Google Analytics Pricing 2026

Plans, hidden costs, and cheaper alternatives compared

Reviews onG2Capterra

2 plans tracked·Updated May 2026

Is Google Analytics worth the price?

95/10

Google Analytics offers an incredibly generous free tier that is more than sufficient for the vast majority of websites, making it exceptionally fair and market-leading.

The jump to Analytics 360 at ~$50K/year is substantial, catering exclusively to very large enterprises with specific, high-volume needs. It's best for businesses of all sizes, from small blogs to Fortune 500 companies.

Pricing Plans

Free

Standard GA4
Unlimited properties
14-month data retention
Standard limits

Analytics 360

Contact Sales

Starting ~$50K/year
Higher data limits
50-month retention
SLA
Priority support

Calculate your cost View full pricing

Hidden Costs & Gotchas

No direct hidden costs for Free tier

Analytics 360 price varies greatly

Requires technical setup knowledge

Integration costs for advanced use

Which Plan Do You Need?

Small to medium websites

Large enterprises needing advanced features

Anyone needing free web analytics

How Google Analytics Compares to Competitors

Compared to alternatives like Matomo, which offers a cloud-hosted solution starting around $19/month, Google Analytics' free tier is unparalleled in features for no cost. Adobe Analytics, a direct competitor to Analytics 360, also targets enterprises with similar high price points, often starting well above $100K annually, making GA360 competitive for its feature set.

Google Analytics Pricing FAQ

How much does Google Analytics cost?

Google Analytics uses custom pricing. Contact Google Analytics directly for a quote based on your team size and requirements.

Does Google Analytics have a free plan?

Yes. Google Analytics offers a free plan called "Free". It includes: Standard GA4, Unlimited properties, 14-month data retention.

Is there a cheaper alternative to Google Analytics?

Yes. Popular alternatives to Google Analytics include Matomo, Plausible, Fathom Analytics, Amplitude. Free alternatives include Matomo, Amplitude, PostHog. Compare them side-by-side on Toolradar.