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