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Google Analytics
What it is
Google Analytics measures customer interactions across websites and apps throughout the customer lifecycle. It provides reporting for acquisition, engagement, conversion, and monetization, with event-based measurement, funnel exploration, ecommerce tracking, and cross-platform attribution. Cross-device views help businesses understand customers, while Google machine learning can uncover insights and anticipate future actions. Built-in automation, flexible reporting, and shareable reports support analysis and collaboration. Integrations include Google Ads, Search Ads 360, Display & Video 360, Google Cloud, and Google Search Console. The standard Google Analytics solution is free of charge for businesses of every size. Analytics 360 is aimed at large enterprises and adds advanced customization, scalable tools, higher limits, unsampled explorations, enhanced data freshness, and continuous intraday data within an hour. It also includes enterprise-level support with service level agreements and lists Salesforce among its integrations. No Analytics 360 price is shown; interested customers are directed to contact sales. Google Marketing Platform provides developer and learning resources, including Analytics for developers, Analytics Academy, Skillshop, and Google Primer.
For and against
For
- Free for businesses of every size
- Tracks events, funnels, and ecommerce
- Provides cross-platform and cross-device insights
- Offers shareable reports
- Connects with major Google products
Against
- Data retention is limited
- Analytics 360 pricing requires contacting sales
- Enterprise capabilities are in Analytics 360
The verdict
Google Analytics provides broad measurement and reporting at no charge. Analytics 360 extends the foundation for large enterprises with higher limits, customization, and support agreements.
Who it suits
Google Analytics suits businesses measuring customer activity across websites and apps. Analytics 360 is intended for large enterprises needing advanced customization, scale, and enterprise support.
Plans and prices
Google Analytics
Customer measurement across websites and apps · Acquisition, engagement, conversion, and monetization reporting · Funnel exploration and event-based measurement
Read 27 Sep 2026 · marketingplatform.google.com
Analytics 360
Advanced customization and scalable tools · Higher limits and unsampled explorations · Enterprise-level support and service-level agreements
Read 27 Sep 2026 · marketingplatform.google.com
On the record
- Premium capabilities
- Analytics 360 includes enhanced data freshness, continuous intraday data within an hour, and unsampled results.marketingplatform.google.com · read 27 Sep 2026
- Advertising connections
- Analytics connects insights to results through Google advertising and publisher tools.marketingplatform.google.com · read 27 Sep 2026
- API access
- Yesmarketingplatform.google.com · read 20 Sep 2026
- Automated reporting
- Analytics includes built-in automation and intuitive, flexible reporting.marketingplatform.google.com · read 27 Sep 2026
- Company owner
- Google Marketing Platform is part of Google.marketingplatform.google.com · read 27 Sep 2026
- Conversion funnels
- Yesmarketingplatform.google.com · read 20 Sep 2026
- Cross-platform insights
- Analytics provides understanding across devices and platforms.marketingplatform.google.com · read 27 Sep 2026
- Cross-platform attribution
- Analytics provides cross-platform attribution as part of its measurement foundation.marketingplatform.google.com · read 27 Sep 2026
- Customer insights
- Analytics helps businesses understand customers and deliver better experiences.marketingplatform.google.com · read 27 Sep 2026
- Data retention
- limitedmarketingplatform.google.com · read 20 Sep 2026
- Developer resources
- Google Marketing Platform provides Analytics for developers resources.marketingplatform.google.com · read 27 Sep 2026
- Ecommerce tracking
- Yesmarketingplatform.google.com · read 20 Sep 2026
- Salesforce integration
- Analytics 360 lists Salesforce among its integrations.marketingplatform.google.com · read 27 Sep 2026
- Enterprise pricing
- Analytics 360 directs interested customers to contact sales; no price is shown.marketingplatform.google.com · read 27 Sep 2026
- Enterprise support
- Analytics 360 provides enterprise-level support with service level agreements across many functionalities.marketingplatform.google.com · read 27 Sep 2026
- Event tracking
- Yesmarketingplatform.google.com · read 20 Sep 2026
- Free access
- Google Analytics is available free of charge.marketingplatform.google.com · read 27 Sep 2026
- Free tier audience
- The free solution is for businesses of every size.marketingplatform.google.com · read 27 Sep 2026
