# Google Analytics 4 (GA4) pricing and fit for marketers

Page: https://betterapps.site/tools/ga4
Site: Better Apps, run by Kerry Morrison of BetterStory
Status: Not yet reviewed by Kerry. Checked facts only.
Price checked: November 5, 2026


> Google's free analytics tool for measuring web and app activity, with a paid 360 tier for large teams.

## Short answer

Google Analytics 4 (GA4) pricing: Free for the standard version. Google Analytics 4 (GA4) has a free plan. Prices checked November 5, 2026 on the vendor's pricing page. Prices change, so confirm on the vendor's page before you buy. Vendors count different things, such as people, channels or runs.

## What is Google Analytics 4 (GA4)?

Google Analytics measures how people use websites and apps. Google describes cross-platform measurement across web and app, built-in automation, flexible reporting, cross-platform attribution, and machine learning that surfaces insights and predicts customer actions. The standard version is free. Analytics 360 is the paid enterprise tier with higher limits, such as up to 50 months of data retention against 14 months in standard, and larger BigQuery exports. Google Analytics connects to Google Ads, Search Ads 360, Display and Video 360, Google Cloud, and Search Console. Google positions it for small businesses, enterprises, and marketers who want to link insights to campaign results.

## Who is Google Analytics 4 (GA4) for?

### Who should use Google Analytics 4 (GA4)?

- Businesses that want free web and app measurement
- Marketers who connect analytics to Google Ads
- Large teams that need higher limits through Analytics 360

### Who should skip Google Analytics 4 (GA4)?

- Teams that need data retention beyond 14 months without paying for 360
- Teams that want product analytics with session replay in the same tool

## How much does Google Analytics 4 (GA4) cost?

| Plan | Price | Billing basis | Notes |
| --- | --- | --- | --- |
| Standard | Free | Not stated by the vendor | Google states standard Analytics is free of charge. Data retention is up to 14 months. |
| Analytics 360 | Contact sales | Not stated by the vendor | Google did not list a price. A Talk to Sales link is shown. |

Source: https://marketingplatform.google.com/about/analytics-360/. Checked November 5, 2026.

## How has the price of Google Analytics 4 (GA4) changed?

| Checked | Headline price | Source |
| --- | --- | --- |
| November 5, 2026 | Free for the standard version. | https://marketingplatform.google.com/about/analytics-360/ |

## What does Google Analytics 4 (GA4) work with?

Google Ads, Search Ads 360, Display & Video 360, Google Cloud, Google Search Console, BigQuery.

## What are the alternatives to Google Analytics 4 (GA4)?

- [PostHog](https://betterapps.site/tools/posthog): Product analytics suite with replay, feature flags, and surveys, billed by usage with a monthly free tier. Free monthly tier. Pay as you go above it.
- [Data Studio (formerly Looker Studio)](https://betterapps.site/tools/looker-studio): Google's drag-and-drop reporting tool, formerly Looker Studio, for Google Ads, Analytics, BigQuery, and Sheets data. Free. Pro costs $9 per user per project per month.

## Questions and answers

### Is Google Analytics free?

Yes. Google states the standard version is free of charge. Analytics 360 is a paid enterprise tier with no listed price.

### How long does GA4 keep data?

Standard properties keep data for up to 14 months, with 2 or 14 month options. Analytics 360 supports up to 50 months.

### What does Analytics 360 add?

Google lists higher limits, unsampled explorations, a larger BigQuery export, and service level agreements.

### How is GA4 different from PostHog?

Google Analytics focuses on marketing measurement and links to Google Ads. PostHog focuses on product analytics, session replay, and feature flags.

### How much does Google Analytics 4 (GA4) cost?

Free for the standard version. Checked November 5, 2026 against the vendor's pricing page.

### What does Google Analytics 4 (GA4) integrate with?

Google Analytics 4 (GA4) lists these integrations: Google Ads, Search Ads 360, Display & Video 360, Google Cloud, Google Search Console, BigQuery. Checked November 5, 2026 against the vendor's pages.

## Sources

- https://marketingplatform.google.com/about/analytics/
- https://marketingplatform.google.com/about/analytics-360/
- https://support.google.com/analytics/answer/11202874

## How was this page made?

Facts come from the vendor pages listed under Sources and were gathered with AI help. Anything unconfirmed is marked. Method: https://betterapps.site/methodology