The tools to analyze your results are essential, but you should be aware that there are differences between Google Analytics and Analytics 360. Knowing them is important as this will help you decide which tools are best for your campaign to learn from.


Although they all belong to the Internet giants, each one has a different way of analyzing. When choosing the one you want to use, you need to consider several factors related to measurement. But beyond that, you have to assess if you have the budget to pay for the 360 ​​tools you've paid for.

There are differences between Google Analytics and Analytics 360, but that doesn't mean one is bad and the other is good. Each one has its pros and cons, you just need to figure them out individually. This will allow you to work with the person who suits you best.

Key differences between Google Analytics and Analytics 360:

It's time for you to understand the difference between Google Analytics and Analytics 360. This way, you will be able to make decisions based on relevant parameters to help you measure the results of your campaign:


1.- Access Restrictions

The access restrictions are also different, in Analytics 360 they are higher than the free standard version. In fact, it allows around a billion visits per month, and more if you pay more. By comparison, Google Analytics has only 10 million.

However, Google Analytics now starts warning you and gives you a few options to fix the problem: Buy Google Analytics 360. Send fewer visits. Track your app with Google Analytics for Firebase.

Please note: that if you exceed the hit limit in Google Analytics, you may not be able to access the reports. In addition, you can stop processing data that exceeds this limit. This is why many 

2.- Attribution Based On Multichannel Funnel Data:

Google Analytics gives you rule or location-based attribution models, while Analytics 360 also offers data-driven attribution models. The latter provides a broader view as it is based on a model generated from the account data.

This presents an opportunity to assign value to marketing touchpoints. It takes into account the impact of the investment on the allocation's conversion metrics.

3.- Unsampled Reports And Custom Tables

Unsampled reports and custom tables are also part of the differences between Google Analytics and Analytics 360. In the paid version, more than 500,000 sessions; in Google Analytics or up to 100,000, depending on the number of additional parameters.

You should note that Analytics 360 has a limit of 100 million sessions, which is more difficult to reach. Additionally, you can download the report in any unsampled format, up to 3 million rows. And Google Analytics only has a capacity of 50,000.

Another way is to create a custom table for a continuous report where you want to see unsampled data. Alternatively, you can use the Google BigQuery integration to create the reports you need via SQL requests.

Note: you can have up to 100 custom tables in Analytics 360. Additionally, there is a maximum of 1 million unique rows in each table.

4.- Custom Views, Dimensions, And Metrics For Each Attribute

Another difference between Google Analytics and Analytics 360 is the custom views, dimensions, and metrics. These are key figures to analyze the activities you carry out, so it is essential that you understand the capacity of each edition.

If you want to use Google Analytics, you should know that it has a maximum of 200 views and 20 dimensions. and custom metrics. For Analytics 360, you can also customize the metrics, but you have a bonus of 400 views and 200 dimensions.

Consider using the paid version, which gives you more flexibility to collect personalized information. It's also great when it comes to managing data access with a broader view structure.

5.- Integration With Other Tools:

Integrates with other marketing products, available in two editions, Data Studio, Optimize, and more. However, the available native data integrations are different. Analytics works with Google Ads, Adsense, and Search Console.

The first three are also used by Analytics 360, but in this case, it includes four more: Ad Manager, Display & Video 360, Search Ads 360, and Campaign Manager 360.

Regarding the integration of native remarketing, they also highlighted the difference between Google Analytics and Analytics 360. In the first case, there is only Google Ads, while in the second case it includes this and Display & Video 360.

And the integration with Bigquery is only available in 360, which is a plus for getting more insights through SQL query-based analytics. The same goes for Salesforce, which allows you to use CRM data for advertising targeting and optimization.

6.- Data Update:

The time it takes for the tool to process the exchange of information is the key, which is called a data update. In standard Google Analytics, this process can take less than 24 hours, while in Analytics 360, most reports are guaranteed to complete in less than 4 hours.

Remember, this is a very relevant feature for projects where immediacy is essential for decision-making. But you need to know the data not included in the Analytics 360 Data Processing Service Level Agreement:

destination data. data import:

                                                       Scheduled and unsampled traffic and site speed reports. custom form. real-time. Attribution models and multi-channel funnels. Large query export. data import. Unsampled, scheduled, site speed, and traffic reports. custom form. real-time. Attribution models and multi-channel funnels. Large query export.

7.- Conversion Funnel:

When it comes to conversions, go straight to the custom funnel. Here another big difference between Google Analytics and Analytics 360 stands out since the free version of the tool does not allow this customization. However, Google Analytics 4 allows you to analyze conversions in detail in a flexible way.

Now, in Analytics 360, it's one of the most important features. They are great for those who use them as their primary tool for analyzing customer journeys. With a custom funnel, you can add or remove steps to match the actual customer journey as closely as possible.

It gives you five available steps and five different rules to modify them. You can analyze bottlenecks and obstacles at each step, or test how certain pages make the purchase process easier or harder.

8.- Search Analysis:

With Google Analytics, you can identify the internal search query parameters, and the data used in the reports. Remember, if your site allows users to refine their search terms, you can also include that information in your reports.

In it, you'll see the keywords users are searching for and related metrics, as well as the page the search came from. Also, the Search Exit Rate, which represents the number of searches in which users left your site without clicking through to the results page.

On its own, Analytics 360 helps you effectively manage search activity across various media channels and search engines. In this way, you will gain valuable information that you can use to make better business decisions.

Give your search campaigns a head start with the latest data. It also uses Smart Bidding to improve performance. The biggest difference is that Analytics 360 turns data into action.

9.- Program Version

Google Analytics is the giant's free monitoring and analytics tool for websites and apps. It makes it easy to set up and integrate with other services like Ads and Search Console. It allows you to track the profiles of people who visit your website, the most visited pages, conversions, devices, cities, and more.

On the other hand, Analytics 360 is a paid tool that meets the measurement needs of large advertisers and agencies with more customization. As such, it enables greater scale and enterprise-level support. Therefore, it is recommended for companies that deal with large amounts of web page data and high monthly traffic.

As you can see, one of the main differences between Google Analytics and Analytics 360 is that one version is free and the other is paid. In addition, each varies in scope and capacity at the level of monitoring and analysis.

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