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GA4 vs GA360: Which Analytic Tool Is Right For Your Business


Google Analytics is a crucial tool in a marketer’s arsenal. It provides you with all the information you need to tailor your marketing strategy.

When comparing GA4 and GA360, it’s not about the features offered by one that are different from the other. Both offer similar basic features, but GA360 offers some exclusive features.

The main difference between both is the scale and limit of one from the other.

It’s more about how much you can do with what you’ve got. Both versions track web and app data to help you understand your audience, but GA360 takes things up a notch. 

So, the choice boils down to the scale of your needs, with Google Analytics 360 designed for businesses that demand vast data capabilities.

So, let’s explore that in detail:

Overview of GA4

Google Analytics 4 revolutionizes analytics with its user-centric, event-based data collection, integrating web and app insights. It focuses on understanding the customer journey through privacy controls, predictive capabilities, and direct media platform integrations. Which marks a significant evolution from session-based analytics.

Overview of GA360

GA360 offers an enterprise-level analytics solution, providing higher limits for data collection, reporting, retention, and BigQuery export. With Google Analytics 360, businesses can access enhanced features such as increased event parameters, user properties, and custom dimensions, catering to large-scale analytics requirements.

Direct Comparison Between GA4 and GA360

Transitioning from an overview to a detailed comparison, let’s dissect their scalability, reporting capabilities, and usability to determine which platform serves your business’s needs best.

Comparison Table: GA4 vs. GA360


Scalability and Data Collection Limits

Google Analytics 4 offers a scalable analytics solution suitable for both small and medium-sized businesses, emphasizing ease of use and automated data collection. It provides a robust framework for tracking user interactions across platforms without extensive manual setup. 

However, for enterprises handling vast volumes of data, GA360 presents a more fitting choice. Google Analytics 360’s ability to process and report on billions of hits per month, coupled with its customizable data collection and unsampled reports, ensures that large organizations can maintain granular insights into their operations and customer behaviors.

Reporting Capabilities

In reporting capabilities, GA4 introduces a paradigm shift with its focus on user-centric analytics and predictive insights powered by machine learning. The platform offers a streamlined approach to understanding user journeys across devices and platforms. 

Conversely, GA360 provides a more traditional yet powerful approach to analytics, with detailed, customizable reports and advanced segmentation capabilities. This allows large enterprises to delve deeper into their data, supporting complex analysis and strategic decision-making processes.


While GA4 offers a user-friendly interface suitable for businesses of all sizes, GA360 caters to enterprises with complex analytics needs, providing detailed customization options and advanced features. The transition between GA4 and GA360, whether upgrading or downgrading, is facilitated for organizations linked to a Google Marketing Platform organization with an active 360 order, ensuring flexibility as business needs to evolve.

Unique Features Of GA4 and GA360

Exploring further, each platform boasts unique features that cater to different business needs, from real-time analytics to advanced integration capabilities.

GA4 Unique Features

Let’s check some of the unique features:

Real-Time Data and Event Modeling

GA4’s real-time analytics and flexible event modeling allow businesses to capture and analyze user interactions as they happen. This immediacy is crucial for making timely, data-driven decisions. The platform’s machine learning features enhance predictive capabilities, identifying trends and user behaviors that inform more effective marketing strategies.

Machine Learning and AI Enhancements

GA4 leverages advanced machine learning algorithms to forecast user actions, enabling businesses to anticipate needs and tailor their offerings accordingly. These AI-driven insights provide a competitive edge, facilitating proactive engagement strategies and optimizing user experiences.

GA360 Unique Features

Let’s have a look at GA360’s unique offerings:

Analysis Tools and BigQuery Integration

GA360 sets itself apart with its comprehensive analysis tools and seamless integration with BigQuery. This combination allows for sophisticated data analysis and manipulation, supporting deep dives into user data and behavior. Enterprises can leverage these tools to perform complex queries, generate custom reports, and uncover insights that drive strategic decisions.

Audience Insights and Exclusive Integrations

The platform offers unparalleled audience insights thanks to its exclusive integrations with other Google products, such as AdWords and DoubleClick. This connectivity enables businesses to refine their targeting strategies, optimize advertising spend, and enhance overall marketing effectiveness, catering to the nuanced needs of large enterprises.

Pricing and Investment

GA4’s no-cost entry point makes advanced analytics accessible, while GA360, starting at $150,000 annually, includes a suite of tools for comprehensive digital marketing and analytics efforts, representing a significant investment with substantial return potential for large enterprises.

ROI and Investment Return for GA360

For large enterprises, the investment in GA360 is justified by its advanced features, dedicated support, and the potential for a significant return on investment (ROI). The platform’s detailed analytics capabilities enable businesses to optimize their online presence, marketing strategies, and customer engagement processes, driving revenue and growth.

Consulting Services of GA360

GA360 also offers access to consulting services, providing businesses with expert guidance on maximizing their use of the platform. This support can be invaluable in navigating complex analytics challenges and ensuring that the platform’s capabilities are fully leveraged to achieve business objectives.

Technical Considerations

Let’s delve into the technical considerations that underpin the effective use of GA4 and GA360, focusing on data privacy, security, and compliance.

GA4 Data Privacy Features

GA4 places a strong emphasis on user privacy, offering robust data governance and control mechanisms. These features ensure businesses can navigate the complexities of global privacy regulations, such as GDPR and CCPA, maintaining user trust and compliance.

GA360 Service and Support Options

GA360 enhances its offering with superior service and support options, including dedicated account management and technical support. This ensures enterprises have the resources and guidance needed to address technical challenges, optimize their analytics setup, and maintain high standards of data privacy and security.

Choosing Between GA4 and GA360

The choice between GA4 and GA360 hinges on several factors, including business size, data analysis needs, and budget considerations. For small to medium businesses, GA4 offers a cost-effective, user-friendly platform that supports a wide range of analytics needs. 

Large enterprises, with their complex data environments and need for detailed analytics, will find GA360’s advanced features and dedicated support more aligned with their requirements.


Deciding between GA4 and GA360 involves balancing current analytics needs with future growth, considering the unique features, pricing structures, and technical considerations of each platform. 

By carefully evaluating these factors, businesses can select the analytics tool that best supports their strategic objectives, ensuring they can effectively measure, analyze, and optimize their online presence for success.

Frequently Asked Questions

Can Small Businesses Benefit From Ga360?

While GA360 is geared towards larger enterprises, small businesses with complex analytics needs might also find value in its advanced features.

How does GA4 improve upon GA360's data privacy features?

GA4 introduces enhanced dataprivacy, ensuring compliance with regulations like GDPR and CCPA, offering businesses more control over data collection and user privacy settings.

How does GA4 handle real-time data compared to GA360?

GA4 offers improved real-time data capabilities, allowing businesses to monitor user interactions as they happen, providing insights into immediate user behavior.

Can GA4 and GA360 be integrated for combined analytics?

Yes, businesses can integrate GA4 and GA360 to leverage the strengths of both platforms for a comprehensive view of their data.

What support options are available for GA360 users?

GA360 users have access to advanced support options, including dedicated account management and technical support services.




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