Google Analytics Pricing & Plans 2026

Name: Google Analytics
Brand: Google Analytics
Availability: InStock

Complete pricing guide for Google Analytics. Compare all plans, analyze costs, and find the perfect tier for your needs.

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🆓Free Tier Available

💎1 Paid Plans

⚡No Setup Fees

Choose Your Plan

GA4 Standard

Free

✓Up to 10 million events per month per property
✓Real-time reporting and Explorations workspace
✓Predictive audiences and ML-driven insights
✓Free BigQuery export for raw event data
✓25 custom dimensions and 50 custom metrics
✓Up to 14 months of user-level data retention

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GA4 360 (Enterprise)

~$50,000+/year (custom)

✓Up to 125 million events per month
✓50 custom dimensions and 125 custom metrics
✓Sub-properties and roll-up properties
✓Data-driven attribution modeling
✓99.9% SLA with dedicated support
✓Higher sampling thresholds and longer retention

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Pricing sourced from Google Analytics · Last verified March 2026

Feature Comparison

Features	GA4 Standard	GA4 360 (Enterprise)
Up to 10 million events per month per property	✓	✓
Real-time reporting and Explorations workspace	✓	✓
Predictive audiences and ML-driven insights	✓	✓
Free BigQuery export for raw event data	✓	✓
25 custom dimensions and 50 custom metrics	✓	✓
Up to 14 months of user-level data retention	✓	✓
Up to 125 million events per month	—	✓
50 custom dimensions and 125 custom metrics	—	✓
Sub-properties and roll-up properties	—	✓
Data-driven attribution modeling	—	✓
99.9% SLA with dedicated support	—	✓
Higher sampling thresholds and longer retention	—	✓

Is Google Analytics Worth It?

✅ Why Choose Google Analytics

• Free tier is extremely capable, including BigQuery export that was previously a paid-only feature restricted to GA360 customers paying $150,000+ per year
• Deep native integration with Google Ads, Search Console, Looker Studio, and 100+ partner tools in the broader Google ecosystem
• Machine learning-powered predictive audiences (purchase probability, churn probability, predicted revenue) reduce manual analysis effort
• Event-based data model is more flexible than the legacy session-based approach used by Universal Analytics
• Cross-platform tracking unifies web and mobile app data in a single property, with up to 10 million events per month free
• Massive community and ecosystem with extensive documentation, Skillshop certification courses, and third-party tool support

⚠️ Consider This

• Significant learning curve for users migrating from Universal Analytics due to completely different data model and UI
• Data sampling applies to explorations on the free tier when datasets exceed 10 million events, which can skew results for high-traffic sites
• Data retention is limited to a maximum of 14 months for user-level data, requiring BigQuery export for longer historical analysis
• Standard reports can have processing delays of 24-48 hours, limiting same-day decision-making on campaign performance
• Privacy concerns exist as data is processed on Google's servers, which may conflict with strict GDPR or data sovereignty requirements

What Users Say About Google Analytics

👍 What Users Love

✓Free tier is extremely capable, including BigQuery export that was previously a paid-only feature restricted to GA360 customers paying $150,000+ per year
✓Deep native integration with Google Ads, Search Console, Looker Studio, and 100+ partner tools in the broader Google ecosystem
✓Machine learning-powered predictive audiences (purchase probability, churn probability, predicted revenue) reduce manual analysis effort
✓Event-based data model is more flexible than the legacy session-based approach used by Universal Analytics
✓Cross-platform tracking unifies web and mobile app data in a single property, with up to 10 million events per month free
✓Massive community and ecosystem with extensive documentation, Skillshop certification courses, and third-party tool support
✓BigQuery export enables SQL-based analysis on raw event-level data at no additional cost for standard GA4 users

👎 Common Concerns

⚠Significant learning curve for users migrating from Universal Analytics due to completely different data model and UI
⚠Data sampling applies to explorations on the free tier when datasets exceed 10 million events, which can skew results for high-traffic sites
⚠Data retention is limited to a maximum of 14 months for user-level data, requiring BigQuery export for longer historical analysis
⚠Standard reports can have processing delays of 24-48 hours, limiting same-day decision-making on campaign performance
⚠Privacy concerns exist as data is processed on Google's servers, which may conflict with strict GDPR or data sovereignty requirements
⚠Limited customization of standard reports compared to dedicated business intelligence tools like Looker or Tableau
⚠Consent mode and cookie restrictions can result in modeled data rather than observed data, reducing precision in privacy-regulated regions

Pricing FAQ

Is Google Analytics really free, and what does the free version include?

Yes, the standard GA4 tier is completely free with no credit card required. The free version includes up to 10 million events per month per property, 25 custom dimensions, up to 14 months of user-level data retention, real-time reporting, predictive audiences, and free BigQuery export—a feature that previously required the $150,000/year GA360 tier. For most small and mid-sized businesses, the free version provides everything needed to run comprehensive marketing and product analytics without ever hitting paid limits.

How is GA4 different from Universal Analytics, and do I need to migrate?

Universal Analytics was fully sunset on July 1, 2024, so migration is no longer optional—all historical UA data is read-only and will be deleted July 1, 2024 onward. GA4 uses an event-based data model where every interaction is an event with parameters, rather than UA's session and pageview-based model. This means different reports, different metrics (engagement rate replaces bounce rate), a new interface, and a steeper learning curve, but enables cross-platform tracking, predictive metrics, and more flexible analysis.

Is Google Analytics GDPR-compliant for European users?

GA4 offers GDPR compliance tools including consent mode v2, IP anonymization by default, configurable data retention (2-14 months), and data deletion requests. However, several European data protection authorities (France's CNIL, Austria, Italy) have previously ruled GA implementations non-compliant due to US data transfers. Companies serving EU users should implement consent mode v2, consider server-side tagging via Google Tag Manager, and consult legal counsel. Alternatives like Matomo or Plausible may be safer for privacy-sensitive organizations.

How much does GA4 360 cost, and is it worth upgrading from the free tier?

GA4 360 pricing is negotiated per contract through a Google sales rep and typically starts around $50,000 per year, scaling with data volume up to $150,000+ for large enterprises. The upgrade is worth it for sites exceeding 10 million events per month, organizations needing data-driven attribution modeling, sub-property/roll-up property support, higher sampling thresholds, a 99.9% SLA, and dedicated technical support. Most businesses with under 10 million monthly events will not see meaningful ROI from upgrading.

Can I use GA4 alongside other analytics tools like Mixpanel or Amplitude?

Yes, running multiple analytics platforms in parallel is common practice. GA4 excels at acquisition and marketing analytics (ads, SEO, conversions), while product analytics tools like Mixpanel or Amplitude are better for deep funnel analysis and user cohort retention. Many teams deploy both via Google Tag Manager or a customer data platform like Segment. Be aware that duplicating data collection increases cost (on paid tools) and page load weight, so tag only the events needed in each system.

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