Google Analytics 4 (GA4) is free and sufficient for most small to medium businesses with moderate traffic and basic needs, while upgrading to the paid Google Analytics 360 (GA360) is recommended for enterprises handling high data volumes, requiring unsampled reports, extended data retention, or advanced integrations. GA360 starts at around $50,000–$150,000 per year, depending on usage.
Key Differences
Use the table below for a side-by-side comparison of core features based on multiple sources:
| Feature | GA4 (Free) | Google Analytics 360 (Paid) |
|---|---|---|
| Data Limits | 10 million hits/month; sampling on large datasets (e.g., after 500k–10M events) | Up to 500M hits/month; unsampled data |
| Data Retention | 2–14 months (default 2, extendable) | Up to 50 months or unlimited |
| Customizations | Basic reports, up to 20 goals | Advanced reports/dashboards, 200 goals, more metrics/dimensions |
| Integrations | Basic (Google tools) | Advanced (CRM, DMPs, third-party) |
| Support | Standard | Premium/dedicated with SLA |
| Cost | Free | $50k–$150k/year |
When to Upgrade to GA360
Upgrade if your business faces these limitations in GA4:
- High Traffic/Volume: Exceeding 10M hits/month or needing analysis beyond sampled data for accuracy.
- Long-Term Analysis: Requiring more than 14 months of data storage for historical trends.
- Complex Tracking: Cross-domain/app tracking, advanced e-commerce, or 200+ goals.
- Enterprise Needs: Priority support, custom SLAs, or deep integrations with CRM/ad platforms.
- Precision Reporting: Avoiding sampling that "makes up" data on large sets.
For most users, GA4 provides core features like real-time reporting, event tracking, and Google Ads integration without cost. Sources note GA360's high price suits only large enterprises, while free GA4 works for the majority. Note conflicting pricing estimates ($50k vs. $150k), but all confirm it's usage-based and premium.
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