Google Analytics
Google Analytics 4 (GA4) is the world's most widely used web analytics platform, providing free, in-depth data on website traffic, user behavior, and conversion performance. GA4 uses an event-based data model that tracks the full customer journey across web and mobile, integrates natively with Google Ads and Search Console, and offers machine learning-powered insights. It is installed on over 56% of all websites.
Pros
- Completely free for most businesses — no limits on sites
- Deep integration with Google Ads, Search Console, BigQuery
- Event-based tracking covers web and app in one property
- Powerful funnel analysis, cohorts, and path exploration
- Predictive metrics powered by Google ML models
Cons
- GA4 learning curve significant coming from Universal Analytics
- Data sampling on free tier for high-traffic reports
- Privacy regulations limit tracking in EU/cookie-less environments
- Reports less intuitive than dedicated BI tools