⚡ Analytics in Italy

Web analytics tools are software solutions that collect, measure, and analyze data about website visitors and user interactions, providing information on traffic sources, user behavior, and overall website performance.

Italy is a Southern European country with a population of around 59 million people.

According to our statistics, web analytics tools are used on 45.2% of websites from Italy.

Statistics based on 92K+ analyzed websites. About this data

⭐ Most Popular in 2026

The following chart shows the top web analytics tools in Italy in 2026, based on market share.

The most popular is Google Analytics, which dominates the market with an overwhelming 79.2% share.
It is followed by Matomo with 7.8% and Jetpack Stats with 7.7%.

Google Analytics 79.2%
Matomo 7.8%
Jetpack Stats 7.7%
Cloudflare Web Analytics 7.4%
MonsterInsights 3.9%
Hotjar 3.1%
Microsoft Clarity 3.1%
HubSpot Analytics 2%
Adobe Analytics 0.9%
Histats 0.9%
Comscore 0.8%
Snowplow 0.6%
Plausible 0.6%
Statcounter 0.5%
Quantcast 0.5%

🚀 Highlights

Here is a list of the top tools that are more popular in Italy than worldwide.
Differences between global and country rankings are shown in parentheses.

2. Matomo ^(-3)
5. MonsterInsights ^(-3)
6. Hotjar ^(-1)
8. HubSpot Analytics ^(-1)
9. Adobe Analytics ^(-5)
10. Histats ^(-6)
11. Comscore ^(-13)
13. Plausible ^(-6)
15. Quantcast ^(-3)
16. Independent Analytics ^(-22)

✨ Best Web Analytics Tools

Below is a more detailed list of the top 25 of the 145 web analytics tools used on sites from Italy, ranked by their market share.

Rank	Name	Market share
1	Google Analytics Mountain View, California, United States A web analytics solution provided by Google that helps website owners and businesses understand how visitors interact with their websites. Free$50,000+/year	79.2%
2	Matomo Wellington, New Zealand An open-source web analytics platform built in PHP that lets users track and analyze visitor behavior, campaigns, goals, and conversions with full control over analytics data. FreeOpen source€22+/month	7.8%
3	Jetpack Stats San Francisco, California, United States A WordPress analytics tool that provides traffic and engagement data directly within the WordPress dashboard. Free$8.33+/month	7.7%
4	Cloudflare Web Analytics San Francisco, California, United States A free, lightweight, privacy-first analytics and performance metrics service. Free$25+/month	7.4%
5	MonsterInsights West Palm Beach, Florida, United States A WordPress plugin that integrates Google Analytics into WordPress and displays key website performance metrics directly in the WordPress dashboard. Free$99.50+/year	3.9%
6	Hotjar St. Julian's, Malta A web-based user behavior analytics and feedback platform that helps website owners observe how visitors interact with their sites and gather direct user feedback. Free$49+/month	3.1%
7	Microsoft Clarity Redmond, Washington, United States A free user behavior analytics tool from Microsoft that helps site owners understand how visitors interact with their websites. Free	3.1%
8	HubSpot Analytics Cambridge, Massachusetts, United States Measure the performance of all your marketing campaigns in one place with built-in analytics, reports, and dashboards. Free$20+/seat/month	2%
9	Adobe Analytics San Jose, California, United States An enterprise solution that enables organizations to mix, match, and analyze data from any digital point in the customer journey. $37,500+/year	0.9%
10	Histats Azzano San Paolo, Bergamo, Italy A free website analytics and visitor counter service that tracks and reports web traffic metrics such as unique visitors, page views, referrers, and geolocation data. Free	0.9%
11	Comscore Reston, Virginia, United States A global media measurement platform that provides audience analytics, advertising measurement, and cross-platform media data for enterprises, advertising agencies, marketers, and publishers. Free$799+/month	0.8%
12	Snowplow London, United Kingdom A developer-first customer context infrastructure that collects, validates, enriches, and streams first-party behavioral event data into warehouses, lakes, or real-time systems for advanced analytics and AI-driven use cases. FreeOpen source$$$	0.6%
13	Plausible Tartu, Estonia A lightweight, privacy-friendly web analytics service used to measure website traffic and conversions, available as a hosted subscription or a self-hosted open source option. FreeOpen source$9+/month	0.6%
14	Statcounter Dublin, Ireland A real-time web analytics service that tracks and reports on website visitor activity and behavior. Free$9+/month	0.5%
15	Quantcast San Francisco, California, United States A digital platform specializing in real-time advertising, audience measurement and consent management. Free$$$	0.5%
16	Independent Analytics Philadelphia, Pennsylvania, United States A GDPR-friendly website analytics plugin made exclusively for WordPress. Free$54+/year	0.4%
17	SlimStat Tallinn, Estonia A WordPress plugin for tracking website analytics in real time. Free$29/year	0.4%
18	Yandex.Metrica Moscow, Russia A free web analytics tool from the Russian company Yandex used to track website traffic and analyze visitor behavior. Free300,000 RUB+/month	0.4%
19	Smartlook San Jose, California, United States An all-in-one analytics platform that helps businesses analyze their users' actions, with session recordings, heatmaps, event tracking, and funnels. Free$55+/month	0.3%
20	Piwik PRO Wrocław, Poland A commercial Matomo fork with enterprise-level support and premium features. Free€10,995+/year	0.3%
21	VWO Delhi, India A comprehensive visual website analytics, optimization, and A/B testing platform for running experiments and improving digital user experiences across websites and apps. $2,064+/year	0.3%
22	Publytics Milan, Italy A modern real-time and privacy-friendly Google Analytics alternative. €5+/month	0.3%
23	Metricool Madrid, Spain A social media management and analytics tool that allows you to analyze, schedule, and manage social media content. Free$22+/month	0.2%
24	LiveRamp San Francisco, California, United States A data collaboration platform that provides identity resolution and data onboarding services to help organizations connect, match, and activate customer data across marketing and advertising systems. $5,000+/month	0.2%
25	Chartbeat New York, United States A content intelligence and analytics platform that provides real-time and historical audience data to help web publishers understand how users engage with their content. $7,000+/year	0.2%

👉 See Also

🌎 Analytics in other countries

🗃️ About This Data

We evaluate the popularity of technologies based on the number of websites where we detect their usage.
Technologies without a detectable web footprint, and those we do not track, are not reflected in the calculated market share.
This report is based on the analysis of 92,571 websites from Italy.
We currently track the presence of 191 web analytics tools across the web.
Of these, 145 were detected on websites from Italy.
Statistics were last calculated on June 20, 2026.
For more details, see our methodology and disclaimer.