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Rating
4.5/5
4/5
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.
Powerful, self-serve product analytics to help you convert, engage, and retain more users. Build funnels, see top user flows, create cohorts, and more with just a few clicks.
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.
A website optimization tool to analyze visitor's behavior across email & ad campaigns. Investigate buyers' journeys, identify audience segments present across webpages, and spot issues.
Pros
  • GA4 is free to use
  • Many functionalities
  • The reports are customisable
  • Large community
  • Extensive documentation
  • GA4 is easily scalable
  • Interface is easy to understand
  • Great support options
  • Reporting is in realtime
  • Good community
  • It is easy to implement
  • It has data science capabilities
  • Reports are easy to build
  • Interface is user-friendly
  • Easy heatmaps
  • Customer feedback surveys
  • Simple but good A/B testing
  • Easy to set up
Cons
  • Steep learning curve
  • Implementation can be hard
  • Inaccurate data sampling
  • UI is not easy to use
  • Event setup requires tech skills
  • Contains hard to discover features
  • Has a steep learning curve
  • Tech support is quite basic
  • Difficult to share dasboards
  • Onboarding could be improved
  • Few intergrations with other tools
  • Easy to hit the max number of snapshots

Pricing information

Starting Price
StandardFree
GA4 360$50k+ per year
FreeFree
EnterpriseOn req.
FreeFree
GrowthOn req.
ProOn req.
PremierOn req.
Basic$29 p/m
Plus$99 p/m
Pro$249 p/m
Enterprise$599 p/m
Free trial period
Free plan
Free plan
Free plan
30 days

Account Management

Trackable Items
100
1
1
Unlimited
User Seats
Unlimited
Unlimited
Unlimited
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)
  • United States
  • United States
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
Mixpanel
You
Crazy Egg
Data Freshness
4-8 hours (most reports), up to 24-48 hours
Realtime
Realtime
Realtime
Data Retention
Customizable up to 14 months
Unlimited
12 months
Between 3 & 24 months depending on the plan
Data Sampling
Explorations might use sampled data
Data Import
Import cost, offline or user/client ID data
Via one-off script or Ingestion API
Data Export
With sheets, BigQuery or API
Via raw data export API
Via CSV or API
Download reports or snapshots as a zipfile or CSV
Compliance
  • GDPR
  • CCPA
  • GDPR
  • CCPA
  • HIPAA
  • GDPR
  • CCPA
  • HIPAA
  • GDPR
  • CCPA
  • HIPAA
  • ePrivacy
Cookieless
Google Analytics relies on first-party cookies.
Mixpanel relies on first-party cookies
Heap relies on first-party cookies
Crazy Egg uses first-party cookies

Alerts & Automation

Custom Alerts
Custom insights, in interface or via email
Hourly, daily, or weekly base on event threshold
Via Slack or email
Email Reports
Recurring shared reporting
Same as custom alerts
Schedule regular emails for important charts
Receive reports or Snapshots by mail

Reporting

Trend Reporting
Device Reporting
Device type, browser, OS and more
See which device the user used
Funnel Reporting
Customisable funnel exploration
Funnel trend, time to convert & frequency visualisations
With quantitative measurement of user friction & step suggestions
User Flow Reporting
Flexible Sankey chart exploration
Sankey chart with selected, immediate & drop off events
Sankey chart with path comparison
Segmentation
Segment creation and overlap exploration
Automatically find interesting segments & receive per email
Quickly identify patterns in user behavior
Segment users by device, location, etc.
Cohort Reports
Cohort exploration
User cohorts of users to filter reports
Retention Reporting
Combined with CLTV metrics
Retention curves, trends & user cohort buckets
Attribution Reporting
Attribution models comparison
Simple UTM tracking with "first touch" attribution
Track UTM parameters or initial referrer sources
By means of referral tracking
Ecommerce Reporting
Extensive e-commerce reports
Option to track purchases but no special reporting
Easy setup with eCommerce Activation Kit

User Experience Features

Heatmaps
GA4 does not offer heatmaps
Heatmap, scrollmap, confetti report, overlay & list
Session Recordings
GA4 does not offer recordings
Automatically filters relevant replays
A/B Testing
Experiments
With realtime results
User Feedback
Track NPS score events in surveys
Surveys, NPS scores & ratings

Customizability

Custom Properties
25 user-scoped & 50 event-scoped dimensions
Custom tagging for segmenting users
Custom Metrics
50 event-scoped metrics
Max 255 properties per event
Custom users variables
Custom Reports
All reports are customisable
Unlimited custom dahboards & reports
Custom Events
25 parameters per event
Combine events into a custom event
Annotations
Notes feature added in 2024
Directly on the linechart in Insights

Support

Support description
Support is available via chat and the support center.
Mixpanel offer extensive documentation and knowledgable support through a ticketing system. They have a support email address but regular support requests are directed to the ticketing system. Join their Slack group for community access.
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.
Crazy Egg offers an extensive knowledge base, a ticketing system, and email as their support options. For the plus, pro, and enterprise plans it offers priority support.
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
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