Amplitude vs Google Analytics 4: Which Is Better in 2026?

A detailed comparison to help you choose the right analytics tool for your needs.

Our Pick: Amplitude (by a slight margin)

Amplitude edges out with a slightly higher rating (8.5 vs 8)

Quick Comparison

Aspect
A
Amplitude(Winner)
G
Google Analytics 4
Overall Rating
8.5/10
8/10
Starting Price
$49/mo
Free
Free Plan
Free Trial
Best For
large
any
Ease of Use
7/10
6/10
Features
10/10
9/10
Value for Money
6/10
10/10
Support
8/10
6/10

Overview

A

Amplitude

Amplitude is an enterprise-grade product analytics platform known for behavioral analytics, experimentation, and customer data platform capabilities.

G

Google Analytics 4

Google Analytics 4 (GA4) is Google's latest analytics platform with event-based tracking, cross-platform measurement, and machine learning insights. Free for most use cases.

Pricing Comparison

Better value: Google Analytics 4
A

Amplitude

Pricing ModelFreemium
Starting Price$49/mo
Free Trial
Free Tier
G

Google Analytics 4

Better Value
Pricing ModelFree
Starting PriceFree
Free Trial
Free Tier

Features Comparison

FeatureAmplitudeGoogle Analytics 4
Web Analytics
Product Analytics
Basic
Heatmaps
Session Recording
Funnel Analysis
Privacy Focused
Real Time
Ab Testing
Via Optimize
Data Retention
Varies by plan
14 months free
Custom Events

0

features unique to Amplitude

0

features unique to Google Analytics 4

Pros & Cons

A

Amplitude

Pros

  • Most powerful product analytics
  • Excellent cohort analysis
  • Built-in experimentation
  • Great for B2C apps
  • Generous free tier

Cons

  • Complex for small teams
  • Expensive at scale
  • Requires technical setup
  • Can be overkill
G

Google Analytics 4

Pros

  • Completely free for most users
  • Integrates with Google ecosystem
  • Cross-platform tracking
  • Machine learning insights
  • Industry standard

Cons

  • Steep learning curve (especially from UA)
  • Privacy concerns in EU
  • Interface can be confusing
  • Data sampling on free tier

The Verdict: Amplitude Edges Out

This was a close comparison, but Amplitude edges out Google Analytics 4 with a slightly higher overall rating of 8.5/10 versus 8/10. Both are solid choices, but Amplitude offers a marginally better overall package.

Amplitude's advantages include Most powerful product analytics and Excellent cohort analysis, though Google Analytics 4 counters with Completely free for most users and Integrates with Google ecosystem.

Our recommendation: We give the slight edge to Amplitude, but don't count out Google Analytics 4 if its specific strengths align better with your needs.

Choose Amplitude if you...

  • • Need product-led growth companies
  • • Need b2c mobile and web apps
  • • Need enterprise product teams

Choose Google Analytics 4 if you...

  • • Need any website needing free analytics
  • • Need google ads advertisers
  • • Need cross-platform tracking needs

Ready to Get Started?

Try AmplitudeTry Google Analytics 4

Read our full reviews:

Amplitude Full ReviewGoogle Analytics 4 Full Review

* We may earn an affiliate commission when you visit these tools through our links. This doesn't affect our ratings or comparisons.

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Amplitude vs Google Analytics 4 FAQ

Based on our evaluation, Amplitude has a slight edge with an overall rating of 8.5/10. However, the best choice depends on your specific needs and use case.
Yes, Google Analytics 4 is more affordable with plans starting at $0/month, compared to $49/month for the other.
Amplitude scores higher in ease of use (7/10) compared to Google Analytics 4 (6/10).
Yes, migration between Amplitude and Google Analytics 4 is possible. Most tools offer data export features. Check each tool's documentation for specific migration guides and import capabilities.
Both tools can work for small teams. Amplitude is best for large teams while Google Analytics 4 suits any teams.
For startups, consider your growth trajectory. Amplitude offers a free tier which is great for bootstrapped startups.
Yes, each tool has unique strengths. Amplitude excels at: Product-led growth companies, B2C mobile and web apps. Google Analytics 4 is better for: Any website needing free analytics, Google Ads advertisers. Review our detailed feature comparison above.
Amplitude rates higher in customer support (8/10) compared to Google Analytics 4 (6/10).
Google Analytics 4 offers better value for money with a rating of 10/10 compared to Amplitude's 6/10.
Consider switching if Google Analytics 4's strengths (Any website needing free analytics) align better with your current needs. However, factor in migration effort and learning curve before making the switch.