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Analytics & BI

Google Analytics 4 vs Heap

Which analytics & bi tool is right for you? Compare features, pricing, and user reviews to make the best choice.

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Google Analytics 4

★4.0 • 100 reviews

Teams that need free, scalable web/app analytics with strong Google Ads integration, event-based tracking, and flexible exploratory analysis—especially SMBs, product teams, and marketers operating in the Google ecosystem.

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Starting at $0/user/month
H

Heap

★4.0 • 100 reviews

Product, growth, and analytics teams that want fast, low-instrumentation behavioral analytics for web and mobile apps, combining quantitative product analytics with session replay and strong data management.

Full ReviewVisit Site
Starting at Quote-based

Side-by-Side Comparison

FeatureGoogle Analytics 4Heap
Pricing$0/user/monthQuote-based
G2 Rating4.0 (100 reviews)4.0 (100 reviews)
Capterra Rating4.04.0
Best ForTeams that need free, scalable web/app analytics with strong Google Ads integration, event-based tracking, and flexible exploratory analysis—especially SMBs, product teams, and marketers operating in the Google ecosystem.Product, growth, and analytics teams that want fast, low-instrumentation behavioral analytics for web and mobile apps, combining quantitative product analytics with session replay and strong data management.

Pros & Cons

Google Analytics 4

Pros

  • + Free tier is powerful and widely supported across the Google ecosystem
  • + Strong cross-device and cross-platform measurement approach (web + app)
  • + Flexible analysis via Explorations (funnels, paths, cohorts) without exporting data
  • + Native BigQuery export available for GA4 properties (useful for BI/warehouse workflows)

Cons

  • − Steeper learning curve vs Universal Analytics; reporting/navigation can feel less intuitive
  • − Sampling/thresholding and privacy modeling can limit granular reporting in some scenarios
  • − Advanced governance, SLAs, and enterprise features generally require GA360 (quote-based)

Heap

Pros

  • + Autocapture reduces engineering effort and speeds up analysis
  • + Powerful funnel/journey analysis for product and growth use cases
  • + Session replay helps diagnose UX issues and validate hypotheses
  • + Broad integration ecosystem for warehouses, CDPs, and BI tools

Cons

  • − Pricing is quote-based and can be difficult to estimate upfront
  • − Autocapture can create noisy datasets without strong governance
  • − Advanced setups (mobile, complex SPAs, governance) may require significant configuration

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