Including the case for keeping Amplitude, which holds for any team with analysts. Every price and capability checked against the vendor's own pages.
Mixpanel for the same analysis depth from a different vendor. PostHog if you want product analytics plus flags and experiments on a generous free tier. Matomo if compliance is driving the move. Plausible if the analysis was never deep. Mrkr if you want retention, funnels, and replay working from one script tag without a data team.
The dividing line is whether anyone on your team maintains an event taxonomy. With one, you want a peer product. Without one, an event-based tool of any brand will decay the same way Amplitude did, and the better answer is something that autocaptures the web layer.
Mrkr groups visitors by the week they first arrived and shows how many returned, with no pipeline to configure. The precision is lower than Amplitude over long horizons, because without a cookie a return visit resolves within a rolling daily window.
It is what removes the banner, and what stops the tool recognising the same person tomorrow.
Cookieless retention holds over weeks, and cross-device identity is not possible at all.
Cookieless by default, with cookie mode when identity is worth the consent obligation.
Best like-for-like replacement
The same category, the same event model, and usually a shorter path to a working report. Segmentation, funnels, retention, and session replay in one product. It needs the same maintained tracking plan Amplitude did, and it is cookie-based, so nothing about the consent problem changes.
Best if you want flags and experiments too
Product analytics with session replay, feature flags, experiments, surveys, and a warehouse, open source and self-hostable, with a free allowance that covers small products outright. It is the usual destination for teams leaving an enterprise contract for something self-serve, and it is a platform rather than a tool.
Best if compliance is driving the move
A complete web analytics suite with funnels, cohorts, session recording, heatmaps, and ecommerce, available as GPL software on your own servers. Weaker than Amplitude on custom event modelling and stronger on everything about a website rather than an app.
Best free option, with the usual caveats
Free, with funnels, cohort exploration, and Ads integration already in place. It samples on high-traffic properties, requires consent, and a meaningful share of visitors block the script entirely. Defensible when the budget is zero, hard to defend otherwise.
Best if the analysis was never that deep
Named because a real share of Amplitude seats are used to check traffic. Cookieless, established, EU-owned, with goals and funnels. No cohorts, no retention curves, no replay. An honest downgrade for teams who bought analysis depth and never used it.
Best for retention curves without a data team
Our product, and the gaps come first. No behavioural cohorts defined by event sequences, no cross-device identity, no warehouse, no governance tooling, and in cookieless mode no ability to follow a visitor across days. Amplitude beats it on all of that. What Mrkr gives you is acquisition cohorts, retention, funnels, journeys, revenue attribution, and session replay working from one script tag on the day you install it, with no consent banner in the default mode.
Still right for a real analytics practice
If you have analysts, a governed taxonomy, and questions that span quarters and platforms, this list is a downgrade and you should ignore it. The honest reasons to leave are cost, the instrumentation burden on a small team, and the fact that a marketing site does not need any of this.
| Tool | From | Banner? | Replay | Funnels | Cohorts |
|---|---|---|---|---|---|
| Amplitude | Event-volume pricing | Yes | Yes | Yes | Yes |
| Mixpanel | Event-volume pricing | Yes | Yes | Yes | Yes |
| PostHog | Usage-based | Depends on configuration | Yes | Yes | Yes |
| Matomo Cloud | ~EUR 19/mo | Depends on configuration | Yes | Yes | Yes |
| Google Analytics 4 | Free | Depends on configuration | No | Yes | Yes |
| Plausible | $9/mo | No | No | Yes | No |
| Mrkr | From $5/mo, 14-day trial | No, in the default cookieless mode | Yes | Yes | Yes |
Every vendor in this table details checked against the vendor's own pricing and feature pages on 2026-08-24. Where a vendor does not publish a fixed list price, this table says how they charge rather than guessing a number. Vendors change packaging often, so confirm before you buy.
Cohorts, funnels, journeys, and replay all run on the live demo dataset. If it is not deep enough for your questions, you will know quickly.
Open the live demo
The head-to-head rather than the roundup.
The same field from the other direction.
For teams who wanted a tool, not a platform.
Signup funnels, activation, and revenue.
The mechanism and its real limits.
Cohorts and retention on real data.
Drop in the script and watch them land. It takes about a minute.