Web & Product Analytics
Google Analytics 4
Google's free, event-based analytics for websites and apps used everywhere.
4.7· 8,083 reviews· via CapterraFounded 2020 · Mountain View, CA
What is Google Analytics 4?
Google Analytics 4 is Google's free, event-based analytics platform for websites and apps, replacing Universal Analytics. It models data around events and users across platforms, with machine-learning insights and deep integration with Google Ads and BigQuery.
Best known for: The default free, event-based web and app analytics
Key features
- Event-based data model
- Cross-platform web and app tracking
- Free at massive scale
- Machine-learning predictive insights
- Google Ads integration
- BigQuery raw-data export
Who Google Analytics 4 is best for
- Sites already in Google's ad ecosystem
- Teams wanting free cross-platform tracking
- Marketers tracking campaigns and conversions
Ideal team: Any team wanting free, comprehensive web and app analytics tied to Google Ads.
Google Analytics 4 pricing
Popular
Google Analytics 4
$0
- Unlimited event-based tracking
- Google Ads & BigQuery export
- Standard reports and Explorations
Analytics 360
Custom
- Higher data limits and SLAs
- Advanced sub-properties
- Enterprise support
Costs to watch before you commit
- Data sampling kicks in on large free-tier reports
- Analytics 360 enterprise pricing starts around six figures per year
- Steep learning curve; BigQuery incurs its own costs for raw data
Compare Google Analytics 4 head-to-head
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