Home / Web analytics / Google Analytics 4
Used Google Analytics 4, or moved to or from it? Tell us in about ten seconds. It is anonymous and other visitors see it.
Visitors who say they use Google Analytics 4: none yet. Self-reported, anonymous, and never used for order.
| plan | from $/mo | billed | source | checked |
|---|---|---|---|---|
| Standard (free) | $0 | per pageviews a month | pricing page | 2026-10-20 |
Standard (free): Free of charge. No pageview cap is stated for standard properties. The paid version is Analytics 360, which Google does not price publicly. The cost of the free version is in the limits below, and in what you must add to use it lawfully in some regions.
features recorded
| feature | status | from plan | note |
|---|---|---|---|
| No cookie banner needed | no | - | Uses cookies. When a visitor declines analytics consent it sends cookieless pings and fills the gap with modeling, so counts become estimates. Google advises setting consent defaults by region. |
| Goals and custom events | yes | Standard (free) | Called key events. |
| Campaign (UTM) tracking | yes | Standard (free) | |
| Real-time view | yes | Standard (free) | |
| Funnels | yes | Standard (free) | Funnel explorations. Explorations are limited by the retention setting and by sampling (see limits). |
| Revenue tracking | not stated | - | |
| API access | yes | Standard (free) | Reporting API with a daily token quota: 200,000 tokens a day on standard properties. |
| Import from Google Analytics | no | - | It is the source others import from. |
| Search Console data | not stated | - | |
| Team members | not stated | - | |
| Many sites | not stated | - | |
| Email reports | not stated | - | |
| Session replay | no | - | Not part of Google Analytics. |
limits: why people look elsewhere
| limit | what the vendor says | source | checked |
|---|---|---|---|
| Data retention in explorations | Event data used in explorations and funnel reports can be kept for 2 months or 14 months on standard properties (26 to 50 months only on paid 360 properties). Standard aggregated reports are not affected. | source | 2026-10-20 |
| Sampling | Explorations on standard properties are sampled above 10 million events per query (1 billion on 360). Unsampled explorations are not available on standard properties. | source | 2026-10-20 |
| Data thresholds | Google withholds data it considers could identify individuals: reports with demographic data, or search query rows with too few users. The thresholds are set by Google and cannot be adjusted, and narrow date ranges and low user counts make it more likely. | source | 2026-10-20 |
| Consent and modeled data | When a visitor declines analytics consent, Google Analytics does not read or write analytics cookies. It sends cookieless pings and uses them for behavioural and conversion modeling to fill the gaps, so some figures are estimates, not counts. | source | 2026-10-20 |
| Collection limits | Standard properties allow 25 event parameters per event, 25 user properties, and 100,000 events per user per day. | source | 2026-10-20 |
| API quota | The reporting API allows 200,000 tokens a day on standard properties (2 million on 360); most requests use under 10 tokens. | source | 2026-10-20 |
compare
- +Fathom alternatives: how Google Analytics 4 compares.
- +Plausible alternatives: how Google Analytics 4 compares.
- +All web analytics tools, including DataFast, Fathom, Pirsch, Plausible, PostHog.
Something wrong on this page? A price, a limit or a feature. I read every report. report it →suggest a tool →
switches
Reported switches to Google Analytics 4 from other listed tools: none yet. Self-reported by visitors, shown as a raw count, and never used for ranking.
What people said they gave up (read first, one person's view each):
proof signals
- +The standard version is free of charge (vendor statement)
details
- website
- analytics.google.com
- hosting
- managed
- open source
- no