Google Analytics 4
Google web and app analytics with machine learning insights and predictive audiences.
Starting price Free
Tool Information
Google Analytics measures how customers interact across sites and apps, with shareable reports, built in automation, flexible reporting and cross platform attribution. Google says machine learning helps uncover new insights and anticipate future customer actions.
It integrates with Google Ads, Search Ads 360, Display and Video 360, Google Cloud and Google Search Console. Google describes the tools as free of charge and lists Analytics 360 for advanced needs without pricing.
What users say elsewhere
A summary of patterns across popular review sites and community discussions
- Free of charge
- Cross platform measurement
- Google Ads integration
- ML insights and predictions
- Setup takes learning
- Analytics 360 price not listed
- Reports can be complex
- Privacy setup needed
Alternatives to consider
Other tools worth comparing, based on how teams typically choose between them
Is this a fit for your team?
How much setup and in-house expertise this tool needs, and how much you would depend on outside help
Independence checks 3 of 5 met, 2 unknown
✓Can start on your own. Free to start, easy signup with a Google account.
?Works without marketing know-how. Setup and reports take learning.
✓Your team can run it day to day. Works for small teams.
?Low risk of costly mistakes. Low risk, read only measurement.
✓Affordable to start small. Described as free of charge.
Small teams wanting free website and app measurement tied to Google Ads.
Teams needing simple privacy first analytics without configuration.
Video tutorials
A few walkthroughs to see the tool in action before you commit
Frequently asked questions
Practical answers, plus what users report on review sites
Google Analytics 4 shows how people find and use your website or app, such as which channels bring visitors and which pages lead to sales. It helps you judge whether your marketing is working. It is the current version of Google's analytics product.
Analytify says GA4 is free, which makes it a common starting point for small teams. The interface can be hard to learn, and free reports have limits such as sampling on large datasets. Many small sites pair it with a simpler reporting view.
Analytify states that standard GA4 is free and that Google Analytics 360 starts around $50,000 per year, which Matomo's blog also says. Most small businesses will not need 360. Confirm current terms on Google's site.
Per Analytify, free GA4 offers event tracking, key events, audiences and exports within limits such as 50 custom dimensions and 14 months of data retention in some reports. 360 raises those limits. We could not confirm the full report list from Google.
It helps rather than replaces. It gathers data and shows reports, but you must set up tracking and decide what to do. Misconfigured tracking is a common cause of bad numbers.
Analytify's page discusses BigQuery export and API access, but its own text is inconsistent about whether free GA4 includes BigQuery. We could not confirm the integration list, so check Google's documentation for your ad and CMS tools.
Check your data retention setting and the limits on custom dimensions and audiences. Confirm that tracking is set up correctly and consent rules are met. Note that Analytify sells a WordPress plugin, so treat its comparisons with care.
Pricing
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