EDITOR’S PICK
GA4
Event-based web and app analytics for measuring user interactions, conversions, and cross-platform behavior.
Analytics & trackingFree option
Analytics & tracking
Choose analytics and tracking tools around the actions you need to understand after an ad click. Compare data collection, debugging and website integrations, then make sure someone owns the measurement plan and can investigate when the numbers stop making sense.
Available tools
EDITOR’S PICK
Google Tag Manager
Tool for managing and deploying website and app measurement and marketing tags from a central container.
Analytics & trackingFree option
1 website clickSince 8 Sep 2026, through 12 Oct 2026
1 AI search appearance ⓘSince 15 Sep 2026
EDITOR’S PICK
Matomo
Open-source web and product analytics for self-hosted or vendor-hosted tracking with built-in privacy controls.
Analytics & trackingSee website
EDITOR’S PICK
PostHog
Product analytics, session replay and feature flags for teams that instrument and iterate on digital products.
Analytics & trackingFree option
Ads Lighthouse
Monitor paid-search ads on branded queries across Google and Bing by keyword, location and device.
Convertista
Track and attribute WhatsApp message leads back to the originating ad click for Google Ads optimization.
Fathom Analytics
Simple, privacy-first website analytics that tracks high-level traffic and conversions without cookies.
Analytics & trackingSee website
Free HAR Analytics Practice Kit (Perunlight)
Local Node CLI and browser tools for comparing HAR files to spot added, removed or repeated GA4-style analytics requests.
Heap
Product analytics that captures user interactions automatically and enables visual analysis for product and growth teams.
Analytics & trackingFree option
Kissmetrics
Person-level event analytics, funnels and cohorts for product and growth teams.
Analytics & trackingSee website
LeadTrackr
Setup Offline Conversion Tracking in minutes
Measurebase
Set up server-side tagging and improve your tracking setup.
Analytics & trackingFree + paid
1 website clickSince 8 Sep 2026, through 12 Oct 2026
Before you choose
Start with the outcome you need to measure
Write down the actions that matter to the business and where they happen. Separate a form submission from a qualified enquiry, or a purchase from an earlier checkout step. Choose tools around that measurement plan, including the website, shop or CRM connections needed to explain the outcome.
Check the whole measurement path
Test an action from the browser through the tracking setup to the report. Look for duplicate events, missing values and mismatched currencies. Include consent choices and different devices in the checks. Keep a record of the expected result so future website changes can be checked against the same baseline.
Assign ownership before adding another platform
Decide who maintains tags, event definitions and access. Ask how you can inspect incoming data, export it and investigate gaps. Adding another destination is useful only if someone can explain what it receives and how its numbers should relate to the reports the team already uses.
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