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Published on Jan 15th, 2026 in Analytics

All GA4 limits 2026

Brian O'Sullivan

Ex-Google Analytics, Ex A/B testing at Dropbox

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ACCOUNT & PROPERTY STRUCTURE LIMITS

Accounts & Properties

  • Maximum 100 Google Analytics accounts per user
  • Maximum 2,000 properties per account
  • Maximum 50 data streams per property (max 30 app data streams)

Sources: Google Analytics hierarchy

EVENT COLLECTION LIMITS

Standard GA4:

  • Unlimited distinctly named events for web streams
  • 500 distinctly named events per app user (app streams)
  • 2,000 distinct sessions per user per day
  • 10,000 conversions per user per day
  • 100,000 events per user per day
  • Event name length: 40 characters
  • Event parameters per event: 25
  • Item-scoped parameters per event: 27 custom (in addition to prescribed parameters)
  • Event parameter name length: 40 characters
  • Event parameter value length: 100 characters (exceptions: page_title 300, page_referrer 420, page_location 1,000)
  • User properties: 25 per property
  • User property name length: 24 characters
  • User property value length: 36 characters
  • User-ID value length: 256 characters

GA4 360:

  • 2,000 distinctly named events per app user
  • Event parameters per event: 100
  • User properties: 100 per property
  • Event parameter value length: 500 characters (except page_location: 1,000)

Sources: Event collection limits, GA4 360 limits

CONFIGURATION LIMITS

Standard GA4:

  • Audiences: 100
  • Saved comparisons: 50
  • Saved segments: 50
  • Key events (conversions): 30
  • Custom insights: 50
  • User-scoped custom dimensions: 25
  • Event-scoped custom dimensions: 50
  • Item-scoped custom dimensions: 10
  • Event-scoped custom metrics: 50
  • Explorations: 200 created per user, 500 shared per property
  • Ads links: 400
  • Calculated metrics: 5

GA4 360:

  • Audiences: 400
  • Saved comparisons: 200
  • Saved segments: 200
  • Key events: 50
  • User-scoped custom dimensions: 25 (same as standard)
  • Event-scoped custom dimensions: 125
  • Item-scoped custom dimensions: 25
  • Event-scoped custom metrics: 125
  • Explorations: 200 created per user, 1,000 shared per property
  • Calculated metrics: 50

Sources: Configuration limits, GA4 360 limits

DATA RETENTION & EXPORT LIMITS

Standard GA4:

  • Data retention: Up to 14 months (options: 2 or 14 months)
  • Data export: 100,000 rows for reports and explorations; 10M cells for unsampled explorations
  • BigQuery export (daily): 1 million events
  • BigQuery export (streaming): unlimited
  • Data import manual uploads: 120 uploads per day per property
  • Data import storage limit: 10 GB per property

GA4 360:

  • Data retention: Up to 50 months (options: 2, 14, 26, 38, 50 months)
  • BigQuery export (daily): Billions of events
  • Data import storage limit: 1 TB per property

Sources: Configuration limits, GA4 360 limits

SAMPLING & REPORTING LIMITS

Standard GA4:

  • Explore sampling limit: 10 million events per query
  • Ad-hoc query limit: 10 million events per query (beyond this = sampling)
  • Standard reports row limit: ~2 million rows
  • Explore reports row limit: ~2 million rows
  • High-cardinality threshold: >500 unique values per dimension per day

GA4 360:

  • Explore sampling limit: 1 billion events per query
  • Unsampled explorations: 20,000 daily tokens, 5,000 tokens max per query
  • Automatic expanded datasets with 2 million row limit

Workarounds:

  • Export to BigQuery for unsampled data
  • Reduce date ranges
  • Use fewer segments and lower-cardinality dimensions
  • Limit high-cardinality dimensions in reports

Sources: Mauro Romanella, InfoTrust, In Marketing We Trust

API LIMITS & QUOTAS

Standard GA4 (updated limits as of late 2023):

  • Tokens per property per day: 200,000
  • Tokens per property per hour: 40,000
  • Tokens per project per property per hour: 10,000
  • Concurrent requests per property: 10
  • Potentially thresholded requests per hour: 120
  • Most requests consume <10 tokens

GA4 360:

  • Tokens per property per day: 2 million
  • Other quotas significantly higher

Previous/Legacy Limits (enforced Nov 2022):

  • Tokens per property per day: 25,000
  • Tokens per property per hour: 5,000
  • Tokens per project per property per hour: 1,250
  • Concurrent requests per property: 10

General API Limits:

  • 50,000 requests per project per day
  • 10 queries per second per IP address

Workarounds:

  • Use BigQuery connector instead of native GA4 connector
  • Use Extract Data connector (limited to 100MB)
  • Use third-party connectors (Supermetrics, Whatagraph, etc.)
  • Share reports with fewer people
  • Reduce number of charts/widgets per page
  • Set data source refresh to maximum 12 hours

Sources: Google Developers - Data API limits, Supermetrics, Data Bloo, EasyInsights

DATA THRESHOLDING

When Applied:

  • Reports using Google Signals data
  • Demographic dimensions (age, gender)
  • Interest category dimensions
  • When user count falls below threshold (~30-50 users/events)

Workarounds:

  • Increase reporting period
  • Turn off Google Signals in reporting settings
  • Use device-based reporting identity instead of blended/observed
  • Export to BigQuery

Sources: Mauro Romanella, In Marketing We Trust

CARDINALITY (“OTHER” ROW)

Limits:

  • High-cardinality dimensions: >500 unique values per day
  • Standard reports row limit: ~2 million rows
  • When limit exceeded, excess data grouped into “(other)” row

Workarounds:

  • Use Explorations instead of standard reports (not subject to “other” row)
  • Limit collection of high-cardinality values
  • Export to BigQuery
  • Upgrade to GA4 360 (automatic expanded datasets)

Sources: Mauro Romanella, InfoTrust

Standard GA4:

  • Google Ads Manager audience lists: 100
  • Display & Video 360 audience lists: 100
  • Search Ads 360 audience lists: 100

GA4 360:

  • Google Ads Manager audience lists: 400
  • Display & Video 360 audience lists: 400
  • Search Ads 360 audience lists: 400

Source: Cardinal Path

KEY LIMITATIONS TO NOTE

  1. No scheduled email reports (must use BigQuery/Looker Studio)
  2. No session-scoped custom dimensions (only event and user scopes)
  3. No product-scoped dimensions (only user, event, item scopes)
  4. Limited GDPR compliance in some EU countries
  5. No offline conversion tracking natively
  6. Cannot grant access to individual data streams (only property level)
  7. Subproperties and roll-up properties only available in GA4 360

Sources: Factors.ai, Ruler Analytics, RudderStack

UNIVERSAL WORKAROUND: BIGQUERY INTEGRATION

BigQuery integration solves most GA4 limitations:

  • ✅ Bypasses sampling limits
  • ✅ Eliminates cardinality limits
  • ✅ No data thresholding
  • ✅ Access to raw, unsampled data
  • ✅ Custom queries for complex analysis
  • ✅ Long-term data storage beyond 14/50 months

Note: Free BigQuery tier includes 10GB storage and 1TB query processing per month.