Google Analytics — Google's free web and app analytics platform (GA4) that tracks customer behavior across devices, with a paid Google Analytics 360 tier for enterprise-scale data volumes and SLAs.
By Noahlast updated pricing verified
Google Analytics screenshots & video
Google Analytics in 20 seconds
Best for: businesses wanting free, event-based web and app analytics integrated with Google Ads
Pricing: Free for standard GA4; Google Analytics 360 (enterprise) custom-priced via Google sales.
- Google Analytics 4 (GA4) is free for businesses of any size.
- Google Analytics 360, the enterprise tier, uses custom pricing available only via Google sales.
- The combined Google Analytics/360 Capterra listing holds a 4.7/5 rating from 8,101 reviews.
- GA4 replaced the older session-based Universal Analytics with an event-based data model.
- GA4 integrates natively with Google Ads for campaign ROI measurement.
Limitations: GA4's event-based model and interface changes created a steep relearning curve for teams used to Universal Analytics.; Free GA4 properties apply data sampling and shorter retention than the paid 360 tier.; Google Analytics 360 pricing isn't published, making budgeting difficult without contacting sales.
Top alternatives: Mixpanel, Plausible, PostHog, Matomo, Amplitude — full list
What is Google Analytics?
Google Analytics is Google's web and app analytics platform, now built on Google Analytics 4 (GA4), an event-based data model that replaced the older session-based Universal Analytics. It tracks how visitors interact with a website or app across devices, using machine learning to surface insights like predicted churn or purchase likelihood, and connects directly to Google Ads for measuring marketing ROI. GA4 is free for any business and includes customizable reports, audience building, conversion tracking, and cross-platform (web + app) measurement in a single property. Google Analytics 360 is the paid enterprise tier, aimed at large organizations that need higher unsampled data thresholds, guaranteed data freshness, service-level agreements, and integration with the broader Google Marketing Platform (Search Ads 360, Display & Video 360). 360 pricing isn't published and requires contacting Google sales.
Google Analytics is Google's analytics platform for tracking visitor behavior across websites and apps, built on the event-based Google Analytics 4 (GA4) model with machine-learning-driven insights and integration with Google Ads for campaign measurement. The standard product is free for businesses of any size; Google Analytics 360, the enterprise tier, adds higher data-sampling thresholds, SLAs, and dedicated support at custom pricing available only through Google sales. On Capterra, the combined Google Analytics/360 listing holds a 4.7/5 rating from 8,101 reviews. It's best for businesses that want free, deeply integrated web and app analytics tied to Google Ads, though reviewers note the GA4 interface's reorganized menus and reports have a steeper relearning curve for teams used to the older Universal Analytics.
Standout feature: Free, unlimited-scale analytics for most businesses, with machine-learning-driven insights and direct integration into Google Ads for measuring campaign ROI without a separate tool.
Biggest weakness: The GA4 event-based data model and reorganized interface represented a steep relearning curve for teams used to the older Universal Analytics, and standard GA4 properties still apply data sampling and shorter retention windows that only Google Analytics 360's custom, undisclosed pricing removes.
Pros
- Free for businesses of any size, with no meaningful traffic cap for most use cases.
- Deep, native integration with Google Ads for tying analytics directly to campaign performance.
- Cross-platform (web + app) tracking in a single GA4 property.
- Machine-learning-driven insights (predictive metrics, anomaly detection) built in at no extra cost.
Cons
- GA4's event-based model and menu reorganization created a steep relearning curve versus the older Universal Analytics.
- Standard (free) properties apply data sampling and shorter data-retention windows than the paid 360 tier.
- Google Analytics 360 pricing is not published and requires a sales conversation, making budgeting difficult upfront.
- Some users report GA4 reports are harder to pull and customize compared to the legacy interface.
Google Analytics pricing
Free · verified from the vendor's pricing page
| Plan | Price | Notes |
|---|---|---|
| Google Analytics 4 | Free | Free for businesses of any size. Event-based tracking, machine-learning insights, Google Ads integration, customizable reports and audiences. |
| Google Analytics 360 | Custom | Custom enterprise pricing via Google sales. Higher unsampled data thresholds, guaranteed data freshness, SLAs, dedicated support, and Google Marketing Platform integration. |
What reviewers say
Scores belong to their platforms; we display them with attribution and never fold them into our own ratings.