Attribution

Google Analytics 4

Google Analytics 4

Google's free analytics platform with built-in attribution modeling. GA4 provides data-driven attribution as the default model and offers basic multi-touch attribution for teams that connect it to their CRM. The price is right, but the B2B attribution capabilities are limited.

Quick Facts

Best For Teams that need free basic attribution and are willing to work within GA4's limitations
Pricing Free
Category Attribution
Website https://analytics.google.com

Pros

  • Free with no usage limits for most companies
  • Data-driven attribution model included by default
  • Massive ecosystem of tutorials and support resources

Cons

  • Default is last-click, multi-touch requires configuration
  • B2B journey tracking is weak without significant customization
  • Cross-device and offline attribution are limited

Frequently Asked Questions

How much does Google Analytics 4 cost?

Google Analytics 4 pricing: Free. Most Attribution tools require annual contracts for the best rates. Request a custom quote based on your team size and usage needs.

Is Google Analytics 4 right for my team?

Google Analytics 4 is best for: Teams that need free basic attribution and are willing to work within GA4's limitations. Consider your team size, budget, and existing tech stack when evaluating.

What are the pros and cons of Google Analytics 4?

Pros: Free with no usage limits for most companies; Data-driven attribution model included by default; Massive ecosystem of tutorials and support resources. Cons: Default is last-click, multi-touch requires configuration; B2B journey tracking is weak without significant customization; Cross-device and offline attribution are limited. Every tool has tradeoffs - the key is finding the best fit for your team's workflow and budget.

Get Weekly RevOps Tool Reviews

Honest assessments of GTM tools from a practitioner perspective.