Google Analytics 4
Free, standard, and more than most businesses will use
GA4 tracks visits, sources, and conversions for free and connects to Google Ads and Search Console. The interface is harder than the old version, so many small businesses pair it with a simpler dashboard.
Cost at your size
Google Analytics 4 is free for one seat.
Google Analytics 4 costs the same as the median web analytics tool for one seat ($0).
Figures from the vendor's published prices. How we calculate prices
Getting help with Google Analytics 4
- How to reach them
- Help center: every plan
- Community forum: every plan
- Hours
- Hours not published
Google has a public status page. Status page
From Google's support and pricing pages, October 2026 · checked by us 2026-10-14 · How we gather this
Sources
- support.google.com/analytics/?hl=en, read 2026-10-13
- support.google.com/analytics/answer/3474011?hl=en, read 2026-10-13
- marketingplatform.google.com/about/analytics/, read 2026-10-24
- Help center: “Analytics Help” (support.google.com/analytics/?hl=en)
- Community forum: “Post to the help community Get answers from community members” (support.google.com/analytics/?hl=en)
What reviewers say about Google Analytics 4
- CapterraSee reviews on Capterra
- G2See reviews on G2
- US App Store (iPhone app)4.6 / 5 · 5,250 ratings
- Google Play (Android app)4.0 / 5 · 132,810 ratings
Each site has its own reviewers, so we show the scores side by side and never average them. App ratings cover the mobile app only. Scores read Oct 28, 2026. How we show reviews
Recent changes at Google Analytics 4
- Sep 2026LaunchData filters can now allowlist hostnames so only approved domains send data. support.google.com
- Sep 2026LaunchAdded customizable dashboards to show key numbers on one report. support.google.com
- Jun 2026LaunchCan now link Google Business Profiles in Admin to report local business metrics alongside site and app data. support.google.com
- May 2026LaunchAdded a way to measure traffic arriving from AI assistants such as ChatGPT and Gemini. support.google.com
Picked from Google's own pages and the press, reviewed by us before publishing · checked weekly, last check Oct 26, 2026 · How we pick news
Why people pick it
- Free and universal
- Ads attribution
Where it falls short
- Confusing reports
- Consent banners required in many regions
Alternatives in web analytics
Plausible
From $7.50/mo
One-page analytics with no cookie banner needed
Fathom Analytics
From $15/mo
Privacy-first analytics for up to 50 sites
Contentsquare (formerly Hotjar)
Free
Heatmaps and session recordings to see why visitors leave
Microsoft Clarity
Free
Free heatmaps and session recordings with no traffic limit
Are you Google? Feature Google Analytics 4 at the top of web analytics, or sponsor it in search and the quiz, from $99 a month. You can also manage its links or correct the listing.