• GA4 is free to use
  • Many functionalities
  • The reports are customisable
  • Large community
  • Extensive documentation
  • GA4 is easily scalable
  • Simple & Intuïtive
  • User segmentation
  • Data visualisations
  • Feature Analytics
  • Steep learning curve
  • Implementation can be hard
  • Inaccurate data sampling
  • UI is not easy to use
  • Dashboard customisation
  • Limited free plan
  • User support access
  • Pricing transparency

Pricing information

Starting Price
GA4 360$50k+ per year
GrowthOn req.
EnterpriseOn req.
Free trial period
Free plan
Free plan

Account Management

Trackable Items
User Seats

Data Processing

Data Center Locations
Software Hosting
Data Ownership
Google Analytics 4
Data Freshness
Data Retention
Unsampled Data
Explorations might use sampled data
Data Import
Import cost, offline or user/client ID data
Via SDK, API, GCS, AWS & more
Data Export
With sheets, BigQuery or API
To GCS, BigQuery, Redshift & more
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Alerts & Automation

Uptime Monitoring
Custom Alerts
Custom insights, in interface or via email
Email Reports
Recurring shared reporting
Subscribe to dashboard for daily reports


Trend Reporting
Device Reporting
Device type, browser, OS and more
Funnel Reporting
Customisable funnel exploration
Flexible funnels to analyse conversion, time to convert & more
User Flow Reporting
Flexible Sankey chart exploration
Standard & reverse Sankey charts
Segment creation and overlap exploration
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Retention Analysis and Lifecycle charts
Attribution Reporting
Attribution models comparison
Ecommerce Reporting
Extensive e-commerce reports
Elaborate Ecommerce reporting

User Experience Features

GA4 does not offer heatmaps
Session Recordings
GA4 does not offer recordings
A/B Testing
A/B testing & feature flagging with Amplitude Experiment
User Feedback


Custom Dimensions
25 user-scoped & 50 event-scoped dimensions
Custom Metrics
50 event-scoped metrics
20 custom formulas to create the metric you need
Custom Reports
All reports are customisable
Custom Events
25 parameters per event
Create a custom event from existing events
GA4 doesn't have annotation options


Support description
Support is available via chat and the support center.
The support of Amplitude consists of a ticketing system, an extensive knowledge base, a community and email support depending on your plan.
Support Options

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