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Rating

4.5/5

Summary

A customisable and free web analytics tool. Get insights into user behavior with an event-based tracking model, and know what drives sales and traffic with extensive attribution methods.

The only digital insights platform that gives you complete understanding of your customers’ digital journeys, so you can quickly improve conversion, retention, and customer delight.

Optimize your website with certainty, not assumption. Watch real user journeys, with automatic Friction Scores that detects where to focus first.

A simple but powerful real-time web analytics tool that helps you track, analyse and understand your visitors. It features click fraud detection and session playback.

Pros

GA4 is free to use
Many functionalities
The reports are customisable
Large community
Extensive documentation
GA4 is easily scalable

It is easy to implement
It has data science capabilities
Reports are easy to build
Interface is user-friendly

Intuitive dashboards
Great filtering
Possibility to tag elements
Helpfull support
Automatic form tracking
User feedback surveys

Easy to use
Google Ads integration
Great session playback
Click fraud detection
Visitor alerts

Cons

Steep learning curve
Implementation can be hard
Inaccurate data sampling
UI is not easy to use

Tech support is quite basic
Difficult to share dasboards
Onboarding could be improved

Lack of insight for Iframe recordings
Funnels could be improved
You run into credit limit quite fast

Limited free plan

Pricing information

Starting Price

Standard	Free
GA4 360	$50k+ per year

Free	Free
Growth	On req.
Pro	On req.
Premier	On req.

Free	Free
Starter	€39 p/m
Growth	€129 p/m
Business	€259 p/m
Pro	€499 p/m
Enterprise	On req.

Free	Free
100k Page Views	€9+ p/m
250k Page Views	€19+ p/m

Free trial period

Free plan

14 days

30 days

Account Management

Trackable Items

100

User Seats

Unlimited

Account Security

Single Sign-on
Two-factor Authentication

Single Sign-on
Two-factor Authentication

Single Sign-on
Two-factor Authentication

Single Sign-on
Two-factor Authentication

Data Processing

Data Center Locations

European Economic Area (EEA)
United Kingdom
United States

European Economic Area (EEA)
United States

European Economic Area (EEA)

European Economic Area (EEA)

Software Hosting

Public Cloud
Private Cloud
On-Premise

Public Cloud
Private Cloud
On-Premise

Public Cloud
Private Cloud
On-Premise

Public Cloud
Private Cloud
On-Premise

Data Ownership

Google Analytics 4

You

Mouseflow

Statcounter

Data Freshness

4-8 hours (most reports), up to 24-48 hours

Realtime

Data Retention

Customizable up to 14 months

12 months

Unlimited*

Data Sampling

Explorations might use sampled data

Data Import

Import cost, offline or user/client ID data

through integrations

Import Google keyword data

Data Export

With sheets, BigQuery or API

Via CSV or API

via CSV or to third-party tools by ID push

To a spreadsheet or other third party software.

Compliance

GDPR
CCPA

GDPR
CCPA
HIPAA

GDPR
CCPA

GDPR

Cookieless

Google Analytics relies on first-party cookies.

Heap relies on first-party cookies

Mouseflow uses first-party cookies

Statcounter uses cookies

Alerts & Automation

Custom Alerts

Custom insights, in interface or via email

Via Slack or email

Via web hook

Important visitor alerts

Email Reports

Recurring shared reporting

Schedule regular emails for important charts

Hourly, daily, or weekly emails

Detailed, mobile-friendly reports

Reporting

Trend Reporting

Simple visitor trend graphs

Device Reporting

Device type, browser, OS and more

Filter by device type, OS, browser & screen resolution

Device type, browser, OS & screen resolution

Funnel Reporting

Customisable funnel exploration

With quantitative measurement of user friction & step suggestions

Simple funnel report, watch recordings from converters

User Flow Reporting

Flexible Sankey chart exploration

Sankey chart with path comparison

Simple ordered list of pages visited

Segmentation

Segment creation and overlap exploration

Quickly identify patterns in user behavior

Segment users to filter heatmaps & recordings

Cohort Reports

Cohort exploration

Retention Reporting

Combined with CLTV metrics

Attribution Reporting

Attribution models comparison

Track UTM parameters or initial referrer sources

Simple referral & UTM sources

Ecommerce Reporting

Extensive e-commerce reports

Easy setup with eCommerce Activation Kit

User Experience Features

Heatmaps

GA4 does not offer heatmaps

Click, movement, scroll, attention, live & geo heatmaps

Session Recordings

GA4 does not offer recordings

Automatically filters relevant replays

Elaborate filtering & livestream options

Recordings with many filtering options

A/B Testing

User Feedback

Track NPS score events in surveys

Custom triggered text, multiple choice & NPS ratings

Customizability

Custom Properties

25 user-scoped & 50 event-scoped dimensions

Custom Metrics

50 event-scoped metrics

Custom Reports

All reports are customisable

Automatic form tracking

Custom Events

25 parameters per event

Custom tagging of recordings

Max 5 custom tags + values per page

Annotations

Notes feature added in 2024

Support

Support description

Support is available via chat and the support center.

Heap offers extensive documentation and access to their in-depth collection of Heap University courses to get up and running. Need more help? Join the community or contact their knowledgable support staff through email.

Mouseflow provides support in four languages and through phone, email, and an extensive knowledge base

Statcounter offers various support options like phone, email, live chat, and an extensive knowledge base.

Support Options

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community

Phone
Email
Live Chat
Ticketing system
Knowledge base
Community