Overview
Google Analytics 4 (GA4) provides event-based tracking across websites and iOS/Android apps. Features predictive metrics, BigQuery raw export, cross-device conversion tracking, and Google Ads integration.
Available On
WebIosAndroidMobile AppAPI
Key Features
Event-Driven Cross-Platform Data Model (Web + App in One Property)
Free Direct Raw Data Export to Google BigQuery
Exploration Reports with Custom Funnels and Pathing
Native Audience Sync with Google Ads Campaigns
Pros
- 100% free for standard websites and apps
- Free BigQuery export allows running custom SQL queries on raw user events
- The default attribution standard for Google Ads advertising
Cons
- GA4 interface requires learning compared to Universal Analytics legacy dashboard
- Cookie consent compliance requires configuration in European GDPR jurisdictions
Pricing Plans
Standard GA4FREE
Free
- Full event analytics
- Cross-device tracking
- BigQuery export included
- Up to 10M events/mo
Analytics 360ENTERPRISE
$50000/yr
- Billions of events/month
- Sub-hour data freshness SLA
- Extended exploration limits
User Reviews
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Integrations
Google AdsGoogle Search ConsoleBigQueryLooker StudioShopify
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Quick Info
Websiteanalytics.google.com
CategoryMarketing & Growth
Team SizeENTERPRISE
ReleasedJanuary 15, 2023
Last UpdatedSeptember 20, 2026
Monthly Visits240.0M
API AvailableYes
Open SourceNo
Compare Google Analytics 4
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Machine learning predictive metrics (Purchase probability, Churn probability, Revenue prediction).
Best For
Digital MarketingE-CommerceEnterprise Business