Analytics · 3-way · 2026
Fathom · Google Analytics · Umami
Three credible picks in analytics. Here's the trade-off that actually decides it.
Reviewed by Switchpoint Editors ·
Fathom
Privacy-first analytics with a single dashboard.
- Solo founders and small teams.
- From $15/mo for 100K pageviews.
- Privacy-friendly
- Less depth than PostHog
Best for
Pricing
Top strength
Biggest trade-off
Google Analytics
Free web analytics from Google.
- Sites that need free, deep web analytics tied to Google Ads.
- Free.
- Free
- GA4 is hard to learn
Best for
Pricing
Top strength
Biggest trade-off
Umami
Open-source analytics you can self-host.
- Devs who already manage their own infra.
- Free self-hosted. Cloud from $20/mo.
- Open source
- Fewer integrations
Best for
Pricing
Top strength
Biggest trade-off
The matrix
Side-by-side-by-side
| Fathom | Google Analytics | Umami | |
|---|---|---|---|
| Best for | Solo founders and small teams. | Sites that need free, deep web analytics tied to Google Ads. | Devs who already manage their own infra. |
| Pricing | From $15/mo for 100K pageviews. | Free. | Free self-hosted. Cloud from $20/mo. |
| Top strength | Privacy-friendly | Free | Open source |
| Biggest trade-off | Less depth than PostHog | GA4 is hard to learn | Fewer integrations |
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