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Google Analytics 4
The most widely used web analytics — free for 10M hits/month, used by 56% of all websites.
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About Google Analytics 4
Google Analytics 4 (GA4) is the free web analytics platform used by 56% of all websites (W3Techs, 2024). Free for up to 10 million hits per month, with unlimited data in BigQuery export.
GA4 vs privacy-first alternatives (Plausible, Umami):
- GA4: free, 56% of sites use it, powerful, requires cookie consent (GDPR), complex UI
- Plausible: $9-$69/month, 1 KB script (vs GA4''s 45 KB), no cookie consent required
- Umami: free self-hosted, 2 KB script, no cookie consent required
GA4 is the right choice when: the analytics are free, you need the Google Ads integration for attribution, you need BigQuery export for advanced analysis, or stakeholders already know Google Analytics.
GA4 vs Universal Analytics: GA4 completely replaced Universal Analytics in July 2023. GA4 uses an event-based model vs UA''s session-based model. Historical data from UA cannot be imported. Most existing GA tutorials are for UA, not GA4.
The complexity problem: GA4''s UI is significantly more complex than UA. Tasks that took 2 clicks in UA take 8 clicks in GA4. Many teams use Looker Studio to build readable dashboards from GA4 data.
BigQuery export: GA4 exports raw event data to BigQuery daily (free). Teams can run SQL queries on raw user behavior data — session reconstruction, custom funnels, and cohort analysis that the GA4 UI cannot express.
Key Features
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Event-based tracking: every user interaction is an event with parameters and values
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Google Ads integration: import cost data and see ROAS by campaign in GA4 reports
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BigQuery export: daily export of all raw events for SQL analysis and custom attribution
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Audiences: define user segments for Google Ads remarketing based on GA4 behavior
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Explorations: custom funnel, path, and cohort analysis beyond the standard reports
Pros
- ✓Free for up to 10 million events/month — used by 56% of all websites
- ✓Google Ads attribution: connect ad spend directly to conversions without third-party cookies
- ✓BigQuery export: raw event data for SQL analysis beyond what GA4''s UI can express
- ✓Used by 56% of websites — stakeholders recognize and trust Google Analytics
- ✓Ecommerce tracking: revenue, product, and checkout funnel tracking built-in
Cons
- ✗Complex UI: GA4''s interface is significantly harder than Universal Analytics for basic questions
- ✗Cookie consent required under GDPR — cookie banner mandatory for EU users
- ✗45 KB script adds load time vs Plausible''s 1 KB — impacts Core Web Vitals slightly
- ✗Data sampling at high traffic volumes introduces variance in reported metrics
Who is using Google Analytics 4?
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Marketing teams who need Google Ads attribution and cost data in one platform
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E-commerce sites who need product and revenue analytics connected to ad spend
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Teams who need BigQuery export for advanced SQL analysis on raw user behavior
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Organizations where stakeholders already use Google Analytics and won''t accept alternatives
Use Cases
- →Tracking revenue attribution from Google Ads campaigns to conversions in GA4
- →Exporting raw event data to BigQuery and running SQL to reconstruct custom funnels
- →Setting up GA4 ecommerce tracking to measure checkout funnel drop-off rates
- →Using Looker Studio to build a readable GA4 dashboard that non-analysts can use
Pricing
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Standard : $0/mo — 10M events/month, BigQuery export, Google Ads integration, Community support
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Analytics 360 : $150,000/year — 500B hits/month, SLA, Data freshness guarantees, Dedicated support
Pricing details may not be up to date. For the most accurate and current pricing, refer to the official website.
What Makes Google Analytics 4 Unique?
The free web analytics platform used by 56% of all websites — Google Ads attribution, BigQuery export for SQL analysis, and ecommerce tracking, at zero cost for up to 10 million events per month.
How We Rated It
Market share from W3Techs web technology surveys July 2025. Script size comparison from WebPageTest measurements.
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Accuracy and Reliability 4.0/5
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Ease of Use 3.8/5
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Functionality and Features 4.2/5
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Performance and Speed 4.2/5
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Customer Support 3.9/5
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Value for Money 4.9/5
AI summary
The most widely used web analytics — free for 10M hits/month, used by 56% of all websites.