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Head-to-head · Web Analytics Tools

Google Analytics vs Amplitude

  • Updated Nov 2026
  • Both researched from official sources
  • 6 checks side by side
Higher score Google Analytics #1 in Web Analytics Tools 9.4/10 Free plan Free plan✓ 4 of 5 features Visit Analytics
Amplitude #5 in Web Analytics Tools 8.8/10 Free plan Free plan✓ 5 of 5 features Visit Amplitude

Google Analytics leads on 0 checks, Amplitude on 0, and 6 are even. Who comes out ahead on the 6 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreGoogle Analytics · 9.4/10
  • Free planboth
  • Most featuresAmplitude · 5 of 5

Google Analytics scores higher on our rubric for web analytics tools: 9.4 against 8.8 out of 10; our editors rank them #1 and #5.

On data retention, Amplitude gives you Extended where Google Analytics offers Limited.

Google Analytics is the better fit for broad, cross-platform analytics at no cost. Amplitude is the better fit for mature product analytics and experimentation.

  • Google Analytics fits best

    Broad, cross-platform analytics at no cost

  • Amplitude fits best

    Mature product analytics and experimentation

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Side by side

Feature Google Analytics 9.4/10 Visit ↗ Amplitude 8.8/10 Visit ↗
At a glance
Editor score 9.4 8.8
Ranking #1 in Web Analytics Tools #5 in Web Analytics Tools
Best for Broad, cross-platform analytics at no cost Mature product analytics and experimentation
Pricing model Free plan + paid Free plan + paid
Starting price — —
Free plan ✓ ✓
Free trial — —
Deployment Cloud, Mobile Cloud, Mobile
Platforms Web, iOS, Android Web, iOS, Android
Support Docs, Community Docs
Integrations 9 integrations 159+ integrations
Built for Small business, Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Google Analytics 4/5 · Amplitude 5/5
Event tracking ✓ ✓
Conversion funnels ✓ ✓
Session recordings Not checked yet ✓ (best)
Ecommerce tracking ✓ ✓
API access ✓ ✓
Specs
Monthly visitor limit Not checked yet Not checked yet
Data retention Limited Extended
Our review
Pros
  • Free GA4 properties support website and app measurement
  • Funnel, path, cohort, attribution, and ecommerce reporting
  • Extensive Google integrations plus BigQuery export and API access
  • Permanent Free plan includes 2 million events per month
  • Combines funnels, retention, replay, ecommerce, and experimentation
  • Supports web, mobile, APIs, and six listed integrations
Cons
  • Standard properties retain data for up to 14 months
  • Analytics 360 uses sales-led enterprise purchasing
  • Broad capabilities may require configurable event collection
  • Free plan limits events and monthly session replays
  • Advanced controls require Growth or Enterprise
  • Growth and Enterprise use custom event-based pricing
Our verdict

Google Analytics is a web and app analytics platform for businesses, marketers, and product teams. GA4 properties collect interactions from websites and applications, then organize them into reports covering acquisition, engagement,…

Read the review →

Amplitude is a digital analytics platform for product, marketing, data, and engineering teams. It collects behavioral events from web, mobile, server, and connected data sources, then brings together product and web analytics, funnel…

Read the review →
  1. Google AnalyticsWeb Analytics Tools 9.4Free plan
  2. AmplitudeWeb Analytics Tools 8.8Free plan

Strengths and trade-offs

  • Google Analytics — where it wins

    • Free GA4 properties support website and app measurement
    • Funnel, path, cohort, attribution, and ecommerce reporting
    • Extensive Google integrations plus BigQuery export and API access

    Where it doesn't

    • Standard properties retain data for up to 14 months
    • Analytics 360 uses sales-led enterprise purchasing
    • Broad capabilities may require configurable event collection

  • Amplitude — where it wins

    • Permanent Free plan includes 2 million events per month
    • Combines funnels, retention, replay, ecommerce, and experimentation
    • Supports web, mobile, APIs, and six listed integrations

    Where it doesn't

    • Free plan limits events and monthly session replays
    • Advanced controls require Growth or Enterprise
    • Growth and Enterprise use custom event-based pricing
  • Google Analytics9.4/10 · Free plan

    A broad, no-cost analytics platform covering web, app, marketing, and ecommerce measurement.

    Visit AnalyticsFull verdict →
  • Amplitude8.8/10 · Free plan

    Deep product analytics with replay, experimentation, ecommerce, AI, and a permanent free plan.

    Visit AmplitudeFull verdict →

More comparisons

All web analytics tools comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Nov 2026

Last updated · How we research and update