Standard
The free version of Google Analytics know as GA4.
- Lower limits for data collection & processing
- 24 hours data freshness
- Community support
- Up to 25 parameters per event
- Up to 50 event scoped custom dimensions
Price
Free
About Google Analytics 4
Improve your website’s customer experience with free digital analytics. Google Analytics gives companies insights into their websites, their audiences, and their online marketing efforts. Analytics helps marketers find the messaging and channels that generate the right results by being powerful, flexible, and easy to use. Using state-of-the-art conversion attribution and testing tools, companies of all sizes can optimize their digital strategies and build a better user experience. Take advantage of Google’s user insights. Understand your website users to better evaluate the performance of your content and products. Find out what’s working and fix what’s not. Let Google Analytics work for you, whether your business is big or small.
Customisability
GA4 might not look that impressive out of the box, but once you start customizing it to your needs, that can change quickly. With the ability to change every standard report plus the explorations feature, you are able to display all the metrics that you want in the reports that you want. This makes this free web analytics tool quite flexible compared to some of its competitors.
An overview of GA4
Wrap up: what do we think?
Overall, apart from some privacy concerns and a steep learning curve, GA4 is a good option to consider when choosing a web analytics tool. It’s free, flexible, comes packed with tonnes of features, and has a large community around it. Other advantages include explorations, an event stream to BigQuery and of course the Google Ads integration.
Pros
- GA4 is free to use
- Many functionalities
- The reports are customisable
- Large community
- Extensive documentation
- GA4 is easily scalable
Cons
- Steep learning curve
- Implementation can be hard
- Inaccurate data sampling
- UI is not easy to use
Software type
We classified Google Analytics 4 as Marketing Analytics. In addition, Google Analytics 4 is proprietary software.
Software details
Product of Google LLC
Headquartered in
Mountain View, United States
Founded in 2005
Google Analytics 4 Pricing
*Additional taxes may apply depending on your country.
Support
Support is available via chat and the support center.
Support options
Support hours
Support languages
40+ languages
Account Management
Trackable Items
100sites or apps
User Seats
Unlimited
User Roles
Viewer, Analyst, Marketer, Editor, Admin
Account Security
Data Processing
Data Center Locations
- European Economic Area (EEA)
- United Kingdom
- United States
Software Hosting
Data Ownership
Google LLC
Data Freshness
24 hours
Data Retention
Customizable up to 14 months
Unsampled Data
Explorations might use sampled data
Data Import
Import cost, offline or user/client ID data
Data Export
With sheets, BigQuery or API
Compliance
Cookieless
Google Analytics relies on first-party cookies.
Alerts & Automation
Uptime Monitoring
Custom Alerts
Custom insights, in interface or via email
Email Reports
Recurring shared reporting
Integrations
50+ like Google Optimze, Google Ads, Google Search Console
Reporting
Trend Reporting
Device Reporting
Device type, browser, OS and more
Funnel Reporting
Customisable funnel exploration
User Flow Reporting
Flexible Sankey chart exploration
Segmentation
Segment creation and overlap exploration
Cohort Reports
Cohort exploration
Retention Reporting
Combined with CLTV metrics
Attribution Reporting
Attribution models comparison
Ecommerce Reporting
Extensive e-commerce reports
User Experience features
Heatmaps
GA4 does not offer heatmaps
Session Recordings
GA4 does not offer recordings
A/B Testing
User Feedback
Customizability
Custom Dimensions
25 user-scoped & 50 event-scoped dimensions
Custom Metrics
50 event-scoped metrics
Custom Reports
All reports are customisable
Custom Events
25 parameters per event
Annotations
GA4 doesn't have annotation options
FAQ
Is your question not listed? Reach out to us and we'll look into it right away.
3 Reviews
What do you like?
A love Google Analytics. This tool brings you incredibly powerful data to make decisions on and grow your business with. A must have for every online marketer to get more insights about your users and website usage, to track marketing campaigns, landing pages and goals, and track down website errors. I like how Google offers free online courses (from beginner to expert) and demo accounts to educate yourself.
What do you dislike?
Google Analytics can be tricky to get used to after working with Universal Analytics for a long time. Some features that I was used to are missing or different. However, Google is doing a good job of listening to its users and is releasing new (feature) updates weekly, if not daily.
What do you like?
It is customizable, which makes it personal and it gives me control on how to use it. It is very event-based, this makes it challenging but also pushes me to track better, to think about what I want to set up. In summary, GA4 is cool to use when everything is set up. If all reports are "programmed", I actually need to spend only a few minutes and I have a data-rich reports, which are client related with personal KPI's.
What do you dislike?
It takes a huge effort to learn and practice. I have been working with UA for quite for years now and the approach of GA4 is different. It lacks a tutorial and there is not much help out there yet on how to set it up. Implementing tags/events seems a bit techy and a lot of errors occur when testing. It is hard to figure out where are the mistakes and how to fix it.
The data layers of every website can be different, meaning there are no one-stop shop solutions to set everything up. Besides that, GA4 seems a bit empty when I start a new account. There needs to be done a lot to actually make practically use of it. I would recommend to use and practice as soon as possible because I personally needed 6 months extensive use to finally get it.
What do you like?
Because I worked with UA the setup was familiar. It is very customizable and has integrations with my other Google tools. Also, the amount of training material online is vast, which makes it easy to get help when you are stuck.
What do you dislike?
It has quite the learning curve and does not come with great reports out of the box. Also implementing events can be difficult for a beginner.