Google Analytics — The free, ubiquitous web analytics standard — event-based measurement across sites and apps.
Verdict at a glance
Overall rating: 4/5 ★★★★☆
Standout: Free, powerful, and everywhere — the default for website and app measurement, with deep Google integration.
Watch out: GA4’s event model and UI are complex and unintuitive, and data sampling and retention limits frustrate power users.
The default analytics tool for almost every website — free, deeply integrated with Google Ads, but with a real learning curve.
Overview
Google Analytics 4 (GA4) is the free, event-based successor to Universal Analytics and the most widely used web/app analytics platform. It tracks traffic, conversions, and audiences across sites and apps, with tight Google Ads, BigQuery, and Looker Studio integration.
It is free and ubiquitous, but the GA4 event model and interface are notoriously unintuitive, and sampling, retention limits, and EU consent requirements add friction. Enterprises can pay for Analytics 360.
Key features
- Event-based tracking
- Real-time & standard reports
- Audiences & conversions
- Google Ads integration
- BigQuery export
- Cross-platform (web + app)
- Free
Pricing (as of 2026-06-15)
Model: free (enterprise GA360 paid) · Free tier: yes (fully free) · Entry paid: Free (Analytics 360 enterprise custom)
| Plan | Price | Includes |
|---|---|---|
| GA4 (Free) | $0 | Event analytics, reports, integrations |
| Analytics 360 | custom (~$50k+/yr) | SLAs, higher limits, advanced BigQuery |
⚠️ GA4 is free; Analytics 360 is enterprise-priced. Data sampling/retention limits apply. Verify on google.com/analytics.
Ratings breakdown
- Ease Of Use: 3.2/5
- Features: 4.4/5
- Value: 4.6/5
- Support: 3.5/5
Pros
- Completely free
- Ubiquitous & well-supported
- Deep Google Ads/BigQuery integration
- Cross-platform
- Huge community
Cons
- Steep GA4 learning curve
- Unintuitive interface
- Data sampling & thresholds
- Privacy/consent complexity in the EU
Who it’s for
- Virtually any website or app owner
- Marketers tied to Google Ads
Who it’s not for
- Teams wanting product-analytics depth (use Mixpanel/Amplitude)
- Those wanting privacy-simple analytics (use Plausible)
Best use cases
- Website traffic analytics
- Conversion tracking
- Audience building
- Google Ads attribution
Integrations
Google Ads, BigQuery, Looker Studio, Search Console, Tag Manager.
Alternatives
Plausible, Mixpanel, Adobe Analytics.
Recent changes
Continued GA4 refinements and expanded AI-generated insights.
Sources
- https://support.google.com/analytics/answer/11202874
- https://marketingplatform.google.com/about/analytics-360/
- https://plausible.io/paid-analytics-vs-free-ga
Compiled from public sources; last verified 2026-06-15. Pricing is subject to change — verify with the vendor. Ratings reflect editorial opinion.
Frequently asked questions
How much does Google Analytics cost?
Google Analytics uses a free (enterprise GA360 paid). Entry paid: Free (enterprise tier is custom-priced). Free tier: yes (fully free). Verify current pricing on the vendor site.
What is Google Analytics best for?
Free, powerful, and everywhere — the default for website and app measurement, with deep Google integration.
What are the best alternatives to Google Analytics?
Alternatives include Plausible, Mixpanel, Adobe Analytics.
