Google Analytics Pricing, Features, Reviews & Comparison of Alternatives

Google Analytics

Enterprise-class web analytics

4.69/5 (4,500 reviews)

Google Analytics overview

What is Google Analytics?

Google Analytics is a web analytics service offered by Google. It provides comprehensive reporting and analytics tools for websites of all sizes. Google Analytics enables users to monitor website traffic, understand user-interaction with their site and generate custom reports depending on the needs of their business.

Google Analytics collects, manages and consolidates website data, showing users how customers engage with their websites, ads, videos and social tools across all of their devices. Google Analytics analyzes visitor traffic and enables users to understand their end-user behavior.

Google Analytics activates website data. With the right insights, businesses can improve their marketing campaigns and experiment with their web content. It shows website managers what works well with audiences and what doesn't, allowing them to tailor their site content and marketing strategies.


Pricing options
Value for money
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Business size



United States, Asia, Australia, Canada, China and 7 other markets, Europe, Germany, India, Japan, Latin America, Middle-East and Africa, United Kingdom

Supported languages

English, Arabic, Chinese (Simplified), Chinese (Traditional), Czech and 22 other languages, Danish, Dutch, Finnish, French, German, Hebrew, Hungarian, Indonesian, Irish, Italian, Japanese, Korean, Norwegian, Polish, Portuguese, Russian, Spanish, Swedish, Taiwanese, Thai, Turkish, Ukrainian
Google Analytics screenshot: Analyze daily visits, traffic types, & time on site by countryGoalsGoogle Analytics screenshot: Google Analytics custom dashboardGoogle Analytics screenshot: Google Analytics audience demographics reportingGoogle Analytics screenshot: View website data in real time with Google AnalyticsGoogle Analytics screenshot: Connect sales, marketing and advertising dataGoogle Analytics screenshot: Generate reports to see what's working and fix what's not

Google Analytics reviews

Value for money
Ease of use
Customer support
Jem Collins

A bit fiddly at times, but by far the best package for checking and monitoring analytics

Used daily for 2+ years
Reviewed 2019-08-14
Review Source: Capterra

As a small business it's vital for me to know stats about engagement for advertisers, so this is the simplest way to pull that data out. The software is also easy to use on the go via the mobile app, as already mentioned. For a small business, it's also helpful that you can automate most of the reports, so as to save time.

Quite simply, this is the complete package: • In-depth: There are so many options in this, you'd struggle to find something you can't find out! The data kit is really powerful once you've got it set up, and I've used it with several clients to monitor everything from basic views on the page, to the journey across the site and how far they scroll down a specific page. • Mobile App: For headline stats, I've found this really useful as someone running a small business. You can quickly see on the go if what you've put up has made an impact, and there's still a surprising amount of flexibility and in-sight in a mobile app. If you've got a couple of accounts on the go, you're also able to log into multiple ones at once without faffing around. • Notes: Recently discovered and a big fan! The ability to make notes natively about spikes or troughs so when you're looking back later is great, so you can make sure you still view stuff in context.

Generally, I'm pretty impressed with this - the only faff is actually getting it set up in the first place. However, with a couple of tutorials from Google I was able to sort this out myself, so it is do-able! The only thing I've struggled with is checking outbound clicks - but I'm sure that is something someone who knows what they're doing can sort!

Rating breakdown

Value for money
Ease of use

Likelihood to recommend: 10/10

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Michele Bugiolacchio

This is How You Track Anything

Used daily for 2+ years
Reviewed 2020-04-10
Review Source: Capterra

I started using it by just tracking page views and that was it. Then, in time, I started delving into more complicated settings and tracking more valuable insights. If I had the time to spend months in it, I'd still find more interesting things to keep track of and evaluate. Getting started was extremely easy, all of 3 seconds. And then you have an endless amount of tweaks and new features you can work on, in time and when needed.

It is as easy to begin using as possible, and allows as complicated a setup as you wish to have, allowing you to go as deep in your analysis as you are willing to invest time in it.

There is not much to dislike at all here. It's part of the Google ecosystem, so you have to understand you're using a Google product. That is not a con, just something to keep in mind.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 10/10

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Jamie Patton

Maybe I'm Stupid

Used occasionally for 2+ years
Reviewed 2020-02-18
Review Source: Capterra

With someone with the proper skills to utilize Google Analytics--or even someone with the time to devote to learning all of the tricks of the Google Trade--this product can be the difference between sinking with a failing campaign, wasting a lot of your clients' money in the process, and being able to quickly and efficiently tailor digital advertising efforts to maximize returns.

If you know what you are looking for--and how to find it again after Google makes approximately 300 changes and updates--Google Analytics can be exceptionally useful. In our business, it is extremely important to not only know that a given media product is working for the client, but also to be able to PROVE the success (or failure) of a product to the client. Our clients--the business owners and their staff--want to be sure that they are spending their money on advertising products that work. It is very easy to claim that, yes, this product is working for you, but it is another matter entirely to be SURE and to be able to prove that success. Google Analytics allows us to track digital interactions with the customer's website. Typically, our clients have no idea if their websites are seeing increases in customer traffic following advertising campaigns (such as television and radio), or if the digital ads placed are doing exactly what they should be doing.

While the concept behind Google Analytics is great, the actual execution leaves much to be desired, at least for me. Maybe I'm completely stupid (a fair assessment) or too Gen X and not Millennial enough to find Google Analytics easy to use. It surely doesn't help that it seems that the user dashboard/interface changes every time I use it. Knowing how to navigate through the various levels and sections of the monstrosity that is Google Analytics to find exactly what metrics are needed in any given situation is an artform--and I feel like I've only just mastered stick figures and maybe a smidge of finger-painting. In short, I'm not an artist.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 3/10

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Craig Skinner

Easy to use Analytics tool for Newbies

Used monthly for 2+ years
Reviewed 2020-03-16
Review Source: Capterra

Using Google Analytics tracking software is easy and provides the analytical insights about my customer traffic, engagement and conversion funnel. So, I can optimize my e-commerce website content, marketing and products to increase sales. But due to limited support from Google and no development or coding experience, implementing enhanced e-commerce tracking was not easy and made me spend more time than I would have wanted before going live. If Google can provide e-commerce tracking developer resource, it would help newbies like me get the best optimization insights in lesser time.

I implemented Google Analytics tracking on my e-commerce website. So, I could track where traffic is coming from, on what products it is converting and who are my customers. My favorite feature of Google Analytics is Shopping Behavior because it showed me the complete funnel of sessions of customers who engaged with product banners, how many of those customers ended up going to product detail pages, who from those added items to their shopping cart and finally how many bought the products. When I analyzed this funnel, I was able to determine the list of customers I could re-target so they bought more.

Implementing enhanced e-commerce tracking to correlate customer traffic and engagement with product performance was the most challenging part of Google Analytics implementation. Because I didn't have coding background and I never hired a professional developer. I tried to self serve by reading support documentation on Google's developer portal. Although that portal is pretty comprehensive with examples of code snippets, I didn't feel confident about customizing the code to fulfill my analytics needs. The concept of custom dimensions and custom metrics, scope and how to send data was complex.

Rating breakdown

Ease of use
Customer support

Likelihood to recommend: 8/10

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Priyanka Lalchandani

Optimise Your Business with GA

Used daily for 2+ years
Reviewed 2020-03-01
Review Source: Capterra

I have been working on Google Analytics for a few years now and have seen the product mature greatly over the years. So far I feel GA is the best tool out there for the feature, functions and value it provides

Today, the cyberspace is dominated by Google and its products that each and every business uses it in some or the other form and so does the consumer. Therefore its a no-brainer to use Google Analytics to optimise how you’re business is attracting and retaining consumers on the internet. GA integrates across all Google suites and gives a comprehensive overview of what you should and shouldnt do to market your product/services to the global audience.

Like any software there are some limitations to features that might be better offered by a rival product.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 10/10

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Google Analytics pricing

Pricing options
Free trial
View Pricing Plans

Analytics Standard: Free

Analytics for Mobile Apps: Free

Analytics Premium: Contact Google Analytics

If your site generates 10 million or fewer hits per month, then Google Analytics is free. If your site generates more than 10 million hits per month, then we offer increased limits as part of Google Analytics Premium.

Google Analytics features

Collaboration Tools
Customizable Reporting
Dashboard Creation
Data Filtering
Data Visualization
Real Time Data
Reporting & Statistics
Third Party Integration

Activity Dashboard (136 other apps)
Ad hoc Reporting (78 other apps)
Business Intelligence (104 other apps)
Charting (76 other apps)
Data Import/Export (106 other apps)
Drag & Drop Interface (66 other apps)
Monitoring (80 other apps)
Predictive Analytics (66 other apps)
Real Time Analytics (106 other apps)
Trend Analysis (66 other apps)
Visual Analytics (122 other apps)

Videos and tutorials

Additional information for Google Analytics

Key features of Google Analytics

  • Data analysis
  • Content analytics
  • Social analytics
  • Conversion analytics
  • Advertising analytics
  • Alerts & intelligence
  • Cross-device data
  • Audience reporting
  • Conversion reporting
  • eCommerce reporting
  • Native remarketing integrations
  • Product integrations
  • Marketing analytics
  • Data collection & management
  • Javascript libraries
  • Tag management
  • Custom variables
  • Custom dimensions
  • Custom metrics
  • Calculated metrics
  • Native data onboarding integrations
  • Data manipulation
  • Custom channel groupings
  • Custom content groupings
  • Funnel analysis
  • Shopping & checkout funnels
  • Custom funnels
  • Multi-channel funnels
  • App event funnels
  • Mobile app reporting
  • Flow visualization reporting
  • User explorer functionality
  • Data activation
  • Audience demographics
  • Intelligence & anomaly detection
  • Machine learning
  • Multi-touch attribution
  • Predictive analytics
  • Native iOS & Android mobile apps
  • Proactive alerts
  • Custom reporting
  • Data filtering
  • Data import
  • Data visualization
  • Email notifications
  • Event tracking
  • Real time data
  • Real time reporting
  • Receiving
  • Search functionality
  • Third party integration
  • Segmentation
  • Mobile analytics
  • App security
  • Configuration APIs
  • Customizable dashboards
  • Graphical data presentation
  • Data reporting
  • User access controls
  • Widgets
  • Performance reporting
  • Collaboration tools
  • Customer journey tracking
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Receive alerts when significant statistical variations occur in website traffic, with Google Analytics 'Intelligence Events'.

Use Google Analytics' data import functionality to join the data from CRM, CMS and other systems with a Google Analytics account and gain more sophisticated insights.

Measure activities like downloads, video views and mobile ad clicks across devices with Google Analytics Event Tracking.

Use Google Analytics' Site Speed reports to view load times across a site. Easily identify & fix slow-loading pages to increase conversions.

View and analyze visitor paths with Flow Visualization then see how they interact with each page using In-Page Analytics.

Identify best-selling products & promotions, trace transactions and gain an understanding of customer behaviors with Google Analytics eCommerce reporting.