Fathom Analytics vs Google Analytics 4: Which Is Better in 2026?

A detailed comparison to help you choose the right analytics tool for your needs.

Too Close to Call

Both tools are closely matched with similar overall ratings

Quick Comparison

Aspect
F
Fathom Analytics
G
Google Analytics 4
Overall Rating
8/10
8/10
Starting Price
$14/mo
Free
Free Plan
Free Trial
Best For
small
any
Ease of Use
10/10
6/10
Features
6/10
9/10
Value for Money
7/10
10/10
Support
9/10
6/10

Overview

F

Fathom Analytics

Fathom is a privacy-first analytics platform that's GDPR, CCPA, and PECR compliant. No cookies, simple dashboard, and fast loading.

G

Google Analytics 4

Google Analytics 4 (GA4) is Google's latest analytics platform with event-based tracking, cross-platform measurement, and machine learning insights. Free for most use cases.

Pricing Comparison

Better value: Google Analytics 4
F

Fathom Analytics

Pricing ModelPaid
Starting Price$14/mo
Free Trial
Free Tier
G

Google Analytics 4

Better Value
Pricing ModelFree
Starting PriceFree
Free Trial
Free Tier

Features Comparison

FeatureFathom AnalyticsGoogle Analytics 4
Web Analytics
Product Analytics
Basic
Heatmaps
Session Recording
Funnel Analysis
Privacy Focused
Real Time
Ab Testing
Via Optimize
Data Retention
Unlimited
14 months free
Custom Events

1

features unique to Fathom Analytics

1

features unique to Google Analytics 4

Pros & Cons

F

Fathom Analytics

Pros

  • Completely privacy-focused
  • No cookie banners needed
  • Beautiful, simple interface
  • Excellent customer support
  • Uptime monitoring included

Cons

  • Limited to basic metrics
  • More expensive than Plausible
  • No free tier
  • No user-level analytics
G

Google Analytics 4

Pros

  • Completely free for most users
  • Integrates with Google ecosystem
  • Cross-platform tracking
  • Machine learning insights
  • Industry standard

Cons

  • Steep learning curve (especially from UA)
  • Privacy concerns in EU
  • Interface can be confusing
  • Data sampling on free tier

The Verdict: It's a Tie

Both Fathom Analytics and Google Analytics 4 are excellent analytics tools that deliver strong value. With nearly identical overall ratings, the choice between them comes down to your specific requirements rather than one being objectively better.

Fathom Analytics shines in privacy-conscious businesses, while Google Analytics 4 excels at any website needing free analytics. Consider trying both with their free trials to see which fits your workflow better.

Our recommendation: We recommend Fathom Analytics if you prioritize completely privacy-focused, and Google Analytics 4 if completely free for most users matter more to you.

Choose Fathom Analytics if you...

  • • Need privacy-conscious businesses
  • • Need content sites and blogs
  • • Need those avoiding cookie consent

Choose Google Analytics 4 if you...

  • • Need any website needing free analytics
  • • Need google ads advertisers
  • • Need cross-platform tracking needs

Ready to Get Started?

Try Fathom AnalyticsTry Google Analytics 4

Read our full reviews:

Fathom Analytics Full ReviewGoogle Analytics 4 Full Review

* We may earn an affiliate commission when you visit these tools through our links. This doesn't affect our ratings or comparisons.

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Fathom Analytics vs Google Analytics 4 FAQ

Both Fathom Analytics and Google Analytics 4 are excellent choices with similar ratings. The better option depends on your specific requirements and preferences.
Yes, Google Analytics 4 is more affordable with plans starting at $0/month, compared to $14/month for the other.
Fathom Analytics scores higher in ease of use (10/10) compared to Google Analytics 4 (6/10).
Yes, migration between Fathom Analytics and Google Analytics 4 is possible. Most tools offer data export features. Check each tool's documentation for specific migration guides and import capabilities.
For small teams, Fathom Analytics is specifically designed for this use case. Consider your budget and specific feature needs when choosing.
For startups, consider your growth trajectory. Google Analytics 4 offers a free tier which is great for bootstrapped startups.
Yes, each tool has unique strengths. Fathom Analytics excels at: Privacy-conscious businesses, Content sites and blogs. Google Analytics 4 is better for: Any website needing free analytics, Google Ads advertisers. Review our detailed feature comparison above.
Fathom Analytics rates higher in customer support (9/10) compared to Google Analytics 4 (6/10).
Google Analytics 4 offers better value for money with a rating of 10/10 compared to Fathom Analytics's 7/10.
Consider switching if Google Analytics 4's strengths (Any website needing free analytics) align better with your current needs. However, factor in migration effort and learning curve before making the switch.