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.

1 thought on “GA4 Limits”

  1. The best way to avoid every single limitation (for GA4 free version) described here is to use Parallel Tracking for GA4 from Reflective Data.

    You get pretty much everything you get with GA360 but for the fraction of the cost for GA360.

    Besides others, it lets you collect unlimited events and doesn’t set a limit for how many events you can export to BigQuery.

Leave a Comment

Your email address will not be published. Required fields are marked *