Google Analytics Alternatives 2026: 5 Free Options
Google Analytics alternatives: Matomo, Umami, PostHog, Amplitude and 1 more. Prices and licenses checked October 24, 2026.
•3 min read•Analytics & BI
Verdict:Leave Google Analytics if you need to own your visitor data, or if you only need page-level stats and find GA's interface heavy. Standard GA is free, so every alternative has to justify its cost against that. Matomo's Community edition is the right move for self-hosting: unlimited users and hits, with the data stored on your own server, though you run the server and lose the Google Ads link. Umami is the lightest option; self-hosting costs nothing and the Hobby cloud plan caps at 100K events a month on one website. PostHog suits teams that want analytics plus funnels, replay and flags in one place, with a free cloud tier of 1M events a month. Amplitude and Mixpanel are event-analysis tools for product teams. Amplitude's free plan of 2M events a month is generous, but it will not connect to Search Console. Mixpanel is free up to 1M events a month; its first paid tier starts at $100 a month billed yearly. Stay on GA if you need Ads and Search Console linking today; the migration cost is real.
Quick comparison
| Tool | Price | Platforms | Best for | Tested |
|---|---|---|---|---|
| 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 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 | Simple privacy-friendly website stats | Docs only |
| 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 beyond page views | Docs only |
| Amplitude | Free (2M events per month, unlimited team members) | Web browser | Product funnels and retention | 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 | Event-level analysis for product teams | Docs only |
| Plausible Analytics | Free (Community Edition is free to self-host; the hosted service has a 30-day trial with no card); paid from $9 per month, Starter, up to 10k pageviews (billing term not stated on the page) | Web browser, Self-hosted | Web analytics | Docs only |
Independent comparison. Paid placements are labelled separately; editorial links earn no affiliate commissions. Learn more.
Good fit if
- You want free self-hosted analytics with your own data (Matomo is the pick)
- You want simple website stats with a light dashboard (Umami is the pick)
- You want funnels and replay alongside page stats (PostHog is the pick)
- You analyse product events and can pay for a paid tier (Mixpanel is the pick)
Not ideal if
- You rely on Google Analytics features or integrations that these tools do not replicate
Google Analytics today: Free (Standard Google Analytics is free of charge) (Google Analytics pricing, checked 2026-10-22).
Why people look for Google Analytics alternatives
Standard Google Analytics 4 properties keep data for up to 14 months, and only Analytics 360 properties can choose 26, 38 or 50 months. The standard tier also allows 25 event parameters and 25 user properties against 100 each in 360, samples Explore queries above 10 million events, and caps the daily BigQuery export at 1 million events. Those higher limits sit behind 360, whose pricing Google does not list there, so teams that outgrow the limits have no listed price for the next step.
Matomo
Compared with Google Analytics: The on-premise Community edition is free with unlimited users and hits, and you own all the data. You lose Google's hosted setup and its Google Ads link, and heatmaps or session recording need a paid bundle.
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 analytics with full data ownership.
Umami
Compared with Google Analytics: Self-hosting is free; the Hobby cloud plan covers up to 100K events a month on one website. The dashboard is simpler than Google Analytics, with no audience builder or Ads integration, so reports are leaner.
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: Simple privacy-friendly website stats.
PostHog
Compared with Google Analytics: Cloud free tier includes 1M events and 5k recordings a month, and the self-hosted hobby deploy is free. You add funnels, replay and feature flags, but setup asks for more event tracking work than GA's default tags.
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 beyond page views.
Amplitude
Compared with Google Analytics: Free plan includes 2M events a month and unlimited team members. It suits product funnels and retention analysis, but it does not link to Google Ads or Search Console the way Google Analytics does.
Price: Free (2M events per month, unlimited team members) (Amplitude pricing, checked 2026-10-22).
Platforms and license: Web browser. Proprietary SaaS.
Best for: Product funnels and retention.
Mixpanel
Compared with Google Analytics: Free up to 1M events a month with unlimited seats. The first paid Growth tier starts at $100 a month billed yearly, which jumps quickly from GA's free price, but it gives deeper event analysis than GA's standard reports.
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: Event-level analysis for product teams.
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)
Plausible Analytics
Compared with Google Analytics: Hosted Starter is $9 per month for up to 10k monthly pageviews with a 30-day trial, and the Community Edition is free to self-host. Far lighter than Google Analytics, so you lose its Google Ads integration and depth of reports.
Price: Free (Community Edition is free to self-host; the hosted service has a 30-day trial with no card); paid from $9 per month, Starter, up to 10k pageviews (billing term not stated on the page) (Plausible Analytics pricing, checked 2026-10-24).
Which one to pick
- You want free self-hosted analytics with your own data: Matomo
- You want simple website stats with a light dashboard: Umami
- You want funnels and replay alongside page stats: PostHog
- You analyse product events and can pay for a paid tier: Mixpanel
Limits of this review
Docs-only for Matomo, Umami, PostHog, Amplitude, Mixpanel: we did not install or run them, so feature claims come from vendor pages and we did not test import from Google Analytics. 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 2026-10-24: Google Analytics, Matomo, Umami, PostHog, Amplitude, Mixpanel, Plausible Analytics. 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.