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Google Analytics

Google's free website and app analytics, with a paid 360 tier

Free planAnalyticsChecked Oct 18, 20264.6 on the App Store
Visit marketingplatform.google.comFree guide

Our verdict

First of our top three website and product analytics tools

For: Most website owners

Google Analytics shows where visitors come from, which pages they view and which campaigns lead to sales or sign-ups, with funnel and path explorations, data-driven attribution, and links to Google Ads, Search Console and BigQuery. The standard version is free for sites and apps of any size. It runs on the web, iPhone and Android, and its iPhone and iPad app averages 4.6 from about 5,200 ratings. Know the limits: it does not record visits, user- and event-level data is kept for 14 months at most, and data within the hour and longer history are Analytics 360 features, priced through Google's sales team.

See all three and how we rank

Google Analytics report card

3.4GPA

Very good · out of 4.0 · graded Oct 18, 2026

Best for free traffic reports for any size of site

Google Analytics is free at any size and shows where visitors come from, what they do and which campaigns lead to sales, with deep links into Google Ads, Search Console and BigQuery. That's hard to beat for nothing. It doesn't record visits, though, and the free version keeps user-level data for 14 months at most.

Who Google Analytics is for

  • Great if you run Google Ads and want to see which campaigns bring in sales
  • Handy when you want raw event data in BigQuery without paying for it
  • Good for small businesses that want free traffic reports

Who Google Analytics is not for

  • Skip it if you want to watch recordings of visits, which it doesn't do
  • Not for you if you need more than 14 months of user-level history without paying for 360
  • Tight if you need data within the hour, as intraday freshness is a 360 feature

Why Google Analytics gets a 3.4

Five grades, each with its reason. The GPA is their average: an A is 4 points, an F is none.

  • AValue for money$0 for a 10,000-visitor site, or one a hundred times that size: the standard version is free, with reports, explorations, attribution and BigQuery export. Only Analytics 360, quoted by Google's sales team, costs money.
  • AFree plan and trialFree for sites and apps of any size, with no traffic cap a normal business would reach. The limits that do exist are about history: user- and event-level data is kept for 2 or 14 months.
  • BFeaturesTraffic and acquisition reports, funnel and path explorations, cohorts, data-driven attribution, predicted audiences and BigQuery export. The whole traffic analytics job, graded against Matomo, Plausible and Fathom. It doesn't record visits; that's Clarity's job.
  • BEase of use4.6 from 5,249 App Store ratings for its phone app. You can ask questions in plain words, but explorations, events and attribution settings take some learning to get the most from.
  • BPlatforms and integrationsWeb plus iPhone and Android apps, with links to Google Ads, Search Console, BigQuery, Tag Manager, Firebase and Salesforce Marketing Cloud. No desktop app, which keeps it off an A.

What these grades rest on. Graded from this listing, whose facts were read from Google's own pages on 18 October 2026, and its App Store rating. Not based on using the product, and shorter than our full reviews. How we review and grade.

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Where Google Analytics stands among website and product analytics tools

Google Analytics's GPA of 3.4 is higher than 13 of the 13 other website and product analytics tools we grade.

It stands best on free plan and trial (A, above 12 of 13) and worst on platforms and integrations (B, above 0).

Each grade against the category

Every bar is all 14 website and product analytics tools we grade, cut by the letter each got. Google Analytics’s own letter is outlined.

  • AValue for moneyAbove 8 of 13, level with 5
  • AFree plan and trialAbove 12 of 13, level with 1
  • BFeaturesAbove 4 of 13, level with 8
  • BEase of useAbove 10 of 13, level with 3
  • BPlatforms and integrationsAbove 0 of 13, level with 13

Keep Google Analytics, or make your own?

Keep it

The plain part of Google Analytics you could make: reports. What surrounds it you could not. The 5 things listed below take a company, not a weekend.

It is one of the better ones too: its GPA of 3.4 is higher than 13 of the 13 other website and product analytics tools we grade.

What you could make

  • Reports: an app builder makes this well.

What you could not

  • A tracking script and a database that counts every visit.
  • A real app for iOS and Android. Something home-made would be a web page.
  • It plugs into other products, Google Ads, Google Search Console and BigQuery among them.
  • AI features, unless you pay a model provider for each request yourself.
  • The depth: we grade its features B, which means it covers the whole job.

What this rests on. Google Analytics’s listing: what it does, where it runs, what it plugs into and what it costs. It is a judgement about the kind of software this is. We have not built a replacement for it, and making your own means looking after it too. How we decide, and every tool’s verdict.

What is Google Analytics?

Google Analytics measures traffic and behavior across websites and apps: where visitors come from, what they view, and which campaigns lead to purchases or sign-ups. It ties into Google Ads, Search Console and BigQuery, uses machine learning for predicted audiences and automatic insights, and answers plain-language questions. The standard version is free; Analytics 360, with higher limits, fresher data and support agreements, is sold through Google's sales team.

Google Analytics has a free plan. See every plan

Good for

  • Small businesses and site owners who want free traffic reports
  • Advertisers running Google Ads campaigns
  • Teams that want raw event data in BigQuery

Worth knowing

  • Analytics 360 has no published price; it is quoted through Google's sales team.
  • In the free version, user- and event-level data is kept for 2 or 14 months; 26, 38 and 50 months are 360 only.
  • Intraday data freshness, sub-properties, roll-up reporting and higher limits on custom dimensions and audiences are 360 only.
  • Google Ads data in reports is limited to a rolling 36 months, and Google signals data is kept no more than 26 months.

Key features

Traffic and acquisition reports
Shows how people reach a site or app across paid and organic channels, which pages and screens they use, and what happens in real time.
Explorations
Free-form analysis, open or closed funnels, path analysis, segment overlap, cohorts and user lifetime value, built by dragging fields onto a canvas.
Attribution
Data-driven attribution, conversion path reports and model comparisons show how each marketing channel contributes to conversions.
Predictions and insights
Machine learning predicts actions such as purchase or churn to build audiences, flags notable changes automatically, and answers typed questions.
Google Ads and BigQuery links
Imports Google Ads, Display & Video 360 and Search Ads 360 data, sends audiences and conversions back, and exports raw events to BigQuery.

Google Analytics pricing

Starts at
Not published
Free plan
The standard Google Analytics is free for sites and apps of any size, with reports, explorations, attribution and BigQuery export. User- and event-level data is kept for at most 14 months.
Free trial
None listed
Google Analytics$0Free: reports, explorations, attribution, predictive audiences, Google Ads and Search Console links, and BigQuery export.
Analytics 360CustomSold through sales: intraday data within an hour, sub-properties, roll-up reporting, higher limits, up to 50 months of data and SLAs.

Read from marketingplatform.google.com on Oct 18, 2026. Prices change, so confirm with Google Analytics before you buy.

Pricing in detail

How people rate the Google Analytics app

4.6

out of 5 for the iPhone and iPad app

5,249 ratings on the App Store in the United States, read Oct 18, 2026. It rates the app, not everything the product does. See the listing

Google Analytics reviews, and where to read more

Works with

Google Analytics alternatives

All Google Analytics alternatives comparedAll website and product analytics tools

Common questions

Is Google Analytics free?

Google Analytics has a free plan. The standard Google Analytics is free for sites and apps of any size, with reports, explorations, attribution and BigQuery export. User- and event-level data is kept for at most 14 months.

How much does Google Analytics cost?

Google Analytics lists 2 plans. Google Analytics: $0. Analytics 360: custom pricing. Prices were read from marketingplatform.google.com on Oct 18, 2026.

What platforms does Google Analytics work on?

Google Analytics is available on Web, iOS and Android.

How is Google Analytics rated?

Google Analytics's iPhone and iPad app averages 4.6 out of 5 from 5,249 ratings on the App Store in the United States, as read on Oct 18, 2026. That is the store's rating of the app, not a score from us.

Does Google Analytics have a Windows app?

No Windows app was listed when its pages were read on Oct 18, 2026. Google Analytics is listed for Web, iOS and Android.

Does Google Analytics have a macOS app?

No macOS app was listed when its pages were read on Oct 18, 2026. Google Analytics is listed for Web, iOS and Android.

Is Google Analytics open source?

Google Analytics is not described as open source on its own site, as read on Oct 18, 2026.

What does Google Analytics integrate with?

Google Analytics's listing names Google Ads, Google Search Console, BigQuery, Google Tag Manager, Display & Video 360, Search Ads 360, Firebase and Salesforce Marketing Cloud. A listing names up to eight integrations, so it may connect to more.

Who makes Google Analytics?

Google Analytics is made by Google.

What are the alternatives to Google Analytics?

The closest alternatives to Google Analytics in our directory are Matomo, Plausible, Fathom Analytics, Microsoft Clarity and Amplitude. Each one has a side-by-side comparison with Google Analytics.

How does Google Analytics compare with other website and product analytics tools?

Google Analytics's GPA of 3.4 is higher than 13 of the 13 other website and product analytics tools we grade. It stands best on free plan and trial (A, above 12 of 13) and worst on platforms and integrations (B, above 0).

Could I make my own version of Google Analytics?

The plain part of Google Analytics you could make: reports. What surrounds it you could not. The 5 things listed below take a company, not a weekend. It is one of the better ones too: its GPA of 3.4 is higher than 13 of the 13 other website and product analytics tools we grade. What you could not make: A tracking script and a database that counts every visit. A real app for iOS and Android. Something home-made would be a web page. It plugs into other products, Google Ads, Google Search Console and BigQuery among them. AI features, unless you pay a model provider for each request yourself. This is a judgement from its listing. We have not built one.

Sources for this page

The prices, plans, platforms and features above were read from these pages on Oct 18, 2026. What people say is linked where it appears.