Compare pricing, deployment, product fit, integrations, and capabilities side by side.
Large enterprises with complex digital ecosystems
Important considerations: Pricing requires a tailored quote and total cost commonly includes implementation, governance, training, integrations, and specialist resources.
All website owners, from small businesses to enterprises
Important considerations: GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits.
| Attribute | Adobe Analytics | Google Analytics (GA4) |
|---|---|---|
| Overview | Adobe's enterprise analytics suite for customer journey, campaign, content, and digital analytics use cases across web, mobile, and cross-channel customer experience programs. | Google's mainstream analytics platform for web and app measurement, built around GA4 events, attribution, advertising integrations, and BigQuery-connected reporting for larger deployments. |
| Pricing | Contact for custom pricing | GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales |
| Deployment | Vendor-hosted cloud | Vendor-hosted cloud |
| Best for | Large enterprises with complex digital ecosystems | All website owners, from small businesses to enterprises |
| Operator | Adobe Inc. Independent public company | Google LLC Subsidiary of Alphabet Inc. |
| Company base | San Jose, United States · United States | Mountain View, United States · United States |
| Organization scale | 31,360 employees · operator, as of 28 Nov 2025 | 190,820 employees · parent company, as of 31 Dec 2025 |
| Recent direction | AI-assisted analysis Recent official evidence shows a focus on AI-assisted analysis. | marketing attribution Recent official evidence shows a focus on marketing attribution. |
| Key features |
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| Important considerations | Pricing requires a tailored quote and total cost commonly includes implementation, governance, training, integrations, and specialist resources. | GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits. |
| Integrations | Adobe Experience Cloud, Salesforce, Marketo | Google Ads, BigQuery, Shopify |
| Fact check | We checked this information against official vendor sources on 2026-08-08. | We checked this information against official vendor sources on 2026-08-08. |
This matrix shows capabilities recorded in our catalog. Not listed means we have not confirmed the capability here. Check the linked vendor sources for plan, deployment, and usage limits.
| Attribute | Adobe Analytics | Google Analytics (GA4) |
|---|---|---|
| AI insights | Listed | Listed |
| App analytics | Not listed | Listed |
| Audience insights | Listed | Listed |
| Behavior analytics | Not listed | Listed |
| Cohort analysis | Not listed | Listed |
| Cross-device tracking | Not listed | Listed |
| Custom reports | Listed | Listed |
| Data export | Not listed | Listed |
| E-commerce tracking | Not listed | Listed |
| Enterprise | Listed | Listed |
| Event tracking | Not listed | Listed |
| Free plan | Not listed | Listed |
| Funnels | Not listed | Listed |
| Goals | Not listed | Listed |
| Integrations | Not listed | Listed |
| Personalization | Listed | Not listed |
| Real-time data | Not listed | Listed |
| Retention analytics | Not listed | Listed |
| Revenue tracking | Not listed | Listed |
| User segments | Not listed | Listed |