| 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. | A privacy-friendly web analytics service with cookieless visitor measurement, events, goals, session analysis, funnels, revenue metrics, Search Console data, A/B testing, APIs, and an Enterprise self-hosting option. |
| Pricing |
GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales | 30-day trial; Standard starts at $6/month and Plus at $12/month for 10,000 monthly pageviews; Enterprise and self-hosted deployment use custom pricing |
| Deployment |
Vendor-hosted cloud | Self-hosted and hosted options |
| Best for |
All website owners, from small businesses to enterprises | Privacy-conscious site owners, SaaS teams, and agencies that need compact traffic and conversion analytics without session replay |
| Operator |
Google LLC
Subsidiary of Alphabet Inc. | Emvi Software GmbH
Independent private company |
| Company base |
Mountain View, United States · United States | Rheda-Wiedenbrück, Germany · European Union |
| Organization scale |
190,820 employees · parent company, as of 31 Dec 2025 | 1 employees · operator, as of 30 Dec 2025 |
| Recent direction |
marketing attribution
Recent official evidence shows a focus on marketing attribution. | marketing attribution
Recent official evidence shows a focus on marketing attribution. |
| 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
|
- Cookieless web analytics
- Events and conversion goals
- Session analysis
- Funnels and segmentation
- E-commerce revenue metrics
- A/B testing
- Google Search Console plugin
- Imports from major analytics tools
- REST API, SDKs, and webhooks
- Enterprise on-premise deployment
|
| Important considerations |
GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits. | There is no permanent cloud free plan. Self-hosting is an Enterprise license rather than the standard open-source deployment path, and pageviews, events, and session extensions count toward usage. |
| Integrations |
Google Ads, BigQuery, Shopify | Google Search Console, WordPress, REST API, Webhooks, JavaScript and server SDKs |
| Fact check |
We checked this information against official vendor sources on 2026-08-08. |
We checked this information against official vendor sources on 2026-08-09. |