GA4 Standard vs GA 360: What Enterprises Need to Know

GA4 Standard vs GA 360: Key Differences

The distinction between GA4 Standard and GA 360 goes far beyond pricing. GA 360 enables advanced analytics by dramatically increasing technical limits and adding enterprise-grade features:

• Data Collection & Parameters:
  
  • Standard: 25 event parameters, 25 user properties
  • GA 360: 100 event parameters, 100 user properties
    
• Custom Dimensions & Metrics:
  
  • Standard: 50 per property
  • GA 360: 125 per property
    
• Segmentation & Audiences:
  
  • Standard: 100 audiences
  • GA 360: 400 audiences
    
• Analysis & Sampling:
  
  • Standard: Sampling at 10M events per query
  • GA 360: Up to 1B events per query, plus 20K daily unsampled tokens
    
• Data Retention:
  
  • Standard: Maximum 14 months
  • GA 360: Up to 50 months
    
    
• BigQuery Export:
  
  • Standard: 1M events daily
  • GA 360: Billions of events daily, with unlimited streaming

Exclusive SLA for GA 360

In addition, GA 360 properties are covered by Google Marketing Platform Service Level Agreements (SLAs). These include 99.9% data collection uptime and 99% reporting availability, with service credits if thresholds are not met. This gives enterprises added reliability and governance beyond GA4 Standard.

These differences translate into real business value. GA 360 enables unsampled analyses, long-term trend studies, and advanced modeling that Standard properties simply cannot support.

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Case Study: Predicting Customer Lifetime Value

A concrete example comes from Shiseido Hong Kong, which sought to better understand customer lifetime value (LTV) to improve ecommerce performance.

By combining GA 360’s expanded data exports with Google BigQuery and machine learning, Shiseido was able to predict potential value segments and optimize its marketing spend accordingly. The results were striking:

• +1.3x increase in conversion rate
  
  
• -25% reduction in cost per conversion
  
  
• +2.2x return on ad spend (ROAS)
  

This illustrates how GA 360 can move analytics beyond descriptive reporting toward predictive and prescriptive insights—transforming how brands allocate resources and engage customers.

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Practical Considerations for Enterprises

Not every organization needs GA 360. But for those with:

• High traffic volumes or complex, multi-step journeys
• Multiple brands or markets requiring governance
• Advanced analytics use cases, such as LTV modeling or unsampled explorations
  

…the enterprise license becomes essential.

It’s equally important to note that success does not come from the license alone. A well-defined KPI framework, a robust tracking plan, and ongoing data quality reviews are critical to unlocking GA 360’s full potential.

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fifty-five’s Experience

As an official Google Analytics 360 reseller, fifty-five has supported global brands in implementing GA 360 and activating advanced use cases. From designing tracking frameworks to integrating with BigQuery and training internal teams, our role is to help enterprises turn GA 360 into a growth engine.

For organizations considering the upgrade, experience from real-world deployments—such as Shiseido’s—demonstrates how GA 360 can power deeper insights and measurable impact.

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Looking Ahead

As data privacy evolves and digital ecosystems grow more complex, enterprises will need analytics platforms that can scale with both their ambitions and regulatory requirements. GA 360 offers the infrastructure to do just that: richer data, longer retention, and advanced integrations.

For brands ready to move beyond the limitations of GA4 Standard, GA 360 provides not just higher limits, but the foundation for enterprise-wide data maturity.