Top 6 web analytics tools for 2026
Analytics tools are great for understanding your website. Not only can they tell you how many visit the website, but also the sources that brought in visits, how long they stayed, what they did on they website, and much more. With analytics, you can track specific actions and learn how effectively your website encourages engagement. Since analytics is the most popular tool for analyzing websites, there are many options to choose between. Which is best for you will depend on your criteria.
To help you, we have compared 6 different tools: Extellio, Google Analytics 4, Piwik Pro, Matomo, Amplitude, and Plausible. At the bottom of the page, you'll find a full comparison of the main features.
Extellio
Pros
-
Combine analytics data with survey data
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Advanced analysis
-
No locked analysis features
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EU data storage & GDPR future proof
Cons
-
Complex tag manager
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Advanced features may be underused by light users
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No self-host option
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.
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.
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 4
Pros
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Free plan
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Advanced analysis
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Data approximations to compensate for rejected cookies
Cons
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Google owns your data
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Data approximations to compensate for rejected cookies
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Storage location depended on IP adress
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Not GDPR future proof
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.
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%).
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.
If privacy and accuracy are more important than a free tool, Google Analytics is not the tool for you.
Piwik Pro
Pros
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Advanced analysis
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Ready-to-use integrations
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EU data storage & GDPR future proof
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Self-host option
Cons
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Account management only for some Enterprise plans
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Raw data export only for Enterprise
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Scheduled reports only for Enterprise
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Features locked for some plans
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.
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
Pros
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Free plan
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Data stored in Ireland
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Can be self-hosted
Cons
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Medium advanced analysis
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Limited segmentation possibilities
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Only GDPR future proof is self-hosted
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.
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
Pros
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Advanced analysis
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EU data storage
Cons
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Complicated setup
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Not GDPR future proof
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No cookieless option
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No self-hosted option
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.
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.
Plausible
Pros
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Cookieless
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Simple data
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Eu data storage & GDPR future proof
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Self-host option
Cons
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Less advanced analysis
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Cannot customize dashboards
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More features limited to different plans
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No tag manager
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.
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.
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.
Full comparison
Feature
Extellio
GA4
Piwik Pro
Matomo
Amplitude
Plausible
Free plan
Free trial
Yes
Free trial
If self-hosted
Yes
Free trial
Quick setup
Yes
No
Yes
Yes
No
Yes
Data accuracy
True
Approximated
True
True
True
True
Data ownership
You
You
You
You
You
Analysis tool
Advanced
Advanced
Advanced
Medium
Advanced
Basic
Unlimited users
Yes
Yes
Yes
Some plans
Yes
Only Enterprise
Tag manager
Yes
Yes
Yes
Yes
Yes
No
EU data storage
Yes
If EU IP adress
Yes
Yes
Yes
Yes
GDPR future proof
Yes
No
Yes
If self-hosted
Use AWS
Yes
Customize dashboard
Yes
Yes
Yes
Yes
Yes
No
Share segments
Yes
Yes
Yes
Yes
Yes
Some plans
Cookieless option
Yes
Difficult
-
Yes
No
Yes
Default tracking
Cookies
Cookies
Cookies
Cookies
Cookies
IP + UA
Self-hosted option
No
No
Yes
Yes
No
Yes
API export
Yes
Yes
Yes
Yes
Yes
Some plans