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Google Analytics
Google's free web and app analytics platform (GA4) for measuring traffic, events, and conversions.
✓ Source-checked profile2 sources cited
FindThatSoftware verdictEditorial ruling
The default analytics layer for almost any business given it's free and ubiquitous, and essential if you run Google Ads. GA4's event-based model has a real learning curve versus the old Universal Analytics, so budget setup time. For deep product analytics, pair it with a specialist tool.
FindThatSoftware has source-checked this listing and keeps 2 public sources visible for buyer verification.
Should you use Google Analytics?
Use it if any business measuring website/app traffic. Avoid it if teams needing more than 14 months of history, because standard properties cap retention at 14 months and only Analytics 360 reaches 50 months.
Spec sheet
- Starting price
- Freemium
- Free plan
- Available
- Free trial
- Not listed
- Status
- Source checked 13 Jul 2026
- Source trail
- 2 public sources
Work at Google Analytics?
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Claim this listing →The trade-off, weighed
What you gain, and what you give up.
The case for
- The standard property is free with no event volume charge, and it still exports raw event data to BigQuery for a million events a day.
- Standard properties allow 50 event scoped custom dimensions and 100 audiences, which covers most single site reporting without paying for Analytics 360.
- Google runs the collection and processing infrastructure, so there is no server to size and no bill that grows with traffic.
The catch
- Standard properties keep data for 14 months at most, so year over year analysis beyond that window is impossible without a separate warehouse.
- Exploration reports start sampling above 10 million events per query on standard properties, while Analytics 360 lifts that ceiling to a billion events.
- Any dimension with more than 500 distinct values counts as high cardinality, and rows past the report limit collapse into an unusable (other) bucket.
- BigQuery daily export on a standard property is capped at one million events, against billions of events on Analytics 360.
True India price
What actually changes for a buyer in India.
- Try first
- Has a free plan, so you can start without a card.
- Watch for
- GA4 is free for businesses of all sizes. Analytics 360 is the enterprise tier with custom/contact-sales pricing (no public rate). Confirm on vendor site.
India readiness
How well Google Analytics fits an Indian business operationally, from the verified pricing and company facts we hold.
- –GST invoice
Not verified yet.
- –Bills in INR
Not verified yet.
- ✗India HQ
Headquartered outside India, so check support hours and India-specific features.
How Google Analytics compares
Against the 2 other product web analytics toolswe list, from what we verified on each vendor’s own pages.
Also in most alternatives
Recorded for at least half of the 2 others, and for Google Analytics.
- Web analytics
- Funnel analysis
- Multi touch attribution
This compares only the capabilities enough rival tools share for a comparison to mean anything — roughly a quarter of what we verified. The full list is under “What we verified” below, and anything absent from both is something we did not record rather than something the product lacks.
Paying for more than Google Analytics? See your whole stack's real India cost and where you could switch to save.
Audit my stackOverview
What is Google Analytics?
Google Analytics (GA4) is the most widely used web and app analytics platform, tracking traffic, user behaviour, events, and conversions across sites and apps. It is free for most businesses and integrates with Google Ads, Search Console, and Looker Studio.
Best for
- Any business measuring website/app traffic
- Teams running Google Ads
- Marketers tracking conversions for free
Who should avoid it
- Teams needing more than 14 months of history, because standard properties cap retention at 14 months and only Analytics 360 reaches 50 months.
- Ecommerce teams reporting on a large catalogue, because a dimension with over 500 values pushes the long tail into the (other) row.
What we verified about Google Analytics
Read from Google Analytics’s own pages. Each line is a finding and what it was based on, so you can check any of it yourself.
Features we confirmed38
- Web analytics
- GA4 tracks traffic and user behaviour across websites
- Multi touch attribution
- Cross-platform attribution evaluates each funnel touchpoint
- Funnel analysis
- Funnel Exploration supports open and closed funnel visualisation
- Custom dimensions
- Standard properties allow 50 event-scoped custom dimensions
- Acquisition reporting
- User and traffic acquisition reports split paid and organic sources
- Admin API
- Admin API manages Analytics configuration programmatically
- Attribution model comparison
- Model Comparison report contrasts how models value channels
- Audience building
- Standard properties support up to 100 audiences
- Automated insights
- Analytics surfaces important changes, trends and growth opportunities automatically
- Backwards path analysis
- Backwards Pathing works back from a conversion or key event
- Cohort analysis
- Cohort Exploration groups users by common attributes over time
- Conversion path report
- Conversion Paths report shows customer routes to conversion
- Conversion tracking
- Platform measures conversions alongside traffic and events
- Cross platform user measurement
- Tracks users across both sites and apps in one property
- Data driven attribution
- Google ML distributes conversion credit across touchpoints
- Drag and drop adhoc analysis
- Free-Form Exploration drags variables onto a canvas for instant charts
- Ecommerce tracking
- Monetization reports analyse purchase activity and transaction data
- Engagement reporting
- Engagement reports show which content drives conversions
- Event based tracking
- GA4 uses an event-based data model rather than pageviews
- Exploration reports
- Exploration reports allow ad-hoc funnel and path analysis
- First party data import
- Data Import securely joins your own data with Analytics data
- In app purchase tracking
- In-app purchase reporting covers subscriptions and top products
- Measurement protocol API
- Open measurement protocol imports data from any connected system
- Mobile app analytics
- GA4 measures apps as well as web properties
- Mobile sdk collection
- Mobile app SDKs collect interaction data alongside JavaScript
- Natural language search
- Search bar answers questions in natural language to find reports
- Pages and screens report
- Report shows which web pages and app screens users engage with
- Path analysis
- Path Exploration visualises user journeys through site and app
- Predictive audiences
- ML models predict purchase or churn and build audiences from that
- Privacy safe behavioural modeling
- Models fill gaps using observed, first-party and consented data
- Publisher ad revenue tracking
- Publisher Ads reports app ad revenue via the Firebase SDK
- Raw data export to warehouse
- Standard properties export raw events to BigQuery daily
- Real time reporting
- Monitor activity on your site or app as it happens
- Roll up reporting
- Roll-Up reporting combines properties, an Analytics 360 only feature
- Segment overlap analysis
- Segment Overlap identifies users meeting complex combined criteria
- Sub properties
- Sub-properties split data by country or product line on 360
- Unsampled explorations
- Unsampled explorations reach raw data, up to 50 billion daily events on 360
- User lifetime value
- User Lifetime explores customer behaviour and value over their life
What people use it for2
- Understand organic search performance
- Search Console integration shows which queries drove users
- Measure app revenue
- AdMob, Google Play and in-app purchase revenue can be tracked
Works with12
- Salesforce marketing cloud
- Analytics data is visible in the Marketing Cloud reporting UI
- Looker studio
- Looker Studio consumes GA4 data for dashboards
- Google tag manager
- GA4 is deployed through gtag and Google Tag Manager
- Google play
- Google Play purchase and subscription revenue is tracked
- Google ads
- Integrates with Google Ads for campaign measurement
- Firebase
- Google Analytics for Firebase SDK reports app ad revenue
- Bigquery
- Raw event export lands in Google BigQuery
- Display and video 360
- DV360 data flows into Analytics and audiences flow back
- Google ad manager
- Analytics insights apply to Google Ad Manager monetization
- Google admob
- AdMob app revenue can be measured inside Analytics
- Google search console
- Search Console is a listed native integration
- Search ads 360
- Search Ads 360 conversions and audiences sync with Analytics
Terms, compliance and how you buy19
- Steep learning curve
- GA4's event model has a real learning curve versus Universal Analytics
- Google ecosystem native
- Integrates natively with Ads, Search Console and Looker Studio
- Bigquery export capped at one million events
- Standard BigQuery daily export caps at one million events
- Breaking migration from universal analytics
- The event model replaced the old Universal Analytics approach
- Data goes to google
- Google runs the collection infrastructure holding your event data
- Fourteen month data retention
- Standard properties keep event data for at most 14 months
- Free tier
- Standard property is free with no event volume charge
- High cardinality other bucket
- Dimensions above 500 distinct values collapse into an (other) row
- Higher limits on enterprise tier
- Analytics 360 raises limits to 125 dimensions and 400 audiences
- Industry standard default
- Described as the default analytics layer for almost any business
- Intraday data freshness
- Continuous intraday data within an hour is Analytics 360 only
- No infrastructure to run
- Google runs collection and processing so no server to size
- No long term history
- Year over year beyond 14 months needs a separate warehouse
- Not deep product analytics
- Verdict recommends pairing with a specialist product analytics tool
- No traffic based billing
- There is no bill that grows with traffic on standard
- Quote only enterprise tier
- Analytics 360 is contact-sales with no public rate
- Report sampling above ten million events
- Explorations start sampling above 10 million events per query
- Setup time required
- Our verdict tells buyers to budget setup time
- Weak for large catalog ecommerce
- Large catalogues push the long tail into the (other) row
Compare Google Analytics
Use these pages when you already know the tool name but need a plain-English decision against real alternatives.
See all Google Analytics alternatives
Pricing caveat and source trail
Pricing and free-plan claims can change. FindThatSoftware keeps source URLs visible so users can verify before buying.
GA4 is free for businesses of all sizes. Analytics 360 is the enterprise tier with custom/contact-sales pricing (no public rate). Confirm on vendor site.
Google Analytics overviewhttps://marketingplatform.google.com/about/analytics/Google Analyticshttps://marketingplatform.google.com/about/analytics/
Verified against the sources above. How we research & rate software →
In practice
Where Google Analytics fits in a workflow
These stacks show when to use this tool, what comes before it, and what should be handled manually first.
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Does Google Analytics give a GST invoice in India?
Whether Google Analytics issues an India GST invoice is not verified yet. Foreign-billed tools usually don't, in which case a registered business reclaims GST via reverse charge; confirm the vendor's billing before you buy.
Is Google Analytics good for Indian small businesses?
Google Analytics can work for Indian buyers, but check currency, tax, billing, support, and whether the workflow justifies foreign-currency pricing.
Does Google Analytics have a free plan?
Google Analytics lists a free plan, but check the official pricing page for current usage limits before choosing it.
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