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Marketing · head to head

CleverTap vs Fathom Analytics

CleverTap logo

CleverTap

Marketing

Mobile-first engagement and retention analytics billed on monthly active users

From
On request
Rated
-
Full reviewWebsite
Fathom Analytics logo

Fathom Analytics

Marketing

Website analytics made simple

From
$14/month
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: CleverTap the platform assumes the mobile app is the main surface, so teams whose lifecycle runs mostly through the browser or through long B2B email sequences pay for capability they will not use.; Fathom Analytics there is no free tier, only a 7 day trial
  • They diverge on capability: CleverTap covers Cross-channel journeys, Fathom Analytics covers Page view tracking.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which CleverTap and Fathom Analytics actually diverge.

Attributes where CleverTap and Fathom Analytics differ
AttributeCleverTapFathom Analytics
Starting priceOn request$14/month
Pricing modelquotesubscription
PlatformsWeb, iOS, Android, REST APIWeb
FoundedUnknown2014

Identical on both: free tier (No), user rating (Not yet rated), category (Marketing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in CleverTap

  • Cross-channel journeys
  • Product analytics
  • TesseractDB
  • Clever.AI
  • Experiments
  • Web and app personalisation

Only in Fathom Analytics

  • Page view tracking
  • Goal tracking
  • Real-time analytics
  • Referrer tracking
  • Privacy-focused
  • GDPR compliant
  • Cloud deployment
  • Web support

What people use each for

The jobs each tool is most often brought in to do.

CleverTap

  • A consumer app with millions of installs but low monthly activity that does not want to pay for dormant profilesnot Fathom Analytics
  • Reactivating lapsed users with push and WhatsApp sequences triggered by behaviour rather than by list membershipnot Fathom Analytics
  • Running holdout tests to prove that lifecycle messaging causes retention rather than correlating with itnot Fathom Analytics
  • Consolidating a separate analytics tool and a separate messaging tool into a single event pipelinenot Fathom Analytics

Fathom Analytics

  • Privacy-focused web analytics without cookie bannersnot CleverTap
  • A lightweight Google Analytics replacementnot CleverTap
  • Tracking many sites from one accountnot CleverTap
  • Long-term historical reporting while subscribednot CleverTap

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

CleverTap

  • The platform assumes the mobile app is the main surface, so teams whose lifecycle runs mostly through the browser or through long B2B email sequences pay for capability they will not use.
  • Billing on monthly active users is cheaper for dormant-heavy bases but more expensive for products with high activity rates, and the definition of an active user is set in the contract rather than by you.
  • Event volume caps sit alongside the user caps, so a chatty instrumentation plan can trigger overage charges that are negotiated rather than published.
  • Deliverability support for email is thinner than at dedicated email providers, and teams sending high email volumes often keep a separate ESP for the largest campaigns.
  • Segmentation quality depends entirely on the event taxonomy, so without an owner who governs event naming the reports and segments diverge from reality within a couple of releases.

Fathom Analytics

  • There is no free tier, only a 7 day trial
  • Priced on pageviews, from $45 a month at the 500,000 pageview level
  • Custom events count against the pageview allowance rather than being tracked separately
  • Site allowances come in packs, with additional 50-site packs at $10 a month
  • Data is retained forever only while the subscription is active

Pricing, plan by plan

CleverTap

On request
  • Essentials$undefined/year
    • Billed on monthly active users rather than stored profiles
    • Push, in-app and web messaging
    • Standard segmentation and analytics
  • Advanced$undefined/year
    • Adds email, SMS and WhatsApp channels
    • Journey orchestration and experiments
    • Higher event and MAU allowances
  • Cutting Edge$undefined/year
    • Full AI and personalisation modules
    • Extended data retention
    • Dedicated technical account management

Fathom Analytics

$14/month
  • Starter$14/month
    • Unlimited page views
    • 1 site
    • Real-time analytics

Which should you pick?

Choose CleverTap if

  • You need cross-channel journeys.
  • You work on Web, iOS, Android, REST API.
  • You also want product analytics.
CleverTap review

Choose Fathom Analytics if

  • You need page view tracking.
  • You also want goal tracking.
Fathom Analytics review

Questions people ask

Is CleverTap or Fathom Analytics better?
Neither clearly leads. CleverTap starts at On request and Fathom Analytics at $14/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, CleverTap or Fathom Analytics?
CleverTap starts at On request and Fathom Analytics at $14/month.
Does CleverTap or Fathom Analytics run on more platforms?
CleverTap runs on Web, iOS, Android, REST API. Fathom Analytics runs on Web.
What is CleverTap best used for?
CleverTap is most often used for a consumer app with millions of installs but low monthly activity that does not want to pay for dormant profiles, reactivating lapsed users with push and whatsapp sequences triggered by behaviour rather than by list membership, running holdout tests to prove that lifecycle messaging causes retention rather than correlating with it, consolidating a separate analytics tool and a separate messaging tool into a single event pipeline. Of those, a consumer app with millions of installs but low monthly activity that does not want to pay for dormant profiles and reactivating lapsed users with push and whatsapp sequences triggered by behaviour rather than by list membership are not what Fathom Analytics is typically brought in for.
What can CleverTap do that Fathom Analytics cannot?
CleverTap covers Cross-channel journeys, Product analytics, TesseractDB, Clever.AI. Fathom Analytics covers Page view tracking, Goal tracking, Real-time analytics, Referrer tracking.

Answered from the vendors’ own pages

CleverTap: Does CleverTap charge for users who stopped opening the app?

No. Billing is on monthly active users, so a dormant account stops counting without you deleting anything, which is the opposite of contact-based email pricing.

Fathom Analytics: How much does Fathom Analytics cost?

Fathom's entry-level plan costs $45/month for up to 500,000 pageviews. Higher volume tiers exist (1M, 2M, 10M, 25M+ pageviews) with custom pricing. Yearly billing provides 2 months free.

Source
CleverTap: Can it replace a product analytics tool?

For funnels, cohorts and retention it usually can. For exploratory analysis across many custom properties, teams tend to keep a warehouse copy and query it directly.

Fathom Analytics: Is there a free trial for Fathom Analytics?

Yes, Fathom offers a 7-day free trial. There is no free tier after the trial ends.

Source
CleverTap: What happened to Leanplum customers?

CleverTap acquired Leanplum in 2022 and migrated customers onto its own platform, so Leanplum contracts are not a live option.

Fathom Analytics: What happens if my pageviews exceed my plan limit?

Fathom handles usage overage graciously, only upgrading your plan after two consecutive months over your limit. There are no immediate overage charges.

Source
Fathom Analytics: Can I add extra sites to my Fathom plan?

Yes, extra sites cost $10/month per 50-site pack, or $100/year (which includes two months free). All plans include a minimum of 50 included sites.

Source
Fathom Analytics: Can I cancel Fathom without a long contract?

Yes, there are no contracts and cancellation is flexible. Fathom does not lock customers into agreements.

Source
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