Google Analytics 4 vs Microsoft Clarity
Updated June 2026 · A structured head-to-head comparison.
The standard for web analytics.
Free heatmaps and session recordings.
The verdict
Both Google Analytics 4 and Microsoft Clarity are credible web analytics tools, and the right pick comes down to your priorities.
Google Analytics 4 — The standard for web analytics.
Microsoft Clarity — Free heatmaps and session recordings.
Google Analytics 4 vs Microsoft Clarity: side by side
| Dimension | Google Analytics 4 | Microsoft Clarity |
|---|---|---|
| Starting price | Free | Free |
| Free plan | Yes | Yes |
| Pricing model | Freemium | Free |
| Best for | Everyone, Marketers | Smb, Marketers |
| Platforms | Web, Api | Web |
| Rating | 4.5/5 | 4.6/5 |
Google Analytics 4 key facts
- Vendor
- Pricing
- Freemium — Free
- Free tier
- Yes
- Platforms
- Web, Api
- Best for
- Everyone, Marketers
- Editor rating
- 4.5 / 5
- Founded
- 2005
- Headquarters
- Mountain View, CA, USA
Microsoft Clarity key facts
- Vendor
- Microsoft
- Pricing
- Free — Free
- Free tier
- Yes
- Platforms
- Web
- Best for
- Smb, Marketers
- Editor rating
- 4.6 / 5
- Founded
- 2020
- Headquarters
- Redmond, WA, USA
Frequently asked questions
Is Google Analytics 4 better than Microsoft Clarity?
Neither is universally better — Microsoft Clarity edges ahead on overall rating, but the best choice depends on price, platforms, and your use case. See the side-by-side table above.
Is Google Analytics 4 or Microsoft Clarity cheaper?
Google Analytics 4 is the more affordable of the two to get started, at free. Google Analytics 4 starts at free; Microsoft Clarity starts at free.
Can Google Analytics 4 replace Microsoft Clarity?
Yes for most teams — both are web analytics tools with heavily overlapping features. The main trade-offs are pricing and platform support, covered in the comparison above.