Cost Considerations for GA4 Implementation:
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GA4 Standard (Free Version): Google Analytics 4 offers a free version with no annual subscription fee. It supports up to 10 million events per query for explorations and allows BigQuery export with daily limits (1 million events for daily export, unlimited for streaming export). However, it has limits on custom dimensions, conversions, and data retention (up to 14 months for large properties).
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GA4 360 (Premium Enterprise Version): The premium GA4 360 starts at approximately $50,000 annually, significantly lower than the previous Universal Analytics 360 pricing ($150,000/year). It includes up to 25 million monthly events, with additional costs for events exceeding this threshold and for rollup or sub-properties (which are billed at 50% more than base events). BigQuery integration is included but may incur extra costs depending on data volume. Professional services such as custom implementation, consultation, and training are additional and vary by enterprise needs.
Developer Support and Implementation Services:
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Many agencies and consultants provide end-to-end GA4 implementation, migration, and maintenance services. These services typically include setup, customization of reports and dashboards, migration from Universal Analytics, and ongoing support to leverage GA4’s new features for better customer journey insights and marketing optimisation.
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Developer support is crucial for handling GA4’s new data model, event tracking, and API usage. For example, GA4’s reporting interface and API can produce “incompatible requests” if dimensions and metrics are combined incorrectly, requiring technical expertise to troubleshoot and optimize queries.
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Professional services may also cover training for teams to understand GA4’s capabilities and limitations, ensuring effective use of the platform post-implementation.
Summary Table:
| Aspect | GA4 Standard (Free) | GA4 360 (Premium) |
|---|---|---|
| Annual Cost | Free | Starting at $50,000 |
| Event Limits | Up to 10M events per query (explorations) | 25M monthly events included; extra charges beyond |
| BigQuery Integration | Limited daily export (1M events) | Included; extra cost based on data volume |
| Custom Dimensions & Metrics | Limited (e.g., 25 per event) | Higher limits, enterprise-grade features |
| Developer Support | Community and basic support | Dedicated support, consultation, training |
| Professional Services Cost | Varies by agency | Additional, varies by scope |
Implementing GA4 requires balancing cost with the scale of data needs and the level of developer support required. Enterprises with high data volumes and complex needs benefit from GA4 360 and professional services, while smaller organisations can leverage the free GA4 Standard with some limitations.
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