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    Google Analytics reviews

    Free web analytics by Google.

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    ToolTrim verdict3.5/ 5Average

    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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    In practice. What you can do with Google Analytics.

    Google Analytics is free web analytics by Google. Completely free.

    Practical uses

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

    Features & use cases

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    Pros and cons. What Google Analytics does well, and what to expect.

    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.

    When it makes sense. Keep Google Analytics, or challenge it?

    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. What to know about Google Analytics.

    Why this verdict

    Average

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

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