| Overview |
Google's mainstream analytics platform for web and app measurement, built around GA4 events, attribution, advertising integrations, and BigQuery-connected reporting for larger deployments. | An open-source session replay and product analytics platform that can run on your infrastructure, combining replays with errors, network activity, performance data, funnels, journeys, heatmaps, web analytics, and co-browsing. |
| Pricing |
GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales | Open-source self-hosting is free. Cloud Free: 1,000 sessions/month; Serverless: $5.95 per 1,000 sessions/month; Dedicated: from $199/month, billed hourly; Enterprise: custom. |
| Deployment |
Vendor-hosted cloud | Self-hosted and hosted options |
| Best for |
All website owners, from small businesses to enterprises | Engineering and product teams that need self-hosted replay, debugging context, and product analytics |
| Operator |
Google LLC
Subsidiary of Alphabet Inc. | Asayer SAS
Independent private company |
| Company base |
Mountain View, United States · United States | Distributed organization |
| Organization scale |
190,820 employees · parent company, as of 31 Dec 2025 | No comparable official organization-size figure was publicly disclosed. |
| Recent direction |
marketing attribution
Recent official evidence shows a focus on marketing attribution. | product analytics
Recent official evidence shows a focus on product analytics. |
| Key features |
- Web and app event analytics
- Real-time reports
- E-commerce measurement
- Advertising attribution
- Audience building
- Explorations and funnels
- BigQuery export
- Google Ads integration
|
- Self-hosted session replay
- Product and web analytics
- Error, network, and performance context
- Funnels and journeys
- Heatmaps
- Co-browsing
- Web and mobile capture
- Data export
- MCP server
|
| Important considerations |
GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits. | Cloud Free includes 2 users, 1 project, and 7-day retention. Paid Serverless includes unlimited users and projects with 30-day retention. Self-hosting requires your own infrastructure; Dedicated costs depend on the instance, region, and running time. |
| Integrations |
Google Ads, BigQuery, Shopify | GitHub, Jira, Slack, Sentry, Datadog |
| Fact check |
We checked this information against official vendor sources on 2026-08-08. |
We checked this information against official vendor sources on 2026-09-04. |