Google Analytics 4 Review 2026
Independent review of Google Analytics 4, a product analytics platform. Pricing starts at Free, ideal for Any size.
Pricing
Free
Free; GA4 360 ~$50K/yr (enterprise)
Best For
Any size
Setup Difficulty
Easy
Editorial Rating
4.0/5
Strengths & Weaknesses
Strengths
- + Completely free with no event limits (yet)
- + BigQuery export for raw data access
- + Native Google Ads and Search Console integration
- + Already deployed on most websites
Limitations
- - Not a product analytics tool: no funnel or retention analysis
- - Complex UX with steep learning curve
- - Processing delays of 24-48 hours on standard reports
- - Cannot track user-level behavior across sessions
See Google Analytics 4 Alternatives
Compare the best product analytics tools and find the right fit.
Best Google Analytics 4 Alternatives →Browse Product Analytics
See all tools and comparisons in product analytics.
All Product Analytics Tools →Frequently Asked Questions
Try Google Analytics 4
Visit Google Analytics 4's website for current pricing and a free trial.
Visit Google Analytics 4 →