Google Analytics
Google Analytics: A broad, no-cost analytics platform covering web, app, marketing, and ecommerce measurement. Ranked #1 of 139 in Web Analytics Tools by our editors (9.4/10); pricing: Free plan; best for broad, cross-platform analytics at no cost.
At a glance
- Editor score9.4 / 10
- PricingFree plan
- Best forBroad, cross-platform analytics at no cost
- Free planYes
- Event trackingYes
- Facts checked20 Sep 2026
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
Our verdict on Google Analytics
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, conversions, monetization, attribution, and user behavior. It fits organizations that need one measurement system across web, iOS, and Android, with API access for connected workflows.
The standard Google Analytics plan provides GA4 properties without charge and includes event-based measurement, real-time reporting, funnel and path exploration, audience creation, ecommerce reporting, predictive capabilities, and modeled insights. It also supports cross-platform attribution and conversion paths. Standard properties retain data for up to 14 months, with selectable retention options of 2 or 14 months. Analytics 360 adds higher data collection, reporting, retention, BigQuery export, and support limits for enterprise customers, and is available through Google Marketing Platform sales or sales partners.
Its ecosystem fit is a major strength. Google Analytics connects with Google Ads, Search Ads 360, Display & Video 360, Google Cloud, Search Console, Firebase, AdSense, Ad Manager, BigQuery, and Google Tag Manager. The product also offers configurable event collection and API access, giving teams room to adapt measurement across marketing, product, and commerce use cases. Choose it when broad web-and-app coverage, Google integrations, and no-cost access are priorities. Organizations needing longer retention or higher enterprise limits should consider Analytics 360 instead of relying on standard properties.
Your product? Our editors can test Google Analytics in depth and publish a review, labelled as paid · from $149/mo →
Google Analytics pricing
All 2 Google Analytics plans and prices →
Google Analytics fact sheet
| Free plan | Yes |
|---|---|
| Paid from | Not verified |
| Monthly visitor limit | Not verified |
| Event tracking | Yes |
| Conversion funnels | Yes |
| Session recordings | Not verified |
| Data retention | Limited |
| Ecommerce tracking | Yes |
| API access | Yes |
| Deployment | Cloud, Mobile |
| Platforms | Web, iOS, Android |
| Support | Docs, Community |
| Built for | Small business, Mid-market, Enterprise (editorial estimate) |
| Integrations | 9 integrations: Google Ads, Search Ads 360, Display & Video 360, Google Cloud, Google Search Console, Salesforce Marketing Cloud … See all → |
| Pricing | Free plan (source) |
| Website | marketingplatform.google.com |
| Facts checked | 20 Sep 2026 |
Google Analytics integrations
Google Analytics lists 9 integrations on its own site.
- Google Ads
- Search Ads 360
- Display & Video 360
- Google Cloud
- Google Search Console
- Salesforce Marketing Cloud
- Google Ad Manager
- Google AdMob
- Google Play
See all Google Analytics integrations →
Alternatives to Google Analytics
- MatomoA broad, privacy-focused analytics platform with free self-hosting and paid expansion tiers.9.2
- Adobe AnalyticsA deep Adobe-centered analytics suite for teams that need behavioral, funnel, and attribution analysis.9.0
- MixpanelA broad product analytics suite with replay, experimentation, APIs, and a free entry tier.8.9
See all Google Analytics alternatives →
Google Analytics vs the competition
- Google Analytics vs Matomo
- Google Analytics vs Adobe Analytics
- Google Analytics vs Mixpanel
- Google Analytics vs Amplitude
- Google Analytics vs Heap
- Google Analytics vs PostHog
Compare Google Analytics with any tool side by side →
Also Ranked In
Google Analytics is ranked in 5 of our directories.
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Featured on iTechGuides
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Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026
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