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Marketing · head to head

Google Analytics vs Moz

Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
Moz logo

Moz

Marketing

SEO software for smarter marketing

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Google Analytics data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires; Moz smaller keyword database with only 500M+ keywords compared to 25 billion for Semrush
  • They diverge on capability: Google Analytics covers Real-time analytics, Moz covers Keyword Explorer.

Where they differ

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

Attributes where Google Analytics and Moz differ
AttributeGoogle AnalyticsMoz
Pricing modelfreemiumUnknown
Founded19982004

Identical on both: starting price (Free), free tier (Yes), platforms (Web), 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 Moz

  • Keyword Explorer
  • Link Explorer
  • Site Crawl
  • Rank Tracking
  • Page Optimization
  • Competitive research
  • Local SEO tools
  • Fresh Web Explorer

What people use each for

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

Google Analytics

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

Moz

  • SEO auditsnot Google Analytics
  • Keyword researchnot Google Analytics
  • Link buildingnot Google Analytics
  • Local SEOnot Google Analytics
  • Competitive analysisnot 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

Moz

  • Smaller keyword database with only 500M+ keywords compared to 25 billion for Semrush
  • Unreliable competitive analysis for B2B companies with niche competitor sets
  • Weekly rank tracking on lower plans creates bottlenecks versus daily updates on competitors

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Moz

Free
  • Starter$39/month
    • Limited keyword tracking
    • Basic site audit
  • Standard$99/month
    • Enhanced keyword tracking
    • Competitive analysis

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 Moz if

  • You need keyword explorer.
  • You want to start without paying.
  • You also want link explorer.
Moz review

Questions people ask

Is Google Analytics or Moz better?
Neither clearly leads. Google Analytics starts at Free and Moz at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or Moz?
Google Analytics starts at Free and Moz at Free.
Does Google Analytics or Moz 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?
Both have a free tier, so you can try either at no cost before committing.
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 Moz is typically brought in for.
What can Google Analytics do that Moz cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. Moz covers Keyword Explorer, Link Explorer, Site Crawl, Rank Tracking.

Answered from the vendors’ own pages

Moz: What are Moz's main weaknesses compared to Semrush and Ahrefs?

Moz has a smaller keyword database (500M+ keywords vs Semrush's 25B), weaker competitive analysis tools for B2B niches, weekly rank tracking on lower plans, and limited local SEO features compared to modern competitors.

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