Google Analytics Limits and Quotas

When you continuously visit your fridge for a new bottle of beer, you will eventually end up empty handed. Your fridge has limits. So does Google Analytics. What can you do if you hit those limits? Sometimes you can just wait, sometimes you need to go shopping for Google Analytics Premium (like you would go shopping when there is no more beer in the fridge).

The length of some string fields are given in bytes rather than in characters. If you are using only latin characters then the number of characters you can fit into 500 bytes is 500. If some are international or unicode then the number of characters you can fit in the field is varying from 1 to 4 times less. Google Analytics uses UTF-8 to encode non-latin characters.

Data collection & Processing limits

  • 10 million hits per month per property. Virtually unlimited for GA Premium. Talk to us to know what you can get with Google Analytics Premium
  • 200,000 hits per user per day
  • 500 hits per session (excluding E-Commerce hits)
  • Timing hits are limited to 1% of pageviews processed for the property for the previous day. Can be changed with GA tracker
  • Hits sent per second per tracker
    • Universal Analytics (analytics.js): starts with 20 hits that are replenished at a rate of 2 hits per second (ecommerce: item and/or transaction are not counted in this limit)
    • Android SDK, iOS SDK: each app instance starts with 60 hits that are replenished at a rate of 1 hit every 2 seconds (E-Commerce: item and/or transaction are not counted)
  • 20 Custom Dimensions. 200 for Premium
  • 20 Custom Metrics. 200 for Premium
  • 200,000 Sessions per day will result in reports being refreshed only once per day delaying up to 48 hours. For Premium this limit is one billion hits per month
  • Data Import
    • 25 Data Sources per Property
    • 1GB file size limit
    • 1MB row limit

Accounts and Profiles

  • 100 Google Analytics Accounts per Google Account
  • 50 Properties per Google Analytics Account
  • 25 Views per Property. Can be increased to 200 based on a number of hits
  • 20 Custom Dimensions. 200 for Premium
  • 20 Custom Metrics. 200 for Premium
  • 5 Custom Variables. 50 for Premium
  • 100 Custom Tables. Only for Premium


  • 4 Advanced Segments in a single report at a time
  • 100 Custom Segments per login
  • 5 tabs can be created in Custom Report
  • 1 Secondary Dimension can be added to standard report
  • 10 Metrics can be added to Custom Report in Explorer mode
  • 25 Metrics can be added to Custom Report in Flat Table mode
  • 5 Custom Dimensions can be added to Custom Report
  • 5 filters can be defined in Custom Report
  • 50 characters are allowed in the Custom Report name, Custom Report tab name and Metric Group name
  • 100 Custom Reports per Account
  • 50k of rows/distinct values in table before aggregation begins. 75k for Premium (not applicable if the report is backed-up with Custom Table - Premium only feature)
  • 1 million conversions are used in Multi-Channel Funnel reports. After that GA will sample
  • 200,000 of unique conversion paths per day, others will be aggregated under (other)
  • 100,000 of sessions are analysed in Flow visualisation reports before sampling occurs


  • 20 Goals per View
  • 20 Funnel steps per Goal
  • 10,000,000,000 is a maximum Goal Value
  • 20 private Dashboards per View per user
  • 50 shared Dashboards per View per GA Account
  • 12 widgets per Dashboard

Google Analytics data fields Length

  • 80 characters are allowed in Custom Alert Name
  • 256 characters in a Filter pattern
  • 128 characters in Custom Variable
  • 1500 bytes for Document Title
  • 2048 bytes for Document Path
  • 100 bytes for Document Hostname
  • 2048 bytes for Document Location URL
  • 2048 bytes for document Referrer
  • Campaigns
    • 100 bytes for Campaign Name
    • 100 bytes for Campaign Source
    • 50 bytes for Campaign Medium
    • 500 bytes for Campaign Keyword
    • 500 bytes for Campaign Content
    • 100 bytes for Campaign ID
  • Events
    • 150 bytes for Event Category
    • 500 bytes for Event Category
    • 500 bytes for Event Action
    • 500 bytes for Event Label
    • Non-negative Integer as Event Value. If you pass a floating point value as Event Value, the hit might not not be processed
  • 150 bytes for Custom Dimension value
  • 40 bytes for Content Experiment ID (generated by GA)
  • E-Commerce
    • 500 bytes for Transaction ID
    • 500 bytes for Transaction Affiliation
    • 500 bytes for Item Name
    • 500 bytes for Item Code
    • 500 bytes for Item Category
    • 10 bytes for Currency Code
  • Enhanced E-Commerce
    • 200 products per Transaction
    • 500 bytes for Product SKU
    • 500 bytes for Product Name
    • 500 bytes for Product Brand
    • 500 bytes for Product Category
    • 500 bytes for Product Variant
    • 500 bytes for Product Coupon code
  • Social
    • 50 bytes for Social Network name
    • 50 bytes for Social Action
    • 2048 bytes for Social Action Target
  • Timing
    • 150 bytes for User Timing Category
    • 500 bytes for User timing Variable name
    • 500 bytes for User Timing Label
  • Mobile Properties
    • 150 bytes for Exception Description
    • 150 bytes for Application Installer ID
    • 100 bytes for Application Version
    • 150 bytes for Application ID
    • 100 bytes for Application Name
    • 2048 bytes for Screen Name


  • 50,000 requests per project per day
  • 10 queries per second per IP
  • 500 write requests per project per day
  • Extended Data Import storage limit
    • Processing Time Import Mode. Premium only
      • 1 TB per property
      • 20 GB per data set
    • Query Time Import Mode. Premium only
      • 1 GB per property
      • 1 GB per data set
    • Non-Premium:
      • 10 GB per property
      • 10 GB per data set
  • 50 Upload operations per property per day

More information on Google Analytics :

PDF version: Google Analytics and Google Analytics Premium: Limits and Quotas

That's a lot of numbers, isn't it? It's always good to know your limits. The good news, you probably won't hit any of those limits unless your website(s) are receiving heavy traffic (lucky you!) and you have a couple of employees whose sole purpose is to work with GA data.

Most of the mentioned limits can be increased if you talk to your local Google Analytics partners and they can be significantly increased for Google Analytics Premium clients.

As a Google Analytics Certified Partner (GACP), Internetrix have assisted a number of clients in different verticals including retail and Australian government departments in better understanding their website effectiveness with Google Analytics and IBM Experienced One and have helped them derive actionable insight from their visitor data.

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