Google Analytics is a free, general-purpose web and app analytics platform ideal for traffic tracking and SEO insights, while Amplitude is a premium product analytics platform designed specifically for understanding user behavior and driving product decisions. Amplitude costs $995-$2,495/month but offers 10x deeper behavioral cohorts and funnel analysis, whereas Google Analytics 4 is free with unlimited events but has steeper learning curves for complex analyses.
Amplitude vs Google Analytics — Side-by-side comparison on A Versus B
Product analytics platform specializing in behavioral cohorts, funnels, and multi-touch attribution modeling.
Free web and app analytics platform with conversion tracking and audience insights
Pricing Model. Primary Use Case. Behavioral Cohort Depth. Mobile App Analytics. Learning Curve. Retention Analysis Features. Attribution Modeling
Choose Google Analytics if you need free web analytics, SEO tracking, and conversion funnel basics for content-driven websites or blogs. Choose Amplitude if you're a SaaS/mobile product company willing to invest in understanding user retention, engagement cohorts, and product-driven growth metrics—it excels at answering 'why do users churn?' and 'which features drive retention?'
Amplitude: $1,295 | Google Analytics 4: N/A
Amplitude: 300-600ms | Google Analytics 4: N/A
Amplitude: 60 months | Google Analytics 4: N/A
Amplitude: 40+ | Google Analytics 4: N/A
Amplitude: 450+ | Google Analytics 4: N/A
Amplitude: 14 days | Google Analytics 4: N/A
Amplitude: Unlimited | Google Analytics 4: N/A
Amplitude: $995 | Google Analytics 4: N/A
Amplitude: Third-party integration only | Google Analytics 4: N/A
Amplitude: No, requires manual setup | Google Analytics 4: N/A
Amplitude: Advanced ML models (churn, LTV, propensity) | Google Analytics 4: N/A
Amplitude: 25 months | Google Analytics 4: N/A
Amplitude: 10000 | Google Analytics 4: N/A
Amplitude: Yes, unlimited | Google Analytics 4: N/A
Amplitude: 10,000,000 | Google Analytics 4: Unlimited
Amplitude: No (requires export) | Google Analytics 4: N/A
Amplitude: Advanced multi-step with drop-off attribution | Google Analytics 4: N/A
Amplitude: 0 (custom setup required) | Google Analytics 4: N/A
Amplitude: Advanced with curves & LTV | Google Analytics 4: N/A
Amplitude: SOC 2 Type II only | Google Analytics 4: N/A
Amplitude: $995–$1,500 | Google Analytics 4: N/A
Amplitude: Requires third-party integration | Google Analytics 4: N/A
Amplitude: ML-powered predictive cohorts + behavioral | Google Analytics 4: N/A
Amplitude: 500,000 events/month | Google Analytics 4: N/A
Amplitude: 7–14 days (event tracking setup) | Google Analytics 4: N/A
Amplitude: $2,150-5,000 | Google Analytics 4: N/A
Setup Time (implementation to first insights)
Amplitude: 1-2 days | Google Analytics 4: N/A
Amplitude: 90 days | Google Analytics 4: 2 months
Amplitude: 100M events/month standard | Google Analytics 4: N/A
Amplitude: Enterprise only ($50K+/year) | Google Analytics 4: N/A
Amplitude: Email, chat, phone (enterprise), dedicated CSM | Google Analytics 4: N/A
Amplitude: 4+ regions (US, EU, Asia-Pacific, China) | Google Analytics 4: N/A
Amplitude: $995/month | Google Analytics 4: N/A
Amplitude: 6 hours | Google Analytics 4: N/A
Amplitude: 200+ properties | Google Analytics 4: N/A
Amplitude: iOS, Android, React Native, Flutter, Web | Google Analytics 4: N/A
Amplitude: Real-time (0-5 seconds) | Google Analytics 4: N/A
Amplitude: 10 million events | Google Analytics 4: N/A
Amplitude: 3.2% of analytics market | Google Analytics 4: N/A
Amplitude: 30 days | Google Analytics 4: N/A
Amplitude: Not included (add-on required) | Google Analytics 4: N/A
Amplitude: 200+ integrations | Google Analytics 4: 500+ integrations
Amplitude: 700+ custom events | Google Analytics 4: N/A
Amplitude: 10+ stages | Google Analytics 4: N/A
Amplitude: Unlimited (paid plans) | Google Analytics 4: N/A
Amplitude: Limited (basic analytics only) | Google Analytics 4: N/A
Amplitude: Unlimited | Google Analytics 4: Unlimited custom events
Amplitude: 600 | Google Analytics 4: N/A
Amplitude: Available (via Amplitude Experiment add-on) | Google Analytics 4: N/A
Amplitude: $995 minimum | Google Analytics 4: Free
Amplitude: 12+ native SDKs | Google Analytics 4: 5 (via Firebase)
Amplitude: Advanced nesting (unlimited filters) | Google Analytics 4: Basic segments (1-3 filters)
Amplitude: 4-8 | Google Analytics 4: 1-2
Amplitude: 14 | Google Analytics 4: No trial (free tier)
Amplitude: 8.2% | Google Analytics 4: 64.4%
Amplitude: $995 base + $0.75/user | Google Analytics 4: N/A
Amplitude: Not included | Google Analytics 4: N/A
Amplitude: Requires integration | Google Analytics 4: N/A
Amplitude: 200+ custom properties | Google Analytics 4: N/A
Amplitude: No (SaaS only) | Google Analytics 4: N/A
Amplitude: 10M events | Google Analytics 4: N/A
Amplitude: 300-600 seconds | Google Analytics 4: N/A
Amplitude: $14,400 | Google Analytics 4: N/A
Amplitude: Yes, native experimentation platform | Google Analytics 4: N/A
Amplitude: Churn, LTV, propensity scoring, retention forecasting | Google Analytics 4: N/A
Amplitude: 50 req/sec | Google Analytics 4: N/A
Amplitude: 5 team members | Google Analytics 4: N/A
Amplitude: Deep retention & behavioral cohorts | Google Analytics 4: N/A
Amplitude: 1,440+ minutes (2-4 weeks) | Google Analytics 4: N/A
Amplitude: 13 months (with extended) | Google Analytics 4: N/A
Amplitude: 200+ integrations | Google Analytics 4: N/A
Amplitude: 50 users | Google Analytics 4: N/A
Amplitude: ML-powered churn & propensity models | Google Analytics 4: N/A
Amplitude: 100% (required) | Google Analytics 4: N/A
Amplitude: 10M events/month | Google Analytics 4: N/A
Amplitude: 24-48 hours | Google Analytics 4: N/A
Amplitude: $4,995/month (Enterprise) | Google Analytics 4: N/A
Amplitude: Multi-event behavioral cohorts with retention curves | Google Analytics 4: N/A
Amplitude: 350+ integrations | Google Analytics 4: N/A
Amplitude: iOS, Android, React Native, Flutter | Google Analytics 4: N/A
Amplitude: 12 months | Google Analytics 4: N/A
Amplitude: 100+ billion | Google Analytics 4: N/A
Amplitude: Plugin-based only | Google Analytics 4: N/A
Amplitude: 1-2 weeks | Google Analytics 4: N/A
Amplitude: Third-party integration required | Google Analytics 4: N/A
Amplitude: Add-on required | Google Analytics 4: N/A
Amplitude: Unlimited multi-dimensional | Google Analytics 4: N/A
Amplitude: iOS/Android analytics only | Google Analytics 4: N/A
Amplitude: Unlimited | Google Analytics 4: 500
Amplitude: Not available | Google Analytics 4: N/A
Amplitude: 50+ | Google Analytics 4: N/A
Amplitude: 200+ | Google Analytics 4: N/A
Amplitude: 120-180 minutes (requires dev team) | Google Analytics 4: N/A
Amplitude: 500 million+ | Google Analytics 4: N/A
Amplitude: 100+ | Google Analytics 4: N/A
Amplitude: 24 months | Google Analytics 4: N/A
Amplitude: $995 (Growth tier) | Google Analytics 4: N/A
Amplitude: Multi-step funnels with granular drop-off analysis | Google Analytics 4: N/A
Amplitude: Yes, via Amplitude Audiences | Google Analytics 4: N/A
Amplitude: $100-200 per million | Google Analytics 4: N/A
Amplitude: No (requires integration) | Google Analytics 4: No (third-party only)
Amplitude: No (requires external tool) | Google Analytics 4: N/A
Amplitude: Yes | Google Analytics 4: N/A
Amplitude: Ready (In Progress) | Google Analytics 4: N/A
Amplitude: No (Cloud only) | Google Analytics 4: N/A
Amplitude: $995 | Google Analytics 4: Free
Amplitude: 50+ | Google Analytics 4: 10-15
Amplitude: 5+ (curves, cohort, churn prediction, survival) | Google Analytics 4: 2 (basic retention, cohort retention)
Amplitude: Unlimited | Google Analytics 4: Unlimited (GA4)
Amplitude: 9.2 (native, event-rich) | Google Analytics 4: 7.1 (functional but less mature)
Amplitude: 14-30 (requires data modeling) | Google Analytics 4: 2-7 (quick start possible)
Amplitude: Custom rules only | Google Analytics 4: Data-driven + 6 preset models
Average Setup Cost (Professional Services)
Amplitude: 100+ million | Google Analytics 4: N/A
Amplitude: 4-8 weeks | Google Analytics 4: N/A
Amplitude: 7+ models | Google Analytics 4: N/A
Amplitude: Add-on/Limited | Google Analytics 4: N/A
Amplitude: N/A | Google Analytics 4: Free
Amplitude: N/A | Google Analytics 4: iOS (Firebase), Android (Firebase), Web SDK
Amplitude: N/A | Google Analytics 4: 5-10
Amplitude: N/A | Google Analytics 4: Custom segments required; limited to 20 dimensions per cohort
Amplitude: N/A | Google Analytics 4: Native GSC integration, organic search keywords, landing pages, device tracking
Amplitude: N/A | Google Analytics 4: 15-20 KB
Amplitude: N/A | Google Analytics 4: 20-30 minutes
Amplitude: N/A | Google Analytics 4: No (requires consent in EU/UK)
Amplitude: N/A | Google Analytics 4: Advanced (product-level, multi-touch attribution)
Amplitude: N/A | Google Analytics 4: $0 (free) / $10,000+ (GA360)
Amplitude: N/A | Google Analytics 4: No (requires integration)
Amplitude: N/A | Google Analytics 4: ~41% of all websites
Amplitude: N/A | Google Analytics 4: 5-10 (tag placement only)
Amplitude: N/A | Google Analytics 4: No (third-party only)
Amplitude: N/A | Google Analytics 4: 2 months (free) / 4 months (GA360)
Amplitude: N/A | Google Analytics 4: 0.5 hours
Amplitude: N/A | Google Analytics 4: No (requires third-party)
Amplitude: N/A | Google Analytics 4: 500+
Amplitude: N/A | Google Analytics 4: No (requires tagging)
Amplitude: N/A | Google Analytics 4: Full (iOS & Android)
Amplitude: N/A | Google Analytics 4: Yes (integrated with GSC)
How to choose between Amplitude and Google Analytics 4
Amplitude vs Google Analytics — Structured Comparison Data
Machine-readable comparison dataset for Amplitude vs Google Analytics. Contains 155 attribute comparisons, 5 FAQ pairs.
Amplitude vs Google Analytics — Attribute Category Vocabulary
Taxonomy of attribute categories used to classify comparison data for Amplitude vs Google Analytics.
Should I use Amplitude or Google Analytics for my mobile app?
Amplitude is the better choice for mobile apps if retention and user engagement are core metrics. Amplitude's native iOS/Android SDKs track events with superior granularity, and its retention/churn features are purpose-built for mobile retention analysis. GA4 supports mobile apps but requires more manual event setup and lacks Amplitude's retention depth. However, if your app is simple and you want free analytics, GA4 is viable.
Can I use both Amplitude and Google Analytics together?
Yes, absolutely. Most mature product companies use both: GA4 for traffic, referral, and SEO insights; Amplitude for deep product behavior, retention, and user cohorts. GA4 exports to BigQuery, and Amplitude integrates with Segment, so data can flow between platforms. This dual approach costs ~$1,200-$2,500/month but gives you the breadth of GA4 plus the depth of Amplitude.
Which platform is better for understanding why users churn?
Amplitude is significantly better for churn analysis. It includes built-in churn prediction models, cohort-based retention curves, and behavioral property analysis that shows exactly which actions correlate with retention. GA4 can show retention tables but lacks predictive churn modeling and limited cohort depth. For churn-driven product decisions, Amplitude is purpose-built; GA4 requires manual analysis of raw data.
How much does Amplitude cost compared to Google Analytics 360?
Amplitude starts at $995/month ($11,940/year) with pro plans at $2,495+/month. Google Analytics 360 costs $10,000-$50,000+/year (typically $12,000-$30,000) plus implementation. Both are enterprise-tier. However, GA4 (free version) offers 80% of GA360's features at zero cost, making it vastly cheaper than Amplitude for basic analytics. The real cost comparison: GA4 free (~$0) vs Amplitude Standard (~$12k/year).
Is Google Analytics 4 good enough, or do I need Amplitude?
GA4 is sufficient if you need web traffic insights, conversion funnels, and attribution modeling. It's not sufficient if your business model depends on user retention, engagement cohorts, or predictive churn analysis (SaaS, mobile apps, subscription services). For product-driven growth and retention optimization, Amplitude's $12k/year investment typically pays for itself through better retention insights. For content/commerce, GA4's free tier is excellent.
How to Choose Between Amplitude and Google Analytics 4
Pricing Model: Amplitude has $995-$2,495/month, while Google Analytics 4 has Free (GA4), $10,000-$50,000+/year (360).
Primary Use Case: Amplitude has Product analytics & user behavior cohorts, while Google Analytics 4 has Website traffic, conversions & SEO insights.
Behavioral Cohort Depth: Amplitude has Advanced user segmentation with 50+ properties, while Google Analytics 4 has Basic audiences with 10-15 properties max.
Mobile App Analytics: Amplitude has Native iOS/Android SDKs with event tracking, while Google Analytics 4 has GA4 SDK available but less mature.
Learning Curve: Amplitude has Steep (requires behavioral data modeling expertise), while Google Analytics 4 has Moderate (intuitive dashboard, complex queries harder).
Retention Analysis Features: Amplitude has Retention curves, cohort retention, churn prediction, while Google Analytics 4 has Basic retention reports only.
Attribution Modeling: Amplitude has Custom attribution rules & multi-touch, while Google Analytics 4 has Multi-touch attribution (GA4), data-driven models.