Softwr

Marketing · head to head

Google Analytics vs IBM Cognos Analytics

Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
IBM Cognos Analytics logo

IBM Cognos Analytics

Business Intelligence

AI-powered business intelligence

From
$15/month
Rated
-
Full reviewWebsite

The short version

  • Only Google Analytics has a free tier, so it costs nothing to try first.
  • Each has a real cost: Google Analytics data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires; IBM Cognos Analytics listed on UK G-Cloud at £42.53 per user per month for IBM Cognos Analytics, via reseller Computacenter
  • They diverge on capability: Google Analytics covers Real-time analytics, IBM Cognos Analytics covers AI Assistant.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Google Analytics and IBM Cognos Analytics actually diverge.

Attributes where Google Analytics and IBM Cognos Analytics differ
AttributeGoogle AnalyticsIBM Cognos Analytics
Starting priceFree$15/month
Pricing modelfreemiumsubscription
Free tierYesNo
PlatformsWebWeb, Desktop, Mobile, Cloud
CategoryMarketingBusiness Intelligence
Founded19981911

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Google Analytics

  • Real-time analytics
  • Audience insights
  • Acquisition tracking
  • Behavior flow
  • Conversion tracking
  • Custom reports
  • Mobile analytics
  • E-commerce tracking

Only in IBM Cognos Analytics

  • AI Assistant
  • Natural Language Queries
  • Automated Insights
  • Story Telling
  • Mobile Analytics
  • IBM Db2
  • Oracle
  • SQL Server

Both cover

  • Salesforce

What people use each for

The jobs each tool is most often brought in to do.

Google Analytics

  • Website and web application analyticsnot IBM Cognos Analytics
  • Event tracking and user behaviour analysisnot IBM Cognos Analytics
  • Traffic source and conversion trackingnot IBM Cognos Analytics

IBM Cognos Analytics

  • Self-service analyticsnot Google Analytics
  • Data explorationnot Google Analytics
  • Ad-hoc reportingnot Google Analytics
  • Collaborative analysisnot Google Analytics
  • Embedded analyticsnot Google Analytics

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Google Analytics

  • Data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • Large and XL properties capped at 2-month data retention only
  • Age, gender, and interest data always expire after 2 months regardless of retention settings
  • Free tier does not include GA360 advanced features

IBM Cognos Analytics

  • Listed on UK G-Cloud at £42.53 per user per month for IBM Cognos Analytics, via reseller Computacenter

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

IBM Cognos Analytics

$15/month
  • Standard$15/month
    • Dashboards
    • Reporting
    • AI Insights
  • Plus$35/month
    • Advanced Analytics
    • Planning
    • Premium Support

Which should you pick?

Choose Google Analytics if

  • You need real-time analytics.
  • You want to start without paying.
  • You also want audience insights.
Google Analytics review

Choose IBM Cognos Analytics if

  • You need ai assistant.
  • You work on Web, Desktop, Mobile, Cloud.
  • You also want natural language queries.
IBM Cognos Analytics review

Questions people ask

Is Google Analytics or IBM Cognos Analytics better?
Neither clearly leads. Google Analytics starts at Free and IBM Cognos Analytics at $15/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or IBM Cognos Analytics?
Google Analytics has a free tier; the other does not. Paid plans start at Free for Google Analytics and $15/month for IBM Cognos Analytics.
Does Google Analytics or IBM Cognos Analytics run on more platforms?
Google Analytics runs on Web. IBM Cognos Analytics runs on Web, Desktop, Mobile, Cloud.
Can I use Google Analytics for free?
Yes. Google Analytics has a free tier, so you can try it without paying. IBM Cognos Analytics starts at $15/month.
What is Google Analytics best used for?
Google Analytics is most often used for website and web application analytics, event tracking and user behaviour analysis, traffic source and conversion tracking. Of those, website and web application analytics and event tracking and user behaviour analysis are not what IBM Cognos Analytics is typically brought in for.
What can Google Analytics do that IBM Cognos Analytics cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. IBM Cognos Analytics covers AI Assistant, Natural Language Queries, Automated Insights, Story Telling. Both handle Salesforce.
Share

Related pages

More on Google Analytics

More on IBM Cognos Analytics

Keep looking

Other head to heads