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Marketing · head to head

Fathom Analytics vs Google Optimize

Fathom Analytics logo

Fathom Analytics

Marketing

Website analytics made simple

From
$14/month
Rated
-
Full reviewWebsite
Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Google Optimize has a free tier, so it costs nothing to try first.
  • Each has a real cost: Fathom Analytics there is no free tier, only a 7 day trial; Google Optimize google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023
  • They diverge on capability: Fathom Analytics covers Page view tracking, Google Optimize covers A/B testing.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Fathom Analytics and Google Optimize actually diverge.

Attributes where Fathom Analytics and Google Optimize differ
AttributeFathom AnalyticsGoogle Optimize
Starting price$14/monthFree
Pricing modelsubscriptionfreemium
Free tierNoYes
Founded20141998

Identical on both: platforms (Web), 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 Fathom Analytics

  • Page view tracking
  • Goal tracking
  • Referrer tracking
  • Privacy-focused
  • GDPR compliant
  • 20+ languages language support

Only in Google Optimize

  • A/B testing
  • Google Analytics integration
  • Visual editor
  • Google Analytics
  • Google Tag Manager
  • Google's security
  • 40+ languages language support

Both cover

  • Real-time analytics
  • Cloud deployment
  • Web support

What people use each for

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

Fathom Analytics

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

Google Optimize

  • A/B and multivariate testing of web pages tied to Google Analytics goalsnot Fathom Analytics
  • Personalising page content for defined audience segmentsnot Fathom Analytics
  • Redirect tests between alternative landing page URLsnot Fathom Analytics

Where each one falls short

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

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

Google Optimize

  • Google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023
  • Any experiments and personalizations still running on that date were ended by Google
  • Google directs former users to third-party A/B testing tools, naming AB Tasty, Optimizely and VWO, rather than a replacement Google product

Pricing, plan by plan

Fathom Analytics

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

Google Optimize

Free
  • FreeFree
    • A/B testing
    • Google Analytics integration
    • Visual editor

Which should you pick?

Choose Fathom Analytics if

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

Choose Google Optimize if

  • You need a/b testing.
  • You want to start without paying.
  • You also want google analytics integration.
Google Optimize review

Questions people ask

Is Fathom Analytics or Google Optimize better?
Neither clearly leads. Fathom Analytics starts at $14/month and Google Optimize at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Fathom Analytics or Google Optimize?
Google Optimize has a free tier; the other does not. Paid plans start at $14/month for Fathom Analytics and Free for Google Optimize.
Does Fathom Analytics or Google Optimize run on more platforms?
Both run on Web, so platform support will not decide this one for you.
Can I use Google Optimize for free?
Yes. Google Optimize has a free tier, so you can try it without paying. Fathom Analytics starts at $14/month.
What is Fathom Analytics best used for?
Fathom Analytics is most often used for privacy-focused web analytics without cookie banners, a lightweight google analytics replacement, tracking many sites from one account, long-term historical reporting while subscribed. Of those, privacy-focused web analytics without cookie banners and a lightweight google analytics replacement are not what Google Optimize is typically brought in for.
What can Fathom Analytics do that Google Optimize cannot?
Fathom Analytics covers Page view tracking, Goal tracking, Referrer tracking, Privacy-focused. Google Optimize covers A/B testing, Google Analytics integration, Visual editor, Google Analytics. Both handle Real-time analytics, Cloud deployment, Web support.

Answered from the vendors’ own pages

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
Google Optimize: Is Google Optimize still available?

No. Google Optimize and Optimize 360 were discontinued as of September 30, 2023. Google recommends third-party A/B testing integrations such as AB Tasty, Optimizely, and VWO as replacements.

Source
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
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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