Marketing · Analytics and attribution

Google Analytics 4

Google's free event-based analytics for websites and apps

Best fit: SME · Mid-market · Enterprise
Visit Google Analytics 4

Pricing · Alternatives · All tools

At a glance

Google Analytics 4 is Google’s web and app analytics platform. It tracks how people find and use your site and which actions they take.

Category
Analytics and attribution
Best fit
SME · Mid-market · Enterprise
Pricing
See pricing below
In Adam’s stack
Yes

Who Google Analytics 4 is best for

Almost any business with a website, especially those running Google Ads, as the free default for traffic and conversion reporting. Pair it with a dedicated product analytics or attribution tool only once you outgrow its reports.

Key features

  • Traffic sources and campaign attribution
  • Events and conversion tracking
  • Audience and engagement reports
  • Free, with an enterprise tier

Why it’s worth it

It shows which channels actually bring you leads, not just visits. Combined with UTM tags, it lets you judge marketing spend on results.

Things to consider

  • The interface and event-based setup have a learning curve, and accurate conversion tracking usually needs Google Tag Manager or developer help
  • Standard properties keep detailed event data for a limited period, so long-range analysis needs BigQuery export or planning
  • Reports can be affected by consent settings, ad blockers and data thresholds on low-traffic sites

Google Analytics 4 pricing

Cost (ex GST), verified by Adam

Free. The enterprise tier, Analytics 360, starts around ≈A$71,500/yr (US$50,000).

Source: PostHog; Analytify. Checked 1 October 2026. Prices change often, so confirm on the vendor’s site before you buy.

Alternatives to Google Analytics 4

Other tools listed under Analytics and attribution. Tools from Adam’s stack are marked.

FAQ

Google Analytics 4: common questions

Is Google Analytics 4 free?

Yes, the standard version of GA4 is free. Large organisations can pay for Google Analytics 360, which adds higher limits, service-level agreements and support.

What is GA4 used for?

GA4 shows where your website visitors come from, what they do on your site and which actions, like form fills or purchases, they complete. It is commonly used to measure marketing campaigns and ad spend.

GA4 vs Matomo?

GA4 is free and integrates tightly with Google Ads, but data is processed by Google. Matomo is a privacy-focused alternative you can self-host, giving you full ownership of your data.

Can’t find a tool that fits?

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