Google Analytics
Google Analytics is the default analytics tool for websites, partly because it's free and partly because Google's ad ecosystem integrates with it.
Our verdict
Who it's for
The free analytics standard that tracks most websites
Who should look elsewhere
GA4 learning curve
Pros
- +Free and powerful
- +Industry standard
- +Deep Google Ads integration
- +Comprehensive data
- +Wide adoption
Cons
- −GA4 learning curve
- −Privacy concerns (GDPR)
- −Data sampling at scale
- −Complex for beginners
- −Can slow site down
Key features
- ✓Event tracking
- ✓Audience building
- ✓Conversion tracking
- ✓Google Ads integration
- ✓Reports
- ✓BigQuery export
Pricing
| Plan | Price | Billing | Notes |
|---|---|---|---|
| Free | $0 | month | Standard GA4; Unlimited properties; 14-month data retention |
| Analytics 360 | — | month | Starting ~$50K/year; Higher data limits; 50-month retention |
Integrations
Google Drive