Google Analytics is Google’s free analytics tool for websites and apps. The current version, GA4, records behavior as events and analyzes traffic sources, user behavior and conversions.
Best for
Site owners and marketing teams that want free, full-featured traffic analysis or run Google Ads.
Highlights
- Reports cover acquisition, engagement, retention and conversion.
- Connects with Google Ads, Search Console and BigQuery.
- Explorations build custom funnels and path analysis.
Watch for
GA4’s interface and concepts take some learning. It uses cookies, so sites serving European users need consent handling, and reports may be sampled at high volume.
- Category
- Research & Data
- Pricing
- Free
- Tags