Google Analytics 360 vs. Google Analytics 4 Explained

Google Analytics allows businesses to track and analyze their website and app data. With the introduction of Google Analytics 4 (GA4), businesses and their marketing teams now have a new platform to collect and analyze both web and app data in a privacy-compliant manner. In this blog post will discuss the differences between GA4 and Google Analytics 360, which will no longer be supported after July 1 2024.

What is Google Analytics 4 (GA4)?

GA4 is a new Google product allowing Web and App data to be collected separately or in one continuous property. It is designed to replace both Universal Analytics (UA) and GA360. GA4 uses an event-based data model instead of a session-based one, providing a more accurate and holistic view of user behavior. GA4 also includes privacy controls such as cookieless measurement and predictive capabilities that offer guidance without complex models.

What is Google Analytics 360?

Google Analytics 360 (GA360) is an upgraded version of Google Analytics that offers advanced features compared to the free version. It is part of the Google Marketing Platform, including products like Google Tag Manager 360, Google Optimize 360, and Display & Video 360. GA360 enables more data collection before reaching data sampling limits and offers greater flexibility in data collection through increased custom dimensions, custom metrics, event parameters, and more.

What are the differences between Google Analytics 4 (GA4) and Google Analytics 360?


GA4 Standard is free, while GA360 is a premium version that requires a paid subscription.

Data limits and sampling: 

GA4 Standard and GA360 have different data limits and sampling rates. GA4 Standard has lower data limits and higher sampling rates, while GA360 has higher data limits and lower sampling rates. GA360 allows more data to be collected before running into data sampling limits. It provides more flexibility in data collection via increased custom dimensions, custom metrics, event parameters, and more.

Data integration and activation:

GA4 and GA360 integrate well with the entire Google stack, including Search Ads 360 and Display & Video 360. However, GA360 provides more flexibility regarding how your GA account is architected.

Reporting and analysis features:

GA360 provides more advanced reporting and analysis features than GA4 Standard, including data-driven attribution, advanced segmentation, and custom funnels. GA4 360 delivers even more advanced features than GA360, including unsampled data for exploration reports, automatic custom tables, and native remarketing integrations.

Which Analytics Tool is Right for My Business?

Choosing between GA4 and GA360 depends on several factors, including your business size, budget, and data collection and analysis needs. GA4 Standard is a good option for small to medium-sized companies that need essential data collection and analysis capabilities. GA4 360 and GA360 are better suited for larger businesses that require more advanced features and capabilities.

In conclusion, GA4 and GA360 are powerful tools for businesses to collect and analyze website and app data. While GA4 is a newer product designed to replace UA and GA360, GA360 provides more advanced features and capabilities than GA4. Choosing between GA4 and GA360 depends on several factors. Considering your internal needs before deciding as a business or organization would be best.

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