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Google Analytics

Google's tool for measuring how people use your websites and apps.

Try Google Analytics (opens the Google Analytics website in a new tab)

Our verdict

Google Analytics suits site owners who want free measurement tied closely to Google Ads and Search Console. Skip it if you need to host the data yourself or want to avoid sending visitor data to Google.

What it does well

  • Google's page says it gives you the tools 'free of charge'
  • Links to Google Ads, Search Ads 360, Search Console and Google Cloud
  • Measures both websites and apps, with machine learning insights

Where it falls short

  • Standard properties keep data up to 14 months (360: up to 50 months)
  • Standard limits: 25 event parameters, 1M events per day to BigQuery
  • Analytics 360 has no public price; the page only offers 'Talk to Sales'
The Google Analytics website
The official Google Analytics website, 16 October 2026.

Google describes Google Analytics as a way to understand customers across devices and platforms, following the customer journey from first visit onward. Its page lists measurement of sites and apps, machine learning insights, flexible reporting and attribution across platforms.

On pricing, Google's product page says it gives you the tools 'free of charge'. A separate paid product, Analytics 360, is aimed at large enterprises; its page shows no price, only a 'Talk to Sales' link.

Google's help page compares limits between standard and 360 properties: data retention up to 14 months versus up to 50 months, 100 versus 400 audiences, and daily BigQuery export of 1 million events versus billions.

Google Analytics compared

Open source alternatives to Google Analytics

Free to use, with code anyone can inspect.

Last updated 16 October 2026. Facts checked against the official site on 16 October 2026. How we make money