GA4 is completely free for the standard version, which handles up to 10 million events per month per property. For context, 10 million events covers roughly 250,000–500,000 monthly sessions depending on how you've configured event tracking, which is more than enough for 95% of businesses. We run GA4 across our entire 500+ domain portfolio at Ottawa SEO without hitting paid tier limits on any individual property. The free tier includes all core features: real-time reporting, audience building, conversion tracking, integration with Google Ads and Search Console, predictive metrics, and the full Explorations interface for custom reports. You also get BigQuery export for up to 1 million events per day, which is critical if you want to own your raw data or run advanced SQL analysis. There are no artificial feature restrictions like you see with some freemium analytics tools. Google Analytics 360, the paid enterprise version, starts around $50,000 USD per year (sometimes higher depending on negotiation and data volume). It raises the event limit to 1 billion per month, adds guaranteed SLAs, roll-up reporting across multiple properties, advanced attribution models, and dedicated support. Unless you're processing hundreds of millions of sessions annually or need contractual uptime guarantees, the free version does everything. One watch-out: GA4's event model counts interactions differently than Universal Analytics did. A single page view with scroll tracking, video plays, and form interactions might log 5–8 events. If you instrument everything aggressively, you can approach limits faster than expected. We typically see 15–25 events per session on well-tracked sites. Monitor your usage in the admin panel under property quotas, especially if you're adding custom events or enhanced measurement. For Canadian SMBs and even mid-market companies, GA4 free is the right choice. We've never needed 360 for any client under $20M annual revenue.