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Know Your Limits – A Google Analytics Reference Guide

Categories: Google Analytics specific, Metrics understanding / Comments: 11

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Its good to know the limits of your Google Analytics implementation. All software has it limits and Google Analytics is no exception. From Google’s viewpoint, setting boundaries and limits prevents errors and system overload, and it ensures that other users of the service are not affected by the processing of someone else’s data. For example, a website with a relatively low amount of traffic data should not have its reports delayed due to the processing of another user’s data from a site that has more traffic.

The table below lists the limits set for the free version of Google Analytics. If you feel you need more horse power, the paid for Premium version is available (I will compare Free versus Premium in a later post). I reproduce this content form Chapter 3 of the book:

Click to enlarge the table (last update 26-Oct-2012)


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  1. James says:

    This is a pretty cool cheat sheet, cheers Brian. One of those you print out and use for future reference! @John this guide also says that Google analytics classes websites as properties –

  2. John says:

    I agree with the others – great reference.

    Also agree about the ‘soft’ limits. I work with a site that regularly exceeds 80 million pageviews per month + events, etc. No complaints from Google yet.

    One thing I’m not completely clear on is what level these limits apply at. I’m assuming ‘Property’ level, as opposed to either ‘Account’ or ‘Profile’. Correct?

  3. Great reference guide, Brian. It would be neat if it could be embedded and re-shared to other posts and websites, linking back to your updated version. Just a thought.

  4. Drseo says:

    Thanks for the good guide.


    Limit of Dashboard in a single profile = 20
    Limite of Total Dashboard in an account = 1000


  5. @Andre – thanks for the catch with 20 steps in a funnel step. I am not aware of any change to the table aggregation limits.

    @Serge – I have 1 million data “hits” as the limit, compared to the article to reference of 50,000 “visits” – they could be the same but I will double check.

    @Yehoshua – the 10m hits per month is a soft limit IMO, in that G do not intend to cut people off. If you are regularly at 20, 30m data hits per month then you will probably get a message from G asking you to sample or upgrade to Premium…

    Similarly I have data in one GA account that goes back to 2005. Agin in my opinion it is not G’s intention to delete any data, but there are no guarantees beyond 25 month. May be one day they will need the space!

  6. Ophir Prusak says:

    Hey Brian,

    Awesome reference guide.
    Thanks for sharing 😉

  7. Very nice table, Brian

    @Andre – I don’t believe that the table aggregation limits in standard reports have been lifted. However, GA is still collecting the data and will report up to 1 million rows when those reports are ran “on the fly”. For example, if you apply a second dimension to a standard report that has (other) in it, the (other) will disappear because GA take the time to calculate all the rows.

    @Brian – I have not seen the 10 million hits per month or 25 month data storage limits imposed on any of the larger accounts I have worked on. Have you seen any clients that had an issue with these limits?

  8. Hi Brian,
    I think Andre is correct.
    Furthermore, the intra day limit processing, according to the help center, is 50,000, isn’t it?
    Looking forward to seeing you in a couple of weeks!

  9. Brian, a few remarks: the number of funnel steps per goal is 20 in stead of 10. And isn’t the table aggregation limit for the top-content and keywords tables not raised to 1.000.000?

  10. Stacey says:

    Great reference guide for us Analytics geeks!! Will be printing out and pinning to the notice board – yes I still have one of those!


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