Google Analytics
Free web analytics at massive scale.
- Starting price
- Free
- Free plan
- Yes
- Free trial
- No
- G2 score
- 4.5/5
- Capterra score
- 4.7/5
Overview
Google Analytics 4 is the default measurement layer of the web, free at a scale no rival matches and wired directly into Google Ads and Search Console. Its event-based model is powerful once configured, but the migration from Universal Analytics left many users relearning basics, and reports that once took two clicks now take five. Privacy regulations add consent complexity in Europe. It remains the pragmatic default — with a steeper curve than its price suggests.
Who it’s best for
Key features
- Traffic reports
- Events
- Audiences
- Conversions
Google Analytics pricing
Google Analytics offers a free plan.
Pros and cons
Pros
- ✓Free
- ✓Ubiquitous integrations
- ✓Powerful segments
Cons
- ✗GA4 learning curve
- ✗Privacy/consent overhead
Top Google Analytics alternatives
See all Google Analytics alternatives →
Frequently asked questions
How much does Google Analytics cost?
Google Analytics offers a free plan.
Is Google Analytics any good?
Google Analytics holds a 4.5/5 rating across 23,900 reviews. Users highlight its free.
What are the best Google Analytics alternatives?
Top alternatives include Skills Marketplace by Databox, Plausible, Kobbe. Skills Marketplace by Databox is the highest rated at 4.8/5.