Google Analytics 4 vs Hotjar: 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 | G Google Analytics 4 | H Hotjar |
|---|---|---|
| Overall Rating | 8/10 | 8/10 |
| Starting Price | Free | $32/mo |
| Free Plan | ||
| Free Trial | ||
| Best For | any | small |
| Ease of Use | 6/10 | 9/10 |
| Features | 9/10 | 8/10 |
| Value for Money | 10/10 | 7/10 |
| Support | 6/10 | 8/10 |
Overview
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.
Hotjar combines heatmaps, session recordings, and feedback tools to show how users interact with your website. Great for UX insights and conversion optimization.
Pricing Comparison
Better value: Google Analytics 4Google Analytics 4
Better ValueHotjar
Features Comparison
Winner: Hotjar| Feature | Google Analytics 4 | Hotjar |
|---|---|---|
| Web Analytics | Basic | |
| Product Analytics | Basic | |
| Heatmaps | ||
| Session Recording | ||
| Funnel Analysis | ||
| Privacy Focused | ||
| Real Time | ||
| Ab Testing | Via Optimize | |
| Data Retention | 14 months free | 365 days |
| Custom Events |
0
features unique to Google Analytics 4
2
features unique to Hotjar
Pros & Cons
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
Hotjar
Pros
- Visual heatmaps and recordings
- Easy to understand insights
- User feedback tools
- Free tier available
- Quick to implement
Cons
- Recording limits on lower plans
- Can slow down site slightly
- Privacy considerations
- Limited quantitative analytics
The Verdict: It's a Tie
Both Google Analytics 4 and Hotjar 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.
Google Analytics 4 shines in any website needing free analytics, while Hotjar excels at ux research and optimization. Consider trying both with their free trials to see which fits your workflow better.
Our recommendation: We recommend Google Analytics 4 if you prioritize completely free for most users, and Hotjar if visual heatmaps and recordings matter more to you.
Choose Google Analytics 4 if you...
- • Need any website needing free analytics
- • Need google ads advertisers
- • Need cross-platform tracking needs
Choose Hotjar if you...
- • Need ux research and optimization
- • Need conversion rate optimization
- • Need understanding user behavior visually
Ready to Get Started?
Read our full reviews:
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