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Marketing · head to head

Google Analytics vs Lytics

Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
L

Lytics

Automation Integration

The customer data platform for personalization

From
$400/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; Lytics billed in credits where one credit is an update to a user profile, so the bill tracks how often profiles change rather than how many exist
  • They diverge on capability: Google Analytics covers Real-time analytics, Lytics covers Data collection.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Google Analytics and Lytics actually diverge.

Attributes where Google Analytics and Lytics differ
AttributeGoogle AnalyticsLytics
Starting priceFree$400/month
Pricing modelfreemiumusage-based
Free tierYesNo
CategoryMarketingAutomation Integration
Founded19982013

Identical on both: platforms (Web), 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 Lytics

  • Data collection
  • Audience segmentation
  • Predictive analytics
  • Personalization
  • Real-time activation
  • Analytics
  • API access
  • 100+ integrations

Both cover

  • SOC2

What people use each for

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

Google Analytics

  • Website and web application analyticsnot Lytics
  • Event tracking and user behaviour analysisnot Lytics
  • Traffic source and conversion trackingnot Lytics

Lytics

  • Building unified customer profiles from behavioural and marketing datanot Google Analytics
  • Segmenting audiences and syncing them to marketing destinationsnot 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

Lytics

  • Billed in credits where one credit is an update to a user profile, so the bill tracks how often profiles change rather than how many exist
  • Most inbound events consume a full credit each, and Cloud Connect sync events consume half a credit per updated row
  • The free Developer tier is capped at 2M monthly credits and 10 domains
  • The Growth plan is $500 a month for 5M credits, with additional credits at $500 per 10M
  • Enterprise begins above 10M credits and is quoted rather than published

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Lytics

$400/month
  • Professional$400/month
    • Core CDP features
  • Advanced$1200/month
    • Advanced personalization
    • Priority support
  • Enterprise$3000/month
    • Custom solutions
    • Dedicated 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 Lytics if

  • You need data collection.
  • You also want audience segmentation.
Lytics review

Questions people ask

Is Google Analytics or Lytics better?
Neither clearly leads. Google Analytics starts at Free and Lytics at $400/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or Lytics?
Google Analytics has a free tier; the other does not. Paid plans start at Free for Google Analytics and $400/month for Lytics.
Does Google Analytics or Lytics run on more platforms?
Both run on Web, so platform support will not decide this one for you.
Can I use Google Analytics for free?
Yes. Google Analytics has a free tier, so you can try it without paying. Lytics starts at $400/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 Lytics is typically brought in for.
What can Google Analytics do that Lytics cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. Lytics covers Data collection, Audience segmentation, Predictive analytics, Personalization. Both handle SOC2.
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