# Google Analytics > Google's free website and app analytics, with a paid 360 tier 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. - **Category:** Website & Product Analytics - **Made by:** Google - **Website:** https://marketingplatform.google.com/about/analytics/ - **Runs on:** Web, iOS, Android - **Facts last checked:** Oct 18, 2026 ## Pricing Google Analytics has a free plan. - **Pricing model:** Free plan - **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. | Plan | Price | What you get | | --- | --- | --- | | Google Analytics | $0 | Free: reports, explorations, attribution, predictive audiences, Google Ads and Search Console links, and BigQuery export. | | Analytics 360 | Custom | Sold through sales: intraday data within an hour, sub-properties, roll-up reporting, higher limits, up to 50 months of data and SLAs. | Read from https://marketingplatform.google.com/about/analytics-360/ on Oct 18, 2026. Prices change, so confirm with Google Analytics before buying. ## 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. ## 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. ## ToolGPA grades **GPA: 3.4 out of 4**, graded Oct 18, 2026. 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. - **Value for money: A.** $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. - **Free plan and trial: A.** Free 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. - **Features: B.** Traffic 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. - **Ease of use: B.** 4.6 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. - **Platforms and integrations: B.** Web 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. These are ToolGPA's own grades. 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. ## Where it 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). The category's chart of price against score: https://toolgpa.com/charts/analytics ## Keep it, 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. - You could make: Reports: an app builder makes this well. - You could not: A tracking script and a database that counts every visit. - You could not: A real app for iOS and Android. Something home-made would be a web page. - You could not: It plugs into other products, Google Ads, Google Search Console and BigQuery among them. - You could not: AI features, unless you pay a model provider for each request yourself. - You could not: The depth: we grade its features B, which means it covers the whole job. A judgement by ToolGPA from this listing, by rules that are the same for every tool. Nothing was built to test it. ## What people say - **App Store rating of the iPhone and iPad app:** 4.6 out of 5 from 5,249 ratings in the United States, read Oct 18, 2026. This is the store's rating of the app, not a score from ToolGPA. Source: https://apps.apple.com/us/app/id881599038 ## Works with Google Ads, Google Search Console, BigQuery, Google Tag Manager, Display & Video 360, Search Ads 360, Firebase, Salesforce Marketing Cloud **Tags:** Web analytics, Reports, AI features ## Alternatives - [Matomo](https://toolgpa.com/tools/matomo): Open-source web analytics you can host yourself or in Matomo's cloud. [Compare](https://toolgpa.com/compare/google-analytics-vs-matomo) - [Plausible](https://toolgpa.com/tools/plausible): Cookie-free, privacy-first website analytics made and hosted in the EU. [Compare](https://toolgpa.com/compare/google-analytics-vs-plausible) - [Fathom Analytics](https://toolgpa.com/tools/fathom-analytics): Cookie-free, privacy-first website analytics priced by pageviews. [Compare](https://toolgpa.com/compare/fathom-analytics-vs-google-analytics) - [Microsoft Clarity](https://toolgpa.com/tools/microsoft-clarity): Free session recordings and heatmaps from Microsoft, no traffic cap. [Compare](https://toolgpa.com/compare/google-analytics-vs-microsoft-clarity) - [Amplitude](https://toolgpa.com/tools/amplitude): Product analytics with session replay, experiments and in-app guides. [Compare](https://toolgpa.com/compare/amplitude-vs-google-analytics) ## Sources The prices, plans, platforms and features above were read from these pages on Oct 18, 2026: - https://marketingplatform.google.com/about/analytics-360/ - https://marketingplatform.google.com/about/analytics/ - https://marketingplatform.google.com/about/analytics/features/ - https://support.google.com/analytics/answer/7667196?hl=en - https://apps.apple.com/us/app/google-analytics/id881599038 - https://play.google.com/store/apps/details?id=com.google.android.apps.giant&gl=US&hl=en Page: https://toolgpa.com/tools/google-analytics Listed by ToolGPA (toolgpa.com).