| 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-focused, open-source web analytics platform with cookieless traffic and event reporting, funnels, performance and error monitoring, session analysis, replay, feature flags, and A/B testing in cloud or self-hosted editions. |
| Pricing |
GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales | Cloud has a 14-day trial; Standard starts at $19/month and Plus at $39/month for 100,000 monthly events; Enterprise is custom; self-hosted Community Edition is free |
| Deployment |
Vendor-hosted cloud | Self-hosted and hosted options |
| Best for |
All website owners, from small businesses to enterprises | Privacy-conscious website, product, and engineering teams that want analytics with performance, errors, replay, and optional self-hosting |
| Operator |
Google LLC
Subsidiary of Alphabet Inc. | Swetrix Ltd
Independent private company |
| Company base |
Mountain View, United States · United States | Edinburgh, United Kingdom · United Kingdom |
| 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. | privacy-focused analytics
Recent official evidence shows a focus on privacy-focused 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
|
- Cookieless web analytics
- Events, goals, and funnels
- Real-time dashboard
- Performance monitoring
- Error tracking
- Session and user-profile analysis
- Session replay on Plus
- Feature flags and A/B testing
- API and data export
- Self-hosted Community Edition
|
| 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 has no permanent free plan and the trial requires a payment method. Replay, feature flags, and A/B testing require Plus; self-hosting shifts upgrades, storage, security, and backups to your team. |
| Integrations |
Google Ads, BigQuery, Shopify | Google Analytics import, WordPress, Google Tag Manager, REST API |
| 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. |