Google Analytics 4 vs Amplitude: Which is better in 2026?
A side-by-side comparison of pricing, features, and use cases to help you decide between Google Analytics 4 and Amplitude.
Google Analytics 4
Free web and app analytics by Google
From Free/mo
Free plan available
Amplitude
Digital analytics platform for product teams
From $49/mo
Free plan available
Head-to-head comparison
| Feature | Google Analytics 4 | Amplitude |
|---|---|---|
| Starting price | Free/mo ✓ Cheaper | $49/mo |
| Free plan | ✓ Yes | ✓ Yes |
| Pricing model | freemium | freemium |
| G2 rating | 4.5/5 | 4.5/5 |
| Capterra rating | 4.7/5 | 4.6/5 |
| Founded | 2005 | 2012 |
Google Analytics 4: pros & cons
Pros
- ✓Free for most use cases
- ✓Integrates with Google ecosystem
- ✓Industry standard
- ✓BigQuery export on free tier
Cons
- ✗GA4 migration was painful
- ✗Privacy concerns (GDPR)
- ✗Sampled data on free tier at scale
- ✗Less user-friendly than Mixpanel
Amplitude: pros & cons
Pros
- ✓Powerful behavioural analytics
- ✓Strong cohort and funnel tools
- ✓Generous free tier
- ✓Good data governance
Cons
- ✗Complex setup
- ✗Can be expensive at scale
- ✗Steep learning curve
- ✗Less suited for marketing analytics