Web analytics 2026: Plausible, Matomo, Google Analytics 4

The three analytics systems in 2026 solve different problems: Plausible gives basic numbers with no cookies and almost no speed cost, Matomo gives GA4 depth with the option to keep data yourself, and Google Analytics 4 is free and most tightly integrated with Google advertising but requires a consent banner and carries the heaviest script.

Below: the selection criteria, a side-by-side table and honest pros and cons for each.

How do you choose the right one in four steps?

1. 1

   Define the decisions you make

   If you look at traffic and sources, a simple dashboard suffices. Funnels and e-commerce are another class.

2. 2

   Assess the role of Google ads

   Active campaigns make GA4's integration hard to argue against.

3. 3

   Price the speed cost

   The script-weight gap between GA4 and Plausible is tens of times.

4. 4

   Settle the cookie banner question

   No cookies, no banner. For a content site that's a visible experience gain.

Which criteria matter?

Look at four things: report depth, effect on site speed, whether a cookie banner is required, and total cost including traffic. Fifth: where the data physically lives, if that matters to you.

How do the three compare?

The score is our editorial 0–10 rating, not a vendor ranking. It weighs total cost, speed impact and how usable the reports actually are.

Prices are the vendors’ own published rates, checked in August 2026: Plausible Starter at $9/mo for up to 10,000 monthly pageviews, with a 30-day trial and no permanent free tier Plausible pricing page, August 2026 . Note the trial — Plausible is often described as having a free plan, and it does not.

Who is each one for?

Plausible — when you need answers to simple questions: how many people, where from, what they read. Downside: no funnels or deep drill-down, and price rises with traffic.

Matomo — when you need GA4 depth but the data should stay with you. Downside: the cloud is paid and self-hosting means maintenance time.

Google Analytics 4 — when you live inside Google’s advertising ecosystem. Downside: the heaviest script, a mandatory consent banner and an interface where a simple question becomes a report-building exercise.

So which should you pick?

Start from which decisions you make with the numbers. Simple questions and speed matters — Plausible. Depth without handing over data — Matomo. Active Google advertising — GA4. For a content site with no advertising, dropping GA4 usually delivers both speed and the disappearance of the consent banner at once.