--- title: Snowplow Reviews meta_title: 'Snowplow Reviews 2026: Details, Pricing, & Features | G2' meta_description: Filter 31 reviews by the users' company size, role or industry to find out how Snowplow works for a business like yours. aggregate_rating: rating_value: 4.6 review_count: 31 scale: '5' date_modified: '2026-07-17' parent_category: name: Big Data url: https://www.g2.com/categories/big-data --- # Snowplow Reviews **Vendor:** Snowplow **Category:** [Big Data Processing And Distribution Systems](https://www.g2.com/categories/big-data-processing-and-distribution) **Average Rating:** 4.6/5.0 **Total Reviews:** 31 ## About Snowplow Snowplow is the leader in next-generation customer data infrastructure (CDI), enabling every data-driven organization to own and unlock the true value of its customer behavioral data to fuel AI, advanced analytics, and personalized marketing. Companies like Burberry, Strava, and Auto Trader use Snowplow to collect, manage, and operationalize real-time event data from their central data platform and empower analytics, data science, product, and growth teams with custom applications to uncover deeper customer journey insights, predict customer behaviors, deliver differentiated customer experiences, and detect fraudulent activities. Thousands of companies rely on Snowplow worldwide. Learn more at snowplow.io. ## Snowplow Pros & Cons **What users like:** - Users praise the **user-friendly interface** of Snowplow, allowing seamless use without prior training. (1 reviews) - Users love the **intuitive interface** of Snowplow, enabling easy use without any prior training. (1 reviews) - Users praise the **user-friendly interface** of Snowplow, making it accessible without any prior training. (1 reviews) - Users praise the **user-friendly interface** of Snowplow, allowing easy access without prior training. (1 reviews) **What users dislike:** - Users dislike the **limited access** to data due to a poorly visible icon, affecting overall usability. (1 reviews) - Users are frustrated by the **limited accessibility** of data due to poorly visible icons that hinder usability. (1 reviews) - Users find the **search difficulty** frustrating due to the small, hard-to-see data access icon. (1 reviews) - Users find the **usability issues** with accessing data due to a poorly visible icon frustrating and in need of improvement. (1 reviews) ## Snowplow Reviews ### 1. Snowplow was a game changer in our understanding of our customer behaviour **Rating:** 5.0/5.0 stars **Reviewed by:** Robin P. | Senior Data Warehouse Architect, Mid-Market (51-1000 emp.) **Reviewed Date:** February 09, 2022 **What do you like best about Snowplow?** I like the availability of granular data and the autonomy to be able to use the data easily in whichever way you choose. It gives complete freedom to build downstream products tailored to the business needs. I also think their customer services level is extremely high, they are always available to suggest best approaches to problems and work with you on solving your own challenges. **What do you dislike about Snowplow?** It does have a bit of a knowledge learning curve, traditional users of behavioural data have only experienced data through a familiar UI and so some of the bits of knowledge behind how certain areas of data are populated requires a fair amount of reading and playing with the data. **Recommendations to others considering Snowplow:** Learn about how tracking actually works and how the raw data is presented. Understand what the business needs to report on from tracking and make sure tracking is in place in those scenarios. Spend time really thinking about a scalable way to track new features. **What problems is Snowplow solving and how is that benefiting you?** Precise understanding of user experience of new features. Identity stitching. Consolidated metrics across different Web platforms (app, Web, third party affiliates, acquisition companies). Removed areas of doubt of the data from issues such as ad blockers and transmission issues when implementing server side tracking. ### 2. We love SnowPlow **Rating:** 5.0/5.0 stars **Reviewed by:** Mark J. | Mid-Market (51-1000 emp.) **Reviewed Date:** June 16, 2023 **What do you like best about Snowplow?** We've been using SnowPlow here at General Assembly for almost 7 years. We started with the opensource version and decided to move to Enterprise so we didn't have to use data engineering resources to maintain and upgrade the pipeline, which has saved us a ton of time to work on other things. Our account manager and support at SnowPlow have been amazing and we've had no issues. Just sit back and let them administer the pipeline and has been up 100%. Having access to raw data in snow plow is key to creating your own data models. Having access to almost real time data is crucial as well. **What do you dislike about Snowplow?** Would LOVE to see some cookie cutter reporting templates like Google Analytics gives you. I understand SnowPlow is not designed for that but would save our analysts a ton of time if SnowPlow provided some built in reporting as well. SnowPlow does have some templates for Looker and other visual tools, would love to use this in Tableau at some point. **What problems is Snowplow solving and how is that benefiting you?** Having access to almost real time raw data is crucial at our company, which gives us the ability to create custom data models and also QA easily and quickly. Having SnowPlow enterprise team handle all the maintenance and uptime is key as well. ### 3. Being datadriven through Snowplow **Rating:** 4.5/5.0 stars **Reviewed by:** Leandro C. | Data Tech Lead, Enterprise (> 1000 emp.) **Reviewed Date:** May 25, 2023 **What do you like best about Snowplow?** Unlike Saas tools, which have a closed architecture, Snowplow allows us to adjust the environment to our needs and the peculiarities of our business. In addition to being a tool that has good usability for the development team. **What do you dislike about Snowplow?** Today the only problem we have with Snowplow is due to the time zone we are in, and when we need support, it doesn't always happen with the urgency we have. It is the only thing that bothers us. **What problems is Snowplow solving and how is that benefiting you?** Today the main focus in using Snowplow is to track all user behavior in all our products and with that, we can quickly run A/B tests and develop features that add real value to the user. ### 4. Event Tracking for all Line of Businesses - Capture different/desired data points for an event **Rating:** 4.0/5.0 stars **Reviewed by:** Amit Raj S. | SENIOR DATA ANALYST, Mid-Market (51-1000 emp.) **Reviewed Date:** February 01, 2022 **What do you like best about Snowplow?** The Snowplow platform is compelling. It allows us to track and re-structure analytics for our products/Line of Businesses. Different product teams require customizable fields, and with snowplow, we can set up that system and understand customers' behavior and journey on our website. It also has an excellent standard set of tracking, for example, everything you'd want to know about a page view or the device or the browser information. The team at Snowplow is also great to work with, professional, attentive, and flexible. The most significant advantage is the support team, as they quickly respond to all the queries and are happy to organize sessions for new team members and onboard them. We have combined it with Looker as a BI tool, we're able to inspect and find insight from our products/efforts very quickly. **What do you dislike about Snowplow?** To unlock the complete potential, there are some things that a user has to work on: 1. Understanding what you want to achieve to set up the correct tracking might take some time 2. The Documentation is extensive and might seem overwhelming sometimes, while for some topics, there are very few references(Contacting support works the best) **What problems is Snowplow solving and how is that benefiting you?** There are quite a lot of things that we are doing: 1. Customer Journey Analysis 2. Customer Preference analysis 3. Marketing attribution 4. Campaign success measurement 5. Customer Stickiness Analysis Once you realize how and which events you want to track, it becomes easy to implement the desired analysis and unlock value. ### 5. Powerful tracking that you can adapt to your needs **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Computer Software | Enterprise (> 1000 emp.) **Reviewed Date:** February 01, 2022 **What do you like best about Snowplow?** - You can track everything you need: browser-side, server-side, custom events - You can customize the tracking to your needs - You can prevent any compliance or security headache by hosting the processing and storage on your own infrastructure - Snowplow's support is first-class **What do you dislike about Snowplow?** - Any powerful tool comes with some complexity to handle on your end. You will have to spend some time understanding Snowplow's data structure, but once you have done it, it's ready for the long term. - The tracking of user interactions with UI elements could be more intuitive **Recommendations to others considering Snowplow:** If you need a customizable and powerful product analytics solution, Snowplow Analytics should be at the top of your list. **What problems is Snowplow solving and how is that benefiting you?** - Providing comprehensive analytics on user activity and interactions across websites, web apps, and mobile apps, no matter where it's running. - Tracking custom events based on product teams needs. ### 6. Complex, but comprehensive **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Financial Services | Mid-Market (51-1000 emp.) **Reviewed Date:** February 01, 2022 **What do you like best about Snowplow?** The complete control over the data capture & tracking **What do you dislike about Snowplow?** It feels more geared towards developers which might be fair, but I think it would be good if an analytics engineer could easily pick up implementation & maintenance **What problems is Snowplow solving and how is that benefiting you?** Web analytics, app analytics for now, hoping we can use it for more applications in the future. I appreciate the fact there is a DBT package to process snowplow data for web analytics purposes ### 7. Extremely Customizable Event Driven Analytics **Rating:** 5.0/5.0 stars **Reviewed by:** Dani W. | Senior Product Manager, Small-Business (50 or fewer emp.) **Reviewed Date:** August 13, 2019 **What do you like best about Snowplow?** Before deciding on Snowplow we looked at many event driven analytic platforms and hands-down Snowplow was the most customizable. We were able to tailor the pipeline to our business needs and didn't need to change how we operate in order to fit into strictly defined concepts that other packages required. In addition, the team at Snowplow are top-notch and provide excellent support and advisory services when needed. **What do you dislike about Snowplow?** With great power comes great responsibility... There is a learning curve to get up and running and ongoing maintenance. Much of the setup is manual text-file driven configuration, although I understand this is changing.On the flip side there is a great community supporting the product so most answers are dealt with quickly. **Recommendations to others considering Snowplow:** I attribute a lot of our success to our working with the Snowplow team in a rollout engagement. I would recommend you include at least some of the support services as part of your project. **What problems is Snowplow solving and how is that benefiting you?** We have much deeper insight into our users behaviors and are abel to turn this around and provide data driven solutions across our customer base. ### 8. Flexibility, quality, support **Rating:** 5.0/5.0 stars **Reviewed by:** Andrey K. | Data Enginneer, Mid-Market (51-1000 emp.) **Reviewed Date:** August 15, 2019 **What do you like best about Snowplow?** Tacking configuration is simple and clear Enrichments are useful Pipeline just works Support is really-really helpful **What do you dislike about Snowplow?** There is now URL shortener solution ingrained. We use redirect links for tracking, they are really long and could be shortened and resolved on the collector. It would require some integration of course. But it's better than using two redirects and external service. There is no way to interact with the collector. For example, send id of a client to a collector, so that collector returns executable js code to a tracker which is fired instead of a placed once and forever one. **What problems is Snowplow solving and how is that benefiting you?** We put tracking code on career websites of our clients to show them insights on how their candidates behave. We could implement and support it ourselves, but instead, Snowplow does it for us. It's a huge win and saves us a lot of tie and money. ### 9. Easy to get up and running **Rating:** 5.0/5.0 stars **Reviewed by:** Paul B. | Head of Data Insights, Mid-Market (51-1000 emp.) **Reviewed Date:** June 14, 2019 **What do you like best about Snowplow?** The Snowplow platform is so powerful. It is allowing us to rethink how we do analytics in our products and it's opening new avenues for us to explore both internally and with our clients. The ability to send entities with each event that are specific to our organisation and business domain has become a very powerful tool and the quality of the data on the other side of the pipeline when it ends up in Google BigQuery makes it very easy to work with. Combined with Looker as a BI tool, we're able to very quickly inspect and find insight from our products. **What do you dislike about Snowplow?** It's definitely has a steeper learning curve than some other tools but with the help of the Snowplow team we've ended up with a solid implementation very quickly. The documentation is very tailored to the Open Source community and isn't as useful for those on the Snowplow Insights platform although that seems to be improving all the time. **What problems is Snowplow solving and how is that benefiting you?** We've got so much more granularity in the available data that we're able to be very precise with how our users are using our products across the web. The fact our data isn't sampled and we are get access to the row level data is incredibly useful. It's already helping to inform the next phase of product development across our development teams. ### 10. Customisable event tracking with great customer support **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Computer Software | Small-Business (50 or fewer emp.) **Reviewed Date:** August 23, 2019 **What do you like best about Snowplow?** The ability to set up a 'data modelling' step, where I can copy in data from S3, and manipulate the raw data to make it more usable for my colleagues. It runs overnight so every morning we have a new set of enriched data. **What do you dislike about Snowplow?** The Snowplow enrichment offering is not as powerful as we'd like: so we have had to write a lot of our own scripts to get data from other sources like our production database and get it into our Snowplow Redshift. It would be great if Snowplow could expand their offering here to reduce the maintenance work on our side. **What problems is Snowplow solving and how is that benefiting you?** We got Snowplow to improve our tracking, because their schema system is very rigorous. We get much cleaner data than before and it is very transparent and customisable. We are just lacking a good data viz / BI solution to put on top of our Snowplow data. **Official Response from Franciska Dethlefsen:** > Hi there, Briefly on Snowplow's enrichments - we have an API enrichment that lets you perform dimension widening on a Snowplow event via your own or third-party http(s) API. This would let you attach data from your production database to Snowplow data. You can find more about it here: https://docs.snowplowanalytics.com/snowplow-insights/enrichments/api-request-enrichment/ All the best, Franciska Growth Manager @ Snowplow - [View Snowplow pricing details and edition comparison](https://www.g2.com/products/snowplow/reviews/snowplow-review-4090533?section=pricing&secure%5Bexpires_at%5D=2026-07-17+18%3A32%3A24+-0500&secure%5Bsession_id%5D=a3dd309d-cd16-4734-87ab-fa23a6686c8e&secure%5Btoken%5D=f66d1cdc09f3c5fb71491a52a282cb0838789172cbbc2c0b0e2fab228cab4f81&format=llm_user) ## Snowplow Features **Metrics** - Sessions - Digital Analytics - Engagement - Entry and Exit Pages - Standard Event Tracking - Custom Event Tracking - Retention - Return - Conversions - Funnels **Product Analytics** - Account-Level Analytics - User-Level Analytics - Segmentation - Funnels - Alerts - Multi-Product Analytics - User Scoring - Integrations **Administration** - Data Modelling - Recommendations - Workflow Management - Dashboards and Visualizations **Management** - Business Glossary - Data Discovery - Data Profililng - Reporting and Visualization - Data Lineage **Reporting** - Real-Time Reporting - Trending - Retroactive Reporting - Segmentation - Mobile Reporting - Unification Across Devices - Custom Reports and Dashboards **Database** - Real-Time Data Collection - Data Distribution - Data Lake **Compliance** - Sensitive Data Compliance - Training and Guidelines - Policy Enforcement - Compliance Monitoring **Security** - Access Control - Roles Management - Compliance Management **Agentic AI - Product Analytics** - Autonomous Task Execution - Cross-system Integration - Adaptive Learning - Proactive Assistance **Other** - User Data - Site Search Reporting - Load Time Monitoring - Campaign Tracking - E-Commerce - Promotional Messages - Administration Alerts **Integrations** - Hadoop Integration - Spark Integration **Data Quality** - Data Preparation - Data Distribution - Data Unification **Maintainence** - Data Quality Management - Policy Management **Behavioral Analytics - Product Analytics** - Multi-Product Analytics - User level Analytics - Account level Analytics - Segmentation - Funnels **Platform** - Machine Scaling - Data Preparation - Spark Integration **Generative AI** - AI Text Generation - AI Text Summarization **Agentic AI - Digital Analytics** - Autonomous Task Execution - Cross-system Integration - Proactive Assistance - Decision Making **Platform Infrastructure - Product Analytics** - Cross System integrations - Alerts - Integrations **Processing** - Cloud Processing - Workload Processing **Agentic AI - Data Governance** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Natural Language Interaction - Decision Making **AI driven optimization - Product Analytics** - User scoring - Adaptive learning - Automated insights - Autonomous task execution **Administration** - API / Integrations - QA Testing - Performance and Reliability - User, Role, and Access Management **Building Reports** - Data Transformation - Data Modeling - WYSIWYG Report Design - Integration APIs **Platform** - Mobile User Support - Customization - User, Role, and Access Management - Internationalization - Sandbox / Test Environments - Performance and Reliability - Breadth of Partner Applications ## Top Snowplow Alternatives - [Snowflake](https://www.g2.com/products/snowflake/reviews) - 4.5/5.0 (706 reviews) - [Amplitude Analytics](https://www.g2.com/products/amplitude-analytics/reviews) - 4.5/5.0 (2,884 reviews) - [Databricks](https://www.g2.com/products/databricks/reviews) - 4.6/5.0 (1,319 reviews)