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The 5 Best Free Website Analytics Tools in 2023

Web analytics refers to gathering and analyzing data relating to your website and online content to gain valuable insights into your user experience (UX) and your users. There is an incredible amount of different tools you can use for web analytics, from paid services to free programs. This list will break down the best free website analytics tools out there, what they do well and how you can use them to help your website.

Top 5 website analytics tools you can use for free

Here are the 5 excellent and free website analytics tools and applications to help you gather and analyze data about your web content.

Google Analytics

Google Analytics is a comprehensive, all-in-one tool that tracks website metrics, blog visits, social media post performance and generates customized reports. Regarding free website analytics, Google Analytics is one of the best free analytics tools your business can rely on. In terms of pricing, Google Analytics provides several tools and features that are always free to use. You can join a paid plan starting from $30 per month to gain access to more services.

Some of the key features of Google Analytics include:

  • Provides insights: You can gain valuable insights into the metrics that matter most to you through customizable reports. You can track almost anything relating to the performance and users of your website.
  • Accessibility: Accessible via desktop and mobile apps.
  • Google integration: Google Analytics allows you to optimize your advertising and reach out to more people by integrating your website across Google’s advertising and publisher tools.
  • Boost your SEO: Website analytics and SEO go hand-in-hand. You can boost your SEO ranking in several ways and track your results and changes using Google Analytics.


Mixpanel is one of the best website analytics tools for tracking user interaction metrics. Using customizable reports, you can get insights on the key performance indicators (KPI) that matter most to you. Learning more about user behavior using Mixpanel and its wide range of tools and functions is easy. Mixpanel’s free analytics tools offer core reports providing insights on user journeys, templates and unlimited integrations and collaborations. Their plans start at $20 and increase depending on your needs.

  • Data visualization: Mixpanel creates helpful and intuitive visualizations of your website’s data, making it easy to understand what you are looking at and track changes. Their dashboard features provide a concise look at valuable data.
  • User profiles: Gain insight into your users’ behavior and other helpful information that will let you tailor your experience to them. You can even learn how to make your user experience better suited to their needs by making it easier to find popular pages.
  • Compare users: Comparing different user profiles will help you understand more about the people who visit your website. The more you know about your users, the more you can improve your layout and content to appeal to them.
  • Monitoring: Monitor conversion rates and other important KPIs closely with Mixpanel.



Hotjar can show you everything you need to know about your website and its performance as one of the best website analytics tools for free. From visual representation of user behavior, insightful feedback and even one-to-one interviews, Hotjar provides incredible features with their free plan. You can access even more tools and features with their paid plans, but this free website analytics tool has a lot that makes it stand out from the rest.

  • Various forms of visual data: Heatmaps and other forms of visual data representation will help you find actionable insights about your website’s visitors and most popular pages.
  • Privacy: Hotjar complies with the most significant internet data protection regulations to keep your data private and secure.
  • User interviews: Gain access to more than 40 survey templates, Hotjar’s AI for surveys and up to 60 interviews a year on Hotjar’s free plan.


Clarity is a Microsoft tool that provides free website analysis tools and uses heatmap tools to track user interactions and behavior—using functions like session recordings, heatmaps and ML insights. Clarity can give you a thorough look into how people navigate your website and gain meaningful insights.

There are a lot of reasons to try out Clarity when finding new ways to improve your website. The best features this free web analytics tool provides include the following:

  • Session recordings: Session recordings involve filming a volunteer user as they accomplish set tasks given to them, for example, finding a specific page. These are used to determine how user-friendly your website is and lets you improve your UX.
  • Real-time insights: Clarity analyzes data and generates insights at almost real-time speeds. Machine Learning and Deep AI are used to create invaluable insights and information while it analyzes user behavior.
  • Completely free: There are no limits to the number of sites that can be associated with a single account. The service is completely free of charge. There is no paid version you need to upgrade to in order to gain access to better web analytics tools or services.

Open Web Analytics

Open Web Analytics (OWA) is a free and open-source web analytics tool that gives you ways to track, monitor and analyze the way people use your websites and applications. There are a variety of benefits and advantages that make OWA a fantastic web analytics tool for any website developer or business to use:

  • First-party control: You can run OWA as a part of your website under your domain.
  • CRM systems: OWA provides website analytics with WordPress and MediaWiki support and integration.
  • Reports and metrics: Monitor dozens of metrics and variables with OWA’s generated reports.
  • Privacy: OWA is compliant with GDRP and many other internet privacy frameworks meaning your data and information will be protected and secure.

Enhance your website’s performance using free website analysis tools

WebFX has launched over 1600 websites and with more than 500 experts from website user experience analysis to website design, we have everything you need and more. We pride ourselves on the exceptional quality and insight we provide our clients with and can help you take your website to a whole new level.

Optimizing your website is smart if you’re looking for ways to improve your bottom line. A better UX means more customers and that means more revenue. Website analytics allows you to do this, but WebFX can give you so much more. For the best insights and services in the industry, contact us or call us at 888-601-5359 and we can start helping you as soon as possible.

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