Google Analytics 4 (GA4) operates using a data model built around ‘events’ – every user interaction is recorded as an event. As of early 2026, understanding GA4’s data limits is crucial for accurate reporting and avoiding data distortion, particularly for Australian businesses relying on this platform for marketing insights.
- Event Count Limits: GA4 has a monthly event count limit. Standard GA4 properties are capped at 50 million hits per month.
- Custom Dimensions & Metrics: You can create up to 50 custom dimensions and 50 custom metrics per property. Exceeding this impacts data analysis flexibility.
- BigQuery Export Limits: While GA4 now features seamless integration with BigQuery for advanced analysis, exporting large datasets can incur Google Cloud costs, and there are daily export limits to consider.
- User Properties: GA4 allows for user properties to segment audiences, but there are limits on the number and length of these properties.
These limits are particularly relevant for Australian SMEs experiencing growth, or those running high-traffic campaigns – for example, during peak retail seasons like Boxing Day or Click Frenzy. Current systems include automated alerts within GA4 when approaching limits, but proactive management is essential to ensure data integrity and avoid losing valuable insights. Compliance with Australian Privacy Principles (APPs) also requires careful consideration of data retention and processing within these limits.
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