Google Analytics 4 vs Microsoft Clarity

Two web analytics tools side by side. Prices are the starting plan a small business would pick, in USD.

Compare	Google Analytics 4Google	Microsoft ClarityMicrosoft
In one line	Free, standard, and more than most businesses will use	Free heatmaps and session recordings with no traffic limit
Starting price	Free	Free
Six-person team	$0/mo	$0/mo
Plans	Free; Analytics 360 is a separate paid product	Free; no traffic limits
Pricing model	Free	Free
Free trial	—	—
Users	Unlimited	Unlimited
Integrations	Google Ads, Search Console, Shopify, WordPress, everything	Google Analytics, WordPress, Shopify, Wix
Team size	Just me · 2–10 people · 11–50 people · 51–200 people	Just me · 2–10 people · 11–50 people · 51–200 people
Available in	US · UK · CA · AU	US · UK · CA · AU
Phone support	None listed	None listed
Live chat	None listed	None listed
Support hours	Not published	Not published
Incidents posted	Google has a public status page. Status page	We found no public status page for Microsoft.
Capterra score	See reviews on Capterra	4.8 / 5 from 57 reviews
Fit: Retail shop	70	60
Fit: Restaurant or café	65	50
Fit: Service business	80	70
Fit: Agency or studio	90	80
Fit: Trades or contractor	70	50
Fit: Online store	90	85
Why people pick it	Free and universal Ads attribution	Completely free Recordings and heatmaps
Where it falls short	Confusing reports Consent banners required in many regions	Needs a consent banner in the UK and EU No funnels or revenue reports
	Visit Google Analytics 4 ↗	Visit Microsoft Clarity ↗

Six-person prices are what a team of six would pay on the published plans; "Not listed" means those plans don't cover six. How we calculate prices