Google Analytics 4
Google's free web analytics tool, the standard baseline for tracking ecommerce traffic, funnels and purchases.
- Best for
- Free baseline site and funnel analytics
- Pricing
- Free (paid GA4 360 for enterprise)
- Price
- Free plan
What Google Analytics 4 does
GA4 tracks site traffic, ecommerce events and conversion funnels at no cost and feeds audiences to Google Ads. It is the review leader in this list with 6,800+ G2 reviews. It does not calculate profit or blend ad spend from other networks, so brands often add a tool like Triple Whale or Polar.
Pricing
| Pricing model | Free (paid GA4 360 for enterprise) |
|---|---|
| Starting price | Free plan |
From Google Analytics 4's public pricing. Confirm current rates on their site.
Pros and cons
- Free
- 6,800+ G2 reviews at 4.5
- Native Google Ads link
- No profit or cross-channel spend view
- Steep learning curve
Key features
Ratings
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Verified client reviews
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Review Google Analytics 4
Sources
Facts on this page come from public sources we checked on Oct 27, 2026. Spot something out of date? Send a correction.
Where Google Analytics 4 ranks
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Google Analytics 4 FAQs
What is Google Analytics 4?
Google Analytics 4 is a google's free web analytics tool, the standard baseline for tracking ecommerce traffic, funnels and purchases. Core services: Web and app analytics, Ecommerce event tracking, Funnel exploration, Google Ads integration, Programmatic display and video.
How much does Google Analytics 4 cost?
Google Analytics 4 has a free plan, with paid tiers on a free (paid ga4 360 for enterprise) basis. Prices come from public pricing pages; confirm current rates before you sign.
Who is Google Analytics 4 best for?
Google Analytics 4 is best for free baseline site and funnel analytics.
What are the pros and cons of Google Analytics 4?
Pros: free; 6,800+ G2 reviews at 4.5; native Google Ads link. Cons: no profit or cross-channel spend view; steep learning curve.
What are the best Google Analytics 4 alternatives?
BestAdAgency ranks Google Analytics 4 #2 in Ecommerce Analytics Tools, #3 in Amazon DSP vs The Trade Desk vs DV360, #50 in Top 50 Ecommerce Software & Tools. Each of those lists compares Google Analytics 4 with its closest alternatives on results, specialty fit, pricing transparency and reviews.