Guide
Best Web And Product Analytics Tools for Agencies (2026)
By Red Kite Search Agency Created Updated 8 min read
Summary
Google Analytics is the best free baseline for traffic and ads; Microsoft Clarity is the best free behavior insight; Amplitude is the best for product analytics with unlimited seats; PostHog is the best open source product analytics. Prices and ratings were checked in October 2026 and change often.
What are the best web and product analytics tools for agencies in 2026?
Agencies need to measure what happens on client sites and products, and the tools split into three jobs: traffic and conversions, visitor behavior, and product analytics. Many are free to start, so the decision is about fit rather than price.
We compared four tools agencies use most. The right mix depends on whether your clients sell through a website, run a software product, or both.
Our shortlist, in order: Google Analytics, Microsoft Clarity, Amplitude, PostHog. The table puts them side by side.
| Tool | Best for | Editorial score | Review-site ratings | Pricing |
|---|---|---|---|---|
| Google Analytics | Best free baseline for traffic and ads | 4.2 / 5 | G2 4.5 | Google Analytics is free of charge. Analytics 360 pricing is not shown on the product page. |
| Microsoft Clarity | Best free behavior insight | 4.1 / 5 | G2 4.5 | Microsoft Clarity is free forever, with no limits on traffic. |
| Amplitude | Best for product analytics with unlimited seats | 4.2 / 5 | G2 4.5 | Free plan with 2M events a month forever. Plus starts at $0 with the first 2M events free; Growth and Enterprise are custom. |
| PostHog | Best open source product analytics | 4.2 / 5 | G2 4.5 | Free tier on every product and a $0 platform fee on pay-as-you-go; you pay only for usage above the free allowances. |
How did we choose the best web and product analytics tools?
We included tools with public pricing or a clear free tier, substantial review-site evidence, and common use among agencies. Pricing and features come from each vendor page, and ratings come from G2.
We separated traffic, behavior, and product analytics, since a stack usually combines more than one. Scores reflect fit for agencies serving several clients.
What we looked for
- Job: traffic and conversions, behavior, or product analytics.
- Pricing model: free, flat, or usage-based.
- Integrations with advertising and search tools.
- Published privacy, security, and support evidence.
- Session replay, heatmaps, and experimentation.
- Public evidence: review-site ratings and review counts.
Is Google Analytics a good web or product analytics tool for agencies?
Best free baseline for traffic and ads: Google Analytics is free, connects to Google Ads and Search Console, and has the largest review base. It is complex, not white-label, and its page did not describe privacy features.
Google Analytics measures website and app traffic and conversions, with built-in automation, flexible reporting, cross-platform attribution, machine-learning insights and shareable reports. It integrates with Google Ads, Search Ads 360, Display & Video 360, Google Cloud and Search Console.
Who it suits: Every agency that manages client websites and ad campaigns and needs a standard, free measurement baseline.
Google Analytics pros
- Free of charge, with no plan to buy.
- Integrates with Google Ads, Search Ads 360, Display & Video 360, Google Cloud and Search Console.
- Cross-platform attribution and machine-learning insights.
- Shareable reports and the most reviews of any analytics tool in this group.
Google Analytics cons
- It is not a white-label client reporting tool.
- The interface and data model take time to learn.
- Privacy and consent controls were not described on the product page.
- Analytics 360 pricing was not shown.
Is Microsoft Clarity a good web or product analytics tool for agencies?
Best free behavior insight: Clarity is free forever with no traffic limits, with recordings, heatmaps, AI summaries, and mobile SDKs. It is not a full analytics platform and has a small G2 base.
Microsoft Clarity is a free user behavior analytics tool that records sessions, builds heatmaps and adds AI summaries and AI chat to explain what users do on a site. It has no traffic limits and mobile SDKs for Android, iOS, Flutter and React Native.
Who it suits: Agencies that want free heatmaps and session recordings to diagnose client site usability and conversion problems.
Microsoft Clarity pros
- Free forever with no limits on traffic.
- Session recordings and heatmaps on every site.
- AI summaries and AI chat to explain behavior.
- Mobile SDKs for Android, iOS, Flutter and React Native.
Microsoft Clarity cons
- It is not a full analytics or reporting platform.
- The page did not mention consent handling.
- Integration details were general rather than listed.
- The G2 review base is small.
Is Amplitude a good web or product analytics tool for agencies?
Best for product analytics with unlimited seats: Amplitude has a free plan, unlimited seats, and analytics, replay, and experiments on every plan. Paid plans are event-based and mostly quoted.
Amplitude is a digital analytics platform with product analytics, session replay, experimentation, guides and surveys, and AI features. Every plan includes the full platform and unlimited seats, with usage priced by events.
Who it suits: Agencies that run product and growth analytics for software and app clients.
Amplitude pros
- Free plan includes 2M events a month with unlimited seats.
- Every plan includes analytics, session replay, experimentation, guides and surveys.
- AI agents and MCP are included on all plans.
- Startups with under $10M in funding and fewer than 20 employees can receive a free year of the Growth plan.
Amplitude cons
- Growth and Enterprise pricing is custom and event-based.
- Plus requires a credit card and its bill depends on event volume.
- Free has limited experiments and guides and surveys.
- It is aimed at product teams, not marketing reports.
Is PostHog a good web or product analytics tool for agencies?
Best open source product analytics: PostHog combines analytics, replays, flags, and experiments with a large free tier, SOC 2 Type 2, and EU hosting. Bills depend on usage.
PostHog combines product analytics, session replay, feature flags, experiments, surveys and web analytics in one open source platform with usage-based pricing and a large free monthly allowance. It offers US and EU cloud hosting, a self-hosted option, and SOC 2 Type 2 certification.
Who it suits: Agencies that build or run client web apps and products and need product analytics, replays and experiments rather than marketing dashboards.
PostHog pros
- A free tier covers 1M events, 5K session recordings, 1M feature flag requests and 1,500 survey responses a month.
- No monthly platform fee on the pay-as-you-go plan.
- SOC 2 Type 2, GDPR compliance, a BAA for HIPAA and EU hosting in Frankfurt.
- Open source under the MIT license with a self-hosted option.
PostHog cons
- Usage-based pricing is harder to forecast than a flat fee.
- It is built for product teams, not marketing-client reporting.
- SSO and custom roles sit in paid platform packages.
- Slack support starts above $2,000 a month; lower plans get community or email support.
How much do the best web and product analytics tools cost?
Two of the four are free outright and two have free tiers with usage-based paid plans. The real cost is the time to set up tracking, configure consent, and review the data, so budget hours rather than licenses.
| Tool | Plan | Price | What stands out |
|---|---|---|---|
| Google Analytics | Free | $0 per month (monthly billing) | Free of charge; Analytics 360 pricing not shown |
| Microsoft Clarity | Free | $0 per month (monthly billing) | Free forever; no traffic limits |
| Amplitude | Free | $0 per month (monthly billing) | 2M events a month forever; no credit card; 10K monthly session replays |
| Amplitude | Plus | $0 per month (monthly billing) | Starts at $0 with the first 2M events a month free; up to 70M events; 20 behavioral cohorts, alerts, heatmaps, 2-year retention |
| Amplitude | Growth | Custom | Event-based pricing; SSO and project permissions; 20K monthly session replays |
| Amplitude | Enterprise | Custom | Event-based pricing; data access controls; 50K monthly session replays; RBAC |
| PostHog | Free | $0 per month (monthly billing) | Free allowances on every product; community support |
| PostHog | Pay-as-you-go | $0 per month (monthly billing) | No platform fee; usage-based pricing above the free allowances; email support |
What do reviewers say about these web and product analytics tools?
G2 evidence is strong for Google Analytics, Amplitude, and PostHog, and thin for Clarity at 55 reviews. All four score around 4.5, so choose by job rather than by rating.
| Tool | Source | Rating | Number of reviews |
|---|---|---|---|
| Google Analytics | G2 | 4.5 / 5 | 6,878 |
| Microsoft Clarity | G2 | 4.5 / 5 | 55 |
| Amplitude | G2 | 4.5 / 5 | 3,006 |
| PostHog | G2 | 4.5 / 5 | 1,053 |
Reviewer themes for Google Analytics
- G2 shows Google Analytics at 4.5 from 6,878 reviews.
- G2 data shows 72% of reviewers give five stars.
Reviewer themes for Microsoft Clarity
- G2 shows Microsoft Clarity at 4.5 from 55 reviews.
- G2 data shows 74% of reviewers give five stars.
Reviewer themes for Amplitude
- G2 shows Amplitude at 4.5 from 3,006 reviews.
- Reviewers value real-time insights and time-saving dashboards.
Reviewer themes for PostHog
- G2 shows PostHog at 4.5 from 1,053 reviews.
- G2 reviewers praise ease of use and the breadth of features for product analytics and user insights.
How do you choose the right web or product analytics tool for your agency?
Start with the job. Traffic and ads point to Google Analytics, behavior points to Clarity, and product analytics points to Amplitude or PostHog.
Most agencies run Google Analytics plus one other tool, so pick the second based on the client and set up consent before you collect data.
A quick decision guide
- Traffic and ad measurement: Google Analytics.
- Free heatmaps and recordings: Microsoft Clarity.
- Product analytics with unlimited seats: Amplitude.
- Open source product analytics: PostHog.
- A full stack: Google Analytics plus Clarity or PostHog.
Frequently asked questions
- What is the best analytics tool for agencies?
- Google Analytics for traffic, Clarity for behavior, and Amplitude or PostHog for product analytics.
- Which tools are free?
- Google Analytics and Clarity are free, and Amplitude and PostHog have free tiers.
- Which tool is open source?
- PostHog.
- Which tool has session replay?
- Clarity, Amplitude, and PostHog.
- How were the tools rated?
- Ratings come from G2, and the editorial scores are our own judgement of fit for agencies.
Sources
Prices, plan limits, and ratings were gathered in October 2026 from:
- Google Analytics product page
- Microsoft Clarity product page
- Amplitude pricing page
- PostHog pricing page
- G2