Google Analytics 4 (GA4) is the free, standard web/app analytics platform, event-based cross-platform tracking, real-time reporting, funnel/path exploration, predictive metrics, and free raw event export to BigQuery.
GA4 standard: completely free (capped at 500 distinct events/property, 50 custom dimensions/metrics, 1M BigQuery-exported events/day). GA4 360 (enterprise): usage-based, typically starting around $50,000/year for unsampled data, extended retention and higher limits.
Any website or app needing baseline traffic and behavior analytics, the default choice for most teams given its free tier and BigQuery export.
Free-tier BigQuery export (previously an Analytics 360-only feature) is a significant value-add, worth setting up even on the free plan for teams that want to run custom SQL analysis on raw event data.
The go-to platform for website and app performance.
