Google Analytics 360 vs Amplitude

HubSpot Marketing Hub

Zoho Analytics

Pendo

Mixpanel

Segment

Kissmetrics

Compare Google Analytics 360 and Amplitude based on features, pricing, verified reviews, integrations & more on GetApp. Find out which software is best for your business in 2026.

Zoho Analytics is a self-service BI and analytics platform that helps users get new insights from their business data.

HubSpot Marketing Hub is a scalable, all-in-one platform for inbound marketing, combining content marketing, marketing automation, social media, analytics, and more, for marketing teams of all sizes to grow traffic, convert leads and track customers, all in one place

Mixpanel helps companies build better products through data. With our powerful, self-serve product analytics solution, teams can easily analyze how and why people engage, convert, and retain to improve their user experience.

Enterprise-level analytics platform for marketers, BI staff, and online businesses to gain insights into customer website interactions.

A/B Testing

Access Controls/Permissions

Activity Dashboard

Ad hoc Reporting

Alerts/Notifications

Analytics

Augmented Analytics

Behavior Tracking

Campaign Management

Campaign Tracking

Charting

Collaboration Tools

Conversion Tracking

Customer Database

Customer Journey Mapping

Customer Segmentation

Customizable Dashboard

Customizable Reports

Dashboard

Dashboard Creation

Data Aggregation

Data Capture and Transfer

Data Connectors

Data Discovery

Data Import/Export

Data Integration

Data Management

Data Visualization

Forecasting

Funnel Analysis

Indexing

Intelligent Search

Interactive Reports

Keyword Tracking

KPI Monitoring

Machine Learning

Marketing Reports

Monitoring

Multi-Channel Data Collection

Multiple Data Sources

Pageview Tracking

Performance Metrics

Product Data Management

Real-Time Analytics

Real-Time Data

Real-Time Monitoring

Real-Time Reporting

Recommendations

Referral Tracking

Reporting & Statistics

Reporting/Analytics

Search/Filter

Single Page View

Site Search Tracking

Tagging

Third-Party Integrations

Time on Site Tracking

Usage Tracking/Analytics

User Interaction Tracking

User Management

Visualization

Website Analytics

Widgets

Google Analytics 360

Android

Web-based

Owner

I believe it is a great asset for  any business. Once setup it is extremely easy to use and gives valuable insights to improve and thrive your business.

SVP Marketing

I love that this is free and easy to use. It's important to set up goals and conversations and then track them over time.

Director

Overall, positive experience using Google Analytics. Has some good points and is free for deployment,  and the reports and visualisation give a nice snapshot on the audience base.

I was having problems configuring my Google Analytics, and I couldn't figure out what was wrong.

Digital Marketing Specialist

I have used it for a few years now and it has been useful for each company I have worked with. It is great at giving free information on your company and website.

Owner 

I like that it shows you where most of your traffic comes from, what customers like to see and are looking at most often. It helps me to structure ads better as well.

PPC Strategist

Some reps seem to be less knowledgeable than you are. Some seem to completely misunderstand your questions and then fail to reinterpret.

Analytical Consultant

I am a huge fan of Google Analytics. It's very easy to implement and if you know how to use, it is very powerful.

Entrepreneur

I sincerely hope, they will keep the good work and add more features and make it a user-friendly tool and we will help them by recommending it to our friends and family members.

Analytics Manager

In addition my biggest frustration is the correspondence (or lack there of ) between GA and Search console.

Designer

In a way I see it as a problem are identifier that is incapable of identifying the problem itself.

Helpline Agent 

I love that you can earn a certificate to better understand how to use the application. I love that for small businesses that there is little to no cost.

Final art editor

The software has a great data visualization and helps you identify the best and worst-performing pages.

Founder & CEO

I'm raising capital for my tech company, so google analytics is great to check daily, weekly and monthly traction. It is also super easy to export reports and share with potential investors.

CEO 

Google analytics is just amazing. East to understand, inexpensive, and always very helpful to understand our website traffic.

Customer success manager 

The software is easy to use and seamlessly integrates with other applications for video analysis. This easy integration makes it user friendly.

The customer support does an outstanding job and the analytics are accurate. If you have an Adsense account this tool lets you analyze the traffic, keyword, and earnings from your ads with accuracy.

Managing Director 

This helps me to taylor my website to ensure that it is customer friendly. Google Analytics allows me to see how many persons visit my website daily and in real time.

Google Analytics 360 screenshot: Analyze daily visits, traffic types, & time on site by country

Google Analytics 360 screenshot: Google Analytics custom dashboard

Google Analytics 360 screenshot: Google Analytics audience demographics reporting

Google Analytics 360 screenshot: View website data in real time with Google Analytics

Google Analytics 360 screenshot: Connect sales, marketing and advertising data

Google Analytics 360 screenshot: Generate reports to see what's working and fix what's not

Freelancers

Large Enterprises

Mid Size Business

Non Profit

Public Administrations

Small Business

Kissmetrics is a behavioral analytics solution for product and marketing teams. We give companies actionable data and help them uncover insights on acquisition, engagement, retention, and revenue to grow their businesses.

Pendo is a product experience platform for teams to capture product usage data and behavior, gather feedback, and influence behavior with in-app messaging

Segment collects, centralizes, organizes and analyzes all your customer data coming from multiple sources such as apps, websites, and various devices.

Amplitude is a mobile analytics platform focused on providing access to the behavioral layer of user data

Behavioral Targeting

Cohort Analysis

Engagement Tracking

Goal Setting/Tracking

In-App Events Tracking

Multiple Site Management

Push Notifications

Retention Tracking

Revenue Tracking

Uninstall Tracking

Amplitude

Software Engineer

Thanks to this robust web analytics tool, we gained valuable insights into our users' activity and collected data that our company's marketing and sales teams put to good use.

Associate Payments

I also appreciate the archive that we can save with Amplitude, as all information, analyzes and reports can be saved in an organized manner and we can easily refer to them when needed.

ios developer

It is a tool that's user friendly and allows you to personalize a lot the data you want to get and extract. The analytics results you get are really good, and the visualisation as well is great.

Growth Engineer

The customer support is always there to help and even I have had the need to do a video call with them and went great. Lot of patience and very careful to satisfy our needs.

Android Developer

I like their free plan its a godsend for indie developers like myself who have a limited budget. Their user activity activity information and presentation is top notch.

Product Manager

Customer onboarding great. Great visual, leading to higher perception of value for presentation.

Senior UX Researcher

Great support team - customer success managers willing to upskill your team. Relatively well supported product and development team actively working to incorporate customer features.

I like best that their platform is easy to use, and it provides multiple products to manage customer behavior data, all in one place.

Product Management Intern

Good enough, and easy to understand. Also, its UI is really good.

Integrates well with multi-platform applications. Behavioural Cohorts, though expensive, offer key insights that help you understand exactly which are your best users and what makes them stick around.

Product

Also frustrating that you can't do "monthlies" unless you start from the first of the month and that the averages are not weighted.

Demand Generation manager

The pricing is really interesting and the data we're getting is the most exact we've found when compared with other solutions.

Chief Product and Strategy Officer

The funnel analysis and cohort tools really gave us an understanding of where people drop off but more importantly what features help improve retention.

Data Analyst

It is very easy to implement and to use by a no technical person. It also allows to integrate several platforms like those for A/B Tests.

When I started using Amplitude a couple of years ago it was simpler to organize the data how I wanted but now a days I frequently find myself lost after coming back to check app every couple of weeks.

Head of Marketing

The overall tool learning curve can take a lot of time. Sometimes problems can occur in UTM tagging.

Founder/Developer

I was on the scholarship plan and did get to try out the more advanced features. I found them a bit hard to understand, but I assume that the main limitation was my knowledge and not the tool itself.

Google Analytics 360 vs Amplitude Comparison (2026)

Google Analytics 360

Amplitude

Overview

Video & Screenshots

Pricing

User reviews

Key features

Integrations

Alternatives