Founded

2005

Starting Price

$0

About Google Analytics

Google Analytics is a comprehensive web and app analytics platform that helps businesses understand their customers across devices and platforms. It provides insights into user behavior, marketing performance, and conversion tracking with advanced AI-powered analytics and cross-channel attribution.

Pros & Cons

Pros

Completely free tier with robust features suitable for most small to medium businesses
Seamless integration with Google Ads, Search Console, and entire Google ecosystem
Real-time data analysis enables immediate insights into user engagement and conversions
Powerful customization options for reports, dashboards, and audience segmentation
AI-powered insights automatically surface trends and optimization opportunities

Key Features

Cross-Channel Attribution

Track user journeys across web, apps, and offline touchpoints to understand the full customer path to conversion

AI-Powered Insights

Analytics Advisor provides automated insights and predictive analytics to surface trends and opportunities

Real-Time Reporting

Monitor website activity as it happens with live user tracking and immediate performance metrics

Custom Reports & Dashboards

Create tailored reports with specific metrics and dimensions relevant to your business goals

Audience Segmentation

Build detailed user segments based on demographics, behavior, and custom parameters for targeted analysis

Event Tracking

Automatically track key user interactions and conversions with enhanced measurement and custom event definitions

Google Ads Integration

Seamlessly connect with Google Ads for campaign optimization and conversion tracking

Pricing

Google Analytics 4 (Free)

$0/month

Unlimited users and properties
Up to 25 million events per month
Standard reports and exploration
Real-time analytics
Google Ads integration

Best For

Marketing Campaign Optimization

Track ROI across channels, measure campaign performance, and optimize ad spend based on conversion data and attribution insights

E-commerce Performance Tracking

Monitor purchases, cart abandonment, product performance, and customer lifetime value to improve online sales

Content Performance Analysis

Understand which pages and content drive engagement, conversions, and user retention to inform content strategy

Mobile App Analytics

Track in-app behavior, user engagement, and conversion funnels across iOS and Android applications

Tags:analytics web-analytics google tracking data

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Featured In

#1

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The non-negotiable foundation for any marketing analytics stack — free, powerful, and deeply integrated with the Google advertising ecosystem.

#7

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Best as the free foundation for every agency's attribution stack — provides data-driven attribution modeling at zero cost, but needs specialized tools layered on top for phone tracking, lead management, and client reporting.

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