Last Updated: May 20, 2022

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 that 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.

Google Analytics 360 vs Google Analytics

Following are the 20 key differences between Google Analytics and Google Analytics 360:

#1 Standard GA integrates with other standard versions of Google products (like Google Ads, Google Adsense and Google Search console). Whereas ‘Google Analytics 360’ integrates 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. Whereas 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. This is a special feature that lets you aggregate data from multiple source properties into a single GA property.

#5 Advanced, customisable funnel reporting is available only in Google Analytics 360 and not in standard GA. Custom funnels are one of the features in Google Analytics Premium only. This will let you know how exactly users are navigating on your site and the steps that they are taking to complete a conversion. Custom funnels let you analyze the loopholes in the process of checkout if the users are getting dropped off during the checkout process.

#6 Advanced attribution modelling (including data-driven model) is available only in Google Analytics 360 and not in standard GA. The advanced attribution modelling in Google Analytics provides an accurate picture of the role that each of your marketing touchpoints plays, so you can make better decisions from a more accurate attribution model.

#7 Advanced analysis is available only in Google Analytics 360 and not in standard GA. Advanced analysis in Google Analytics 360 helps to build a detailed analysis and deeper exploration capabilities, so you can improve on how the users are interacting on your website 

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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 a large amount of data processing and high accuracy. Google Analytics 360 can handle websites that 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 the case of GA standard, the sample size for ad-hoc analysis is 500,000 sessions. Whereas, in the 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 exceeds 100 million sessions.

#14 In the case of Google Analytics 360, you can download unsampled reports via the user interface or the API. This is not possible in the case of standard GA. You can download up to 3M rows in a premium account.

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

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#18 Google Analytics works on a hybrid model, which means it provides free services which can be used by small business owners and paid services that can be used for large scale industries. Standard GA is free to use. Whereas Google Analytics 360 is paid service which comes with a service level agreement and guarantees that covers: data collection, data freshness, data reporting, higher data processing limit and access to dedicated support specialists. Based on the hits sent to Google Analytics servers, it is invoiced monthly.

#19 Standard Google Analytics doesn’t have the feature of custom tables. Whereas Google Analytics 360 comes with a feature of custom tables with which you can specify a combination of metrics, dimensions, segments and filters with which analytics can process your unsampled data on a daily basis.

#20 Google Analytics premium comes with a dedicated account manager and support staff that can help with any issues related to data and reporting. Whereas, with the free Google Analytics customers need to refer to the self-service help centre and community forums.

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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