Google Analytics 4
Free web and app analytics by Google
Free
Starting price
4.5/5
G2 rating
2
Pricing plans
2005
Founded
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.
Key features
Event trackingAudience builderConversion trackingFunnel explorationReal-time reportsGoogle Ads integrationBigQuery export
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
Top Google Analytics 4 alternatives
Mixpanel Product analytics platform
Free Compare →
Amplitude Digital analytics platform for product teams
Free Compare →
PostHog All-in-one product analytics, open source
Free Compare →