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Google Analytics

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Google's free-to-start web and app analytics platform built on GA4

Web Analytics Software
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Google Analytics screenshot See all screenshots
  • Deployment Cloud Based
  • Starting price Free
  • Free trial Not offered
  • Best for Freelancers, Startups, SMEs

What is Google Analytics?

Google Analytics is Google's web and app analytics service, now built around Google Analytics 4, an event based measurement model that tracks user behavior across websites and mobile apps in a single property. It offers built in machine learning to surface predictive metrics such as purchase or churn probability, an Explorations interface for building custom funnels and free form reports, and native integration with Google Ads and BigQuery, including free raw data export to BigQuery for any account.

The standard version of Google Analytics is free for businesses of any size. Larger organizations can upgrade to Analytics 360, an enterprise tier with higher data volume thresholds, unsampled reporting, guaranteed data freshness, and service level agreements, sold through Google sales teams or authorized resellers rather than listed at a fixed public price.

Key Features of Google Analytics

Google Analytics lists 8 documented features, including Event-based tracking across web and app (GA4), Machine learning predictive metrics (purchase/churn probability) and Explorations for custom funnels and free-form reports. The list below covers what the product does rather than how it is marketed.

  • Event-based tracking across web and app (GA4)
  • Machine learning predictive metrics (purchase/churn probability)
  • Explorations for custom funnels and free-form reports
  • Free raw data export to BigQuery
  • Native Google Ads integration
  • Cross-device and cross-platform user journey tracking
  • Customizable dashboards and audiences
  • Analytics 360 enterprise tier with SLAs and unsampled data

Google Analytics Pricing

Google Analytics lists 2 plans. One is free; the rest are quoted on request.

Google Analytics (Standard)

Free

No cost for typical business usage

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Full-featured GA4 property free for websites and apps of any size.

Analytics 360

Custom

Higher event volume thresholds (e.g. 25 million+ events/month)

Request pricing

Enterprise tier with unsampled reporting, faster data freshness, and SLAs, sold through Google sales or an authorized reseller. Pricing is not publicly disclosed on Google’s site.

Google Analytics Specifications

Google Analytics is available on web app and has iOS and Android apps. It offers an API and has a free plan.

Deployment
  • Cloud Based
Billing cycle
Yearly
Desktop
  • Web App
Mobile
  • iOS
  • Android
Languages
  • English
Built for
  • Freelancers
  • Startups
  • SMEs
  • Agencies
  • Enterprises
Support
  • Email
  • Phone
  • Tickets
  • Training
Integrations
Google Ads, Search Console, BigQuery, Search Ads 360, Display & Video 360, Google Tag Manager, Firebase, Salesforce (360 tier)
Public API
Yes
Free trial
No
Free plan
Yes
Runs in browser
Yes
Customisable
Yes
Website
marketingplatform.google.com

Google Analytics Videos

Google Analytics Screenshots

Google Analytics screenshot 1

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Google Analytics FAQs

Yes. The standard version of Google Analytics 4 is free for websites and apps of any size, with no seat or pageview based fee for typical usage.

Analytics 360 is Google's paid enterprise tier, offering higher data volume limits, unsampled reporting, guaranteed data freshness, and support with service level agreements. Pricing is not public and is arranged through Google sales or an authorized reseller.

Yes. Both free and 360 Google Analytics accounts can export raw event data to BigQuery at no extra Analytics cost, though BigQuery storage and query costs apply separately.

Yes. GA4 includes predictive metrics, such as purchase probability and churn probability, generated automatically from a property's event data using Google's machine learning models.

Google Analytics 4 replaced Universal Analytics, which stopped processing new data in mid 2023, moving all properties to GA4's event based data model.