Google Analytics 4 vs Amplitude(2026)
Google Analytics 4 is better for teams that need free. Amplitude is the stronger choice if industry standard for product analytics. Google Analytics 4 is free and Amplitude is freemium (from $49/month).
Full feature breakdown, pricing details, and pros & cons below.
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Google Analytics 4
Google Analytics 4 is Google's free analytics platform with machine learning insights and cross-platform tracking.
Visit Google Analytics 4Amplitude
Amplitude is a product analytics platform used by growth teams to understand user behavior through funnels, retention, and pathfinding.
Starting at $49/month
Visit AmplitudeHow Do Google Analytics 4 and Amplitude Compare on Features?
| Feature | Google Analytics 4 | Amplitude |
|---|---|---|
| Pricing model | free | freemium |
| Starting price | Free | $49/month |
| Web and app tracking | ✓ | — |
| GA4 event model | ✓ | — |
| Funnel analysis | ✓ | — |
| Audience builder | ✓ | — |
| BigQuery export | ✓ | — |
| Google Ads integration | ✓ | — |
| Funnels | — | ✓ |
| Retention analysis | — | ✓ |
| Pathfinding | — | ✓ |
| Cohorts | — | ✓ |
| A/B testing | — | ✓ |
| Session replay | — | ✓ |
| Predictions | — | ✓ |
Google Analytics 4 Pros and Cons vs Amplitude
G
Google Analytics 4
+Free
+Deep Google Ads integration
+Powerful for SEO analysis
+Industry standard
−GDPR compliance concerns
−Complex interface
−GA4 migration was painful
−Data sampling at high volumes
A
Amplitude
+Industry standard for product analytics
+Powerful retention analysis
+Behavioral cohorts
+Good free tier
−Steep learning curve
−Expensive at scale
−Complex data model
Should You Use Google Analytics 4 or Amplitude?
Choose Google Analytics 4 if…
- •Free
- •Deep Google Ads integration
- •Powerful for SEO analysis
Choose Amplitude if…
- •Industry standard for product analytics
- •Powerful retention analysis
- •Behavioral cohorts