This is actually because GA4 has recently (November 2022) set a quota limit for the API. If the quota limit is exceeded, an error message will be displayed. For all users, the specific quota is as follows:
|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|
For more limits, please see:GA4 & GA4 360 Limitations and Quotas (2023)
This quota is only for GA4 Data API if you pass API or Looker Studio you will be subject to quota.
This quota is based on tokens. The system will calculate the tokens for each requirement according to the complexity of the requirements. If the required data is more complex, the more tokens are required. Up to 10 tokens are required, which can be understood as one Request (report) the most consumed tokens.
For a project, the free version of GA4 has 1250 token per hour, so the minimum is 125 requests. If a page has multiple requests, or refreshes several times, the quota will be used up in an hour. .
Right-click on the blank space in Looker Studio – 「Google Analytics Token Usage」to see Google Analytics (GA4) Token Usage:
Since there is a quota, the general idea is to reduce its own usage, such as reducing the number of reports and the number of users, but this is unreasonable.
Google introduced this limit, basically hoping that GA4 users will use BigQuery or GA4 paid version.
Under the pressure of users, Looker Studio is making adjustments:
Dear Looker Studio customers,