Google Analytics 4 vs Fathom Analytics

Two web analytics tools side by side. Prices are the starting plan a small business would pick, in USD.

Compare	Google Analytics 4Google	Fathom AnalyticsFathom
In one line	Free, standard, and more than most businesses will use	Privacy-first analytics for up to 50 sites
Starting price	Free	From $15/mo
Six-person team	$0/mo	$15/mo
Plans	Free; Analytics 360 is a separate paid product	From $15/mo for 100k pageviews and 50 sites; 2 months free yearly
Pricing model	Free	Free trial
Free trial	—	7 days
Users	Unlimited	Unlimited
Integrations	Google Ads, Search Console, Shopify, WordPress, everything	WordPress, Shopify, Squarespace, Zapier
Team size	Just me · 2–10 people · 11–50 people · 51–200 people	Just me · 2–10 people · 11–50 people
Available in	US · UK · CA · AU	US · UK · CA · AU
Phone support	None listed	None listed
Live chat	None listed	None listed
Support hours	Not published	Not published
Incidents posted	Google has a public status page. Status page	Fathom has a public status page. Status page
Capterra score	See reviews on Capterra	4.5 / 5 from 2 reviews (few reviews)
Trustpilot score	Not listed	3.7 / 5 from 1 reviews (few reviews)
Fit: Retail shop	70	60
Fit: Restaurant or café	65	60
Fit: Service business	80	80
Fit: Agency or studio	90	85
Fit: Trades or contractor	70	65
Fit: Online store	90	60
Why people pick it	Free and universal Ads attribution	50 sites on one plan Uptime monitoring included
Where it falls short	Confusing reports Consent banners required in many regions	Pricier entry than Plausible Basic events only
	Visit Google Analytics 4 ↗	Visit Fathom Analytics ↗

Six-person prices are what a team of six would pay on the published plans; "Not listed" means those plans don't cover six. How we calculate prices