• GA4 is free to use
  • Many functionalities
  • The reports are customisable
  • Large community
  • Extensive documentation
  • GA4 is easily scalable
  • Great segmentation
  • Good video tracking
  • Customizable
  • Easy report creation
  • Steep learning curve
  • Implementation can be hard
  • Inaccurate data sampling
  • UI is not easy to use
  • Pricing can be quite steep
  • Tech support can be improved
  • Can be difficult to implement
  • Can be challenging to get educated

Pricing information

Starting Price
GA4 360$50k+ per year
SelectOn req.
PrimeOn req.
UltimateOn 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
Adobe Analytics
Data Freshness
Data Retention
Unsampled Data
Explorations might use sampled data
Some Audience Manager reports display results sampled data
Data Import
Import cost, offline or user/client ID data
Though data sources, API or data connectors
Data Export
With sheets, BigQuery or API
Through data feeds, a data warehouse or FTP and SFTP
Google Analytics relies on first-party cookies.
Adobe uses tracking cookies

Alerts & Automation

Uptime Monitoring
Custom Alerts
Custom insights, in interface or via email
Via e-mail or SMS
Email Reports
Recurring shared reporting
Flexible scheduled reporting


Trend Reporting
Device Reporting
Device type, browser, OS and more
Device types, OS, OS versions & mobile carriers
Funnel Reporting
Customisable funnel exploration
Bar chart funnel report
User Flow Reporting
Flexible Sankey chart exploration
Fallout & Flow (Sankey chart) reports
Segment creation and overlap exploration
Advanced segments with Segment builder & Segment manager
Cohort Reports
Cohort exploration
Churn, rolling & latency tables
Retention Reporting
Combined with CLTV metrics
Retention cohort report
Attribution Reporting
Attribution models comparison
Apply to metrics, breakdowns or compare models
Ecommerce Reporting
Extensive e-commerce reports
Very flexible ecommerce reporting

User Experience Features

GA4 does not offer heatmaps
Called activity map
Session Recordings
GA4 does not offer recordings
A/B Testing
User Feedback


Custom Dimensions
25 user-scoped & 50 event-scoped dimensions
Custom Metrics
50 event-scoped metrics
Unlimited calculated metrics
Custom Reports
All reports are customisable
Reports in Analysis workspace are customisable
Custom Events
25 parameters per event
Up to 1.000 success events
GA4 doesn't have annotation options
Available in Workspace


Support description
Support is available via chat and the support center.
The support of Adobe Analytics consists of an expansive knowledge base and an online community. Phone and chat options exist for certain user types. Besides that, they offer many training options and tutorials.
Support Options

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