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Marketing · head to head

Google Analytics vs Marketing Evolution

Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
Marketing Evolution logo

Marketing Evolution

Marketing

Advanced marketing analytics and attribution modeling

From
$5000/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; Marketing Evolution pricing not published on vendor website; enterprise data infrastructure platform requires custom quote
  • They diverge on capability: Google Analytics covers Real-time analytics, Marketing Evolution covers Multi-touch attribution.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Google Analytics and Marketing Evolution actually diverge.

Attributes where Google Analytics and Marketing Evolution differ
AttributeGoogle AnalyticsMarketing Evolution
Starting priceFree$5000/month
Pricing modelfreemiumsubscription
Free tierYesNo
PlatformsWebWeb, Api, Analytics
Founded19982008

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

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 Marketing Evolution

  • Multi-touch attribution
  • Marketing mix modeling
  • Channel performance
  • ROI analysis
  • Forecasting
  • Budget optimization
  • Custom reporting
  • Advanced analytics

Both cover

  • Google Ads
  • Salesforce
  • SOC2
  • Data encryption

What people use each for

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

Google Analytics

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

Marketing Evolution

  • Marketing data unification across paid, owned, and third-party data sourcesnot Google Analytics
  • Attribution modeling and customer journey reconstructionnot Google Analytics
  • AI-agent-ready marketing data context and business ontologynot Google Analytics
  • Marketing budget planning and scenario simulation with Darwin toolnot Google Analytics
  • Cross-channel performance monitoring and KPI standardizationnot 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

Marketing Evolution

  • Pricing not published on vendor website; enterprise data infrastructure platform requires custom quote

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Marketing Evolution

$5000/month
  • Professional$5000/month
    • Basic attribution modeling
    • Multiple channels
    • Monthly reporting
  • Enterprise$undefined/month
    • Advanced attribution
    • Unlimited channels
    • Real-time analysis
  • Custom$undefined/month
    • Custom implementation
    • Professional services
    • Consulting included

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 Marketing Evolution if

  • You need multi-touch attribution.
  • You work on Web, Api, Analytics.
  • You also want marketing mix modeling.
Marketing Evolution review

Questions people ask

Is Google Analytics or Marketing Evolution better?
Neither clearly leads. Google Analytics starts at Free and Marketing Evolution at $5000/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or Marketing Evolution?
Google Analytics has a free tier; the other does not. Paid plans start at Free for Google Analytics and $5000/month for Marketing Evolution.
Does Google Analytics or Marketing Evolution run on more platforms?
Google Analytics runs on Web. Marketing Evolution runs on Web, Api, Analytics.
Can I use Google Analytics for free?
Yes. Google Analytics has a free tier, so you can try it without paying. Marketing Evolution starts at $5000/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 Marketing Evolution is typically brought in for.
What can Google Analytics do that Marketing Evolution cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. Marketing Evolution covers Multi-touch attribution, Marketing mix modeling, Channel performance, ROI analysis. Both handle Google Ads, Salesforce, SOC2, Data encryption.

Answered from the vendors’ own pages

Marketing Evolution: How much does Marketing Evolution Substrate cost?

Marketing Evolution does not publish pricing on its website. The Substrate platform is sold through enterprise contracts requiring custom quotes.

Source
Marketing Evolution: What is the cost of Darwin proactive intelligence?

Darwin is included with the Substrate platform. Marketing Evolution does not publish per-user or per-instance pricing on its website.

Source
Marketing Evolution: Does Marketing Evolution offer a free trial?

Marketing Evolution directs users to request a demo or get started on the website. No free trial period is mentioned or offered.

Source
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