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Google Analytics 4 (Free Version)

Google Analytics 4 (GA4) is completely free to use. It provides essential tracking and reporting features, making it a great option for small to medium-sized businesses. Here’s what you get with the free version:

• Basic traffic and engagement reports

• Event-based tracking for deeper user insights

• Cross-platform tracking for web and app data

• Integration with Google Ads, Search Console, and other Google products

• Standard data retention of 2-14 months

• Machine learning insights for trend detection

For most businesses, GA4 is sufficient. But as traffic scales and reporting needs become more complex, some may require Google Analytics 360—the enterprise version.

Google Analytics 360 (Paid Version)

Google Analytics 360 is the premium, enterprise-level version of GA4, designed for large businesses and organizations with advanced analytics needs. Pricing starts at around $50,000 per year and increases based on data volume. Key features include:

• Higher data limits (billions of hits per month)

• Advanced reporting and analytics capabilities

• Longer data retention (up to 50 months)

• Dedicated support from Google

• Integration with BigQuery and other enterprise tools

• Service Level Agreements (SLA) for data freshness and uptime

Other Potential Costs of Google Analytics

Even if you use the free GA4 version, you may still incur some indirect costs, such as:

• Implementation & Setup: Hiring an expert or agency for proper tracking setup.

• BigQuery Costs: Exporting raw GA4 data to BigQuery for analysis incurs Google Cloud costs.

• Third-Party Tools: Some businesses integrate GA4 with premium tools for deeper insights.

• Compliance & Privacy Management: Ensuring GDPR and other data regulations compliance.

Which One Should You Choose?

For most small and medium businesses, GA4 (free) is more than enough. However, if you require advanced tracking, large-scale data processing, and enterprise-level support, then GA360 (paid) might be worth considering

Final Thoughts

While Google Analytics 4 is free, there can be associated costs depending on your business needs. Whether you stick with GA4 or upgrade to GA360, investing in proper implementation and analysis is key to making the most of your data.

Need help deciding which version is right for you? Let’s discuss!