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Google Analytics Limits – a reference guide

Categories: Google Analytics specific, Metrics understanding / Comments: 25

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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, go for the paid version, Premium. This table is reproduced form Chapter 3 of the book Advanced Web Metrics, but updated regularly:

Click image to download the PDF table – summarising 24 reporting and processing limits
(last update Nov-2015)

More in the full pdf download…

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  1. Hi Brian,

    excellent resource – thank you for that!

    The number of accounts per login should read 100, however, see


  2. Jeff says:

    Hi Brian, have you heard of anyone ever getting shut down or having hits dropped due to exceeding the 10M hit per month limit?

    If so, how far did they exceed the limit by before there was a problem?

    • @Jeff – yes it happens. I don’t think Google are particularly concerned if an account occasionally goes over the limit, but if regular then your account is definitely at risk. The point is, is your organisation happy with constantly breaking a contract? Would you be happy if your customers did the same to you? Its about how you want to go about doing business, rather than whether or not you get caught…

  3. Michael says:

    Is there a limit on how many users (Google Accounts) are allowed per view/profile?

    We want our 200 webmasters to use the same analytics/property code on all their sites, but to be able to see a view that shows all traffic on all the sites that are using that code. We understand with a limit of 50 views per property, not all 200 would be able to have a view of their own.

  4. Christophe Camart says:

    Hi Brian,

    Regarding “events per session”, in Universal Analytics (analytics.js), a visitor starts with 20 tokens and earns 2 tokens per second. With ga.js, it’s 10 tokens then 1 token per second.
    See this page for details:
    Thought it would be good to mention it :)


  5. Simo Ahava says:

    Hey Brian,

    Great resource! A nice addition would be the API limitations as well, which can be found here:

    Best regards,


  6. Thanks Brian !!

    Awesome !

    Can you say the limits for cardinality in the events

    By the way your latest book is awesome!

    • Are you referring to the possible combination limits for event category, action, labels?

      If so, as far as I am aware there are no limits on the number of these combinations. Every one could be unique – not great for reporting, but not limited in itself. If you sent a unique event for each hit you may run into other data limits – as per the table.

      Hope this helps.

  7. Michael says:

    Are these limits still current?

  8. 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 –

  9. 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?

  10. 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.

  11. Drseo says:

    Thanks for the good guide.


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


  12. @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!

  13. Hey Brian,

    Awesome reference guide.
    Thanks for sharing 😉

  14. 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?

  15. 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!

  16. 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?

  17. 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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