. We recorded the specific allowance and what happens when you pass it.
- Data ownership and residency. Whether you can self-host, export raw data, and choose the region it sits in, which for some B2B companies is a procurement requirement rather than a preference.
- Disclosure: we run PostHog on our own site. It's not a partner and we're not compensated for placing it first, but you should know we use it when reading the ranking.
The rankings
01PostHog
- Best for
- Replacing GA4 with one tool that also does session replay
- Pricing
- Free tier covers 1M events and 5,000 session replay recordings per month. Past that it's usage-based, starting at $0.00005 per event and $0.005 per recording, with the rate falling at higher volume. Open source, with a self-host option. (source)
- Standout
- It's programmable end to end. There is a full REST API that can create, update and delete nearly everything in the platform, plus an official free hosted MCP server, so an AI agent can build a dashboard or run a query directly. Amplitude and Mixpanel also ship official MCP servers, so this is not unique, but among tools people actually consider as GA replacements it's the only one that pairs that access with a free tier this large and a self-host path.
- Trade-off
- It's a product analytics suite, not a pageview counter. If all you want is traffic and referrers, the setup is more than you need and Plausible will make you happier. Event-based pricing also means a busy site can move from free to paid faster than a pageview-based plan.
- Who it’s for
- B2B companies that want more than visit counts, expect to build their own reporting, and would rather not pay for three tools to get analytics, replay and experimentation.
02Google Analytics 4
- Best for
- Staying on the default, especially if you run Google Ads
- Pricing
- The standard version is free. Documented limits include 25 event parameters per event, 100 audiences, 30 key events and 14-month data retention. Google Analytics 360 lifts those limits substantially and requires a signed enterprise contract; its price isn't published. (source)
- Standout
- Free at essentially any traffic volume, and the only option here with native Google Ads integration. If paid search is a meaningful channel, leaving GA4 entirely costs you attribution you'll miss.
- Trade-off
- The interface is the single most common reason companies start looking for an alternative in the first place. Add reporting sampling, 14-month retention on the free tier, and a data model that assumes you have someone who enjoys configuring it.
- Who it’s for
- Companies that need the industry default for benchmarking or agency reporting, and anyone running Google Ads at scale.
03Plausible
- Best for
- The simplest privacy-first swap
- Pricing
- Starter from $9 per month at 10,000 monthly pageviews. Growth at $14 and Business at $19 add sites and team seats. 30-day trial, no card required. Open source and self-hostable. The pricing page uses a volume slider, so confirm the figure for your traffic before you buy. (source)
- Standout
- One page, no configuration, no cookie banner. A non-technical person can read it without training, which sounds minor until you consider how many GA4 accounts nobody in the company opens.
- Trade-off
- Deliberately limited. No session replay, no deep funnel analysis, no feature flags. That restraint is the product, but it means Plausible sits alongside other tools rather than replacing them.
- Who it’s for
- Companies that want to know traffic, referrers and top pages, and genuinely nothing more.
04Matomo
- Best for
- Keeping every row of data on your own infrastructure
- Pricing
- Matomo Cloud starts at EUR 29 per month for 50,000 hits, including 30 websites and 30 team members. Matomo On-Premise Community Edition is free with unlimited users and hits. Paid on-premise bundles start at EUR 275 per month for Team, covering up to 4 users and 5M hits. (source)
- Standout
- The closest feature parity to Google Analytics of anything here, with the option to keep all of it on hardware you control. For a company with data-residency obligations that combination is rare.
- Trade-off
- Self-hosting is a real operational commitment: updates, database growth and performance tuning become somebody's job. Cloud pricing is in euros, which complicates US budgeting slightly.
- Who it’s for
- Organizations with compliance, procurement or data-residency requirements that make a US-hosted SaaS analytics tool a difficult conversation.
05Mixpanel
- Best for
- Funnel and retention analysis on a large free tier
- Pricing
- Free plan covers 1M events and 10,000 session replays per month with no card required. Growth starts at $0 and scales with volume up to 20M events. Enterprise is quote-only. Startups under five years old with up to $8M raised can get the first year free. (source)
- Standout
- Funnel, cohort and retention analysis that is more capable than anything else on this list at the free tier, plus an official MCP server for agent access.
- Trade-off
- Built for product teams looking at in-app behaviour. Pointing it at a marketing site works, but you're using a fraction of it and the event model takes more thought than a pageview tool.
- Who it’s for
- Companies with a logged-in product or portal as well as a marketing site, where the interesting questions are about what people do after they sign in.
06Amplitude
- Best for
- The largest free event allowance
- Pricing
- Free plan covers 2M events per month with unlimited seats. Plus scales usage-based to 70M events with pricing published on the page. Growth and Enterprise are contact-sales. Startups under $10M funding and 20 employees can get a year of Growth free. (source)
- Standout
- 2M free events a month is the most generous allowance here, every plan includes the full platform and unlimited seats, and the official MCP server exposes 24-plus tools covering dashboards, charts and session recordings.
- Trade-off
- The step from Plus to Growth is where it turns sales-led, and that's also where SSO and higher session-replay volumes live. Plan for that conversation rather than being surprised by it.
- Who it’s for
- Teams that want serious analytical depth without paying up front, and are comfortable talking to sales once they outgrow it.
07Simple Analytics
- Best for
- A shareable dashboard on a small budget
- Pricing
- Self-serve from $20 per month covering up to 2.5M pageviews, one user, five websites and one month of history. Extra users are $20 each. A permanently free tier offers unlimited pageviews under fair use with 30-day history, one user and a required badge on your site. 14-day trial, no card. (source)
- Standout
- A genuinely free option if you're willing to display the badge, and 2.5M pageviews on the $20 plan is a lot of headroom for a B2B marketing site.
- Trade-off
- One month of history on the entry plan is short if you care about year-over-year comparisons, and per-user pricing adds up quickly on a marketing team.
- Who it’s for
- Smaller B2B marketing sites that want privacy-first numbers and a dashboard they can share without buying seats.
08Fathom Analytics
- Best for
- Privacy analytics with uptime monitoring bundled in
- Pricing
- The tier we could verify on the pricing page is $45 per month for up to 500,000 pageviews. Tiers also exist at 100k, 500k, 2M, 10M and 25M-plus, set by a slider that didn't render for us, so confirm your own tier before buying. 7-day trial and no free plan. (source)
- Standout
- Every feature is on every plan, including uptime monitoring and EU data isolation, so there's no tier where the thing you need is one step up.
- Trade-off
- No free tier at all, and the entry price is higher than comparable privacy-first tools. You're paying for simplicity and for the company's stance on data, which is a reasonable thing to buy but is a stance rather than a feature list.
- Who it’s for
- Companies that have decided privacy analytics matters, want zero configuration, and would rather pay than assemble it.
Common questions
Is Google Analytics really free?
Yes. The standard version of GA4 is free at essentially any traffic volume, with documented limits including 100 audiences and 14-month data retention. The paid tier, Analytics 360, lifts those limits and requires a signed enterprise contract whose price isn't published. Most companies leave GA4 for the interface or for privacy reasons rather than for cost.
What is the best free Google Analytics alternative?
On allowance alone, Amplitude at 2M events a month is the most generous, followed by PostHog and Mixpanel at 1M each. PostHog is the more complete GA replacement of the three because its free tier also includes 5,000 session replays. Matomo On-Premise is free with unlimited hits if you're willing to host it yourself.
Do I have to leave Google Analytics for GDPR?
Not automatically, and this is worth getting proper advice on rather than reading a comparison page. Several EU regulators have raised concerns about transfers of analytics data to the US, which is why the self-hosted and EU-hosted options here exist. What tools like Matomo, Plausible and Fathom offer is control over where data sits, which makes the compliance conversation shorter.
Which Google Analytics alternative works best with AI tools?
PostHog, Amplitude and Mixpanel all publish official MCP servers, which let an AI assistant query your data and build dashboards directly. Amplitude's exposes the most tools. PostHog pairs that access with the largest practical free tier and a self-host option. The privacy-first tools, Plausible, Fathom and Simple Analytics, have little or no equivalent.
Can I run an alternative alongside Google Analytics?
Yes, and for most companies it is the sensible way to switch. Running both for a quarter lets you confirm the numbers line up before you rely on the new tool, and it keeps Google Ads attribution intact while you decide. The cost is two scripts on the page, so watch the effect on load time.
Will switching analytics affect my SEO?
Not directly. Analytics scripts don't influence rankings. The indirect effect is page speed: a heavy tag stack slows pages down, and that does matter. Most of the tools here load a considerably smaller script than GA4, so switching often improves load time slightly.
Sources
- PostHog, official pricing page.
- Google Analytics 4, official pricing page.
- Plausible, official pricing page.
- Matomo, official pricing page.
- Mixpanel, official pricing page.
- Amplitude, official pricing page.
- Simple Analytics, official pricing page.
- Fathom Analytics, official pricing page.
Pricing was read from each vendor’s official pages as of Aug 2026. Plans change often; confirm current pricing before you buy.