• GA4 is free to use
  • Many functionalities
  • The reports are customisable
  • Large community
  • Extensive documentation
  • GA4 is easily scalable
  • Privacy friendly
  • Easy to use
  • Customer support
  • Ad-blocker bypassing
  • Steep learning curve
  • Implementation can be hard
  • Inaccurate data sampling
  • UI is not easy to use
  • No data import
  • Short free trial
  • Limited features

Pricing information

Starting Price
GA4 360$50k+ per year
100k page views$14 p/m
200k page views$24 p/m
500k page views$44 p/m
1 Million page views$54 p/m
2 Million page views$74 p/m
Free trial period
Free plan
30 days

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
No, but GA importer is being build
Data Export
With sheets, BigQuery or API
Yes, but UTMs are currently not part of exports
Google Analytics relies on first-party cookies.
Fathom is cookieless by default.

Alerts & Automation

Uptime Monitoring
By SMS, email, Telegram or Slack
Custom Alerts
Custom insights, in interface or via email
Email Reports
Recurring shared reporting
Weekly or monthly reporting


Trend Reporting
Device Reporting
Device type, browser, OS and more
Device type, browser & OS
Funnel Reporting
Customisable funnel exploration
User Flow Reporting
Flexible Sankey chart exploration
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
By means of custom events

User Experience Features

GA4 does not offer heatmaps
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
Custom Reports
All reports are customisable
Custom Events
25 parameters per event
Can include: name, ID & value
GA4 doesn't have annotation options


Support description
Support is available via chat and the support center.
Fathom offers extensive support and video walk-throughs. For issues you can always contact their knowledgable email support.
Support Options

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