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Google Analytics 4
The world's most widely deployed free analytics platform
Google Analytics 4 provides comprehensive web and app analytics for tracking user behaviour, conversions and engagement. Used by over 38 million websites globally, it offers free access with optional premium features through GA360.
| Pricing from | Free for standard version |
| Best for | Small to mid-sized businesses, content-focused websites, e-commerce platforms, Google advertising users |
| Website | analytics.google.com |
Strengths and trade-offs
- Completely free for standard deployment with no user limits
- Exceptional integration with Google advertising products and widespread third-party tool support
- Limited customisation and reporting flexibility compared to enterprise BI platforms
- Can require technical implementation for advanced tracking and custom events
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