Difference Between Google Analytics And Google Analytics 360

Google Analytics 360 (or GA premium) is one of the tools provided by Google Marketing Platform.

GA 360 is the paid version of Google Analytics which is meant for big companies which can afford to spend tens of thousands of dollars on an analytics tool(s).

In the context of GA premium, the free version of Google Analytics is called ‘Standard Google Analytics’.

Following are the 18 key differences between Google Analytics and Google Analytics 360:

#1 Standard GA integrate with other standard versions of Google products (like: Google Ads, Google Adsense and Google Search console). Whereas ‘Google Analytics 360’ integrate with both standard and 360 versions of Google products (like: ‘Google Ad Manager 360′, ‘Display & Video 360′, ‘Search Ads 360′ and ‘Campaign Manager‘ etc).

#2 Standard GA is best suited for native remarketing integrations with Google Ads. Wherease Google Analytics 360 is best suited for native remarketing integrations with Google Ads and Display & Video 360.

#3 Standard GA account can not be natively integrated with CRM like ‘Salesforce’ or data warehouse like ‘Google BigQuery’. Whereas Google Analytics 360 can natively be integrated with ‘Salesforce’ and ‘Google BigQuery’.

#4 Cross-property roll-up reporting is available only in Google Analytics 360 and not in standard GA.

#5 Advanced, customisable funnel reporting is available only in Google Analytics 360 and not in standard GA.

#6 Advanced attribution modelling (including data-driven model) is available only in Google Analytics 360 and not in standard GA.

#7 Advanced analysis is available only in Google Analytics 360 and not in standard GA.

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#8 You can create a maximum of 25 views in a standard GA property. Whereas in Google Analytics 360, you can create a maximum of 400 views per property.

#9 You can create a maximum of 20 custom dimensions and 20 custom metrics in a standard GA property. Whereas in Google Analytics 360, you can create a maximum of 200 custom dimensions and 200 custom metrics per property.

#10 GA standard does not guarantee data freshness and it could be 24 hours or longer.  Whereas Google Analytics 360 guarantee data freshness of up to 4 hours.

Data freshness is how long it takes Google Analytics to collect and process a hit (pageviews, screenviews, events, ecommerce, social, user timing, exceptions) from your property, and then make the data available via the Google Analytics interface or API.

If that process takes 1 hour, then data freshness = 1 hour.

#11 You can’t rely on Standard Google Analytics for large amount of data processing and high accuracy. Google Analytics 360 can handle websites which get 500 million+ hits /month as opposed to just 10 million hits per month supported by GA standard.

#12 The data sampling limit of Google Analytics 360 is approx. 200 times than that of standard GA which means you get more unsampled data in Google Analytics 360 than in GA standard.

#13 In case of GA Standard, the sample size for Ad-Hoc Analysis is 500,000 sessions. Whereas, in case of Google Analytics 360, the sample size for Ad-Hoc Analysis is 100 million sessions. What that means, GA 360 does not begin sampling the analytics data until a report exceed 100 million sessions.

#14 In case of Google Analytics 360, you can download unsampled reports via the user interface or the API. This is not possible in case of standard GA.

#15 In case of standard GA, you can export maximum of 5000 rows of data. Whereas in case of Google Analytics 360, you can export maximum of 5000 rows of 3 millions rows of data.

#16 Access to raw data is available only in Google Analytics 360 and not in standard GA.

#17 Access to dedicated support specialists, analytics training and on-demand customised reporting is available only in Google Analytics 360 and not in standard GA.

#18 Standard GA is free to use. Whereas Google Analytics 360 is paid service which comes with service level agreement and guarantee that covers: data collection, data freshness, data reporting, higher data processing limit and access to dedicated support specialists.

Google Analytics 360 customers are invoiced monthly and the billing is based on hit volume.

Analytics 360 suite can cost you at least $150,000 per year.

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Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

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1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.

2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

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My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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