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Marketing · head to head

Fathom Analytics vs VWO

Fathom Analytics logo

Fathom Analytics

Marketing

Website analytics made simple

From
$14/month
Rated
-
Full reviewWebsite
VWO logo

VWO

Marketing

Experience Optimization Platform

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only VWO 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; VWO growth plan restricted to 1 workspace and 0 custom attributes
  • They diverge on capability: Fathom Analytics covers Page view tracking, VWO 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 VWO actually diverge.

Attributes where Fathom Analytics and VWO differ
AttributeFathom AnalyticsVWO
Starting price$14/monthFree
Pricing modelsubscriptionusage-based
Free tierNoYes
PlatformsWebWeb, iOS, Android, Server-side
Founded20142007

Identical on both: 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
  • Real-time analytics
  • Referrer tracking
  • Privacy-focused
  • GDPR compliant

Only in VWO

  • A/B testing
  • Multivariate testing
  • Heatmaps
  • Session recordings
  • Analytics
  • Google Analytics
  • Slack
  • SSL encryption

Both cover

  • Cloud deployment
  • Web support
  • 20+ languages language 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 VWO
  • A lightweight Google Analytics replacementnot VWO
  • Tracking many sites from one accountnot VWO
  • Long-term historical reporting while subscribednot VWO

VWO

  • A/B testing and multivariate testingnot Fathom Analytics
  • Conversion rate optimisationnot Fathom Analytics
  • Behavioural analytics and session recordingsnot Fathom Analytics
  • Feature experimentation and progressive rolloutsnot 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

VWO

  • Growth plan restricted to 1 workspace and 0 custom attributes
  • Single Sign-On (SSO) and API access limited to Enterprise tier only
  • Growth plan offers only 8-hour first response time for support

Pricing, plan by plan

Fathom Analytics

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

VWO

Free

No published plan breakdown. See the VWO review.

Which should you pick?

Choose Fathom Analytics if

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

Choose VWO if

  • You need a/b testing.
  • You want to start without paying.
  • You work on Web, iOS, Android, Server-side.
  • You also want multivariate testing.
VWO review

Questions people ask

Is Fathom Analytics or VWO better?
Neither clearly leads. Fathom Analytics starts at $14/month and VWO at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Fathom Analytics or VWO?
VWO has a free tier; the other does not. Paid plans start at $14/month for Fathom Analytics and Free for VWO.
Does Fathom Analytics or VWO run on more platforms?
Fathom Analytics runs on Web. VWO runs on Web, iOS, Android, Server-side.
Can I use VWO for free?
Yes. VWO 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 VWO is typically brought in for.
What can Fathom Analytics do that VWO cannot?
Fathom Analytics covers Page view tracking, Goal tracking, Real-time analytics, Referrer tracking. VWO covers A/B testing, Multivariate testing, Heatmaps, Session recordings. Both handle Cloud deployment, Web support, 20+ languages language 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
VWO: Is there a free trial available?

Free for 30 days. No credit card required to start the trial.

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
VWO: Are there limits on users or metrics?

Run unlimited optimization at scale with no limit on variations, account users, metrics, session recordings, or integrations.

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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