What are you using for App Analytics?

I was a web developer in an agency setting for a very long time and our analytics were usually limited to Google Analytics (UA). I worked on a few projects for other web apps that used Segment to forward to other services like GA and MixPanel.

Is it just me, or is the app analytics situation overly complicated and expensive these days? I have a simple enough web app I just released and have struggled to find an easy solution to hook up to my product and get some straightforward functionality:

• Determine conversion rates and simple visitor metrics
• Split Test some marketing content
• Track in-app analytics to see where being are getting stuck and refine the UX

My experience thus far has been pretty ugly. At first I integrated Segment into my app so I can send all sorts of events from the backend and simply forward to different services. I had to cut this because their free tier doesn't allow for much and it's decently expensive for their first paid tier.

So I setup GA and Hotjar. Unfortunately, it seemed complicated to send server-side events to GA so I had to setup my custom events client side only. Also hotjar doesn't seem to work very well under the authenticated backend so I could only get insights on my marketing site.

Google Optimize has been discontinued and I haven't found any simple split testing solution that doesn't cost an arm and a leg.

Anyway, </rant> over. I just feel like these are simple enough things to ask of a web app but the solutions on the market are all over the place, pricey, and complicated. Is it just me? Do I suck at googling and missed some good solutions out there?