Google Analytics

Google's free, event-based analytics for websites and apps, tightly linked to Google Ads.

Visit Google Analytics See 9 alternatives

Verified facts: 4 of 4
Alternatives ranked: 9
Approved reviews: 0
Visits sent from here: 0

About Google Analytics

Google Analytics, now in its GA4 generation, is the default traffic analytics tool for most websites. It collects event-based data from websites and apps in one property, then offers standard reports, a flexible Explorations area for funnels, paths and segments, audiences for remarketing, and predictive metrics built on Google's machine learning. Its biggest advantage is integration: it connects directly to Google Ads, Search Console, BigQuery and the rest of Google's marketing tools, and nearly every CMS and ecommerce platform supports it. The standard version is free; Analytics 360 is a paid enterprise tier with higher limits and service agreements. The downsides are well known. GA4's interface is complex and many people find it harder to use than the older Universal Analytics, data is modelled and sometimes thresholded, and its cookie-based tracking usually requires a consent banner in the EU, where regulators have questioned its use. It is a web app with iOS and Android apps for checking reports.

Best for: Sites that advertise on Google and want free, deep analytics tied to Google Ads.

What works

Free for most sites, with very high limits
Deep integration with Google Ads, Search Console and BigQuery
Supported by virtually every CMS and ecommerce platform

Why people leave

GA4 interface is complex and hard for casual users
Usually needs a cookie consent banner in the EU
Data modelling and thresholds can hide exact numbers

Top Google Analytics alternatives

See all 9

1
Matomo
Full-featured open-source analytics you can self-host, with no data sampling.
66.5
2
Plausible Analytics
Much simpler, cookie-free dashboard that usually needs no consent banner.
62.6
3
Piwik PRO
GA-style depth with EU hosting and built-in consent management.
59.6
4
Fathom Analytics
Privacy-first paid analytics with a one-page dashboard.
57.2
5
Adobe Analytics
Enterprise analytics suite for very large, complex organisations.
55.3

Why people left Google Analytics

In reviewers' own words, from reviews of the apps they moved to. These are their opinions, not ours.

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Google Analytics: common questions

Is Google Analytics free?

Google Analytics has a free plan and paid plans.

Is Google Analytics open source?

No, Google Analytics is not open source. Open-source alternatives include Matomo, Plausible Analytics and Umami.

What platforms does Google Analytics run on?

Google Analytics is available for Web, iOS and Android.

What are the best alternatives to Google Analytics?

The highest-ranked Google Analytics alternatives right now are Matomo, Plausible Analytics and Piwik PRO. See the full ranked list for pricing, platforms and verified facts.

See all 9 Google Analytics alternatives

Google Analytics facts

4 of 4 verified

Price: Free (Analytics 360 is paid); Checked Oct 25, 2026marketingplatform.google.com(opens source in a new tab); “Google Analytics gives you the tools, free of charge, to understand the customer journey and improve marketing ROI.”
Data model: Event-based, web and app; Checked Oct 25, 2026support.google.com(opens source in a new tab); “Uses event-based data instead of session-based”
Cookieless measurement: Privacy controls incl. modelling; Checked Oct 25, 2026support.google.com(opens source in a new tab); “Includes privacy controls such as cookieless measurement, and behavioral and key event modeling”
Universal Analytics: Stopped processing data July 1, 2023; Checked Oct 25, 2026support.google.com(opens source in a new tab); “Starting July 1, 2023 , standard Universal Analytics properties stopped processing data.”