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Marketing · head to head

Google Analytics vs VWO

Google Analytics logo

Google Analytics

Marketing

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
VWO logo

VWO

Marketing

Experience Optimization Platform

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; VWO growth plan restricted to 1 workspace and 0 custom attributes
  • They diverge on capability: Google Analytics covers Real-time analytics, VWO 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 VWO actually diverge.

Attributes where Google Analytics and VWO differ
AttributeGoogle AnalyticsVWO
Pricing modelfreemiumusage-based
PlatformsWebWeb, iOS, Android, Server-side
Founded19982007

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

  • A/B testing
  • Multivariate testing
  • Heatmaps
  • Session recordings
  • Analytics
  • Google Analytics
  • Slack
  • SSL encryption

What people use each for

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

Google Analytics

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

VWO

  • A/B testing and multivariate testingnot Google Analytics
  • Conversion rate optimisationnot Google Analytics
  • Behavioural analytics and session recordingsnot Google Analytics
  • Feature experimentation and progressive rolloutsnot 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

VWO

  • Growth plan restricted to 1 workspace and 0 custom attributes
  • Single Sign-On (SSO) and API access limited to Enterprise tier only
  • Growth plan offers only 8-hour first response time for support

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

VWO

Free

No published plan breakdown. See the VWO review.

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 VWO if

  • You need a/b testing.
  • You want to start without paying.
  • You work on Web, iOS, Android, Server-side.
  • You also want multivariate testing.
VWO review

Questions people ask

Is Google Analytics or VWO better?
Neither clearly leads. Google Analytics starts at Free and VWO at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or VWO?
Google Analytics starts at Free and VWO at Free.
Does Google Analytics or VWO run on more platforms?
Google Analytics runs on Web. VWO runs on Web, iOS, Android, Server-side.
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 VWO is typically brought in for.
What can Google Analytics do that VWO cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow. VWO covers A/B testing, Multivariate testing, Heatmaps, Session recordings.

Answered from the vendors’ own pages

VWO: Is there a free trial available?

Free for 30 days. No credit card required to start the trial.

Source
VWO: Are there limits on users or metrics?

Run unlimited optimization at scale with no limit on variations, account users, metrics, session recordings, or integrations.

Source
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