Google Analytics

Reviewed by Alexis Morain · Updated July 14, 2026

Google Analytics (GA4) measures traffic and conversions for a site or app. Free for most uses, with a quote-based 360 version.

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SaaS Radar Review

8/10

The reference audience measurement tool, free and hugely capable, with GDPR compliance of data transfers as its only real sticking point.

Free for most uses
Flexible event model
GA4 interface confusing at first

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Google Analytics is Google's audience measurement tool, in its GA4 (Google Analytics 4) version. It tracks visits, journeys and conversions for a website or mobile app, using an event-based model rather than page views.

What is Google Analytics used for?

GA4 is used to understand where traffic comes from, what visitors do, which pages and campaigns convert, and to tie that data to Google Ads and Search Console. It provides reports, audiences and free-form data exploration. It is the most widespread measurement layer on the web, free for the vast majority of sites.

Google Analytics or a privacy-friendly alternative?

GA4 is powerful and free, but its use raises GDPR questions about data transfers. European alternatives exist for teams wanting EU hosting and a cookieless model. For rankings and SEO tracking, it pairs with Google Search Console.

How much does Google Analytics cost?

GA4 is free, with collection limits ample for most sites. Very high volumes move to Analytics 360, the enterprise version billed on quote (typically tens of thousands of euros a year), which lifts quotas and adds SLAs.

Pros & Cons

What we love

Free for most uses
Flexible event model
Native Google Ads integration
Massive ecosystem and resources

What could be better

GA4 interface confusing at first
GDPR questions on transfers
Sampling on high volumes in the free version

Key features of Google Analytics

Event measurement

Unified web and app tracking

Reports and explorations

Free-form analysis and audiences

Ads integration

Direct link with Google Ads

Attribution

Conversion attribution models

Google Analytics pricing

Google Analytics 4 is free and covers the needs of almost all sites, with high collection limits. Beyond very high volumes, Analytics 360 is the enterprise version, billed on quote (often tens of thousands of euros a year): it lifts quotas and adds SLAs, dedicated support and advanced integrations with Google's marketing suite.

Free plan / trial

GA4 free with collection quotas sufficient for most sites.

GA4

Web and app measurement · Reports and explorations · Google Ads integration

Free

Analytics 360

Raised collection quotas · SLAs and support · Enterprise features

Custom enterprise

Pricing verified on July 14, 2026

Try Google Analytics

Who is Google Analytics for?

Best for

Sites and apps wanting complete free measurement
Google Ads advertisers
Data marketing teams

Not recommended for

Organizations requiring strictly EU hosting
Use cases wanting zero cookies out of the box

Want to try Google Analytics?

Head to the official site and the current offer.

Visit Google Analytics

Frequently asked questions about Google Analytics

Is Google Analytics really free?▼

Yes, GA4 is free for the vast majority of sites. Only very high volumes benefit from Analytics 360, which is quote-based.

Is GA4 GDPR compliant?▼

Its use has been challenged by several European regulators over data transfers to the United States. Compliance depends on your configuration and legal basis.

Categories:

Analytics & Data Marketing & Acquisition