Stack
Google Analytics 4
Google's free, event-based web and app analytics platform that integrates with Google Ads and offers a free BigQuery export of raw event data.
What it actually does
Google Analytics 4 collects event-based data across web and app, and reports acquisition, engagement, retention, and conversions through standard reports and a flexible Explorations builder. It is free at any traffic level a solo founder is likely to reach.
A notable strength is integration: Google Ads and Search Console data flow in directly, which matters if you run paid acquisition. A free BigQuery export gives raw, unsampled event data up to 1M events per day for anyone comfortable with SQL.
The trade-offs are complexity and privacy overhead. The UI retains data for up to 14 months, Explorations get sampled at higher volumes, answering a simple question can take significant time, and EU visitors require a cookie consent banner.
Google Analytics 4 vs its main rivals
The tools people actually weigh against Google Analytics 4: Matomo, Adobe Analytics, Plausible. Same criteria for every column, including where Google Analytics 4 loses.
| Google Analytics 4 |  Matomo |  Adobe Analytics |  Plausible | |
|---|---|---|---|---|
Pricing & access | ||||
| Free tier | YesFree at any scale | YesFree (self-host) | NoNo | NoNo |
| Starting price | $0 (GA360 ~$50k/yr) | $0 self-host | Custom quote | $9/mo |
| Open source / self-host | NoNo | YesGPL | NoNo | YesAGPL |
Privacy & compliance | ||||
| Cookieless, no banner | NoNo | YesOptional | NoNo | YesYes |
| Raw event ownership | YesBigQuery | YesYes | YesYes | NoLimited |
Analytics depth | ||||
| Google Ads integration | YesNative | YesPartial | NoNo | NoNo |
| Cohort / retention analysis | YesYes | YesPartial | YesYes | NoNo |
| Readable out-of-box dashboard | NoComplex | YesPartial | NoComplex | YesYes |
Developer & API | ||||
| Reporting API | Free | Free | Paid | Paid |
| Raw event export | BigQuery free ≤ 1M/day | Full | Data feeds | No |
Scaling & limits | ||||
| UI data retention | 14 months | Unlimited | 25+ months | 3+ yr |
| Unsampled reports | NoSampled > ~10M | YesYes | YesYes | YesYes |
- Free at any traffic level a solo founder is likely to reach
- Deep native integration with Google Ads and Search Console for paid acquisition
- Free BigQuery export gives raw, unsampled event data up to 1M events/day
- UI retention is capped at 14 months and Explorations sample past roughly 10M events, so long-term analysis needs BigQuery and SQL
- Requires a cookie consent banner in the EU, which costs conversions
- Steep learning curve: a simple question can take significant time to answer in Explorations
Pay less for it
4 ways foundNo dollar cost for the standard product at solo-founder traffic levels
Raw event export is free up to 1M events/day before Cloud storage bills separately
The only upgrade is GA360 at roughly $50k/yr, which solo founders never need
Plausible — If you do not run Google Ads and want a readable dashboard without a cookie banner or SQL, a simple privacy tool is faster to use
StackTracker tracks what you actually pay for Google Analytics 4 and every other tool, flags overpayment, and shows the dollars you would save by switching.
Is it the right tool for you
- You spend on Google Ads and want campaign data to flow straight in
- You need free analytics at any traffic level
- You are comfortable with the complexity and can use BigQuery for depth
- You want a dashboard you can read in 30 seconds → use Plausible
- You want to avoid a cookie consent banner → use Fathom
- You need behavioral product analytics → use PostHog
Track what Google Analytics 4 and the rest of your stack cost
StackTracker adds up every subscription, plus your hours, so you see the real number.
Prices and limits last verified 2026-07-20.