Analytics · Tool review
Google Analytics 4
Updated 2026-07-10
Overview
Google’s analytics platform for event-based measurement of digital properties.
Features
- Event model
- Explorations
- Ads integrations
Pros
- Industry standard
- Free tier
- Ads ecosystem
Cons
- Setup complexity
- Sampling/limits on some use cases
Pricing
Free + paid 360; see Google.
Best for
First-party behavior measurement when configured correctly.
Alternatives
Plausible · Adobe Analytics (enterprise)
Verdict
Necessary measurement layer. Pair with GSC for search truth.
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