Google Analytics
Free web analytics at massive scale.
No source on record for the G2 score, the Capterra score, the review count. What that means
- Entry price
- Free
- Free plan
- Yes
- Free trial
- No
What it is
Google Analytics 4 is the default measurement layer of the web, free at a scale no rival matches and wired directly into Google Ads and Search Console. Its event-based model is powerful once configured, but the migration from Universal Analytics left many users relearning basics, and reports that once took two clicks now take five. Privacy regulations add consent complexity in Europe. It remains the pragmatic default — with a steeper curve than its price suggests.
Recorded for
Audience tags from our own categorisation, not the vendor's positioning.
Pricing
Our record for Google Analytics lists a free plan.
Checked against Google Marketing Platform. Vendors change plans without notice — confirm before you buy.
Recorded features
A summary of what the product advertises — not a complete feature inventory, and not something we tested.
- Traffic reports
- Events
- Audiences
- Conversions
Commonly reported strengths and drawbacks
Compiled from public write-ups and vendor documentation. These are impressions we have recorded, not findings from our own testing.
Reported strengths
- Free
- Ubiquitous integrations
- Powerful segments
Reported drawbacks
- GA4 learning curve
- Privacy/consent overhead
Sources consulted
Other Analytics tools
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Kobbe$8/moSide by side →
LettertraceFreeSide by side →
Found something out of date? Tell us what changed and we will check it against the source.