Google Analytics
Google Analytics measures customer interactions across websites and apps over the customer lifecycle.
What Google Analytics is
Google Analytics measures customer interactions across websites and apps over the customer lifecycle. It offers reports for acquisition, engagement, conversion, and monetization, along with event-based measurement and funnel exploration. Its cross-device and cross-platform views help businesses understand customers, while machine learning can surface insights and anticipate future actions. Built-in automation, flexible reporting, and shareable reports support analysis and collaboration. Analytics integrates with Google Ads, Search Ads 360, Display & Video 360, Google Cloud, and Google Search Console. The standard solution is free for businesses of every size. Analytics 360 is aimed at large enterprises and adds advanced customization, scalable tools, higher limits, unsampled explorations, and enterprise support with service-level agreements. Its premium capabilities include enhanced data freshness and continuous intraday data within an hour. Analytics 360 pricing is not shown; interested customers are directed to contact sales. Google Marketing Platform also lists developer and learning resources, including Analytics for developers, Analytics Academy, Skillshop, and Google Primer.
Good
- Free plan for businesses of every size
- Measures interactions across websites and apps
- Includes event-based measurement and funnel exploration
- Integrates with several Google advertising and cloud products
- Analytics 360 offers unsampled explorations
Watch out
- Analytics 360 pricing is not shown
- Enterprise-level support and service agreements are listed for Analytics 360
Who it suits
The free solution suits businesses of any size that need customer measurement across websites and apps. Analytics 360 is directed at large enterprises needing advanced customization, higher limits, or enterprise-level support.
Verdict
Google Analytics offers free cross-platform customer measurement, reporting, and integrations. Large enterprises can consider Analytics 360, though its pricing requires contacting sales.
Plans and prices
From Google Analytics's own pricing page, checked 27 Sep 2026.
| Plan | Price | What it gives you |
|---|---|---|
| Google Analytics | Free | Free of charge for businesses of every size · Customer measurement across websites and apps · Acquisition, engagement, conversion, and monetization reporting · Funnel exploration and event-based measurement |
| Analytics 360 | Priced on request | For large enterprises with advanced customization, scalable tools, and enterprise-level support · Advanced customization and scalable tools · Higher limits and unsampled explorations · Enterprise-level support and service-level agreements |
The facts
Each one read from Google Analytics's own pages, with the date it was checked.
What it does
- Advertising connections
- Analytics connects insights to results through Google advertising and publisher tools.checked 27 Sep 2026
- API access
- Yeschecked 20 Sep 2026
- Automated reporting
- Analytics includes built-in automation and intuitive, flexible reporting.checked 27 Sep 2026
- Conversion funnels
- Yeschecked 20 Sep 2026
- Customer insights
- Analytics helps businesses understand customers and deliver better experiences.checked 27 Sep 2026
- Data retention
- limitedchecked 20 Sep 2026
- Developer resources
- Google Marketing Platform provides Analytics for developers resources.checked 27 Sep 2026
- Ecommerce tracking
- Yeschecked 20 Sep 2026
- Enterprise pricing
- Analytics 360 directs interested customers to contact sales; no price is shown.checked 27 Sep 2026
- Enterprise support
- Analytics 360 provides enterprise-level support with service level agreements across many functionalities.checked 27 Sep 2026
- Event tracking
- Yeschecked 20 Sep 2026
- Google integrations
- Analytics integrates with Google Ads, Search Ads 360, Display & Video 360, Google Cloud, and Google Search Console.checked 27 Sep 2026
- Premium capabilities
- Analytics 360 includes enhanced data freshness, continuous intraday data within an hour, and unsampled results.checked 27 Sep 2026
- Reported result
- 412 Food Rescue reported cutting reporting time by 50% using cross-platform data.checked 27 Sep 2026
- Reports and collaboration
- Users can analyze data and collaborate with an easy-to-use interface and shareable reports.checked 27 Sep 2026
- Salesforce integration
- Analytics 360 lists Salesforce among its integrations.checked 27 Sep 2026
The company
- Company owner
- Google Marketing Platform is part of Google.checked 27 Sep 2026
Where it runs
- Cross-platform attribution
- Analytics provides cross-platform attribution as part of its measurement foundation.checked 27 Sep 2026
- Cross-platform insights
- Analytics provides understanding across devices and platforms.checked 27 Sep 2026
- Machine learning
- Google machine learning helps uncover insights and anticipate future customer actions.checked 27 Sep 2026
- Sites and apps
- Analytics measures customer interactions across sites and apps throughout the customer lifecycle.checked 27 Sep 2026
Money
- Free access
- Google Analytics is available free of charge.checked 27 Sep 2026
- Free plan
- Yeschecked 20 Sep 2026
- Free tier audience
- The free solution is for businesses of every size.checked 27 Sep 2026
Alternatives to Google Analytics
- 1
Countly
Free planOpen sourceAndroidiOSWebAPI9.4From $175 a month - 2
Amplitude
Free planAndroidiOSWebAPI9.1From $995 a month - 3
Contentsquare
Free planAndroidiOSWebAPI9.1Free plan - 4
Triple Whale
Free planAndroidiOSWebAPI8.7From $219 a month - 5
Heap
Free planAndroidiOSWebAPI8.6Free plan - 6
Clicky
Free planAndroidiOSWebAPI8.6From $79.99 a year