Google Analytics 4
Free event-based web and app analytics from Google with funnels, attribution, audiences, predictive insights and native BigQuery export.
GA4 provides event-based web/app measurement, acquisition reporting, funnels, cohorts, path analysis, audiences, key events, attribution, predictive insights and raw-event export to BigQuery. Analytics 360 raises limits and adds higher-scale enterprise capabilities.
G2 currently rates Google Analytics 4.5/5 from 6,876 reviews and Capterra rates Google Analytics 360 4.7/5 from 8,101. Users value the depth and free price, but GA4's event model, menu structure and advanced reporting setup continue to create a learning curve.
The standard GA4 product is genuinely free, giving it exceptional value for web/app analytics. Google Analytics 360 is a paid enterprise upgrade with no public numeric list price, but the free starting point is clear and official.
GA4 integrates deeply with Google Ads, Search Console, BigQuery, Display & Video 360, Search Ads 360, Ad Manager, AdMob and Google Play. Google provides extensive privacy, consent, retention, deletion and encrypted-transport controls, though organizations remain responsible for lawful consent and configuration.
Scored by Shikha Goyal
Quick facts
- Vendor
- Google LLC
- Pricing model
- free
- Plan pricing
- $0 Vendor source checked; not a hands-on review
- Free plan
- Yes — check limits
- Free trial
- Not confirmed
- Last verified
- Not yet verified
About Google Analytics 4
Google Analytics 4 is Google's event-based analytics platform for measuring websites and apps. It tracks traffic acquisition, user journeys, engagement, key events and audiences while offering exploratory analysis such as funnels, paths, cohorts and segments. GA4 integrates tightly with Google's advertising ecosystem and can export raw events to BigQuery. Google Analytics 360 is the enterprise upgrade with materially higher limits, longer retention and larger export/query allowances.
Best for
Businesses of nearly any size that need website/app measurement and marketing attribution, particularly organizations already using Google Ads, Search Console, Tag Manager or BigQuery.
Google Analytics 4 pros and cons
Pros
- Standard GA4 is free with no software subscription charge.
- Deep Google Ads, Search Console and Google Marketing Platform integration.
- Native BigQuery raw-event export even on standard GA4, subject to standard limits.
- Event-based model supports web and app measurement in one property.
- Strong funnels, cohorts, pathing, audiences and attribution features.
- Analytics 360 significantly increases limits for enterprise-scale properties.
Cons
- −GA4's event model and interface have a steep learning curve for many users.
- −Standard properties have lower sampling, retention, audience and API limits than Analytics 360.
- −Advanced implementation often requires Tag Manager, developer support or analytics expertise.
- −BigQuery usage can create separate Google Cloud costs.
- −Analytics 360 has no public numeric list price.
- −Consent/privacy configuration remains the customer's responsibility.
Features
Platforms
Integrations
Pricing
Free standard Google Analytics 4 property with event-based website/app measurement.
Custom enterprise pricing with substantially higher collection, reporting, retention and BigQuery limits.
Official pricing / availability source · Checked 6 October 2026. Confirm current taxes, regional terms and allowances. A listed plan is not necessarily the cheapest option.
Editorial verification: Not yet verified. Check the vendor's site for current pricing.