he configuration limits of Google Analytics 4 include restrictions on audiences, conversions, dimensions and custom metrics, as well as data retention. Standard and 360 licenses also differ in terms of features and quotas. In addition, there are event collection limits, such as the maximum number of distinctly named events, event parameters and user properties. For further details, please refer to the tables provided in the document.

Configuration limits

The following limits apply per property. If you need higher limits, you can upgrade your property to Google Analytics 360. For event collection limits, see this article instead.

Google Analytics does not allow you to configure an element once the limit for that element has been reached. For example, you can't create another audience once you've created 100.

When your property collects more data than the sampling limit for explorations, Analytics uses a sample of the data available in your explorations.

Configured item
Property limits
Possibility of archiving for the limit
Audiences
100
✅ Yes
Conversions
30
✅ Yes
Custom insights
50
✅ Yes
User-scoped custom dimensions
25
✅ Yes
Event-scoped custom dimensions
50
✅ Yes
Event-scoped custom metrics
50
✅ Yes
Registered custom conversion events
30
✅ Yes
Data retention
Up to 14 months
Explorations
200 per user and
500 shared
✅ Yes
Explore sampling limits
10M events per request
Ads links
400
✅ Yes

Standard vs. 360 Licenses

Feature
GA4 Standard properties
GA4 360 Licenses
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
Conversions
30
50
Audiences
100
400
Explorations
200 created per user per property
500 shared per property
200 created per user per property
1 000 shared per property
Explore sampling limits
10M events per query
1B events per query
Unsampled explorations
Not available
Unsampled results up to 50B events per day per property
API quotas
Most requests consume fewer than 10 tokens.
25 000 tokens per day
250 000 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
Events per User per day (for app data streams)
500
2000
Distinctly named events
There is no limit on the number of distinctly named events for web data streams.
500 per app instance (for app data streams)
2000 per app instance (for app data streams)
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

Event collection limits

The following limits apply per property for event collection in Google Analytics 4. If you need higher limits, you can upgrade your property to Google Analytics 360.

These limits define the maximum number of events, event parameters and user properties that Google Analytics can record. For example, Analytics does not process user properties longer than the 25th, nor event names longer than 40 characters. For more details on collection limit errors, please consult the Analytics error codes.

Registered item
Standard limit
Archiving possible
Distinctly named events
500 per application user per day (for application data streams)
For example, you could see 700 distinctly named events if users trigger different events on different instances of the application.
The number of distinctly named events is not limited for Web data streams.
Events collected automatically and events collected via enhanced measurements are not included in the limits.
🚫 No
Event name length
40 characters. If the name is longer than 40 characters, the event will not be counted as a conversion (if you mark it as a conversion), as "_c" will not be added.
Event-by-event parameters
25 event parameters
✅ Yes
Item per event scope parameters
In addition to the item scope parameters prescribed for each recommended e-commerce event, you can include up to 27 customized item-level parameters in an e-commerce event.
✅ Yes
Event parameter name length
40 characters
Event parameter value length
100 characters
Event parameter values must not exceed 100 characters.
The page_title parameter must not exceed 300 characters, and the page_referrer and page_location parameters must not exceed 420 characters.
User properties
25 per property
🚫 No
User property name length
24 characters
Length of user property values
36 characters
User-ID value length
256 characters
Page location length
1,000 characters
Events per user per day (for application data streams)
500

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Written by:
Edouard de Joussineau

An expert in CRO, Web Analytics and Product Management for over 10 years, Edouard founded Starfox Analytics in 2021. Passionate about wine, Formula 1 and aviation,

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