Google Analytics Review
Google Analytics 4 remains the default web analytics platform for good reason — it is free, powerful, and deeply integrated with the Google ecosystem. However, the migration from Universal Analytics left many teams frustrated, and the learning curve for GA4 event-based model is steeper than Google admits.
Pros
- Free tier is genuinely powerful enough for most businesses
- Native integration with Google Ads, Search Console, and BigQuery
- Event-based model allows flexible custom tracking without code changes
- Predictive audiences and machine learning insights are improving rapidly
- Massive community and documentation make troubleshooting straightforward
Cons
- GA4 interface is unintuitive and reporting feels clunky compared to UA
- Data sampling kicks in aggressively on free tier for high-traffic sites
- Privacy regulations and ad blockers create significant data gaps
- GA4 360 pricing starts at $50K/yr, which is a massive jump from free
Pricing
Free / GA4 360 from $50,000/yr
Our Verdict
Google Analytics is still the foundation of most analytics stacks, and GA4 is maturing into a capable platform. The free tier has real limitations at scale, but for most B2B companies it covers 80% of what you need. Pair it with a visitor identification tool to fill the gap GA4 cannot — knowing who is actually on your site.
Works with AniltX
AniltX identifies the companies behind your GA4 anonymous traffic, letting you turn aggregate pageview data into actionable account-level intelligence without waiting for form fills.
Looking for a Better Alternative?
See how AniltX compares for B2B visitor identification and lead generation.
Try AniltX Free