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MarTech Audit

Free marketing tech stack audit tool. Compare marketing tools, score your stack, and find the best martech solutions for your business.

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MarTech Audit — Free marketing technology stack comparison tool. Built in Phoenix, AZ. Data verified March 2026.

Sponsored by Helios AI Services — Custom AI tools for small businesses.

Tools/Analytics/Google Analytics

Google Analytics

Every business — it's the baseline analytics tool that should be on every website

Freebar-chart Analytics
Visit Website

Reviews

4.6 / 514,682 reviews

G2 Satisfaction Scores

Ease of Use
7.8
Ease of Setup
7.8
Quality of Support
7.5
Meets Requirements
9.0
Ease of Admin
8.1

Rating Distribution

5 star
65%
4 star
28%
3 star
5%
2 star
1%
1 star
1%

+ Completely free with enterprise-grade feature depth

+ Deep integration with Google ecosystem (Ads, Search Console, BigQuery)

- GA4 migration was painful; UI is less intuitive than Universal Analytics was

“GA4 had a rough launch but it's matured a lot. The event-based model is actually more flexible once you understand it. And you can't beat free.”

Pros

  • + Completely free with enterprise-grade feature depth
  • + Deep integration with Google ecosystem (Ads, Search Console, BigQuery)
  • + Industry standard; virtually every tool integrates with it

Cons

  • - GA4 migration was painful; UI is less intuitive than Universal Analytics was
  • - Steep learning curve for custom reports and explorations
  • - Privacy concerns and GDPR compliance challenges in some regions

Pricing

PlanMonthlyAnnualLimits
GA4 (Free)FreeFreeUnlimited pageviews; 14 months data retention
Analytics 360CustomCustomEnterprise; ~$50,000+/year; BigQuery export; SLAs

Free for all users (GA4). Google Analytics 360 for enterprises starts at ~$50,000/year.

Features & Capabilities

Completely free for virtually unlimited usage, making it the de facto industry standardNative integration with the entire Google ecosystem including Ads, Search Console, and BigQueryEvent-based data model (GA4) provides flexible tracking without pageview constraints
FeatureAvailable OnLimits
Pageview & Event TrackingfreeUnlimited events; 14-month data retention on free
Realtime ReportingfreeUnlimited
Acquisition ReportsfreeUnlimited
Explorations (Custom Reports)free10 explorations per user on free; unlimited on 360
Conversion Trackingfree30 conversion events on free; 50 on 360
Audience Builder & Segmentationfree100 audiences on free; 400 on 360
BigQuery Exportfree1M daily events on free; unlimited on 360
Google Ads IntegrationfreeUnlimited
Predictive MetricsfreeRequires minimum data thresholds to activate
Cross-Channel AttributionfreeData-driven attribution on free; advanced models on 360
AI-Generated InsightsfreeUnlimited
Unsampled Reportinganalytics_360Free tier applies sampling on large datasets

Limitations

  • ! Data retention limited to 14 months on the free tier
  • ! No built-in session replay, heatmaps, or qualitative analytics
  • ! Sampling is applied to explorations on large datasets unless on Analytics 360
  • ! GDPR compliance requires consent banners in EU regions due to cookie usage

Market Intelligence

Who Uses This

Small Business
50%
Mid-Market
32%
Enterprise
18%

Source: G2 reviewer demographics

Top Industries

Marketing and AdvertisingInformation Technology and ServicesComputer SoftwareInternetRetail

Is This Right for You?

Team Size
1–50 people
Sweet spot: 1-50
Complexity
moderate
Best Industries
ecommercesaasagencies
analytics insightsseo trafficecommerce salescontent marketing

Pairs Well With

google-ads— Native integration connects ad spend to on-site conversions automatically
semrush— Combine SEO keyword data with actual site traffic patterns
hotjar— Pair quantitative GA data with qualitative heatmaps and session recordings

Not ideal for: Privacy-focused businesses in EU markets where GDPR compliance with Google cookies is a concern

Setup & Onboarding

Setup time: hours
Learning curve: moderate
Resources: excellentMobile app

Company Health

Founded: 2005
HQ: Mountain View, CA
Size: 190000+ employees
Funding: public
stableHiring: stableSentiment: neutral
  • GA4 Generated Insights feature uses AI to summarize top data changes
  • Cross-channel budgeting and attribution analysis report launched in beta (Jan 2026)
  • Predictive metrics including churn probability, purchase likelihood, and revenue forecasting

Product Direction

AI: aggressiveRisk: highAPI availableEcosystem: strongSMB friendly

AI Features

  • Generated Insights summarizing top data changes
  • Predictive metrics (churn probability, purchase likelihood, revenue forecasting)
  • AI-powered anomaly detection and seasonality trend identification
  • Cross-channel budget optimization recommendations

Recent Launches

  • Cross-channel budgeting (beta, Jan 2026)
  • Conversion attribution analysis report (beta)
  • Generated Insights on Home page
  • Annotations in reports

Trust & Security

Compliance

ccpagdprsoc2hipaaiso27001

Security Features

ssoAll plans
audit logAll plans
two factorAll plans
ip allowlistNo
role based accessAll plans
encryption at restAll plans

Data Portability

Export formatsCSV, PDF, JSON
Bulk API exportYes
Lock-in riskmedium
Status page: https://www.google.com/appsstatus/dashboard/(SLA: 99.9% on analytics 360)

Support

Channels

emailfree
phoneNo
live chatNo
knowledge baseYes
community forumYes
Hoursbusiness hours
Dedicated CSMNo
Docs qualityexcellent
CommunityAcademyCertifications available

Market Position

leaderIndustry-standard web analytics platform used by virtually every website, completely free

Top Alternatives

plausible— Privacy-first, cookie-free analytics with simpler UI and GDPR compliance
mixpanel— Superior product analytics with advanced event tracking and user journeys

Switching Awayeasy

Historical data exports via BigQuery or CSV; GA4 event configs and custom reports need recreation

Transfers
historical dataconversion eventsaudience definitions
Doesn't Transfer
custom explorationsattribution modelsGoogle Ads link configLooker Studio dashboards

Time to Value

1-2 weeksTracking code installs in minutes but meaningful data requires 1-2 weeks of traffic accumulation

Industry Benchmarks

Average website bounce rate47%
Source: CXL Institute 2024 Bounce Rate Benchmarks

Integrations

google-adsgoogle-search-consoleshopifywordpresswebflowsquarespacecarrdhubspot-crmsalesforce-startermeta-adslinkedin-adstiktok-adssemrushahrefsmozse-rankingubersuggesthotjarmixpanelposthogamplitudeplausibleunbounceleadpagesinstapagehootsuitesprout-socialbufferbigquery

+ Zapier compatible (connects to 5,000+ apps)

Alternatives in Analytics

Amplitude

Freemium
4.53,141 reviews

Product-led SaaS companies that need deep behavioral analytics and team collaboration

Heap

Freemium
4.41,139 reviews

Product teams that want complete behavioral analytics without manual event tracking setup

Hotjar

Freemium
4.5810 reviews

Product teams and marketers who want to see exactly how users interact with their pages

Matomo

Freemium
4.4149 reviews

Privacy-conscious businesses in the EU and regulated industries who need full data ownership and GDPR compliance

Mixpanel

Freemium
4.61,403 reviews

Product-led startups that need deep funnel analysis, retention tracking, and user journey insights

Plausible Analytics

Paid
4.880 reviews

Privacy-conscious businesses and developers who want simple, cookie-free analytics

PostHog

Freemium
4.61,083 reviews

Developer-led startups that want a full product analytics suite they can self-host or use in the cloud