switchpoint

Analytics · small businesses · 2026

Best analytics
for small business

Owner-operated businesses need software a non-technical owner can run themselves, with a clear monthly bill and predictable support.

Top pick

Plausible

Simple, privacy-friendly analytics.

Picked for small business because it light enough to adopt in a day and priced for small budgets.

Try Plausible

The full shortlist

All 5 picks

  1. 1

    Plausible

    Simple, privacy-friendly analytics.

    From $9/mo for 10K pageviews.

    Picked for small business because it light enough to adopt in a day and priced for small budgets.

    Pros

    • Cookieless
    • GDPR-friendly
    • Lightweight script

    Trade-offs

    • No event-level slicing
    Visit Plausible
  2. 2

    Google Analytics

    Free web analytics from Google.

    Free.

    Picked for small business because it a solid fit for small business.

    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
  3. 3

    PostHog

    Product analytics, session replay, and feature flags.

    Generous free tier, then usage-based.

    Picked for small business because it a solid fit for small business.

    Pros

    • Open source
    • Replay + flags included

    Trade-offs

    • Heavier to set up
    Visit PostHog
  4. 4

    Fathom

    Privacy-first analytics with a single dashboard.

    From $15/mo for 100K pageviews.

    Picked for small business because it light enough to adopt in a day.

    Pros

    • Privacy-friendly
    • Clean UI

    Trade-offs

    • Less depth than PostHog
    Visit Fathom
  5. 5

    Umami

    Open-source analytics you can self-host.

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

    Picked for small business because it a solid fit for small business.

    Pros

    • Open source
    • Self-hostable

    Trade-offs

    • Fewer integrations
    Visit Umami

Questions

FAQ

What's the best analytics for small business?

Plausible. Picked for small business because it light enough to adopt in a day and priced for small budgets.

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 small businesses: pricing, integrations, simplicity, and privacy. No 50-tool listicles. No fake winners.