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Google Analytics 4

Analytics & BI
★4.0•100 G2 reviews

Teams that need free, scalable web/app analytics with strong Google Ads integration, event-based tracking, and flexible exploratory analysis—especially SMBs, product teams, and marketers operating in the Google ecosystem.

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Quick Overview

Pricing
$0/user/month
Details
Free (GA4). Enterprise: Google Analytics 360 is quote-based (typically sold as part of Google Marketing Platform).
G2 Rating
4.0 / 5.0
Capterra
4.0 / 5.0
Comparisons
Featured in 1 comparison

Key Features

  • Event-based measurement model (events + parameters) for web and apps
  • Cross-platform reporting (Web + iOS/Android via Firebase integration)
  • Explorations for ad hoc analysis (funnels, pathing, segment overlap, cohort, user explorer)
  • Attribution & advertising integrations (Google Ads linking, conversion modeling, data-driven attribution where eligible)
  • Privacy-focused controls (consent mode support, data retention settings, IP anonymization behavior, granular data controls)

Pros

  • +Free tier is powerful and widely supported across the Google ecosystem
  • +Strong cross-device and cross-platform measurement approach (web + app)
  • +Flexible analysis via Explorations (funnels, paths, cohorts) without exporting data
  • +Native BigQuery export available for GA4 properties (useful for BI/warehouse workflows)

Cons

  • −Steeper learning curve vs Universal Analytics; reporting/navigation can feel less intuitive
  • −Sampling/thresholding and privacy modeling can limit granular reporting in some scenarios
  • −Advanced governance, SLAs, and enterprise features generally require GA360 (quote-based)

Google Analytics 4 in Our Comparisons

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