Analytics · 2026
Fathom·vs·Google Analytics
Two solid choices in analytics. Here's how they stack up on pricing, fit, and trade-offs — so you can decide in a minute.
Reviewed by Switchpoint Editors ·
Take on Google Analytics
GA4 isn't a worse Universal Analytics — it's a different product that solves a different problem (ML-driven attribution at scale). For 90% of small sites, that complexity is a tax with no benefit. Plausible or Fathom gives you the 5 numbers you actually look at, with a privacy story you can put on your homepage.
Contender A
Fathom
Privacy-first analytics with a single dashboard.
- Solo founders and small teams.
- From $15/mo for 100K pageviews.
Best for
Pricing
Pros
- Privacy-friendly
- Clean UI
Trade-offs
- Less depth than PostHog
Contender B
Google Analytics
Free web analytics from Google.
- Sites that need free, deep web analytics tied to Google Ads.
- Free.
Best for
Pricing
Pros
- Free
- Tight ad integration
- Scales to enterprise
Trade-offs
- GA4 is hard to learn
- Sampling on big datasets
- Privacy/GDPR friction
The matrix
Side-by-side
Best for
Fathom
Solo founders and small teams.
Google Analytics
Sites that need free, deep web analytics tied to Google Ads.
Pricing
Fathom
From $15/mo for 100K pageviews.
Google Analytics
Free.
Top strength
Fathom
Privacy-friendly
Google Analytics
Free
Biggest trade-off
Fathom
Less depth than PostHog
Google Analytics
GA4 is hard to learn
The verdict
Which should you pick?
Solo founders and small teams.
Sites that need free, deep web analytics tied to Google Ads.
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