Top 6 web analytics tools in 2026

Extellio is a flexible tool that serves both the users that only want the quick numbers and users that want to dive deeper into to their data. For an even deeper analysis than the other tools can offer, you can also combine your analytics data with survey data, to be able to segment between the two different data sets. Instead of guessing why your potential customers left before purchase, ask them.

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However, Extellio doesn't require surveys. The analytics tool works fine on its own too, and you'll still have advanced analysis features and fast segmentation.

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With Extellio, you never have to worry about the future regarding GDPR and send personal data to the US, because Extellio uses servers in Sweden.

Google Analytics is the most widely used analytics tool, and being free is one of the main benefits. However, as with other Google products, when you don't pay for with money, you pay for with your data. Google Analytics is no exception. That alone is a huge disadvantage.

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To compensate for only being able to track visits that accept cookies, Google Analytics give you approximations, where they make educated guesses about what your data would be if you were able to track all visits. For some, this may be a great feature, but for others, accurate data is more important, even if you're only able to track a sample of your visitors (usually about 50-75%).

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Another complicated feature is the data storage. To comply with GDPR, Google Analytics select where to store the data based on the visitor's IP adress. However, with the common usage of VPNs, the IP adress doesn't always reflect the actual location of the visitor. That could be a potential GDPR problem.

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If privacy and accuracy are more important than a free tool, Google Analytics is not the tool for you.

Piwik Pro is one of the better options if you prioritize advanced analysis and privacy. The data is stored in the EU and on GDPR future proof servers, which means you don't have to worry about possible changes regarding data transfers. With Piwik Pro, there is also the option to self-host your analytics.

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Although there are many features in Piwik Pro, several are limited to Enterprise plans. Depending on your needs, a Business plan may feel limiting. Not being able to schedule reports also makes it harder to involve other colleagues that don't have the time to work directly in the platform, or to easily spread your data within the organization.

Matomo is a great option if you want to self-host your analytics. Self-hosting would also ensure that your analytics is future proof for any changes to GDPR. That combined with a cookieless option makes Matomo a candidate if you prioritize privacy.

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Compared to similar tools such as Extellio and Piwik Pro, Matomo lacks some analysis possibilities and can require long waiting times before you can explore a new segment or report. Matomo is not the best tool for spontaneous analyses, but instead works better if you plan our segments and your analysis beforehand. 

Amplitude is an alternative if you seek advanced analysis, but the setup is more complicated compared to other tools. The tool itself is also a bit more complicated, lacking in usability and intuitive design. 

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Amplitude stores data in the EU, but they use AWS which could become an issue if there are any changes (again) regarding the legality of sending personal data to the US or US controlled servers. 

The main strength of Plausible is that it is a simple tool. Easy to set up, easy UI, easy data, and so on. The simplicity makes it the perfect tool for the less advanced user that only wants to do casual monitoring of the website. ​

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Plausible doesn't use cookies, which is a benefit from a privacy perspective. However, it also means you cannot track returning visitors as the IP data is deleted after 24 hours. ​

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For users that seek deep analysis, Plausible isn't the tool for you. The simplicity doesn't allow for much customization, advanced analysis, reports, etc.