Downgrading from 360 to standard

The effect of downgrading the service level from 360 to standard varies by product and product feature. This article explains the process of downgrading, and outlines the downgrading effects on each Google Marketing Platform product.

In this article:

SLAs and services

Service Level Agreements (SLAs) apply to 360-enabled objects that are linked to your organization, and for which you have signed a contract.

360 Services are provided only for 360-enabled objects that are linked to your organization.

Initiating the downgrade process

To initiate the downgrade of a 360-enabled object:

  • Sales Partner clients: contact your Sales Partner, who will contact Google support
  • Google direct clients: contact your Account Manager or Google support

If the downgrade process requires you to meet new lower limits for objects like Analytics views or Custom Dimensions, then you work with your representative and Google support to choose which of those objects to stop using. The historical data associated with objects you stop using remains available, but there is no new data associated with those objects after the downgrade.

Custom dimensions

When you downgrade from 360, you can keep only the first 20 custom dimensions based on their positional index (1-20). It is currently not possible to choose which ones to keep. Historical data for all custom dimensions is retained, but new data will be collected for only the remaining 20 dimensions.

If you have custom dimensions in index ranges 21 to 200, you will need to back them up and store them outside of Google Analytics after the downgrade. One solution is to use BigQuery Export to extract them from Analytics and store them in a table.

The effects of downgrading each product

Google Analytics 4

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

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.

Universal Analytics

In Analytics, the 360 service level is applied to properties. The effects of downgrading vary by feature.

Quota-related features

When quotas differ between 360 and standard, data is no longer collected for some features after the downgrade.

Feature

Historical data deleted Future data collected Reduction in limits

Custom Variables

(Classic properties)

No No 50 to 5

Custom Dimensions and Metrics

(Universal properties)

No No

200 to 20

(per property)

Calculated Metrics No Yes

50 to 5

(per view)

Data Import No Yes To standard limits
Reporting views No No Current limit to 25

After a downgrade, you cannot create additional objects or import additional data until you are under the standard limits.

Data processing

Feature Change
Collection limits Reduction to standard limits
Latency Increase to standard durations
Sampling in reports Reversion to standard behavior
Hits per session

Reversion to standard behavior

No historical data deleted

 

Disabled features

Feature Historical data deleted Report data still available Data processing discontinued
       
Roll-Up Reporting No Yes

Yes

Source properties are disconnected

Custom Tables No Yes Yes
Unsampled Reports

Yes

Reports and schedules are deleted. Reports exported to Drive or Cloud Storage are not deleted.

Yes Yes

Multi-Channel Funnels 360 features:

  • Data-Driven Attribution
  • ROI Analysis
  • Model Explorer
No Yes

Not at this time

Data processing for integrations with advertising products is not guaranteed, and may be discontinued without notice

Campaign Manager 360 Integration No Yes

Not at this time

Data processing for advertising integrations is not guaranteed, and may be discontinued without notice

Google Ad Manager Integration No Yes

Not at this time

Data processing for advertising integrations is not guaranteed, and may be discontinued without notice

Display & Video 360 Integration

Reporting and Remarketing

No Yes

Not at this time

Data processing for advertising integrations is not guaranteed, and may be discontinued without notice

Search Ads 360 data in Analytics No Yes

Not at this time

Data processing for advertising integrations is not guaranteed, and may be discontinued without notice

Custom Funnels No Yes Yes
BigQuery Export No N/A Yes

 

Tag Manager

Workspaces

Standard customers have a limit of 3 workspaces. 360 customers have no limit. Upon downgrading, if you have 3 or more workspaces, you cannot create new ones. If you have 4 or more workspaces, then you work with Google Support to choose which ones to remove so you can meet the Standard quota of 3.

Optimize

Note: This section describes the effects of downgrading from an Optimize 360 account to a free Optimize account for Universal Analytics properties. When you link to a Google Analytics 4 property, you need to downgrade from Analytics 360 in order to downgrade your Optimize account.

Optimize 360 service exists at the container level, and is wholly defined by whether a container is linked to an Optimize 360-enabled Analytics property in the same organization. Because of this, there are 3 ways to downgrade Optimize from 360 to Standard.

Downgrading an Optimize 360-enabled Analytics property

An Optimize 360-enabled Analytics property can be downgraded in the following ways:

  • A Billing Admin toggles off the Optimize 360-enabled Analytics property state in Marketing Platform Home
  • A Google representative removes the Optimize 360-enabled Analytics property

When an Optimize 360-enabled Analytics property is downgraded:

  • In-progress experiments continue to run until their expiration dates
  • The population of audiences can stop when the downgrade occurs
  • 360 features are disabled in the linked containers

Unlinking accounts

If an Optimize account is unlinked from an organization, all 360 service status is cleared from the account’s containers. Any 360-level in-flight experiments continue to run until expiration as long as the container is still linked to an Analytics property.

Unlinking a container from an Analytics Property

When you unlink an Optimize container from any property, including an Optimize 360-enabled one, all in-flight experiments immediately cease.

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