Google Analytics 4 is free for the vast majority of websites and businesses. You get unlimited properties, full event tracking, cross-platform measurement, and access to Google's machine learning features without paying a cent. There's no hidden pricing tier that kicks in at certain traffic levels like some analytics platforms use. For most Canadian SMBs and even mid-market companies, the free version handles millions of events per month without issue. The paid tier is GA4 360, aimed at enterprise organizations with complex tracking needs, high data volumes, or requirements like SLA guarantees, unsampled reports, and dedicated support. Pricing starts around $50,000 USD per year but scales based on monthly hit volume. Organizations processing billions of events annually or needing advanced BigQuery exports with higher limits often pay $150,000+ annually. Google doesn't publish a fixed rate card because they negotiate based on data scale and contract terms. Most businesses never need 360. The free GA4 version has a 10-million-event monthly limit per property before sampling kicks in for exploration reports, but standard reports remain unsampled. That threshold covers the majority of websites. If you're running a large ecommerce operation or a network of high-traffic sites, you might hit sampling in custom reports, but even then, the core data stays intact. At Ottawa SEO, we run GA4 free across our 500+ domain portfolio without hitting practical limits for decision-making. The jump to 360 only makes sense when you need guaranteed data freshness, advanced attribution models with no sampling, or you're integrating GA4 into enterprise marketing stacks where contractual SLAs matter. For everyone else, the free version delivers more capability than Universal Analytics ever did at any price point.