How to Choose the Right Analytics & Data Platform in 2026
By Itai Varochik | Updated February 18, 2026 | 3 min read
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1. web analytics vs. product analytics vs. bi
These are fundamentally different tools solving different problems:
- Web analytics (Google Analytics, Plausible, Fathom): Track page views, traffic sources, and conversion funnels for websites
- Product analytics (Mixpanel, Amplitude, PostHog): Track user behavior within applications - feature usage, retention, cohort analysis
- Business intelligence (Tableau, Looker, Metabase): Query databases and build dashboards for cross-functional reporting
2. privacy-first analytics
GDPR and privacy regulations have made cookie-free analytics increasingly important. Plausible and Fathom offer lightweight, privacy-first alternatives to Google Analytics. They don't require cookie banners and provide cleaner data without bot traffic inflation.
3. event tracking & funnel analysis
For SaaS and apps, event-based tracking is essential. Mixpanel provides the deepest funnel and retention analysis. Amplitude excels at behavioral cohorts. PostHog combines product analytics with session recordings and feature flags in an open-source package.
4. self-hosted vs. cloud
Data sovereignty matters. PostHog, Plausible, and Metabase offer self-hosted options. Cloud-hosted solutions like Mixpanel and Amplitude eliminate infrastructure overhead but mean your data lives on their servers.
5. pricing considerations
- Google Analytics: Free (with data trade-offs)
- Plausible: From ~$9/month - privacy-first web analytics
- Fathom: From ~$14/month - simple, privacy-focused
- Mixpanel: Free tier, then from ~$28/month - product analytics
- PostHog: Generous free tier, open-source option available
Frequently Asked Questions
Should I replace Google Analytics?
If privacy compliance is a priority or you want simpler, more accurate data, yes. Plausible and Fathom are excellent replacements for most websites.
Mixpanel or Amplitude?
Both are excellent. Mixpanel has a simpler setup and better funnel analysis. Amplitude offers deeper behavioral analysis and is preferred by larger product teams.
Do I need a BI tool?
If you need to combine data from multiple sources (database, CRM, ads, support) into unified dashboards, yes. Metabase is a great free starting point.