Cost Of Google Marketing Platform And Is It Worth It?

Google Marketing Platform provides a set of tools that are designed specifically for marketers who operate at the enterprise level and who want to integrate analytics and advertising data.

The Google Marketing Platform comprises of:

#1 Google Analytics 360 (paid version of Google Analytics. It comes with enhanced features).

#2 Google Attribution (provides advanced attribution modelling capabilities)

#3 Google Tag Manager 360 (paid version of Google Tag Manager)

#4 Google Optimize 360 (paid version of Google Optimize used to run tests on websites).

#5 Google Surveys 360 (paid version of Google surveys used to create online surveys).

#6 Display & Video 360 (it is the consolidation of ‘DoubleClick Bid Manager’, ‘Campaign Manager’, ‘Studio’, and ‘Audience Center’. This tool is used for: planning campaigns, designing and managing creative, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns.)

#7 Search Ads 360 (tool used to manage search marketing campaigns on large scale and/or across multiple search engines and media channels).

#8 Data Studio (dashboarding and data visualization tool).

Google has not publicly released the pricing of Google Marketing Platform. The Google Marketing Platform pricing depends upon:

  • The region/country where your company is based.
  • Expected monthly hit volume (no additional charges for up to 500 million hits per month).
  • How you are planning to purchase the Google Marketing Platform? Is it directly via Google or via Google Marketing platform sales partner?
  • Are you planning to use the entire suite or just an individual 360 product?

Note: Extensive querying of GA data in BigQuery could also result in additional cost.

Get the E-book (52 Pages)

Get the E-Book (37 Pages)


Related Article: Difference Between Google Analytics And Google Analytics 360

In the US, Google Marketing Platform should cost you at least $150,000 per year. You will be invoiced monthly for $12,500

Google does not sell Google Marketing Platform solution directly in some countries. In that case, you may need to find and contact a Google Marketing platform sales partner.

Even when you can buy Google Marketing Platform directly from Google, you should consider purchasing it from a Google Marketing platform sales partner. As then you can get more support, training and overall better customer support.

You can either purchase the entire suite of tools for a monthly fee of at least $12,500 per month or you can purchase a subscription for individual 360 products (like Google Optimize 360).

Is Google Marketing Platform Worth it?

If your monthly online sales is at least US $1 million and/or your website gets more than 10 million hits/month (> 1 million visitors a month) then you should definitely invest in Google Marketing Platform.

From my experience, it is hard to justify $12,500 per month spend on an analytics tool if online sales are less than $1 million per month.

If your website gets more than 10 million pageviews or hits each month but you can not afford to use Google Analytics 360 (aka GA premium) then you should lower the data sample rate to stay within the GA processing limits for a standard property.

That’s how you can avoid violating Google Analytics TOS (terms of service).

According to Google Analytics TOS, you should not use Google Analytics standard, if your website gets more than 10 million hits per month.

If you violate the Google Analytics TOS then Google Analytics may stop tracking your website data, any day, any time.

Best Alternative to Google Analytics 360

If GA 360 is beyond your budget then consider using a tool called ‘Matomo’.

Following are the key benefits of using Matomo over GA 360:

#1 Matamo is free to use. GA 360 can cost you $12,500 per month.

#2 Matomo has no data storage and collection limit (provided you are hosting Matomo instance on your own web server or hard disk).

#3 There is no limit on the number of goals, transactions, and pageviews you can track.

#4 No limit on the number of websites you can track.

#5 No limit on the number of user accounts, scheduled reports and the amount of data you can export.

#6 Because Matomo has got plugin architecture and open marketplace, it provides endless customization of its platform.

#7 Matomo has got no data sampling issues. You get 100% unsampled data.

Related Article: Difference Between Google Analytics And Google Analytics 360


Do you know the difference between Web Analytics and Google Analytics?

99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Web analytics.

They just copy each other. Monkey see, monkey do.

But Web analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.

Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.

You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.

You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in Web analytics and marketing field.

So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!

1) Why digital analytics is the key to online business success

2) The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

3) Why Google and Facebook ads don’t work for most businesses & how to make them work.

4) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

5) The number 1 reason why conversion optimization is not working for your business.

6) How to advertise on any marketing platform for FREE with an unlimited budget.

7) How to learn and master digital analytics and conversion optimization in record time.


My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!