Fathom Analytics Review 2026: Pricing, Limits & Retention

The pricing page shows a single selected plan with a slider, but the page embeds the complete tier dataset. Monthly prices are $15 for up to 100,000 monthly pageviews, $25 for 200,000, $45 for 500,000, $60 for 1 million, $100 for 2 million, $140 for 5 million, $200 for 10 million, $290 for 15 million, $380 for 20 million and $470 for 25 million, with a contact-us tier for 500 or more sites above that. Yearly prices are exactly ten times monthly, $150 to $4,700, which the page describes as two months free. Prices are in USD and renew automatically unless cancelled.

Included sites rise with the tier: 50 on the 100,000, 200,000 and 500,000 plans, 75 at 1 million, 100 at 2 million, 150 at 5 million, 200 at 10 million, 250 at 15 million, 300 at 20 million and 350 at 25 million. If you need more sites than your pageview tier includes, packs of 50 cost $10 a month or $100 a year, and the FAQ says you can add up to 15 packs yourself from billing settings before needing to contact Fathom. Every plan lists the same features: no cookie banners, full history while subscribed, event and revenue tracking, UTM tracking, saved views and shared dashboards, bot filtering, the API, unlimited email reports and exports, and email support.

The important sizing rule is that pageviews and custom events share the allowance across all sites. Fathom's Terms define a pageview as a website view or an event completion, and the FAQ confirms API-sent events count too. A buyer therefore sizes a tier on total pageviews plus total events across every site they will track, not on the largest site alone. The FAQ also describes the path down: if you are under your tier for two consecutive months and not already on the lowest plan, you can move to a smaller plan from billing settings.

A solo blog with 60,000 monthly pageviews and a handful of newsletter-signup events fits the 100,000 tier. Monthly billing costs $15 × 12 = $180 a year; yearly billing costs $150, a saving of $30 or two months. The same blog at 8,000 pageviews pays the same $15, which is the clearest weakness in Fathom's model for small sites and the reason our analytics guide points very low-traffic sites to Plausible's lower entry tier or a free tool first.

An agency tracking 30 client sites that together generate 400,000 pageviews a month fits the 500,000 tier at $45 a month or $450 a year, with 50 sites included and 20 spare. If the agency grows to 60 sites while staying under 500,000 pageviews, it adds one pack of 50 sites: $45 + $10 = $55 a month, or $450 + $100 = $550 a year. Because the allowance is shared, the agency never pays per site until it crosses the 50-site line, which is the structural reason multi-site owners find Fathom cheaper than per-site competitors even though its lowest tier is pricier.

A SaaS marketing site with 80,000 pageviews and 30,000 tracked events a month totals 110,000 billable units and must take the 200,000 tier at $25 rather than the 100,000 tier at $15, an extra $120 a year caused entirely by events. A publisher at 1.2 million pageviews lands on the 2 million tier at $100 a month or $1,000 a year with 100 sites included. These are illustrative applications of the published tiers, not quotes, and Fathom's FAQ suggests running the trial alongside existing analytics to measure real counts before choosing.

The trial is 7 days, requires a card, and the card is not charged until the trial ends; Fathom emails before billing starts and the subscription then renews monthly or yearly until cancelled from account settings. There are no contracts and no sales calls, and the FAQ encourages running Fathom beside existing analytics during the week to see real pageviews. The Terms and Conditions, last updated December 21, 2021, add that fees are billed in advance per billing cycle, that Fathom may change fees with at least 30 days' notice, and that all fees paid are non-refundable except if required by law.

Cancellation is documented in the help centre. Cancelling from Settings and Billing stops future charges, the subscription runs to the end of the current period, you can undo the cancellation before then, and you have until then to export data. Once the subscription ends, deletion of sites and analytics data is queued and can take up to 60 days; resubscribing in that window reinstates everything. Deleting the account instead is instant and permanent, removing site data, account information, the subscription and card details, with payment history kept in Stripe for tax compliance. Accounts cannot be paused or suspended by the customer.

Two phrasings deserve a note. The Terms say cancellation of auto-renewal occurs immediately, while the help centre says the subscription cancels at the end of the current billing period; read together, the renewal stops at once and access continues to period end, which is consistent, but a buyer on a yearly plan should understand that the non-refund clause means the remaining months are not returned. Our SaaS spending guide recommends monthly billing for the first cycle of any tool with a no-refund policy for exactly this reason.

Fathom's plan-limits documentation is explicit that going over does not automatically change the subscription. Fathom emails a request to upgrade when usage is substantially over the allowance in consecutive periods, or when a new account substantially exceeds its allowance in its first period. It then sends reminders if usage stays over, and before dashboard and API access is locked it sends one more email and gives extra time. The customer approves any upgrade; an overage lock restricts access to analytics but does not stop collection or delete historical statistics. Access is restored by upgrading, or by usage falling back within the plan at the next review, and spikes can be discussed by contacting support.

The Terms describe the same process in harder language: if you exceed the limit for two consecutive months, or significantly exceed it in the first month as Fathom determines, Fathom will ask you to upgrade; if you do not within seven days, Fathom reserves the right to suspend the account any time after the seventh day and to delete it after two consecutive months of suspension, with no refund of amounts already paid. The pricing FAQ frames the practice more generously, saying Fathom will never turn analytics off for occasional spikes and that you decide whether to upgrade or cancel. Buyers should treat the documentation as the intended behaviour and the Terms as the floor Fathom can fall back to.

Overage restrictions are separate from locks for unpaid invoices, which the Terms say can trigger suspension without prior notice and deletion after two months. The practical reading is that Fathom's model has no surprise overage charges at all, unlike metered tools, and that the cost of under-sizing is an email and an upgrade decision rather than a bill. For agencies whose client traffic is unpredictable, that is a meaningful difference from per-hit pricing, and it pairs with the ability to downsize after two quiet months.

Fathom's data-journey page documents the collection path. The script, served from a CDN, sends the site identifier, hostname, path, referrer and relevant query parameters, and the HTTP request carries an IP address and user agent. The collector creates a SHA-256 visitor signature from the IP, user agent, site identifier and a daily salt that rotates at midnight UTC, with the hostname added when multi-domain settings require per-domain uniques. Because the salt changes daily, the signature is not intended to follow someone indefinitely; Fathom also notes that a local reporting day can span two UTC salts, which can affect unique-visitor counts, and that salt rotation is not the same as deleting stored records.

The stored pageview record contains a timestamp, site identifier, visitor signature, page and referrer details, browser and device information, geography where available and campaign parameters, and Fathom states it has no dedicated raw-IP or raw-user-agent fields. Detected bot traffic is stored separately with an IP address and limited classification data. Time on page uses a departure ping capped at 30 minutes that is best-effort, and bounce calculations use pageview counts rather than the ping. Fathom warns site owners not to put personal information in URLs or tracking values because those are stored as supplied.

EU isolation is on by default with no configuration: traffic from EU visitors, plus Iceland, Liechtenstein, Norway, Switzerland and the United Kingdom, is routed to EU servers in Falkenstein, Helsinki and Nuremberg, while other visitors are processed in the US. A cdn-eu script variant routes all global traffic through the EU for teams that need it. Fathom states it is GDPR, ePrivacy, PECR and CCPA compliant, that privacy lawyers vetted its approach, and that it can honour Do Not Track. This review reports those statements; a business with a data protection officer should still read Fathom's compliance pages and its Schrems II material rather than rely on a vendor summary or on this page.

Because tiers differ only by pageviews and sites, the feature list is the product. The features page lists real-time data, bot and crawler filtering, saved filter views shared with everyone on a site, milestones and date comparisons, event tracking with values and currency for signups and sales, UTM campaign filtering, scheduled weekly or monthly email reports for one or several sites per recipient, an all-sites view, public or password-protected shared dashboards, CSV export, an API, a GA4 history importer, a Google Search Console connection showing queries, clicks, impressions and positions, and integrations for WordPress, Ghost, Webflow, Next.js, Nuxt and others via a one-line script.

Equally documented is what Fathom does not do. It is hosted only and cannot be self-hosted. It has no session recordings, heatmaps or rage-click detection, no funnels in the feature list, and no A/B testing. Its FAQ positions those gaps as the price of simplicity and speed, and our analytics guide pairs Fathom or Plausible with a free behaviour tool such as Microsoft Clarity for the why-didn't-they-click questions. For teams that need GA-grade depth with data ownership, the guide points to Matomo instead. The free SEO tools guide covers the Search Console side that Fathom's integration surfaces.

The decision most buyers face is Fathom against Plausible, and the documents make it a structural rather than a feature choice. Fathom includes 50 sites and permanent retention on every tier but starts at 100,000 pageviews for $15 a month; our Plausible review and the Google Analytics alternatives guide document Plausible's lower entry price and site-count tiers. A one-site blog under 10,000 pageviews is cheaper on Plausible; a thirty-site agency is cheaper on Fathom; between those poles the answer depends on how much permanent retention and the GA importer are worth to the buyer, and both offer trials that can run side by side with existing analytics.

Against free options, Fathom's case is support, retention and infrastructure rather than data. Cloudflare Web Analytics and self-hosted Umami cost nothing for basic numbers, Google Search Console remains the source of organic query data regardless of the analytics tool, and Microsoft Clarity adds behaviour analytics free. Fathom's own FAQ argues that free analytics is paid for with visitor data, which is true of Google's product and not of the open-source ones. The honest framing for a small site is to start free, add Fathom when site count, retention or a cookieless EU setup becomes a named need, and treat the $15 floor as the price of a maintained product with email support from humans, as our SaaS evaluation checklist frames any paid upgrade.

Choose Fathom if you manage many sites and want one bill, if you need EU visitor processing and a cookieless setup without configuration, if permanent history and a GA4 import matter, or if you want a dashboard clients can open with a password and a scheduled email they can read. Skip it if your single site is far below 100,000 pageviews and $15 a month is disproportionate, if you need self-hosting, session recordings, heatmaps or funnels, if your event volume would push you up a tier, or if a card-required trial and a no-refund clause are deal-breakers for your procurement process.

Trial it deliberately. Install the script on every site you intend to track, run it beside your current analytics for the full 7 days, and read the all-sites view to sum pageviews plus events across the portfolio; that total, not the largest site, picks your tier. Test an event with a value, share a password-protected dashboard with a colleague, schedule one email report and connect Search Console on one site. Before day seven, decide between cancelling, monthly billing for a first cycle, or yearly billing for the two free months, and note that Fathom emails you before the first charge. Record the renewal date and the 60-day deletion window in case you ever leave.