Google Analytics 4 vs Amplitude
Google Analytics 4 (web analytics) and Amplitude (product analytics) are often weighed up together even though they take different approaches to analytics. Google Analytics 4 is best known for real-time reporting and suits e-commerce, content, saas teams, while Amplitude stands out for user journey mapping and is a strong fit for saas, e-commerce, mobile apps. Below we break down pricing, features, pros and cons so you can decide quickly.
Quick verdict
If budget is the priority, Google Analytics 4 is the more accessible option (Always free). For overall user satisfaction, Amplitude edges ahead with a 4.4/5 rating. Most teams should pick Google Analytics 4 for e-commerce use cases and Amplitude for saas use cases — and many growing companies end up running both together.
| Feature | Google Analytics 4 | Amplitude |
|---|---|---|
| Pricing model | Free | Freemium |
| Price range | Always free | $0-$2000/mo |
| Free tier | Yes | Yes |
| Category | Web Analytics | Product Analytics |
| Best for | E-commerce, Content, SaaS | SaaS, E-commerce, Mobile Apps |
| Key features |
|
|
| User rating | ★ 4.3 (12,500) | ★ 4.4 (2,800) |
Choose Google Analytics 4 if…
- ✓You're focused on e-commerce, content, saas
- ✓Completely free with generous limits
- ✓Deep integration with Google Ads & Search
- ✓Huge ecosystem and community support
- ✓You want to start on a free plan
Choose Amplitude if…
- ✓You're focused on saas, e-commerce, mobile apps
- ✓Powerful behavioral cohorts
- ✓Built-in experimentation suite
- ✓Strong data governance
- ✓You want to start on a free plan
Google Analytics 4 vs Amplitude: pros & cons
Google Analytics 4
Pros
- ✓Completely free with generous limits
- ✓Deep integration with Google Ads & Search
- ✓Huge ecosystem and community support
Cons
- ✕Steep learning curve in GA4
- ✕Data sampling on large datasets
- ✕Privacy/consent overhead in the EU
Amplitude
Pros
- ✓Powerful behavioral cohorts
- ✓Built-in experimentation suite
- ✓Strong data governance
Cons
- ✕Can be complex for small teams
- ✕Premium features are costly
- ✕Steeper onboarding
Frequently asked questions
Is Google Analytics 4 or Amplitude cheaper?
Google Analytics 4 is generally the more affordable option (Always free). Google Analytics 4 is priced at Always free and Amplitude at $0-$2000/mo, so the best value depends on your data volume and which features you need.
Is Google Analytics 4 free?
Yes, Google Analytics 4 offers a free tier (Always free), which is great for getting started before you scale up.
Is Amplitude free?
Yes, Amplitude offers a free tier ($0-$2000/mo), so you can trial it without commitment.
Can I use Google Analytics 4 and Amplitude together?
Yes. Many teams run Google Analytics 4 and Amplitude side by side — Google Analytics 4 for e-commerce and Amplitude for saas. A customer data platform (like Segment or RudderStack) makes it easy to send the same events to both.
Which is better for e-commerce, Google Analytics 4 or Amplitude?
For e-commerce, Google Analytics 4 is typically the stronger choice thanks to real-time reporting and enhanced ecommerce tracking. Amplitude is the better pick when you need user journey mapping.