These limits apply on a per-property basis. You can increase certain limits (but not event/parameter character limits) by upgrading your property to Google Analytics 360. For configuration limits, see this article instead.
Google Analytics doesn't log events, event parameters, and user properties that exceed the following limits. For example, Analytics doesn't process the 26th user property nor does it process an event name with more than 40 characters.
For detailed information about the error events that Analytics logs when you exceed the following collection limits, see Analytics Error Codes.
|Logged item||Limit (For 360 limits, go here)||Can I archive items if I'm close to the limit?|
|Distinctly named events||
500 per app user per day (for app data streams)
For example, you might see 700 distinctly named events if users on different app instances trigger different events.
There is no limit on the number of distinctly named events for web data streams.
Automatically collected events and enhanced measurement events don't count toward the limits.
|Length of event name||40 characters. If an event exceeds 40 characters, the event will not be reported as a conversion (if you mark the event as a conversion) because the appended "_c" will be missing.||N/A|
|Event parameters per event||25 event parameters||Yes|
|Item-scoped parameters per event||In addition to the prescribed item-scoped parameters for each recommended ecommerce event, you can include up to 27 item-level custom parameters in an ecommerce event.||Yes|
|Length of event-parameter name||40 characters||N/A|
|Length of event-parameter value||
The value assigned to event parameters must be 100 characters or fewer. However, the page_title parameter must be 300 characters or fewer. The page_referrer and page_location parameters must be 420 characters or fewer.
|User properties||25 per property||No|
|Length of user-property names||24 characters||N/A|
|Length of user-property values||36 characters||N/A|
|Length of User-ID values||256 characters||N/A|
|Length of page location||420 characters||N/A|
|Events per User per day (for app data streams)||500||N/A|
The character limits are the same for single-width character languages (e.g., English) and double-width character languages (e.g., Japanese).