Amplitude 
Google Analytics 4 Amplitude vs Google Analytics 4
A side-by-side Analytics & BI comparison of Amplitude and Google Analytics 4 — capability coverage, pricing, and which fits your stack. No referral fees; the data is ours.
Capability comparison
| Capability | Amplitude | Google Analytics 4 |
|---|---|---|
| Audience Segmentation | Supported | Core |
| Cohort Analysis | Core | — |
| Event Stream Ingestion | Core | — |
| Funnel / Conversion Analysis | Core | Supported |
| Marketing Attribution (MTA/MMM) | — | Core |
| Mobile SDK | Core | — |
| Product Analytics | Core | — |
| Web Analytics | Supported | Core |
| Web SDK | Core | — |
| A/B & Multivariate Testing | Supported | — |
| Audience Activation / Sync | Supported | — |
| Data Access Control | Supported | — |
| Privacy Compliance (GDPR/CCPA) | Supported | — |
| Real-time Analytics | Supported | — |
| Server-side Tracking | Supported | — |
| Session Replay | Supported | — |
Choose Amplitude if…
- You need Product Analytics (core capability Google Analytics 4 doesn't lead with)
- You need Event Stream Ingestion (core capability Google Analytics 4 doesn't lead with)
- You need Web SDK (core capability Google Analytics 4 doesn't lead with)
- You need Mobile SDK (core capability Google Analytics 4 doesn't lead with)
Pricing: Usage-based
Choose Google Analytics 4 if…
- You need Web Analytics (core capability Amplitude doesn't lead with)
- You need Marketing Attribution (MTA/MMM) (core capability Amplitude doesn't lead with)
- You need Audience Segmentation (core capability Amplitude doesn't lead with)
Pricing: Freemium
Amplitude vs Google Analytics 4 — FAQ
What is the difference between Amplitude and Google Analytics 4?
Both are Analytics & BI tools. Amplitude leans into Product Analytics and Event Stream Ingestion, while Google Analytics 4 is stronger on Web Analytics and Marketing Attribution (MTA/MMM). The capability matrix above shows the full side-by-side.
Is Amplitude or Google Analytics 4 better?
Neither is universally better — it depends on your stack. Choose Amplitude if you need Product Analytics; choose Google Analytics 4 if Web Analytics matter more. Map both against your actual requirements rather than a generic feature count.
How do Amplitude and Google Analytics 4 compare on price?
Amplitude: Usage-based. Google Analytics 4: Freemium. Check each vendor's page for current rates.
Amplitude or Google Analytics 4? Decide in your stack's context.
Drop both onto a canvas, see how each integrates with what you already run, and score them against your real requirements — not a generic feature list.
No credit card required. Free plan available.