How much does Google Analytics actually cost?

Google Analytics offers two versions: the free Google Analytics 4 (GA4) and the enterprise-grade Google Analytics 360 (GA360). GA4, which replaced Universal Analytics in July 2024, provides standard analytics features and integrates with Google Ads, but it has limitations such as data retention up to 14 months and a cap on sessions and events, encouraging users close to these limits to upgrade to GA360. GA360 offers enhanced capabilities, including increased data retention and limits on event parameters and custom dimensions, but its cost remains unclear and is negotiated through sales partners, with estimates starting at $50,000 to $150,000 annually. While GA4 is free due to its role in promoting Google Ads and leveraging user data for Google's benefit, GA360 is designed for large enterprises needing more comprehensive data analysis. The text also highlights the potential downsides of relying solely on Google Analytics, such as limited integration with non-Google products and the lack of features found in other analytics tools, contrasting it with PostHog, which emphasizes transparency, engineer-friendly features, and extensive third-party integrations.

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