Web analytics software for online stores
An online store needs to see which channels and ads bring buyers, not just visitors. Google Analytics 4 is free, used everywhere and handles ads attribution. Its reports are confusing and many regions require a consent banner; Contentsquare (formerly Hotjar) adds heatmaps and session recordings on a useful free tier.
Top picks for online stores
All 12 web analytics tools, ranked for online stores
| Tool | Fit for online store | Starts at | Pricing | Users | Integrations | |
|---|---|---|---|---|---|---|
 Google Analytics 4GoogleFit 90 | 90 | $0 | Free | Unlimited | Google Ads, Search Console, Shopify, WordPress, everything | View |
 Contentsquare (formerly Hotjar)ContentsquareFit 90 | 90 | $0 | Free tier | Unlimited | GA4, Shopify, HubSpot, Slack, Zapier | View |
 Microsoft ClarityMicrosoftFit 85 | 85 | $0 | Free | Unlimited | Google Analytics, WordPress, Shopify, Wix | View |
 DataboxDataboxFit 75 | 75 | $0 | Free tier | 1 on Free and Analyst; 3 or 10 on Team; unlimited on Agency | Google Analytics 4, Google Ads, Facebook Ads, HubSpot, Shopify, QuickBooks, Stripe, Mailchimp, Google Sheets, Zapier | View |
 PostHogPostHogFit 72 | 72 | $0 | Free tier | Unlimited | Slack, HubSpot, Intercom, Customer.io, Zapier, Salesforce, Klaviyo, Google Ads | View |
 PirschPirschFit 65 | 65 | $5 | Free trial | Unlimited | WordPress, Google Search Console, REST API, webhooks, Google Analytics import | View |
 PlausiblePlausible InsightsFit 65 | 65 | $7.50 | Free trial | Varies by plan | Google Search Console, WordPress, Shopify, Zapier | View |
 Simple AnalyticsSimple AnalyticsFit 65 | 65 | $16.67 + $16.67/extra person | Free tier | 1; extra users $200/yr or $20/mo | WordPress, Webflow, Shopify, Google Tag Manager | View |
 UmamiUmami SoftwareFit 60 | 60 | $0 | Free tier | Varies by plan | Any site with a script tag | View |
 ClickyRoxr SoftwareFit 60 | 60 | $0 | Free tier | Unlimited | WordPress, any site via script tag | View |
 Fathom AnalyticsFathomFit 60 | 60 | $15 | Free trial | Unlimited | WordPress, Shopify, Squarespace, Zapier | View |
 CabinCabinFit 50 | 50 | $0 | Free tier | Unlimited | Any site via script tag | View |
Web analytics for online stores: questions
Which ones have a free plan?
Of the 5 that fit online stores best, Google Analytics 4, Contentsquare (formerly Hotjar), Microsoft Clarity, Databox and PostHog have a free plan. Check the limits on each tool page; most cap users, volume or features.
How are these ranked?
Each tool has a fit score from 0 to 100 for online stores, based on what it is built for and who its features serve. We list tools scoring 70 or more as strong fits, then break ties by the monthly price for a team of six. Partner links never change the order. How we calculate prices.