About and disclaimer
About this resource
Free to read, funded by nobody, and covering 30 tools. Here is exactly what this is and what it is not.
What this is
GTM Analytics is a free and comprehensive resource built to help web marketers find the best analytics tools for their websites. I picked 30 of them, read everything each vendor publishes, scored them against ten weighted measures on the same day, and ranked them.
Free means free to read, with no registration, no paywall, no email capture and no advertising anywhere on the site. Comprehensive means the whole market rather than a shortlist: cookieless tools, product analytics platforms, heatmap and session replay tools, enterprise suites, open-source projects and the free options that come attached to your hosting, plus head-to-head comparisons, alternatives guides and guides to the questions marketers actually arrive with.
It is a publication rather than a directory. There is a stated point of view, it is written down, and the ranking follows from it. That is the opposite of neutrality and it is deliberate: a list with no thesis is a list whose order nobody can explain, including the person who wrote it.
How it is funded
No paid placements. No affiliate links. No sponsored entries. No vendor has been given a preview, a right of reply before publication, or any influence over a score. I have no commercial relationship with any tool named on this site. If that changes, it will be disclosed on this page and on every affected review before anything else changes.
How the research was done
This is desk research and every page says so. For each tool I read the vendor's own pricing page, product pages and documentation, plus public repositories where the software is open source, and published policies on limits, retention and data use. Where a vendor makes a claim about a named competitor, I checked it against that competitor's own published material rather than repeating it.
I have not run every tool on a live site for a quarter, and I do not pretend otherwise. Where an entry rests on unusually thin published evidence, its evidence field says so plainly rather than dressing the gap up.
The disclaimer that matters
Everything on this site is opinion. Every score, every ranking and every verdict is one person's subjective assessment formed from publicly available information, and none of it is a statement of fact about any company or product.
Nothing here is an endorsement, and no business named on this site is associated with it. The opinions expressed are mine alone and not those of any employer, vendor or domain owner. All trade marks and product names belong to their respective owners and are used for identification only.
Prices, features, limits and policies were read on 11 September 2026 and change without notice. Nothing here is legal advice: the notes on consent and data protection are a lay reading of published vendor documentation, and if compliance matters to your organisation you should take proper advice.
Corrections
If something here is factually wrong, I want to fix it and I will, without conditions and without argument. That applies most of all to the vendors written about here: if I have misread your pricing, your limits policy or how your product works, send me the correction and it will be made. The contact form reaches a real inbox and a person replies.
I am also happy to reconsider a score if there is evidence I missed. I will not change one because somebody would prefer a different number, and I will not remove a review on request.
Who writes it
One person, writing in the first person throughout. Published 11 September 2026. The site is static, carries no advertising, sets no cookies and runs no third-party scripts, which felt like the minimum standard for a site with opinions about analytics.