Google Analytics 360 (Google Analytics 4 contract)

For downgrading Google Analytics 4 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 and Tag Manager. Additionally, we will pause ads on Google properties and networks globally for advertisers based in Russia.

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 properties	25 per event	25 per event
User-scoped custom dimensions	25 per property	100 per property
Conversions	30	50
Audiences	100	400
Explorations	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	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 no 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)
Calculated metrics	5 calculated metrics per standard property	50 calculated metrics per 360 property

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.

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 , 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.