STOA's verdictRating 7.7 out of 10
Google Analytics is the go-to choice for any small business owner who wants to understand what's happening on their website without paying anything.
The biggest pro is that it's free and connects directly with Google Ads, making it easy to see if your marketing spend is paying off. The main downside is that the current version, GA4, has a steep learning curve — many small business owners find the reports confusing at first and may need some help getting it set up correctly.
Six factors, weightedHow we rate
- SMB Fit 25%8.0 out of 10
Standard Google Analytics is provided without charge, and the marketing page describes it as a free and easy-to-use solution for businesses of every size.
