- Pick it if you are:
- Mid-size SaaS companies with product teams; Enterprise companies with complex analytics needs
- Top complaint:
- Massive pricing jump from free to paid - sticker shock
- Price:
- Free plan
- Pick it if you are:
- Sites running Google Ads; Marketers with an analyst
- Top complaint:
- Why is Google Analytics showing no data?
- Price:
- Free plan
Score Comparison
Signals Comparison
Amplitude
- Massive pricing jump from free to paid - sticker shock(9/10)
- Event limits hit fast: free plan cut from 10M to 2M events(8/10)
Google Analytics
- GA360 costs a reported $50,000+ per year(6/10)
Amplitude
- Steep learning curve - takes weeks to master(8/10)
- Features siloed - can't transfer queries between sections(6/10)
- UI constantly changing - hard to keep up(5/10)
- No month-to-date or week-to-date selection(5/10)
- Too complex for non-technical users(6/10)
Google Analytics
- Why is Google Analytics showing no data?(8/10)
- What does (not set) mean in GA4?(6/10)
- Events not showing as key events(7/10)
Amplitude
- Reports load slowly with unnecessary details(6/10)
Google Analytics
- GA4 data thresholds hide rows in reports(7/10)
- GA4 keeps only 2 or 14 months of exploration data(7/10)
- Sampling and Large property limits(7/10)
Amplitude
- Multi-device session tracking merges users incorrectly(7/10)
- Data export limitations prevent AI analysis(5/10)
- Ad blockers drop Amplitude tracking events(6/10)
Google Analytics
- BigQuery export capped at 1 million events a day on free(5/10)
Amplitude
- Support provides generic, unhelpful responses(7/10)
Google Analytics
No signals
Amplitude
- Significant user overcounting due to MTU tracking(7/10)
- Session replay stopped working without fix(7/10)
- Events not showing in Amplitude charts(7/10)
Google Analytics
No signals
Amplitude
- Event taxonomy planning takes 4-6 weeks(6/10)
Google Analytics
- Reports in GA4 are hard to find and understand(5/10)
Amplitude
No signals
Google Analytics
- Consent mode drops data when users decline cookies(7/10)
Amplitude
No signals
Google Analytics
- Standard property limits on events and dimensions(6/10)
Pricing Comparison
Amplitude
Users: Unlimited team members, 1 space
Storage: 1 year data access; 10 saved charts per org
Limits: No behavioral cohorts, heatmaps, custom events, A/B testing, experiment results, webhooks, scheduled syncs or customer support
Users: Unlimited team members, 3 spaces
Storage: 2 years data access
Limits: No A/B/n testing, experiment results, conversion drivers, SSO, RBAC or response SLA
Users: Unlimited
Storage: Unlimited data access
Limits: No RBAC/SCIM, data access controls or dedicated customer success
Users: Unlimited
Storage: Unlimited data access
Limits: Negotiated contracts
Google Analytics
Users: Unlimited users
Storage: Event data kept 2 or 14 months
Limits: 25 event parameters, 30 key events, 50 event-scoped custom dimensions per property; retention 2 or 14 months; no SLA stated
Storage: Retention up to 50 months
Limits: Requires a Google Marketing Platform 360 contract
Feature Comparison
| Feature | Amplitude | Google Analytics |
|---|---|---|
| Analytics | ||
| Event Analytics Core feature, very powerful | ||
| Funnel Analysis Industry-leading | ||
| Retention Analysis Industry-leading | ||
| Behavioral Cohorts Plus plan and above | ||
| User Journeys Pathfinder feature | ||
| Session Replay Available on all plans but can be buggy | ||
| Real-time Data Growth plan for streaming | ||
| Tracking | ||
| Event-based tracking | ||
| Reporting | ||
| Explorations and funnels Retention limited to 2 or 14 months on free | ||
| Unsampled explorations 360 only | ||
| Custom Dashboards Plus plan and above | ||
| Data | ||
| BigQuery export 1M events/day on free | ||
| Privacy | ||
| Consent mode modeling Volume prerequisites apply | ||
| Cookieless first-party hosting | ||
| Experimentation | ||
| A/B Testing Growth plan and above | ||
| Feature Flags Unlimited on all plans | ||
| Data Collection | ||
| Autocapture Manual event tracking required | ||
| Integrations | ||
| Web SDK Well supported | ||
| iOS SDK Well supported | ||
| Android SDK Well supported | ||
| React Native SDK Available | ||
| Data Warehouse Sync Available on paid plans | ||
| Security | ||
| SSO/SAML Enterprise only | ||
| Deployment | ||
| Self-hosting SaaS only, no self-hosting | ||
| Developer | ||
| API Access Available on all plans | ||
| Collaboration | ||
| Team Collaboration Shared dashboards and analyses | ||
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