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Marketing · head to head

Google Analytics vs SEMrush

Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
SEMrush logo

SEMrush

SEO

Do SEO, content marketing, competitor research, PPC and social media marketing from just one platfor

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; SEMrush free tier limited to 10 reports per day across all tools
  • They diverge on capability: Google Analytics covers Real-time analytics, SEMrush covers Keyword research.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

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

Attributes where Google Analytics and SEMrush differ
AttributeGoogle AnalyticsSEMrush
Pricing modelfreemiumsubscription
PlatformsWebWeb, Mobile app
CategoryMarketingSEO
Founded19982008

Identical on both: starting price (Free), free tier (Yes), 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 SEMrush

  • Keyword research
  • Site audit
  • Competitor analysis
  • Backlink analytics
  • Rank tracking
  • Content marketing
  • PPC research
  • Social media tools

Both cover

  • Google Ads
  • Google Search Console
  • Google Data Studio
  • 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 SEMrush
  • Event tracking and user behaviour analysisnot SEMrush
  • Traffic source and conversion trackingnot SEMrush

SEMrush

  • SEO keyword research and competitor analysisnot Google Analytics
  • Website performance tracking and auditingnot Google Analytics
  • Content marketing optimizationnot Google Analytics
  • PPC advertising researchnot 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

SEMrush

  • Free tier limited to 10 reports per day across all tools
  • Keyword tracking capped at 500 per month on entry tiers (SEO and Starter plans)
  • Additional users cost £45/month per user above base subscription
  • Most advanced features require Advanced plan (£455.67/month), making entry cost significant for small teams

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

SEMrush

Free
  • FreeFree
    • 1 demo project with basic features
    • No credit card required
    • For trying out the platform
  • SEO Plan$117.33/month
    • Annual billing ($1407.96/year)
    • Monitor 5 websites
    • Track 500 keywords daily
  • Starter Plan$165.17/month
    • Annual billing ($1982.04/year)
    • 5 websites, 500 keywords tracked daily
    • MCP access with 50 AI prompts tracked across search platforms
  • Pro+ Plan$248.17/month
    • Annual billing ($2978.04/year)
    • 15 websites, 1,500 keywords daily
    • 100 AI prompts tracked

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 SEMrush if

  • You need keyword research.
  • You want to start without paying.
  • You work on Web, Mobile app.
  • You also want site audit.
SEMrush review

Questions people ask

Is Google Analytics or SEMrush better?
Neither clearly leads. Google Analytics starts at Free and SEMrush at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or SEMrush?
Google Analytics starts at Free and SEMrush at Free.
Does Google Analytics or SEMrush run on more platforms?
Google Analytics runs on Web. SEMrush runs on Web, Mobile app.
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 SEMrush is typically brought in for.
What can Google Analytics do that SEMrush cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. SEMrush covers Keyword research, Site audit, Competitor analysis, Backlink analytics. Both handle Google Ads, Google Search Console, Google Data Studio, SOC2.

Answered from the vendors’ own pages

SEMrush: How much does Semrush cost?

Semrush starts at $117.33/month for the SEO Plan with annual billing and goes up to $455.67/month for the Advanced Plan. A free tier is available with 1 demo project and basic features. Prices increase with monthly billing instead of annual.

Source
SEMrush: What does each Semrush plan include?

Plans scale from 5 to 40 websites monitored, 500 to 5,000 keywords tracked daily, and include progressively more features like MCP access and API access at higher tiers. Advanced Plan includes dedicated support.

Source
SEMrush: Are there add-on options for Semrush?

Yes, additional users cost $45/month, and reporting features range from $10-$20/month. Enterprise plans with unlimited projects and dedicated support are available with custom pricing.

Source
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