Source-backed analysis12
Review basis
Research-based review: the AppDuo Editorial Team compiled it from official pages, documentation, app stores, press and user feedback, without hands-on testing. Every claim links to a source with the date it was checked.
12 reference sourcesInformation updated Nov 10, 2026
How we review
Google Analytics Review
Google's free web and app measurement tool: powerful, with a learning curve
By AppDuo Editorial Team · Updated
- Web
- iOS
- Android
- API
On this page
Decide at a glance
Our verdict
Google Analytics suits site owners, marketing teams and developers who want free measurement of traffic, conversions and acquisition sources, especially if they already run Google Ads. The trade-offs are standard-tier limits (14-month retention, sampling in Explore) and the owner’s own responsibility for visitor consent under local law.
Best for: Site, shop and blog owners who need free tracking of traffic, sources and conversions
Skip it if: Organisations that want full control of their data without a third party (consider self-hosted tools)
Pros
- Free standard tier that still includes realtime, Explore and attribution reporting
- Links with Google Ads, Search Console, BigQuery and Google Marketing Platform products
- Data API and a daily BigQuery export for custom analysis
Cons
- The standard tier keeps data for at most 14 months and samples Explore queries
- Analytics 360 pricing is not published
All pros and cons · Who is it for?
Pros
- iOS and Android apps for viewing reports (4.6/5 on the US App Store, 4.0/5 on US Google Play)
Cons
- Site owners carry visitor consent and personal-data legal risk themselves
- No direct support channel is stated for the free tier
Best for
- Teams running Google ads that want behaviour data linked to campaigns
- Developers who want raw data in BigQuery or reports through the API
Skip it if
- People who want a simple, low-setup tool: GA4 brings events, key events and audiences to learn
Problems it solves
Experience & key features
What is Google Analytics?
Google Analytics measures how visitors interact with websites and apps. According to Wikipedia, Google acquired Urchin Software in April 2005 and launched Google Analytics on 14 November 2005. The current version, GA4, was released in October 2020; Universal Analytics stopped collecting new data on 1 July 2023.
How it works
Site owners add a JavaScript snippet to each page. It sends pseudonymous information about interactions, traffic source and conversion events. Analytics aggregates the data by device, browser and other criteria; Google notes that processed data cannot be changed afterwards. The tool offers built-in reports, realtime, Explore and machine-learning insights, with links to Google Ads, Search Console and BigQuery.
Pricing and limits
Google presents Google Analytics as free. The standard tier keeps data for up to 14 months and allows 30 key events, while Analytics 360 keeps up to 50 months, 50 key events and billions of events in the daily BigQuery export. The pages read publish no 360 price. The mobile app shows metrics and insights on a phone.
More analysis
Privacy and who it is for
Google Analytics fits teams already invested in Google’s ecosystem that need traffic analysis. Before installing it, site owners should review their consent obligations, as regulators in Austria, France and Italy found in 2022 that some uses could violate GDPR (per Wikipedia). Those who need self-hosted data or a simpler interface can look at other options in the catalogue.
Screenshots
Plans & pricing
Prices last verified Nov 10, 2026
Google Analytics
BusinessFree
Free. Per Google’s help page: up to 14 months of data retention, 30 key events, 100 audiences, up to 1M events a day in the BigQuery export and a Data API quota of 200,000 tokens per day.
Analytics 360
BusinessContact sales
Paid under contract; the pages read publish no price. Up to 50 months of retention, 50 key events, 400 audiences, billions of events in the daily BigQuery export, a 2M tokens/day API quota and unsampled explorations. SLAs apply only once the account is on a 360 contract.
- Free plan limits
- The standard tier is free but capped: up to 14 months of retention, Explore samples queries above 10M events, and unsampled explorations are not available.
- Free trial
- No free trial
Cancellation & refunds
The standard tier is free, so no refunds apply; the pages read give no refund policy for Analytics 360.
Privacy
Per Google’s help pages, Analytics collects number of users, session statistics, approximate location, and browser and device information by default. On the web a client ID is stored in a first-party _ga cookie; when analytics storage is turned off through Consent Mode, that ID is not stored. In apps the SDK can collect the device advertising ID, which on iOS 14.5+ requires user permission. Google states that GA4 does not log or store IP addresses. Site owners remain responsible for legal basis and visitor consent: per Wikipedia, regulators in Austria, France and Italy found in 2022 that some uses of Google Analytics could violate GDPR. Google’s current general privacy policy took effect on 16 October 2026.
Google Analytics alternatives
7.5/10Firebase
Google's all-in-one backend for mobile and web apps: database, auth, hosting, push
7.3/10HubSpot
A CRM with a free tier that scales into marketing, sales and service
Frequently asked questions
Is Google Analytics free?
Yes, the standard tier is free. Analytics 360 is a paid contract tier whose price is not published on the pages read.
How long does Google Analytics keep data?
Up to 14 months on standard (2 or 14 months selectable) and up to 50 months on Analytics 360. Large and XL properties are limited to 2 months on standard.
Can I still use Universal Analytics?
No. Per Wikipedia, Universal Analytics stopped collecting new data on 1 July 2023 and all properties lost access on 1 July 2024. GA4 is the current version.
Does Google Analytics store IP addresses?
Per Google's help page, GA4 does not log or store IP addresses, so IP masking as in Universal Analytics is not needed.
Review evidence & sources12
Scores
- Ease of use
- 6.5
- Features
- 8.8
- Value for money
- 8.7
- Performance
- 7.5
- Support
- 5.5
- Privacy & security
- 6.0
Why this score
GA4’s event model and many configuration concepts take time to learn; the mobile app is simpler. The verified interface list is English only. Based on documentation.
Why this score
Web and app measurement, realtime, Explore, key events, audiences, Data API, BigQuery export and Google product links; broader than most free tools.
Why this score
A free standard tier with a large feature set. Kept below 9 by the 14-month retention cap, Explore sampling and unpublished 360 pricing.
Why this score
Explore samples at 10M events in the standard tier and the API has a 200,000 tokens/day quota, which can constrain large reports.
Why this score
Help center, community, release notes and developer docs exist, but the pages read name no direct support channel for the free tier.
Why this score
Google says GA4 does not store IP addresses and offers Consent Mode, but the data sits in Google’s ad ecosystem, and in 2022 regulators in Austria, France and Italy found some uses could violate GDPR (per Wikipedia).
What users say
- App Store (United States)4.6/5 · 5,253
- App Store (Vietnam)4.8/5 · 1,196
- Google Play (United States)4.0/5 · 132,840
Sources
- Vendor-providedGoogle Analytics official product pageNov 10, 2026
- Vendor-providedAnalytics Help: standard vs Analytics 360 limitsNov 10, 2026
- Vendor-providedAnalytics Help: data collectionNov 10, 2026
- Vendor-providedAnalytics Help: how Google Analytics worksNov 10, 2026
- Vendor-providedAnalytics Help: release notesNov 10, 2026
- Vendor-providedAnalytics Help: IP maskingNov 10, 2026
- Vendor-providedGoogle Analytics Data API documentationNov 10, 2026
- Vendor-providedGoogle Privacy PolicyNov 10, 2026
- storeApp Store listing (US)Nov 10, 2026
- storeApp Store listing (Vietnam)Nov 10, 2026
- storeGoogle Play listing (US)Nov 10, 2026
- Community-reportedWikipedia: Google AnalyticsNov 10, 2026
Specs & compatibility
- Developer
- Google LLC
- Headquarters
- United States
- Launched
- 2005
- Category
- Business
Capabilities
- AI features
- Public API
- Integrations
- Mobile app
- Real-time collaboration
Platforms
- Web
- iOS
- Android
- API
Interface languages
- English
Integrations
- Google Ads
- Search Ads 360
- Display & Video 360
- Google Cloud (BigQuery)
- Google Search Console
Support
- Help center
- Community forum
Change history
- Feature.Google releases Data Manager in Google Analytics (beta), a hub for product links, data streams and first-party data.
- Update.All Universal Analytics properties, including 360, lose access.
- Update.Universal Analytics stops collecting new data.
Full change history (8)
- Feature.Google releases Google Analytics 4.
- Feature.Google Analytics 360, the paid enterprise tier, is released.
- Feature.Real-time analytics launches.
- Launch.Google launches Google Analytics.
- Company.Google acquires Urchin Software, the basis of Google Analytics.
About the author
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