GA4 uses an event-based model and offers reports for acquisition, engagement, and revenue. It links with Google Ads and BigQuery. Machine learning predicts audiences and flags anomalies.
The standard version is free, and the 360 version is paid. Privacy rules affect what data can be collected in some regions.
Plausible, PostHog, and Matomo are alternatives. Google Analytics suits marketing analysts who need a common baseline.
// alternatives to Google Analytics see all →
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Observable
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SAS Viya
Cloud analytics platform for statistics, machine learning, and decisioning