Google Analytics 4
Free
Free to use$0.00
Per year
$0
Free; Analytics 360 is quote-based
Google Analytics 4 vs Fathom Analytics
Compare with for .
Google Analytics 4
86%
match · $0/yr
Fathom Analytics
36%
match · $180/yr
What matters most?
Fine-tune
What you'd pay
Entry plan for 10 people, billed yearly where offered. Prices checked Oct 2026.
Smaller bill
Fathom Analytics
Entry plan
Flat price, whole team$15.00
× 12 months$180.00
Per year
$1.50 per person / mo
$180
Google Analytics 4
From FreeFree plan
G2 4.5 · 6,878 reviewsBusinesses that buy Google Ads, measure apps and websites together, or need free analytics at large scale.
vs
Fathom Analytics
From $15
Agencies, freelancers and owners of many small sites who want one simple bill and the same features on every plan.
Side by side
 Google Analytics 4 | Fathom Analytics | |
|---|---|---|
| Pricing | Free; Analytics 360 via sales | From $15/month (100k pageviews) |
| G2 Rating | 4.5 (6,878 reviews) | Not yet verified |
| Best For | Businesses that buy Google Ads, measure apps and websites together, or need free analytics at large scale. | Agencies, freelancers and owners of many small sites who want one simple bill and the same features on every plan. |
Pros and cons
Google Analytics 4
Pros
- Free for standard properties with no traffic-based price
- Deepest reporting here, with Explorations and attribution
- Native integrations with Google Ads and Google Marketing Platform
- BigQuery export for warehouse analysis
Cons
- Sets first-party cookies, so many sites run it behind a consent banner
- Event-level retention of 2 or 14 months on standard properties
- Steep learning curve for non-analysts
Fathom Analytics
Pros
- 50 sites on every plan
- EU traffic processed in the EU on all plans
- Full history kept while subscribed
- No feature-gating between tiers
Cons
- No free plan; 7-day trial requires a card
- Anonymised data is stored on US servers
- No self-hosted option listed
Emily Rodriguez