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Google Analytics 4 360

5 Reasons to Invest in Google Analytics 4 360

Google Analytics 4 360 is a premium version of the well-known tool for analyzing user activity on websites and mobile applications. It offers additional functionality and higher data processing limits, making it an invaluable resource for analysts and marketers. In this article, we’ll explore five key functionalities that set GA4 360 apart from the free version.

1. Extended Data Storage Time

Segment overlap report, exploration.

Imagine a scenario where you need to determine whether users accessed your website from mobile devices, tablets, and computers simultaneously in 2022. With GA4 360, you can easily answer this question using the template in exploratory reports. The extended data retention period of 50 months allows you to analyze historical data accurately. In contrast, the standard version of the tool has a maximum data retention period of only 14 months, limiting your ability to analyze long-term trends or seasonality.

It’s important to note that the data retention period applies specifically to the exploration section, while standard reports have no such restrictions regardless of the tool version.

2. Countering Data Sampling

Data sampling is a statistical procedure used in GA4 to generate reports based on representative groups rather than the entire dataset. While it speeds up the tool, it can impact analysis accuracy. 

A message about the sampling rate of the report in exploration.

Sampling is commonly encountered in exploration reports, but it may also occur in standard reports with a large number of users or when using secondary dimensions, filters, or segments.

For example, consider a comparison of hostname impressions between GA4 standard and premium versions over 30 days. The difference in the number of impressions can reach up to 12%.

Feature GA4 Standard GA4 360 
Impressions 4,511,770 5,136,834 
Sampling Yes No 

Comparison of hostname impressions between GA4 standard and premium.

GA4 360 provides two options for handling sampling:

  • Adjusting the level of accuracy and speed: By selecting the “more detailed results” option, you can obtain unsampled explorations.
  • Requesting unsampled results: If unsampled data isn’t immediately available, you can send a request for an accurate report. Results typically become available within about 30 minutes.

Query functionality for an unsampled report

In the standard version, adjusting the population size (e.g., shortening the date range) is the only way to counter sampling.

3. Quick Update of Data in Reports

In today’s rapidly changing world, having access to up-to-date data is crucial. For instance, if you’re running marketing campaigns that span several days, your team needs the ability to analyze results in real time. Google Analytics 4 360 (GA4 360) excels in this area. Specifically, for Premium Normal and Large services, GA4 360 can process data within 1 to 4 hours. In contrast, standard services typically require a minimum of 24 hours for data updates.

Efficient data updating enables timely corrective actions. For example, with up-to-date data, you can quickly identify a sudden drop in the number of users or conversion rate caused by the release of a new version of your website. Armed with this information, you can take immediate steps to improve the situation.

4. Advanced Data Access Management

For companies with diverse operations seeking advanced data access management, the functionality of creating subproperties proves invaluable. Subproperties are subsets of data within the master service. Here’s how they enhance analysis:

  • Market Segmentation: Create a subproperty for each market where your business operates. Whether you have different markets in various regions or distinct customer segments, separate subproperties allow focused data analysis. For instance, if you’re analyzing performance in specific markets, having dedicated subproperties simplifies reporting.
  • Brand-Specific Subproperties: Similarly, set up subproperties for different brands within your organization. By doing so, you can isolate brand-specific metrics. For example, if you’re running marketing campaigns for multiple brands, separate subproperties ensure that each brand’s performance is distinct.
  • Data Access Control: Subproperties also enhance data access control. Suppose a marketing agency is running campaigns on a specific platform. With subproperties, you can restrict access to only the relevant revenue data for that agency. Partners receive the necessary information without exposing sensitive data.

Keep in mind that implementing subproperties may lead to increased license costs due to additional event processing. However, the benefits in terms of data granularity and tailored analysis can outweigh the costs.

5. The Full Picture

When reviewing standard reports, you might encounter a row labeled “(other).” This occurs when the table exceeds its row limits. Several factors contribute to this, including report types (some have higher limits) and the complexity of the dataset (additional dimensions, filters, etc.).

Event report with line (other).

However, presenting data in a single line as “(other)” can be problematic. For instance:

  • Product Category Analysis: If you’re evaluating the effectiveness of product categories, complex category trees may hide data within the “(other)” row. Without a complete picture, you might miss crucial insights. Identifying which categories to eliminate from promotional activities becomes challenging.

To address this, GA4 360 offers a solution: expanded datasets. These can be configured automatically or manually. By aggregating data from multiple rows into a single view, you gain a comprehensive understanding of user behavior.

Additionally, GA4 360’s increased data limits compared to the standard version ensure that you obtain a more accurate and detailed picture of your analytics.

“Thanks to the functionality of developed datasets and increased limits of processed information, we are able to fully understand our audience and make more accurate business decisions. Importantly, with the support of Full Stack Experts consultants, we are assured that the quality of the data we collect in the tool is at the highest level. This allows us to take full advantage of the potential of Google Analytics 4 360 and increase the effectiveness of our marketing efforts.”

Tadeusz Skrzypczak, Head of Product&User Intelligence at Ringer Axel Springer Poland


While some of the challenges discussed in the article can be addressed through alternative methods—such as creating custom scripts to minimize sampling and passing data to Big Query or other data warehouses—there’s a broader goal. To ensure that all departments within an organization can effectively communicate using the “language of data,” direct access to analytics tools is essential. Google Analytics 4 360, when properly configured, provides this opportunity, allowing more individuals to contribute to improving business efficiency.