Google Analytics vs Google Analytics 4: which should you choose?
Two Analytics tools, compared on what can be checked: pricing model, entry price, declared features, and what each one offers that the other does not. The 0 shared capabilities will not decide anything — the differences will.
Google Analytics
$0/mo
PART 1: Google Analytics is a powerful web analytics tool designed to help businesses understand their customers' behaviors and interactions across various platforms, including websites and mobile applications. It is particularly benefici…
Google Analytics profile
Google Analytics 4
Free
Google's web analytics platform. Track website traffic, user behavior, conversions, and marketing ROI with machine learning insights.
Google Analytics 4 profileSide by side
| Criterion | Google Analytics | Google Analytics 4 |
|---|---|---|
| Category | Analytics | Analytics |
| Pricing model | Freemium | Free |
| Entry price | $0/mo | Free |
| Listed features | 8 | 6 |
| Community rating | — | 4.3 / 5 |
| Official site | marketingplatform.google.com | analytics.google.com |
What each one adds
Only in Google Analytics
- Cross-platform tracking
- Machine learning insights
- Integration with Google Ads
- Custom audience segmentation
- Real-time data reporting
- Attribution modeling
- User-friendly interface
- Shareable reports
Only in Google Analytics 4
- Traffic Analysis
- Conversion Tracking
- User Journey
- AI Insights
- Custom Reports
- Google Ads Integration
The verdict, as the data has it
- Entry price: both start at a comparable level.
- Breadth: Google Analytics declares the wider scope (8 features).
- Tight budget: neither has a free tier: plan for a paid trial period.
These criteria can be verified from the vendors' own pages. What no comparison page can verify, and what usually decides, is data quality in your own market: test both on your own keywords and your own domain before signing an annual contract.
Frequently asked questions
What is the difference between Google Analytics and Google Analytics 4?
Both cover 0 shared capabilities. Google Analytics adds Cross-platform tracking, Machine learning insights, Integration with Google Ads, while Google Analytics 4 adds Traffic Analysis, Conversion Tracking, User Journey. The decision therefore rests on those differences rather than on the shared base.
Which is cheaper, Google Analytics or Google Analytics 4?
Both advertise comparable entry prices. Compare total cost at an equal number of seats and an equivalent project volume instead, which usually reveals a much bigger gap.
Can you use Google Analytics and Google Analytics 4 together?
Yes, and many teams do when the two cover different jobs. But with 0 overlapping capabilities, paying for both is mostly paying twice for the same data: keep the one your team genuinely opens every week.