Google Analytics

Event-based web and app analytics that measures traffic, funnels and retention

AI Marketing & E-commerceFree planOverseas★★★★★ 5.0

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What is Google Analytics?

Google Analytics is the default measurement platform for a large share of the web. The current version is event-based: every interaction is logged as an event with parameters, then grouped into reports on acquisition, engagement, monetisation and retention. It connects natively to Google Ads and Search Console, and audiences defined here can be pushed into advertising products. Machine learning appears in specific places - predictive metrics such as purchase and churn probability, anomaly detection and automated insights - while the bulk of reporting remains straightforward counting and attribution. It is free up to a monthly event volume.

Last updated: 2026-09-20. This site only provides an index; for exact features, pricing, and licensing, see the official website.

Key features

Event-based tracking for web, iOS and Android properties
Acquisition, engagement, monetisation and retention reports
Predictive metrics for purchase probability and churn risk
Anomaly detection that flags unexpected changes in your data
Native links to Google Ads, Search Console and BigQuery export
Custom audiences and conversions shared with Google advertising

Pros & cons

Strengths

Free for most sites, which is why it dominates the market
Deep integration with the wider Google marketing stack
BigQuery export makes serious custom analysis possible

Watch out for

Interface and event model are genuinely confusing at first
Data thresholds and sampling limit detailed reports
Consent rules and ad blockers reduce what you actually capture

Best for & use cases

website measurement, funnel analysis, ad attribution, audience building and reporting

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FAQ

Which parts are AI rather than plain reporting?

Predictive metrics, anomaly detection and automated insights use statistical or machine-learning models. Everything else - sessions, conversions, channels, retention tables - is conventional counting of the events you collect.

Why do my numbers never match my ads platform?

Each system attributes differently: different lookback windows, how conversions are credited and what counts as a session. Some gap is normal, so pick one platform as the source of truth for a given question.

Do I need a developer to set it up?

For basic page tracking, no. Meaningful measurement of sign-ups, purchases or content engagement usually needs someone to define and implement events, which is where most of the real setup work sits.