Review
Use Google Analytics for the site, a tracker for the click
By Marcus Flynn, tracking and attribution editor. Updated 22 October 2026.
Quick answer
Google Analytics is our top pick for most people. Google Analytics measures a website or an app at no charge, with reporting that connects to Google Ads and the rest of Google's ad products. When you need to know which paid click produced the sale, and the ad platforms need that conversion back, add a dedicated tracker for that job.
- Google Analytics. Best for measuring a website or an app without a paid subscription. Has a free tier.
Where Google Analytics fits
Google Analytics measures a website or an app at no charge, with reporting that connects to Google Ads and the rest of Google's ad products. When you need to know which paid click produced the sale, and the ad platforms need that conversion back, add a dedicated tracker for that job.
It is at its best for measuring a website or an app without a paid subscription. That is the lens the rest of this review uses: not whether it is the biggest tool on the market, but whether it is the right one for that operator.
If you are choosing between Google Analytics and a click tracker, read ClickMagick vs Google Analytics.
Pros and cons
What works
- The standard property is free, so a content site or a report that lives inside Google can run without a tracker subscription.
- Attribution reports still include a data-driven model and two last-click variants after the older multi-touch models were removed.
- It connects to Google's ad and cloud products, which is why a Google-heavy account keeps the property even after a tracker is added.
What to watch
- When a conversion cannot be observed directly, credit is modeled. That estimate is a different record from a click you can open and match to an order.
- Click-fraud filters for a media buyer are not included in Google Analytics. You get those from a dedicated tracker.
- Sending a click-level sale to Meta takes an ad tracker. Google Ads can import conversions from this property.
What it costs
Standard Google Analytics is free. Analytics 360 is the enterprise tier. The public site directs those buyers to sales. It does not list a self-serve price.
Changelog
- 22 October 2026: Added the head-to-head with ClickMagick for readers who already run the free property and are deciding on a click tracker.
Frequently asked questions
How much does Google Analytics cost?
Does Google Analytics offer a free trial?
How we reviewed this
We do not run paid campaigns through Google Analytics. We read its documentation and pricing, check every figure against the vendor, and weigh what operators report after spending real money on traffic through it. The full rubric is on the methodology page.
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- Google Analytics alternatives
- See Google Analytics pricing
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Written by
Marcus Flynn
Tracking and attribution editor
Marcus Flynn runs OfferROAS's tracking and attribution desk. He covers direct-response paid media for this site, from the tracker to the merchant account. He reads operator threads, vendor changelogs and pricing pages, then writes what those sources support. He sets the methodology and puts his name on the commercial pages.
Last checked 2026-10-22
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