GA4 vs Plausible
GA4 vs Plausible: Best Analytics for UK Small Business?
Google Analytics 4 is free and comprehensive. Plausible is paid, simple and privacy-first. The right choice depends on whether you need deep data or clean compliance.
GA4
Free, enterprise-grade analytics from Google.
Best for:
Businesses running Google Ads or needing advanced ecommerce tracking.
Pricing:
Free
Pros
- + Free
- + Deep ecommerce and funnel data
- + Integrates with Google Ads
- + Massive feature set
Cons
- − Steep learning curve
- − Privacy concerns and cookie banners
- − Data retention limits
- − Interface frustrates small teams
Plausible
Lightweight, GDPR-friendly analytics.
Best for:
Brochure sites, blogs, and businesses that want analytics without privacy headaches.
Pricing:
From £7/month
Pros
- + No cookie banner needed
- + Simple, fast dashboard
- + GDPR compliant out of the box
- + Open source option
Cons
- − Far fewer features than GA4
- − No Google Ads integration
- − Limited funnel reporting
- − Not ideal for ecommerce
The verdict
Run Google Ads or sell online? Use GA4. Want simple, compliant analytics for a brochure site? Use Plausible.
RIOT's take
For most of our clients we set up Plausible plus GA4 if they run ads. Plausible gives you the clean day-to-day numbers; GA4 gives you the conversion depth when you need it.
FAQs
Can I use Plausible without a cookie banner?
Yes — Plausible doesn't use cookies or collect personal data, so no consent banner is required.
Is GA4 GDPR compliant?
Only if configured carefully with consent, IP anonymisation and data processing agreements. Most small businesses get this wrong.
Which is easier to set up?
Plausible is plug-and-play. GA4 requires proper event setup and often expert configuration to be useful.
Need help choosing?
We've built on every platform here. 15-minute call, no sales pitch.
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