Google Analytics is a freemium service, which means there are no monthly charges for using the platform. But, under the freemium service, there is only limited availability of data, which makes it unsuitable for big organisations, those who require in-depth analysis of the website traffic. The paid version of Google Analytics is called Google Analytics 360 and allows access to higher quality data with 99.9% accuracy, improved custom data collection and advanced analytics. Under the paid versions, you can also consider using the alternatives of Google Analytics.