Google Analytics Pricing, Features, Reviews & Alternatives

Google Analytics

Enterprise-class web analytics

4.7/5 (5,646 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, Canada, United Kingdom, Australia, China and 3 other markets, India, Japan, Germany

Supported languages

English, Swedish, Czech, Danish, Finnish and 21 other languages, Russian, Korean, Norwegian (Bokmal), Polish, Italian, Chinese (Simplified), Portuguese, Spanish, Indonesian, Dutch, Irish, Hebrew, German, Thai, Turkish, Arabic, French, Japanese, Hungarian, Ukrainian, Chinese (Traditional)
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 user reviews

Value for money
Ease of use
Customer support
Jem C.

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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Sarah H.

Google Analytics for Rich Web Insights

Used daily for 2+ years
Reviewed 2020-07-20
Review Source: Capterra

Our advertising agency does custom website builds for our clients so it's imperative that we accurately track acquisitions, referrals and user interactions on a daily basis to improve our advertising campaigns. We analyze time on site, page views, sessions, and bounce rate and the analytics help us improve our overall website UX and UI. The rich analytics provided from Google (especially integrations with Google Tag Manager) enable us to make intelligent improvements to the website to increase conversions.

Google Analytics is one of the most powerful tools available and it's free. It's very simple to deploy as long as you have backend access to a website. I use Google Analytics on a daily basis to track website analytics, behavior flow, conversion, and goal tracking, and build custom marketing funnels. Google Data Studio is an excellent way to directly pull data from the tool and make a completely customized dashboard with the top metrics that you analyze on a consistent daily basis. The user management and ability to set permissions adds an extra layer of security and the integration with Google Ads and YouTube properties is seamless and makes real-time reporting very dynamic. What we can measure, we can ultimately improve.

Google Analytics sometimes reports Facebook analytics differently from the backend of Facebook Ads Manager. However, Google is getting a lot better with tracking user performance, not just cookies (especially for cross-device interactions). The courses for the Google Analytics certification and somewhat bulky - I wish there was a better way to track your coursework and more online video tutorial similar to how Facebook Blueprint has organized their free online courses. Google Analytics can seem very daunting to beginners but there are a lot of great resources available from Google for education and tutorials.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 10/10

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Sasheena D.

Bar far the best app for checking and monitoring analytics

Used daily for 6-12 months
Reviewed 2021-04-14
Review Source: Capterra

Once you are familiar with Google Analytics you will have no issue using it. By far the best software for tracking your progress and helps you to analyze where improvements are needed on a daily.

Let me just start off by saying this is the complete package. Google analytics is a big deal. The tracking capabilities are phenomenal and the numerous features just allows you to have everything that you’re looking for in one place. By far one of the most powerful tools available and it is freeee. I love how secure it is and I love how they are constantly upgrading their system and making it better. 10/10

If you are not familiar with the system at first it can be a bit confusing and hard to maneuver, but once you get acquainted, everything is a breeze. Love it.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 9/10

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Jamie P.

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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Mark R.

Both simple and Complex to Use

Used weekly for 2+ years
Reviewed 2021-01-21
Review Source: Capterra

I have used GA for 15+ years and it has become the standard web analytics reporting tool for my institution over that time. We use it to measure our digital campaigns and admission com-flow and web traffic. While many parts of GA are easy to use and understand, the more complex reporting has become so valuable that we enlisted outside firm to assist with setup and tracking of campaigns tied directly to our strategic enrollment plan.

The GA snippet is simple to install if you have access to your sites source code. Analytics are quickly available, real time or next day, with an amazing array of detail. Reports can be created simply and exported to multiple file types and regularly mailed to anyone who has the need to view your site analytics.

While I appreciate the power and customization available in GA, setting up goals and conversions for a large, multi-domain website can be complicated for someone who doesn't specialize in using the tool. There are many setup resources available through Google support and independent sites, but its often difficult to decide which directions to follow for proper setup.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 9/10

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Google Analytics pricing

Pricing options
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

Ad hoc Reporting
Collaboration Tools
Customizable Reports
Dashboard Creation
Data Import/Export
Data Visualization
Performance Metrics
Reporting & Statistics
Third Party Integrations

Activity Dashboard (213 other apps)
Benchmarking (129 other apps)
Dashboard (215 other apps)
Data Connectors (180 other apps)
Key Performance Indicators (141 other apps)
Predictive Analytics (172 other apps)
Real Time Analytics (158 other apps)
Reporting/Analytics (300 other apps)
Visual Analytics (246 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.