Measure website traffic: tools and selection criteria

To measure website traffic, start with the outcome rather than the number of features. These selected tools take different approaches, with strengths and limitations worth comparing. Free and freemium options are distinguished; check quotas and exports before choosing a plan.

How to choose

• Supported channels
• Reporting and publishing limits
• Measurement and export

Our selection

• 

  Umami · umami.is

  Simple, privacy-friendly website analytics, no cookie banner needed.

  Keep in mind: Less detailed than Google Analytics

  FreemiumOpen source
  Open ↗
• 

  Matomo · matomo.org

  Open-source, ethical Google Analytics alternative where you own your data.

  Keep in mind: Cloud version is paid

  FreemiumOpen sourceFrench
  Open ↗
• 

  Google Analytics · analytics.google.com

  Measure your website's traffic and visitor behavior.

  Keep in mind: GA4 interface is complex for beginners

  Free
  Open ↗

This selection is not a performance ranking. Check individual pages and provider terms before choosing.

Editorial update : 2026-10-06