Google Analytics 4 (GA4)N/A — free tier is the standard product
HeapFree tier available
Company Size Fit
Google Analytics 4 (GA4)Solo / Freelancer, Small Team (2–20), Mid-Market (20–200), Enterprise (200+)
HeapSmall Team (2–20), Mid-Market (20–200), Enterprise (200+)
Business Type Fit
Google Analytics 4 (GA4)B2B, B2C, D2C / E-commerce, Agency
HeapB2B, B2C, D2C / E-commerce
Best For
Google Analytics 4 (GA4)Every website/marketer — foundational, not optional
HeapMarketing teams who want to track every button click without needing developers to write custom tracking code
Pros
Google Analytics 4 (GA4)
Free, universal, deep Google Ads integration
Heap
The "auto-capture" feature is magical — it tracks every click/form submission automatically, meaning if you realize 6 months later you want to track a specific button, the data is already there retroactively
less reliant on developers
Cons
Google Analytics 4 (GA4)
Steep learning curve after the Universal Analytics → GA4 transition
event-based model is less intuitive than the old session-based model for many marketers
Heap
Auto-capture can lead to a messy, cluttered data environment if not governed strictly
