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Google Analytics

Free web and app analytics service from Google, with a paid enterprise tier.

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Pricing
Freemium
Platforms
Web, API
Categories
Marketing & SEO

About Google Analytics

Google Analytics measures how people use websites and apps, combining data across platforms to show the customer journey from acquisition to conversion. It offers built-in automation, flexible and shareable reports, cross-platform attribution and machine-learning insights such as predictions of future customer actions. It integrates with other Google products including Google Ads, Display & Video 360, Google Cloud and Search Console, and is usually deployed alongside Google Tag Manager. Google Analytics is free; Analytics 360 is the paid enterprise edition within Google Marketing Platform.

Good for

Websites and apps of any size that want free, detailed traffic and conversion analytics, especially when they also advertise with Google Ads.

Watch out for

It sets cookies and collects data that typically requires consent banners under GDPR and similar laws, and data is processed by Google. The interface and reporting model take time to learn, and enterprise features need Analytics 360.

Pricing notes

As of October 2026 Google describes Google Analytics as free of charge. Analytics 360 is a paid enterprise product sold through Google or its partners; no public price is listed.

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