Head-to-head
Google Analytics vs illumin
Two leading analytics tools, compared on pricing, features, and editorial fit. Updated for 2026.
illumin
Demand side platform with planning, insights, and incrementality measurement
Custom pricing
Visit illuminAt a glance
| Google Analytics | illumin | |
|---|---|---|
| Tagline | Free web analytics from Google. | Demand side platform with planning, insights, and incrementality measurement |
| Pricing model | Free | Enterprise |
| Starts at | Free | Custom |
| Founded | 2005 | — |
| AI-native | ||
| Categories | Analytics | Programmatic & Ad Tech, Paid Ads, Analytics |
| Vendor claimed |
Quick take
Pick Google Analytics if you need free web analytics from google. Pick illumin if you need demand side platform with planning, insights, and incrementality measurement.
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Frequently asked
- Is Google Analytics better than illumin?
- It depends on your use case. Google Analytics is free web analytics from google, while illumin is demand side platform with planning, insights, and incrementality measurement. See the comparison above for which fits your team.
- What's the price difference between Google Analytics and illumin?
- Google Analytics is free. illumin uses custom pricing.
- Can I migrate from Google Analytics to illumin?
- Most tools in this category support data import via CSV. For complex migrations, both vendors offer onboarding assistance on higher-tier plans.