Google Analytics 4
The world's most widely used web analytics platform — free and AI-powered
What is Google Analytics 4?
Google Analytics 4 (GA4) is the current generation of Google's analytics platform, replacing Universal Analytics (which was deprecated in July 2023). It is used by over 50 million websites and is the default starting point for web analytics — primarily because it is free. GA4 uses an event-based data model rather than the session-based model of UA, making it better at tracking cross-device and cross-platform user journeys.
GA4's AI features include automated insights that surface anomalies and trends, predictive audiences (users likely to purchase or churn), and natural language search queries for reports. Google Signals enables cross-device tracking for signed-in Google users. The integration with Google Ads, Search Console, BigQuery, and Looker Studio makes GA4 the analytics backbone for Google-centric marketing stacks. The learning curve from UA to GA4 is significant — the new event model and reporting interface require adjustment. But for free analytics with this level of depth, depth, and ecosystem integration, nothing competes.
Key Features
- Event-Based Tracking (cross-device)
- AI-Powered Insights & Anomaly Detection
- Predictive Audiences (purchase, churn probability)
- Conversion Tracking
- Google Ads Integration
- BigQuery Export (free)
- Looker Studio Integration
- Search Console Integration
- Funnel & Path Analysis
- Real-Time Reporting
Pros & Cons
Pros
- Free — no cost for standard features
- Most widely used — universal skills and support ecosystem
- Predictive audiences enable Google Ads targeting improvements
- BigQuery export enables unlimited custom analysis
Cons
- Steep learning curve — especially migrating from Universal Analytics
- Privacy restrictions reduce data in GDPR/CCPA markets
- Sampling in reports above certain data thresholds
- Less intuitive UI than Plausible or Mixpanel
Pricing
Model: Free (GA4) + enterprise paid (360)
| Plan | Price | Key Limits |
|---|---|---|
| GA4 Standard | $0 | 10M events/month, standard features |
| GA4 360 | $50,000+/yr | Unsampled data, SLA, dedicated support |
Frequently Asked Questions
- Is Google Analytics 4 free?
- Yes. GA4 is free for websites under 10 million events per month, which covers the vast majority of websites. The GA4 360 enterprise product starts at ~$50,000/year and adds unsampled data, higher limits, and SLA support.
- What is the difference between GA4 and Universal Analytics?
- GA4 uses an event-based data model where every user interaction (page view, click, scroll, purchase) is an event. Universal Analytics used a session-based model. GA4 is better at cross-device tracking but has a steeper learning curve. Universal Analytics was permanently deprecated in July 2023.
- Is GA4 GDPR compliant?
- GA4 includes privacy controls including IP anonymization, data retention limits, and cookie consent integration. However, full GDPR compliance requires proper consent management setup. In some EU interpretations, sending data to US servers remains a compliance challenge — Plausible or Matomo are alternatives that avoid this issue.