GA4 properties are free with no hit cap in the terms; event-level data is kept up to 14 months, and collection is capped at 100,000 events per user per day.
Verified ·Oct 15, 2026
Free allowance
What the free plan includes, as the provider states it.
- retention
- 420 d
- Up to 14 months (options: 2 or 14 months) for event-level data.
- events per user per day / day
- 100K
- Per user for tag or SDK collection, not per property.
The fine print
Each verdict links to the quote it rests on.
- Free for
- As long as you stay within the limits
- At the limit
- Anything over the limit is refused until the next period
- Spending cap
- None needed: the free plan cannot bill you
- Idle projects
- No pause rule documented
- Data retention
- No deletion rule documented
- Card at sign-up
- Not documentedRequires a Google Account.
- Identity check
- An email address
- Commercial use
- Allowed
- Mainland China
- Partly reachableGreatFire: googletagmanager.com (gtag.js) loads normally; www.google-analytics.com collection URLs are reachable or intermittent, while region1.google-analytics.com is blocked (latest tests 2026-10-14).
- Sign-up regions
- No restrictions documented
- Quotas apply per
- Project
Alternatives
Other free plans for the same need, ranked by the same neutral rules.
Changes
No changes recorded since this plan entered the catalog.
- Oct 15, 2026
- Awaiting review
- Standard