Google Analytics

Google Analytics 4 measures activity across websites and mobile applications. It uses event-based data collection to report users, sessions, engagement, conversions, revenue, audiences, and campaign performance.

The platform supports web data streams and app data streams. Teams can connect properties with Google advertising products, Google Search Console, BigQuery, Salesforce, and other Google Marketing Platform services.

Google Analytics is available as a standard product without charge. Analytics 360 adds higher collection and reporting limits, expanded governance options, service-level agreements, and enterprise support through a contract.

GA4 collects automatically generated events, enhanced measurement events, custom events, user properties, and ecommerce interactions. Implementations can use the Google tag, Google Tag Manager, Firebase SDKs, or the Measurement Protocol.

Reporting includes standard reports, explorations, realtime reports, funnel analysis, path analysis, audiences, key events, attribution views, and custom dimensions and metrics. Available metrics include users, sessions, engagement, conversions, revenue, and ecommerce performance.

Google Analytics connects with Google Ads, Search Ads 360, Display & Video 360, Google Search Console, BigQuery, Firebase, Salesforce, and Google Tag Manager. BigQuery export supports analysis outside the Analytics interface.

The Google Analytics Data API provides programmatic access to reports, realtime data, funnels, pivots, metadata, and audience exports. The Admin API manages accounts, properties, permissions, links, custom definitions, and configuration.

The standard Google Analytics 4 product is provided without charge. Google’s terms describe GA4 properties as a no-fee service, subject to applicable limits and policies.

Analytics 360 is the paid enterprise edition. Google does not publish a standard list price on its product page and directs prospective customers to sales representatives or sales partners for contract pricing.

The standard edition does not require a time-limited free trial because it is available as a free service. Analytics 360 uses a sales-led evaluation and contracting process.

Pros

• Free standard edition supports broad website and app measurement.
• Strong connections with Google Ads, BigQuery, Firebase, and Search Console.
• Data API and Admin API support reporting and configuration automation.
• Supports event tracking, audiences, ecommerce, attribution, and key events.
• Analytics 360 provides larger limits and enterprise service commitments.

Cons

• GA4’s event model requires careful implementation and governance.
• Advanced reporting can require specialist knowledge and custom configuration.
• Standard properties have lower limits than Analytics 360 properties.
• Data collection depends on consent settings, tagging quality, and browser restrictions.
• Analytics 360 pricing is not publicly listed and requires a sales process.

Amplitude is a comparable choice for product teams focused on behavioral analysis, retention, cohorts, and product experimentation. Mixpanel emphasizes event-based product analytics and fast funnel and cohort analysis.

Matomo is an alternative for organizations seeking self-hosting or greater control over analytics data. Adobe Analytics targets larger enterprises that need advanced segmentation and broader Adobe Experience Cloud integration.

PostHog combines product analytics with session replay, feature flags, and experimentation. Plausible focuses on simpler, privacy-oriented website reporting with a narrower feature scope.

Is Google Analytics free?

Yes. The standard Google Analytics 4 service is available without charge. Analytics 360 is a paid enterprise service with contract-based pricing.

What platforms does Google Analytics support?

Google Analytics supports websites through web data streams and mobile applications through Android and iOS app data streams, commonly using Firebase SDKs.

Does Google Analytics have an API?

Yes. Google provides the Analytics Data API for reports and data queries, the Admin API for configuration, the Measurement Protocol for sending events, and the User Deletion API.

What integrations are available?

Documented integrations include Google Ads, Search Ads 360, Display & Video 360, Google Search Console, BigQuery, Firebase, Salesforce, and Google Tag Manager.

Does Google Analytics offer a free trial?

The standard edition does not need a free trial because it is free to use. Analytics 360 is evaluated through Google sales representatives or authorized partners.

When did GA4 become the default Google Analytics property type?

Google states that GA4 became the default Google Analytics experience after October 14, 2020. Standard Universal Analytics properties stopped processing data on July 1, 2023.