ANALYTICS & ATTRIBUTIE
Google Analytics 4
Paid links. We earn a commission if you buy through links on this page. It never changes our ranking — see how we rank.
Pricing
We do not reprint prices. They change too often for that to be honest, and a number on our page with no date is worse than sending you to the source.
How we rated it
What it is
Google's analytics platform, built around events rather than pageviews, with funnels, audiences and a direct link to Google Ads. Free at the volumes most sites reach.
Who it is for
Almost everyone with a website, mainly because it is free and because advertising on Google works better with it connected.
Where it is strongest
Attribution for Google Ads. The connection between what you spend and what it produced is the thing you genuinely cannot get elsewhere.
Where it falls short
Hostile to learn — the event model confuses people who knew the old version, and the interface hides what used to be obvious. Data is sampled and thresholded in ways that quietly change your numbers. And in the EU it needs consent, so a chunk of your traffic is modelled rather than measured.
Our verdict
Recommended if you advertise on Google, where it is effectively required. If you do not, Plausible tells you what you need with far less effort and no banner.
Editorial assessment. We earn a commission on some links; it does not change the ranking.