Both are strong choices. The short answer: pick Google Analytics 4 if you are every site, especially with Google Ads. Pick Hotjar if you are conversion optimization research.
| Google Analytics 4 | Hotjar | |
|---|---|---|
| In one line | The free default for website and app analytics. | Heatmaps, recordings and feedback polls. |
| Pricing | Free | Free plan; from $32/mo |
| Free tier | Yes | Yes |
| Best for | Every site, especially with Google Ads | Conversion optimization research |
| Category | Analytics & Heatmaps | Analytics & Heatmaps |
| Website | analytics.google.com | hotjar.com |
Google Analytics 4 details Hotjar details