Web analytics stopped being a settled category the day Google forced everyone onto GA4 and started warning that cookie-based tracking would not last. Most teams now carry two kinds of pain at once: a tool that still counts sessions and pageviews the way it did a decade ago, and a legal or privacy team asking why an EU visitor's IP address is being processed on a US server. This ranking judges web analytics tools on three things: whether the numbers are trustworthy without a analyst decoding a new data model, whether the vendor's own compliance posture (server location, IP anonymization, cookie consent) survives a serious look from counsel, and whether switching away later costs you your historical data. Pricing structures vary more than the dashboards do, from free-forever open source to usage-metered event pricing that quietly triples when a product goes viral.
Visibility in this ranking can be paid for. Payment moves a vendor's position within the
shortlist; it never adds a vendor, and it never changes a word of the review. The largest vendors in web analytics software
cannot hold places 1 to 3. How it works: placement disclosure ·
editorial process.
How we ranked these
Setup: one tracking snippet, or a data layer project
The gap between the easiest and hardest tool to deploy here is unusually wide. Privacy-first trackers such as Plausible, Fathom and Simple Analytics are a single script tag with almost no configuration, because they deliberately collect less. Google Analytics 4 and Adobe Analytics ask for a proper event taxonomy, a tag manager, and someone who understands the difference between an automatically collected event and one you define yourself; get that wrong early and the first two quarters of data are unreliable. Product analytics tools like Mixpanel, Amplitude and Heap expect a data layer with consistent event and property names sent from engineering, not marketing, which usually means a dedicated project rather than an afternoon.
The real price: pageviews, events, sessions or seats
No two vendors meter the same unit. Plausible, Fathom and Simple Analytics charge by monthly pageviews on a clean published table. Mixpanel, Amplitude, Heap and PostHog charge by tracked events, which is cheap while you are small and expensive the moment a feature goes viral or a bot starts hammering a form. Piwik PRO and Matomo Cloud price by sessions with a self-hosted escape hatch. Google Analytics 4 is free for the volume almost every business will ever reach, with GA4 360 as a quoted step up once you need service-level guarantees or BigQuery export without sampling. Work out your actual monthly volume before comparing headline prices; a tool that looks cheapest on a 50,000-pageview site can be the most expensive at a million.
Getting your data out: exports, warehouses and history
Analytics data is only useful if you can still get at it in three years. We checked whether each vendor supports a CSV or API export on a plan a normal buyer would actually pay for, whether raw event data can be piped to a warehouse (BigQuery, Snowflake, S3) rather than only pre-aggregated reports, and what happens to historical data if you downgrade or cancel. Google Analytics 4's BigQuery export is free and is the single strongest reason many technical teams keep GA4 running even when they prefer a smaller tool for reporting. Self-hosted options (Matomo On-Premise, PostHog self-hosted) remove the question entirely: the data never leaves infrastructure you control.
Independence: cookies, consent and where the servers sit
This is the criterion that has reshaped the category since 2023. European regulators and several national data protection authorities have found that cookie-based Google Analytics configurations can breach GDPR when data is processed on US infrastructure without adequate safeguards, and consent-banner fatigue is a real conversion cost. We favored tools that publish exactly where servers sit, whether they set cookies at all, and whether their default configuration works without a consent banner under an EU legitimate-interest reading, while flagging plainly which tools require a cookie banner and legal sign-off. None of this is legal advice; it is what each vendor states about its own architecture.
Who it's for: marketing sites, SaaS products and content publishers
The ranking assumes three overlapping buyers: a marketing team that wants to know where traffic comes from and whether it converts, a product team that wants to know what logged-in users actually do, and a publisher or agency that wants a lightweight, privacy-safe number for a client report. A large e-commerce or media business running millions of monthly events, needing server-side tracking and a dedicated customer success manager, sits above this ranking's buyer profile and should be running a formal RFP against Adobe, Google Analytics 360 and Amplitude Enterprise directly.
The 14 tools, reviewed
#1 Matomo
Open-source web analytics you can self-host or run as a GDPR-friendly cloud · New Zealand · matomo.org
Self-hostable GDPR-oriented Full data ownership
Matomo is the tool we point technical teams to when they want everything Google Analytics does functionally, without sending visitor data to a third party they do not control. On-Premise is genuinely free and open source under GPLv3, not an open-core trap with the useful features locked behind a paid tier, and the cloud version keeps the same reports without the maintenance burden. Its data model is closer to Universal Analytics than GA4's event model, which makes it noticeably easier for a marketing team to read without retraining. It ranks first because it is the rare tool that satisfies both a privacy officer and an analyst.
Where it falls short
Self-hosting means you own uptime, MySQL performance tuning at scale, and upgrade cycles, which is a real cost most small teams underestimate. The interface, while functional, looks dated next to Mixpanel or Amplitude. Advanced features like heatmaps and session recording cost extra even on Matomo Cloud, and community plugin quality varies.
Wrong for
A product team that needs deep funnel and retention analysis on logged-in user behavior will find Matomo's event model shallow next to Mixpanel or Amplitude; a marketing team that just wants a free hosted dashboard with zero maintenance is better served by Google Analytics or Plausible.
Pricing: On-Premise is free and open source to self-host; Matomo Cloud is priced by monthly pageviews on a published table, with a 21-day free trial and no credit card required to start. (open source)
Visit Matomo →
#2 PostHog
Open-source product analytics with session replay and feature flags built in · United States · posthog.com
Product analytics Open source All-in-one toolkit
PostHog earns second place by refusing to stay inside the 'analytics' box: the same install gives a product team funnels and retention, session replay to see what actually happened, and feature flags to ship and test changes, without stitching three vendors together. Autocapture means engineering does not have to hand-instrument every button before useful data starts flowing, and the open-source core can be self-hosted for teams with data-residency requirements. It is aimed squarely at product and engineering teams building software, not at a marketing site measuring blog traffic.
Where it falls short
The breadth that makes it powerful also makes onboarding busier than a single-purpose tool; a team that only wants pageview counts will find the interface overbuilt. Usage-based pricing across several metered products (events, replays, flags) is harder to forecast than a flat plan, and costs can climb quickly once autocapture is left on unscoped in a high-traffic product.
Wrong for
A marketing team that just wants to know which channel drove a landing page's traffic gets little from PostHog's product-analytics depth; Plausible or GA4 answers that question faster and cheaper.
Pricing: Usage-based pricing metered on events, session replays and feature flag requests, each with its own free monthly allowance; self-hosting the open-source core is free. (free plan)
Visit PostHog →
#3 Piwik PRO
EU-based analytics and consent management for regulated industries · Poland · piwik.pro
Consent management EU hosting Regulated industries
Piwik PRO built its entire product around one buyer: an organization, often public-sector, healthcare or financial, that needs analytics, consent management and a data platform to all answer to the same strict compliance standard. Wrocław-based and EU-hosted by default, it is one of the few tools in this ranking whose consent banner and cookie-scanning tools are built in rather than bolted on. The free Core plan is a real product, not a crippled trial, which makes it a reasonable starting point even for smaller EU teams that expect to need Business-tier compliance features later.
Where it falls short
Session-based pricing on the paid tiers gets expensive at high traffic compared with pageview or open-source alternatives. The interface has more configuration surface than a marketing team wants for simple reporting, and some advanced features are genuinely built for institutional buyers, which shows in the onboarding and documentation style.
Wrong for
A small business or blog outside a regulated sector is paying for compliance machinery it does not need; Plausible, Fathom or Matomo cover the same basic reporting more simply and, on Plausible and Fathom, at a lower entry price.
Pricing: A free Core plan covers a capped number of sessions per month; paid Business and quoted Enterprise tiers add consent management, customer data platform features and higher session limits, with a free 30-day trial. (free plan)
Visit Piwik PRO →
#4 Plausible Analytics
Lightweight, cookieless analytics on a single-page dashboard · Estonia · plausible.io
Cookieless EU-hosted Open source
Plausible does one job and does it cleanly: a single dashboard that shows traffic, sources and goals without cookies, without a consent banner in most EU readings, and without a login page that takes ten minutes to make sense of. It is built and hosted in the EU, funded entirely by subscriptions rather than data monetization, and the open-source Community Edition means the pricing model is never a lock-in threat, since anyone can self-host the same code for free. It sits fourth because it deliberately does less than Matomo, PostHog or Piwik PRO, not because it does its narrower job worse.
Where it falls short
There is no free hosted tier, only a 30-day trial, so a hobbyist site pays from day 31 unless it self-hosts. Reporting is intentionally shallow: no session replay, no product-analytics funnels, no cohort analysis, and custom events require manual setup rather than autocapture. Ecommerce and revenue tracking are basic next to GA4 or Matomo.
Wrong for
A SaaS product team that needs to understand feature usage inside a logged-in app should look at Mixpanel, Amplitude or PostHog; Plausible was not built for that kind of behavioral analysis.
Pricing: Subscription tiers priced by monthly pageviews on a published table, a 30-day free trial, and a free self-hosted Community Edition for teams willing to run it themselves. (free trial)
Visit Plausible Analytics →
#5 Mixpanel
Event-based product analytics with self-serve funnels and cohorts · United States · mixpanel.com
Product analytics Self-serve funnels Generous free tier
Mixpanel remains the product analytics tool most teams reach for first, because building a funnel or a retention curve does not require an analyst to write a query; a growth marketer can do it directly in the interface. The free plan's million-event ceiling is genuinely usable for an early-stage product, not a token gesture, which is why it stays popular with startups long before they can justify Amplitude Enterprise pricing. Its reports read cleanly and export well to slides, which matters when the audience is a Monday leadership meeting.
Where it falls short
Costs rise quickly once a product crosses the free tier and autocapture-style event volume multiplies fast. It has no meaningful marketing-site reporting (sessions by channel, SEO-style traffic breakdown) compared with GA4 or Plausible, so most teams still run a second, lighter tool alongside it for that job. Data governance and role-based access are behind the higher, quoted tiers.
Wrong for
A blog or marketing site with no logged-in product experience gets nothing from Mixpanel's event model; a simple pageview tool is both cheaper and a better fit.
Pricing: A free plan covers up to 1 million monthly tracked events; Growth and Enterprise tiers add data governance, group analytics and higher volume on published and quoted pricing respectively. (free plan)
Visit Mixpanel →
#6 Amplitude
Publicly traded product analytics and experimentation platform · United States · amplitude.com
Behavioral analytics Experimentation Nasdaq-listed
Amplitude is built for a product organization mature enough to run controlled experiments and trust the statistics behind them, not just eyeball a funnel. Its experimentation module is closely integrated with its analytics rather than a separate bolted-on tool, so a feature flag test and the retention curve it is meant to move live in the same place. As one of the only publicly traded pure-play analytics companies (Nasdaq: AMPL), it has the balance sheet to keep investing in the category even as smaller rivals get acquired around it. It ranks below Mixpanel here mainly on ease of first use for a smaller team.
Where it falls short
The interface has a steeper learning curve than Mixpanel's, and getting full value out of the experimentation suite typically needs a dedicated data or growth function, not a single marketer. Pricing beyond the free Starter plan is largely quote-based, which makes early budgeting harder than on Mixpanel's published Growth tier.
Wrong for
A small team without a dedicated data or growth role will not use most of what Amplitude offers and will find it noticeably more complex than Mixpanel for the same core job.
Pricing: A free Starter plan covers a capped number of monthly tracked users; Plus, Growth and Enterprise tiers add experimentation, data governance and higher volume, priced on request above the entry tiers. (free plan)
Visit Amplitude →
#7 Google Analytics
Free, ubiquitous analytics built on the GA4 event model · United States · analytics.google.com
Free and ubiquitous Deep Google integration Free BigQuery export
Google Analytics is the tool almost every business already has installed, and GA4's free BigQuery export remains one of the best deals in software: unlimited raw event data flowing into a real data warehouse at no extra cost. Integration with Google Ads and Search Console makes attribution reporting straightforward for anyone already buying Google traffic. The GA4 migration was genuinely painful and broke years of session-based reporting continuity, but the underlying event model is now the industry default that most competitors, including Mixpanel and Amplitude, have converged toward.
Where it falls short
The compliance question will not go away: several EU data protection authorities have found specific Google Analytics configurations non-compliant with GDPR, and using it in the EU responsibly typically requires a consent banner and careful configuration. Data sampling appears at higher volumes on the free tier, and the interface still confuses long-time Universal Analytics users. It also puts a business's core measurement inside a Google-controlled product used to fuel Google's own ad business, which is an independence trade-off worth naming honestly.
Wrong for
A team whose primary concern is EU compliance risk or that wants to avoid any dependency on Google's ad ecosystem should default to Matomo, Plausible or Piwik PRO instead.
Pricing: Free for the volume almost every business will ever generate; Google Analytics 360 (GA4 360) adds SLAs, unsampled reporting and higher BigQuery export limits on a quoted enterprise contract. (free plan)
Visit Google Analytics →
#8 Fathom Analytics
Bootstrapped, cookieless analytics with no ads or data resale · Canada · usefathom.com
Cookieless Bootstrapped No data resale
Fathom is run by a small, remote team on a deliberately customer-funded model: no venture investors, no advertising business, and a stated policy of never selling visitor data, which is the pitch to a buyer who does not fully trust larger ad-funded platforms with their traffic numbers. The dashboard covers the essentials a small business or independent site actually looks at, and a custom tracking domain option helps the script avoid ad blockers without extra configuration. It ranks lower here mainly because it offers no permanent free tier and its feature set is narrower than Plausible's open-source alternative.
Where it falls short
Only a 7-day trial is offered, with no free-forever tier and no open-source self-hosted option, unlike Plausible. Reporting stays intentionally basic: no funnels, no cohorts, no session-level detail. The company does not publish a formal legal entity name or headquarters city beyond 'based in Canada,' which makes its corporate track record harder to verify than longer-established vendors.
Wrong for
Anyone who wants to self-host for full data control should use Matomo or Plausible's Community Edition instead, since Fathom has no self-hosted option.
Pricing: Subscription tiers priced by monthly pageviews on a published table, with a 7-day free trial; the company describes itself as bootstrapped with zero outside investors. (free trial)
Visit Fathom Analytics →
#9 Heap
Autocapture product analytics, now part of Contentsquare · United States · heap.io
Autocapture Contentsquare-owned Retroactive analysis
Heap's original idea, capture everything automatically and let analysts define funnels after the fact instead of shipping new tracking code for every new question, remains useful, and it saved plenty of product teams from the 'we forgot to track that' problem. Since Contentsquare's 2023 acquisition, Heap has been positioned as one module inside a larger experience-analytics platform alongside session replay and, since 2025, Hotjar's absorbed functionality. That bundling can be an advantage for a company already buying Contentsquare, and a complication for one that only wants Heap on its own.
Where it falls short
Pricing is no longer self-serve or published, which makes it harder to compare against Mixpanel or Amplitude without a sales call. Autocapture generates a large volume of raw events that need cleanup before they are genuinely useful, and the product's independence and roadmap now depend on Contentsquare's broader strategy rather than Heap's own.
Wrong for
A small team wanting transparent, published pricing and fast self-serve signup should choose Mixpanel, Amplitude or PostHog instead, since Heap now requires a sales conversation to get a price.
Pricing: Plans are quoted directly by Contentsquare's sales team; a free trial is offered, with no published self-serve pricing table. (free trial)
Visit Heap →
#10 Woopra
Real-time customer journey analytics with broad integrations · United States · woopra.com
Real-time tracking Customer journey focus Wide integrations
Woopra's angle is stitching web analytics to the rest of the customer stack: a support ticket, an email open and a pricing-page visit can show up as one person's timeline rather than three disconnected tools. Real-time data and a long list of native integrations make it a reasonable fit for a marketing or customer success team that wants journey-level visibility without building a customer data platform. It has quietly persisted in the category for over a decade without the acquisition churn seen at Heap or Hotjar.
Where it falls short
The interface feels less modern than Mixpanel's or Amplitude's, and documentation is thinner. It is less suited to deep product-usage analysis inside a complex app than the dedicated product analytics tools, and community mindshare has faded compared with its earlier years.
Wrong for
A product team doing rigorous funnel and retention analysis on in-app behavior will get more out of Mixpanel or Amplitude; Woopra's strength is journey stitching across tools, not depth within one.
Pricing: A free plan covers a capped number of monthly actions; paid tiers scale by tracked actions on a published table, with retention and integration depth increasing at each level. (free plan)
Visit Woopra →
#11 StatCounter
Simple, free hit-counter-style analytics for small sites · Ireland · statcounter.com
Free tier Simple interface Long-running product
StatCounter has offered a genuinely free tier since the late 1990s and is still what plenty of small business owners and hobbyist site operators reach for when they want a number, not a data platform. Its visitor-log style of reporting, literally scrolling through recent hits with country, browser and referrer, is closer to the earliest form of web analytics and remains easy for a non-technical owner to read without training. It ranks lower here because its reporting has not kept pace with the funnel, cohort and consent-management features buyers now expect from a serious tool.
Where it falls short
The free tier's pageview cap and short log retention will not suit a growing site for long. There is no event-based or product analytics capability, no self-hosting option, and the interface's dated visual style undersells how functional the underlying data actually is.
Wrong for
A business that needs conversion funnels, cohort retention or any product-usage analysis should skip StatCounter entirely; it was not built for that job.
Pricing: A free plan covers a capped number of daily pageviews with three-month log retention; paid tiers raise the pageview cap and extend log history on a published table. (free plan)
Visit StatCounter →
#12 Simple Analytics
Minimal, cookieless analytics built and hosted in the EU · Netherlands · simpleanalytics.com
Cookieless EU-hosted Developer-friendly
Simple Analytics occupies similar ground to Plausible and Fathom, and the choice between them often comes down to interface taste and small feature differences rather than a clear functional gap. It is built and hosted in the EU, does not use cookies, and markets itself directly at developers who want an API-friendly, no-nonsense dashboard rather than a marketing-heavy product. Plugin support for WordPress and Shopify makes it an easy drop-in for smaller commerce and content sites.
Where it falls short
No permanent free tier, unlike Plausible's self-hosted Community Edition, and no self-hosting option at all. Reporting depth is comparable to its direct rivals rather than ahead of them, and the company is smaller and less established than Plausible or Fathom, which matters for long-term vendor risk.
Wrong for
Anyone needing a self-hosted option for full infrastructure control should choose Matomo or Plausible instead, since Simple Analytics is cloud-only.
Pricing: Subscription tiers priced by monthly pageviews on a published table, with a 14-day free trial and no permanent free plan. (free trial)
Visit Simple Analytics →
#13 Hotjar
Heatmaps and session replay, now operated under Contentsquare · France · hotjar.com
Heatmaps Session replay Now part of Contentsquare
Hotjar built its name showing teams what a number alone cannot: where people actually click, how far they scroll, and where a form loses them. That product still exists and is still useful for a UX or conversion-optimization team diagnosing a specific page. What has changed is ownership and independence: Contentsquare, which bought Hotjar in 2021, fully absorbed its website and go-to-market into its own brand during 2025, so hotjar.com now redirects into Contentsquare's own product pages. Existing customers keep the tool; new buyers are being sold Contentsquare's combined platform rather than standalone Hotjar.
Where it falls short
Self-serve, published pricing, one of Hotjar's original selling points, no longer exists in the same clear form now that it sits inside Contentsquare's sales process. It is a behavior-visualization tool, not a full analytics platform, and needs to sit alongside a proper traffic and conversion analytics tool rather than replace one. The Malta-based entity that historically ran Hotjar is being folded into Contentsquare's French and US operations, and the practical effect on data handling and support was not fully verifiable from public sources at the time of writing.
Wrong for
A team wanting a single independent tool with clear self-serve pricing should look elsewhere; buying Hotjar today effectively means starting a conversation with Contentsquare.
Pricing: Plans are now sold through Contentsquare's pricing and sales process rather than Hotjar's formerly independent self-serve table; a trial is available on request. (free trial)
Visit Hotjar →
#14 Adobe Analytics
Enterprise analytics inside the Adobe Experience Cloud · United States · business.adobe.com
Enterprise Adobe Experience Cloud Quote-only
Adobe Analytics is built for the large enterprise that has already standardized on Adobe Experience Cloud for content, personalization and campaign management, and wants analytics that shares the same data foundation rather than a bolted-on integration. Its attribution and segmentation tooling is genuinely deep, and Sensei-powered anomaly detection surfaces issues a human analyst might miss across a huge volume of data. For a global brand running Adobe's full stack, it is frequently the default choice rather than one evaluated on its own.
Where it falls short
There is no published pricing and no self-serve path at all; every deal goes through Adobe's sales and implementation process, with contracts typically running into the tens of thousands of dollars annually and up. It is substantial overkill for any team not already committed to the Adobe ecosystem, and implementation timelines are measured in months, not days.
Wrong for
Any business without an existing Adobe Experience Cloud relationship and a dedicated analytics team should look at Amplitude, Mixpanel or Matomo instead; Adobe Analytics only makes financial sense as part of the wider Adobe stack.
Pricing: Quote-only annual contracts, typically bundled with or sold alongside Adobe Experience Cloud products, with implementation and onboarding services usually involved. (none)
Visit Adobe Analytics →
Questions and answers
What is the best web analytics software in 2026?
For most marketing sites and small businesses that want accurate, privacy-safe numbers without a cookie banner, Matomo and Plausible Analytics are the strongest picks: both are open, EU-relevant and simple to read. Teams that need real product analytics on user behavior inside an app should look at Mixpanel or PostHog instead, since neither Plausible nor GA4 does cohort and retention analysis well. Google Analytics remains the reasonable default when the budget is zero and compliance risk is tolerated, but it is not the best tool in the category on capability alone.
Is Google Analytics still safe to use in the EU?
It depends on configuration, not the tool itself. Several EU data protection authorities have found specific Google Analytics setups non-compliant with GDPR when personal data reached US servers without adequate safeguards; Google has since made changes (EU data boundary options, Consent Mode) aimed at addressing this. Many EU companies still run GA4 successfully with a compliant consent banner and IP anonymization; others have moved to Matomo, Plausible or Piwik PRO specifically to avoid the question. This is a legal judgment call each company should make with its own counsel, not a settled fact either way.
Do I need a cookie banner if I use Plausible, Fathom or Simple Analytics?
These tools are built not to use cookies or store personally identifiable data, which is why vendors market them as not requiring a cookie consent banner under most EU legal readings. That claim comes from the vendors describing their own architecture; if a site has other cookie-setting tools running alongside (ads, chat widgets, other trackers), a banner is still required for those. A privacy-first analytics tool does not automatically make the rest of the site compliant.
What's the difference between Mixpanel, Amplitude and Heap?
All three are event-based product analytics platforms and overlap heavily. Mixpanel is generally considered the most approachable for a marketing or growth team building funnels and cohorts without engineering help each time. Amplitude leans toward product teams doing deeper behavioral analysis and experimentation, and is the only one of the three that is publicly traded. Heap's original pitch was autocapture, tracking every interaction retroactively without a predefined event plan, which is now also offered by PostHog and, to a lesser extent, the others; Heap now operates under Contentsquare's ownership.
Can I self-host my analytics instead of using a cloud vendor?
Yes. Matomo On-Premise and self-hosted PostHog are the two credible options in this ranking, and both are genuinely open source rather than open-core traps. Self-hosting removes the data-residency question outright and can be cheaper at high volume, but it puts uptime, upgrades and security patching on your own infrastructure team, which is a real ongoing cost most small companies underestimate.
Why did my numbers change when I moved from Universal Analytics to GA4?
GA4 uses a fundamentally different data model, event-based rather than session-and-pageview-based, with different default definitions for sessions, bounce rate (now framed as engagement rate) and conversions. Historical Universal Analytics data cannot be migrated into GA4; most sites saw a discontinuity in every core metric at the cutover that had nothing to do with actual traffic changes. Anyone comparing a 2026 report against a pre-2023 one is comparing two different measurement systems, not the same metric over time.
How much does event-based pricing actually cost at scale?
More than the entry price suggests, in most cases. A single pageview with autocapture enabled commonly generates several tracked events once clicks, form interactions and scroll events are all counted, so a site doing 100,000 pageviews a month can easily cross a million billable events. Read each vendor's definition of a billable event carefully, and ask whether autocapture can be scoped down, before committing to an event-metered plan at scale.
Does a free plan give me real analytics, or a crippled demo?
It varies widely. Google Analytics' free tier is the full core product for the traffic volume almost every business will ever see, with only sampling and API limits appearing at real scale. StatCounter and Piwik PRO's free tiers cap on volume but are otherwise the real product. Product analytics tools such as Mixpanel, Amplitude and PostHog offer genuinely useful free tiers up to a monthly event ceiling, which is generous enough for a small product to run on indefinitely before paying anything.
What happened to Hotjar and Heap?
Both are now part of Contentsquare, which bought Hotjar in 2021 and Heap in 2023. Hotjar's website now redirects into Contentsquare's own product pages, and both tools are positioned as part of Contentsquare's 'Experience Intelligence' platform rather than run as fully separate businesses. Existing customers can still use both products; new buyers are increasingly sold the combined platform.
Should an agency running many small client sites use a different tool than an in-house team?
Usually yes. Agencies benefit from tools priced by site count or with generous multi-site allowances and white-label reporting, such as Matomo Cloud, StatCounter or Piwik PRO, rather than per-seat product analytics tools built around one team working inside one product. Per-event pricing on tools like Mixpanel or Amplitude gets expensive fast once it is split across a dozen unrelated client properties.
