Google Analytics GA4 pricing
The default free web analytics tool, with published collection limits and a contract-priced 360 edition for larger needs.
| Plan | Price | Unit | Billing | Seats | Note |
|---|---|---|---|---|---|
| GA4 (standard) | Free | — | free | — | |
| Analytics 360 | On request | — | billing period not stated | — | Requires a 360 contract; no published price |
Read from the vendor’s pages on , in USD, excluding tax. Where a page did not say whether a price is annual or monthly, the table says “billing period not stated”.
What you get, and the catch
- Best for
- Businesses that want free, detailed analytics and already use Google's advertising or search tools.
- Watch out
- Standard properties keep event data for up to 14 months, and the paid 360 edition has no published price.
Google says its analytics tools are provided "free of charge" on the Google Analytics overview page. For most small businesses the price question is settled there. The useful questions are the limits and what you give up.
Google publishes the standard property's limits in its help centre. For data collected by a tag or SDK, they include up to 100,000 events per user per day, 25 parameters per event, 25 user properties per property, and no cap on distinctly named events for web streams. Few small sites come near these.
The more relevant difference is retention. Google's comparison of standard and 360 properties lists event-data retention of "Up to 14 months" for standard properties against "Up to 50 months" for 360. It also shows a daily BigQuery export of 1 million events for standard against "Billions of events" for 360. Analytics 360 requires a contract, and Google publishes no price for it.
Two practical points for a small team. Fourteen months of event-level history is enough for year-on-year comparisons, but not much more. Export what you want to keep. And if you serve visitors where cookie-consent rules apply, check what your consent setup has to cover before adding any analytics tag. Several tools in this category are designed with that question in mind.
For any team size: $0. Compare it with paid privacy-focused and self-hosted analytics in the web analytics category.