Web analytics · Google

Google Analytics 4

Google's free, event-based web and app analytics platform with machine-learning-driven insights and cross-platform reporting.

Visit Google Analytics 4 Alternatives

Google Analytics 4 (GA4) is Google's analytics platform for measuring websites and mobile apps using a unified, event-based data model. It replaced the older Universal Analytics and centers on cross-platform user journeys, combining website and app data into a single property. GA4 applies machine learning to surface trends, anomalies and predictive metrics such as purchase probability, and includes built-in reporting, exploration tools, and audience building for remarketing. It integrates natively with other Google marketing and ad products, letting users move data between analytics, advertising and search tools. GA4 is offered as a hosted, cloud-only service with no software to install. A paid enterprise edition, Google Analytics 360, adds higher data limits, service-level agreements and advanced support for large organizations, sold through direct sales contact rather than published pricing.

At a glance

Vendor Google
Pricing model Free tier + paid plans
Free tier Yes
Deployment Cloud
Open source No
Best for Organizations of any size wanting free, Google-ecosystem-integrated web and app analytics.

Pricing

Standard Google Analytics is free; the enterprise Analytics 360 tier requires contacting Google sales for a quote.

Plan Price Notes
Standard Free Core GA4 product for websites and apps

Prices read from the vendor's own page on September 19, 2026. Vendors change prices; check the source before you budget.

Features

  • Event-based tracking across web and app
  • Cross-platform user journey reporting
  • Machine-learning-based predictive metrics
  • Audience building for remarketing
  • Exploration reports and custom funnels
  • BigQuery data export (free tier included)

Integrations

Profile last reviewed September 19, 2026

Head to head

Alternatives

Matomo Open-source web analytics platform offering full data ownership, available as a hosted cloud service or self-hosted on-premise. Piwik PRO Privacy-focused analytics and data activation platform aimed at regulated industries, with Business and Enterprise cloud plans. Adobe Analytics Enterprise digital analytics platform within Adobe Experience Cloud for analyzing customer interactions across channels. Plausible Analytics Lightweight, privacy-focused, open-source web analytics with a simple single-page dashboard and no cookies.

Google Analytics 4 in the index now

Terms to know

Bounce rate The share of sessions that show no interaction beyond the entry page, defined differently by GA4 and classic web analytics. Session A grouped window of a user's activity on a site or app, bounded by an inactivity timeout or similar cutoff rule. Engagement rate The share of sessions that meet a minimum bar for meaningful interaction, GA4's replacement for bounce rate. Attribution modeling A method for assigning credit for a conversion across the marketing touchpoints a customer encountered beforehand. Funnel analysis A method for tracking how users move through an ordered sequence of steps toward a goal, and where they drop off. Data modeling The practice of organizing data into entities, relationships and schemas that make it accurate and efficient to query.

Related guides

How to audit your analytics implementation A checklist for finding where tracking, tag management and dashboards have drifted from what they are supposed to measure. How to choose a web analytics tool A decision path for picking web analytics: what you must measure, where the data may live, who will use it, and what it really costs.