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.
Free web and app analytics by Google
Digital analytics platform for product teams
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
- ✓Free for most use cases
- ✓Integrates with Google ecosystem
- ✓Industry standard
- ✓BigQuery export on free tier
- ✗GA4 migration was painful
- ✗Privacy concerns (GDPR)
- ✗Sampled data on free tier at scale
- ✗Less user-friendly than Mixpanel
Amplitude: pros & cons
- ✓Powerful behavioural analytics
- ✓Strong cohort and funnel tools
- ✓Generous free tier
- ✓Good data governance
- ✗Complex setup
- ✗Can be expensive at scale
- ✗Steep learning curve
- ✗Less suited for marketing analytics
Choose Google Analytics 4 if...
- →You run Google Ads campaigns and need conversion tracking, audience lists, and attribution tied directly to your ad spend
- →Your team wants free funnel and path exploration reports without paying for a dedicated product analytics tool
- →You need to export raw event data into BigQuery for custom analysis or data warehouse joins — free on GA4
Choose Amplitude if...
- →Your product team needs to understand which features drive retention versus churn
- →You're running funnel analysis to find where users drop off before converting or activating
- →You want to build and compare behavioural cohorts — e.g. users who did X in week 1 vs those who didn't
Our verdict
Google Analytics 4 and Amplitude are closely matched on user ratings. Google Analytics 4 is the more affordable option. The right pick depends on your team size and workflow.
Google Analytics 4 vs Amplitude: frequently asked questions
Is Google Analytics 4 better than Amplitude?
Both tools have similar G2 ratings. The best tool depends on your specific use case and budget.
Which is cheaper, Google Analytics 4 or Amplitude?
Google Analytics 4 is cheaper, starting at Free/mo.
What is the main difference between Google Analytics 4 and Amplitude?
Google Analytics 4 focuses on event tracking, audience builder, conversion tracking. Amplitude focuses on event tracking, funnel analysis, retention analysis. Both serve similar use cases but differ in approach and pricing model.
Can I migrate from Google Analytics 4 to Amplitude?
Most teams migrate between Google Analytics 4 and Amplitude within a day or two. Export your data from Google Analytics 4 (typically as CSV or via API), then use Amplitude's import wizard to bring it across. Check each tool's help centre for a step-by-step migration guide before switching.