Google Analytics 4
Free web and app analytics by Google
Quick verdict
Google Analytics 4 is built for solo founders and small teams who need solid analytics capabilities. Users consistently rate it highly against competitors like Mixpanel. You can start for free, which makes it low-risk to test.
Google Analytics 4 (GA4) is Google's free analytics platform for websites and apps. It uses an event-based data model, integrates with Google Ads and Search Console, and is used by millions of sites worldwide for traffic and conversion tracking.
What we like
- Free for most use cases
- Integrates with Google ecosystem
- Industry standard
- BigQuery export on free tier
Watch out for
- GA4 migration was painful
- Privacy concerns (GDPR)
- Sampled data on free tier at scale
- Less user-friendly than Mixpanel
Key features
Who should use Google Analytics 4?
If you are a Solo / freelancer...
The free plan covers the basics. You will probably not need to upgrade until you hit the limits of the Free (GA4) plan.
If you are a 5-person startup...
Start on the free plan and upgrade when collaboration features become essential. Budget around Free/mo for a team of five on the paid plan.
If you are a 50+ person company...
With 2 plans, larger teams may find the feature set limiting. Worth comparing against enterprise-focused alternatives.
Pricing: the honest take
The free plan is genuinely useful for event tracking and audience builder — not just a teaser. You can run real work on it. When you outgrow it, the jump to Google Analytics 360 at Free/mo is reasonable.
See full Google Analytics 4 pricing breakdown →Top Google Analytics 4 alternatives
Our verdict
Google Analytics 4 is a top-rated analytics tool with 2 pricing plans. The free plan makes it easy to get started with no upfront cost. If the watch-outs above are dealbreakers, see the alternatives below.
Google Analytics 4: frequently asked questions
Is Google Analytics 4 free?
Yes — Google Analytics 4 offers a free plan. Paid plans start at Free/mo.
How much does Google Analytics 4 cost?
Google Analytics 4 has 2 plans. There is a free tier. Paid plans start at Free/mo. See full pricing →
What are the best alternatives to Google Analytics 4?
Top alternatives include Mixpanel, Amplitude, PostHog. See full comparison →