10 Website Analytics Tools for Small Business in 2026
Most are free or have a free tier, and several skip cookie banners. Here is what each costs on its maker's own site.
Knowing where your visitors come from and what they do is the first step to a better website. These ten tools range from free to a few hundred dollars a month. Prices below come from each maker's own page today and can change.
1Plausible Analytics
A one-page dashboard for one site on Starter, with goals, custom events and email or Slack reports. Growth ($14) adds up to 3 sites, Business ($19) up to 10. The catch: no free plan, only a trial.
Visit Plausible Analytics →2Fathom Analytics
Every plan covers 50 sites and needs no cookie banners, with event and revenue tracking, UTM tracking and an analytics API. The catch: there is no free plan and a card is required for the trial.
Visit Fathom Analytics →3Matomo
Offers a hosted cloud plan with a free trial, or a free self-hosted edition. Higher tiers add heatmaps, session recording and A/B testing. The catch: more to set up than the simpler tools here.
Visit Matomo →4Simple Analytics
A one-page dashboard that needs no configuration, collects no personal data and is EU-hosted. The free plan covers 5 sites with a badge and 1 month of history. The catch: extra users cost $20 a month each.
Visit Simple Analytics →5Umami
Offers funnels, retention, goals and UTM tracking. The cloud free tier covers 100K events and 1 website, and you can self-host for free. The catch: the free tier keeps data only 6 months.
Visit Umami →6Pirsch
Standard covers 50 websites and includes events, conversion goals and Google Analytics import. Plus at $12 adds funnels and A/B testing. The catch: pricing scales with page views.
Visit Pirsch →7Microsoft Clarity
Shows session recordings and heatmaps, with AI summaries and an AI chat for questions about your data. Microsoft describes it as free forever with no traffic limits. The catch: it focuses on behavior, not full marketing reports.
Visit Microsoft Clarity →8Google Analytics
Google says it is free of charge and tracks customers across sites and apps with attribution, reporting and machine-learning insights. It connects to Google Ads and Search Console. The catch: it is more complex than the privacy-first tools.
Visit Google Analytics →9Cloudflare Web Analytics
Cloudflare says it is free and privacy-first, with no cookies or localStorage. It reports top pages, countries and status codes, via a small script or by routing traffic through Cloudflare. The catch: reports are basic.
Visit Cloudflare Web Analytics →10Contentsquare Free
The free plan covers 1 project, session replays, heatmaps, funnels and basic surveys, with 1 month of data access. Growth adds 3 projects and 13 months of data. The catch: the free plan is limited to 1 project.
Visit Contentsquare Free →How we picked
We opened each maker's official pricing or product page on 2026-11-04 and listed only what those pages state. This is a comparison of published plans and features, not hands-on testing, so try a free plan or trial before you commit. The order runs roughly from simple paid tools to free tools to behavior-tracking tools.
- Plausible (Plausible)
- Fathom pricing (Fathom)
- Matomo pricing (Matomo)
- Simple Analytics pricing (Simple Analytics)
- Umami pricing (Umami)
- Pirsch pricing (Pirsch)
- Microsoft Clarity (Microsoft)
- Google Analytics (Google)
- Cloudflare Web Analytics (Cloudflare)
- Contentsquare pricing (Contentsquare)
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