The industry-standard web analytics platform with event-driven tracking, predictive metrics, and free BigQuery integration.
Google Analytics 4 (GA4) is the most widely used web analytics platform in the world, installed on over 28 million websites. GA4 shifted from a session-based to an event-driven data model, providing more flexible tracking across websites and mobile apps in a single property.
GA4 introduces machine learning-powered insights, predictive metrics (purchase probability, churn probability), enhanced cross-device and cross-platform measurement, and free native BigQuery integration for raw data export. Exploration reports allow analysts to build custom analyses with funnels, path analysis, segment overlap, and cohort exploration.
The free version is powerful but has limitations: data retention defaults to 2 months (extendable to 14 months), data sampling may trigger for Exploration reports exceeding 10 million events, and BigQuery exports cap at 1 million events/day. Google Analytics 360 starts at $50,000/year for enterprises needing higher limits, with typical US pricing around $150,000/year for up to 500M hits.
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