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In-depth: PostHog vs Google Analytics 4

Jan 10, 2024

Want to know how PostHog and Google Analytics 4 (GA4) compare? If you remember nothing else, remember these two things:

  1. Google Analytics is designed for marketers who want to analyze landing pages, compare marketing channels, and return on ad spend.

  2. PostHog is an all-in-one platform built to help engineers understand users and create better products. It includes analytics and a whole bunch more.

How is PostHog different to Google Analytics?

1. PostHog does more than analytics

Analytics is a core part of our platform, but it's just one component in a set of important tools for product teams. PostHog enables you to collect feedback with surveys, understand user behavior with session replays, test changes with A/B tests, and deploy changes with feature flags.

2. PostHog is built for engineers

We support all popular (and some unpopular) SDKs, have extensively documented APIs, and a powerful SQL query builder, so you can analyze data how you want. We make it easy to test in production, conduct phased rollouts, run beta programs, and so much more.

3. PostHog is open source and transparent

PostHog is built with transparency at its core. We work in the open and give full access to our source code, and enable you to build integrations and other services on top of the product. You can even give feedback on our public roadmap.

Comparing PostHog and Google Analytics

PostHog offers a wider selection of features than GA4, which focuses solely on analytics. This makes PostHog better suited for teams who are building products.

PostHogGoogle Analytics


Track events and conversion, analyze user behavior

Session replay

Watch real users use your product, diagnose bugs

Feature flags

Roll out features safely, toggle features for cohorts or individuals


Run tests on new features, optimize conversion funnels


Collect and analyze feedback, run NPS and PMF surveys

Customer data platform

Sync data with third-party tools


Data warehouse

A single source for all your important data



Visualize where users click in your app or website


Ad-hoc analysis and collaboration

Open source

Build your own apps and contribute code

Dark mode

Choose between light and dark UI


Both GA4 and PostHog offer analytics, but what they offer is drastically different:

  • Google Analytics makes it easier to calculate monetization and ROI on Google Ads and other marketing campaigns.

  • PostHog focuses makes it easier to understand how people use web and mobile apps. The biggest difference is group analytics, which enable you to track metrics at an account or company level – a feature which GA4 lacks. This makes PostHog especially useful for building B2B SaaS products.

PostHogGoogle Analytics

Group analytics

Track metrics at account or company level

Traffic breakdown

Gain insights into where your visitors and conversions are coming from

User profiles

View user demographic data such as country, language, and device type

UTM tracking

Track marketing campaigns with UTM tags


Visualize conversion rates and drop-offs

User paths

Track user flows and where they drop-off


Analyze user and revenue retention

Monetization analytics

Track purchase value, LTV, and other revenue metrics

Advertising analytics

Track ROI on Google Ads and other marketing campaigns

Real-time reporting

Monitor activity on your site or app as it happens.

Predictive insights

AI-powered alerts when metrics change

PostHog also offers the following features to help you understand how people are using your product:

PostHogGoogle Analytics

Correlation analysis

Automatically highlight factors affecting funnel conversion rates

Lifecycle insights

Break down events from new, returning, resurrecting, and dormant users

Stickiness insights

See how many times users perform an event in a period of time


Use custom formulas to create unique insights

SQL access

Write your own queries in SQL


View insights on your live website or app with an overlay


Because PostHog is built to be your single source of truth for viewing data, it's very simple to import data from other sources.

In contrast, it's hard to import data into GA4 because:

  1. The data type and format you're allowed to import into GA4 is restrictive.
  2. You either need to constantly upload CSV files manually, or set up an SFTP server to automatically do this for you.

However, Google Analytics is well integrated into the Google ecosystem, making it easy to transfer data between it and other Google products.

Below is a comparison of some of the most popular apps. For a full list of PostHog’s available integrations, check our app directory.

PostHogGoogle Analytics


Trigger Zaps with events


Sync event and person data


Sync event and person data


Extract and load data to external platforms

Sync data between platforms


Ingest Sentry errors for analysis

Google Ads

Track Google ad ROI

Google Search Console

Seamlessly import data from your search console

Google BigQuery

Automatically export data to BigQuery

Google Looker Studio

Visualize events in Looker dashboards

One unique advantage of PostHog is that, because it is open source, it’s easy to create your own apps and integrations. This is useful if you’re, for example, using niche software in your stack that hasn’t been widely adopted, or if you require a direct integration between PostHog and your product.

Security and compliance

PostHog makes GDPR compliance easy by letting you choose where your data is hosted: EU or US. PostHog also offers cookie-less tracking, and a variety of security options to keep your data secure. Google also offers various privacy controls, but you can't choose where your data is stored.

PostHogGoogle Analytics

EU hosting available


Data anonymization

Cookie-less tracking option

Security certification

SOC 2ISO 27001

Role-based access control

Feature flags only

SAML/SSO available

2FA available

Frequently asked questions

Does PostHog have reports, dimensions, and other GA4 features?

Yes, PostHog has much of the same functionality as Google Analytics, but much of it is named differently. Here’s a quick comparison of the two:

GA namePostHog equivalent
ReportInsightQuery and filter analytics data and visualize results. Types include trends, funnels, retention, and more.
DimensionsPropertiesAdditional details added to events, persons, and groups such as location, browser, and status.
ViewDashboardA collection of insights displayed together.
AudiencePersonsRepresents a user or set of users who create events, potentially filtered by properties or behaviors.
SegmentFilterA way to create a subset of your data.
Goals and conversionsActionsAn event or collection of events representing a target behavior.
Client IDDistinct IDA unique identifier for a user.
Measurement IDProject API keyThe unique identifier for your project, used to send data to your PostHog instance.

Familiar with Google Analytics and want more information on how to use PostHog? We've written a guide to PostHog for Google Analytics users.

How much do PostHog and Google Analytics cost?

GA4 has a free tier which should be sufficient for most startups and scale-ups. Larger enterprises with higher data collection and export requirements will need to upgrade to GA360, which starts at $50,000 per year.

A good rule of thumb is that if you're exporting more than 1 million events per day, or querying data with more than 10 million events, you'll need to upgrade to GA360 (see a full breakdown on their website).

PostHog has transparent pricing based on the usage. It’s free to get started and completely free for the first 1 million analytics events. After this free monthly allowance, you'll pay $0.00031/event, and PostHog charges progressively less the more you use. We recommend trying our pricing calculator and reading our guide for estimating your usage.

Does PostHog offer a free trial?

With PostHog, you don’t need a free trial — it’s free to get started, with a generous monthly allowance of events, replays, and feature flag requests. If you’re within this allowance, PostHog is free to use forever.

Does PostHog block bots by default?

Yes. See the full blocklist in our docs.

What about ad blockers?

We recommend all users deploy a reverse proxy, which enables you send events to PostHog Cloud using your own domain. Events sent from your own domain and are less likely to be intercepted by tracking blockers, ensuring you capture the best data possible. We have reverse proxy setup guides for AWS Cloudfront, Caddy, Cloudflare, Netlify, Vercel, and more, in our docs.

Are there discounts for nonprofits and startups?

Yes, PostHog offers both. Nonprofit organizations can contact our team and are usually eligible for a 50% discount, while startups can sign up for $50,000 of free credit (and a host of other perks) in the PostHog for Startups program.

Ready to find out more?