Home

/

Tools

/

/

Google Analytics

Google Analytics

Google Analytics is Google’s free website and app analytics platform for tracking traffic, user behavior, and marketing performance.

Visit Official Website

Pricing

Free (enterprise tier, Analytics 360, available with custom/undisclosed pricing for larger organizations)

Best for

Website and app owners of any size who need to understand traffic sources, user behavior, and marketing performance at no cost

Website

https://marketingplatform.google.com/about/analytics/

Category

Overview

Google Analytics is Google’s free analytics platform for measuring website and app traffic, user behavior, and marketing performance. It’s part of Google Marketing Platform and is one of the most widely used web analytics tools.

Who It’s Best For

Google Analytics is best for website and app owners of any size who need to understand traffic sources, user behavior, and marketing performance at no cost.

How It Can Be Used

  • Tracking website traffic sources and visitor behavior
  • Measuring marketing campaign performance across channels
  • Understanding the customer journey across a website or app
  • Building custom reports and audience segments for analysis

FAQ

What is Google Analytics used for?

Google Analytics is used to measure website and app traffic, track user behavior, and evaluate marketing performance.

Does Google Analytics have a free plan?

Yes. Google Analytics is free for businesses of nearly any size. An enterprise-tier product, Analytics 360, exists for larger organizations needing advanced features, with custom pricing not published.

Who should use Google Analytics?

Any website or app owner who wants to understand their traffic and user behavior can use Google Analytics, from individual site owners to large enterprises.

What are alternatives to Google Analytics?

Google Analytics is not a direct alternative to Google Search Console — the two are complementary tools commonly used together, not competing products. No directly competing free analytics alternative is currently profiled on this site.

See more in our Web Tools hub.

Key Features

Pros and Cons

Pros

  • Free for the vast majority of websites and apps
  • Widely documented with a large community and official support resources
  • Integrates directly with Google Ads and Search Console
  • Scales from small sites to an enterprise tier (Analytics 360)

Cons

  • Can have a learning curve for newer report interfaces
  • Some advanced features require the paid Analytics 360 tier
  • Privacy regulations affect available tracking depending on region

Screenshots

Pricing

Free (enterprise tier, Analytics 360, available with custom/undisclosed pricing for larger organizations)

Google Analytics is free to use for websites and apps of virtually any size. Google also offers Analytics 360, an enterprise-tier product with advanced features and deeper integrations with other Google Marketing Platform tools; specific pricing for Analytics 360 is not published and is arranged directly with Google.

Alternatives

Google Analytics is not a direct competitor of Google Search Console — the two are complementary tools commonly used together rather than substitutes for each other. No directly competing free alternative is currently profiled on this site.

Related Articles

Ready to try it?

Visit the official website to see current pricing and get started.

Visit Website