Google Analytics review

• Event-based cross-platform analytics. track web and mobile app activity together in a single GA4 property to build unified user journeys across devices.
• Real-time reporting. monitor live traffic, key events, and user behavior within seconds to react quickly to campaign and site changes.
• Advanced audience segmentation. create dynamic audiences based on behavior, demographics, and campaign engagement for deeper analysis and remarketing.
• Ecommerce and revenue tracking. measure product views, add-to-cart, checkout steps, and purchases with dedicated ecommerce reports for revenue and merchandising performance.
• Funnel and path exploration. use Explorations to visualize multi-step funnels, user paths, and drop-offs to optimize conversion rates and user flows.
• Attribution and conversion modeling. analyze how channels and campaigns contribute to key events. GA4 offers data-driven attribution and last click models, including in the free edition.
• Predictive metrics and AI insights. leverage Google's machine learning to generate predictive metrics (e.g., purchase probability, predicted revenue) and automated insights and anomaly detection.
• BigQuery export. automatically export raw, hit-level GA4 event data into Google BigQuery for SQL analysis, modeling, and joining with other business datasets.
• Custom dimensions and metrics. extend the standard schema with business-specific attributes and KPIs for more tailored reporting.
• DebugView and tag validation. validate implementations in real time with DebugView and related tools to inspect event streams and troubleshoot tags.
• Cohort, retention, and LTV analysis, evaluate how different user cohorts engage and monetize over time to inform lifecycle marketing and product strategy.
• Robust APIs and developer tooling. use the Google Analytics Data API, Admin API, and Measurement Protocol to automate reporting, manage configuration, and send server-side events.

Google does not publish an Analytics 360 list price. Its billing help says 360 for GA4 has a fixed base fee covering the first 25 million events each month, then a per-event fee in volume tiers that falls as volume rises; standard rates shown in the usage preview are not contractual and may vary by market. Price estimates you see online come from third parties, not Google. Before buying, measure your monthly event volume and check retention needs: standard properties keep event-level data for 2 or 14 months, 360 properties can keep it for up to 50 months, and the setting affects explorations and funnel reports rather than standard aggregated reports.

B2B example: measuring leads, meetings and revenue

Hypothetical numbers, to show where each stage is measured. A B2B services firm marks a demo form submission (the recommended generate_lead event) as a key event, and GA4 reports 120 form leads last month by channel. The business, however, cares about what happens next:

• Leads (120): visible in GA4, but some will be missing when visitors decline analytics cookies. With consent mode, Google fills part of that gap with modeling, so GA4 and CRM lead counts will not match exactly.
• Booked meetings (30): happen in your calendar or CRM, not on the website. GA4 only knows about them if you send them back, for example as a qualify_lead or custom event through the Measurement Protocol, matched to the visitor's stored client ID.
• Attended meetings (22): recorded by sales, so the CRM is the source of truth. No-shows are why booked and attended meetings should be tracked separately.
• Revenue (4 closed deals): belongs in the CRM. Sending a close_convert_lead event with a value lets you compare channels by revenue, but deals that close months later may fall outside GA4 lookback windows and data retention.

The decision this supports: use the CRM as the system of record for meetings and revenue, and use GA4 to see which channels and pages start the journeys that turn into attended meetings. If paid search drives most form leads but few attended meetings, shift budget on the later-stage numbers, not the form count.