Google Analytics 4

Free

Google's free analytics. Event-based tracking with AI insights. Unlimited.

Unlimited Free Tier

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About Google Analytics 4

Google Analytics 4 is Google's current analytics platform, replacing Universal Analytics. It is free for all websites and provides comprehensive event-based tracking, cross-platform measurement, and machine learning insights.

What You Get

Unlimited websites - Track as many properties as you need
Event-based tracking - Measure interactions beyond pageviews
Cross-platform - Track users across web and mobile apps
Exploration reports - Custom analysis with drag-and-drop report builder
Predictive metrics - AI-powered purchase and churn predictions
BigQuery export - Free data export to Google BigQuery for advanced analysis
Audience building - Create segments for Google Ads targeting

What to Know

GA4 is powerful but has a steep learning curve compared to its predecessor. The interface can be confusing, and setting up event tracking requires more configuration than simpler tools. For privacy-conscious businesses, GA4 uses cookies and requires consent banners in the EU.

Key Features

Event tracking

Conversion tracking

Audience analysis

Real-time reports

Explorations

AI predictions

BigQuery export

Cross-platform

Pros & Cons

Completely free

Unlimited data

Google integration

Powerful features

Privacy concerns

Complex interface

Steep learning curve

Data sampling

The free plan in practice

What you can actually do on Google Analytics 4's free plan (Unlimited — fully free), where it stops, and when it's worth paying.

What you can do free

Unlimited data
Event-based tracking
Cross-platform
AI insights
Custom reports
Real-time reporting

Where it stops

Data sampling at high volumes
Privacy/GDPR considerations
Complex setup and learning curve
No raw data export without BigQuery

When to upgrade to a paid plan

GA4 is free for effectively unlimited traffic; the paid tier (GA360) is enterprise-priced and almost nobody reading this needs it. Don't upgrade, instead add a complementary tool (PostHog, a privacy tracker) when you need product analytics or cleaner data, not GA360.