As privacy concerns grow and lightweight, cookieless solutions become more popular, many website owners are shifting away from Google Analytics. Based on data from Wappalyzer, here are the top alternative analytics platforms in 2025—ranked by adoption—and paired with updated revenue estimates from credible public sources.
📊 Top Alternative Analytics Tools (2025)#
| Rank | Platform | Sites Detected | Estimated ARR (Year) | Source |
|---|---|---|---|---|
| 1 | Plausible | 51,800 | $2M-3M (2025) | Plausible Blog, Hacker News |
| 2 | PostHog | 44,600 | ~$13M (2024) | PostHog Story, 2022 Review |
| 3 | Amplitude | 31,200 | ~$240M (2023) | Amplitude Investors |
| 4 | Ahrefs | 29,300 | ~$100M (2022) | Ahrefs Business Model |
| 5 | Fathom | 14,200 | $700k-1M (2025) | Educated guess, based on Plausible |
| 6 | Simple Analytics | 3,200 | ~$440k (2024) | Indie Hackers, 2024 Review |
Needless to say Ahrefs isn't really comparable here, but we've included it for completeness.
Sites detected doesn't mean paying customers - a good number will be lapsed subscriptions that people forgot to remove from their sites.
Fathom's revenue isn't public, but an educated guess puts it around $680k based on Plausible, and I've added a bit because I think it might be a bit higher than this.
Google Analytics and Google Tag Manager are still used on over 5 million websites each, but are excluded from this alternative-focused list.
🔍 What's interesting#
The financial growth of bootstrapped companies like Plausible and Fathom highlights a strong demand for simple, privacy-conscious tools.
Credit to these companies for turning out decent analytics infrastructure; it's not an easy problem to solve.
What's most interesting is just how much demand there is at the top end. The VC backed companies with deca-million revenue are remarkable.
I fully anticipate PostHog will be a $100m+ revenue business in a few years (and may eat Amplitude's lunch).
The other thing that is surprising is how all of these tools have focused on developer marketing.
Typically, analytics products are more heavily used by marketing teams.
One challenge we've noticed with Userbird is getting people to install the tracking script on the website; we see around 90% drop-off at this stage.
Focussing on developers may have been the secret to higher conversion at this step.
✅ Key Takeaways#
- Plausible leads in privacy-first adoption and reached $2M+ in revenue in 2023.
- PostHog is rapidly scaling, aiming for $100M ARR with a strong product analytics suite.
- Amplitude remains dominant among enterprise users.
- Fathom and Simple Analytics show sustainable growth via transparency and simplicity.
🐦 Try Userbird: Privacy-First Analytics#
Looking for a privacy-friendly alternative to Google Analytics? Userbird is a modern analytics platform offering:
- ✅ Cookie-free, GDPR-compliant tracking
- 🔍 Real-time dashboards & event tracking
- 🔥 Session replays & heatmaps
- ⚡️ Automatic event detection (no code required) 👉 Start using Userbird today and gain actionable insights without compromising on privacy.
Ready to Try Privacy-First Analytics?
See how Userbird can give you powerful insights without compromising user privacy. No cookies, no tracking consent needed, fully GDPR compliant.
