Update time: June 9, 2025
If you’re running GA4 and starting to hit its limits — or you’re trying to figure out whether upgrading to GA4 360 is worth the price tag — you’ve probably noticed that finding a clear comparison of all the quotas in one place is surprisingly hard. Google spreads this across multiple support pages, and some numbers are buried in documentation you wouldn’t think to check.
I’ve pulled together all the key limits, quotas, and data freshness numbers here, side by side. Hopefully this saves you the digging.
Let’s get into it.
Account and Property Limits
| Item | GA4 | GA4 360 |
|---|---|---|
| Accounts | 100 (quota can be increased) | 100 (quota can be increased) |
| Properties | 2,000 | 2,000 |
| Data streams | 50 (20 Web + 30 App) | 50 (20 Web + 30 App) |
Basic Quotas
| Item | GA4 | GA4 360 |
|---|---|---|
| Distinct event names (Web) | Unlimited | Unlimited |
| Distinct event names (App) | 500 | 2,000 |
| Create event (in GA4 UI) | 50 | 50 |
| Modify event (in GA4 UI) | 50 | 50 |
| Events per user per day (App) | 500 | 2,000 |
| Event parameters | 25 | 100 |
| Event parameter value length | 100 characters | 500 characters (Web) / 100 characters (App) |
| User-scoped custom dimensions | 25 | 100 |
| Item-scoped custom dimensions | 25 | 100 |
| Event-scoped custom dimensions | 50 | 125 |
| Event-scoped custom metrics | 50 | 125 |
| Key events (conversions) | 30 | 50 |
| Analytics Insights | 50 | 50 |
| Scheduled emails | 50 | — |
| Audiences | 100 | 400 |
| Audience triggers | 20 | 20 |
| Filters | 10 | 10 |
| Comparisons | 50 | 40 |
| Items per request | 200 | 200 |
| BigQuery — Daily export | 1M events | Billions of events |
| BigQuery — Streaming export | Unlimited | Unlimited |
| Official technical support | Not included | Included |
Data Freshness
| Item | GA4 | GA4 360 |
|---|---|---|
| Reports / Explore | 24–48 hours | 24–48 hours |
| Data import | 4 hours | 4 hours |
| Unsampled explorations | 1 hour | 1 hour |
| User lifetime | 24+ hours | 24+ hours |
| Analytics | 24+ hours | 24+ hours |
| Realtime | < 1 minute | < 1 minute |
| BigQuery Export | 24 hours after midnight | 24 hours after midnight |
Data Retention
| Item | GA4 | GA4 360 |
|---|---|---|
| Maximum retention | 14 months | 50 months |
| Retention options | 2, 14 months | 2, 14, 26, 38, 50 months |
| Google Signals retention | 14 months | 26 months |
Custom Channel Groups
| Item | GA4 | GA4 360 |
|---|---|---|
| Groups | 2 | 5 |
| Channels per group | 25 | 25 |
Reports
| Item | GA4 | GA4 360 |
|---|---|---|
| Report snapshots | 1 | 1 |
| Collections | 7 | 7 |
| Topics | 5 | 5 |
| Detail reports | 10 | 10 |
| Overview reports | 1 | 1 |
| Rows | 50K | 2M |
Explore
| Item | GA4 | GA4 360 |
|---|---|---|
| Explore sampling limit | 10M events per query | 10B events per query |
| Unsampled explorations | Not available | Up to 50B events per day per property |
| Individual explorations | 200 | 200 |
| Shared explorations | 500 | 1,000 |
| Segments | 10 | 10 |
| Tabs | 10 | 10 |
| Filters | 10 | 10 |
Data Import
| Item | GA4 | GA4 360 |
|---|---|---|
| Total storage | 10 GB | 10 GB |
| Data source size | 1 GB | 1 GB |
| Daily uploads | 24 | 24 |
Features Only Available in GA4 360
| Feature | GA4 | GA4 360 |
|---|---|---|
| Sub properties | — | ✓ |
| Roll-up properties | — | ✓ |
| Automatic expanded data sets | — | ✓ |
| Login API | — | ✓ |
| Unsampled explorations | — | ✓ |
GA4 Data API Quotas
| Quota Name | GA4 | GA4 360 |
|---|---|---|
| Core Tokens Per Property Per Day | 25,000 | 250,000 |
| Core Tokens Per Property Per Hour | 5,000 | 50,000 |
| Core Tokens Per Project Per Property Per Hour | 1,750 | 17,500 |
| Core Concurrent Requests Per Property | 10 | 50 |
| Core Server Errors Per Project Per Property Per Hour | 10 | 50 |
| Realtime Tokens Per Property Per Day | 25,000 | 250,000 |
| Realtime Tokens Per Property Per Hour | 5,000 | 50,000 |
| Realtime Tokens Per Project Per Property Per Hour | 1,750 | 17,500 |
| Realtime Concurrent Requests Per Property | 10 | 50 |
| Realtime Server Errors Per Project Per Property Per Hour | 10 | 50 |
| Funnel Tokens Per Property Per Day | 25,000 | 250,000 |
| Funnel Tokens Per Property Per Hour | 5,000 | 50,000 |
| Funnel Tokens Per Project Per Property Per Hour | 1,750 | 17,500 |
| Funnel Concurrent Requests Per Property | 10 | 50 |
| Funnel Server Errors Per Project Per Property Per Hour | 10 | 50 |
Admin API Quotas
| Quota Name | GA4 | GA4 360 |
|---|---|---|
| Requests per minute | 1,200 | 1,200 |
| Requests per minute per user | 600 | 600 |
| Requests per minute per user | 600 | 600 |
| Writes per minute per user | 180 | 180 |
Pirce
| GA4 | GA4 360 | |
|---|---|---|
| Price | Free | From ~$50,000/year |
GA4 360 pricing is officially listed starting at $50K, but it’s negotiable depending on your traffic volume and region. If you’re serious about upgrading, talk to a Google sales rep or an authorized partner for an actual quote.
Final Words
That should give you a solid reference for comparing GA4 and GA4 360 limits. The free tier goes a long way for most sites, but if you’re hitting the event parameter cap, need longer data retention, or require unsampled explorations at scale, 360 starts to make sense.
I’ve done my best to keep these numbers accurate, but quotas do change over time. If you spot something that’s off, feel free to comment and I’ll update the table.