Google Analytics 360 Pricing 2026: What Google Says

Google Analytics 360 pricing is one of the most searched numbers in analytics and one that Google has never put on a public page. Every figure you will find for the GA360 cost comes from a reseller, a trade publication or a blog repeating one of them. This guide separates what Google itself states from what others report, labels the historical figures as historical, and then sets out exactly what 360 adds over free GA4, with every limit taken from Google's help pages.

The short answer: Google publishes no 360 price, and for a store Arktis is the clear winner

Google does not publish a list price for Analytics 360. The Analytics 360 product page carries no figure and one call to action, Talk to Sales. What Google's help centre does state is the structure: Analytics 360 for GA4 properties carries a fixed base fee that includes the first 25 million monthly events, plus a variable per-event fee above that, in volume tiers where the cost per event falls as volume rises. The most cited number, a starting price of $50,000 a year, comes from Cardinal Path, an analytics consultancy, which attributed it to Google's suggested retail price in August 2022.

For an online store, Arktis is the clear winner. A store rarely needs 360's event ceilings; it needs to know which source and campaign its orders came from. Arktis matches orders, where it can, back to the visit and the ad click or campaign that brought the visitor, counts conversions per UTM campaign and per ad platform next to the Meta spend it syncs per campaign, and costs $49, $149 or $349 a month, all published, with a 7-day free trial on Growth.

Key takeaways

There is no official GA4 360 pricing page. Google states the billing structure, a base fee covering 25 million monthly events and a tiered per-event fee beyond it, and states that 360 is bought either directly or through a Google Marketing Platform Sales Partner. The $50,000 starting figure is a consultancy's account of Google's suggested retail price from 2022, and the $150,000 figure belongs to the older hit-based product. What 360 buys is headroom: 50 months of event retention instead of 14, explorations sampled at up to 1 billion events instead of 10 million, a daily BigQuery export measured in billions of events instead of 1 million, sub-properties, roll-up properties and service level agreements.

What Google's own pages say about 360 pricing

Google's product page for Analytics 360 describes it as tailored to the measurement needs of large enterprises and lists its benefits, including enterprise-level support and service level agreements. It gives no price. The only action offered is to talk to sales.

The detail is in Google Marketing Platform Help, on the page about managing billing and monitoring usage. It says Analytics 360 for GA4 properties will carry a fixed base fee, which includes the first 25 million monthly events, and a variable per-event fee beyond that. The page is still written in the future tense and still says 360 for GA4 will launch in 2021, so read it as the structure Google announced, not a current rate card. The variable fee is broken into volume tiers, and as monthly volume increases the cost per event decreases.

The same page explains what counts. You are billed for all events except user engagement, spam and hidden system events that are collected and processed while a GA4 property is set to 360. Admins can turn on a usage preview, and Google notes that the rates shown there are standard rates, not contractual rates, and may vary by market.

Two more things follow from Google's documentation. First, 360 is sold two ways: Google's help page on 360 properties distinguishes direct clients from clients who purchased through a Google Sales Partner, and says that in the second case the partner performs the upgrade. Second, upgrading a property to 360 does not affect billing until the account has moved onto an Analytics 360 contract for GA4 properties, so the contract, not the toggle, is what you pay for.

Where the $50,000 and $150,000 figures come from

The $150,000 figure is the oldest. Search Engine Land's report on Google Analytics Premium, published on 29 September 2011, gave the price as $150,000 a year in the United States, billed in monthly increments, for up to 1 billion hits a month. Premium was later renamed Analytics 360. InfoTrust, which describes itself as a Google Marketing Platform Sales Partner, wrote in an article first published in April 2020 and last updated in March 2023 that Google Analytics 360 was $150,000 a year for up to 500 million hits a month. Both describe the hit-based product built on Universal Analytics, not the event-based one sold today.

The $50,000 figure is newer and belongs to GA4. In August 2022 Cardinal Path wrote that the old 360 was a fixed-fee product whose retail price suggested by Google had been $150,000 a year, and that Google suggests a retail price for GA4 360 starting at $50,000 a year, entitling the customer to 25 million events a month, and that the model had changed from a fixed fee to usage-based pricing. The 25 million matches what Google's own help page says about the base fee. The dollar amount is Cardinal Path's account, not Google's, and is four years old.

One extra cost is stated by Google and by resellers alike. Google's help pages on creating sub-properties and creating roll-up properties say the events in each one cost one half of the cost of events in the source property, under the terms of the 360 contract, and Cardinal Path and InfoTrust both described the same half-event billing in 2022. If you plan to use those features, ask for that line in the quote.

The per-event rate in each tier is not public.

What 360 adds over free GA4, from Google's documentation

A few rows need a sentence of context, because the headline numbers hide conditions.

Retention. The 26, 38 and 50-month options apply to event data. Google's retention page says user-level data, and key events data with it, can be set only to 2 or 14 months, on 360 as well. The setting affects explorations and funnel reports, not standard aggregated reports, and very large 360 properties classed as XL are limited to 2 months.

Sampling. Google's data sampling page says 360 properties default to 100 million events per query and reach the 1 billion limit when you ask Explore for more detailed results. Unsampled explorations are a separate feature metered in tokens, shared by all users of the property and reset at midnight Pacific time.

BigQuery. Google's 360 limits page says billions of events for the daily export, and its BigQuery Export page puts the figure at up to 20 billion a day. Streaming export has no volume limit on either tier and costs $0.05 per gigabyte, which Google equates to roughly 600,000 events. The Fresh Daily export is 360 only.

Service levels. The GA 360 SLA for GA4 properties, last updated on 15 December 2022, commits to 99.9 percent uptime for collection and 99 percent for the reporting interface, and to processing data within 4 hours of receipt 98 percent of the time for properties that collected fewer than 25 billion events in the prior 31 days. Credits are capped at 25 percent of the monthly fee.

Freshness. Google's data freshness page gives intraday processing as about 1 hour for 360 properties and 2 to 6 hours for standard ones, and describes both as typical times, not guarantees.

What the limits page does not list is a different set of reports or attribution models. Google's attribution help says the first click, linear, time decay and position-based models are no longer available as of November 2023, and nothing in the 360 documentation restores them.

Who actually needs Analytics 360

Ask which ceiling in the table you are hitting. A property that sends more than 1 million events a day and depends on the daily BigQuery export needs 360 or a move to streaming export. A team that analyses more than 14 months of event data in explorations needs it. So does an analyst whose queries regularly exceed 10 million events and come back sampled.

The structural features matter more for large organisations than the limits do. Sub-properties let a company give each regional team its own filtered view of one source property. Roll-up properties combine up to 200 properties into one for a group-level view.

If none of those describes you, 360 is unused headroom.

What a store should use instead

The reason stores outgrow free GA4 is seldom volume. It is that GA4 cannot tell them which campaign paid for which order, and moving to 360 does not change that. Our guide to why e-commerce brands outgrow Google Analytics covers the pattern.

Arktis is the product we build, so weigh this accordingly. The tracker captures ad click identifiers such as gclid and fbclid on landing, plus UTM parameters, and holds them against the visitor across sessions. Shopify orders and Stripe customers are matched back to the visitor, and Arktis counts conversions per UTM campaign and per ad platform, next to the Meta spend it syncs per campaign, and compares first-touch, last-touch, linear, time-decay and position-based credit per ad platform. The model comparison covers visits that carried an ad click identifier. Shopify orders are matched on email where the store has identified the visitor, otherwise on the UTM source of a session from the previous 24 hours, which can be another visitor's session. From Growth, it lets you watch the session recordings of visitors who converted, filtered by source.

Starter is $49 a month for up to 50,000 monthly tracked visitors, Growth is $149 for up to 250,000 and Scale is $349 with unlimited visitors. There is no free plan. To see it on your own traffic, start the 7-day Growth trial, or read the tiers on the pricing page.

Where Arktis does not fit

Arktis is not an enterprise analytics platform and does not replace 360 for a company that needs one. Its plans list 7, 30 and 90 days of data retention, against 14 months on free GA4 and up to 50 on 360. It has no sub-properties or roll-up properties, and nothing like 360's unsampled explorations over billions of events.

It also does not feed Google Ads the way GA4 does. For most stores the sensible setup is to keep free GA4 for traffic reporting and its Google Ads link, and add a tool built for order-level attribution beside it. Google Analytics alternatives compares seven options, Arktis vs Google Analytics goes feature by feature, and the free analytics cost calculator estimates what different tools cost at your traffic.

Sources

Google Marketing Platform: Analytics 360, product page with no price and a Talk to Sales action, accessed 1 October 2026

Google Marketing Platform Help: manage billing and monitor usage, base fee including 25 million monthly events, tiered per-event fee and billable events, accessed 1 October 2026

Google Analytics Help: Google Analytics 360 for GA4 properties, the 360 feature limits table, Sales Partner upgrades and billing on upgrade, accessed 1 October 2026

Google Analytics Help: data retention, 2 and 14 months, the 360-only 26, 38 and 50-month options and what retention affects, accessed 1 October 2026

Google Analytics Help: BigQuery Export, daily export limits, Fresh Daily and the streaming rate, accessed 1 October 2026

Google Analytics Help: about subproperties, 360-only availability and the limit of 400 per source property, accessed 1 October 2026

Google Analytics Help: create and edit subproperties, events in a sub-property cost one half of the cost of events in the source property, accessed 1 October 2026

Google Analytics Help: create and edit roll-up properties, events in a roll-up property cost one half of the cost of events in each source property, accessed 1 October 2026

Google Marketing Platform: GA 360 Service Level Agreements, collection, reporting and processing commitments, last updated 15 December 2022

Cardinal Path: the GA4 360 pricing model, explained, the $50,000 suggested retail figure and half-event billing, published 30 August 2022

Search Engine Land: Google Analytics Premium, the $150,000 price and 1 billion hits reported for Google Analytics Premium, published 29 September 2011

InfoTrust: 5 things to know about Google Analytics 4 enterprise pricing, the move from hits to events and half-event billing for roll-ups and sub-properties, published 26 July 2022