What is Google Analytics?

Google Analytics is a google's free web and app analytics.

How much does Google Analytics cost?

Google Analytics is Free; there is no mandatory paid plan.

What are the best alternatives to Google Analytics?

Community-listed alternatives to Google Analytics include PostHog, Plausible Analytics, Mixpanel, Umami.

What does Google Analytics integrate with?

Google Analytics integrates with Google Ads, Search Console, BigQuery, Looker Studio, Google Tag Manager, Firebase and more.

Which platforms does Google Analytics support?

Google Analytics is available on web.

Google Analytics

Google's free web and app analytics

FreeAnalytics

Visit website

Google Analytics is an analytics tool for Small businesses and Enterprise, offered as free. Based in United States, founded in 2005. Popular alternatives include PostHog, Plausible Analytics, Mixpanel.

About Google Analytics

Google Analytics 4 is Google's free, event-based analytics platform, which replaced Universal Analytics in July 2023. Every interaction, from page views to purchases, is recorded as an event with parameters, and web and mobile app data can be measured together in one property. It remains the most widely installed analytics tool on the web, largely because it is free and tightly connected to Google's advertising products.

GA4 offers standard reports for acquisition, engagement, monetisation and retention, explorations for funnels, paths, segments and cohorts, machine learning features such as predictive audiences and anomaly detection, and modelled conversions that fill gaps when cookies are refused. Native integrations with Google Ads, Search Console, Merchant Center and BigQuery support attribution, bidding and free export of raw events for analysis. Google Tag Manager is commonly used to set up tracking. The enterprise version, Google Analytics 360, adds higher limits, unsampled data, SLAs and support for a substantial annual fee.

GA4 is indispensable for businesses that advertise on Google and want conversion data flowing into campaigns. Its weaknesses are a steep learning curve, data thresholds that hide small segments, and privacy requirements: in the EU and under similar laws, consent must be collected and Consent Mode implemented, or data is lost. Plausible, Fathom and Umami are simpler cookie-free alternatives for content sites, Matomo offers self-hosting and data ownership, and Mixpanel or Amplitude are better for product analytics.

Key features of Google Analytics

Event-based model across web and apps
Explorations: funnels, paths, segment overlap, cohorts
Google Ads integration and data-driven attribution
Free BigQuery export of raw events
Predictive audiences and anomaly detection
Consent Mode and server-side tagging via Tag Manager

Pros and cons

Pros

Free with enormous capability
Unmatched integration with Google Ads and Search Console
BigQuery export enables custom analysis
Industry standard; skills are widely available

Cons

Complex interface and steep learning curve
Sampling and thresholds obscure data
Consent requirements shrink EU data
Privacy concerns and regulatory rulings

Google Analytics pricing

Google Analytics uses a free model.

Plan	Price	Includes
Google Analytics 4	$0	Standard property with data limits
Google Analytics 360	Custom	Enterprise tier sold via Google sales; no public price

Source: marketingplatform.google.com · checked on Oct 20, 2026

Are you the maker of Google Analytics?

Show a price-verified badge on your site. It displays when we last checked your prices on your own pricing page and links back to this page.

Embed code

<a href="https://happyvalley.dev/tools/google-analytics"><img src="https://happyvalley.dev/api/badge/google-analytics?v=price" alt="Prices verified on Happy Valley" height="32"></a>

How Google Analytics compares in Analytics

Rank by votes: #1 / 47
Starting price: $0
Free alternatives: 7

Google Analytics ranks #1 of 47 analytics tools by community votes and is not directly comparable on price.

Common use cases

1Advertiser optimizing Google Ads with conversion data
2Large publisher analyzing audiences and content
3Data team exporting events to BigQuery
4App plus web measurement in one property

Best for

Businesses running paid acquisition on Google or needing warehouse-level event data for free.

Not ideal for

Small content or SaaS sites wanting simple, compliant traffic numbers.

Integrations

Google Ads
Search Console
BigQuery
Looker Studio
Google Tag Manager
Firebase
Shopify
WordPress

Our take

GA4 is free and powerful but demands investment to use well. If you buy Google Ads, keep it; if you do not, Plausible or Umami answers most questions in a tenth of the time.

FAQ

What is Google Analytics?: Google Analytics is a google's free web and app analytics.
How much does Google Analytics cost?: Google Analytics is Free; there is no mandatory paid plan.
What are the best alternatives to Google Analytics?: Community-listed alternatives to Google Analytics include PostHog, Plausible Analytics, Mixpanel, Umami.
What does Google Analytics integrate with?: Google Analytics integrates with Google Ads, Search Console, BigQuery, Looker Studio, Google Tag Manager, Firebase and more.
Which platforms does Google Analytics support?: Google Analytics is available on web.
Who is Google Analytics for?: Businesses running paid acquisition on Google or needing warehouse-level event data for free.

Alternatives to Google Analytics

See all 10

PostHog
▲ 0
Open-source product analytics, replays and flags
FreemiumDevelopers
checked Oct 20
Plausible Analytics
▲ 0
Privacy-friendly, lightweight web analytics
Paid · $9Small businesses
checked Oct 20
Mixpanel
▲ 0
Event-based product analytics with replays, experiments and AI agents
FreemiumDevelopers
checked Oct 20
Umami
▲ 0
Simple, self-hosted website analytics
Open source · $20Developers
checked Oct 20
Amplitude
▲ 0
Product analytics, session replay and experiments for digital teams
FreemiumSmall businesses
checked Oct 20
Counter
▲ 0
Free, minimal, privacy-respecting analytics
FreeFreelancers
checked Oct 20

More Analytics tools

See all 47

Salience
▲ 0
Log analytics that shows how bots, AI crawlers and users hit your site
Freemium · $19Agencies
checked Oct 24
Trading Suite [AGPro Series]
▲ 0
TradingView chart analysis, market context and risk scenarios in one workspace
Paid
Orphex MCP
▲ 0
MCP server that lets AI assistants read and act on ad accounts
Freemium · $40Small businesses
checked Nov 5
Pendo
▲ 0
Product analytics, guides and feedback in one
FreemiumEnterprise
checked Oct 20
Basedash
▲ 0
AI-native BI that builds dashboards and reports from plain English
Paid · $1000Small businesses
checked Oct 25
Tulu
▲ 0
HubSpot-connected marketing analytics and spend monitoring for SMBs
PaidSmall businesses
checked Oct 29

Reviews

No reviews yet. Be the first to share real experience.