switchpoint

Analytics · ecommerce brands · 2026

Best analytics
for ecommerce

Ecom teams care about deep integrations with Shopify/Klaviyo/Meta, fast iteration on creative, and tooling that respects margin.

Top pick

Google Analytics

Free web analytics from Google.

Picked for ecommerce because it integrates with the rest of your stack and scales as the team grows.

Try Google Analytics

The full shortlist

All 5 picks

  1. 1

    Google Analytics

    Free web analytics from Google.

    Free.

    Picked for ecommerce because it integrates with the rest of your stack and scales as the team grows.

    Pros

    • Free
    • Tight ad integration
    • Scales to enterprise

    Trade-offs

    • GA4 is hard to learn
    • Sampling on big datasets
    • Privacy/GDPR friction
    Visit Google Analytics
  2. 2

    PostHog

    Product analytics, session replay, and feature flags.

    Generous free tier, then usage-based.

    Picked for ecommerce because it scales as the team grows.

    Pros

    • Open source
    • Replay + flags included

    Trade-offs

    • Heavier to set up
    Visit PostHog
  3. 3

    Umami

    Open-source analytics you can self-host.

    Free self-hosted. Cloud from $20/mo.

    Picked for ecommerce because it integrates with the rest of your stack.

    Pros

    • Open source
    • Self-hostable

    Trade-offs

    • Fewer integrations
    Visit Umami
  4. 4

    Fathom

    Privacy-first analytics with a single dashboard.

    From $15/mo for 100K pageviews.

    Picked for ecommerce because it scales as the team grows.

    Pros

    • Privacy-friendly
    • Clean UI

    Trade-offs

    • Less depth than PostHog
    Visit Fathom
  5. 5

    Plausible

    Simple, privacy-friendly analytics.

    From $9/mo for 10K pageviews.

    Picked for ecommerce because it a solid fit for ecommerce.

    Pros

    • Cookieless
    • GDPR-friendly
    • Lightweight script

    Trade-offs

    • No event-level slicing
    Visit Plausible

Questions

FAQ

What's the best analytics for ecommerce?

Google Analytics. Picked for ecommerce because it integrates with the rest of your stack and scales as the team grows.

Is there a free option?

Yes — several picks have free tiers. Start with Google Analytics.

How was this list ranked?

We re-rank each category against the buying criteria of ecommerce brands: pricing, integrations, simplicity, and privacy. No 50-tool listicles. No fake winners.