Google Analytics vs Plausible vs Fathom
Head-to-head comparison of the top analytics tools in 2026.
Quick Comparison
| Feature | Google Analytics | Plausible | Fathom |
|---|---|---|---|
| Best for | Enterprise | Mid-market | Startups |
| Starting price | $$$$ | $$$ | $$ |
| Ease of use | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
| Customization | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ |
| Our verdict | Buy | Buy | Vibe |
The Build vs Buy Question
With three solid options in the market, should you even consider building? Here's our take:
- Google Analytics — Best if you need enterprise features and have the budget
- Plausible — Sweet spot of features vs. price for most teams
- Fathom — Great starting point, may outgrow it
- Vibe code — Consider if none of these fit your workflow