[GA4] Google Analytics 360 (Google Analytics 4 Properties)

For downgrading Universal Analytics 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.

If you have signed a 360 contract for Google Analytics 4 properties, you can upgrade your Google Analytics 4 properties to 360. Those 360 properties are covered by the Google Marketing Platform - GA 360 Service Level Agreements. You can continue to access your existing Universal Analytics properties but you will be unable to upgrade those properties to Google Analytics 360.

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 standard properties	Google Analytics 360 properties
Event parameters	25 per event	100 per event
User properties	25 per property	100 per property
Event-scoped custom dimensions and metrics	50 event-scoped custom dimensions per property 50 event-scoped custom metrics per property	125 event-scoped custom dimensions per property 125 event-scoped custom metrics per property
Item-scoped custom dimensions	10 per property	25 per property
Length of event parameter value	100 characters The following exceptions apply: the `page_title` parameter must be 300 characters or fewer the `page_referrer` parameter must be 420 characters or fewer the `page_location` parameter must be 1,000 characters or fewer	500 characters (including the `page_title` and `page_referrer` parameters) the `page_location` parameter must be 1,000 characters or fewer
Key events	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	20K daily unsampled data tokens, 5K tokens max per query
API quotas Most requests consume fewer than 10 tokens.	200,000 tokens per day	2M tokens per day
Data retention	Up to 14 months Options: 2, 14 months Large and XL properties are limited to 2 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
Distinctly named events There is not limit on the number of distinctly named events for web data streams.	500 per app user (for app data streams) You might see more than 500 distinctly named events if users on different app instances trigger different events. Automatically collected events and enhanced measurement events don't count toward the limits.	2000 per app user (for app data streams) You might see more than 500 distinctly named events if users on different app instances trigger different events. Automatically collected events and enhanced measurement events don't count toward the limits.
Data import	Manual uploads: 120 uploads per day per property Storage limit: 10 GB per property	Manual uploads: 120 uploads per day per property Storage limit: 1 TB per 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.

To downgrade a source property from 360, you first need to move all of its subproperties to the trash or disconnect it from the roll-up property for which it is a source.

You can't downgrade a roll-up property.

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:

Sign in to Google Marketing Platform.
Click Administration > Organizations.
Click the relevant organization.
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.
Select the check box for the Google Analytics 4 property you want to upgrade/downgrade.
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 key events while the property was 360 and want to mark a new event as a key event, you have to unmark events until you're below the limit of 30.

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