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    Google Analytics preview

    Google Analytics Review and verdict 2026

    Free web analytics by Google.

    Free.

    Google Analytics

    ToolTrim Verdict
    3.5/5
    Decent

    GA4 is the free, de-facto standard for web audience measurement; for a privacy-first approach or enterprise governance, an alternative (Plausible, Fathom) or the 360 version is worth considering.

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    Practical uses

    • Measure a site's traffic and conversions.
    • Analyse journeys and funnels.
    • Connect audience to Google Ads campaigns.

    Pros and cons

    What Google Analytics does especially well — and the limits to anticipate.

    Pros

    • Free for most sites.
    • De-facto standard, deeply integrated with Google.
    • Powerful explorations and audiences.
    • AI-assisted insights.

    Cons

    • GA4 learning curve.
    • Privacy and compliance questions depending on usage.
    • Enterprise version (360) is very expensive.

    Google Analytics: when it makes sense.

    GA4 is the free, de-facto standard for web audience measurement; for a privacy-first approach or enterprise governance, an alternative (Plausible, Fathom) or the 360 version is worth considering.

    Keep if

    You want to measure your site/app audience for free.. You already use the Google ecosystem (Ads, Search Console).

    Challenge if

    You want cookieless, privacy-first analytics (strict GDPR).. You need enterprise support and governance (360, costly).

    Our verdict on Google Analytics.

    Why this verdict

    Decent

    Google Analytics is fairly easy to replace with an alternative, a free tier to test before paying, clearly documented use cases.