Google Analytics (GA4): pricing, features and alternatives
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
GA4 standard is free; Google Analytics 360 is enterprise-priced via Google sales
Deployment
Vendor-hosted cloud
Best for
All website owners, from small businesses to enterprises
Company profile
See who operates the product, where the organization is based, and the scale behind it.
- Company base
- Mountain View, United States · United States
- Company location does not show where customer data is stored or which privacy laws apply.
- Official source
- Organization scale
- 190,820 employees · parent company, as of 31 Dec 2025
- The figure covers the stated organization, not the product team or its support capacity.
- Official source
How the platform evolved
Follow verified launches, ownership changes, major releases, and pricing changes from official sources.
-
Google Analytics added source group reporting.
Official source -
Google Analytics 4 launched.
Official source -
Google Analytics launched.
Official source -
Urchin Software Corporation was acquired by Google.
Official source
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
Important considerations
GA4 has a steep reporting and consent-configuration learning curve; Analytics 360 pricing is not public and standard properties have lower limits.
Integrations
Google Ads, BigQuery, Shopify
Capabilities
Fact check
We checked this information against official vendor sources on 2026-08-08. Official source
Google Analytics (GA4) alternatives
Wix's built-in website analytics combines traffic, behavior, revenue, real-time activity, session recordings, AI-assisted questions, AI visibility, and growth reporting inside the Wix dashboard.
A privacy-focused analytics suite available in self-hosted and cloud editions, designed for organizations that need full data ownership, governance controls, and extensible analytics across websites and apps.
A digital experience analytics suite for web and mobile that combines session replay, heatmaps, funnels, journey and product analytics, surveys, revenue insights, error monitoring, AI summaries, and enterprise data feeds.