Google Analytics 4 review

Google Analytics 4 is the most capable free tool here, which is why it ranks second despite a steeper learning curve. It collects events from websites and apps into one property and offers acquisition, engagement, ecommerce and real-time reports. Google's machine learning adds predictive audiences, such as likely purchasers, and surfaces unusual changes automatically. Attribution is a real strength: data-driven attribution, conversion path and model comparison reports show how each channel contributes, and audiences and conversions flow straight into Google Ads. Explorations let analysts build funnels, path analyses and cohorts, and BigQuery export gives raw data for deeper work. The limits matter for some sites. Free properties keep event data for up to 14 months, allow 100 audiences and 30 key events, and sample explorations above 10 million events per query. Higher limits, unsampled results and service level agreements require Analytics 360, which Google sells through its sales team.

Who it is for

Marketing teams that buy Google Ads and need attribution, explorations and audiences at no cost.

Price

Free; Analytics 360 for enterprises is priced through Google sales.

Google Analytics gives you the tools, free of charge, to understand the customer journey and improve marketing ROI.
Quoted from the vendor pricing page on November 5, 2026.

Key features

• Acquisition, engagement and monetization reports plus real-time reporting
• Predictive audiences and automatic insights from Google's machine learning
• Data-driven attribution, conversion paths and model comparison reports
• Explorations for funnels, paths, cohorts, segment overlap and user lifetime
• Free BigQuery export and integrations with Google Ads, Search Console and Display & Video 360

Strengths and weaknesses

• Strength: Free for most sites, with Analytics 360 available for larger needs
• Strength: Deepest attribution and advertising integration in this list
• Strength: Measures websites and apps in one property
• Weakness: Event data retention is limited to up to 14 months on the free version
• Weakness: Explorations are sampled above 10 million events per query
• Weakness: Reports take more training than one-page dashboards

Key facts

• Price: Free; Analytics 360 through sales
• Data retention: Up to 14 months
• Audiences per property: 100
• Key events per property: 30

Where it ranks

Google Analytics 4 is No. 2 in our Best Website Analytics Tools verdict.