Google Analytics 4 vs PostHog: 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 PostHog.
Free web and app analytics by Google
All-in-one product analytics, open source
Head-to-head comparison
| Feature | Google Analytics 4 | PostHog |
|---|---|---|
| Starting price | Free/mo | Free/mo |
| Free plan | ✓ Yes | ✓ Yes |
| Pricing model | freemium | freemium |
| G2 rating | 4.5/5 ↑ | 4.4/5 |
| Capterra rating | 4.7/5 | 4.5/5 |
| Founded | 2005 | 2020 |
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
PostHog: pros & cons
- ✓Open source with self-hosted option
- ✓All-in-one platform
- ✓Very generous free tier
- ✓Developer-friendly
- ✗Less polished UI than Amplitude/Mixpanel
- ✗Self-hosting requires technical expertise
- ✗Usage-based pricing can surprise
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 PostHog if...
- →Your engineering team wants analytics, feature flags, session recording, and A/B testing in one tool without managing four separate vendor contracts
- →You handle sensitive data and need the option to self-host on your own infrastructure for full data ownership and privacy compliance
- →You're an early-stage startup that wants a generous free tier covering 1M events per month plus all core analytics features
Our verdict
Google Analytics 4 and PostHog are closely matched on user ratings. The right pick depends on your team size and workflow.
Google Analytics 4 vs PostHog: frequently asked questions
Is Google Analytics 4 better than PostHog?
Google Analytics 4 has a higher G2 score (4.5/5 vs 4.4/5). The best tool depends on your specific use case and budget.
Which is cheaper, Google Analytics 4 or PostHog?
Both start at Free/mo.
What is the main difference between Google Analytics 4 and PostHog?
Google Analytics 4 focuses on event tracking, audience builder, conversion tracking. PostHog focuses on event analytics, session recording, feature flags. Both serve similar use cases but differ in approach and pricing model.
Can I migrate from Google Analytics 4 to PostHog?
Most teams migrate between Google Analytics 4 and PostHog within a day or two. Export your data from Google Analytics 4 (typically as CSV or via API), then use PostHog's import wizard to bring it across. Check each tool's help centre for a step-by-step migration guide before switching.