Both are strong choices. The short answer: pick Fathom if you are one-page dashboards without consent popups. Pick Google Analytics 4 if you are every site, especially with Google Ads.
| Fathom | Google Analytics 4 | |
|---|---|---|
| In one line | Simple, GDPR-friendly analytics with fast dashboards. | The free default for website and app analytics. |
| Pricing | From $15/mo | Free |
| Free tier | No | Yes |
| Best for | One-page dashboards without consent popups | Every site, especially with Google Ads |
| Category | Analytics & Heatmaps | Analytics & Heatmaps |
| Website | usefathom.com | analytics.google.com |
Fathom details Google Analytics 4 details