Google Analytics 3 (GA3/Universal Analytics) has long been the go-to analytics tool for tracking website performance and gaining insights into user behavior. However, with the sunsetting of GA3/Universal Analytics, there is a growing demand for alternative analytics platforms that offer unique features, customization options, and enhanced data privacy. Let’s delve into some of the top Google Analytics 4 alternatives and explore their key features, benefits, and points of differentiation. Whether you’re a small local non-profit or nationally known mission-driven organization, understanding these alternatives can help you make an informed decision for your analytics needs.

Start shopping around

Given the myriad of analytics tools that are now available, I’ve chosen a small subset that encompasses a diverse range of capabilities. These tools have been chosen based on representing a cross-section of tools that we at ParsonsTKO have experience with, knowledge of beyond the elevator pitch, or were considered by or are used by our clients. This list shouldn’t be taken as platform endorsements but rather as a good place to start an informed investigation of GA4 replacement tools.


Matomo is a versatile analytics platform that offers a user-friendly interface and a range of products. It follows a similar approach to Universal Analytics and can be an excellent choice if you’re looking for familiarity. Matomo provides a low-code interface for managing data collection, allowing you to track user behavior and engagement effectively.


  • User-friendly interface and familiarity with Universal Analytics.
  • Low-code interface for data collection management.
  • Offers a free tier for smaller websites (including a WordPress plugin for sites with a traffic volume of less than 50k a month).
  • Higher level of customization and control over data.


  • Larger traffic websites may incur higher costs.

Adobe Analytics:

Adobe Analytics is a robust solution that caters to enterprise-level businesses. It provides comprehensive tracking and reporting capabilities, enabling organizations to analyze complex data sets and generate time-sensitive reports. Adobe Analytics excels in its ability to handle large data volumes and is suitable for organizations with advanced reporting requirements.


  • Suitable for large data sets and time-sensitive reporting.
  • Advanced tracking and reporting capabilities.
  • Integration with other Adobe products for seamless data analysis.


  • High pricing for smaller organizations
  • Steeper learning curve compared to other alternatives. is an analytics tool that focuses heavily on dashboarding, providing users with a rich set of default features. It offers an out-of-the-box experience for tracking website analytics and user engagement. However, expects users to possess technical skills to configure the tool beyond its default settings.


  • Rich set of default features for dashboarding.
  • Streamlined tracking of website analytics.
  • Intuitive user interface.


  • Limited customization options are available out of the box, beyond default settings.
  • Requires technical expertise for advanced configuration.

Piwik Pro:

Piwik Pro Analytics Suite is a comprehensive analytics platform designed for organizations with a need for strict data privacy and security. It allows organizations to host their analytics data on their servers, ensuring full control over data protection. Piwik Pro also offers advanced tracking capabilities for large datasets and time-sensitive reporting.


  • Data privacy and security with the option to host data on your servers.
  • Advanced tracking capabilities for large datasets.
  • Compliance with stringent data protection regulations.


  • Higher cost compared to other alternatives.
  • May require additional technical expertise for customization.


Heap Analytics is a powerful analytics platform that combines predictive intelligence and high-end data mining. It offers seamless integration with multiple data sources, allowing organizations to juxtapose data from various channels, including employee surveys, product sales, web analytics, and more. Heap Analytics excels in its ability to provide actionable insights and enable data-driven decision-making.


  • Predictive intelligence and advanced data mining capabilities.
  • Integration with multiple data sources.
  • Actionable insights for data-driven decision-making.


  • Steeper learning curve for beginners.
  • Cost may be a limiting factor for smaller non-profits.

Making the right choice for your organization

Choosing the right Google Analytics 4 alternative requires careful consideration of your specific organization’s needs, budgetary constraints, level of customization, and data privacy requirements. Each alternative we’ve shared offers unique features and benefits, catering to different use cases. Keep in mind that the best fit for any organization depends on how they intend to utilize the analytics tool, taking into account availability of staff time, skill levels, and opportunities to leverage the data. By evaluating your requirements and weighing the pros and cons of each option, you can make an informed decision that aligns with your organization’s goals. By taking the time to prioritize ease of use, scalability, data privacy, and compatibility with your existing ecosystem you will maximize the value of your chosen analytics solution.