10+ Best Free Website Analytics Tools for 2025

Until recently, the best way to conduct website analytics was by using Google Analytics. However, if you’ve used Google Analytics in the past couple of months, you know the tool is getting progressively more complex.

For all those looking for a more straightforward, easier solution for website analytics, we’ve gathered the best 12 free website analytics tools.

How to choose the best among free web analytics tools?

Choosing the right free website analytics tools for your toolkit can be a bit tricky. So, make sure to ask yourself (or discuss it with your team) these questions before choosing a website analytics tool: 

• What specific insights do I need? – If you need data regarding user behavior, you should opt for a user analytics tool, such as UXtweak or Hotjar. If you are more interested in traffic sources, try using Matomo or Plausible. 
• How in-depth do I need the insights to be? 
• Does the tool I’ve chosen have integrations with the rest of my toolkit? 
• Do I want to use a cloud solution, a solution with managed hosting, or a self-host?

Once you better understand what you need, you’ll be ready for a well-informed decision.

12 best free website analytics tools for 2025

1. UXtweak
2. Cloudflare
3. Mixpanel 
4. Hotjar 
5. Smartlook 
6. Matomo (formerly Piwik) 
7. Open Web Analytics 
8. Woopra 
9. Clicky 
10. HubSpot 
11. Semrush 
12. Umami

We have compiled the 12 best free website analytics tools that you should use in 2025. Below you will find a quick comparison table with the tools mentioned in this article.

1. UXtweak

Best for: User behavior analytics, user experience research

UXtweak has all of the features you’ll need to build the perfect website that visitors will want to return to. It perfectly visualizes customer frustration to better understand their issues in the form of pixel-perfect session replays, heatmaps, and many other powerful analytics tools. Track users’ clicks, scrolls, and mouse moves and discover new ways to improve your website.

Features:

1. Heatmaps and Session Recordings
2. Usability testing
3. Card Sorting
4. Tree Testing
5. Mobile Testing
6. Preference Testing
7. Five Second Test
8. Prototype testing
9. Moderated testing

UXtweak tools also include the Onsite Recruiting widget, a built-in reward feature to motivate respondents, and Own Database – a CRM-like tool for user management.

Try UXtweak features in these demos⬇️

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Tree Testing

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Website Testing

Pros:

• Beginner-friendly and easy-to-understand analytics dashboard 
• A good variety of tools to test all aspects of user behavior 
• Functionalities for both moderated and unmoderated user testing  
• Top-notch participant recruitment panel 
• High quality of support

Cons:

• UXtweak does not have functionalities for tracking traffic sources or funnel analytics, so it’s best for in-depth user behavior analysis.

User reviews:

Here is what users think about UXtweak, according to reviews on Capterra:

Pricing:

UXtweak has a free-forever plan with which you can use all the tool’s features.

If you want to buy an additional license or create highlight reels after user interviews, you can buy a Basic plan or request custom pricing. 

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2. Cloudflare

Best for: traffic and views analytics

Cloudflare is our second pick among the best free website analytics tools. It is a great alternative to Google Analytics and is praised by users on Reddit. Cloudflare offers a secure lightweight solution for website analytics and can either be using a JavaScript beacon, or at the Cloudflare edge servers.

This is a great tool for beginners or if you don’t require in-depth analytics. However, it doesn’t offer features for user research. It would be best to use it in combination with a free website analytics tools for user behavior research.

Features: 

1. Track unique visitors, page views, URLs and much more.
2. Measure performance-related metrics, such as response times and request statuses.
3. Identify slow-responding pages that harm user experience.
4. Monitor threats such as bots or DDoS attacks.

Pros:

• Extensive toolkit both for analytics purposes and website protection.
• Cloudflare is very privacy-protection oriented and is GDPR-compliant.
• Centalized dash-board that does not have a steep learning curve to analyze the data.
• Cloudflare combines analytics data with security metrics, providing a more holistic overview of the website’s performance.

Cons:

• Limited segmentation and advanced reporting
• Lacks features for user behavior analytics
• Requires Cloudflare integration

User reviews:

Here is what users think about Cloudflare, according to reviews on Capterra:

Pricing:

This website analytics tool is free.

3. Mixpanel

Best for: funnel and segmentation analytics

This website analytics software that allows you to track the performance of your digital product. You can get insights into website behavior, demographics, user funnels, why users drop off and do not convert, and much more. It is also easy to integrate with many other popular tools.

Features:

1. Real-Time Reporting
2. Custom Reports and Dashboards
3. Account-Level Analytics
4. User-Level Analytics
5. Segmentation
6. Funnels
7. Event Tracking
8. Conversion Tracking

Pros:

• Mixpanel is highly customizable
• Many possible integrations with a range of other tools

Cons:

• The UI can be too complex and could benefit from simplifying
• Difficult onboarding for non-technical users

User reviews:

Here is what users think about Mixpanel, according to reviews on Capterra:

Pricing:

A free plan is available up to 20M monthly events. The paid Growth plan is $20+ and the Enterprise plan is $833+ a month.

4. Hotjar

Best for: heatmaps and session recordings

Hotjar is a single solution that integrates several website analytics tools and features with various feedback options. Its most important feature is heatmaps. Hotjar can also collect important input from users through polls, surveys, and other means. Their solutions work together to enable you to track website analytics while also delivering actionable behavior insights. It can keep track of clicks, movements, and scrolls and display them. Replaying visitor records allows you to view the actual behavior of users.

Features:

1. Heatmaps
2. Visitor recordings
3. Conversion funnels
4. Feedback polls
5. Incoming Feedback

Pros:

• Attributes and triggers that provide effective targeting
• Each feature has an unlimited number of responses
• Does not limit the number of people on your team that may access the platform

Cons:

• Limited range of features and metrics
• Not possible to download recordings

User reviews:

Here is what users think about Hotjar, according to reviews on Capterra:

Pricing:

Free plan up to 35 daily sessions. $39/month for Plus plan. 

5. Smartlook

Best for: heatmaps and user click analytics

Smartlook can be your free website analytics tool if you utilize its free plan that allows you to track 3,000 monthly sessions. It is a similar tool to Hotjar with in-depth heatmaps, scroll maps, and click maps that provide insights into visitor actions.

Features:

1. Heatmaps
2. Funnels
3. Events
4. Session Recordings

Pros:

• Advanced analytics
• Well-designed and pleasant UI
• Good filters

Cons:

• Narrow scope of tools
• Recordings cannot be organized or tagged

User reviews:

Here is what users think about Smartlook, according to reviews on Capterra:

Pricing

Free plan up to 3000 monthly sessions. The paid plans start at €55/month.

6. Matomo (formerly Piwik)

Best for: traffic analytics and conversion tracking

Matomo is a Google Analytics alternative that boasts a great data privacy policy and is used even by the likes of NASA, the United Nations, and the European Commission. It tracks website visitor sessions, pageviews, events, conversions, funnels, and much more.

Features:

1. Website visitor tracking
2. Event & conversion tracking
3. Funnels
4. Acquisition
5. Session recording & heatmaps
6. Customizable reports

Pros:

• 100% data ownership and zero privacy concerns for website visitors
• You can import historical data from Google Analytics if you decide to switch to Matomo

Cons:

• Rather outdated and confusing UI
• Weak support
• Difficult to install for non-technical users
• Can sometimes be slow to display large data

User reviews:

Here is what users think about Matomo, according to reviews on Capterra:

Pricing:

Matomo is free to use and requires a server and some technical knowledge to install. The Cloud version (that doesn’t need to be hosted on your server and is much easier to install) is €19/month.

7. Open Web Analytics

Best for: conversions and page view tracking

A free website analytics software offers an alternative to Google Analytics with similar features and tracking reports.

Features:

1. Conversion tracking
2. Page views & sessions
3. Event Tracking
4. Tracking of Campaigns
5. E-Commerce
6. Customizable reporting
7. Heatmaps

Pros

• You get traditional website analytics tool functionality with the added bonus of a heatmap feature
• JavaScript and PHP-based APIs for web analytics page integration

Cons

• No integration with Google Analytics, so if you want to make the switch from that tool, you will lose all your historical data
• Weak support
• Requires technical knowledge to set-up

User reviews:

Unfortunately, there have been no reviews for Open Source Analytics on Capterra.

Pricing

Open Web Analytics is a free open-source analytics software.

8. Woopra

Best for: visitor tracking

A comprehensive tool for website analytics and visitor tracking that focuses on tracking individual users, their engagement, and retention. By tracking customer journeys from end to end, Woopra is a helpful tool for many departments form product, sales, and marketing to support teams.

Features:

1. Sessions
2. Engagement
3. Entry and Exit Pages
4. Event Tracking
5. Retention & Return
6. Conversions
7. Custom Reports and Dashboards

Pros:

• Nice and clear reports
• Quality support

Cons:

• Big learning curve for novice users
• Limited customization
• Somewhat complex and unintuitive UI

User reviews:

Here is what users think about Woopra, according to reviews on Capterra:

Pricing

The free plan of Woopra offers tracking of 500K actions/month, 90-day data retention and Core Analytics. The paid plan is $999/month.

9. Clicky

Best for: website behavior and event tracking

Clicky is a website analytics platform similar to Google Analytics with an emphasis on data privacy. Track website behavior, event tracking, real-time visitor tracking, etc., and utilize its free plan for up to 3000 daily pageviews.

Features:

1. Sessions
2. Engagement
3. Entry and Exit Pages
4. Event Tracking
5. Reporting
6. Real-Time Reporting
7. Custom Reports and Dashboards
8. Campaign tracking

Pros

• Intuitive and user-friendly interface
• Easy collaboration

Cons

• Limited customizability
• UTM parameters are not tracked all (source and medium are ignored)
• Graphs are only able to show 1 year of history
• Weak support

User reviews:

Here is what users think about Clicky, according to reviews on Capterra:

• “It was easy to install (integrated to Lightspeed), easy to use, it shows me the key metrics I need to look up daily.” – Marie Lyne D.
• “Dashboard is fairly easy to understand with tons of insights that you don’t get in a lot of paid tools.” – Sheryl S.

Pricing

A free plan for 3,000 daily pageviews. A free 21-day trial for all plans is also available.

10. HubSpot

Best for: tracking marketing campaigns

HubSpot is most known for its CRM (Customer Relationship Management) tool, however, has become a more versatile tool. It offers free website tools for marketing automation and content management is the most versatile platform on this list. You can track the performance of your marketing campaign and landing pages, basic website analytics, and even use HubSpot tool for some SEO.

Features (HubSpot Marketing Hub):

1. Building and Personalizing Emails
2. Online Marketing
3. Landing Pages and Forms
4. Online Behavior Tracking
5. Reporting & Analytics
6. Basic Reporting & Web Analytics

Features (HubSpot CMS):

1. Content Management 
2. SEO 
3. Content dashboard and reports

Pros:

• A complex set of tools for every need

Cons:

• New features sometimes have bugs
• Complex UI
• Customization options limited

User reviews:

Here is what users think about HubSpot, according to reviews on Capterra:

Pricing:

HubSpot Marketing Hub is free, the paid plans start at $50/month. 

HubSpot CMS Hub starts at $25/month.

11. Semrush

Best for: SEO and keyword analytics

Semrush is more a complementary tool, than a real website analytics tool, however, if you are interested in SEO and keyword optimization, you will be pleased to hear that it offers a free plan. The free plan of Semrush has some limitations, nevertheless, to start optimizing your webpage for search engines it is enough.

Features:

1. Keyword & domain research
2. Backlink analytics
3. Page crawler to find & fix site errors
4. Social media tracking & analytics
5. Scheduled PDF reports
6. Content Marketing Platform: plan, write & optimize content in 1 place

Pros:

• A broad range of tools and features
• Regular updates and new tools

Cons:

• The mechanism used for calculating traffic can be somewhat inaccurate
• The free plan is only helpful for small-scale SEO
• Difficult to use for new users

User reviews:

Here is what users think about Semrush, according to reviews on Capterra:

Pricing:

A free plan is available, with limitations. The paid plans have a pricing range of $129.95/month – $499.95/month.

12. Umami

Best for: Traffic source and volume analysis

Umami is an open-source free web analytics tool that offers a straightforward setup process, especially when deployed via Docker, and allows customization of tracking scripts to avoid detection by ad blockers. 

Features: 

1. Page views
2. Traffic source analysis 
3. Bounce rate analytics 
4. Location inspection 
5. Device information 

Pros: 

• Umami is one of the closest alternatives to Google Analytics.
• This free website analytics tool is fully compliant with GDPR and CCPA. 
• Beginner-friendly and can be managed via Umami Cloud solution. 

Cons: 

• Umami does not provide solutions for funnel analytics, which is common for such types of free website analytics tools. 

User reviews:

Unfortunately, Umami does not have any reviews on Capterra.

Pricing: 

Umami has a free Hobby plan or paid Pro plan starting from 20$ per month.

Free Website Analytics with UXtweak

Analyze website user behavior, scrolls and clicks, replay sessions, and study heatmaps. The only tool you need to visualize your customers’ frustration and better understand their issues.

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We are here to make tracking website behavior possible for you! We hope this free website analytics tools comparison was useful and you are now ready to improve your website. Make it a place where your users will be pleased to return! Create a free account if UXtweak caught your attention or book a demo call.