This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] Google Analytics 360 (Google Analytics 4 Properties)

For downgrading Universal Analytics properties, and other 360 products generally, to standard, refer to Downgrading from 360 to standard.

For downgrading Google Analytics 4 properties to standard, refer to the Upgrading/downgrading to/from 360 section of this article.

Given the recent suspension of Google advertising systems in Russia, we’ll be pausing the creation of new Russian 360 accounts on Analytics, Optimize, and Tag Manager. Additionally, we will pause ads on Google properties and networks globally for advertisers based in Russia.

If you have signed a 360 contract for Google Analytics 4 properties, you can upgrade your Google Analytics 4 properties to 360. Those 360 properties are covered by the Google Marketing Platform - GA 360 Service Level Agreements. You can continue to access your existing Universal Analytics properties but you will be unable to upgrade those properties to Google Analytics 360.

360 feature limits

Google Analytics 360 provides higher limits for Google Analytics 4 property data collection, reporting, retention, and export to BigQuery.


Feature Google Analytics 4 properties (standard) Google Analytics 4 properties under Analytics 360

Event parameters

25 per event

50 event-scoped custom dimensions per property

50 event-scoped custom metrics per property

100 per event

125 event-scoped custom dimensions per property

125 event-scoped custom metrics per property

User-scoped custom dimensions

25 per property

100 per property

Conversions 30 50
Audiences 100 400

200 created per user per property

500 shared per property

200 created per user per property

1000 shared per property

Explore sampling limits 10M events per query 1B events per query
Unsampled explorations Not available Unsampled results up to 50B events per day per property

API quotas

Most requests consume fewer than 10 tokens.


25,000 tokens per day


250,000 tokens per day

Data retention

Up to 14 months

Options: 2, 14 months

Large and XL properties are limited to 2 months

Up to 50 months

Options: 2, 14, 26, 38, and 50 months

XL properties: 2 months

BigQuery Export

Daily export: 1 M events

Streaming export: unlimited

Daily export: Billions of events

Streaming export: unlimited

Events per User per day (for app data streams) 500 2000

Distinctly named events

There is not limit on the number of distinctly named events for web data streams.

500 per app instance

(for app data streams)

2000 per app instance

(for app data streams)


Upgrading/downgrading to/from 360

The self-service upgrade/downgrade option is only available to Analytics properties that are linked to a Google Marketing Platform organization that has an active 360 order (learn more about orders). If you purchased Analytics through a Google Sales Partner, then the partner has to perform the service-level upgrade/downgrade.

Users who are either Org admins or Billing admins for the organization to which the Analytics account is linked can upgrade Google Analytics 4 properties to or downgrade them from the 360 service level.

To downgrade a source property from 360, you first need to move all of its subproperties to the trash or disconnect it from the roll-up property for which it is a source.

You can't downgrade a roll-up property.

Sales Partners can set the service levels of properties for their clients. Sales Partner clients and Direct clients can set the service levels of their own properties. To set the service level of a property:

  1. Sign in to Google Marketing Platform.
  2. Click Administration > Organizations.
  3. Click the relevant organization.
  4. Sales Partner: Click Clients, then click a client name. Under Linked accounts, select Analytics, then the specific account.
    Client: Under Linked accounts, select Analytics, then the specific account.
  5. Select the check box for the Google Analytics 4 property you want to upgrade/downgrade.
  6. Click More, then click Upgrade selected properties or Downgrade selected properties.

When you upgrade a property the service level changes to 360; when you downgrade a property, the service level changes to standard. If you have the necessary permissions to change the service level for a property but the interface controls to upgrade/downgrade are not available, then there is no order for the account, the order end date has passed, or the order start date is set to a future date.

Effects of upgrading

When you upgrade a Google Analytics 4 property to 360, the property immediately benefits from the increased limits described above. In certain cases, the upgrade may take up to four hours to apply.

Upgrading a Google Analytics 4 property to 360 will not impact billing for your Analytics account until the account has moved onto an Analytics 360 contract for Google Analytics 4 properties. In addition, SLAs will not be available to upgraded properties until the account has moved onto an Analytics 360 contract for Google Analytics 4 properties.

Effects of downgrading

When you downgrade a Google Analytics 4 property from 360 to standard, that property is immediately subject to the standard limits described above.

If the property currently exceeds those limits because of the previous upgrade to 360, then you have to bring the property within the standard limits before you can create objects or change settings that would cause the property to exceed the standard limits. For example, if you marked more than 30 events as conversions while the property was 360 and want to mark a new event as a conversion, you have to unmark events until you're below the limit of 30.

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