Amplitude Alternatives 2026: 5 Free Options
Amplitude alternatives: PostHog, Umami, Matomo, Google Analytics and 1 more. Prices and licenses checked October 23, 2026.
•3 min read•Analytics & BI
Verdict:Amplitude is product analytics with cohorts, behavioural paths and experimentation, mainly for teams that ship features and want to see what changed. People leave it for a smaller footprint, self-hosting or a cheaper plan that still covers funnels and retention. PostHog is the most complete alternative: open source, self-hostable, and it covers product funnels, retention and session replay in one tool, so it replaces most of what product teams use Amplitude for. The trade-off is that the self-hosted version means you run the infrastructure. Umami is simpler and privacy-first, counting pages and events without cohort analysis, which is enough for a content site but not a product team. Matomo is open source and self-hostable, strong on web traffic and event reports, though its product analysis is thinner. Google Analytics is free and familiar with events and funnels, but it is built around traffic and samples large data sets. Mixpanel is a like-for-like rival with a free plan, so you pay for a different interface rather than fewer features. The concrete test is whether you run experiments on cohorts; if you do, check PostHog before anything else.
Quick comparison
| Tool | Price | Platforms | Best for | Tested |
|---|---|---|---|---|
| PostHog | Free (Cloud free tier includes 5k recordings and 1M events a month; self-hosted hobby deploy suits about 100k events a month) | Web browser, Linux (self-hosted, Docker) | Product analytics with full data ownership | Docs only |
| Umami | Free (Hobby: up to 100K events per month, 1 website, 6 months data retention; self-hosting is free); paid from $20 per month, billed monthly (Pro, 1M events per month) | Web browser, Self-hosted | Privacy-first traffic counts | Docs only |
| Matomo | Free (On-premise Community edition is free with unlimited users and hits; heatmaps and session recording need a paid on-premise bundle) | Web browser, Self-hosted (PHP) | Self-hosted web and event reports | Docs only |
| Google Analytics | Free (Standard Google Analytics is free of charge) | Web browser | Free reporting for sites and apps | Docs only |
| Mixpanel | Free (Up to 1M events per month, unlimited seats); paid from $100 per month, billed yearly (Growth first paid tier, 1.5M events/month; $140 billed monthly) | Web browser | Funnels and retention on a free plan | Docs only |
| FullStory | Free (FullStory Free: 30,000 sessions per month, 12 months of data retention, up to 10 users) | Web browser | Session replay and analytics | Docs only |
Independent comparison. Paid placements are labelled separately; editorial links earn no affiliate commissions. Learn more.
Good fit if
- You want self-hosted product analysis (PostHog is the pick)
- You need only page and event counts (Umami is the pick)
- You want a like-for-like product analytics swap (Mixpanel is the pick)
- You want free reporting for a website (Google Analytics is the pick)
Not ideal if
- You rely on Amplitude features or integrations that these tools do not replicate
Amplitude today: Free (2M events per month, unlimited team members) (Amplitude pricing, checked 2026-10-22).
Why people look for Amplitude alternatives
Amplitude's free plan allows 2M events a month and keeps one year of data; Plus raises that to 70M events and 700K monthly tracked users with two years of data. A/B testing and experiment results are not on Free or Plus, and SSO and project-level permissions start at Growth, which is custom-priced like Enterprise. Role-based access control is Enterprise only. Session replay is capped at 10,000 sessions a month on Free and Plus.
PostHog
Compared with Amplitude: Open-source product analytics with a free cloud plan and a self-hosted option. It covers funnels, retention and session replay, so it competes with Amplitude's core product analysis without the licence bill.
Price: Free (Cloud free tier includes 5k recordings and 1M events a month; self-hosted hobby deploy suits about 100k events a month) (PostHog pricing, checked 2026-10-22).
Platforms and license: Web browser, Linux (self-hosted, Docker). MIT (ee/ directory under a separate licence) (open source).
Project activity: 40.5k GitHub stars · latest release desktop-v0.61.851 (Oct 27, 2026) · last commit Oct 28, 2026
Best for: Product analytics with full data ownership.
Umami
Compared with Amplitude: Open-source web analytics with a free self-hosted build. It counts pages and events and nothing deeper, so it is a fit for content sites and not for Amplitude's behavioural cohorts.
Price: Free (Hobby: up to 100K events per month, 1 website, 6 months data retention; self-hosting is free); paid from $20 per month, billed monthly (Pro, 1M events per month) (Umami pricing, checked 2026-10-22).
Platforms and license: Web browser, Self-hosted. MIT (open source).
Project activity: 39.7k GitHub stars · latest release v3.4.1 (Oct 23, 2026) · last commit Oct 27, 2026
Best for: Privacy-first traffic counts.
Matomo
Compared with Amplitude: Open-source analytics you host yourself, free under its licence. It is a strong web traffic tracker with event reports, but its product behaviour analysis is shallower than Amplitude's.
Price: Free (On-premise Community edition is free with unlimited users and hits; heatmaps and session recording need a paid on-premise bundle) (Matomo pricing, checked 2026-10-22).
Platforms and license: Web browser, Self-hosted (PHP). GPL-3.0-or-later (open source).
Project activity: 22k GitHub stars · latest release 5.14.2 (Oct 22, 2026) · last commit Oct 27, 2026
Best for: Self-hosted web and event reports.
Google Analytics
Compared with Amplitude: Free web analytics that reports events and funnels for websites and apps. It is free and familiar, though it is built for traffic rather than deep user-level product analysis, and it samples large data sets.
Price: Free (Standard Google Analytics is free of charge) (Google Analytics pricing, checked 2026-10-22).
Platforms and license: Web browser. Proprietary.
Best for: Free reporting for sites and apps.
Mixpanel
Compared with Amplitude: Product analytics platform with a free plan and paid tiers, a close rival to Amplitude on funnels and retention. Its interface and pricing differ, so it is a like-for-like swap rather than a cheaper one.
Price: Free (Up to 1M events per month, unlimited seats); paid from $100 per month, billed yearly (Growth first paid tier, 1.5M events/month; $140 billed monthly) (Mixpanel pricing, checked 2026-10-22).
Platforms and license: Web browser. Proprietary SaaS.
Best for: Funnels and retention on a free plan.
Worth knowing: Growth is listed as starting at $0 for the first 1M events; the first paid tier shown is 1.5M events a month.
Other popular options (paid)
FullStory
Compared with Amplitude: Free plan covers 30,000 sessions a month, 12 months of data retention and up to 10 users; paid plans are quote-only. It is session replay and experience analytics, so it complements Amplitude's event analytics more than it replaces them.
Price: Free (FullStory Free: 30,000 sessions per month, 12 months of data retention, up to 10 users) (FullStory pricing, checked 2026-10-23).
Which one to pick
- You want self-hosted product analysis: PostHog
- You need only page and event counts: Umami
- You want a like-for-like product analytics swap: Mixpanel
- You want free reporting for a website: Google Analytics
Limits of this review
Docs-only for PostHog, Umami, Matomo, Google Analytics, Mixpanel: we did not install or run them, so feature claims come from vendor pages and we did not test import from Amplitude. Vendor prices and free limits change; confirm on the linked pricing page before you buy or migrate.
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Kevin Fan
Kevin Fan is a SaaS founder. He runs Free Instead Of, which tracks free and open-source alternatives to paid software and checks each price and free-plan limit against the vendor's own pages.
Methodology
Based on official pricing and product pages checked between 2026-10-22 and 2026-10-23: Amplitude, PostHog, Umami, Matomo, Google Analytics, Mixpanel, FullStory. Prices, free limits and licenses are the figures shown on those pages on those dates. No tool on this page was installed or run. No accounts were created.