Google Analytics 4 plans and pricing (2026): the full cost breakdown
Let's put real numbers on Google Analytics 4 and what each plan gets you. Google Analytics 4 sits in the web analytics space and offers paid plans only, with the paid tiers laid out below from its public pricing page.
The free, default analytics standard, deeply tied to Google Ads and Search Console. Google Analytics 4 keeps things paid-only, so budget for a subscription from day one. The default, free, event-based web and app analytics standard, deeply integrated with Google Ads and Search Console for quantitative measurement.
Plans & pricing tiers
| Plan | Price (approx.) | What's included |
|---|---|---|
| GA4 Standard | Free | 2 or 14 month retention, 1M/day BigQuery export cap |
| GA4 360 | Custom (~$50k+/yr) | 50-month retention, higher limits, faster data |
These numbers are approximate and shift as vendors revise plans, so double-check the latest on the official site before buying.
Prices verified 2026-06-28 from public vendor pricing. Plans and prices change — always confirm on the vendor's own site. No price here is guaranteed.
What you're paying for
Here is what your subscription actually buys with Google Analytics 4 across its plans:
- Event-based web and app analytics (GA4)
- Real-time and exploration reports
- Audiences and conversions
- Native Google Ads and Search Console integration
- Free BigQuery export
Which capabilities land on which plan depends on the tier, so use the table above to match features to budget.
Which plan to pick
Google Analytics 4 is built for most websites and ecommerce teams wanting free quantitative measurement. Match that description and the GA4 360 plan (Custom (~$50k+/yr)) is where to start; a higher tier earns its cost only when you need ecommerce.
Is Google Analytics 4 worth it?
Paid access starts at roughly $50 per month. Most buyers focused on measurement land on the entry or mid tier; the jump to a higher plan tends to be about ecommerce rather than core features. On a tight budget, line the cheapest paid plan up against the alternatives first.
Pricing watch-outs
- GA4 360 pricing typically starts ~$50k/yr and scales with volume.
Drawn from independent reviews and the vendor's own plan details (see sources below).
With Google Analytics 4, cost is driven more by the plan you choose than by raw usage, which makes budgeting simpler than with seat- or usage-metered tools.
Full Google Analytics 4 overview →
Pricing FAQ
Does Google Analytics 4 have a free plan?
Google Analytics 4 is a paid tool without a standing free plan; check its site for any current trial or money-back window.
How much does Google Analytics 4 cost?
Its cheapest paid plan, GA4 360, lists at Custom (~$50k+/yr). Paid access starts at roughly $50 per month. The exact bill depends on billing cycle and how many seats or how much usage you need.
Is there a cheaper alternative to Google Analytics 4?
There are cheaper web analytics options that cover the core job; the Google Analytics 4 alternatives page lines up their entry costs for you.
Does Google Analytics 4 offer custom or enterprise pricing?
Its top tier is quoted directly rather than listed, so larger teams should contact the vendor for a tailored figure; the public tiers below cover most smaller buyers.
Which Google Analytics 4 plan should I choose?
If you fit that profile, begin on the GA4 360 plan (Custom (~$50k+/yr)) and upgrade later, when ecommerce becomes a real constraint.
Sources
We pulled the Google Analytics 4 pricing and feature details here from these primary and third-party sources: