Google Analytics 360 vs Google Analytics vs GA4 | GA 360

Guide to Google Analytics 360

By Ferdie Bester (Google Analytics certified)

How does Google Analytics 360 work?

Google Analytics 360 (GA360) is the paid for enterprise version of Google Analytics (GA). The key differences between the two versions is computational power and integrations.

Google Analytics 360 vs Google Analytics


GA360 can process more data, more quickly and more accurately. It provides upsampled data with a four hour freshness guarantee, governed by a SLA. This means that you can pull all the data tracked on your website/app with total confidence and in near real time.

GA Standard also has data limits. A free GA property can only process up to 10 million hits a month at no cost. More data than 10 million hits may not be processed and will require a GA360 licence to access that data.  

GA360 also increases functional aspects of the data being collected. GA Standard allows for 20 custom dimensions and metrics, while GA360 allows for 200 custom dimensions and metrics.

Data from multiple GA properties (websites) can be natively joined together with a Roll-Up Property (no double tagging required).


GA Standard has an integration with Google Ads but GA360 has native/turnkey integrations with the complete Google Marketing Platform (GMP) stack as well as some Google Cloud Platform (GCP) products like BigQuery

GA360 can be linked to:

  • Display and Video 360 (DV360) – Audiences can be shared to target different users with different messages on the display network. This is based on site engagement.

  • Search Ads 360 (SA360) – Bids are adjusted on search terms based on the user’s previous engagement with the site.

  • Campaign Manager – Reporting and campaign attribution is enhanced with GA360 data.

  • Google Optimise 360 – GA audiences are used to trigger specific site experiences.

  • BigQuery – Export hit level data for SQL analysis/data modelling.

Benefits of GA360

GA360 is intended for enterprise customers and as such should only be considered by businesses with large data needs and media spend.

Without context, GA360 can easily be seen as an expensive piece of tech, however when speed and access to digital platform data are critical, the benefits outweigh the cost

If used correctly, GA360 can pay for itself by:

  • Saving money wasted on incorrect  media targeting

  • Improving ROI by increasing the efficiency of media by modelling user behaviour

  • Maximising user revenue through remarketing

  • Improving the speed and accuracy of reporting

Google Analytics 4 (formerly App+Web)

Google Analytics 4 (GA4) provides a unified view of users across websites, apps and other connected devices while maintaining user privacy.

In October 2020, Google officially announced Google Analytics 4 (GA4), which was called “App+Web” while in beta.

Google Analytics 4 has moved to a User-Centric-Event-Based model of measurement, you will be able to see a user’s journey from website to app – and vice versa – tracking their complete journey to conversion.

GA4 also uses Google’s advanced machine learning models to predict user behavior and help you improve ROI by targeting users more likely to convert.

GA360 vs GA4

As it is still new, there is no parity between GA4 and the established GA360.

However, as new features are being rolled out weekly, we do expect there to be parity very soon. Google recently shared that there will be an enterprise version of GA4 . As with GA360, the main upgrade between standard and 360 is processing power:

How much does GA360 cost?

GA360 has to be bought through a technology reseller.

In Europe, Google has partners like (Acceleration, Jellyfish and DQ&A) authorised to sell the technology.

While the cost of technology varies based on the implementation and usage, it has a standard starting price of $150 000 per year.

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