Updated on 9 November 2026 by Nicolas Finet, CEO of Sortlist. This guide has been rewritten for 2026: it compares the main web analytics tools (Google Analytics 4, privacy-first alternatives, behaviour tools and product analytics), explains the UK cookie rules after the Data (Use and Access) Act, and shows how to choose and set up a stack.
Web analytics tells you who visits your site, what they do and which marketing brings customers. The tools have changed: privacy law limits tracking, cookieless options have matured, AI features are everywhere and behaviour tools show not just what happened but why. This guide helps you choose.
Key takeaways
- Since 5 February 2026, first-party analytics cookies used solely to improve your service are exempt from PECR consent in the UK, provided users get clear information and a simple, free way to object. Advertising and cross-site tracking still need consent.
- Google Analytics 4 is the default and is free, but its explorations and event-level data are limited to 14 months unless you export to BigQuery.
- Privacy-first tools such as Plausible, Fathom and Matomo offer simpler, cookieless measurement, and Microsoft Clarity gives free heatmaps and session recordings.
The evolving landscape of web analytics
Four forces shape analytics in 2026:
- Privacy and consent: regulations and browser changes reduce the data that cookies can collect.
- AI: tools now summarise data, spot anomalies and answer questions in plain language.
- Integration: teams want to combine web, CRM, advertising and sales data.
- Behavioural insight: numbers tell you what happened; recordings and surveys explain why.
UK rules on analytics and cookies
“Since 5 February 2026, first-party analytics cookies used solely to improve your service are exempt from PECR consent, provided you give users clear information and a simple, free way to object.”
PolicyPros, Cookie consent changes under the DUAA
The Data (Use and Access) Act 2025 changed the rules on storage and access technologies. In summary:
- Some low-risk uses, including first-party analytics for statistical purposes, are exempt from consent, if you provide clear information and an easy way to object. The ICO's guidance on the "statistical purposes" exception sets out the conditions.
- Advertising and targeting cookies, social media pixels and cross-site tracking still require prior consent.
- Third-party tags sent through a tag manager can bring those third parties' activities into your obligations.
- Fines under PECR have been raised, so keep records of consent.
Whether a tool qualifies for the exemption depends on how you configure it (for example, whether data is shared with a third party for its own purposes). Check the ICO guidance, and take legal advice if you are unsure. See also software development in digital marketing for tagging and consent set-up.
Web analytics tools compared
| Tool | Best for | Cost | Notes |
|---|---|---|---|
| Google Analytics 4 | Marketing measurement, Google Ads integration | Free (paid enterprise version) | Event-based; steep learning curve; consent set-up needed |
| Matomo | Data ownership, GA-like depth | Free self-hosted; paid cloud | Can be configured for cookieless use |
| Plausible | Simple, lightweight, privacy-first | Paid subscription | No personal data collected; single dashboard |
| Fathom | Simple, privacy-first | Paid subscription | Cookieless, easy reporting |
| Microsoft Clarity | Heatmaps and session recordings | Free | Recordings stored for 90 days |
| Hotjar | Heatmaps, recordings, surveys | Free tier; paid plans from about $32 a month | Free tier limits sessions |
| Product analytics (Mixpanel, Amplitude, PostHog) | Apps and SaaS products | Free tiers; paid plans | Funnels, retention, cohorts |
| Adobe Analytics | Large enterprises | Enterprise pricing | Powerful, complex |
Prices change often, and several figures here come from vendor and review sites in 2026, so check current plans.
Google Analytics 4
GA4 is the standard free tool, used by most websites. It measures events (page views, clicks, purchases) rather than sessions alone, and integrates with Google Ads, Search Console and BigQuery.
- Strengths: free, integrates with advertising, flexible events, audiences.
- Limits: the interface is complex; the user interface retains event-level data for up to 14 months; reports can use sampling or thresholds; consent can reduce the data you see.
- Good practice: define key events and conversions, name them consistently, set up consent mode correctly, link to Search Console and export to BigQuery if you need data beyond 14 months.
Privacy-first alternatives
Tools such as Plausible, Fathom, Umami and Simple Analytics collect minimal data without cookies or persistent identifiers, which means they may not require a consent banner for that tracking (check your configuration against ICO guidance). They provide clear traffic, source and goal reports on one page and load quickly.
- Matomo is the closest to GA in depth and can be self-hosted for full data ownership.
- Plausible and Fathom suit sites that want simple answers: visitors, sources, top pages and goals.
The trade-off: less depth for advertising attribution and no integration with Google's ad ecosystem. Many teams run a privacy-first tool for general traffic alongside GA4 for advertising.
Behaviour analytics: heatmaps and session recordings
Quantitative tools show where visitors drop off; behaviour tools show what they were doing.
- Microsoft Clarity: free session replays and heatmaps, with heatmaps for any URL pattern you define. Recordings are stored for 90 days.
- Hotjar: heatmaps, recordings, surveys and feedback, with a free tier of limited daily sessions and paid plans from around $32 a month, and longer data retention.
Mask sensitive fields (payments, personal data) and update your privacy notice to explain recording. These insights feed conversion work; see CRO agencies.
Product analytics
For apps and software products, tools such as Mixpanel, Amplitude and PostHog analyse user journeys, funnels, retention and feature adoption. They are the right choice when you want to know how people use a product after sign-up. See app engagement.
AI in analytics
- Natural-language queries: ask a question and get a chart.
- Anomaly detection: alerts when traffic or conversions move unusually.
- Predictive audiences: segments of users likely to convert or churn.
- Automated summaries: weekly narrative reports.
Treat AI output as a starting point: check the numbers, understand how the model works and watch for errors, especially when data is incomplete because of consent.
Cross-platform data: bringing it together
To see the full customer journey, connect analytics with your CRM, ecommerce platform and advertising accounts. Options include:
- Native integrations (GA4 with Google Ads and Search Console).
- Data warehouses such as BigQuery for combining sources and keeping history.
- Customer data platforms for unified profiles, using consented first-party data.
- Server-side tagging for more control over what is sent to each platform.
Define a shared dictionary of events, sources and conversions, so that reports from different tools can be compared.
Headless and modern architectures
If your site is built with a headless CMS or a JavaScript framework, make sure that analytics tracks route changes and events correctly in a single-page app. Use a data layer, test events in a staging environment and document tracking in a plan. See web design tools for related tooling.
How to choose the right analytics tool
- List your questions: traffic sources, campaign return, content performance, funnel drop-off, product usage.
- Consider privacy and consent: decide what you will collect and the lawful basis, and configure accordingly.
- Match skills and time: a simple tool that gets used beats a complex one that does not.
- Check integrations: advertising, CRM, ecommerce, email.
- Think about data ownership and retention: how long you keep data, and whether you can export it.
- Start small: measure a few key outcomes well before adding tools.
- Review annually: prices, features and rules change.
For SEO measurement, see our Google SEO guide, and for advertising tracking search engine advertising.
Examples of tool stacks
| Site | Suggested stack |
|---|---|
| Small local business | Search Console, a privacy-first tool or GA4, Google Business Profile insights |
| Content publisher | GA4 or Matomo, Search Console, Clarity for UX |
| Ecommerce store | GA4 with ecommerce events, Clarity or Hotjar, platform reports, CRM integration |
| SaaS or app | Product analytics (Mixpanel, Amplitude or PostHog), GA4 for marketing, session replay |
| Privacy-sensitive organisation | Matomo self-hosted, or Plausible or Fathom |
Conclusion: choosing the right analytics tool for your needs
There is no single best analytics tool. The right choice balances insight, privacy, cost and the skills of your team. Begin with the questions you need to answer, collect only the data you will use, set up consent properly and combine quantitative and behavioural views. Revisit your choice as the rules and tools change.
Frequently asked questions about web analytics tools
What is the best web analytics tool?
Google Analytics 4 is the default free option. Privacy-first tools such as Plausible, Fathom or Matomo suit sites that want simpler, cookieless measurement.
Do I need a cookie banner for analytics in the UK?
Since 5 February 2026, certain first-party analytics are exempt from consent if you give clear information and an easy way to object. Advertising and cross-site tracking still need consent. Check the ICO guidance for your set-up.
How long does GA4 keep data?
Event-level data in the user interface can be kept for up to 14 months. Export to BigQuery to keep a longer history.
Is Microsoft Clarity free?
Yes. It offers free heatmaps and session recordings, with recordings stored for 90 days.
Can I use more than one tool?
Yes. Many teams use GA4 for advertising and a privacy-first or behaviour tool for general insight.
Which tool is best for apps?
Product analytics tools such as Mixpanel, Amplitude or PostHog.
Need help setting up measurement? Post your project on Sortlist and compare UK analytics and digital agencies for free.
Sources: PolicyPros, DUAA cookie changes, ICO, exceptions, Digital Applied, GA4 and BigQuery, Microsoft Clarity, Stevie Morris, GA alternatives for UK marketers. This is general information, not legal advice.
