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


[GA4] Configuration limits

These limits apply on a per-property basis. If you need higher limits, you can upgrade your property to Google Analytics 360. For event collection limits, see this article instead.

Configuration limits

Google Analytics doesn't allow you to configure an item once the limit for that item is reached. For example, you can't create another audience once you create 100 of them.

When your property collects more data than the sampling limit for explorations, Analytics uses a sample of the available data in your explorations. Learn more

Configured item Limit per property (For 360 limits, go here) Can I archive items if I'm close to the limit?
Audiences 100 Yes
Conversions 30 Yes
Custom insights 50 Yes
User-scoped custom dimensions 25 Yes
Event-scoped custom dimensions 50 Yes
Event-scoped custom metrics 50 Yes
Registered custom conversion events 30 Yes
Data retention Up to 14 months N/A

200 created per user

500 shared

Explore sampling limits 10M events per query N/A
Ads links 400 Yes. You can also consider using a Google Ads manager account and linking to that account instead of linking to individual client accounts.
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