# Google Analytics vs Middleware — Fit & Features

Canonical: https://trutool.co/compare/google-analytics-vs-middleware
Author: Yash (https://trutool.co/authors/yash)

Compare Google Analytics and Middleware by use case, features, limitations, and evaluation questions.

## Compare fit, features, and limitations

### Google Analytics
Website and application analytics.
Best fit: Product teams and analysts considering Google Analytics for this job: Website and application analytics.
- Website and application analytics
Before you choose: Test event accuracy, identity handling, consent settings, retention, and query limits in the exact plan you intend to use.
Pricing: https://marketingplatform.google.com/about/analytics
- [Read Google Analytics profile](https://trutool.co/tools/google-analytics): Read Google Analytics profile

### Middleware
Middleware helps engineering teams measure productivity, track key metrics, and streamline software delivery out of the box with a platform that is meant to be adoption friendly from top to bottom of the org.
Best fit: People and teams evaluating analytics & product intelligence for a specific workflow.
- Core product workflow
Before you choose: Test a representative task, inspect outputs, and confirm integrations, permissions, data handling, licensing, and current costs.
Pricing: https://middlewarehq.com/pricing
- [Read Middleware profile](https://trutool.co/tools/middleware): Read Middleware profile