Still Unsure Whether to Choose Google Analytics 4 or Google Analytics 360? Check This!

Still Unsure Whether to Choose Google Analytics 4 or Google Analytics 360? Check This!
February 26, 2024 Ananta Abigail

Are you grappling with the decision between Google Analytics 4 (GA4) and Google Analytics 360 (GA360) for your business analytics needs?

The choice can be daunting, considering the myriad of features and differences between the two platforms. To help you choose the suitable one, let’s delve into the details here to help you make an informed decision.

What is Google Analytics 4?

Google Analytics 4 or GA4 is the groundbreaking iteration of Google’s analytics platform that represents a significant leap in data collection and analysis for web and app tracking.

It introduces an event-based data model, offering more nuanced insights into user behavior compared to its predecessor, Universal Analytics, which has been replaced with GA4 since the end of June 2023.

In short, this platform emphasizes privacy controls and predictive capabilities, revolutionizing the way businesses interpret and utilize their data.

What is Google Analytics 360?

On the other hand, GA360 stands as the enterprise version of Google Analytics, tailored to meet the advanced analytics needs of large businesses.

This platform offers enhanced features and higher usage limits compared to GA4, making it ideal for organizations requiring comprehensive data analysis across multiple platforms and devices.

General Differences between GA4 and GA360

While both GA4 and GA360 share fundamental functionalities, understanding the distinction between these two platforms is crucial for businesses aiming to leverage data effectively for insights and decision-making. Here are the general differences:


First of all, Google Analytics 4 is free to use, making it accessible to businesses of all sizes. In contrast, Google Analytics 360 requires a significant investment starting at $50,000 per year.

This higher cost reflects the advanced features and support provided by GA360, making it suitable for large enterprises with complex analytics requirements.

Data Sampling

While GA4 imposes sampling limits of 10 million events per query for ad-hoc analysis, GA360 elevates this threshold to 1 billion events per query.

Moreover, GA360 offers the option to export unsampled data to BigQuery, facilitating comprehensive analysis without data loss or distortion.

Feature Limits

GA360 surpasses GA4 in feature limits, offering greater flexibility and depth in analytics.

For instance, GA360 allows up to 400 audiences per property compared to GA4’s limit of 100. Similarly, GA360 supports 50 conversions per property, enabling granular tracking of diverse user interactions, whereas GA4 caps conversions at 30.

Data Freshness

GA360 boasts data freshness SLAs of 1 hour for intraday reporting, ensuring businesses have access to near-real-time analytics.

In contrast, Google Analytics 4 offers less frequent updates, with intraday reporting guarantees ranging from 4 to 8 hours.


Next, Google Analytics 360 integrates seamlessly with other enterprise-level tools, expanding its functionality and interoperability.

These integrations include Google Marketing Platform products like Display & Video 360 and Search Ads 360, enhancing campaign management and measurement capabilities. Such comprehensive integrations are absent in the GA4 standard version.


Enterprise-level governance features also distinguish GA360 from GA4, addressing the complex data management needs of large organizations.

GA360 introduces roll-up properties and sub-properties, enabling centralized data aggregation and decentralized access control.

These governance mechanisms ensure data integrity and compliance with regulatory requirements.

Report Customization

GA360 offers enhanced report customization options compared to GA4, empowering users to tailor analytics views to specific business needs.

With Google Analytics 360, organizations can create branded reports, customize analytics views for different user segments, and implement advanced reporting features

 Such customization capabilities enhance data visualization and interpretation for diverse stakeholders.

Enterprise Support and SLAs

The last general difference is from the aspect of support and SLAs. Superior support and service level agreements (SLAs) characterize GA360, providing businesses with dedicated assistance and guaranteed reliability.

One of the benefits is that GA360 customers can access a team of support specialists via chat or email, ensuring prompt resolution of technical issues.

Additionally, GA360 SLAs cover data collection, processing, reporting, attribution, and BigQuery export, enhancing data accuracy and availability.

Key Differentiating Metrics between GA4 and GA360

While both versions offer powerful insights into user behavior and website performance, there are key differentiating metrics that set Google Analytics 4 and Google Analytics 360 apart. Here are the details:

Feature and Usage Differences between GA4 and GA360

As explained before, GA4 serves as the standard version, available for free, catering to small to medium-sized businesses with essential analytics requirements.

In contrast, GA360, the enterprise edition, targets larger businesses seeking advanced analytics capabilities and higher usage limits.

Let’s explore the detailed data feature and usage limits differences below:

Data Limits

GA360 provides substantially higher data limits compared to GA4, making it ideal for businesses generating extensive amounts of data.

For instance, while GA4 allows native data export to BigQuery up to 1 million events per day, GA360 extends this limit to 20 billion events per day, enabling more comprehensive data analysis.

Moreover, GA360 offers increased flexibility in data collection with higher limits for custom dimensions, metrics, and user properties.

Data Retention

Another crucial difference is in data retention periods. GA360 allows data retention for up to 50 months, while GA4 caps it at 2 and 24 months.

This extended retention period in GA360 facilitates long-term trend analysis and historical data comparison, particularly beneficial for businesses with seasonal or cyclical sales cycles.

Examples of GA4 Usage

Google Analytics 4 is suitable for small to medium-sized businesses and those with relatively simple online presence.

For instance, an e-commerce startup tracking website traffic, user engagement, and conversion rates can benefit from GA4’s intuitive interface and basic analytics features.

Similarly, a blog or content-based website looking to understand user interactions and content performance can leverage GA4 to gain valuable insights into audience behavior.

Examples of GA360 Usage

In contrast, Google Analytics 360 caters to larger enterprises with complex analytics needs and high data volumes.

For example, an established e-commerce retailer with multiple websites and extensive digital marketing campaigns requires the advanced capabilities of GA360.

It can be used to track user journeys across platforms, analyze customer segments, and optimize marketing strategies effectively.

Similarly, a multinational corporation operating in various industries can rely on GA360 to gain comprehensive insights into customer behavior, drive data-driven decision-making, and achieve business objectives.

Read More: Watch Your Content, These Google Algorithms Have Been Retired!

How to Choose the Most Suitable Analytics Tools?

Choosing the most suitable tools is paramount to understanding and optimizing your online presence. Here are some helpful guides:

Factors to Consider

When deciding between GA4 and GA360, businesses should consider factors such as the size of their operations, budget constraints, and specific analytics needs.

Smaller enterprises may find the free version of Google Analytics 4 sufficient, while larger corporations may require the advanced features and capabilities offered by Google Analytics 360 as the paid version.

Metrics to Be Utilized

To make an informed choice between Google Analytics and Google Analytics 360, it’s crucial to consider several key metrics, such as:

  • Data Volume and Sampling Limits

Assess the scale of your business’s online presence and the amount of data it generates.

  • Integration Needs

Evaluate your business’s integration requirements with other Google products and third-party platforms.

  • Customization and Governance

Consider the level of customization and governance your business demands. For example, GA360 offers features like roll-up properties, sub-properties, and granular user controls.

  • Data Retention and Real-time Reporting

Delve into the requirements for data retention and real-time reporting. For instance, GA360 offers extended data retention periods of up to 50 months and guarantees intraday reporting with data freshness SLAs.

  • Support and SLAs

Last point, evaluate the level of support and service level agreements (SLAs) your business requires.

By carefully examining these metrics, businesses can navigate the complexities of choosing between Google Analytics 4 and Google Analytics 360. Still undecided? Seek assistance from our Digital Marketing Service at now!


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