Web & product analytics. Google Analytics 4

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Marketing web · Marketing analytics (event-based)

Google Analytics 4

Free market standard for traffic and campaign reporting

Verified: 2026-07-03

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Best for

  • marketing, e-commerce and Google ecosystem companies
  • acquisition, campaign paths and ad conversions
  • zero license cost start with solid technical backing

Strengths

  • Fully free standard - powerful to start
  • Native integration with Google Ads, Search Console, YouTube and BigQuery
  • Strong for acquisition, marketing paths and ad conversions
  • Huge community, documentation and tutorials

Weaknesses

  • Requires careful consent, transfer and EU data configuration
  • Standard retention: 2 or 14 months in user explorations
  • Sampling and modeled data may appear in selected reports
  • No built-in CMP or Tag Manager - separate setup required

When to choose

  • Google Ads and Search campaigns are key to the business
  • You have a team for GTM, Consent Mode and optionally BigQuery
  • Zero license cost in standard tier is a priority

When to avoid

  • You need full EU data hosting control without BigQuery
  • Main goal is product analytics (retention, in-app funnels)
  • No skills to configure consent and the event model

Pricing (indicative)

Freemium - standard €0; GA4 360 enterprise via Google quote. BigQuery and implementation extra.

Features

  • Yes - Marketing reports
  • Yes - Product analytics
  • No - Privacy / EU hosting
  • No - Built-in CMP / consent
  • No - Session replay
  • No - A/B experiments
  • Yes - Raw data export
  • Yes - Free plan

Integrations

Google Ads, Search Console, YouTube, BigQuery, Looker, GTM

Sources and methodology

Comparison ← Web analytics solutions catalog GA4 Configuration Auditor checklist

For informational purposes. Verify pricing and features with vendors before purchase.