Google Analytics

Recommended

The web analytics standard. Free, powerful, and on 85% of websites.

489 reviews

Free tierHas API

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In a nutshell

GA4 is the most capable free analytics tool. The learning curve from Universal Analytics is real, and the interface is unnecessarily complex. But at zero cost with this depth of data, every website should have it installed. Supplement with a privacy-friendly alternative if needed.

What's great

Free with enterprise-grade analytics capabilities
Deep integration with Google Ads ecosystem
BigQuery export enables advanced analysis

Watch out for

GA4 interface is complex and unintuitive
Privacy concerns with Google tracking
Migration from Universal Analytics frustrated many users

Best for

Every website. It is free and provides more analytics than most teams will ever use.

Not ideal for

Privacy-focused sites that do not want Google tracking users across the web.

Pricing

Free

Fully free with comprehensive features

Enterprise

$50,000+/year (Analytics 360)

View official pricing →

How it compares

Plausible

Privacy-friendly Google Analytics alternative. No cookies, GDPR-compliant, lightweight.

PostHog

All-in-one product analytics, session replay, feature flags, and A/B testing. Open source.

Grafana

Open-source observability dashboards. Visualize any data source beautifully.

See full comparison →

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