Fathom Analytics vs Humblytics in 2026: Cookieless traffic reporting vs Stripe-verified A/B testing
Both tools skip cookies and consent banners. One stops at clean traffic numbers, the other scores every A/B test variant against actual Stripe revenue.
Fathom Analytics
Humblytics- Both tools are cookieless and require no GDPR, CCPA, or PECR consent banner. Neither stores personal data or relies on third-party cookies to track visitors.
- Humblytics scores A/B test winners by actual Stripe MRR generated, not by conversion rate or click-through rate. Fathom has no A/B testing capability of any kind.
- Fathom starts at $15/month with all features on every plan and 50-plus sites included. Humblytics starts at $19/month on Plus, which is capped at 1 A/B test, 1 funnel, 1 heatmap, and 5 websites.
- Humblytics includes an Agent API on its Business plan, letting AI agents in Claude or Codex read test results and ship new experiment variants programmatically. Fathom has no equivalent AI-agent integration.
- Fathom retains all data forever on every plan. Humblytics does not publish a specific data retention policy in its plan comparison.
- Humblytics connects to Meta Ads and Google Ads to attribute spend directly to Stripe revenue at the campaign and creative level. Fathom has no ad-spend attribution feature.
- Fathom offers a 7-day free trial before the $15/month plan begins. Humblytics offers a 14-day free trial with no credit card required before the $19/month Plus plan begins.
Fathom Analytics and Humblytics both avoid cookies, but they are built for different jobs. Fathom is a general-purpose privacy-first web analytics tool: install a script tag, get clean visitor and referrer data, never see a consent banner again, starting at $15/month with forever data retention. Humblytics is narrower and more ambitious, a revenue-first analytics and A/B testing platform that joins every page view and test variant to actual Stripe MRR rather than reporting on click-through rate as a proxy. If you run paid traffic and need to know which landing page variant made money, not which one got more clicks, Humblytics is solving a specific problem Fathom was never designed to touch.
The tools at a glance
Fathom Analytics
Simple, GDPR-compliant web analytics with cookieless tracking, forever data retention, and no consent banners
Fathom Analytics is used on over a million websites and is built around a narrow, well-executed job: report on traffic without collecting cookies or personal data. A single script tag covers visitor counts, top pages, referrers, countries, devices, and manually defined conversion events, with no consent banner required because nothing is stored on the visitor's device.
Every plan carries the same feature set, API access, ecommerce tracking, and at least 50 sites for $15/month and up, with additional site packs available at $10/month. Data retention is forever on every tier, and the company is bootstrapped and independently owned with no outside investors shaping the roadmap.
Fathom has no testing framework of any kind. It will tell you which pages get traffic and which referrers send it, but it has no concept of a variant, an experiment, or a revenue-attributed winner. That is a deliberate scope choice, not a missing feature waiting to ship.
| Feature | All plans From $15/mo |
|---|---|
| Pricing model | Based on monthly page views |
| Sites included | 50+ |
| Data retention | Forever |
| A/B testing | ✗ |
| Revenue attribution | ✗ |
| Free trial | 7 days |
Humblytics
Revenue-verified analytics and A/B testing that ties every ad, page, and experiment directly to Stripe MRR
Humblytics is a revenue-first analytics and A/B testing platform aimed specifically at teams running paid traffic. Instead of measuring test winners by click-through rate or a proxy conversion event, every variant is joined to the actual Stripe transaction it produced, so the reported winner is the one that generated the most revenue, not the most engagement.
The cookieless script also covers standard analytics, funnels, and heatmaps, with heatmaps ranked by the Stripe revenue each page earned rather than by raw click density. Meta Ads and Google Ads connections let Humblytics calculate ROAS against actual Stripe MRR instead of platform-reported conversions, which corrects for the last-touch over-attribution most ad platforms apply to themselves.
The entry-level Plus plan at $19/month is tight: 1 A/B test, 1 funnel, and 1 heatmap active at a time across 5 websites, which is workable for a single ongoing experiment but restrictive for teams running several tests in parallel. The Agent API, which lets Claude or Codex read results and ship new variants autonomously, is reserved for the Business plan and above.
| Feature | Plus From $19/mo | Business Contact for pricing | Scale Contact for pricing | Enterprise Custom |
|---|---|---|---|---|
| Websites (Plus) | 5 | |||
| A/B tests (Plus) | 1 | |||
| Revenue attribution (Stripe) | ✓ | |||
| Ad attribution (Meta, Google) | ✓ | |||
| Agent API | Business plan and above | |||
| Free trial | 14 days, no card required |
Head-to-head feature comparison
| Feature | Fathom Analytics | Humblytics |
|---|---|---|
| Tracking method | Cookieless, no personal data | Cookieless, no personal data |
| Consent banner required | No | No |
| A/B testing | No | Yes |
| Revenue attribution to Stripe | No | Yes |
| Heatmaps | No | Yes (ranked by Stripe revenue) |
| Ad spend attribution (Meta, Google) | No | Yes |
| AI agent API for autonomous testing | No | Yes (Business plan and above) |
| Multi-site support | Yes (50+ sites per plan) | Limited (5 sites on Plus) |
| Free trial length | 7 days | 14 days |
| Data retention | Forever | Not publicly specified |
| Starting price | $15/mo | $19/mo |
Which should you choose?
HumblyticsFathom AnalyticsHumblyticsFathom AnalyticsHumblyticsFathom AnalyticsBoth tools made the same architectural bet, cookieless tracking without a consent banner, but built completely different products on top of it. Fathom stayed disciplined about scope: it is a traffic reporting tool and nothing more. Humblytics went narrow and deep into one specific, valuable problem: proving that an A/B test winner actually made money rather than just looking better on a dashboard. Neither tool is trying to be the other, and teams needing both jobs done usually run separate tools rather than expecting one to cover it.
Bottom line
Choose Fathom Analytics if you want simple, forever-retained traffic reporting across one or many sites with zero consent-banner friction and no experimentation requirement. Choose Humblytics if you are actively running paid traffic and A/B tests and are tired of picking "winners" that looked good on click-through rate but never moved Stripe revenue. The two are complementary rather than competing, and plenty of paid-traffic teams end up running Fathom for baseline traffic and Humblytics for revenue-verified testing.
Frequently asked questions
Can Fathom Analytics run A/B tests like Humblytics?
No. Fathom has no A/B testing, variant serving, or revenue attribution of any kind; it reports on visitor counts, referrers, and manually defined conversion events. Humblytics is the tool built specifically to score A/B test winners against actual Stripe revenue.
Is Humblytics still useful if I don't use Stripe?
You can use the analytics, heatmaps, and A/B testing features without Stripe, but you lose the revenue-verification layer that differentiates Humblytics from every other analytics tool, including Fathom. Stripe is required for the feature the platform is actually built around.
Do both tools require a cookie consent banner?
Neither does. Fathom Analytics and Humblytics both use cookieless tracking that stores no personal data on the visitor's device, so no GDPR, CCPA, or PECR consent banner is required for either.
What is the Humblytics Agent API and does Fathom have anything similar?
The Agent API, available on Humblytics' Business plan and above, is a REST interface that lets AI agents in Claude or Codex read A/B test results, rank the next experiments to run, and ship winning variants without a human reviewing each step. Fathom has no equivalent AI-agent integration; it is a pure reporting tool with a standard REST API for pulling data, not for autonomous action.
Which tool is cheaper to start with?
Fathom Analytics starts slightly lower at $15/month versus Humblytics' $19/month Plus plan, but the comparison is not apples to apples: Fathom includes 50-plus sites and the full feature set at that price, while Humblytics' Plus plan is capped at 5 sites, 1 A/B test, 1 funnel, and 1 heatmap.
Is Humblytics a good fit for a content-first blog with no paid ads?
Not really. Humblytics is built around Stripe revenue verification for paid traffic and conversion experiments, which has little value for a site with no ad spend and no active testing program. Fathom Analytics is the better fit for straightforward content-site traffic reporting.