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Google Analytics 4 Limits (Updated)

Google Analytics Limits

Google Analytics is one of the famous and best Web Analytics tool used by millions of websites and apps. Google Analytics helps the website owners or marketing experts to analyze the insights of their websites including the behavior of visitors on their websites and products.

While Google Analytics 4 (GA4) is a powerful tool for website analytics, there are certain limits to remember. Understanding Google Analytics 4 limits is crucial for effective event tracking and data collection.

In this article we’ll cover the Google Analytics Limits in terms of Data collection, GA4 event limits, configuration limits, APIs Quota & Limitations, Accounts, Properties, and other points in the standard version of Google Analytics.

If you want to overcome these limits then you have to move to the Paid Google Analytics version which is called Google Analytics 360.

Here, we are going to discuss Google Analytics Limits & Comparison of Google Analytics and Google Analytics 360 tool in this article.

Google Analytics Limits

1) Google Analytics Account limit and Property Limit

In standard Google Analytics, you can set up 100 accounts and can add 50 properties per account which means you can create 100 accounts and a Google Analytics account contains 50 properties or websites.

100 accounts * 50 Properties = 5000 properties/websites

Note: Each Property have 25 views.

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If you want to increase the limit of accounts, properties, and views then you have to upgrade your Standard Google Analytics to Google Analytics 360.

2) GA4 Event Limits & Custom Dimension Limits

This limitation refers to the restrictions on how much data you can collect and store using GA4 custom event limits and dimensions. Google Analytics event limits keep the platform running efficiently and storage manageable.

Here’s a table summarizing the GA4 Event Limits & Custom Dimension Limits in GA4:

Event and Parameter LimitsFeatureLimitDescription
Custom Event Dimensions50 per propertyThe number of custom attributes you add to events for context (e.g., product category, price). 
Unique Event Names(Web)UnlimitedTotal number of distinct event names collected from your website. 
Unique Event Names (App)500Total number of distinct event names collected from your mobile app. 
Parameters per Event25 maximumThe number of individual data points associated with each event (e.g., product name, quantity). 
Event Name Length 40 charactersThe maximum length of the event is named itself.
Parameter Name Length40 charactersThe maximum length of the name for each event parameter. 
Parameter Value Length100 charactersThe maximum length of the data associated with each parameter. 
User Dimension LimitsCustom User Dimensions25 per propertyThe number of custom attributes you associate with users (e.g., user type, loyalty tier). 
User Dimension Name24 charactersThe maximum length of the name for each user dimension
User Dimension Value36 characters
The maximum length of the data associated with each dimension.
User ID Length256 charactersThe maximum length of the unique identifier for each user.
Other LimitsGA4 Conversion Limit30 custom conversions (free version)The maximum number of custom conversions you can track in the free version of GA4.
GA4 Hit LimitsNot publicly disclosedThere are quotas on the number of hits you can collect, but details are not publicly available.

3) GA4 Configuration Limits

These limitations define the maximum number of elements you can set up within your Google Analytics 4 property. They ensure the platform functions efficiently and prevent data inconsistencies from excessive configurations.GA4 data limits fall under a category that blends configuration limits and practical considerations.

Here’s a table summarizing the Configuration Limits in GA4:

FeatureLimit
Audiences100
Key events30
Custom insights50
User-scoped custom dimensions25
Event-scoped custom dimensions50
Event-scoped custom metrics50
Registered custom key events30
Data retentionUp to 14 months
Explorations200 created per user 500 shared
Explore sampling limits10M events per query
Ads links400

4) Google Analytics Collection Limits and Quotas

Google Analytics tool is used by millions of websites and apps. To protect a system from receiving more information or data than it can control or handle easily, you have to ensure that there is an equitable distribution of system resources.

There are some Google Analytics limits and Quotas apply to all Google Analytics libraries, SDKs, and tags. There are both property-specific and client library-specific limits in Google Analytics.

Property Specific

This limit is applied to Web Property/Tracking ID/ Property

If you cross this limit, the Google Analytics team will contact you to upgrade your Google Analytics to Google Analytics 360 to overcome this issue.

The following limits apply to gtag.js, Android SDK, iOS SDK, and the Measurement Protocol in Enabled Universal Analytics.

ga.js or legacy libraries

The following limit is applied on ga.js, mobile snippets, and any other legacy tracking library.

If you cross this limit, you have to upgrade your Free Google Analytics version to Google Analytics 360.

Limits and Quotas on API Requests

Google puts limits and quotas on API requests to protect the system from receiving more data than it’s worth or it can handle.

General Quota Google Analytics API Limits

Following quotas/limits are applied on

Limitations

Reporting APIs Quota

Following Quota apply to all reporting APIs that include

Quota

Analytics Reporting API v4 Quota (Only for this API)

Comparison: Google Analytics and Google Analytics 360 Tool

AnalyticsAnalytics 360
Perfect forSmall and Medium Size BusinessLarge Enterprises
Multiple data collection options across websites, apps, and internet-connected devicesYesYes
Data access via mobile app, API, email notifications, and moreYesYes
The advanced site and app reporting and segmentation (including real-time and user-centric reporting)YesYes
Native data onboarding integrations withGoogle AdsAdSense, and Search Console Google AdsAdSense, Ad Manager, Display & Video 360, Search Ads 360, Campaign Manager 360, and Search Console 
Native remarketing integrations withGoogle AdsGoogle Ads and Display & Video 360
Integration with Google BigQueryNoYes
Integration with Salesforce
NoYes
Advanced AnalysisNoYes
Funnel reportingBasicAdvanced, including data-driven model
Cross-property roll-up reportingNoYes
Number of views per property200 Max400 Max
Custom dimensions and metrics per property20 Custom Dimensions & Metrics200 Custome Dimensions & Metrics
Data freshnessNot guaranteedGuaranteed 4 hours under SLA (usually faster)
Unlimited dataNoYes
Unsampled reportingNoYes
Access to raw dataNoYes
User and account administrationYesYes
Support and servicesSelf-service help center and community forumsServices, support, and SLAs provided by Google and global partner network
Payment optionsFreeMonthly Payment

Final Thoughts on GA4 Limits

So, these are Google Analytics Limits according to Analytics Accounts, APIs, Quotas, and Analytics Properties. Some of the Quotas and limits can be increased and some of them cannot. To get more access and quotas we have to Upgrade from Standard Google Analytics to Google Analytics 360 to get more access and analytics reports.

Google Analytics Limits FAQ

What are the limitations of Google Analytics?

Important Google Analytics Limits include:

No Historical Data Imports, Data Collection Limits, Event Limits, Limited GDPR Compliance, Strong Reliance.

How long does Google keep data?

Its depends upon your setting. But mostly Google Signed-in data expire after 26 month.

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