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# invisit vs Google Analytics

> Google Analytics 4 is free at any volume and goes further on Google Ads, Search Console and BigQuery, but it sets cookies, needs consent in the EU and UK, and loads over 150 KB of gzipped script. invisit sets no cookies, loads about 8.5 KB, keeps data forever, and is free to 20,000 events, then from $14 a month.

- Page: https://invisit.dev/compare/google-analytics
- Facts about Google Analytics last verified: 2026-11-03, from [marketingplatform.google.com](https://marketingplatform.google.com/about/analytics/)'s own pages
- Pricing: monthly billing, the cheapest plan step that covers each volume. invisit bills events (page views and custom events); Google Analytics bills events, on Analytics 360 only.

## At a glance

- Price at 1M events a month: invisit $49, Google Analytics Free.
- Free plan: invisit, up to 20K events a month with no time limit. Google Analytics: Yes. Free at any volume on standard properties.
- Only invisit, of the two: No cookies, no consent banner needed, Data stored in the EU, Lightweight script (under 10 KB), Heatmaps, Crawler reads (search and AI bots), Public dashboards, Short links, On-page feedback.
- Where Google Analytics is ahead: You buy Google Ads and want key events as Ads conversions and GA4 audiences for remarketing.

## Choose invisit if

- You want to count EU and UK visitors without cookies, so no consent banner stands between them and your numbers.
- Page weight matters: invisit.js is about 8.5 KB gzipped, against 155 to 179 KB for gtag.js when we measured it.
- You want every event kept forever, not explorations that lose event-level data after 2 or 14 months.
- You sell through Stripe, Paddle or another provider and want revenue read from it, not purchase events wired into your code.
- You want AI crawler reads, heatmaps, web vitals, short links and traffic alerts to Slack or Discord in one place.

## Choose Google Analytics if

- You buy Google Ads and want key events as Ads conversions and GA4 audiences for remarketing.
- You want Search Console queries beside your traffic, or every raw event exported to BigQuery.
- You need cohort, path or user lifetime explorations, predictive audiences, or a user timeline across sessions.
- You measure iOS and Android apps as well as the website, in one property.
- You want it free at any volume, with scheduled email reports, and already run a consent banner.

## Pricing

| A month of | invisit | Google Analytics |
| --- | --- | --- |
| 10K | Free | Free |
| 100K | $14 | Free |
| 1M | $49 | Free |
| 10M | $199 | Free |

Source: [marketingplatform.google.com](https://marketingplatform.google.com/about/analytics/terms/us/). Standard GA4 properties are free at any volume. Analytics 360 has no published price: a fixed base fee covers 25M events a month, then a per-event fee that falls as volume grows.

## Features

### Privacy and setup

| Feature | invisit | Google Analytics |
| --- | --- | --- |
| No cookies, no consent banner needed | Yes. Daily-rotating hash | No. Sets _ga cookies for 2 years; Consent Mode works with a banner ([support.google.com](https://support.google.com/analytics/answer/11397207)) |
| Data stored in the EU | Yes. Falkenstein, Germany (Hetzner) | No. No EU storage option; EU traffic is collected on EU servers first ([support.google.com](https://support.google.com/analytics/answer/12017362)) |
| Lightweight script (under 10 KB) | Yes. About 8.5 KB gzipped; extras load on demand | No. 155 to 179 KB gzipped (gtag.js, measured) ([googletagmanager.com](https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX)) |
| Serve from your own domain | Yes. @invisitdev/server proxy | Yes. Google tag gateway or server-side Tag Manager ([developers.google.com](https://developers.google.com/tag-platform/tag-manager/gateway/setup-guide)) |
| Open source | Partly. Tracker and SDKs, MIT | No. Proprietary ([marketingplatform.google.com](https://marketingplatform.google.com/about/analytics/terms/us/)) |
| Import history from another tool | No | No. Event import only for the last 2 days; no history import ([support.google.com](https://support.google.com/analytics/answer/10325025)) |

### Analytics

| Feature | invisit | Google Analytics |
| --- | --- | --- |
| Realtime view | Yes | Yes. Last 30 minutes ([support.google.com](https://support.google.com/analytics/answer/9271392)) |
| Custom events and goals | Yes | Yes ([developers.google.com](https://developers.google.com/analytics/devguides/collection/ga4/events)) |
| Funnels | Yes | Yes. Funnel explorations ([support.google.com](https://support.google.com/analytics/answer/9327974)) |
| Per-visit timelines | Yes. Every visit step by step: live in the dashboard, any age through the API and MCP | Yes. User explorer, per user across sessions ([support.google.com](https://support.google.com/analytics/answer/9283607)) |
| Retention cohorts | No | Yes. Cohort explorations ([support.google.com](https://support.google.com/analytics/answer/9670133)) |
| Heatmaps | Yes. Clicks, rage and dead clicks, scroll depth | No ([marketingplatform.google.com](https://marketingplatform.google.com/about/analytics/features/)) |
| Session recordings | No | No ([marketingplatform.google.com](https://marketingplatform.google.com/about/analytics/features/)) |
| Web vitals | Yes. Never billed | Partly. Only if you send them as events ([web.dev](https://web.dev/articles/vitals-ga4)) |
| AI assistant referrals | Yes. ChatGPT, Claude, Perplexity, Gemini and more | Yes. AI Assistant channel since May 2026, by referrer ([support.google.com](https://support.google.com/analytics/answer/9164320)) |
| Crawler reads (search and AI bots) | Yes. Recorded server-side, never billed | No. Known bots are excluded, not reported ([support.google.com](https://support.google.com/analytics/answer/9888366)) |
| Revenue | Yes. Read from Stripe, Polar, Paddle, Dodo Payments, Creem and Lemon Squeezy | Partly. Ecommerce events sent from your code ([developers.google.com](https://developers.google.com/analytics/devguides/collection/ga4/ecommerce)) |

### Beyond the dashboard

| Feature | invisit | Google Analytics |
| --- | --- | --- |
| Traffic alerts | Yes. Spikes, drops and silence, to Slack, Discord, ntfy or a webhook | Yes. Custom insights by email, with anomaly detection ([support.google.com](https://support.google.com/analytics/answer/9443595)) |
| Email reports | No | Yes. Scheduled PDF or CSV emails, set by admins ([support.google.com](https://support.google.com/analytics/answer/13722168)) |
| Public dashboards | Yes | No. Share links need property access; or share through Looker Studio ([support.google.com](https://support.google.com/analytics/answer/9317657)) |
| Short links | Yes | No ([marketingplatform.google.com](https://marketingplatform.google.com/about/analytics/features/)) |
| On-page feedback | Yes | No ([marketingplatform.google.com](https://marketingplatform.google.com/about/analytics/features/)) |
| API | Yes. REST, with an OpenAPI document | Yes. Data API, Admin API and Measurement Protocol ([developers.google.com](https://developers.google.com/analytics/devguides/reporting/data/v1)) |
| MCP server for AI assistants | Yes | Yes. Official, read-only, runs locally ([developers.google.com](https://developers.google.com/analytics/devguides/MCP)) |

### Plans

| Feature | invisit | Google Analytics |
| --- | --- | --- |
| Free plan | Yes. 20K events a month, nearly every feature | Yes. Free at any volume on standard properties ([marketingplatform.google.com](https://marketingplatform.google.com/about/analytics/terms/us/)) |
| Free trial | Yes. 14 days | Partly. No trial needed: standard is free; 360 is sold by contract ([support.google.com](https://support.google.com/analytics/answer/11202874)) |
| Sites | Yes. 4 free, unlimited on paid plans | Yes. Up to 2,000 properties per account ([support.google.com](https://support.google.com/analytics/answer/9303323)) |
| Team members | Yes. Unlimited, on every plan | Yes. Five roles, from Viewer to Administrator ([support.google.com](https://support.google.com/analytics/answer/9305587)) |
| Data kept | Yes. Forever, on every plan | Partly. Aggregated reports kept; explorations 2 or 14 months ([support.google.com](https://support.google.com/analytics/answer/7667196)) |

## Why teams pick invisit

invisit starts from a simple question: who actually came to your site, and what brought them there? So it leads with people, not only totals. Each visit keeps its pages and events in order, next to where it came from, including the AI assistants that now send real visitors.

It also covers the jobs that usually need a second tool. Revenue arrives straight from your payment provider, crawler reads show which search engines and AI bots read your pages, and heatmaps, web vitals, short links and feedback sit in the same dashboard. Every paid plan has every feature, so there is no tier to outgrow.

And it stays out of your visitors’ way: no cookies, no banner, nothing that follows anyone from one day to the next.

## Does Google Analytics need a cookie banner?

For visitors in the EU, the UK and Switzerland, in practice yes: Google Analytics 4 sets cookies, and Google's own policy makes you collect consent for them where the law requires it. invisit sets no cookies and stores nothing on the visitor's device, so there is nothing for a banner to ask about.

The GA4 tag sets two first-party cookies, `_ga` and `_ga_<container-id>`, kept for two years by default ([Google's cookie list](https://support.google.com/analytics/answer/11397207)). Google's [EU user consent policy](https://www.google.com/about/company/user-consent-policy/) requires sites using its products to obtain valid consent for cookies "where legally required" from users in the EEA, the UK and Switzerland. Google says the policy reflects the GDPR and the ePrivacy Directive.

Consent Mode v2, introduced in November 2023, changes what the tag does after the visitor chooses, not whether you ask. It added the `ad_user_data` and `ad_personalization` signals, which Google requires from EEA traffic for ads measurement and personalisation ([Google Ads help](https://support.google.com/google-ads/answer/13695607)). In basic mode, GA4 sends nothing for people who decline. In advanced mode it sends cookieless pings and models those visitors, but only once a property logs 1,000 declined events a day for 7 days and 1,000 consenting daily users on 7 of the previous 28 days ([behavioral modeling](https://support.google.com/analytics/answer/11161109)).

GA4 drops the IP addresses of EU, Swiss and UK visitors and collects their data on servers in those regions, then forwards it to Analytics servers for processing ([Google](https://support.google.com/analytics/answer/12017362)). There is no setting to keep GA4 data in the EU; Google relies on the EU-U.S. Data Privacy Framework for transfers to the US ([transfers](https://business.safety.google/adsdatatransfers/)). invisit stores data in Falkenstein, Germany (Hetzner), with Cloudflare, a US company, running DNS and CDN in front, never stores raw IP addresses, and offers a [DPA](/legal/dpa). If your policy wants consent anyway, turn on [`requireConsent`](https://invisit.dev/docs/guides/privacy.md#requiring-consent).

## How heavy is the Google Analytics script?

GA4's tag, gtag.js, weighed between 155 KB and 179 KB gzipped when we measured it on November 3, 2026 (446 KB to 543 KB uncompressed). invisit's core script, `invisit.js`, is about 8.5 KB gzipped; its heatmap, feedback and interaction modules load only when used.

The gtag.js file embeds each property's tag configuration, so its size varies: the bare library, requested with an unknown ID, came to 155 KB, and two live GA4 properties to 168 KB and 179 KB.

## How long does Google Analytics 4 keep your data?

GA4's standard reports keep aggregated data with no stated limit, but the user- and event-level data behind explorations and funnel reports is deleted after 2 months by default, and after 14 months at most on the free version. invisit keeps all data forever, on every plan.

Analytics 360 adds 26, 38 and 50 month options. Age, gender and interest data is kept 2 months whatever you choose, and a standard property that processes 25 billion events in 31 days is classed as Large and cut to 2 months ([data retention](https://support.google.com/analytics/answer/7667196)).

Two more limits shape what GA4 shows. Explorations sample once a query covers more than 10 million events on a standard property, and 1 billion on 360 ([data sampling](https://support.google.com/analytics/answer/13331292)). Data thresholds hide demographic data, and search-query rows with too few users, and you cannot adjust them ([data thresholds](https://support.google.com/analytics/answer/9383630)).

## Is Google Analytics free? GA4, Analytics 360 and invisit prices

Yes. Google's [terms](https://marketingplatform.google.com/about/analytics/terms/us/) make standard GA4 properties free at any volume, so on price alone GA4 wins at every volume invisit sells. invisit is free up to 20,000 events a month, then $14 to $199 a month up to 10 million events ([pricing](/pricing)).

Google Analytics 360, the paid tier, has no published price. Google's [billing help](https://support.google.com/marketingplatform/answer/9013858) describes a fixed base fee that includes the first 25 million events a month, plus a per-event fee above that which falls as volume grows. What 360 buys is mostly higher limits ([360 limits](https://support.google.com/analytics/answer/11202874)):

| Limit                       | GA4, free                | Analytics 360                         |
| --------------------------- | ------------------------ | ------------------------------------- |
| Event data for explorations | 2 or 14 months           | Up to 50 months                       |
| Exploration sampling        | Above 10M events a query | Above 1B, plus unsampled explorations |
| BigQuery daily export       | 1M events a day          | Billions of events a day              |
| Data API quota              | 200,000 tokens a day     | 2M tokens a day                       |
| Service level agreements    | No                       | Yes                                   |

Free GA4 still has costs outside the invoice: BigQuery storage and queries beyond the free sandbox ([BigQuery Export](https://support.google.com/analytics/answer/9358801)), and the consent banner, a separate tool you build or license.

invisit bills page views, custom events, conversions and short-link clicks that reach a destination; bots, crawler reads, web vitals and feedback are never billed. Every paid plan has every feature and unlimited sites, and a year costs nine months' price. You get a warning at 80% of the limit, and events pause only in a second month over in a row ([billing](https://invisit.dev/docs/guides/billing.md)).

A SaaS with 300,000 page views and 40,000 custom events a month sends invisit 340,000 billable events. That is past Pro's 250K step, so it pays $49 a month on Pro 1M, or $441 for a year. On GA4 the same site pays Google nothing.

## Is Google Analytics 4 hard to learn?

GA4 splits analysis between prebuilt Reports and Explore, a separate workspace with its own rules, and Google runs a four-course [Analytics Academy](https://support.google.com/analytics/answer/15440208) with a certification to teach it. In invisit, funnels, per-visit timelines, heatmaps and web vitals sit in the same dashboard as the traffic.

Explore has seven techniques, from free form to path and cohort ([Explorations](https://support.google.com/analytics/answer/7579450)). Explorations read only the 2 or 14 months of event data, sample past 10 million events a query, and are read-only for colleagues once shared. To analyse an event parameter, you first register it as a [custom dimension](https://support.google.com/analytics/answer/14240153), with 50 event-scoped ones per property on the free version.

## Does Google Analytics track ChatGPT and AI assistant traffic?

Yes, since May 13, 2026: GA4 files visits whose referrer matches its list of AI assistants under an AI Assistant channel ([release note](https://support.google.com/analytics/answer/9164320)). Google names ChatGPT, Gemini, Claude, DeepSeek, Copilot and Grok without publishing the full list, and counts its own AI Overviews and AI Mode as Organic Search ([channels](https://support.google.com/analytics/answer/9756891)).

invisit recognises 19 assistants, from ChatGPT, Claude, Perplexity and Gemini to DeepSeek, Doubao, Phind and Duck.ai, by referrer and by `utm_source`, in their own [AI tab](/blog/ai-assistant-traffic).

The other half of AI traffic is bots reading your pages. GA4 excludes known bots, and you cannot see how many ([bot exclusion](https://support.google.com/analytics/answer/9888366)). invisit records search engine and AI crawler reads server-side with `@invisitdev/server`, including fetches like ChatGPT-User, and never bills them ([crawler reads](https://invisit.dev/docs/server/sdk.md#crawler-reads)).

## Where Google Analytics is the better choice

Google Analytics is the better choice when your analytics feeds Google's ad and search products, when you want raw data in a warehouse, or when you measure apps. invisit has no equivalent for these.

- Google Ads: GA4 key events become Ads conversions, and GA4 audiences flow to Google Ads for remarketing ([Ads linking](https://support.google.com/analytics/answer/9379420)).
- Search Console: GA4 shows the Google Search queries behind your visits beside landing-page engagement ([Search Console linking](https://support.google.com/analytics/answer/10737381)). invisit has no Search Console integration.
- BigQuery: every raw GA4 event, exported daily or streamed, to query in SQL. invisit's raw export is gzipped NDJSON through its [REST API](https://invisit.dev/docs/api/rest.md).
- Deeper analysis: cohort and user lifetime explorations, [predictive audiences](https://marketingplatform.google.com/about/analytics/features/), and User explorer, which follows one person across sessions. invisit has no retention cohorts.
- Apps: a GA4 property takes iOS and Android app streams beside the website. invisit has no mobile app SDKs.
- Email reports: admins can schedule up to 50 reports as PDF or CSV. invisit has none.
- Price: free at any volume.

## Switching from Google Analytics to invisit

Run invisit next to GA4 for a few weeks, move your events across, export the GA4 history you want, then remove gtag.js. invisit cannot import history from Google Analytics or any other tool.

1. [Install invisit](https://invisit.dev/docs/web/installation.md) next to gtag.js. To serve it from your own domain, use the [`@invisitdev/server` proxy](https://invisit.dev/docs/server/sdk.md#proxy).
2. Replace each `gtag('event', ...)` call with [`track()`](https://invisit.dev/docs/guides/events.md). GA4 event names (letters, digits, underscores) work in invisit unchanged.
3. Replace the `user_id` setting with [`identify()`](https://invisit.dev/docs/guides/events.md#identify-signed-in-users), which hashes your user id.
4. Rebuild key events as conversions and [funnels](https://invisit.dev/docs/guides/events.md#funnels).
5. Drop `purchase` events and [connect your payment provider](https://invisit.dev/docs/guides/revenue.md#connect-a-provider) instead.
6. Export the history you want, then remove gtag.js and, if nothing else needs it, the consent banner.

```ts title="src/analytics.ts"
// Google Analytics 4 (gtag.js)
gtag('event', 'sign_up', { method: 'Google' })
gtag('config', 'G-XXXXXXXXXX', { user_id: user.id })

// invisit
import { identify, init, track } from '@invisitdev/web'

init({ site: '<site id>' })
track('sign_up', { method: 'Google' })
identify(user.id)
```

| Google Analytics 4            | invisit                          |
| ----------------------------- | -------------------------------- |
| `gtag('event', name, params)` | `track(name, properties)`        |
| `user_id` in the config       | `identify(user.id)`              |
| Key events                    | Conversions                      |
| `purchase` events             | Your payment provider, connected |

Your GA4 history stays in Google Analytics. Download reports as CSV or Google Sheets, up to 100,000 rows each ([export reports](https://support.google.com/analytics/answer/9317657)), pull aggregated data for past dates with the [Data API](https://developers.google.com/analytics/devguides/reporting/data/v1), or link [BigQuery Export](https://support.google.com/analytics/answer/9823238) for raw events from the day you link it. Universal Analytics data is already gone: Google removed access from the week of July 1, 2024 ([Google](https://support.google.com/analytics/answer/11583528)).

Expect the two to disagree side by side. Behind a banner, GA4 has full data only for visitors who accept; the rest are missing, or modeled where the property qualifies. invisit counts without asking, can skip visitors who send Global Privacy Control or Do Not Track if you turn that on, and does not link a visitor from one day to the next.

## Common questions

### Is invisit cheaper than Google Analytics?

At 1M events a month invisit costs $49 a month, and Google Analytics is free. invisit bills page views and custom events; Google Analytics bills events, on Analytics 360 only. Prices checked against Google Analytics's pricing page on November 3, 2026.

### Does Google Analytics have a free plan?

Yes, Google Analytics has a free plan: free at any volume on standard properties. invisit is free up to 20K events a month with no time limit, and its free plan has nearly every feature.

### What does invisit have that Google Analytics does not?

invisit includes no cookies, no consent banner needed, data stored in the EU, lightweight script (under 10 KB), heatmaps, crawler reads (search and AI bots), public dashboards, short links, and on-page feedback; Google Analytics does not, as of November 3, 2026.

### When should I choose Google Analytics over invisit?

Google Analytics suits you better than invisit when one of these is true. You buy Google Ads and want key events as Ads conversions and GA4 audiences for remarketing. You want Search Console queries beside your traffic, or every raw event exported to BigQuery. You need cohort, path or user lifetime explorations, predictive audiences, or a user timeline across sessions. You measure iOS and Android apps as well as the website, in one property. You want it free at any volume, with scheduled email reports, and already run a consent banner.

### When should I choose invisit over Google Analytics?

invisit suits you better than Google Analytics when one of these is true. You want to count EU and UK visitors without cookies, so no consent banner stands between them and your numbers. Page weight matters: invisit.js is about 8.5 KB gzipped, against 155 to 179 KB for gtag.js when we measured it. You want every event kept forever, not explorations that lose event-level data after 2 or 14 months. You sell through Stripe, Paddle or another provider and want revenue read from it, not purchase events wired into your code. You want AI crawler reads, heatmaps, web vitals, short links and traffic alerts to Slack or Discord in one place.

### Does Google Analytics 4 need a cookie banner?

For visitors in the EU, the UK and Switzerland, in practice yes. As of November 2026, Google Analytics 4 sets the _ga cookies for two years by default, and Google's EU user consent policy requires sites to obtain valid consent for cookies where the law requires it. Consent Mode changes what the tag sends after the visitor chooses; it reads that choice from your banner rather than replacing it. invisit sets no cookies and stores nothing on the visitor's device.

### Does Consent Mode v2 make Google Analytics work without consent?

No. Consent Mode v2, introduced by Google in November 2023, adds the ad_user_data and ad_personalization signals. In basic mode, Google Analytics sends nothing for visitors who decline. In advanced mode it sends cookieless pings and models those visitors, but only once a property logs 1,000 declined events a day for 7 days and 1,000 consenting daily users on 7 of the previous 28 days. invisit needs neither a banner nor modeling.

### How long does Google Analytics 4 keep data?

As of November 2026, Google Analytics 4 keeps the user- and event-level data behind explorations and funnel reports for 2 months by default and 14 months at most on standard properties, and up to 50 months on Analytics 360. Aggregated standard reports are not affected by that setting. Age, gender and interest data is always kept 2 months. invisit keeps all data forever on every plan, free included.

### How much does Google Analytics 360 cost?

Google publishes no price for Google Analytics 360. As of November 2026, Google describes the bill as a fixed base fee that includes the first 25 million events a month, plus a per-event fee above that which falls as volume grows, under a contract with Google or a sales partner. Standard Google Analytics 4 properties are free. invisit costs $14 to $199 a month up to 10 million events.

### Does Google Analytics track ChatGPT and other AI assistant traffic?

Yes, since May 13, 2026. Google Analytics 4 files visits whose referrer matches Google's list of AI assistants under an AI Assistant channel, naming ChatGPT, Gemini, Claude, DeepSeek, Copilot and Grok as examples; Google's AI Overviews and AI Mode count as Organic Search. invisit recognises 19 assistants by referrer and by utm_source, and records AI crawler reads server-side, which GA4 excludes without a report.

### Can I import my Google Analytics history into invisit?

No. As of November 2026, invisit cannot import history from Google Analytics or any other tool. Your GA4 history stays in Google Analytics: download reports as CSV or Google Sheets (up to 100,000 rows each), pull aggregated data for past dates with the Google Analytics Data API, or link BigQuery Export for raw events. Universal Analytics data is gone: Google removed access from the week of July 1, 2024.

## Sources

Read on 2026-11-03. Corrections: help@invisit.dev

- https://marketingplatform.google.com/about/analytics/terms/us/
- https://support.google.com/analytics/answer/11397207
- https://support.google.com/analytics/answer/12017362
- https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX
- https://developers.google.com/tag-platform/tag-manager/gateway/setup-guide
- https://support.google.com/analytics/answer/10325025
- https://support.google.com/analytics/answer/9271392
- https://developers.google.com/analytics/devguides/collection/ga4/events
- https://support.google.com/analytics/answer/9327974
- https://support.google.com/analytics/answer/9283607
- https://support.google.com/analytics/answer/9670133
- https://marketingplatform.google.com/about/analytics/features/
- https://web.dev/articles/vitals-ga4
- https://support.google.com/analytics/answer/9164320
- https://support.google.com/analytics/answer/9888366
- https://developers.google.com/analytics/devguides/collection/ga4/ecommerce
- https://support.google.com/analytics/answer/9443595
- https://support.google.com/analytics/answer/13722168
- https://support.google.com/analytics/answer/9317657
- https://developers.google.com/analytics/devguides/reporting/data/v1
- https://developers.google.com/analytics/devguides/MCP
- https://support.google.com/analytics/answer/11202874
- https://support.google.com/analytics/answer/9303323
- https://support.google.com/analytics/answer/9305587
- https://support.google.com/analytics/answer/7667196