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