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Marketing · head to head

Google Analytics vs Optimizely

Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
Optimizely logo

Optimizely

Marketing

Digital experience optimization

From
$10000/year
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; Optimizely no pricing is published and no minimum is stated
  • They diverge on capability: Google Analytics covers Real-time analytics, Optimizely covers A/B testing.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

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

Attributes where Google Analytics and Optimizely differ
AttributeGoogle AnalyticsOptimizely
Starting priceFree$10000/year
Pricing modelfreemiumquote
Free tierYesNo
PlatformsWebWeb, Mobile
Founded19982010

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 Optimizely

  • A/B testing
  • Multivariate testing
  • Personalization
  • Feature management
  • Analytics
  • Google Analytics
  • Adobe Analytics
  • Cloud deployment

Both cover

  • SOC2
  • ISO27001

What people use each for

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

Google Analytics

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

Optimizely

  • A/B testing and experimentation across web and product experiencesnot Google Analytics
  • Feature flagging and personalisation for digital productsnot 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

Optimizely

  • No pricing is published and no minimum is stated
  • Every plan is individually packaged, so no two quotes are necessarily comparable
  • Reaching a figure requires a demo or sales conversation

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Optimizely

$10000/year
  • Enterprise$undefined/year
    • A/B testing
    • Personalization
    • Feature management

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 Optimizely if

  • You need a/b testing.
  • You work on Web, Mobile.
  • You also want multivariate testing.
Optimizely review

Questions people ask

Is Google Analytics or Optimizely better?
Neither clearly leads. Google Analytics starts at Free and Optimizely at $10000/year, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or Optimizely?
Google Analytics has a free tier; the other does not. Paid plans start at Free for Google Analytics and $10000/year for Optimizely.
Does Google Analytics or Optimizely run on more platforms?
Google Analytics runs on Web. Optimizely runs on Web, Mobile.
Can I use Google Analytics for free?
Yes. Google Analytics has a free tier, so you can try it without paying. Optimizely starts at $10000/year.
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 Optimizely is typically brought in for.
What can Google Analytics do that Optimizely cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. Optimizely covers A/B testing, Multivariate testing, Personalization, Feature management. Both handle SOC2, ISO27001.

Answered from the vendors’ own pages

Optimizely: How much does Optimizely cost?

Optimizely does not publish pricing rates. The company states that every plan is individually packaged based on specific customer needs. Interested customers must request a demo or contact the sales team to receive customized pricing.

Source
Optimizely: What is the pricing model for Optimizely?

Optimizely uses a custom enterprise pricing model rather than published rate cards. Pricing is determined through direct consultation with the sales team based on the customer's digital needs and feature requirements.

Source
Optimizely: Is there a free trial of Optimizely?

Optimizely does not specify free trial availability on its website. Customers interested in exploring the platform are directed to request a demo through the company's website to discuss trial options.

Source
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