Google Analytics 4 is Google's web and app analytics product. It uses an event-based data model to collect website and app data in one property, offers standard reports and explorations, predictive metrics and audiences, links to Google Ads and other Google media platforms, and exports raw events to BigQuery. The standard version is free; Analytics 360 is the paid enterprise version sold through sales.
Google Analytics 4 measures user activity on websites and mobile apps through the Google tag, mobile SDKs or the Measurement Protocol for server-side events. Data is modeled as events rather than sessions, and a single property can combine web and app streams. Reports and explorations are available in the interface, the Data API supports custom dashboards, the Admin API manages accounts and properties, and BigQuery export provides raw event data. Privacy features include cookieless measurement and behavioral and key event modeling.
It suits marketers, product teams and analysts who need traffic, conversion and audience reporting, especially when campaigns run in Google Ads, Search Ads 360 or Display & Video 360. Standard properties are free of charge but have fixed limits, such as 25 event parameters per event, 50 event-scoped custom dimensions, 14 months of maximum data retention, 100 audiences, 30 key events and 1 million events per day for BigQuery daily export.
Analytics 360 raises these limits (for example 50 months of retention, 400 audiences, 125 custom dimensions and billions of daily exported events), adds unsampled results, fresher intraday data, SLAs and enterprise support, and is priced through Google sales with no public rate. Universal Analytics properties stopped processing data in 2023 and 2024, so GA4 is the current version.
Free plan available; custom pricing on request
Free
Limits: 25 event parameters per event; 50 event-scoped custom dimensions; 10 item-scoped custom dimensions; data retention up to 14 months; 100 audiences; 30 key events; BigQuery daily export 1 million events per day (streaming export unlimited); explorations sampled above 10 million events per query
The product page states the tools are provided free of charge; limits are from the Analytics Help comparison of standard and 360 properties. No currency applies.
Custom pricing - contact the vendor
Limits: 100 event parameters per event; 125 event-scoped custom dimensions; data retention up to 50 months; 400 audiences; 50 key events; BigQuery daily export in the billions of events; explorations up to 1 billion events per query with unsampled tokens; SLAs including BigQuery daily export; enterprise support
Conditions: Contact Google sales
No public price; the page only offers a Talk to Sales link.
Prices checked on October 24, 2026 from the vendor's official page. Vendors change prices; confirm before buying. How we check prices. Official pricing page (opens in a new tab)
Marketers, analysts and product teams who need website and app measurement tied to Google advertising, from small sites on the free version to large organizations evaluating Analytics 360.
This page is based on desk research of the vendor's public pages and documentation. SIDAN Stack has not tested this product hands-on. How we research. Last verified: October 24, 2026.
Open-source product platform combining product analytics, session replay, feature flags and experiments, surveys, error tracking, logs and data sources, priced per product on usage above a monthly free allowance.
Free plan available; usage-based pricing