Google Analytics 360 is the enterprise version of GA4 that raises a property's limits on data collection, reporting, retention and BigQuery export, for both web and app data streams. You get it through a signed 360 contract with Google or a Sales Partner, and as of October 2026 Google quotes it by contract rather than listing a price on its 360 pages.
Here's the catch. When you upgrade a property, the higher limits switch on straight away, sometimes taking up to four hours, but billing and the service level agreements don't start until the account is on a Google Analytics 4 360 contract. And when you downgrade, the property drops to standard limits immediately, so if you're over them you can't create anything new until you cut back. Google's own example: unmark key events until you're under 30.
What 360 changes inside a GA4 property
Google describes Analytics 360 as built for large enterprises, with service level agreements across many product functions, from data collection to attribution, including the BigQuery daily export. The premium extras it names are enhanced data freshness, continuous intraday data within an hour after collection, and unsampled results.
The day-to-day difference, though, is the limits. Almost every ceiling you can bump into in a standard property goes up, and some go up a lot.
Standard GA4 vs 360: the limits table
These are the property limits Google lists as of October 2026:
| Feature | Standard GA4 | Analytics 360 |
|---|---|---|
| Event parameters per event | 25 | 100 |
| User properties per property | 25 | 100 |
| Event-scoped custom dimensions | 50 | 125 |
| Event-scoped custom metrics | 50 | 125 |
| Item-scoped custom dimensions | 10 | 25 |
| Calculated metrics | 5 | 50 |
| Key events | 30 | 50 |
| Audiences | 100 | 400 |
| Saved comparisons and saved segments | 50 each | 200 each |
| Explore sampling per query | 10M events | 1B events |
| BigQuery daily export | 1M events | Billions of events |
| API tokens per day | 200,000 | 2M |
| Data import storage | 10 GB | 1 TB |
A few limits don't change. Each user can create 200 explorations per property on both versions, though shared explorations go from 500 to 1,000. Data import allows 120 manual uploads per day per property on both. Streaming export to BigQuery is unlimited on both. And on API tokens, most requests use fewer than 10, so 200,000 a day goes further than it sounds.
Two smaller differences catch people out. Event parameter values are capped at 100 characters on standard, with page_title at 300, page_referrer at 420 and page_location at 1,000, against 500 characters on 360. And for app streams, distinctly named events are limited to 500 per app user on standard and 2,000 on 360. Web streams have no limit there, and automatically collected and enhanced measurement events don't count.
Retention: 14 months or 50
Event-level data retention is where 360 changes what you can analyse. Standard properties keep event data for 2 or 14 months, and Large and XL properties are held to 2 months. On 360 you can choose 2, 14, 26, 38 or 50 months, though XL properties are still held to 2.
If your team compares this year with the same season two or three years back inside explorations, that's the limit you'll feel first on standard.
Sampling and unsampled explorations
On standard, Explore samples once a query passes 10M events, and unsampled explorations aren't available at all. On 360 the sampling limit is 1B events per query, and you get 20K daily unsampled data tokens, with a maximum of 5K tokens per query.
Who can upgrade a property, and how
You need a signed 360 contract first. After that, Org admins or Billing admins of the Google Marketing Platform organisation linked to the Analytics account can upgrade or downgrade. If you bought 360 through a Sales Partner, the partner does it for you.
- Check you have a signed 360 order and you're an Org admin or Billing admin on the linked Google Marketing Platform organisation.
- Sign in to Google Marketing Platform, go to Administration, then Organizations, and open the organisation.
- Under Linked accounts, choose Analytics, pick the account and tick the GA4 property.
- Click Upgrade selected properties. Higher limits apply straight away, sometimes after up to four hours.
If those upgrade controls are missing, there are three reasons Google gives: there's no order, the order has ended, or its start date is in the future. One more thing to know: existing Universal Analytics properties stay accessible but can't be upgraded to 360.
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The downgrade trap
Downgrading is the part nobody plans for. The property is subject to standard limits the moment you downgrade. If you're over any of them, you're blocked from creating new objects of that type until you're back under, which is why Google's example has you unmarking key events until you're under 30.
Roll-ups add another layer. To downgrade a source property you first have to trash its subproperties or disconnect it from the roll-up property, and you can't downgrade a roll-up property at all. So before a contract ends, count your key events, audiences and custom definitions against the standard column in the table above.
When a small business doesn't need 360
I'd only look at 360 if you're hitting a standard limit today: more than 30 key events, more than 100 audiences, sampled explorations on big date ranges, or a need to keep event data past 14 months. If none of those sound familiar, standard GA4 does the job, and you'd be paying for headroom you never use. If you're weighing Google against another analytics vendor, my Google Analytics vs Adobe Analytics comparison covers that, and this breakdown of what standard GA4 costs to use covers the standard version.
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Frequently asked questions
What does Google Analytics 360 add to GA4?
Higher limits for data collection, reporting, retention and BigQuery export, plus service level agreements, enhanced data freshness, intraday data within an hour after collection and unsampled results.
How long does Google Analytics 360 keep data?
Up to 50 months of event-level data, with options of 2, 14, 26, 38 or 50 months. XL properties are held to 2 months.
Who can upgrade a GA4 property to 360?
Org admins or Billing admins of the linked Google Marketing Platform organisation, once there's a signed 360 contract. If you bought through a Sales Partner, the partner upgrades it.
What happens when you downgrade from Analytics 360?
The property is immediately subject to standard limits, and you can't create new objects of a type you're over the limit on until you're back under it.
Can a Universal Analytics property be upgraded to 360?
No. Existing Universal Analytics properties stay accessible but can't be upgraded to 360.
