Best web and product analytics tools in 2026

Analytics tools show who visits your website or app, what they do and where they drop off. Privacy-focused tools avoid cookies; product analytics tools track events and funnels; session tools show recordings and heatmaps.

  1. marketingplatform.google.com Free

    Google Analytics: The most widely used free website analytics tool

    Key features: Traffic and acquisition reports, Events and conversions, Audiences, Explorations, Google Ads integration.

    Best for: Almost every website wanting traffic and conversion data. Web
  2. plausible.io Free trial

    Plausible Analytics: Simple, privacy-friendly website analytics without cookies

    Key features: Cookie-free tracking, Single-page dashboard, Goals and funnels, Lightweight script, Self-hosting option.

    Best for: Site owners who want simple stats and privacy compliance. Web, Self-hosted
  3. usefathom.com Free trial

    Fathom Analytics: Privacy-first website analytics with a simple dashboard

    Key features: Cookie-free analytics, Simple dashboard, Events, EU isolation, Uptime monitoring.

    Best for: Businesses wanting GDPR-friendly analytics. Web
  4. matomo.org Freemium

    Matomo: Open-source analytics platform you can self-host

    Key features: Web analytics, Self-hosting, Heatmaps and recordings (plugins), Tag manager, GDPR tools.

    Best for: Organisations that need full ownership of analytics data. Web, Self-hosted
  5. mixpanel.com Freemium

    Mixpanel: Product analytics for tracking user events, funnels and retention

    Key features: Event tracking, Funnels, Retention, Cohorts, Session replay.

    Best for: Product teams improving apps and SaaS products. Web
  6. amplitude.com Freemium

    Amplitude: Digital analytics platform for product and growth teams

    Key features: Product analytics, Experimentation, Session replay, Cohorts, AI insights.

    Best for: Product-led companies analysing user behaviour. Web
  7. hotjar.com Freemium

    Hotjar: Heatmaps, session recordings and feedback surveys

    Key features: Heatmaps, Session recordings, Surveys, Feedback widgets, Interviews.

    Best for: Marketers and UX teams understanding on-page behaviour. Web
  8. clarity.microsoft.com Free

    Microsoft Clarity: Free heatmaps and session recordings from Microsoft

    Key features: Session recordings, Heatmaps, Rage and dead click detection, Google Analytics integration, AI summaries.

    Best for: Anyone wanting heatmaps and recordings at no cost. Web
  9. posthog.com Freemium

    PostHog: All-in-one product analytics, session replay, feature flags and experiments

    Key features: Product analytics, Session replay, Feature flags, A/B testing, Surveys.

    Best for: Engineering-led product teams. Web, Self-hosted