• 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
  • 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

Pricing information

Starting Price
GA4 360$50k+ per year
Growth$25+ p/m
EnterpriseOn 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
Data Freshness
Data Retention
Unsampled Data
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
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Mixpanel relies on first-party cookies

Alerts & Automation

Uptime Monitoring
Custom Alerts
Custom insights, in interface or via email
Hourly, daily, or weekly base on event threshold
Email Reports
Recurring shared reporting
Same as custom alerts


Trend Reporting
Device Reporting
Device type, browser, OS and more
Funnel Reporting
Customisable funnel exploration
Funnel trend, time to convert & frequency visualisations
User Flow Reporting
Flexible Sankey chart exploration
Sankey chart with selected, immediate & drop off events
Segment creation and overlap exploration
Automatically find interesting segments & receive per email
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
Ecommerce Reporting
Extensive e-commerce reports
Option to track purchases but no special reporting

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
Max 255 properties per event
Custom Reports
All reports are customisable
Unlimited custom dahboards & reports
Custom Events
25 parameters per event
Combine events into a custom event
GA4 doesn't have annotation options
Directly on the linechart in Insights


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.
Support Options

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