Google Analytics 4 (GA4) operates on a freemium model, meaning the core functionality is available without charge, but additional features and higher data processing limits require a paid subscription as of December 2025. The free version provides substantial website and app data analysis capabilities, but is subject to data thresholds.
The free GA4 currently includes standard reporting, event tracking, user demographics, and integration with other Google Marketing Platform products like Google Ads. Data collection is limited to 50 million hits per month for standard properties. Australian businesses exceeding this limit, or requiring more advanced analysis, can upgrade to GA4 360, a paid enterprise-level solution. GA4 360, as of December 2025, offers un-sampled reporting, advanced analysis features like funnel exploration and custom tables, and dedicated support. Data retention in the free version is capped at 14 months, while GA4 360 allows for longer retention periods. Compliance with Australian privacy legislation, such as the Privacy Act 1988, remains the responsibility of the user regardless of the GA4 version used. In 2026, Google is expected to further refine the data thresholds and feature differentiation between the free and paid tiers.
GA4 functions by providing a base level of analytics access at no cost, with expanded capabilities available through a subscription model based on data volume and feature requirements.
