GA4 Limits

In this guide, you will learn about the various limitations of GA4.

GA4 limits must be understood so that you do not become frustrated when things do not appear to work as expected. This blog post will keep track of those restrictions and clarify them as necessary.

Event collection limits

The following restrictions are the maximum that Google Analytics will log for events, event parameters, and user characteristics.

Logged item	Limit (For 360 limits, go here)	Can I delete items if I’m close to the limit?
Distinctly named events	500 per app instance (for app data streams) There is no limit on the number of distinctly named events for web data streams. Automatically collected events and enhanced measurement events don’t count toward the limits.	No
Length of event name	40 characters. If an event exceeds 40 characters, the event will not be reported as a conversion (if you mark the event as a conversion) because the appended “_c” will be missing.	N/A
Event parameters per event	25 event parameters	Yes
Length of event-parameter name	40 characters	N/A
Length of event-parameter value	100 characters	N/A
User properties	25 per property	No
Length of user-property names	24 characters	N/A
Length of user-property values	36 characters	N/A
Length of User-ID values	256 characters	N/A
Events per User per day (for app data streams)	500	N/A

Row limits

Tables in the databases that hold the reports that Google Analytics generates are subject to row restrictions. The maximum number of rows that can be included in a report is determined by these constraints.

A typical report employs a specific database table with just the information required for the report. For most common reports, a table can have a maximum of 50,000 rows.

The possibility of data aggregation in a “(other)” row increases when you add a supplementary dimension or comparison to a report.

All standard reports that have a secondary dimension or comparison applied and all custom reports for standard properties use a database table that contains all the dimensions in your property for the given date range. This table can have a maximum of 2 million rows.

Every report has the potential to automatically increase datasets for Analytics 360 characteristics. The row limit for automatically expanded datasets is similarly 2 million rows, but the dataset will only include the dimensions required for the report and not all of the property’s dimensions.

When a report’s underlying table surpasses its row limit, Analytics groups any additional rows under a “(other)” row. Because some dimension values are combined under the “(other)” row in this situation, Analytics displays approximations of the findings in the dimension breakdowns. However, all of the data’s metric totals are accurate.

Limit Type	Standard Google Analytics	Analytics 360	Unsampled Reports (360)	Custom Tables (360)
Default report sampling	None	None	n/a	n/a
Ad-hoc query sampling	Starts at over 500k sessions (property level)	Starts at over 100M sessions (view level)	None	None (from when it is created moving forward, with 30 day historical lookback)
Single Day Row Limit	50k rows	75k rows (except All Pages Report, which is 1M rows)	No limit	1M rows
Multi-Day Row Limit	100k rows	150k rows	No limit	No limit
Overall Report Row Limit	1M rows	1M rows	3M rows	1M rows

Configuration limits

Once the limit for an item is reached, Google Analytics does not allow you to adjust that item any further. For instance, after you’ve built 100 audiences, you can’t produce anymore.

Analytics employs a sample of the available data in your explorations when your property captures more data than the sampling limit.

Configured item	Limit per property (For 360 limits, go here)	Can I delete items if I’m close to the limit?
Audiences	100	Yes
Conversions	30	Yes
Custom insights	50	Yes
Funnels	200	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	N/A
Explorations	200 created per user 500 shared	Yes
Explore sampling limits	10M events per query	N/A
Ads links	400	Yes. You can also consider using a Google Ads manager account and linking to that account instead of linking to individual client accounts.