Google Marketing Platform Cost and is it Worth it?

Last Updated: July 4, 2022

Google Marketing Platform is a set of online tools through which you can access and manage all the analytics and advertising products from Google.

Google Marketing Platform

The analytics and advertising products could be free or paid.

The free products from Google are meant for small businesses. Whereas, paid products from Google are meant for enterprises.

Following are examples of FREE analytics products from Google:

  1. Google Analytics
  2. Google Tag Manager 
  3. Google Optimize
  4. Google Data Studio

Following are examples of paid analytics products from Google:

  1. Analytics 360
  2. Tag Manager 360
  3. Optimize 360
  4. Google Surveys
  5. Surveys 360

Following are examples of FREE advertising products from Google:

  1. Google Ads

Following are examples of paid advertising products from Google:

  1. Campaign Manager 360 (CM360
  2. Display & Video 360 (DV360)
  3. Search Ads 360 (SA360)

To learn more about these free and paid analytics and and advertising products from Google, check out this article: Introduction To Google Marketing Platform

Though you can use the Google Marketing Platform for integrating and managing free analytics and advertising products from Google, the platform is designed specifically for marketers who operate at the enterprise level and who use 360 products.

Google has not publicly released the pricing of the Google Marketing Platform for enterprise clients.

Google Marketing Platform pricing depends upon the following factors:

  1. The region/country where your company is based.
  2. Expected monthly hit volume.
  3. How you are planning to purchase Google Marketing Platform. Is it directly via Google or via a Google Marketing Platform sales partner?
  4. Are you planning to use the entire suite (Analytics 360, Tag Manager 360, Optimize 360, Surveys 360, Campaign Manager 360,  Display & Video 360,  Search Ads 360) or just individual 360 products?

Note: Extensive querying of Google Analytics data in BigQuery could also result in an additional cost.

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

Google does not sell Google Marketing Platform solutions 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. 

That way you can get more support, training and overall better customer support.

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

Is Google Marketing Platform worth it?

If your annual online sale 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.

In my experience, it is hard to justify a $12,500 per month spend on an analytics tool if the online sale is less than $1 million per year.

Related Articles:

  1. Difference Between Google Analytics And Google Analytics 360
  2. GA4 vs GA4 360 – Pricing, Limits, Billing and more

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 an open marketplace, it provides endless customization of its platform.

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

Frequently Asked Questions About Google Marketing Platform Cost and is it Worth it?

What is the Google Marketing Platform?

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. It includes Google Analytics 360, Google Attribution, Google Tag Manager 360, Google Optimize 360, Google Surveys 360, Display & Video 360, Search Ads 360, Data Studio 

What is the Google Marketing Platform cost?

Google has not publicly released the pricing of the Google Marketing Platform. 

The Google Marketing Platform pricing depends upon the region/country where your company is based, expected monthly hit volume, how you are planning to purchase the Google Marketing Platform and whether you planning to use the entire suite or just an individual 360 product.

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

How do you purchase Google Marketing Platform?

Google does not sell Google Marketing Platform solutions 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.

Is Google Marketing Platform worth the money?

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

If your yearly 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.

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